Introducing The Business Technologist's Journal

The Business Technologist’s Journal (BTJ) is all about people and how they apply technology to improve and enhance the way in which they live, work, communicate, and play.

Anyone who has ever sold computers and related products and services successfully has, to some extent, been a business technologist for their customers. The best computer salespeople constantly read and studied the industry press keeping themselves current on the latest emerging technologies so they could be first to recommend them. They combined the result of this constant study with their own knowledge of business processes and added some persuasive talent to create the formula for their success.

You may find what BTJ is all about is similar to the term “digital transformation (DX),” the coining of which is credited to Cap Gemini and MIT in 2011. The many definitions of digital transformation are too numerous to discuss here, but there is one major difference between DX and what we’re discussing.

An Ongoing Process

The most effective business technologists are constantly seeking new ways to improve their company’s technology infrastructure, or their customers’. Many companies have brought analysts aboard their staff to serve as business technologists. Other companies depend upon IT Service Providers (ITSP) becoming an extension helping them achieve better and better business outcomes.

The IT Service Provider’s Continuum

Many began as “computer resellers” working in the “reseller channel,” named so by IBM with the introduction of their first personal computer (PC) in August 1981 because it was their policy that “nobody but IBM can sell IBM.” As such, selected distributors and aggregators with a focus on selling computer hardware and software through their retailer networks purchased the IBM PC from IBM and “resold” it to computer stores and retailers who then resold them to customers. That path formed a channel from the manufacturer through distribution to retailers to customers that was dubbed “the reseller channel.”

Discounting ran rampant among the resellers, and continued to for years to come. As prices for computer hardware and software plummeted, innovative resellers saw more opportunity to provide computer-related services. Many became “managed service providers (MSP) contracting with customers to monitor, maintain, manage, and support their network infrastructures.

The emergence of “the cloud” created enormous change and challenge for these resellers and MSPs. The sale of server-class computers, large storage, and other network equipment slowed drastically as more and more customers moved their server workloads to cloud computing. They simply didn’t need their own servers anymore. In fact, they also didn’t want the burden of maintaining them.

Looking across today’s continuum of IT industry providers, some are still attempting to eke out a living selling products. Many have taken the title “MSP.” Some have gone further to become “cloud solution providers (CSP)” leveraging cloud computing to keep their offerings relevant. Some have focused on security, becoming “managed security service providers (MSSP).”

The Process of Becoming

Given that this continuum has only been developing for less than a decade, it is no surprise that many of the MSPs, CSPs, MSSPs, and others are still in the process of becoming. They are training existing team members, hiring new members with newer skills, and developing the methodologies that will help them distinguish themselves from their competitors.

Others are further along the continuum and have established reputations for excellence. Nonetheless, they are constantly working to improve further.

Why a Business Technologist’s Journal

This publication is in response to the one request I’ve received most often over the years.

For 35 years I was a member of “the channel” serving as an executive in sales, marketing, and professional services at a series of leading companies. During that time I served on many manufacturer’s partner advisory councils. I also served on several associations including the International Association of Microsoft Channel Partners (IAMCP), the Ingram VentureTech Network, the Intelligent Systems Group, and the Computer Industry Technology Association (CompTIA). I’ve always believed in making contributions to the community to pay back for their support.

In 2009, I stopped working directly in channel companies and instead became a freelance writer and presenter for and about the industry and have been doing so ever since.

While writing bulletins and newsletters for the associations I served in, and beyond my channel career there was one consistent request that came up whenever I asked what members would like to see from me.

Best Practices

Most every reader I spoke with wanted to learn more about how to be better at what they did for customers. How could they go to market more effectively? Sell more aggressively? Deliver services more efficiently? Design better solutions?

What About the Industry Newspapers?

From my own reading experiences I knew what they were looking for. I had been looking for it, too. But few of the publications serving the channel provided “best practices” content. They were, as named, newspapers. The articles were all news about manufacturers who were merging, acquiring each other, introducing new products, hiring and firing. Very little advice, guidance, or help.

The Challenge of Writing for Publications

I fell into the same trap as well. When I was first invited to write for channel publications I was excited to be able to bring what everyone always asked for.

I quickly realized that publications fund operations through advertising, which required satisfying sponsors. I was not immune from this. Although my editors fought for editorial objectivity, we all had to help keep the lights on. In many cases, those lights have since gone out as more publications merge and some disappear.

I’m Writing for You

This brings me to this introduction of the Business Technologist’s Journal.

I’m writing this for my community of IT professionals who have always wanted more guidance, advice, and discussion of best practices and how to apply them to help customers achieve better business outcomes.

Interestingly, since I’m not writing about specific products or vendors, much of what I’m working on will be just as valuable to those customers who staff their own business technologist function. I won’t be giving away any trade secrets. Just discussing how technologies can best be applied to improve the way in which we all live, work, and play.

You have my commitment that I will never take any advertising for this publication. The only sponsors it will have will be you, my readers. At some point after this content has proven valuable to you I will ask you to consider subscribing for a modest fee.

In the Meantime

In the meantime, the one investment I ask you to make is your interest. Tell us what you think of the content you find here. Is it helpful? Do you agree with it? Do you have better ideas? This kind of content becomes most valuable when colleagues discuss it. Please become part of this conversation.

You can always reach me at hmc@howardmcohen.com. My website tells you more about me and includes an extensive portfolio of my work all at www.howardmcohen.com.

Thanks for reading and becoming part of the Business Technologist’s Journal.