Don’t tell me, show me
Small and medium-sized businesses (SMBs) are at the heart of economic recovery and growth. They account for more than 40% of total economic output in the US and 47% of employment. SMBs are also, of course, a key market for enterprises. In theory, that is. In practice, enterprises are set up to work with other enterprises and consumers, and they have consistently missed the mark when it comes to engaging effectively with SMBs.
To better understand this perception gap, we surveyed more than 1,000 respondents to explore the perceived relationship between enterprises and SMBs, and the results are clear. Enterprises believe that they get what SMBs want and need. But SMBs don’t see that understanding coming through in practice. In fact, there’s a considerable gap between the perceptions that enterprises have about their relationship and the reality that SMBs express.