SMB Sales Cycle Influencers

1. January 2020
Sales Cycle Influencers

2. INCREASING SALES TO SMBS
2

3. Output
INSIGHT
Topics Methods
• Qualitative
• Live / online focus groups
• In-depth interviews
• Quantitative
• Custom online
• SMB Pulse omnibus
• Snap Poll
Insight for CE / product /
marketing strategy
Data for PR / content / social /
collateral programs
3
• Attitudes and usage
• Buyer identification
• Competitive perceptions
• Market segmentation
• Media behaviors / preferences
• Message / positioning testing
• Net promoter score
• Persona / buyer journey
• Purchase intent, behaviors,
channels and preferences

4. OUTREACH
Video
Email
Newsletters
Checklists /
Worksheets
Case StudiesArticles Blog Posts
White Papers
Podcasts
eBooks
PR Surveys
Social Media
Handbooks /
Guides
Webcasts
Slideshows
Infographics
Interactive
Tools
• Survey data
• Creative brief
• Editorial calendar
• Content development
• Content audit
• Analytics
Contribution
• Expert
• Actionable
• Relevant
• Easy to understand
• Professional
• Brand-building
• Custom
Principles
Direct Mail
Event
Collateral
Brochures /
Sell Sheets
Custom Pubs
4

5. 5
METHODOLOGY
ONLINE SURVEY VIA THE BREDIN.COM/SMBPULSE
500 SMB PRINCIPALS AT U.S. COMPANIES <500 EMPLOYEES (+/- 4% CI)
Company Size Quotas
250 VSBs <20 employees (97.7% weighting)
150 SBs 20-99 employees (2% weighting)
100 MBs 100-500 employees (.3% weighting)
NOVEMBER 11-27, 2019WHEN
HOW
WHO
% Indicates highest % in a given column
(A) / (B) / (C) Indicates statistically significant difference between columns
Note: The SMB Pulse is open to marketer participation.
Some charts in this deck do not total to 100% due to rounding.

6. 6
RESPONDENT CHARACTERISTICS
Principal (e.g.,
owner, founder,
partner, CEO,
president, etc.)
Male
Female
64%
36%
Respondent Age Company Age Business Outlook
Title / Role Company Size Gender
50%
30%
20%
VSBs
(<20)
SBs
(20-99)
MBs
(100-500)
n=500 UNWEIGHTED
5%
30%
28%
37%
Less than 2 years
2-9 years
10-19 years
20 years or more
11%
40%
21%
22%
6%
Up more than 100%
Up 10% to 100%
Up less than 10%
Same as 2018
Down compared to 2018
3%
22%
23%
45%
6%
Gen Z (18 to 22)
Millennials (23 to 38)
Gen X (39 to 54)
Boomers (55 to 73)
Silent Generation (74+)
100%

7. 7
RESPONDENT CHARACTERISTICS
West
22%
South
36%
Midwest
17%
Northeast
25%
Geography
34%
53%
13%
Population Density
Urban
Suburban
Rural 28%
11%
9%
13%
21%
9%
9%
Less than $100K
$100K to $249K
$250K to $499K
$500K to $999K
$1M to $4.9M
$5M to $10M
More than $10M
Company Revenue
39%
23%
22%
15%
Manufacturing
Construction/Mining/Contracting/El
ectrical/Landscape/Plumbing/etc.
10%
Manufacturing/Transportation and
Warehousing
6%
Computer Hardware/Electronic
Equipment
2%
Pharmaceutical/Medical
Devices/Biotechnology
2%
Automotive 1%
Telecommunications 1%
Energy/Utilities 1%
Other
Personal Services 10%
Education/Training 5%
Industry
Professional Services
Computer Software/Internet 8%
Advertising/Consulting/Design/
Marketing Services
6%
Legal 5%
Medical 5%
Computer Services/Consulting 4%
Architect/Engineering 4%
Financial
Services/Accounting/Bookkeeping
3%
Banking/Insurance/Mortgage 3%
Publishing/Printing/Media 1%
Retail/Wholesale
Retail 8%
Real Estate 6%
Food/Beverage/Restaurants 4%
Wholesale 3%
Entertainment/Recreation 2%
Travel/Hotel/Hospitality 2%
n=500 UNWEIGHTED

8. DETAILED FINDINGS

9. How important are each of these people in bringing products and services for your business to your attention?
AWARENESS INFLUENCERS
SMB principals see themselves as leading product research in their companies
Very Somewhat
N/A / Not Important
n=500 RANDOMIZED9
87%
29%
25%
23%
23%
21%
20%
18%
16%
15%
15%
14%
13%
13%
13%
8%
27%
15%
27%
16%
37%
13%
20%
20%
24%
25%
27%
12%
15%
18%
4%
44%
60%
50%
62%
43%
68%
62%
65%
60%
60%
59%
74%
72%
69%
You
Your spouse
Your business partner(s)
Your CPA
Your sales and/or marketing staff
Peers and colleagues
Your head of finance
Your office manager
Your IT consultant / MSP
Your business banker
Other consultants / agencies, e.g. marketing,
advertising etc.
Your attorney
Your board / investors
Your head of HR
Your IT staff

