ZS recently surveyed 86 sales and marketing executives at U.S.-based high-tech companies to understand how they tailor their go-to-market strategy for the big middle, and where there are challenges with their overall approach to the big middle and their ability to segment the big middle even further. The results show that there’s a lot of room for improvement.

Many sales and marketing executives with clients see the big middle as a critical growth opportunity, yet high-tech companies are struggling to capitalize on it. To improve sales and marketing performance in the big middle, high-tech companies should adopt three best practices:

• Depollute field sales roles.
• Increase utilization of inside sales resources.
• Implement a true multichannel sales strategy.

Download "High-Tech’s Missed Opportunity: Tapping Into the ‘Big Middle'" for insights on how you can use these practices now to capture opportunities to win in a market where others are missing out.