We've talked a lot about how good governance of processes is more important than the actual technology and applications. While I definitely agree with this, I know it is a real struggle for small companies.
Having worked recently as a writer for a small, entrepreneurial e-Learning company, I saw how technology does not equal governance. Our company invested in significant technology like Salesforce.com, Eloqua e-mail software, and various Google analytical tools, which did make data gathering easier. However, that was usually where the process stopped - at gathering. No analysis was possible, because the internal processes didn't exist (and certainly weren't automated) to get the piles of data into any usable form. I would chalk that up to the company's personnel not enough time or knowledge to realize the importance of creating solid processes and steps to accompany the technology.
As the information revolution carries on, I expect that it will get easier for organizations to institute these processes, but today it is still a struggle for small companies who lack the vision and simply the manpower to understand that technology by itself is not the answer.
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