10. How important are each of these people in bringing products and services for your
business to your attention?
However, the second-most-important awareness influencer varies by company headcount…
Very
n=500 RANDOMIZED10
87%
29%
25%
23%
23%
21%
20%
18%
16%
15%
15%
14%
13%
13%
13%
You
Your spouse
Your business partner(s)
Your CPA
Your sales and/or marketing staff
Peers and colleagues
Your head of finance
Your office manager
Your IT consultant / MSP
Your business banker
Other consultants / agencies, e.g. marketing,
advertising etc.
Your attorney
Your board / investors
Your head of HR
Your IT staff
VSBs
(A)
SBs
(B)
MBs
(C)
88%* (B) 79% 85%
29% 38% 48% (A)
24% 51% (A) 57% (A)
23% 47% (A) 50% (A)
22% 53% (A) 56% (A)
20% 43% (A) 55% (A)
19% 48% (A) 63% (AB)
18% 53% (A) 55% (A)
15% 38% (A) 56% (AB)
15% 39% (A) 55% (AB)
15% 33% (A) 54% (AB)
13% 42% (A) 44% (A)
13% 35% (A) 60% (AB)
12% 47% (A) 54% (A)
12% 44% (A) 58% (AB)
AWARENESS INFLUENCERS: COMPANY SIZE
88% (B) 79% 85%
Second highest
Third highest
Highest

11. How important are each of these people in bringing products and services for your
business to your attention?
…and revenue
Very
n=500 RANDOMIZED11
87%
29%
25%
23%
23%
21%
20%
18%
16%
15%
15%
14%
13%
13%
13%
You
Your spouse
Your business partner(s)
Your CPA
Your sales and/or marketing staff
Peers and colleagues
Your head of finance
Your office manager
Your IT consultant / MSP
Your business banker
Other consultants / agencies, e.g. marketing,
advertising etc.
Your attorney
Your board / investors
Your head of HR
Your IT staff
<$500K
(A)
$500K to
$999K (B)
$1M to
$4.9M (C)
$5M or
more (D)
87% 88% 86% 74%
31% 46% (AD) 46% (AD) 28%
25% 54% (A) 46% (A) 56% (A)
25% 46% (A) 47% (A) 42% (A)
23% 46% (A) 51% (A) 56% (A)
27% 39% 35% 48% (A)
23% 55% (A) 45% (A) 48% (A)
21% 49% (A) 47% (A) 50% (A)
21% 33% 37% (A) 44% (A)
22% 39% (A) 41% (A) 33% (A)
23% 34% 31% 36% (A)
18% 37% (A) 38% (A) 36% (A)
21% 36% (A) 29% 46% (AC)
21% 43% (A) 38% (A) 41% (A)
19% 33% (A) 41% (A) 48% (A)
AWARENESS INFLUENCERS: COMPANY REVENUE
Second highest
Third highest
Highest 87% (D) 88% (D) 86% 74%

12. How important are each of these people in bringing products and services for your
business to your attention?
Fast-growth SMBs are especially reliant on their marketing staff
Very
n=500 RANDOMIZED12
87%
29%
25%
23%
23%
21%
20%
18%
16%
15%
15%
14%
13%
13%
13%
You
Your spouse
Your business partner(s)
Your CPA
Your sales and/or marketing staff
Peers and colleagues
Your head of finance
Your office manager
Your IT consultant / MSP
Your business banker
Other consultants / agencies, e.g. marketing,
advertising etc.
Your attorney
Your board / investors
Your head of HR
Your IT staff
No Growth
(A)
Slow
Growth (B)
Fast
Growth (C)
88% 91% 85%
23% 27% 37% (A)
13% 30% (A) 36% (A)
14% 30% (A) 31% (A)
9% 28% (A) 36% (A)
14% 16% 30% (AB)
6% 28% (A) 31% (A)
5% 28% (A) 30% (A)
10% 15% 24% (A)
5% 21% (A) 25% (A)
5% 18% (A) 27% (A)
6% 28% (AC) 16% (A)
4% 16% (A) 24% (A)
4% 14% (A) 23% (A)
3% 15% (A) 24% (A)
AWARENESS INFLUENCERS: BUSINESS OUTLOOK
91% 85%
Second highest
Third highest
Highest 88%

13. How important are each of these people in bringing products and services for your
business to your attention?
Startups are especially reliant on consultants…
Very
n=500 RANDOMIZED13
87%
29%
25%
23%
23%
21%
20%
18%
16%
15%
15%
14%
13%
13%
13%
You
Your spouse
Your business partner(s)
Your CPA
Your sales and/or marketing staff
Peers and colleagues
Your head of finance
Your office manager
Your IT consultant / MSP
Your business banker
Other consultants / agencies, e.g. marketing,
advertising etc.
Your attorney
Your board / investors
Your head of HR
Your IT staff
<2 years
(A)
2-9 years
(B)
10-19
years (C)
20 years or
more (D)
83% 84% 90% 88%
34% 27% 33% 27%
17% 29% 31%(D) 20%
17% 21% 22% 26%
17% 30% (D) 24% 18%
9% 26% 23% 17%
9% 26% (D) 21% 16%
9% 21% 16% 19%
9% 19% 13% 16%
9% 16% 20% (D) 13%
26% 24% (D) 16% (D) 9%
9% 11% 15% 15%
9% 24% (CD) 12% 9%
9% 16% (D) 18% (D) 8%
9% 19% (D) 13% 9%
AWARENESS INFLUENCERS: COMPANY AGE
Second highest
Third highest
Highest 83% 84% 90% 88%

