15 Important Advances in Business Technology

Advances in Business TechThere have been many important advances in business technology this century, almost all of them enabled by ubiquitous broadband internet access, improved software development tools and the scalability and reliability of data centers.

Here are some of the technological advancements that have had a significant impact on how businesses operate and how business users interact with prospects and customers.

Business Management Applications

With its CRM platform, Salesforce popularized the concept of cloud-based, multi-tenant business applications. Since the launch of Salesforce in the late ’90s, many other business management categories have followed suit, including ERP, marketing automation, professional services automation, human resource management, and more.

Email and Office Applications

For many businesses, Google Workspace and Microsoft Office 365 have eliminated the need for an in-house email server and even for a desktop email client — although many people still prefer to use a desktop email client. While desktop spreadsheet, document, and presentation slide applications are still more feature-rich than their cloud counterparts, the latter are continually improving.

Integration Applications

Due to robust APIs and the absence of corporate firewalls, integration among cloud-based applications can be just a few clicks away with applications like Zapier. Vendors such as Tibco, MuleSoft, and Jitterbit are seeing extensive enterprise adoption.

Customer Self-Service

The transition from “live human” customer service to comprehensive self-service has been a bumpy road. For years, online self-service left a lot to be desired. However, between dedicated support applications such as Zendesk and social customer service offerings such as Lithium, customers can get most of their questions and concerns addressed quickly online.

Customer Feedback

Applications such as UserVoice and GetSatisfaction have allowed software developers to enhance the end user experience based not only on what they think customers need, but also on what customers say they want. Over time, these applications have also added customer self-service functionality.

Web Conferencing

The rapid growth in usage of applications such as Zoom and Google Meet has provided a greater number of salespeople and customer support representatives with an easy way to visually communicate with prospects and customers.

Webinar Applications

Cisco WebEx and GoToWebinar were the early webinar applications. BrightTALK created a webinar platform that allows for the spreading of content through a community-based approach. Webinar apps such as these have become indispensable to many organizations.

IP Telephony

Brands such as RingCentral and 8×8 have disrupted the traditional concept of a business phone system. Many businesses are moving from landlines to VoIP service. There are number of differences between these two technologies. Microsoft shops have embraced Lync. Skype, traditionally a consumer app, is gaining popularity among business users as an outbound calling platform since calls to landlines and mobile phones are so inexpensive.

Business Intelligence and Analytics

The options for reporting on data from a variety of sources has grown significantly this century. Business Intelligence also moved down from the enterprise to the mid-market and even to small business. GoodData is an example of an application that has been integrated into many other offerings.

Mobile Apps

Mobile apps for business user have proliferated. Now, business users can use mobile apps to access a CRM system, view or update shared documents, make and receive phone calls via their organization’s IP phone system, participate in web conferences and more.

Content Management Systems

Now that companies can build entire corporate websites on platforms such as WordPress, Drupal and Sitecore, almost gone are the days of static websites that require someone fluent in HTML, CSS and JavaScript to create and update. Business of all sizes can easily modify most content without having to hire a web developer. However, there’s still a place for specialists, as these platforms can be extended in a variety of ways.

Video & Audio Hosting

Business use of Internet video has grown by leaps and bounds in the last 15 years. Many companies are making YouTube, Vimeo and Wistia an essential part of their marketing and training strategies.

Podcasts, which represent episodic audio content, are often hosted on Libsyn and distributed on Apple iTunes and Google Play. Non-episodic content can be hosted on SoundCloud and used as part of an overall marketing strategy.

Other Social Networks

While not all companies benefit to a measurable degree by having a presence on social networks such as Twitter, Facebook and Pinterest, many companies do benefit — especially B2C organizations. For certain types of companies, customer and audience engagement on these platforms is critical.


It’s now easier than ever for businesses to set up shop online. With a plethora of open source eCommerce platforms including WooCommerce, osCommerce, and OpenCart as well as paid services such as Magento, Shopify, and Bigcommerce, there is no shortage of options for businesses.


On-premises computing is still alive and well, but the days of IT staff having to spin up a separate physical server for every application are waning.

Through server virtualization with products such as VMWare, XenServer, and Microsoft Hyper-V, IT departments have been able to manage multiple servers much more easily and with fewer physical resources. With virtualization software, servers can also be provisioned more economically by hosting providers.

Keep in mind that it’s just as important to secure your network‘s virtual servers as it is to secure physical servers.

Get the CRM Buyer's Cheat Sheet

Enjoy the read?

Get more sales & marketing articles