midmarket

Midmarket refers to a business segment that sits between small-to-medium enterprises (SMEs) and large enterprises in B2B markets. It commonly describes companies defined by size in terms of annual revenue, employee count, or IT spend, though there is no universal threshold; definitions vary by region and industry. In many markets, mid-market firms have annual revenues roughly between 10 million and 1 billion dollars and employ hundreds to a few thousand people, but some definitions extend lower or higher.

Mid-market customers typically have more complex needs than small businesses but require more standardized, scalable solutions than large enterprises. They value reliability, security, integration, and total cost of ownership, and often engage in longer, multi-stakeholder purchasing processes. They may pursue formal procurement, vendor risk management, and staged deployments.

Go-to-market and service models for mid-market firms emphasize tiered pricing, flexible licensing, predictable support, and channel partnerships such as value-added resellers and managed service providers. Implementations typically involve professional services and change management, but are less heavy than large enterprise deployments. Contracts are often written as multi-year arrangements with renewal options.

Regional variations and critiques: The boundaries of the mid-market are shifting with market conditions, making it a moving target rather than a fixed slice of the economy. The term is widely used in software, IT services, financial services, and other business-to-business sectors to describe a scalable, growth-oriented customer segment.