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1、SALESFORCE2SMALL&MEDIUM BUSINESS TRENDS,6TH EDITIONSmall businesses may have small teams,but they can have a big impact.Many are high-growth,with comparable revenues to much larger competitors,despite facing the same pressures with fewer resources.As artificial intelligence(AI)evolves toward autonom

2、ous agents,SMBs have a powerful opportunity to efficiently scale their operations.AI agents can independently handle both customer outreach and back-office tasks,letting smaller businesses do more with limited resources.SMBs embracing AI today are already seeing clear returns:increased productivity,

3、personalized customer experiences,and revenue growth.Our sixth“Small and Medium Business Trends”report,based on a survey of SMB leaders worldwide,reveals how forward-looking businesses are navigating this critical moment.The report explores:How SMBs are ramping up their tech investments to level the

4、 playing field against larger competitors What separates high-growth SMBs from others in their approach to data and technology What SMBs are learning as they implement AIWith AI and data,the future looks bright for SMBs.I hope you find this research helpful as you navigate your new era of growth.Kri

5、s BillmaierEVP&GM,Sales Cloud and Self-Service&Growth Products A Letter from SalesforceSALESFORCE3SMALL&MEDIUM BUSINESS TRENDS,6TH EDITIONWhat Youll Find in This Report3,350 leaders from small-and medium-sized businesses surveyed worldwideFor the sixth edition of the“Small&Medium Business Trends”rep

6、ort,Salesforce surveyed 3,350 leaders from small,medium,and growth businesses(SMBs)those with 200 or fewer employees.The global survey uncovers:What distinguishes growing SMBs from their peers How SMBs are strategizing their tech stack to achieve their goals AIs impact on productivity and revenue,an

7、d SMBs plans for its expansionDue to rounding,not all percentage totals in this report sum to 100%.All comparison calculations are made from total numbers(not rounded numbers).Data in this report is from a double-anonymous survey conducted from August 3,2024,through September 16,2024.Respondents rep

8、resent 26 countries across six continents.All respondents are third-party panelists.For further survey demographics,see page 47.Company Performance LevelsThroughout this report,we classify survey respondents across the following tiers,based on changes to revenue over the past 12 months.What Youll Fi

9、nd in This ReportSALESFORCE4SMALL&MEDIUM BUSINESS TRENDS,6TH EDITIONGrowing Revenue increased over 5%62%Stagnant Revenue changed between -5%and+5%30%Declining Revenue decreased over 5%8%Executive Summary.06Chapter 1|SMBs See a Bright Future Ahead.07Chapter 2|Tech Investments Pave the Way for Growth.

10、11Chapter 3|SMBs Embrace AI as the Agentic Age Dawns.16Chapter 4|Smart Data Strategies Change the Game.23Look Ahead.27 Appendix.30 Industry Profiles.38 Survey Demographics .46ContentsSALESFORCE5SMALL&MEDIUM BUSINESS TRENDS,6TH EDITIONIn pursuit of efficiency and growth,SMBs are ramping up their tech

11、 investments to forge stronger customer relationships and scale growing operations.They recognize how important it is to embrace AI and prioritize data strategies that provide speed,reliability,and a clear understanding of their customers all while earning and maintaining trust.These proactive,strat

12、egic moves position SMBs to thrive alongside larger competitors in a rapidly changing business landscape.Executive SummarySALESFORCE6SMALL&MEDIUM BUSINESS TRENDS,6TH EDITIONSmart Data Strategies Change the GameSMBs see the explosion of data and the opportunities it opens,and are prioritizing efforts

13、 to organize and secure it.Sixty-six percent of SMBs are increasing their investment in data management.SMBs Embrace AI as the Agentic Age DawnsSMBs arent just adopting AI.Theyre doubling down on investments in light of boosts to revenue,productivity,and customer experience.In fact,90%of SMBs with A

14、I report more efficient operations.03SMBs See a Bright Future AheadSMBs are actively pursuing growth and boldly taking on larger competitors.Eighty-one percent of SMB leaders are optimistic about their business future.01Tech Investments Pave the Way for GrowthTechnology investments are increasing.Wh

15、ile leaders are confident in their strategies,some are overwhelmed by the pace of technological change,the number of tools,and rising security concerns.Seventy-six percent of SMBs spend more on technology now than they did last year.0204SMBs See a Bright Future Ahead1Top SMB PrioritiesSMBs Focus on

16、Improving Technology,Empowering Customers,and EmployeesSomewhat optimisticNeither optimistic nor pessimisticSomewhat pessimisticVery pessimisticSMB Leaders Optimism About Their Business Future Very optimistic47%34%12%4%3%SALESFORCE8SMALL&MEDIUM BUSINESS TRENDS,6TH EDITIONRunning an SMB is a high-ris

17、k,high-reward endeavor.Lets face it there are few safety nets for businesses navigating ever-shifting economic and technological landscapes.Despite uncertainties,todays SMB leaders remain optimistic:Eight in 10 are confident about the future of their businesses.However,some SMBs demonstrate stronger

18、 performance than others and their priorities may hint at why.The#1 goal of stagnant and declining SMBs is to chase new customers.Meanwhile,growing SMBs focus on improving the experiences that attract customers in the first place.These leaders also prioritize upgrading existing tech and rolling out