14. How important are each of these people in bringing products and services for your
business to your attention?
…as are Gen Z and Millennial respondents
Very
n=500 RANDOMIZED14
87%
29%
25%
23%
23%
21%
20%
18%
16%
15%
15%
14%
13%
13%
13%
You
Your spouse
Your business partner(s)
Your CPA
Your sales and/or marketing staff
Peers and colleagues
Your head of finance
Your office manager
Your IT consultant / MSP
Your business banker
Other consultants / agencies, e.g. marketing,
advertising etc.
Your attorney
Your board / investors
Your head of HR
Your IT staff
18 to 38
(A)
39 to 54
(B)
55+
(C)
69% 89% 90%
38% 33% 27%
49% (C) 34% (C) 19%
31% 27% 21%
38% (C) 32% (C) 18%
42% (BC) 22% 17%
31% (C) 18% 18%
42% (BC) 14% 16%
33% (BC) 17% 13%
37% (BC) 15% 12%
45% (BC) 17% 10%
19% 17% 12%
38% (BC) 11% 10%
35% (BC) 20% (C) 8%
34% (BC) 17% (C) 8%
AWARENESS INFLUENCERS: RESPONDENT AGE
89% (A) 90% (A)
Second highest
Third highest
Highest 69%

15. How important are each of these people in bringing products and services for your
business to your attention?
Male entrepreneurs are more reliant on their head of finance than are female entrepreneurs
Very
n=500 RANDOMIZED15
87%
29%
25%
23%
23%
21%
20%
18%
16%
15%
15%
14%
13%
13%
13%
You
Your spouse
Your business partner(s)
Your CPA
Your sales and/or marketing staff
Peers and colleagues
Your head of finance
Your office manager
Your IT consultant / MSP
Your business banker
Other consultants / agencies, e.g. marketing,
advertising etc.
Your attorney
Your board / investors
Your head of HR
Your IT staff
Male
(A)
Female
(B)
90% 84%
28% 30%
27% 23%
26% 20%
22% 24%
22% 18%
23% (B) 15%
21% 15%
16% 16%
17% 14%
16% 14%
13% 14%
15% 11%
15% 10%
13% 13%
AWARENESS INFLUENCERS: GENDER
84%
Second highest
Third highest
Highest 90%

16. How important are each of these people in bringing products and services for your
business to your attention?
Manufacturers are especially reliant on their head of finance
Very
n=500 RANDOMIZED16
87%
29%
25%
23%
23%
21%
20%
18%
16%
15%
15%
14%
13%
13%
13%
You
Your spouse
Your business partner(s)
Your CPA
Your sales and/or marketing staff
Peers and colleagues
Your head of finance
Your office manager
Your IT consultant / MSP
Your business banker
Other consultants / agencies, e.g. marketing,
advertising etc.
Your attorney
Your board / investors
Your head of HR
Your IT staff
PS
(A)
RW
(B)
M
(C)
Other
(D)
89% 87% 86% 87%
27% 36% (D) 30% 20%
24% 24% 33% 20%
23% (D) 27% (D) 31% (D) 11%
20% 25% 31% (AD) 16%
21% 21% 22% 18%
20% 16% 33% (ABD) 12%
18% 14% 29% (ABD) 16%
17% 16% 15% 14%
13% 14% 26% (ABD) 11%
12% 14% 26% (ABD) 14%
15% 12% 22% (BD) 7%
13% 10% 21% (B) 12%
12% 13% 15% 12%
13% 12% 17% 9%
AWARENESS INFLUENCERS: INDUSTRY
Second highest
Third highest
Highest 89% 87% 86% 87%

17. How important are each of these people in bringing products and services for your
business to your attention?
Midwestern SMBs are more reliant on their business partner than other SMBs…
Very
n=500 RANDOMIZED17
87%
29%
25%
23%
23%
21%
20%
18%
16%
15%
15%
14%
13%
13%
13%
You
Your spouse
Your business partner(s)
Your CPA
Your sales and/or marketing staff
Peers and colleagues
Your head of finance
Your office manager
Your IT consultant / MSP
Your business banker
Other consultants / agencies, e.g. marketing,
advertising etc.
Your attorney
Your board / investors
Your head of HR
Your IT staff
West
(A)
Midwest
(B)
South
(C)
Northeast
(D)
84% 84% 90% 89%
27% 17% 35% (B) 30% (B)
22% 33% 24% 24%
27% 18% 25% 21%
22% 15% 28% (B) 20%
15% 15% 24% 24%
18% 17% 21% 20%
18% 15% 23% (D) 14%
11% 17% 18% 16%
13% 17% 17% 14%
11% 17% 18% 14%
11% 15% 15% 14%
11% 14% 17% 10%
15% 17% 13% 8%
15% 12% 14% 10%
AWARENESS INFLUENCERS: GEOGRAPHY
Second highest
Third highest
Highest 84% 84% 90% 89%

