Forrester’s 2024 Planning Guides: Economic Uncertainty Tempers 2024 Budget Expectations
04 Setembro 2023 - 6:15AM
Business Wire
According to Forrester’s (Nasdaq: FORR) 2024 Planning Guides,
more realistic budget expectations will serve leaders well as they
enter 2024, but now is not the time to hunker down, as stakeholder
expectations for growth remain steadfast. Additionally, to
accelerate growth and keep pace with the evolving expectations of
empowered digital customers, leaders should invest in AI and in
their own digital capabilities instead of relying on service
providers. In the next year, European digital leaders expect their
firms to spend a whopping average of 28% of their organisation’s
digital budget on services. A versatile AI approach can deliver a
broad range of solutions across operations that create customer
value, cut inefficient complexity, and drive innovation.
Forrester’s Planning Guides help leaders across technology,
marketing, digital, and customer experience (CX) functions during
annual budgeting and prioritisation cycles. They provide relevant
benchmark operational data and recommendations for areas to
experiment, deepen, or divest budget allocations for the coming
year. Key insights from Forrester’s 2024 Planning Guides include
the following.
Areas to increase investment in 2024:
- AI strategies and tools that deliver customer value. To
deliver greater customer value, leaders must leverage AI for
efficiency and effectiveness. This includes using synthetic data
for training and refining AI models and AI-powered TuringBots to
build and deliver higher-quality customer software faster and
cheaper.
- Digital B2B buyer interactions and self-serve routes to
market. B2B buyer composition and practices have changed. As
such, go-to-market strategies must change, as well. In 2024,
businesses should create seamless digital experiences that enable
buyers to make product purchases independently through websites,
marketplaces, and app stores. They should also consider hiring a
revenue operations leader to drive tighter alignment across
organisational functions to maximise customer value.
Areas to decrease investment in 2024:
- Redundant cloud environments and tools across functions.
While cloud remains the primary focus of advancements in
development and AI, leaders should gauge whether adding new cloud
environments will shift workloads seamlessly and help their broader
IT design.
- Digital service providers. Digital leaders should
evaluate each provider they work with to determine whether the
partnership is helping them create customer-focused solutions that
advance their organisation’s business strategy.
Areas for experimentation in 2024:
- Advanced AI capabilities — including autonomous workplace
assistants (AWAs). Generative AI’s rapid business progression
will prompt organisations to experiment with AWAs to accelerate
workplace productivity and innovation.
- AI and machine learning security. Security leaders
should explore new frameworks and vendors in the AI and machine
learning security space to both maximise generative AI’s potential
and put guardrails in place to minimise its risks.
“European economic indicators are pointing in ambiguous,
counterintuitive, and contradictory directions — making it
difficult for business leaders to plan their budget investments for
the year ahead,” said Laura Koetzle, VP and group research director
at Forrester. “Despite the continued economic volatility, European
leaders who prioritise investments that create customer value,
improve efficiencies, and create differentiation will see
significant gains. Forrester’s Planning Guides provide detailed
guidance to business leaders on where to invest, pull back, and
strategically experiment to grow and succeed in the coming
year.”
Resources:
- Explore the 2024 Planning Guides hub here.
- Read more about the investments, divestments, and experiments
that business leaders in Europe should pursue in 2024 to deliver
customer value.
- Download Forrester’s Planning Guides 2024 for B2B marketing
leaders, CX leaders, and technology leaders.
About Forrester
Forrester (Nasdaq: FORR) is one of the most influential research
and advisory firms in the world. We help leaders across technology,
customer experience, digital, marketing, sales, and product
functions use customer obsession to accelerate growth. Through
Forrester’s proprietary research, consulting, and events, leaders
from around the globe are empowered to be bold at work — to
navigate change and put their customers at the centre of their
leadership, strategy, and operations. Our unique insights are
grounded in annual surveys of more than 700,000 consumers, business
leaders, and technology leaders worldwide; rigorous and objective
research methodologies, including Forrester Wave™ evaluations; 70
million real-time feedback votes; and the shared wisdom of our
clients. To learn more, visit Forrester.com.
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Naomi Thomas nathomas@forrester.com
Forrester Research (NASDAQ:FORR)
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