A recent small business challenge in the Globe & Mail concerns a technology company, Igloo Inc., that helps other companies embrace the future of cloud-based communication. The problem is that many executives he’s met with at larger companies are not enthusiastic about adopting new technology.

Notwithstanding many dialogues, Igloo is unable to crack into big businesses and are left with the impression that “these people have done business one way for a very long time and they’re not planning to change the way they do business any time soon.”

The three experts offer various solutions and ideas including getting on the relevant tech speaking tours to spread the word, enlisting middle management at these larger companies to gain champions and lastly to push harder with the fiscal benefits of the service (cloud computing is,in the long-run, more cost effective than out-of-date technology according to Igloo Inc.). Read full article with details here.

So what to do?

Understand the goals of the C-level executive.

Here’s the thing. I’ve lived the role of c-suite executive and have been “pitched” all sorts of interesting and ideas with real merit to them. But despite how cool I may think any given solution is, I really only have one thing in mind during the pitch: How is this going to help me make my goals?

For a C-suite dude, so much hinges on making goals: Bonuses, job evaluations, consideration for promotions, peer respect, and more. Looked at another way, NOT making goals is the kiss of death and the higher up you are the more accentuated are the consequences (good or bad). So if something isn’t going to help me make my goals, what are the odds that I’m going to champion it?

My guess is that Igloo’s perception that these execs are old school or unwilling to embrace technology is more likely a smoke screen for simply having limited interest in something that doesn’t help them meet their goals.

Granted it might be tough to sit in front of a person you don’t know and just ask “so what are your goals this year?”. On the other hand, it might also be quite refreshing to be asked such a candid question as long as you promise that you won’t waste their time if you can’t help them with their goals.

Back to Igloo and let’s think for a moment of typical goals for C-level dudes:

• Marketing: Leads, products, awareness, etc.
• Sales: Revenue, new customers etc.
• HR: Employee retention, recruiting, etc.
• IT: System up time, reliability, etc.
• Finance: Profit

For Igloo, I think the person to target in the C-suite is the CFO, leading with the whole cost savings angle. A good CFO should always be interested in cost savings both right now in this fiscal year (to make his/her goals) but also for future years (to get a head start on making next year’s profit goals). It doesn’t matter if the solution eventually lands in IT or Sales or marketing or HR. Once they have the CFO onside, that’s huge.

Final comment: It’s not my conviction that every C-suite person is so narrow and consumed by their goals that they are without the ability to recognize and act on a sensible opportunity. What I am saying is that goals are first and foremost and will rarely be sacrificed at the alter of a cool idea.

Thanks for reading my blog and please visit again.

Vincent out

Related links: Other small business Globe & Mail challenges:

• Hire a first employee or take on a business partner.
• Job Search: Temporary entrepreneur needed for 6 months. What to do?
• Small Business: Expand or play safe? Ask your employees.