18. How important are each of these people in bringing products and services for your
business to your attention?
…as are urban businesses
Very
n=500 RANDOMIZED18
87%
29%
25%
23%
23%
21%
20%
18%
16%
15%
15%
14%
13%
13%
13%
You
Your spouse
Your business partner(s)
Your CPA
Your sales and/or marketing staff
Peers and colleagues
Your head of finance
Your office manager
Your IT consultant / MSP
Your business banker
Other consultants / agencies, e.g. marketing,
advertising etc.
Your attorney
Your board / investors
Your head of HR
Your IT staff
Rural
(A)
Suburban
(B)
Urban
(C)
87% 87% 88%
36% 26% 33%
31% (B) 19% 38% (B)
29% 19% 31% (B)
29% 19% 30% (B)
28% 18% 21%
21% 15% 31% (B)
26% (B) 11% 33% (B)
21% 13% 19%
24% (B) 11% 22% (B)
18% 14% 17%
21% (B) 11% 17%
16% (B) 8% 26% (B)
21% (B) 8% 19% (B)
19% (B) 10% 16%
AWARENESS INFLUENCERS: POPULATION DENSITY
87% 88%
Second highest
Third highest
Highest 87%

19. How important are each of these people in researching products and services for your business?
Principals see themselves as leading product research
Very Somewhat
N/A / Not Important
n=500 RANDOMIZED19
87%
25%
23%
19%
16%
15%
15%
14%
14%
13%
13%
12%
12%
11%
10%
9%
23%
15%
23%
18%
22%
31%
17%
24%
17%
20%
20%
17%
14%
15%
4%
52%
62%
58%
66%
63%
55%
69%
62%
70%
67%
67%
71%
75%
75%
You
Your spouse
Your business partner(s)
Your CPA
Your sales and/or marketing staff
Your office manager
Peers and colleagues
Your IT consultant / MSP
Other consultants / agencies, e.g. marketing,
advertising etc.
Your head of finance
Your business banker
Your attorney
Your IT staff
Your head of HR
Your board / investors
RESEARCH INFLUENCERS

20. How important are each of these people in researching products and services for your business?
The second-most-important researcher varies significantly by headcount…
Very
n=500 RANDOMIZED20
87%
25%
23%
19%
16%
15%
15%
14%
14%
13%
13%
12%
12%
11%
10%
You
Your spouse
Your business partner(s)
Your CPA
Your sales and/or marketing staff
Your office manager
Peers and colleagues
Your IT consultant / MSP
Other consultants / agencies, e.g. marketing,
advertising etc.
Your head of finance
Your business banker
Your attorney
Your IT staff
Your head of HR
Your board / investors
VSBs
(A)
SBs
(B)
MBs
(C)
88%* (BC) 75% 76%
25% 36% (A) 42% (A)
22% 49% (A) 59% (A)
18% 31% (A) 49% (AB)
15% 44% (A) 62% (AB)
14% 38% (A) 60% (AB)
14% 37% (A) 50% (AB)
13% 38% (A) 61% (AB)
13% 37% (A) 60% (AB)
13% 40% (A) 57% (AB)
12% 33% (A) 43% (A)
12% 35% (A) 45% (A)
11% 49% (A) 70% (AB)
10% 40% (A) 54% (AB)
10% 39% (A) 52% (AB)
RESEARCH INFLUENCERS: COMPANY SIZE
88% (BC) 75% 76%
Second highest
Third highest
Highest

21. How important are each of these people in researching products and services for your business?
…and revenue
Very
n=500 RANDOMIZED21
RESEARCH INFLUENCERS: COMPANY REVENUE
Second highest
Third highest
Highest 87%
25%
23%
19%
16%
15%
15%
14%
14%
13%
13%
12%
12%
11%
10%
You
Your spouse
Your business partner(s)
Your CPA
Your sales and/or marketing staff
Your office manager
Peers and colleagues
Your IT consultant / MSP
Other consultants / agencies, e.g. marketing,
advertising etc.
Your head of finance
Your business banker
Your attorney
Your IT staff
Your head of HR
Your board / investors
<$500K
(A)
$500K to
$999K (B)
$1M to
$4.9M (C)
$5M or
more (D)
86% ( 79% 83% 70%
26% 42%(A) 39% (A) 30%
27% 54% (A) 40% (A) 49% (A)
21% 36% (A) 36% (A) 34% (A)
21% 40% (A) 38% (A) 57% (ABC)
19% 33% (A) 43% (A) 46% (A)
21% 42% (A) 29% 36% (A)
18% 30% (A) 40% (A) 50% (AB)
23% 36% (A) 35% (A) 37% (A)
18% 37% (A) 38% (A) 44% (A)
19% 27% 29% (A) 33% (A)
18% 34% (A) 29% (A) 34% (A)
21% 45% (A) 45% (A) 50% (A)
18% 34% (A) 35% (A) 41% (A)
18% 37% (A) 34% (A) 36% (A)
86% (D) 79% 83% (D) 70%

