Selling technology to small businesses


According to eMarketer's upcoming SMB IT and E-Business Spending report, small businesses represent a significant growth opportunity for technology vendors, since they spent more than $80 billion on information technology in 2003. Among the report's key findings, research firm Harte-Hanks discovered that because of the severe impact that a bad IT purchasing decision can have on a small business, senior IT managers at small companies are more comfortable with spreading the responsibility for big IT purchases among other colleagues. For technology vendors, this means that sales and marketing efforts must not only speak to the technology requirements of the IT department, but also to the needs of line of business managers and the ROI demands of financial officers.

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