Sage Study: IT Partners Shift to Advisory Roles for SMBs

A new study released by Sage indicates a significant shift in the role of IT channel partners in the U.S. and Canada. The research highlights that a growing number of technology resellers are transitioning from providing point solutions to acting as strategic advisors for small and medium-sized businesses (SMBs). This evolution aims to improve SMBs' digital agility and foster growth in the digital economy.

The report, which surveyed 2,800 technology channel decision-makers globally, found that 59% of respondents in the U.S. and 52% in Canada are now focusing more on strategic advisory and services. The objective is to assist SMBs in adapting more rapidly to market shifts, technological advancements, and evolving customer demands.

Nearly three-quarters of SMBs in the U.S. (73%) and Canada (74%) prioritize investments in digital agility, viewing it as a key driver for business growth, enhanced competitiveness, and increased efficiency. Cybersecurity solutions (56% in the U.S., 62% in Canada) and AI and automation (56% in both countries) are identified as critical technologies for promoting digital agility.

Among the primary challenges faced by channel partners in supporting SMBs is the complexity of technology and integration processes. U.S. partners also cited keeping up with technological evolution and balancing priorities as significant hurdles. The study underscores the importance of deeper collaboration between IT resellers and SMBs to fully leverage new technologies and navigate market changes.