19、new solutions to strengthen their business.Growing SMBs Prioritize Experience01Growing SMBsImprove customer experience1Improve use of existing tools/technology2Implement new tools/technologies3Stagnant SMBsAcquire new customers1Improve customer experience2Build customer loyalty3Declining SMBsAcquire

20、 new customers1Cut costs2Target new markets3How SMB Leaders View Themselves Against Larger CompaniesSMB Leaders Who Agree with the Following StatementsAt an advantageNo differenceAt a disadvantageSMBs Say They Have an Edge for Satisfying Customers,Delivering Unique ValueWe offer more unique value to

21、 customers than larger companiesWe have stronger customer relationships than larger companiesWe have primary competition is larger companies79%77%63%Meeting customer expectationsDelivering products/services with efficiencyBuilding customer loyaltyAdjusting to market shiftsKeeping up with tech trends

22、Leveraging the latest tech63%61%61%54%53%51%33%33%32%36%33%34%4%6%7%9%13%15%SALESFORCE9SMALL&MEDIUM BUSINESS TRENDS,6TH EDITIONWhile SMBs are often seen as underdogs,SMB leaders feel their businesses offer unique value and forges stronger customer relationships than their larger competitors do.Over

23、six in 10 SMB leaders view their primary competitors as larger companies,rather than businesses their size.Overall,SMB leaders feel well-positioned against their larger competitors.Although SMBs may have fewer resources,they excel at adapting and responding to market conditions quickly.In fact,54%of

24、 SMB leaders feel at an advantage when adjusting to market shifts.SMBs Feel Well-Positioned Against Larger Competitors01SMB Leaders Who Agree with the Following Statements Im confident my company is making the right decisions about technology82%My companys technology sets us up for success79%I worry

25、 my company will fall behind when it comes to technology51%I feel overwhelmed by the pace of technological change47%I often feel frustrated by the limitations of my companys technology46%SALESFORCE10SMALL&MEDIUM BUSINESS TRENDS,6TH EDITIONWhile growing revenue and attracting customers are the most c

26、hallenging tasks for SMBs,keeping up with technology also ranks high.As enterprises continue to digitize,over half of SMB leaders are concerned about falling behind technologically,and nearly as many admit they feel overwhelmed by the pace of technological change.Despite this,SMB leaders believe the

27、ir companies are making smart decisions about technology and that their tech sets them up for success.SMBs Tackle Tech Challenges01Besides Growing the Business,SMBs Top Challenge Is Keeping Up with TechnologyTop SMB ChallengesIncreasing sales revenue1Acquiring new customers2Keeping up with changing

28、technology3Competition from other businesses4Retaining existing customers5See full list on p.31.Tech Investments Pave the Way for Growth202SMB Leaders Who Agree with the Following StatementsGrowing SMBs Exhibit Stronger Investments and ConfidenceMy company keeps pace with peers of its size when it c

29、omes to technologyKeeping up with changing technology is challenging78%68%59%73%55%42%71%66%55%SMB Technology Investment Compared to a Year Ago76%of SMBs invest more19%of SMBs invest the same amount5%of SMBs invest less88%10%2%59%34%6%46%34%20%Growing SMBsStagnant SMBsDeclining SMBsGrowing SMBsStagn

30、ant SMBsDeclining SMBsAll SMBs73%65%68%SALESFORCE12SMALL&MEDIUM BUSINESS TRENDS,6TH EDITIONTo address concerns of falling behind in technology,SMBs are proactively increasing investment.Tech spending is on the rise among SMBs,with 76%spending more on technology now than they did last year,and only 5

31、%cutting back.When it comes to tech,most SMBs believe theyre keeping pace with competitors of similar and larger sizes.However,SMBs with declining revenue are more likely to lag behind their larger competitors.Growing SMBs are more likely to struggle to keep up with advances in technology,indicating

32、 they take the task seriously,and that less successful peers may be underestimating the challenge in front of them.SMBs Ramp Up Tech InvestmentsMy company keeps pace with larger businesses,when it comes to technology02SMB Leaders Who Agree with the Following StatementsAlmost Half of SMB Leaders Feel

33、 Overwhelmed by Too Many Business ToolsSMB Leaders Description of Their Technology Mix53%46%44%66%32%1%50%44%6%45%45%10%An integrated suite of technology solutionsMany stand-alone applicationsDont knowGrowing SMBsStagnant SMBsDeclining SMBsData is often inconsistent across our business toolsI feel o

34、verwhelmed by too many business toolsThere isnt time to master all the technology my company usesSALESFORCE13SMALL&MEDIUM BUSINESS TRENDS,6TH EDITIONWhile SMBs largely embrace technology,having too many tools is not necessarily better.The average SMB uses seven different business applications,which

35、can feel overwhelming without sufficient resources and technical expertise.For example,over half of SMB leaders report frequent data inconsistencies across their various tools.Compared to their stagnant or declining peers,growing SMBs are more likely to describe their tech as an integrated suite.Acc

36、ording to a separate study,this approach can reduce time wasted:small business owners lose 1.5 hours daily to wasted time,with nearly a fifth attributing some of this to context switching between multiple applications.11 Slack Small Business Productivity Trends,2024Growing SMBs Consolidate Their Tec

