This article first appeared in Print in the Channel magazine issue #36.
While SMBs now have some element of digital working, it is still a journey for many, with more now looking to install workflow management solutions to enhance efficiency and profitability – and resellers have a vital role to play in helping businesses to make the leap.
For SMBs, finding ways to become more efficient is a constant goal as it all helps towards increasing margin and profitability – which can be used to help grow the business.
Digitalisation is often seen as an effective way to achieve this and, while some element of digital working is now the norm, it is often an ongoing journey towards true digitalisation.
Marcin Pichur, regional vice president sales (UK/IRE, Spain, Italy, Poland) at DocuWare, says that while digital transformation is often discussed as a milestone, for the SMB sector, it remains a continuous evolution. “While the shift to the cloud is largely the norm, true digitalisation – the deep integration of technology to streamline operations – is very much an ongoing journey,” he says.
“Most SMBs have adopted basic digital tools, but they are now navigating the complex transition from simply ‘being digital’ to extracting tangible value through sophisticated workflow management and system integration.”
Martyn Williams, sales enablement manager EMEA, at Xerox UK & Ireland, agrees that while most SMBs have embraced digital working, for many the transformation is still evolving. “Cloud platforms, remote collaboration and digital document handling are now standard, but simply digitising processes is no longer enough,” he says. “The focus is shifting towards connecting, automating and optimising workflows so information moves seamlessly across the business.”
Andy Cowling, channel marketing manager at PFU (EMEA) Ltd – a RICOH company – adds that paper hasn’t disappeared. “It’s just been pushed into more complicated workflows,” he adds. “Many businesses are juggling physical documents, PDFs, cloud tools and older systems that don’t always join up.
“That’s why demand for workflow and document management solutions is still growing. It’s less about ‘going paperless’ and more about removing day-to-day friction. SMBs want to cut out manual steps, move information between systems more easily, and make sure documents are accessible, secure and audit ready.”
Increasing demand
Indeed, demand for workflow management solutions is continuing to grow among SMBs. “From my perspective, working closely with our channel partners, this shift is becoming increasingly visible across the SMB market,” says Martyn. “Organisations are moving beyond isolated tools towards integrated workflows that reduce manual effort, improve visibility and enable employees to focus on higher-value work. As a result, workflow management is now seen less as a point solution and more as a foundation for operational efficiency.
“Demand remains strong, particularly as businesses look to operate more effectively with smaller teams and constrained resources. Automating document-centric processes – such as capture, routing, approvals and secure distribution – continues to be a priority, as these areas often remain highly manual.
“Cloud-delivered platforms like Workflow Central demonstrate how everyday processes can be simplified without complex infrastructure, while device-based workflow apps allow organisations to tailor solutions to their operational needs.”
Marcin adds that demand for these solutions is surging because the priority for SMBs has shifted toward operational resilience. “They are moving beyond basic storage toward modular, cloud-based platforms that offer real-time visibility,” he says. “Technologies such as Intelligent Document Processing and OCR-enabled digitisation are becoming foundational across a wide range of sectors too.”
Trends
As demand for more workflow management solutions increases, so does what customers demand of them. “SMB expectations continue to evolve, with growing demand for cloud-enabled workflow solutions that are secure, scalable and easy to integrate with existing business applications,” says Martyn. “Automation and intelligent processing are becoming increasingly important, helping reduce manual intervention and improve visibility across information flows.
“Document-centric workflows remain central to SMB operations, whether invoices, contracts, HR records or customer communications. Unlike digital-native organisations, SMBs rarely have the option to rebuild systems from scratch. Workflow solutions must therefore bridge paper, PDF and cloud-based data in a practical and incremental way.”
Andy adds that demand is becoming more specific. “Rather than broad platforms, SMBs are asking for help with particular challenges such as invoice processing, HR documentation or compliance-driven archiving,” he says. “That shift is only going one way.
“At PFU (EMEA), we’re seeing more partners bring capture and workflow together as a single solution. To support that shift, we’ve introduced the PaperStream Solution Partner Programme, designed to help resellers move beyond standalone hardware sales and build more complete, solution-led offers.
“The programme gives partners access to integrated capture and workflow solutions developed alongside leading ISV partners, together with training, enablement and go-to-market support. For many resellers, that creates a more practical route into solution selling, while also helping them build more recurring, higher-value opportunities around customer needs.”
Barriers persist
But while there are greater moves towards increasing digitalisation for SMBs, there are still some common barriers that exist.
Marcin says the three primary barriers are cost anxiety, internal talent gaps and the fear of operational disruption. “This is where the reseller’s role is critical,” he says. “By offering scalable, cloud-native solutions with low entry costs and demonstrating clear ROI, resellers can lower the barrier to entry. The real opportunity for the channel lies in guiding customers through a phased, low-risk transformation rather than a one-off sale.”
Martyn agrees that cost concerns and limited IT expertise remain common barriers, as well as uncertainty around where to begin. “Many SMBs also continue to manage information across disconnected systems,” he adds.
“Channel partners play a critical role in addressing this by helping customers prioritise high-impact workflows and adopt solutions in manageable phases. Cloud-native document management services such as DocuShare Go, combined with intelligent document processing tools like EveryDoc IDP, enable organisations to transition paper- and PDF-based processes into secure, searchable digital workflows – supporting a broader move to cloud-first environments.
“For partners, this creates an opportunity to move beyond transactional engagements towards longer-term relationships. By focusing on workflow discovery and incremental optimisation, they can deliver measurable outcomes while establishing trusted adviser status.”
Andy adds that integration often turns out to be harder than expected. “That’s where resellers can make a real difference,” he says. “The conversations that land best aren’t about features, they’re about outcomes. If you can show how a process becomes quicker or less error-prone, the value is much clearer.”
Future
It is expected that this market will continue to gain momentum over the next 12-18 months. “As SMBs focus on doing more with less, workflow management will remain central to digital investment strategies, creating sustained opportunities for partners to deliver value,” says Martyn.
“With increasing regulatory demands, hybrid working now embedded, and cyber risk continuing to rise, inefficient workflows are no longer just an inconvenience – they present operational and reputational risk.
“For SMBs, workflow management is no longer a ‘next step’ in digital transformation – it is how digital investment delivers real value. For partners, this represents a growing opportunity to help customers turn adoption into advantage.”
Marcin says that customer expectations are shifting toward agility. “Over the next 12–18 months, we will see the market move from static automation to adaptive intelligence,” he explains. “SMBs now demand browser-based, mobile-friendly tools that feature the likes of agentic AI and human-in-the-loop workflows. These systems won’t just follow rules. They will learn from patterns to support compliance and complex decision-making.
“For the reseller, the strategy is clear. Those who position themselves as long-term strategic partners will be best placed to capture this momentum, helping SMBs operate with the same ambition and efficiency as their larger enterprise competitors. Digitalisation is no longer a destination, but the engine for sustained growth.”
Andy says that automation will continue to move up the agenda. “Expectations around AI-led data capture and classification are increasing, but so are expectations around accuracy, security and compliance,” he says. “For SMBs, it must work reliably first time.
“Ultimately, the opportunity for resellers is significant. Those who invest in understanding these technologies and how they apply to real business processes won’t just differentiate themselves, they’ll build stronger, longer-term relationships with customers and position themselves as trusted strategic advisors.”
