New Forrester Wave Finds That Midmarket Companies Want Enterprise Features At A Small Business Price · Forrester

“Today’s midsize B2B firms are looking for data-driven, enterprise-quality commerce technology at a small-business price that supports:

  • Full-spectrum selling. B2B customers today interchangeably use both self-serve and full-service buying options. Midmarket B2B sellers must operate solutions that meet the idiosyncratic needs of business customers who often prefer to buy without talking to sales reps, but who also may consult with sales reps for more complex and involved purchases.
  • Personalized digital commerce experiences. Personalization is as critical for midmarket B2B companies as it is for enterprise B2B companies. Commerce suites personalize the buying experience for midmarket B2B customers by controlling the front-end experience or by managing the customer data that fuels personalization.
  • Agility and fast time-to-market. Customers need agility and faster TTM from their platforms, which means that years-long implementations and heavy-IT-footprint solutions are becoming obsolete. Midmarket B2B companies now insist that their commerce solutions have cloud-based, service-oriented architectures that operate in a more modern and modular environment.”

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