37、h Stacks02Security Is a Bigger Tech Hurdle Than BudgetSMB Leaders Who View the Following As Major ChallengesGrowing SMBsStagnant SMBsDeclining SMBsSecurity concerns29%20%14%Budget constraints23%21%30%Inadequate performance of new technology23%17%14%Difficulty customizing new technology to meet our b

38、usiness needs22%16%16%Inflexible technology that doesnt adapt as the business grows20%16%13%Lack of time to train employees19%17%17%All SMBs25%23%22%20%18%18%SALESFORCE14SMALL&MEDIUM BUSINESS TRENDS,6TH EDITIONAs SMBs become increasingly technology-driven,they face new challenges.Unsurprisingly,SMBs

39、 with declining revenue are more likely to feel the pressure of budget constraints.Meanwhile,growing SMBs are twice as likely to voice security concerns,such as data breaches,phishing attacks,and ransomware.Additionally,leaders from growing SMBs seem to demand more from their technology,with a large

40、r share expressing issues around technology performance,customization,and scalability.Leaders Weigh in on Their Biggest Tech Challenges02SALESFORCE15SMALL&MEDIUM BUSINESS TRENDS,6TH EDITIONWhen SMBs evaluate new technology,they consider many factors,including functionality,price,ease of setup and ma

41、intenance,customer service quality,and more.Growing SMBs primarily focus on AI capabilities,a consideration that doesnt even crack the top three of their less successful peers.In contrast,stagnant and declining SMBs look at price first and foremost.When evaluating technology,40%of leaders at growing

42、 SMBs say AI capabilities are extremely important,vs.23%at declining SMBs.AI Leads in Tech Investment ConsiderationsTop Factors for Evaluating New TechnologyRanked by responses of extremely important.Growing SMBs Prioritize AI More Than Their Stagnant and Declining PeersStagnant SMBsPrice1Ease of us

43、e2AI capabilities3Declining SMBsPrice1Ease of use2Ease of set up3Growing SMBsAI capabilities1Ease of use2Compatibility with existing infrastructure or systems3SMBs Embrace AI as the Agentic Age Dawns3Three-Fourths of SMBs Currently Invest in AI in Some Capacityof SMBs are evaluating or using AI75%17

44、%41%34%7%1%SALESFORCE17SMALL&MEDIUM BUSINESS TRENDS,6TH EDITION03You might think of AI as a tool for large enterprises,but its a game changer for SMBs,too.Today,75%of SMBs are investing in AI in some capacity,with over a third saying theyve fully implemented AI in their operations.Growing SMBs are 1

45、.8x more likely to invest in AI than declining SMBs.SMBs without AI underestimate the technologys prevalence among their peers.While 80%of those with AI know its a commonly used tool in their space,only a third of those without the technology agree.More SMBs Use AI Than Some AssumeFully implemented

46、AINo plans to use AlEvaluating AlExperimenting with AIDont knowof SMB leaders without Al believe most businesses their size use AI33%of SMB leaders with AI believe most businesses their size use AI80%No changeDont know/not applicableDeclineSMBs Adopt AI for Uses Across the BusinessIncreaseSALESFORCE

47、18SMALL&MEDIUM BUSINESS TRENDS,6TH EDITION03SMBs most commonly use AI to optimize marketing campaigns,generate content like emails and blog posts,and personalize customer recommendations.And theyre looking to double down:three in four SMBs plan to increase their AI investment over the next year,and

48、only 4%plan to decrease it.Seventy-eight percent of business buyers expect AI to match human capabilities within the next decade.1As AI advances,it unlocks a world of possibilities for companies.This includes AI acting without human involvement in support of customers and employees across the busine

49、ss.Salesforce sees autonomous intelligent agents as the next chapter in AIs evolution,building on the foundation laid by predictive and generative AI.85%of SMBs with AI say theyll get a return on their investment.1Salesforce State of the Connected Customer,2024AI Investment Increases to Serve Broad

50、Use CasesAll SMBsDeclining SMBsGrowing SMBsStagnant SMBs3%55%22%18%5%7%78%16%3%4%60%27%4%9%Top AI Use CasesMarketing campaign optimization1Content generation2Automated recommendations for customers3Natural language search tools4Automated service chatbots5Expected Change in AI Investment Over Next Ye

51、ar71%20%SMB Leaders Who Agree with the Following StatementsReported Impact of AI on the Following MetricsBase:SMBs that use AI.Base:SMBs that use AI.48%44%6%1%1%Al makes operations more efficientAl helps scale our servicesAl improves our marginsAl helps us compete against the competition86%90%87%86%

52、Customer experience49%45%5%1%0%ProductivityRevenue0%46%45%1%7%Improves a lotImproves someWorsens a lotSALESFORCE19SMALL&MEDIUM BUSINESS TRENDS,6TH EDITION03AIs benefits extend to SMBs employees,customers,and bottom lines.This is a big deal for any business,but especially those with fewer resources t

53、o spare.Nine in 10 SMBs with AI experience more efficient operations.Meanwhile,AIs efficiencies,personalization,and scalability improve customer experience by,for example,increasing delivery speed,customizing services,and more.78%of SMB leaders at companies with AI say that the technology will be a

54、game changer for their company.SMB Leaders Agree:AI Delivers ResultsNo differenceWorsens someSMB Leaders Report Improvements to Productivity,Customer Experience,and RevenueBase:SMBs that use AI.SALESFORCE20SMALL&MEDIUM BUSINESS TRENDS,6TH EDITION03Top Concerns About AISecurity Remains a Top Concern

