Do you know S.M.A.C.S?

Do you know S.M.A.C.S?
S.M.A.C.S. is an acronym used to define the markets which, according to IBM and other major players, will see growth in the years to come.

S for Social, M for Mobility, A for Analytics, C for Cloud,S for Security

The compuBase database contains information on 120 000 IT companies, but how many of them are already active or will be in these markets? The answer below, by country:

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In our database, almost one in every two companies working on the BtoB market has been identified as being active in these areas.
They don’t all have the same activity of course. Here are the counts for each business model:
Software publisher 1725
Publisher of software for a specific activity 3103
Publisher of software for a specific process of companies 4167
Software solutions integrator (developed by third parties) 1419
IT services, Software development (hosting, maintenance, training, bespoke software development....) 20374
Telecom services (Telecom operator, ISP...) 1842
Telecom & network infrastructure integrator 2653
IT infrastructure integrator 2554
Consulting 2018
Reselling to enterprises (hardware, software & services & assemblers) 11197
Wholesaler (resale of IT and Telecom products to resellers) 2404
Web agency (new) 418
Other IT and Telecom connected activities 501
Main activity non qualified 6
Total 56147

The following 20 markets use these technologies more than average. This means that if you target clients or partners who address these markets you will have a better chance of selling S.M.A.C.S. solutions than other markets.
1 Online Services
2 Legal
3 Government - State
4 Security
5 Logistics
6 Property Management
7 Tourism
8 Textile
9 Insurance
10 Associations
11 Chemicals - Oil
12 Food
13 Transport
14 Banking - Finance
15 Local Authority
16 Metallurgy
17 Hotels and Restaurants
18 Agriculture
19 Medical - Health
20 Government Bodies

Obviously the classification varies for each of the technologies. Here are the 10 top markets for each:

Do you know S.M.A.C.S?
Except for security, the online service sector dominates the list. Markets that appear at least three times are: Online services, tourism, fishing, associations, government – state, properties management.

For S.M.A.C.S. get the SMART recruitment approach!

If you believe that « Time is money » and that « Channel recruitment is expensive » then you should read what follows:

There are two ways to recruit partners: 
  1. Take one of your competitors’ partners, or
  2. Train one yourself to sell your products

Trying to work with a partner who is already actively working for a competitor is the easy way to do it. You would just have to show that your solutions are more interesting from a technical, pricing or revenues point of view. But don’t forget…what you do to take that partner from your competitor, may be done by another competitor to you! 

Everyone agrees that real value today is in partner loyalty. There is a better way to earn that loyalty, especially when you are setting out to conquer a new market. This is by accompanying your partners in the change process. Doing so creates a more lasting relationship and ultimately takes less energy, and brings a better return than trying to convince a partner who is already working for a competitor to work for you. The difficulty is in identifying, amidst the multitude of potential partners, those non-active partners that have the skill-sets and characteristics that indicate they are going to become active in a particular field.

The problem is identifying those that are « going to become »…compuBase consulting has developed a scoring method which compares the profiles of potential partners to the characteristics of partners that are already active in a particular field.  A score is attributed to each company, based on the number of points the partners have in common (identical target markets, similar TO structure, similar activities etc…)

​It works!

To validate our approach we compared a group of partners who had been scored for their potential to have a Cloud activity, but who did not at the time have a Cloud activity.
Twelve months later, here’s what the results showed: twice as many partners with a high score developed a Cloud activity than those with a lower score. Considering that partners with a high score represent 5-10% of the partner segment, this means that if you work with the 5-10% target set of partners who have a high score, you will recruit the same number of partners as if you work with twice as many non-scored partners…

compuBase has a database for each market with the following information :

In addition to this information, you can add one or more information modules of your choice. These modules include an indication of revenue range for the corresponding category.

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