It's great to see that more and more professional services firms are recognising the importance of technology - not only as a core element of their firm's marketing strategy, but also as a valuable business development tool. However, before implementing any new technology, firms need to first consider the problems they are facing in the business and determine whether or not the considered platforms actually provide a solution to these. That's where the ROI lies.
Professionals believe that technology can help them to achieve their growth targets in 2016. Technology tools such as customer relationship management or marketing automation is the top area that they plan to increase or significantly increase investment in – followed by client/prospect analytics and thought leadership.