55、Across IndustriesIndustries Top Concerns About AIWhile AI may be a boon for businesses,its not without its challenges.Far and away,the biggest concern is security.When not properly secured for business use cases,as is the case for consumer-grade products,AI can introduce risks of data breaches and e

56、xposing sensitive information.Beyond security,different industries are grappling with their additional anxieties around this new technology.For instance,the financial services industry is particularly concerned about integrating AI with their myriad legacy systems,and retailers are wary of customers

57、 distrust as they ramp up AI use.Security Tops SMB AI ConcernsSecurityConcernsCustomer distrustof AIComplianceconcernsInsufficient technical expertiseDifficulty keeping up with AI as it evolves41%25%24%24%22%Base:SMBs that use AI.See more industries on p.38.Security concerns1Poor integration with ex

58、isting technology(tie)2Difficulty keeping up with AI as it evolves(tie)2Financial ServicesSecurity concerns 1Customer distrust of AI2Inaccurate outputs3RetailSecurity concerns1Compliance concerns2Ethical concerns3AutomotiveSecurity concerns1Customer distrust of AI2Insufficient technical expertise3Te

59、chnology03SALESFORCE21SMALL&MEDIUM BUSINESS TRENDS,6TH EDITIONExpert Perspective on Ethics in the Age of Agentic AIWhat ethical concerns are you hearing about autonomous AI agents?As an enterprise AI company,the risks we focus on are accuracy,bias,toxicity,safety,and privacy.And were not alone with

60、these ethical concerns the public,our customers,and regulators are paying very close attention as AI technologies rapidly progress.These risks arent new,but as AI moves from generating content to taking action on our behalf,ensuring trustworthy AI is more important than ever.What data risks are cust

61、omers most concerned about with autonomous AI agents?As we know,agentic AI is not without risks.For this next evolution of agentic AI,were focused on tools that allow people to lean in on the highest-risk,highest-judgment decisions and delegate the rest.To be clear,this doesnt mean humans are in the

62、 loop of every AI output that doesnt work anymore.Instead,were focused on intentional design and system-level controls that supports both humans and AI.For example,empowering humans to keep a birds-eye view of their AI and enabling agentic AI to escalate to humans when necessary.What can companies d

63、o to prepare?Start with a focus on the data.Good data is core to good AI.Its always been important for organizations to collect quality data and ensure transparency and consent in the collection process.Its also crucial to keep in mind that ethics and intention matter.Organizations should have a cle

64、ar strategy for how they plan to use AI agents to enhance their business,and then ensure they are transparent about when and how the AI is used.People need to know when they are interacting with AI agents versus human agents.Paula GoldmanChief Ethical and Humane Use Officer,SalesforceSALESFORCE22SMA

65、LL&MEDIUM BUSINESS TRENDS,6TH EDITION03AI isnt a small adjustment;its a radical shift.In fact,82%of leaders at organizations with AI say itll reshape how they operate.Preparing to use AI requires thorough planning,investment,and training.Once its implemented,SMBs may pursue additional technological,

66、procedural,and organizational changes.As SMBs expand their use of AI,they gain confidence,exhibiting significant jumps in their perceived knowledge readiness as they move from evaluation to experimentation.SMBs Foresee Reimagined OperationsSMBs Are Learning AI As They GoSMB Leaders Who Say the Follo

67、wingMy company is ready for AIMy company knows how to effectively implement AI83%76%47%44%Experimenting with AlEvaluating Al use casesof SMB leaders with AI say it will restructure their operations82%Smart Data Strategies Change the Game4SALESFORCE24SMALL&MEDIUM BUSINESS TRENDS,6TH EDITION04Quality

68、data is the foundation of many business processes from personalizing customer interactions and analyzing performance to training AI to reach its full potential.While virtually all SMB leaders believe their companies are at least somewhat data-driven,less than half say theyre very data-driven.This co

69、uld lead to tangible obstacles that hinder SMBs from translating data into insights and actions.The biggest factors that hold back data-driven operations are a lack of resources and expertise to analyze data and implement insights.Additionally,SMBs grapple with technical hurdles,like integrating dat

70、a from multiple sources and importing data from external systems.SMBs Struggle Translating Data Into InsightsExtent to Which Leaders Feel Their SMBs Are Data-DrivenRanking of SMB Challenges to Acting on DataSMBs Often Lack Data Resources and ExpertiseVery data-drivenSomewhat data-drivenNot very data

71、-drivenNot at all data-driven47%47%5%1%Salesforce State of Analytics,November 2023Lack of resources/expertise to extract data for analysis1Integrating data from separate sources3Importing data from external sources5Lack of resources/experience to act on insights2Lack of resources/expertise to unders

72、tand insights4Integrating insights into existing processes6Organizational silos780%of SMB leaders say improving the quality of their data would increase revenueSALESFORCE25SMALL&MEDIUM BUSINESS TRENDS,6TH EDITION04SMBs with AI Are Especially Eager to Improve Their Data ManagementMost SMB leaders agr

73、ee that improving their companys data quality will boost productivity and revenue.Over the next year,66%of SMBs plan to increase their investment in data management a number thats even higher for SMBs using AI.Effective data management has always been important,but AI raises the stakes,as its perfor

