Salesforce SMBs


Salesforce digital SMBs

Annual research

This Deloitte Access Economics research was commissioned by Salesforce to explore the use of digital tools by small businesses in Australia and New Zealand.

About this study

Salesforce commissioned Deloitte Access Economics to prepare a series of reports on the state of the small to medium business (SMB) sector in Australia and New Zealand. In particular, the research specifically focuses on the middle market SMBs with 16 to 100 employees.

The research explores the use of digital tools by small businesses in Australia and New Zealand. It is based on a survey of over 500 SMBs (defined as having up to 100 employees) across 18 industry sectors. The survey asked twelve questions about the current situation facing the business and their use of technologies and strategies to engage customers.

This research provides new evidence that digital is not just for those with online sales. Even the most traditional businesses can increase revenue with the right tools and investments in digital.

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Digital opportunities for today’s small business

Making the most of new technology


This report investigates the general competitive landscape, sales, marketing and technology, and customer service operations of SMBs.

It finds that some things have remained consistent for small businesses, such as the perceived benefits of digital technology and the main factors affecting business operations. On the other hand, there are also some shifts – digital is having a faster than expected impact both in sales and customer interactions and in this evolving digital environment, a decision not to upgrade may effectively be a decision to fall behind.

The report considers the current situation for SMBs and the potential benefits of upgrading their sales, marketing and customer service systems.

Digital opportunities for today's small business

SMBs in digital race for the customer

Capitalising on digital opportunities


The way customers in Australia and New Zealand engage and transact with businesses continues to change. The proliferation of 'digital tools' such as mobile, social and cloud means these changes are occurring rapidly businesses.  and are driving investment decisions by savvy SMBs.

Digital is no longer a luxury reserved only for sophisticated organisations but is accessible for most SMB businesses. In today’s customer-centric market, it's critical for SMBs to establish a proactive digital presence to improve overall business performance, relevance and profitability.

This report provides detailed insights on how SMBs can effectively harness digital technologies to improve the customer experience and ultimately grow their business. It also reveals hidden competition in the digital space and the critical steps SMBs need to take to avoid being left behind.

SMBs in digital race for the customer

Navigating to the Future

Pulse check of SMBs in Australia and New Zealand


In the Pulse Check, we analyse the SMB sector from three angles: the general business environment and competitive landscape, the role of digital technology in the sector and the aspirations and plans of owners and managers of SMBs.

In the Action Plan, we propose ways in which SMB owners and managers can act on the insights from the pulse check. This is based on the economic analysis itself, but also draws on the practitioner expertise of Deloitte Private, Deloitte’s SMB specialists.

We outline directions in five areas: quality and customer service, sales and marketing, staff, cloud and data analytics, and business agility.

Navigating to the future - Pulse check of SMBs
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