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One out of five organizations has discovered a secret source of competitive differentiation. It allows them to server customers in new ways and reimagine their business models. It can help surface valuable insights from their data and transform how they make decisions. It enables them to tap expertise from across their entire ecosystem.
And one more thing: It helps these pacesetters growrevenue and gross profit faster than other organizations. What’s their secret? Its cloud computing – their engine for growth.

About the study
To get a global snapshot of how organizations are using cloud computing, the IBM Center for Applied Insights collaborated with Oxford Economics to survey 802 cloud decision makers and users, Forty percent are C-level executives (28 percent CIOs and 12percent other C-suite roles). Evenly split between business and it functions, participants span 24 industries and 13 countries, including both growth and mature markets. They work in enterprises of varying sizes-21 percent with 10,000 or more employees and, at the other end of the spectrum, 26 percent with less than 1,000 employees.
With so much of the cloud conversation revolving around technicaltopics, like “stack wars,” APIs and DevOps, some people might think cloud computing is just an IT obsession. But business leaders disagree.
According to our global study of more than 800 cloud decision makers and users, business leaders of all stripes-Finance, Sales and marketing, Product Development and more-are becoming increasingly focused on the business value cloud provides. Over the next threeyears, cloud’ strategic importance to business users is expected to double from 34 percent to 72 percent, even surpassing their IT counterparts at 28 percent.
They’re also backing up their words with action. The majority of our respondents said business leaders are actively involved in managing their organization’s cloud initiatives.
Simply put, it’s an evolution. Cloud computing is followingthe same pattern of other technologies that have shaped business and society. Take electricity, for example. Even after the first public power supply lit the streets; it took time for businesses to learn how to really capitalize on this new technology. In those early days, people were enthralled by artificial lighting-one of the earliest applications of electricity. Very few could fathom theinnumerable product innovations, business models and Industries that would ultimately be built upon this technology.
Business leaders are working through this transition with cloud right now. For some time, many have benefited from early applications of cloud computing and the basic efficiency gained from IT delivered as a service. But now cloud is sparking imaginations. And more and more businessleaders are recognizing its profound implications for how enterprises can make money, differentiate compete.
What can we learn from those at the forefront of this movement – the organizations that told us they’re gaining competitive advantage through cloud?
First, it’s worth understanding what these Pacesetters are actually doing with cloud. Bottom line, they’re differentiating through strategicreinvention, better decisions and deeper collaboration. Cloud sits at the center of their transformation tool set – mobile, social, analytics and big data. There are also important clues in how their strategies differ in terms of scope, platform decisions and delivery models. But the chief takeaway is this: Cloud is not just about cutting costs and driving efficiency; cloud fuels growth.Competitive advantage through cloud
To learn more about business outcomes organizations are realizing through cloud – and how they’re achieving those results – we surveyed more than 800 cloud decision makers and users. We grouped these organizations based on their level of cloud adoption and whether they’re reporting competitive advantage from cloud computing.
Pacesetters have deployed cloud on a broad...