74、mance depends heavily on the quality of the underlying data.85%of SMB IT professionals say AIs outputs are only as good as its data inputs.1 1Salesforce,State of Data&Analytics survey data,2023.Data Management Investments Are IncreasingExpected Change in Data Management Investment Over Next YearIncr

75、easeNo changeDecreaseSMBs with AISMBs without AI75%52%23%44%2%4%Responses of dont know and not applicable are not included in base.84%of SMB leaders say complete and accurate data is increasingly important for business success82%of SMB leaders say improving the quality of their data would improve pr

76、oductivitySALESFORCE26SMALL&MEDIUM BUSINESS TRENDS,6TH EDITION04Actions Taken to Secure Company And Customer DataAs Risks Heighten in the AI Era,Opportunities Remain to Deepen SecurityData volumes increase business opportunities,but they also increase risk.However,SMB leaders feel up to the task.84%

77、of SMB leaders are confident their companies can keep sensitive data secure.Despite this confidence,SMBs could benefit from a closer look at their data security practices.Asked about specific security measures like application updates,two-factor authentication,or even basic password protection,fewer

78、 than half of the SMB leaders surveyed said they used any of them.IT leaders suggest security measures become increasingly important in the age of generative AI,as threats grow more sophisticated and the use of consumer tech like ChatGPT unintentionally exposes company data.Data Security Shows Room

79、for ImprovementUsing cloud-based technology to backup and store dataCreating and managing strong passwords through password managersUpdating applications regularlyImplementing access controls and/or monitoring for internal usersUsing two-factor authenticationStoring the minimum amount of customer in

80、formation requiredNone of the above48%46%44%44%39%37%36%2%Salesforce,Generative AI Snapshot Series,2023of IT leaders say generative AI introduces new security risks71%Blocking malicious sites before they target customersSALESFORCE27SMALL&MEDIUM BUSINESS TRENDS,6TH EDITIONLook Ahead:The Growing Impor

81、tance of Trust and ScaleSMB Leaders Who Describe the Following as Extremely Important for Evaluating New TechAs technology plays an ever-increasing role in SMBs growth trajectories,leaders are examining what matters in choosing the right partners.Price remains a critical factor in technology evaluat

82、ion,but other factors like scalability,industry reputation,and especially AI capabilities have soared in importance.Additionally,eight in 10 SMB leaders say theyre willing to spend more on trusted vendors and scalable technology.AI capabilitiesScalabilityIndustry-leading vendor6%10%10%13%23%19%35%28

83、%26%Price26%33%34%201920202024SMB Leaders Who Agree With the Following StatementsI would spend more for tech from trusted vendorsI would spend more for tech that scalesI prefer working with tech vendors we have existing relationships with81%81%77%SALESFORCE28SMALL&MEDIUM BUSINESS TRENDS,6TH EDITIONA

84、utonomous Agents:The Next Wave of Artificial IntelligenceGenerative AI only recently took the world by storm,but a new wave is already here autonomous agents.While generative AI can create new content based on a prompt,agents will perform tasks without human intervention.For example,if a customer wa

85、nts to plan a trip to an unfamiliar location,agents wont just offer intelligent service recommendations.They will actually take concrete actions on a customers behalf:visiting websites,making plans,and even booking tickets.All small businesses could use an extra pair of hands without the cost of add

86、itional headcount.Thats the power of autonomous agents,like Salesforce Agentforce.But great AI needs great data.Salesforce provides SMBs with an integrated tech stack that connects customer data and applications to a trusted platform,which fuels smarter AI.Were focused on doing everything we can to

87、help SMBs be more productive,effective,and drive growth.Kris BillmaierEVP&GM,SALES CLOUD AND SELF-SERVICE&GROWTH PRODUCTSGenerative AIAgentic AIPredictive AIUses historical data to recognize patterns over timeCreates new content based on user promptsPerforms tasks without human interventionExplore a

88、gent use cases SALESFORCE29SMALL&MEDIUM BUSINESS TRENDS,6TH EDITIONGet the guideGet the reportSalesforce for Small Business Discover all the AI-powered solutions for small and growing businesses.The Journey to AI-Powered CRM Forrester Consulting surveyed over 700 global business leaders for their ta

89、ke on succeeding with AI for CRM.Explore solutions The Guide to AI for Small Businesses Everything you need to identify the best use cases for AI,build an AI strategy,and get inspired by other small business AI stories.Explore more resources for SMBs.AppendixSALESFORCE31SMALL&MEDIUM BUSINESS TRENDS,

90、6TH EDITIONSMB Leaders Who Say the Following Is ChallengingEngaging customers where they preferIncreasing sales revenueUnderstanding customers needsAcquiring new customersAffording business costsKeeping pace with changing technologyProviding a consistent experienceCompetition from other businessesPr

91、oviding quality products and servicesRetaining existing customersPersonalizing customer engagmentsHiring and/or retaining talentAccessing capitalKeeping up with demandComplying with government regulations and industry standards Finding sufficient time to manage the businessResponding to inquiries qu

92、ickly72%68%63%62%61%58%56%72%67%62%60%56%62%61%56%56%55%SMB Leaders Who Say the FollowingMy companys primary competition is larger companiesMy company offers more unique value to customers than large companiesMy company has stronger customer relationships than larger companies69%82%81%54%76%70%52%65

