Heading into 2017, there’s a compelling case to be made that every company—regardless of industry—is now a technology company (or, at the very least, should be). But many entrepreneurial businesses—especially those on the smaller side—often struggle to keep up with what tech tools they should be employing, and how.

In this video filmed at the 2016 PROFIT 500 CEO Summit in Toronto in October, Michael Turney, Cisco Canada’s vice-president of marketing, explains some of the current trends and what growing companies can do to capitalize on them.

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