Evaluating the needs of the mid-market 

When solution providers started targeting small and mid-sized organizations, they generally provided a subset of capabilities at a lower price point to help these companies get started. Unfortunately, that missed the mark and did not serve the market as organizations, irrespective of revenue size or number of employees, generally experience the same types of challenges. Human and infrastructure resources may differ based on budget, size, etc. But overall, organizations have similar challenges with different resources available and need to look at how they will approach analytics adoption.

As adoption of analytics increase and organizations become more savvy and understand their requirements, they ingest more data and take advantage of the ability to address complexities and add context to their analytics environment. This creates the need to address agile storage and processing requirements and ensure that analytics can be leveraged based on business requirements without being compromised by systems that do not meet the needs of the company.

The availability of cloud analytics and increasing market maturity in terms of cloud delivery helps level the playing field. Organizations, regardless of size, can take advantage of cloud offerings and leverage the level of services they require to implement and manage their analytics environment. For mid-market organizations this becomes very important as organizations can implement analytics without having to acquire new hardware and can take advantage of the level of services to meet their requirements.

Understanding the uniqueness of mid-market requirements – Looking at Yosemite Analytics as an example

As mentioned, many mid-sized organizations have similar challenges but need to leverage technology in a different way. Cloud analytics makes that possible but solution providers might not focus on the mid-market due to the fact that projects may be smaller or not as complex. Bob Abernethy, President at Yosemite Analytics, provides this level of focus for the mid-market by leveraging Birst and specializing in mid-sized deployments and has seen customers struggle with the:

  • Need to find and identify new customers,
  • Need to compete with larger competitors,
  • Need to see the “big picture” of how their business and operations are doing, and
  • Need to do all the above while keeping costs down.

These business challenges affect all organizations. By providing solutions with manageable price points, small and mid-sized companies can deploy business intelligence in the way they need to meet their requirements and address their cost and infrastructure limitations.

The partnership between Birst and Yosemite Analytics gives organizations the ability to take advantage of a full-scale business intelligence platform and leverage mid-market expertise, essentially adopting technology and an approach to BI adoption that keeps mid-market needs top of mind. Donald Farmer, Principal at TreeHive Strategy, stated that other partnerships like this do not exist and that there is a benefit to mid-sized companies because they are able to leverage solutions specifically targeted to them.

Bottom line for the mid-market

The cloud market is expanding and more organizations are leveraging cloud platforms and analytics. Cloud analytics makes it easier for mid-sized organizations to take advantage of business analytics and data warehousing. At the same time, companies need to make sure that when they adopt cloud, they get the service and expertise that understands the unique needs of the mid-market. This requires looking, not only at solutions, but also at services and expertise to ensure that cloud providers address mid-market needs and understand potential unique characteristics. Although many options exist, organizations should be aware that understanding customer needs can tie in to overall customer satisfaction and successful analytics implementations.