22. How important are each of these people in researching products and services for your business?
Fast-growth SMBs are more reliant on their business partner for product research…
Very
n=500 RANDOMIZED22
RESEARCH INFLUENCERS: BUSINESS OUTLOOK
Second highest
Third highest
Highest 87%
25%
23%
19%
16%
15%
15%
14%
14%
13%
13%
12%
12%
11%
10%
You
Your spouse
Your business partner(s)
Your CPA
Your sales and/or marketing staff
Your office manager
Peers and colleagues
Your IT consultant / MSP
Other consultants / agencies, e.g. marketing,
advertising etc.
Your head of finance
Your business banker
Your attorney
Your IT staff
Your head of HR
Your board / investors
No Growth
(A)
Slow
Growth (B)
Fast
Growth (C)
88% 88% 86%
21% 23% 32% (A)
13% 19% 36% (AB)
12% 25% (A) 23% (A)
4% 17% (A) 29% (AB)
4% 15% (A) 28% (AB)
10% 10% 22% (AB)
7% 15% (A) 21% (A)
10% 7% 22% (AB)
5% 12% (A) 25% (AB)
6% 14% (A) 20% (A)
7% 19% (A) 15% (A)
5% 6% 23% (AB)
2% 10% (A) 23% (AB)
3% 5% 22% (AB)
88% 86%88%

23. How important are each of these people in researching products and services for your business?
…as are principals of 10-19 year old companies…
Very
n=500 RANDOMIZED23
RESEARCH INFLUENCERS: COMPANY AGE
Second highest
Third highest
Highest 87%
25%
23%
19%
16%
15%
15%
14%
14%
13%
13%
12%
12%
11%
10%
You
Your spouse
Your business partner(s)
Your CPA
Your sales and/or marketing staff
Your office manager
Peers and colleagues
Your IT consultant / MSP
Other consultants / agencies, e.g. marketing,
advertising etc.
Your head of finance
Your business banker
Your attorney
Your IT staff
Your head of HR
Your board / investors
<2 years
(A)
2-9 years
(B)
10-19
years (C)
20 years or
more (D)
92% 87% 88% 87%
50% (CD) 30% 22% 22%
25% 26% 28% (D) 17%
17% 19% 19% 19%
9% 16% 24% (D) 12%
9% 17% 21% (D) 11%
9% 16% 19% (D) 11%
9% 16% 16% 12%
18% 14% 16% 11%
9% 19% (D) 16% (D) 9%
9% 16% 15% 10%
9% 8% 16% (B) 12%
9% 15% (D) 18% (D) 7%
9% 14% (D) 18% (D) 5%
9% 15% (D) 16% (D) 4%
92% 87% 88% 87%

24. How important are each of these people in researching products and services for your business?
…and Gen Z and Millennial entrepreneurs
Very
n=500 RANDOMIZED24
RESEARCH INFLUENCERS: RESPONDENT AGE
Second highest
Third highest
Highest 87%
25%
23%
19%
16%
15%
15%
14%
14%
13%
13%
12%
12%
11%
10%
You
Your spouse
Your business partner(s)
Your CPA
Your sales and/or marketing staff
Your office manager
Peers and colleagues
Your IT consultant / MSP
Other consultants / agencies, e.g. marketing,
advertising etc.
Your head of finance
Your business banker
Your attorney
Your IT staff
Your head of HR
Your board / investors
18 to 38
(A)
39 to 54
(B)
55+
(C)
69% 87% 90%
45% (BC) 29% 21%
56% (BC) 26% (C) 17%
26% 27% (C) 15%
38% (BC) 20% 12%
34% (BC) 13% 13%
34% (C) 23% (C) 9%
37% (BC) 11% 11%
31% (BC) 13% 11%
31% (BC) 13% 11%
30% (BC) 13% 10%
19% (C) 17% (C) 10%
32% (BC) 13% 9%
38% (BC) 17% (C) 5%
35% (BC) 15% 5%
87% (A) 90% (A)69%

25. How important are each of these people in researching products and services for your business?
There is no difference by gender
Very
n=500 RANDOMIZED25
RESEARCH INFLUENCERS: GENDER
Second highest
Third highest
Highest 87%
25%
23%
19%
16%
15%
15%
14%
14%
13%
13%
12%
12%
11%
10%
You
Your spouse
Your business partner(s)
Your CPA
Your sales and/or marketing staff
Your office manager
Peers and colleagues
Your IT consultant / MSP
Other consultants / agencies, e.g. marketing,
advertising etc.
Your head of finance
Your business banker
Your attorney
Your IT staff
Your head of HR
Your board / investors
Male
(A)
Female
(B)
90% 84%
25% 26%
24% 21%
19% 18%
17% 14%
17% 13%
15% 13%
13% 15%
15% 13%
14% 13%
13% 12%
13% 12%
11% 14%
12% 10%
11% 9%
84%90%

26. How important are each of these people in researching products and services for your business?
As at the awareness stage, manufacturers are more reliant on their business partner…
Very
n=500 RANDOMIZED26
RESEARCH INFLUENCERS: INDUSTRY
Second highest
Third highest
Highest 87%
25%
23%
19%
16%
15%
15%
14%
14%
13%
13%
12%
12%
11%
10%
You
Your spouse
Your business partner(s)
Your CPA
Your sales and/or marketing staff
Your office manager
Peers and colleagues
Your IT consultant / MSP
Other consultants / agencies, e.g. marketing,
advertising etc.
Your head of finance
Your business banker
Your attorney
Your IT staff
Your head of HR
Your board / investors
PS
(A)
RW
(B)
M
(C)
Other
(D)
93 85% 81% 86%
23% 31% 26% 22%
20% 24% 31% (A) 18%
18% 18% 23% 16%
15% 16% 20% 14%
15% 13% 19% 14%
20% (B) 7% 15% 16% (B)
18% (B) 10% 13% 12%
14% 13% 17% 12%
15% (B) 7% 19% (B) 14%
13% 13% 10% 16%
14% 11% 15% 7%
16% 9% 13% 10%
11% 10% 15% 9%
13% (C) 9% 6% 11%
93% (BC) 85% 81% 86%

