When I began my master’s at Northumbria University, I knew I wanted to dive into something practical — not just theory, but something I could apply in real businesses. As someone who’s worked with websites, CRMs, and digital tools for years, I kept noticing the same issue: small businesses were struggling to keep up with modern tech, especially when it came to cloud-based systems.

That’s what led me to my dissertation topic:
“The Role of Disruptive Technologies in SMEs of the UK — A Case Study of Cloud Computing.”

Why I Chose Cloud Computing

In my day-to-day work, I kept seeing how tools like cloud-based CRMs, marketing automation, and data analytics platforms could make a huge difference — but so many SMEs either didn’t use them or used them badly.

Cloud computing is everywhere now — we use it for file storage, remote work, sales pipelines, even running full businesses without owning a single server. But I wanted to understand why some small businesses adopt these tools quickly, while others resist them.

What I Found

Through interviews, research, and a few case studies, I started to see some clear patterns:

• Cost and flexibility were the biggest reasons SMEs turned to the cloud. It’s easier to pay monthly for software than to buy something expensive up front.
• At the same time, a lot of small businesses were hesitant — either because they didn’t have technical people on their team, or they were worried about things like data privacy and vendor lock-in.
• The ones that did take the leap often found that cloud tools helped them work faster, smarter, and scale more easily — especially when it came to customer communication, project management, and online sales.

Beyond the Dissertation

What I loved about this project is that it didn’t just stay in theory. The insights I gained helped me make better decisions in real client projects — whether I was setting up a CRM, automating lead flows, or improving a website’s conversion rate.

In fact, the structure I used in the dissertation became the base for how I now evaluate tools and build digital systems for clients. I started helping small businesses implement cloud tools more strategically — not just using tech for the sake of it, but making sure it actually supported their goals.

What I Learned

Doing this research reminded me that technology doesn’t need to be complicated to be powerful. For many SMEs, small changes — like automating a lead capture form or integrating a payment system — can have a big impact.

It also reinforced something I’ve always believed: tech should be an enabler, not a blocker. And as someone who works in CRO, UI/UX, SEO, and digital systems, it’s now part of my job to help businesses unlock that potential.

Final Thoughts

This dissertation wasn’t just a university project. It pushed me to combine what I knew about business and technology in a way that created real value. And it’s one of the many steps that brought me closer to where I am now — working at the intersection of strategy, design, and digital innovation.

If you’re a startup founder, marketer, or SME owner wondering how cloud tech can work better for you — I’d love to chat.