The SMB/Tech Partner Relationship: 'Do It With Me'

April 11, 2016 Peter Krasilovsky

Businesses have several choices when it comes to managing their tech solutions. They can go:

  1. “Do It Yourself .”  This works well if the solutions are kept at a basic level, or the business owner is technically astute. 
  2. “Do It For Me.” This works well if vendors are very familiar with the business and on top of their needs and budget.
  3. “Do It With Me.” This is ideal for businesses  that want to work with vendors as coaches  as they manage their growth.

 “Do It With Me”  models have been especially embraced by SMBs  with more than one or two employees, but have fewer than 20.  According to BIA/Kelsey research,  41%  of SMBs have taken this approach.

These SMBs  typically aren’t yet ready to hire an employee that is dedicated  to managing technology, and/or a traditional local marketing agency. At the same time, however, they need to adopt  increasingly complex technology solutions that will help them grow.   

There is a long laundry list of these solutions. They might include their Website + analytics, scheduling,   integrated transactional systems, as well as search,  online leads management, social media, loyalty and email.  

Businesses can organically “scale” and coordinate these solutions with Do It With Me relationships. As BIA/Kelsey puts it, growing SMBs often “encounter a yawning chasm that prevents their budget and current marketing capabilities from scaling, because they are mismatched to the cost and complexity of enterprise software platforms.”  

Overbuying tech solutions is a real concern here. Many SMBs end up buying gold-plated solutions they don’t need and can’t afford,  and then they have to start all over again. 

With Do It With Me vendor(s)  in place, businesses  can hire and allocate resources based on their actual needs.  That  lineup can be adjusted as  the business grows.    

 

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