93、%65%Growing SMBsStagnant SMBsDeclining SMBsSALESFORCE32SMALL&MEDIUM BUSINESS TRENDS,6TH EDITIONSMBs Perceived Advantages or Disadvantages Versus Larger CompetitorsGrowing SMBsStagnant SMBsDeclining SMBs69%55%50%29%39%39%2%5%10%Meeting Customer ExpectationsGrowing SMBsStagnant SMBsDeclining SMBs67%53

94、%48%29%40%36%4%7%16%Delivering Products/Services With EfficiencyAt an advantageNo differenceAt a disadvantageGrowing SMBsStagnant SMBsDeclining SMBsBuilding Customer Loyalty67%52%48%29%39%35%4%17%9%Growing SMBsStagnant SMBsDeclining SMBsKeeping Up With Technology Trends61%43%34%30%39%33%18%33%9%Grow

95、ing SMBsStagnant SMBsDeclining SMBsLeveraging The Latest Technology60%39%30%31%40%34%20%36%9%Growing SMBsStagnant SMBsDeclining SMBsAccessing Capital52%37%27%37%43%35%21%39%11%Growing SMBsStagnant SMBsDeclining SMBsAttracting And Hiring Top Talent58%39%27%32%38%37%23%36%10%Growing SMBsStagnant SMBsD

96、eclining SMBsAdjusting To Market Shifts58%46%34%32%41%40%26%6%12%Online advertising tools56%Marketing management software55%Data management and analysis tools55%Sales management software54%Customer relationship management(CRM)system51%Customer service software55%E-commerce software52%Project or task

97、 collaboration tools50%Percentage of SMBs That Use the Following TechnologiesSALESFORCE33SMALL&MEDIUM BUSINESS TRENDS,6TH EDITIONExtent SMBs Invest in Technology Compared to a Year AgoGrowing SMBsStagnant SMBsDeclining SMBsSMBs Plans for Technology Mix Over Next YearGrowing SMBsStagnant SMBsDeclinin

98、g SMBsMuch moreSomewhat moreThe same amountSomewhat less22%37%40%1%19%43%33%30%5%18%41%11%Much moreSomewhat moreThe sameSomewhat lessMuch less35%53%10%2%1%15%44%34%34%5%1%9%36%12%9%New Technology Evaluation FactorsExtremely importantVery importantSomewhat importantNot very importantNot at all import

99、antAl capabilitiesEase of usePriceCompatibility with existinginfrastructure or systemsVendor reputation forsecurity and reliabilityEase of set upSimplicity of maintenanceSpeedSupport and trainingAutomation featuresScalabilityMobile capabilitiesIndustry-leading vendor35%34%33%32%31%31%30%29%28%28%26%

100、26%49%47%47%47%50%50%50%50%48%47%49%44%15%18%18%19%17%17%18%20%20%21%20%23%39%35%19%5%2%1%2%2%2%1%1%1%1%3%1%4%1%3%6%1%1%SALESFORCE34SMALL&MEDIUM BUSINESS TRENDS,6TH EDITIONSMB Leaders Who Say the Following86%74%68%I would spendmore for techfrom trustedvendorsI would spendmore for techthat scalesI pr

101、efer workingwith tech vendorswe have existingrelationships withSALESFORCE35SMALL&MEDIUM BUSINESS TRENDS,6TH EDITIONGrowing SMBsStagnant SMBsDeclining SMBs86%84%83%70%65%77%77%69%65%Growing SMBsStagnant SMBsDeclining SMBsof SMB leaders areexcited about the opportunities thatcome with AI81%of SMB lead

102、ers prefer to buy software online through self-service rather than through a sales rep62%of SMB leaders say they worry theyll be left behind when it comes to AI49%of SMB leaders say theyre overwhelmed by the idea of using AI46%82%47%82%61%SMBs with1-20 employeesSMBs with21-100 employeesSMBs with101-

103、200 employees82%60%SMBs with1-20 employees24%75%SMBs with21-100 employees43%81%SMBs with101-200 employees46%84%SMB Leaders Who Say Most Businesses Their Size Will Use AI Within 5 YearsSMB Leaders Who Say Most Business Their Size Use AISMB has AISMB does not have AISMB has AISMB does not have AISALES

104、FORCE36SMALL&MEDIUM BUSINESS TRENDS,6TH EDITIONSMB Leaders Who Say the FollowingSMBs That Agree With the FollowingAll SMBsAI fully implementedExperimenting with AIEvaluating AI use casesNo plans to use AIComplete and accurate data is increasingly important for business successImproving the quality o

105、f my companys data would increase revenueImproving the quality of my companys data would improve productivity65%79%84%92%84%43%68%83%91%80%48%73%83%92%82%Improving the quality of my companys data would improve productivityImproving the quality ofmy companys data would increase revenueComplete and ac

106、curate data is increasingly important for business success65%76%87%82%65%71%86%80%77%80%88%84%SALESFORCE37SMALL&MEDIUM BUSINESS TRENDS,6TH EDITIONAll SMBsGrowing SMBsStagnant SMBsDeclining SMBsIndustry ProfilesImproves a lot Improves someNo differenceWorsens someWorsens a lotSALESFORCE39SMALL&MEDIUM

