Align Technology With Business

Make Sure Choices Support Goals

Ricardo Harvin
E-mail Questions for Tech Tools to techtools@uschamber.com.

A big part of my job is providing tech support to the diverse groups within the U.S. Chamber. One of the most important things that I do is help my internal customers define their audiences and project goals, while ensuring that the solutions address both in accordance with the Chamber's overall mission.

My co-workers are often surprised when I respond to their ideas for utilizing the greatest whiz-bang technology with recommendations for using less cutting-edge solutions that actually fit a realistic budget and address audience constraints.

Businesses should embrace technology but not lose sight of the fact that it needs to fit in with an overall strategy. Two recent articles in eWeek magazine (see eSources) reinforce my thoughts.

One article was on IT security and referred to research showing that smaller businesses spend a higher percentage of their IT budgets on security than do larger companies (5%-10% versus 3%-6%) and are probably getting a much lower return on investment because those expenditures tend to be for "reacting to crises at the expense of strategic investment."

The other article mentions that technology investments should be used to accelerate a sound business strategy or to cut costs, but that businesses of all sizes can lose sight of those goals in pursuit of technology for technology's sake without factoring in the true total cost of acquisition, maintenance, and disposal.

When my colleagues or business owners ask me to recommend a specific product or service, I almost never do. Instead, I urge them to think strategically and point them in the right direction for further research.

Before you buy a lot of stuff or spend a lot of money, you need a clear vision of what you're trying to accomplish, including who you're trying to serve (e.g., employees, customers, partners). Then, determine where technology can help and which technologies are best suited to your specific business situation and overall strategy before you decide to buy. Only people familiar with your business can help you make these determinations.

Before making any major purchase, I suggest that you follow these steps:

Define what you're trying to do with your business and how the technology can help.
Research and get feedback directly from others who have used the technology (and don't rely too much on salespeople or materials).
If you choose to use an outside advisor, make sure that he or she understands your day-to-day operations before making any final business recommendations.

E-Sources:

eWeek article, “Invest in the entire cycle”

eWeek article “Research: Companies Stuck Putting Out Security Fires”

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