Grant Thornton Survey Reveals 93% of Business Leaders Are Increasing Tech Investments Despite Alignment Challenges

Grant Thornton, one of America’s largest providers of audit, tax, and advisory services, has released its inaugural Digital Transformation Survey, which reveals that 93% of business leaders surveyed are increasing their technology investments. The survey, based on responses from over 550 senior executives across various industries, highlights key trends and challenges in integrating technology with business strategy to drive sustainable growth amid macroeconomic pressures. Integration of Tech and Business Strategy One of the core findings is the critical need for aligning technology with business objectives. Only 27% of respondents reported that their technology is fully synchronized with their business goals. According to Nick Vellani, National Managing Principal of Technology Modernization at Grant Thornton Advisors, this misalignment often stems from competing internal priorities. For instance, IT functions focus on infrastructure, cloud migration, cybersecurity, and data management, which, while essential for operations, do not directly contribute to business priorities like customer experience and operational efficiency. Data Quality and Usage Metrics Data quality emerged as another significant issue, with 32% of respondents indicating that their data needs improvement. Just 16% rated their data quality as "excellent." The survey also found that while business leaders prioritize return on investment (ROI) metrics, they often overlook usage-based metrics. David Koppy, Principal in Business Consulting at Grant Thornton Advisors, emphasized the importance of real-time usage analytics in identifying successful initiatives and areas requiring adjustment, such as improved training. These metrics can provide immediate insights into how effectively technology is being utilized and whether it's contributing to business outcomes and customer satisfaction. Strategic Technology Priorities Cybersecurity topped the list of technology investments, followed closely by customer relationship management (CRM) systems and customer interfaces. This focus underscores the dual priorities of protecting data and enhancing customer engagement. Successful integration of CRMs with marketing automation, e-commerce, and customer service platforms can create a comprehensive customer profile, enabling personalized interactions at each touchpoint. AI, particularly in customer-facing applications, is now being used more confidently after initial internal implementations that helped establish guardrails against potential mistakes and reputational damage. Optimizing Existing Platforms Many companies are driving growth affordably by optimizing their existing technology platforms rather than embarking on large-scale new investments. The survey found that by a 2-to-1 margin, respondents prefer add-ons or upgrades to complete system overhauls. This approach allows businesses to leverage their current investments while addressing specific areas of improvement, maximizing efficiency and minimizing disruption. Challenges and Opportunities Integration challenges remain the primary obstacle for business leaders, hampering the seamless operation of interconnected systems. Successful integration, however, can significantly enhance the impact of technology investments. For example, enterprise resource planning (ERP) systems and CRMs can work together to provide unified, data-driven insights that inform decision-making and improve operational alignment with customer expectations. Expert Insights Industry experts agree that the alignment between technology and business strategy is crucial for sustainable growth. Dana Lance, National Tax Solutions Leader at Grant Thornton Advisors, noted that tax departments are increasingly leveraging automation and AI for tasks like taxability determinations, which free up personnel to focus on higher-value activities. AI's capability to analyze tax positions can lead to potential tax savings and ensure accurate and compliant reporting. Company Profile Grant Thornton operates through two main entities in the U.S.: Grant Thornton LLP, a licensed CPA firm offering audit and assurance services, and Grant Thornton Advisors LLC, which provides non-attest services such as tax and advisory. In early 2025, Grant Thornton expanded its services globally by forming partnerships with Grant Thornton Ireland and Grant Thornton UAE, creating a multinational platform with revenues of $2.7 billion and a workforce of nearly 13,000 professionals across almost 60 offices. This platform aims to offer enhanced solutions and capabilities, supported by advanced technologies and a cross-border culture. Conclusion The Grant Thornton Digital Transformation Survey highlights the pressing need for businesses to align their technology investments with overarching strategic goals. By focusing on data quality and real-time usage metrics, companies can better understand the impact of their tech initiatives and make proactive adjustments. Investing in CRM and customer interface technologies, while optimizing existing platforms, can drive both operational efficiency and customer satisfaction, ultimately leading to sustained growth. The insights from the survey underscore the importance of a cohesive, integrated approach to digital transformation, especially in an era of rapid technological change and economic uncertainty.