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Confessions of an Entrepreneur: Tech Keeps Company and Customers Ahead of Competition

Dawn Kuczwara
Dawn Kuczwara

Centage CRO says technology can be a differentiator for small and midsize businesses.

Cloud computing has changed the face of even the most tried-and-true industries. The advancements in financial planning and account software have made business planning more accurate and forecasting easier, while the cloud has brought these advancements to companies that never had access to cutting-edge budget software before. Centage brings that kind of power to businesses of all sizes, and John Murdock, chief revenue officer at Centage, understands the value of technology not just for the products but for the company's day-to-day operations as well.

Q: What devices do you use daily?

A: John acknowledges he's like most businesspeople today. "I use my iPhone, iPad and laptop daily."

Q: What technology do you use to get ahead of your competition?

A: Technology can be a differentiator for small and midsize companies, John points out. "We sell to small and medium-sized businesses, and we are a 100-person company ourselves, so we understand the competitive advantage technology can provide in terms of growing the company and supporting your client base."

Because of its importance, he likes to keep his organizations near the cutting edge of innovation to stay ahead of competitors and to be productive and effective. "We use a variety of cloud-based sales, marketing and support technologies, such as Marketo, Salesforce.com, SalesLoft, ZoomInfo, Atlassian, Zoom Conferencing, Wistia, DocuSign and many others."

Q: Is technology a significant enabler for your business?

A: There is no doubt in John's mind that technology has an enormous effect on Centage's business. "Technology is one of the foundations for our business." But it isn't just that Centage's product provides businesses with cloud-based software for financial planning and analysis. He explains that "using technology in our finance, customer service, development and marketing teams also allows us to punch above our weight class – i.e., to act, look and operate at a pace for a larger company than we are. This gives us the power to serve more customers and meet higher KPIs year over year."

Q: Has social media influenced your business at all, from internal employee policies to the way you promote your company?

A: Social media is definitely important to modern business. As John explains, "77 percent of Americans own a smartphone. And 81 percent of Americans have a social media account. The average person spends at least 90 minutes a day on their phone, and most are probably checking their social media feeds multiple times during the business day."

He points out that a strong social media presence, which Centage has cultivated with educational and business-minded content of interest to its audience, isn't the only component, however. "Internally, we have a focus amongst our team for sharing to their networks."

Q: Have you had to adapt your business because of security concerns brought about by the increased use of technology?

A: "As a solution that provides businesses with financial planning and information, having the highest security possible is vital." John acknowledges that Centage's technology and infrastructure partners play a role, as well as its dedicated security team, who focuses on building and monitoring a multilayered security architecture to protect their customers and themselves. "There are fraudsters everywhere that want to take advantage of the technological advancements our society makes, so making security a priority for tech-based companies is very important."

Image Credit: John Murdock, Centage chief revenue officer
Dawn Kuczwara
Dawn Kuczwara
business.com Contributing Writer
Dawn Kuczwara is a former executive with more than 17 years of experience in technology. Now, as a professional writer, Dawn uses that experience to write about business, technology and leadership. When she isn’t wordsmithing, she spends her time doing improv comedy, reading, playing video games and hanging out with her family and two dogs, Pip and Zoe.