How to Implement a True Multichannel Strategy for the Big Middle

Posted by John DeSarbo on Thu, Jan 11, 2018

This post is the final in a four-part series on how high-tech companies can improve coverage of the “big middle” market segment.

Many high-tech companies have traditionally relied on direct sales channels to sell to the upper mid-market, or the “big middle.” Over time, however, industry leaders have determined that channel partners are needed to succeed in this attractive segment. Cisco, HP, Microsoft and others have built large-scale indirect channels and encouraged their partners to move upstream, beyond their traditional focus on small businesses, to engage upper mid-market and enterprise customers. Newer “born on the cloud” competitors such as Amazon Web Services and Google have followed suit and similarly adopted multichannel sales strategies in the big middle.  


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Three Ways High-Tech Firms Can Use Inside Sales to Target the Big Middle

Posted by Brandon Mills on Thu, Jan 04, 2018

This post is the third in a four-part series on how high-tech companies can improve coverage of the “big middle” market segment.

The “big middle” market segment—companies with $100 million to $1 billion in annual sales—represents a huge opportunity for high-tech firms. ZS’s recent research on the big middle shows that there are several opportunities for high-tech companies to improve their sales processes to better target this segment. One way to do so is to more effectively leverage inside sales teams.


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Is Your Sales Team Wasting Time and Money in the Big Middle?

Posted by Ty Curry on Tue, Dec 19, 2017

This post is the second in a four-part series on how high-tech companies can improve coverage of the “big middle” market segment.

In a recent Harvard Business Review article, ZS co-founders Andy Zoltners and PK Sinha discussed the importance of improving sales force allocation. “Salespeople can work smarter, not harder, by dividing their time more appropriately among customers and sales activities. Sales effort allocation has a large impact on sales and profits,” they wrote. Sales reps often waste money by investing time in the wrong activities and by focusing on the wrong accounts. Focusing on accounts with the most potential is critical. Making sure that your sales force is spending time on the right things will help high-tech companies improve performance by better targeting the valuable yet elusive mid-market segment: companies with $100 million to $1 billion in annual sales, known as the “big middle.”


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How High-Tech Leaders Can Capture the Untapped 'Big Middle'

Posted by John DeSarbo on Fri, Nov 10, 2017


This post is the first in a four-part series on how high-tech companies can improve coverage of the “big middle” market segment.

While many high-tech companies are busy chasing large enterprise and SMB customers, one segment of the market—companies with $100 million to $1 billion in annual sales, referred to as the “big middle”—often gets lost in the shuffle. According to ZS analysis, there are about 30,000 such companies in the U.S., spending more than $150 billion each year on technology and making up about 21% of total IT spending. Unfortunately, many high-tech companies struggle to sell to and serve this attractive market segment.


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Forget the New iPhone Hype. Focus on Artificial Intelligence and Voice Assistants Instead.

Posted by Jason Bell on Mon, Oct 09, 2017

Last month, hype about the iPhone X—the phone’s latest reboot and first major advancement in several years—reached a fever pitch, but if you’re looking at this latest iPhone as the bellwether of what’s coming in the new era of personal technology, you’re looking in the wrong place. The next era of technology will be shaped by artificial intelligence and voice-controlled personal assistants.


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