Mid-Market Stats
300k+
Mid-market businesses
operating in the
U.S. today
$13 Trillion
in annual revenue
generated by the
mid-market segment
2x Faster
Mid-market channel
revenue growth vs.
large enterprise
(6.0% vs. 2.6% CAGR)
What Is the Mid-Market?
What is the mid-market—and why does it matter to your business?
The mid-market isn’t a niche. It’s the backbone of the U.S. economy, and right now, it’s one of the highest-growth opportunities in the channel.
Mid-market companies are typically defined as businesses with 100 to 999 employees and $50M to $1B in annual revenue. They share a common profile: they’ve outgrown entry-level solutions but don’t have the IT resources—or the patience—of a Fortune 500 enterprise. That gap is your opportunity.
Mid-market IT spending is projected to grow by 12% in 2025, and this segment already accounts for approximately one-third of all IT spending in the U.S. These aren’t future prospects—they’re active buyers looking for a trusted partner to guide their next investment.
Learn About this Growing Industry →
The Case for Now
Why mid-market, why now?
The timing isn’t coincidence. Mid-market businesses are sitting on a wave of deferred technology decisions—and the pressure to act is building.
Your customers are showing the signs:
- Aging devices and infrastructure—Many mid-market operations are still running hardware that’s well past its optimal lifespan, creating downtime risk and support burden.
- Visibility gaps—Without real-time data across their operations, managers are flying blind at exactly the moment efficiency matters most.
- Automation pressure—From warehouses to field operations, mid-market companies are actively investing in tools that reduce manual work and error rates
These aren’t vague pain points—they’re the opening you need to start a conversation. And our data backs it up: channel revenue from mid-market and small businesses is growing at more than double the rate of large enterprise (6.0% vs. 2.6% CAGR). The opportunity is accelerating.
They need to have this conversation. You just need to start it.
How to Work the Mid-Market Goldmine
Three ways to turn mid-market potential into pipeline
1. Identify who’s ready for a refresh
Not every customer has done the math on what their aging devices are actually costing them—in downtime, slow performance, and security exposure. Use ScanSource’s Product Refresh Tool to pinpoint accounts where a technology refresh conversation is overdue.
2. Sweeten the deal with GO Zebra Trade-in incentives
Mid-market buyers respond to value-forward conversations. The GO Zebra Trade-In Program gives you a compelling financial entry point—helping customers offset the cost of upgrading while you accelerate the sale.
3. Close faster with the right story
Mid-market deals stall when the value proposition isn’t clear. We’ll help you build a sharper business case—one that connects aging device costs to operational outcomes in language your customers understand.
Start mining your mid-market goldmine
Your customers already need this conversation. Here’s how to start it.
→ Identify your first refresh opportunity — Use the Product Refresh Tool
→ Leverage trade-in incentives — Explore GO Zebra
→ Get your custom mid-market strategy — Reach out to your Zebra BDM