Cloud adoption is triggering fundamental changes to the small and mid-sized business technology segments, according to a report released this week.

Research by MarketBridge, a provider of marketing and sales applications, shows that cloud adoption is accelerating as businesses become more comfortable with cloud computing and its security features.

In a survey of some 1,000 businesses, the firm found that 44% of companies now claim to have at least one business application on the cloud, and more than 70% indicate they will move more applications over in the next 12 months.

“Adoption of cloud-based information technology by mid-market and SMB companies – particularly in customer facing business processes such as marketing, sales and customer intelligence – is being accepted more rapidly than many industry analysts originally predicted,” Tim Furey, MarketBridge founder said in a statement.

“While the practicality and challenges of cloud migration may slow down C-level executives’ aggressive expectations, there is no doubt that the shift will happen rapidly over the next 2-3 years.”

The firm found that mobility was the biggest factor driving cloud adoption. About 38% of respondents indicated that the need to support greater workforce mobility was the trigger behind their cloud deployments.

Other key findings from the report include: 

  • Early adopters are growth companies: Companies growing at greater than 10% per year were nearly twice as likely to move software and infrastructure to the cloud.
  • Marketing and sales were the most accepted applications: The survey found 36% of companies are performing marketing automation via the cloud and 29% are running customer relationship management (CRM) applications. In addition 49% of companies said they are planning to move one or more of these applications to the cloud within 12 months.
  • Private Clouds Preferred: About 52% of respondents preferred to deploy on a private cloud as opposed to multi-tenant public clouds.
  • Security viewed as a cloud asset: 48% of respondents believed that data security would actually be better on the cloud. MarketBridge said this was likely due to a belief that cloud providers had greater expertise and could afford the investment needed to establish and maintain a secure computing environment.


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