Marketing professionals at small businesses and mid-market companies are the main ones adopting cloud-based information technologies. The bespoke nature of software-as-a-service (SaaS) speaks to them on several levels, according to survey results released in January.
Bethesda, Md.-based MarketBridge, a sales and marketing products and services provider, released a statement on Jan. 11 stating that SaaS adoption will rise rapidly during the next two to three years.
MarketBridge Founder Tim Furey, quoted in the statement, credits CEOs and those outside of IT as being more involved than ever in technology purchasing decisions, "and their level of cloud technology understanding is surprisingly high."
The survey also found:
- Forty-four percent of companies claim to have at least one business application in the cloud, and more than 70 percent plan to move more there within the next 12 months.
- Supporting greater workforce mobility is a trigger for cloud adoption, say 38 percent of respondents.
- Companies growing more than 10 percent a year were nearly twice as likely to move software and infrastructure to the cloud.
- Marketing and sales are the most accepted cloud applications. While 36 percent of companies using marketing automation do so via the cloud, and 29 percent of customer relationship management (CRM) software is cloud-deployed, more than 49 percent of companies are planning to move one or more of these applications to the cloud within 12 months.
- Fifty-two percent of those surveyed preferred to deploy on some sort of "private cloud" as opposed to multi-tenant public clouds. Furey adds that, "Private cloud environments may be an optimal solution for large enterprises and some mid-market companies, but small businesses should consider the availability and cost-advantage of public or hybrid clouds."
- About 48 percent of respondents believe data security is better on the cloud, recognizing the investment and expertise needed to establish and maintain secure computing environments.
- Third-party channels remain critical, with 67 percent of respondents preferring to purchase software applications through a third-party, value-added managed service provider. MarketBridge says: "This appears to be due to a need for both higher service levels and functional expertise."
More findings can be viewed at http://bit.ly/hBAykr