In today’s business environment, technology is more than a support function—it’s a driving force behind innovation and growth. Yet, even the most advanced tools can fail to deliver value if they’re not integrated effectively into daily operations. This is where a Business Technology Advocate (BTA) can make a measurable difference, serving as the link between technical teams and the wider business.
Defining the Role of a Business Technology Advocate
A BTA is a professional who combines technical expertise with a deep understanding of business priorities. Their role is to ensure that technology investments align with strategic objectives, enabling tools and systems to work in harmony with the company’s goals. Acting as a bridge between IT specialists and other departments, BTAs translate complex technical concepts into practical solutions and opportunities.
They are often tasked with identifying inefficiencies, recommending the right tools, and guiding teams through the implementation process. More importantly, they help cultivate a mindset of continuous improvement, ensuring that the business adapts quickly to emerging technologies.
Why Organizations Need BTAs
Technology evolves rapidly, and it can be challenging for non-technical leaders to navigate the growing range of solutions available. A BTA cuts through the noise, offering strategic advice that fits the organization’s needs rather than chasing every new trend.
Beyond technology selection, BTAs play a role in breaking down departmental silos. They encourage collaboration between business units, which often leads to innovative solutions that might not surface in isolated teams. By ensuring existing systems are fully utilized and avoiding duplicate purchases, they can also reduce costs and streamline operations.
Key Steps for Introducing BTAs
Implementing the BTA role requires both planning and cultural readiness. The process typically involves:
- Selecting the Right People: Choose individuals who have both technical know-how and business insight, with a proven ability to influence and drive change.
- Providing Ongoing Development: Keep BTAs informed on market trends, emerging technologies, and best practices through continuous training.
- Setting Clear Objectives: Align their work with measurable business outcomes so that every technology initiative supports long-term goals.
- Giving Authority and Resources: Equip BTAs with the tools, budget, and access to decision-makers needed to carry out their responsibilities effectively.
- Measuring Impact: Track key performance indicators to assess how their contributions affect performance, efficiency, and return on technology investments.
Benefits of the BTA Model
The introduction of BTAs can deliver a wide range of advantages:
- Better Strategic Alignment: Ensures technology investments serve the broader business plan.
- Increased Innovation: Encourages creative, cross-departmental problem-solving.
- Improved Decision-Making: Provides leaders with well-informed, practical recommendations.
- Higher Employee Engagement: Promotes collaboration and breaks down barriers between teams, leading to a more connected workplace.
Building Trust and Defining Boundaries
For BTAs to be effective, trust between them and other stakeholders is essential. Clear definitions of their responsibilities help prevent misunderstandings—especially since BTAs are not architects or engineers but facilitators and strategists. Maintaining open communication ensures that technology adoption remains aligned with business priorities and avoids creating friction between teams.
The Value for Technology Executives
For CIOs and other technology leaders, BTAs can be powerful allies. They provide targeted insights, act as change agents, and help build the next generation of technology leadership within the organization. BTAs often mentor colleagues, contributing to a stronger and more capable talent pool. Over time, this collaborative relationship can lead to greater standardization, a leaner technology stack, and a culture where innovation is part of the organization’s DNA.
Final Thoughts
Business Technology Advocates are more than just intermediaries—they are enablers of strategic growth. By connecting the business vision with the right technology choices, they help organizations innovate faster, make smarter decisions, and get the best return on their technology investments. For companies looking to stay competitive in a digital-first world, investing in the BTA model can be a decisive step toward lasting success.