107、 BUSINESS TRENDS,6TH EDITIONAutomotive&EnergyTop Factors for Evaluating New TechAI capabilities1Top AI Concerns2Security concerns1Lack of strategy or use casesCompliance concerns2Top AI Use Cases13Automated service chatbots1Automated campaign insights2Marketing campaign optimization3Ease of use21Bas

108、e:Using or evaluating AI2Base:Uses AI3Base:Evaluating or experimenting with AIImpact of AI on the Following23Compatibility with existing infrastructure/systemsSMB Leaders Who Say the FollowingImproving the quality of my companysdata would improve productivityData is often inconsistentacross our busi

109、ness toolsI feel overwhelmedby too many business tools85%64%48%AI Business Impact Sentiments2Al improves our marginsAl helps us scale our servicesAI makes our operations more efficientMy company will get a returnon its AI investments89%88%83%81%AI SentimentsMy company is ready for AI3Our approach to

110、 AI keeps pace with the competitionMost businesses oursize use AI now81%78%76%54%39%54%44%48%45%2%4%5%2%1%0%0%1%0%Customer experienceProductivityRevenueImproves a lot Improves someNo differenceWorsens someWorsens a lotSALESFORCE40SMALL&MEDIUM BUSINESS TRENDS,6TH EDITIONCommunications&MediaTop Factor

111、s for Evaluating New TechAI capabilitiesEase of usePrice123Top AI Use Cases1Marketing campaign optimizationAutomated recommendations for customersPredictive forecasting for sales123Top AI Concerns2Security concernsInsufficient technical expertise Customer distrust of AI1231Base:Using or evaluating A

112、I2Base:Uses AI3Base:Evaluating or experimenting with AISMB Leaders Who Say the FollowingImproving the quality of my companysdata would improve productivityData is often inconsistentacross our business toolsI feel overwhelmedby too many business tools89%52%39%AI Business Impact Sentiments2Al helps us

113、 scale our servicesAl makes our operationsmore efficientAl improves our marginsMy company will get a returnon its AI investments94%94%90%89%AI SentimentsMy company is ready for AI3Our approach to AI keeps pace with the competitionMost businesses oursize use AI now79%78%74%Impact of AI on the Followi

114、ng2ProductivityRevenueCustomer experience56%56%46%43%40%49%2%4%4%1%0%0%0%1%0%Improves a lot Improves someNo differenceWorsens someWorsens a lotSALESFORCE41SMALL&MEDIUM BUSINESS TRENDS,6TH EDITIONFinancial ServicesTop Factors for Evaluating New TechTop AI Use Cases1Automated service chatbotsNatural l

115、anguage search toolsMarketing campaign optimization(tie)Automated recommendations for customers(tie)1233Top AI Concerns2Security concernsDifficulty keeping up with AI as it evolves/improves(tie)Poor integration with existing technology(tie)1221Base:Using or evaluating AI2Base:Uses AI3Base:Evaluating

116、 or experimenting with AIImpact of AI on the Following2AI capabilitiesVendor reputation for security/reliability123Ease of useRevenueProductivityCustomer experience49%43%55%40%51%41%4%5%6%1%2%1%1%0%0%AI Business Impact Sentiments2Al helps us scale our servicesAl makes our operationsmore efficientAl

117、improves our marginsMy company will get a returnon its AI investments91%89%87%87%AI SentimentsMy company is ready for AI3Most businesses oursize use AI now84%75%75%Our approach to AI keeps pace with the competitionSMB Leaders Who Say the FollowingImproving the quality of my companysdata would improv

118、e productivityData is often inconsistentacross our business toolsI feel overwhelmedby too many business tools85%49%60%Improves a lot Improves someNo differenceWorsens someWorsens a lotSALESFORCE42SMALL&MEDIUM BUSINESS TRENDS,6TH EDITIONTop Factors for Evaluating New Tech Healthcare&Life SciencesTop

119、AI Use Cases11Base:Using or evaluating AI2Base:Uses AI3Base:Evaluating or experimenting with AIImpact of AI on the Following2ProductivityRevenueCustomer experience5%4%8%0%0%1%0%0%0%48%46%45%46%48%46%AI Business Impact Sentiments2Al helps us scale our servicesAl makes our operationsmore efficientAl i

120、mproves our marginsMy company will get a returnon its AI investments87%86%85%84%SMB Leaders Who Say the FollowingImproving the quality of my companysdata would improve productivityData is often inconsistentacross our business toolsI feel overwhelmedby too many business tools80%51%42%AI SentimentsMy

121、company is ready for AI3Most businesses oursize use AI now74%71%69%Our approach to AI keeps pace with the competitionTop AI Concerns2Security concernsDifficulty choosing the right vendor Lack of strategy or use cases123Automated campaign insightsMarketing campaign optimization(tie)Generate new conte

122、nt(tie)122AI capabilitiesMobile capabilities Automation features123Improves a lot Improves someNo differenceWorsens someWorsens a lotSALESFORCE43SMALL&MEDIUM BUSINESS TRENDS,6TH EDITION ManufacturingTop Factors for Evaluating New TechAI capabilitiesPrice123Top AI Use Cases1Generate new contentMarket

123、ing campaign optimization(tie)Predictive forecasting for sales(tie)122Top AI Concerns2Security concerns1Lack of strategy or use cases2Compliance concerns31Base:Using or evaluating AI2Base:Uses AI3Base:Evaluating or experimenting with AIImpact of AI on the Following2Compatibility with existing infras