27. How important are each of these people in researching products and services for your business?
…as are western and midwestern SMBs…
Very
n=500 RANDOMIZED27
RESEARCH INFLUENCERS: GEOGRAPHY
Second highest
Third highest
Highest 87%
25%
23%
19%
16%
15%
15%
14%
14%
13%
13%
12%
12%
11%
10%
You
Your spouse
Your business partner(s)
Your CPA
Your sales and/or marketing staff
Your office manager
Peers and colleagues
Your IT consultant / MSP
Other consultants / agencies, e.g. marketing,
advertising etc.
Your head of finance
Your business banker
Your attorney
Your IT staff
Your head of HR
Your board / investors
West
(A)
Midwest
(B)
South
(C)
Northeast
(D)
80% 81% 90 94%
20% 24% 28% 27%
22% 28% 23% 20%
16% 11% 25% (B) 17%
15% 17% 17% 14%
13% 17% 13% 18%
8% 14% 16% (A) 18% (A)
13% 19% 14% 11%
9% 17% 13% 17%
11% 12% 16% 13%
8% 19% (A) 15% 11%
9% 17% 13% 11%
13% 14% 12% 10%
11% 12% 13% 8%
8% 14% 12% 8%
80% 81% 90% (A) 94% (AB)

28. How important are each of these people in researching products and services for your business?
…and urban businesses
Very
n=500 RANDOMIZED28
RESEARCH INFLUENCERS: POPULATION DENSITY
Second highest
Third highest
Highest 87%
25%
23%
19%
16%
15%
15%
14%
14%
13%
13%
12%
12%
11%
10%
You
Your spouse
Your business partner(s)
Your CPA
Your sales and/or marketing staff
Your office manager
Peers and colleagues
Your IT consultant / MSP
Other consultants / agencies, e.g. marketing,
advertising etc.
Your head of finance
Your business banker
Your attorney
Your IT staff
Your head of HR
Your board / investors
Rural
(A)
Suburban
(B)
Urban
(C)
87% 86% 91%
34% (B) 22% 29%
34% (B) 17% 31% (B)
26% (B) 16% 22%
16% 15% 19%
16% 11% 24% (B)
16% 14% 15%
13% 11% 21% (B)
16% 14% 12%
21% (B) 9% 21% (B)
21% (B) 9% 19% (B)
18% 11% 12%
16% 10% 14%
19% (B) 8% 14%
16% (B) 6% 19% (B)
86% 91%87%

29. How important are each of these people in making a final purchase decision on products and services for your business?
Principals see themselves as the ultimate decision-maker
Very Somewhat
N/A / Not Important
n=500 RANDOMIZED29
91%
24%
24%
15%
13%
13%
12%
12%
12%
11%
11%
10%
9%
8%
8%
7%
26%
14%
21%
16%
16%
18%
14%
17%
19%
19%
15%
17%
16%
28%
2%
50%
63%
64%
70%
71%
70%
74%
71%
70%
70%
75%
74%
76%
64%
You
Your spouse
Your business partner(s)
Your CPA
Your head of finance
Your office manager
Your IT consultant / MSP
Your IT staff
Your sales and/or marketing staff
Other consultants / agencies, e.g. marketing,
advertising etc.
Your business banker
Your board / investors
Your attorney
Your head of HR
Peers and colleagues
PURCHASE INFLUENCERS

30. How important are each of these people in making a final purchase decision on products
and services for your business?
The second-most-important purchase influencer also varies widely by headcount…
Very
n=500 RANDOMIZED30
91%
24%
24%
15%
13%
13%
12%
12%
12%
11%
11%
10%
9%
8%
8%
You
Your spouse
Your business partner(s)
Your CPA
Your head of finance
Your office manager
Your IT consultant / MSP
Your IT staff
Your sales and/or marketing staff
Other consultants / agencies, e.g. marketing,
advertising etc.
Your business banker
Your board / investors
Your attorney
Your head of HR
Peers and colleagues
VSBs
(A)
SBs
(B)
MBs
(C)
91%* 87%* 85%*
24% 27% 39% (A)
23% 45% (A) 50% (A)
14% 28% (A) 44% (AB)
13% 38% (A) 60% (AB)
12% 35% (A) 55% (AB)
12% 36% (A) 58% (AB)
11% 35% (A) 59% (AB)
11% 31% (A) 46% (AB)
10% 35% (A) 51% (AB)
10% 30% (A) 56% (AB)
10% 36% (A) 47% (A)
8% 32% (A) 47% (AB)
8% 31% (A) 54% (AB)
7% 30% (A) 44% (AB)
PURCHASE INFLUENCERS: COMPANY SIZE
87% 85%91%
Second highest
Third highest
Highest

