We’re happy to introduce you to our newest BIG Blog contributing author: Brian Mackley. Brian is the co-founder of The Technology Advocacy Group, and his team is laser-focused on reducing the time and expense involved in adopting technology. We asked Brian to share his fresh point of view with the readers of The BIG Blog as a regular contributor.

Winston Churchill was quoted “Let our advance worrying become advance thinking and planning.” His concept of planning is wise advice in the 21st century for any business regarding technology. Planning ahead is not simply a good idea, it is a core characteristic of a growing and successful business.

Technology should always be purchased with an eye to the future. A telecommunications system for a new business should consider scalability and the long term cost associated with expected growth. Any organization that buys just enough internet bandwidth for today will soon pay the price with latency and delay tomorrow.

There are challenges in planning today for the cost of tomorrow’s technology. How do you estimate the cost of technology that may not even be on the market today? What line item expenses in this year’s budget should decrease over the next two years? These are just two questions that you will be forced to answer when you become disciplined about planning.

Geoffrey A. Moore’s book, Crossing the Chasm, explains the technology adoption life cycle model initially created by Joe M. Bohlen and George M. Beal in 1957.

This bell curve model groups technology buyers into groups. The “innovators” and “early adopters”. Next are the “early and late majority,” followed by the final group called “laggards”. It is important to understand where you are in this bell curve. This understanding will greatly assist you in forecasting your technology expenses. If you are always the early adopter, you will pay more for the i-phone than the laggard. Using this model should help you with your plan.

Understanding through planning will save you time, money, and frustration. Often a business owner will order software when they need it, only to be disappointed after realizing the full adoption and integration process can take months. Planning for your technology needs will benefit you financially, and it will assist your business in realizing the benefits of the technology in a more rapid and seamless effort.

Work toward progress not perfection in your efforts to estimate next years technology needs and cost. Remember the quote from George S. Patton “A good plan today is better than a perfect plan tomorrow.”

Brian L. Mackley
Technology Advocacy Group

Brian MackleyBrian Mackley

Brian L. Mackley is a cofounder of the Technology Advocacy Group. His background as a record setting sales professional in the SaaS environment, and as a professional sales trainer enable him to share the inside knowledge with his clients. He has trained thousands of technology sales professionals over the past decade and now shares his secrets with organizations to help level the playing field when buying technology. As an expert in SaaS and negotiation techniques, he teaches executives how to adopt technology without getting taken advantage of by clever commissioned sales reps or purposely confusing contracts. He has developed the sales methods and training for some of the largest technology companies in the U.S.