124、tructure/systemsProductivityRevenueCustomer experience5%4%8%0%0%1%0%0%0%48%46%45%46%48%46%SMB Leaders Who Say the FollowingImproving the quality of my companysdata would improve productivityData is often inconsistentacross our business toolsI feel overwhelmedby too many business tools81%57%42%AI Sen

125、timentsMy company is ready for AI3Most businesses oursize use AI now72%67%66%Our approach to AI keeps pace with the competitionAI Business Impact Sentiments2Al helps us scale our servicesAl makes our operationsmore efficientAl improves our marginsMy company will get a returnon its AI investments91%9

126、0%88%87%Improves a lot Improves someNo differenceWorsens someWorsens a lotSALESFORCE44SMALL&MEDIUM BUSINESS TRENDS,6TH EDITION Retail&Consumer GoodsTop Factors for Evaluating New TechAI capabilitiesEase of use123Top AI Use Cases1Automated recommendations for customers(tie)Marketing campaign optimiza

127、tion(tie)Predictive forecasting for sales112Top AI Concerns2Security concerns1Insufficient technical expertise 2Compliance concerns31Base:Using or evaluating AI2Base:Uses AI3Base:Evaluating or experimenting with AIImpact of AI on the Following2SpeedProductivityCustomer experienceRevenue7%8%7%2%1%1%0

128、%0%0%43%47%45%47%44%46%SMB Leaders Who Say the FollowingImproving the quality of my companysdata would improve productivityData is often inconsistentacross our business toolsI feel overwhelmedby too many business tools81%56%50%AI Business Impact Sentiments2Al helps us scale our servicesAl makes our

129、operationsmore efficientAl improves our marginsMy company will get a returnon its AI investments89%85%85%83%AI SentimentsMy company is ready for AI3Most businesses oursize use AI now73%73%69%Our approach to AI keeps pace with the competitionImproves a lot Improves someNo differenceWorsens someWorsen

130、s a lotSALESFORCE45SMALL&MEDIUM BUSINESS TRENDS,6TH EDITION TechnologyTop Factors for Evaluating New TechTop AI Use Cases1123Automated recommendations for customersNatural language search toolsAutomated service chatbotsTop AI Concerns2123Security concernsInaccurate outputs Compliance concerns1Base:U

131、sing or evaluating AI2Base:Uses AI3Base:Evaluating or experimenting with AIImpact of AI on the Following2AI capabilitiesPrice123Ease of useCustomer experienceRevenueProductivity4%6%9%1%1%0%1%1%1%39%50%48%44%56%39%AI Business Impact Sentiments2Al helps us scale our servicesAl makes our operationsmore

132、 efficientAl improves our marginsMy company will get a returnon its AI investments94%92%85%82%SMB Leaders Who Say the FollowingImproving the quality of my companysdata would improve productivityData is often inconsistentacross our business toolsI feel overwhelmedby too many business tools86%47%42%AI

133、 SentimentsMy company is ready for AI3Most businesses oursize use AI now75%74%70%Our approach to AI keeps pace with the competitionSurveyDemographicsSALESFORCE47SMALL&MEDIUM BUSINESS TRENDS,6TH EDITIONSurvey DemographicsCountryAustralia .N=150,4%Belgium .N=50,1%Brazil .N=200,6%Canada .N=150,4%France

134、 .N=200,6%Germany .N=200,6%India .N=200,6%Ireland .N=50,1%Italy .N=150,4%Japan .N=200,6%Mexico .N=200,6%Netherlands .N=100,3%New Zealand .N=50,1%Nordics(DK,FI,NO,SE).N=100,3%Portugal .N=75,2%Singapore .N=50,1%South Africa .N=150,4%South Korea .N=150,3%Spain .N=150,4%Switzerland .N=50,1%United Arab E

135、mirates .N=75,2%United Kingdom .N=200,6%United States .N=500,15%IndustryAgriculture .N=99,3%Architecture,engineering,and construction .N=149,4%Automotive .N=151,5%Communications .N=62,2%Consumer goods .N=251,7%Energy and utilities .N=129,4%Financial services .N=304,9%Healthcare .N=161,5%Life science

136、s and biotechnology.N=112,3%Manufacturing .N=277,8%Media and entertainment .N=126,4%Professional and business services .N=304,9%Retail .N=566,17%Supply chain and logistics .N=76,2%Technology.N=210,6%Travel and hospitality.N=194,6%Other.N=179,5%Role Within CompanyBusiness Owner .N=1428,43%Senior exec

137、utive .N=692,21%Director or equivalent .N=1230,37%Company Size1 to 20 employees .N=1141,34%21 to 100 employees .N=1377,41%101 to 200 employees .N=832,25%The information provided in this report is strictly for the convenience of our customers and is for general informational purposes only.Publication

138、 by Salesforce does not constitute an endorsement.Salesforce does not warrant the accuracy or completeness of any information,text,graphics,links,or other items contained within this guide.Salesforce does not guarantee you will achieve any specific results if you follow any advice in the report.It may be advisable for you to consult with a professional such as a lawyer,accountant,architect,business advisor,or professional engineer to get specific advice that applies to your specific situation.Copyright 2024,Salesforce,Inc.All rights reserved.