31. How important are each of these people in making a final purchase decision on products
and services for your business?
…and revenue
Very
n=500 RANDOMIZED31
91%
24%
24%
15%
13%
13%
12%
12%
12%
11%
11%
10%
9%
8%
8%
You
Your spouse
Your business partner(s)
Your CPA
Your head of finance
Your office manager
Your IT consultant / MSP
Your IT staff
Your sales and/or marketing staff
Other consultants / agencies, e.g. marketing,
advertising etc.
Your business banker
Your board / investors
Your attorney
Your head of HR
Peers and colleagues
PURCHASE INFLUENCERS: COMPANY REVENUE
Second highest
Third highest
Highest
<$500K
(A)
$500K to
$999K (B)
$1M to
$4.9M (C)
$5M or
more (D)
91% 91% 88% 82%
25% 33% 35% 24%
23% 46% (A) 48% (A) 43% (A)
18% 34% (A) 30% (A) 29% (A)
19% 37% (A) 33% (A) 50% (AC)
18% 37% (A) 38% (A) 34% (A)
21% 30% 32% (A) 42% (A)
17% 39% (A) 33% (A) 44% (A)
18% 33% (A) 29% (A) 27%
21% 28% 34% (A) 28%
18% 36% (A) 34% (A) 28%
16% 25% 35% (A) 38% (A)
16% 39% (A) 25% (A) 28% (A)
15% 34% (A) 33% (A) 29% (A)
15% 33% (A) 23% 29% (A)
91% (D) 91% 88% 82%

32. How important are each of these people in making a final purchase decision on products
and services for your business?
Fast-growth SMBs are more reliant on their business partner than their slow-growth peers…
Very
n=500 RANDOMIZED32
91%
24%
24%
15%
13%
13%
12%
12%
12%
11%
11%
10%
9%
8%
8%
You
Your spouse
Your business partner(s)
Your CPA
Your head of finance
Your office manager
Your IT consultant / MSP
Your IT staff
Your sales and/or marketing staff
Other consultants / agencies, e.g. marketing,
advertising etc.
Your business banker
Your board / investors
Your attorney
Your head of HR
Peers and colleagues
PURCHASE INFLUENCERS: BUSINESS OUTLOOK
Second highest
Third highest
Highest
No Growth
(A)
Slow
Growth (B)
Fast
Growth (C)
94% 93% 87%
16% 25% 32% (A)
11% 21% (A) 40% (AB)
6% 14% (A) 25% (AB)
5% 10% 25% (AB)
5% 8% 24% (AB)
7% 5% 22% (AB)
4% 8% 23% (AB)
4% 10% (A) 22% (AB)
6% 3% 20% (AB)
3% 5% 23% (AB)
3% 10% (A) 19% (A)
2% 7% (A) 17% (AB)
2% 5% 17% (AB)
3% 3% 16% (AB)
93% 87%94% (C)

33. How important are each of these people in making a final purchase decision on products
and services for your business?
Startups rely on their business banker to make a purchase decision
Very
n=500 RANDOMIZED33
91%
24%
24%
15%
13%
13%
12%
12%
12%
11%
11%
10%
9%
8%
8%
You
Your spouse
Your business partner(s)
Your CPA
Your head of finance
Your office manager
Your IT consultant / MSP
Your IT staff
Your sales and/or marketing staff
Other consultants / agencies, e.g. marketing,
advertising etc.
Your business banker
Your board / investors
Your attorney
Your head of HR
Peers and colleagues
PURCHASE INFLUENCERS: COMPANY AGE
Second highest
Third highest
Highest
<2 years
(A)
2-9 years
(B)
10-19
years (C)
20 years or
more (D)
92% 85% 96% 91%
26% 30% (D) 27% (D) 18%
17% 32% (D) 32% (D) 14%
17% 14% 16% 14%
9% 21% (D) 15% 9%
9% 19% (D) 18% (D) 7%
9% 18% (D) 14% 9%
9% 16% (D) 15% (D) 8%
9% 16% (D) 16% (D) 7%
9% 13% 16% (D) 7%
26% (D) 16% (D) 15% (D) 4%
17% (D) 11% (D) 16% (D) 5%
9% 10% 10% 7%
17% (D) 11% (D) 13% (D) 2%
9% 12% (D) 12% (D) 2%
92% 85% 96% (B) 91%

34. How important are each of these people in making a final purchase decision on products
and services for your business?
Gen Z and Millennial principals seek purchase advice from an array of sources…
Very
n=500 RANDOMIZED34
91%
24%
24%
15%
13%
13%
12%
12%
12%
11%
11%
10%
9%
8%
8%
You
Your spouse
Your business partner(s)
Your CPA
Your head of finance
Your office manager
Your IT consultant / MSP
Your IT staff
Your sales and/or marketing staff
Other consultants / agencies, e.g. marketing,
advertising etc.
Your business banker
Your board / investors
Your attorney
Your head of HR
Peers and colleagues
PURCHASE INFLUENCERS: RESPONDENT AGE
Second highest
Third highest
Highest
18 to 38
(A)
39 to 54
(B)
55+
(C)
80% 86% 94%
44% (BC) 25% 20%
53%(BC) 27% (C) 18%
22% 19% 13%
34% (BC) 17% (C) 9%
41% (BC) 7% 10%
30% (BC) 13% 9%
34% (BC) 15% (C) 8%
38% (BC) 15% (C) 7%
31% (BC) 15% (C) 7%
38% (BC) 17% (C) 5%
34% (BC) 13% (C) 6%
23% (BC) 11% 6%
34% (BC) 11% (C) 4%
23% (BC) 9% 5%
86% 94% (AB)80%

