Optimism for SMB Growth in 2024

Optimism for SMB Growth in 2024

As we approach the new year, I want to take a moment to express my deep appreciation to the small business community. Your unwavering commitment, resilience, and hard work have been inspiring. Despite our challenges, you’ve continued to push forward, innovate, and make a difference in your communities. Thank you for all that you do. 

Looking ahead to 2024, I am optimistic about the opportunities to come. Attracting and hiring top talent will continue to be a key differentiator, and I believe that small businesses can succeed in this area. Small companies can create a workplace culture that attracts and retains the best and brightest by offering employees a strong sense of work-life balance and flexibility, career advancement and development opportunities, and competitive compensation and benefits. 

Generative AI is another tool that will be a crucial pillar in helping small businesses get ahead in the coming year. As the technology continues to evolve and become more accessible, small businesses will have the opportunity to leverage AI-powered tools to streamline processes, automate tasks, and gain insights that were previously out of reach. 

Generative AI can create personalized marketing campaigns that resonate with customers on a deeper level. Targeted messages can increase engagement, conversions, and more revenue. 

Generative AI can also be a hiring tool. By helping small businesses identify the most qualified candidates for a given role by analyzing resumes and job descriptions, companies can save time and resources to hire the best talent for their team. Of course, AI is new and evolving in the workplace, but I believe that generative AI can be a powerful tool for small businesses when used responsibly and ethically. It can help smaller companies better compete with their larger-sized peers. Gen AI is a tool that can help small enterprises work more efficiently, make better decisions, and ultimately achieve their goals, allowing them to level the playing field. 

As we look ahead to 2024, I am confident the small business community will keep pushing forward, innovating, and making a difference. May the coming year be filled with growth, success, and prosperity. May we continue to work together to build a brighter future for ourselves, our employees, and our communities.

With Warmth, Heather


Heather Haslam

Vice President, Marketing, ADP Canada

Heather leads the Marketing mandate to support businesses across all segments in Canada. In her role, Heather provides strategic direction for planning, product marketing, campaign management, branding, and employee communications.

Heather has more than 20 years of experience in the Canadian technology Market. She is a proven, accomplished and dynamic leader specializing in motivating people for change and increased productivity with successes across Marketing, Sales Channel Development, Product Management, and Mergers & Acquisitions.

She is a passionate and intuitive leader who leverages persuasive reasoning to drive change and engage and build alignment with leaders/teams across functional areas. Before joining ADP in early 2016, she held various roles at BCE, primarily in Bell Business Markets, across Sales, Marketing and M&A.

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