High-Tech’s Missed Opportunity: Tapping Into the ‘Big Middle’

John DeSarbo, Brandon Mills

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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 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.

About the Expert

John DeSarbo is a principal in ZS’s San Mateo, Calif., office and leads ZS’s high-tech and sales channel strategy and management practices. He has more than two decades of consulting and industry experience focused on sales and marketing strategy and operations. His areas of expertise include multichannel go-to-market strategy, channel analytics, alliance and partner programs, and sales force design. John works with clients across a variety of B-to-B industry sectors with a particular focus on the technology industry.

Brandon Mills is a manager in ZS’s San Mateo, Calif., office and a leader in ZS’s high-tech practice. Brandon helps clients execute multichannel go-to-market strategies to drive marketing and sales effectiveness across the end-to-end B-to-B buying journey. He has more than seven years of consulting experience, delivering data-driven, actionable insights for leading global organizations.

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