35. How important are each of these people in making a final purchase decision on products
and services for your business?
…while men and women are effectively identical
Very
n=500 RANDOMIZED35
91%
24%
24%
15%
13%
13%
12%
12%
12%
11%
11%
10%
9%
8%
8%
You
Your spouse
Your business partner(s)
Your CPA
Your head of finance
Your office manager
Your IT consultant / MSP
Your IT staff
Your sales and/or marketing staff
Other consultants / agencies, e.g. marketing,
advertising etc.
Your business banker
Your board / investors
Your attorney
Your head of HR
Peers and colleagues
PURCHASE INFLUENCERS: GENDER
Second highest
Third highest
Highest
Male
(A)
Female
(B)
93% 88%
21% 27%
24% 23%
15% 14%
13% 14%
13% 12%
11% 14%
13% 10%
12% 12%
10% 13%
9% 14%
11% 9%
9% 9%
7% 10%
7% 9%
88%93% (B)

36. How important are each of these people in making a final purchase decision on products
and services for your business?
Professional services and manufacturers look to their business partner…
Very
n=500 RANDOMIZED36
91%
24%
24%
15%
13%
13%
12%
12%
12%
11%
11%
10%
9%
8%
8%
You
Your spouse
Your business partner(s)
Your CPA
Your head of finance
Your office manager
Your IT consultant / MSP
Your IT staff
Your sales and/or marketing staff
Other consultants / agencies, e.g. marketing,
advertising etc.
Your business banker
Your board / investors
Your attorney
Your head of HR
Peers and colleagues
PURCHASE INFLUENCERS: INDUSTRY
Second highest
Third highest
Highest
PS
(A)
RW
(B)
M
(C)
Other
(D)
95% 86% 91% 91%
18% 26% 30% (A) 24%
20% 25% 35% (AD) 18%
17% (D) 17% (D) 14% 7%
12% 13% 19% 12%
13% 10% 19% (B) 11%
16% (D) 10% 12% 7%
14% 9% 17% (D) 7%
11% 13% 17% (D) 7%
14% 10% 8% 9%
11% 11% 12% 9%
12% (D) 11% (D) 12% (D) 3%
13% (BD) 6% 10% 3%
10% (B) 3% 17% (BD) 5%
11% (B) 5% 10% 5%
95% (B) 86% 91% 91%

37. How important are each of these people in making a final purchase decision on products
and services for your business?
…as do midwestern and southern SMBs…
Very
n=500 RANDOMIZED37
91%
24%
24%
15%
13%
13%
12%
12%
12%
11%
11%
10%
9%
8%
8%
You
Your spouse
Your business partner(s)
Your CPA
Your head of finance
Your office manager
Your IT consultant / MSP
Your IT staff
Your sales and/or marketing staff
Other consultants / agencies, e.g. marketing,
advertising etc.
Your business banker
Your board / investors
Your attorney
Your head of HR
Peers and colleagues
PURCHASE INFLUENCERS: GEOGRAPHY
Second highest
Third highest
Highest
West
(A)
Midwest
(B)
South
(C)
Northeast
(D)
88% 81% 93% 97%
22% 27% 22% 25%
20% 28% 24% 24%
13% 14% 21% (D) 8%
8% 14% 18% (A) 11%
15% 11% 14% 11%
6% 14% 15% (A) 13%
11% 11% 14% 10%
9% 17% 12% 11%
10% 14% 11% 11%
6% 19% (AD) 15% (AD) 5%
6% 14% 11% 11%
6% 14% (D) 11% 5%
8% 14% (D) 8% 5%
2% 14% (AD) 11% (A) 5%
88% 81% 93% (B) 97% (AB)

38. How important are each of these people in making a final purchase decision on products
and services for your business?
…and rural and urban SMBs
Very
n=500 RANDOMIZED38
91%
24%
24%
15%
13%
13%
12%
12%
12%
11%
11%
10%
9%
8%
8%
You
Your spouse
Your business partner(s)
Your CPA
Your head of finance
Your office manager
Your IT consultant / MSP
Your IT staff
Your sales and/or marketing staff
Other consultants / agencies, e.g. marketing,
advertising etc.
Your business banker
Your board / investors
Your attorney
Your head of HR
Peers and colleagues
PURCHASE INFLUENCERS: POPULATION DENSITY
Second highest
Third highest
Highest
Rural
(A)
Suburban
(B)
Urban
(C)
90% 91% 93%
31% 23% 22%
33% (B) 21% 25%
21% 13% 15%
31% (B) 6% 22% (B)
18% 11% 14%
16% 11% 14%
16% 9% 17% (B)
16% 10% 14%
13% 10% 12%
23% (BC) 7% 12%
16% (B) 7% 16% (B)
13% 7% 9%
16% (B) 6% 9%
16% (B) 5% 10%
91% 93%90%

39. THANK YOU