What "The Buffer Zone" Tells Us About Why Mid-Market Companies Need BI More Than Enterprises

by Garth D. Laird, Chief Operations Officer, Zap
published June 9, 2010

Business intelligence, or BI, has the reputation of being largely the domain of enterprises. For many years, it was only the industry giants that had the money and resources to support the IT infrastructure needed to deploy and maintain BI. After all, it was these companies that had massive volumes of data, and therefore the most to gain from transforming it into actionable insights.

Right? While this is a widely held view, and many mid-sized organizations have been slow to jump on board the BI bandwagon, the truth is they have more reasons to adopt BI than many enterprises.

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About Garth D. Laird

Having seen ZAP from early days through to the present, Garth manages all of the commercial operations globally for ZAP which include Sales, Presales, Consulting, Support, Training and Customer advocacy. With BI such a vital part of any ERP or CRM deployment, ZAP has created solutions that massively add value to the Dynamics eco-system and mitigate risk for the very customers we all seek to serve.

With customers in 45+ countries and spanning local mid-market to Fortune 500 and beyond, Garth has seen the ZAP brand become synonymous with high levels of customer satisfaction creating an ever growing excitement in the channel, this supporting the long hours and tireless exertion needed and making it incredibly worthwhile.

 

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