UK Client Sales Director – Intel
Microsoft and Intel, working as an industry alliance partnership, were facing growing competitive pressure in the UK SMB market. In response they commissioned Consenna to conduct market research and make recommendations on how to grow market share.
- First, we surveyed a wide community of SMBs with a brief questionnaire that was focused on the customer journey and buying decisions. Participation rate exceeded 82%.
- Second, organisations were targeted for in-depth 30-minute interviews, to gather greater insight into influencing factors, decision-making, and purchase channels.
- Third, reseller partners were engaged to understand the strengths and weaknesses of competitor programmes.
The survey, interview, and reseller partner findings were combined and analysed to generate a report and presentation with actionable recommendations.
Within two months, we had a comprehensive understanding of the SMB buyer journey. Our recommendations enabled Microsoft, together with their OEM partners, to refine their go-to-market strategies and drive growth against the competition. The research helped Microsoft and Intel make better, data-driven strategic decisions towards increasing market share. The sound foundation of research enables Microsoft, Intel and their OEM partners to build proactive through partner growth programmes.