www.forrester.com Open in urlscan Pro
149.126.77.115  Public Scan

Form analysis
3 forms found in the DOM

GET https://www.forrester.com/allSearch

<form action="https://www.forrester.com/allSearch" method="get" class="header-search js-header-search">
  <label for="header-search-desktop" class="sr-only">Search</label>
  <input id="header-search-desktop" class="header-search__input js-header-search-input" type="search" name="q">
  <span class="header-search__clear js-header-search-clear"></span>
  <input type="hidden" name="s" value="relevance">
  <input type="hidden" name="dateRange" value="365">
</form>

GET https://www.forrester.com/allSearch

<form action="https://www.forrester.com/allSearch" method="get" class="header-search js-header-search">
  <label for="header-search-mobile" class="sr-only">Search</label>
  <input id="header-search-mobile" class="header-search__input js-header-search-input" type="search" name="q">
  <span class="header-search__clear js-header-search-clear"></span>
  <input type="hidden" name="s" value="relevance">
  <input type="hidden" name="dateRange" value="365">
</form>

Name: LEAD3.0Wordpress — POST

<form method="post" name="LEAD3.0Wordpress" id="form2069" action="" class="forr-form" data-type="full" data-behavior="show_message" data-redirecturl="" autocomplete="off" novalidate="novalidate">
  <!-- Name -->
  <div class="forr-form__row">
    <div class="forr-form__item">
      <label for="firstNameField" class="forr-form__label">First Name*</label>
      <input id="firstNameField" class="forr-form__input forr-form__input--text" name="firstname" type="text" placeholder="Enter your first name" autocomplete="nope" required="">
    </div>
    <div class="forr-form__item">
      <label for="lastNameField" class="forr-form__label">Last Name*</label>
      <input id="lastNameField" class="forr-form__input forr-form__input--text" name="lastname" type="text" placeholder="Enter your last name" autocomplete="nope" required="">
    </div>
  </div>
  <!-- Email -->
  <div class="forr-form__row">
    <div class="forr-form__item">
      <label for="emailField" class="forr-form__label">Email Address*</label>
      <input id="emailField" class="forr-form__input forr-form__input--text" name="email" type="email" placeholder="Enter your email address" autocomplete="nope" required="">
    </div>
  </div>
  <!-- Phone -->
  <div class="forr-form__row">
    <div class="forr-form__item">
      <label for="phoneField" class="forr-form__label ">Business Phone*</label>
      <input id="phoneField" class="forr-form__input forr-form__input--text" name="businessphone" type="tel" placeholder="Enter your business phone" autocomplete="nope" required="">
    </div>
  </div>
  <!-- Job Title -->
  <div class="forr-form__row">
    <div class="forr-form__item">
      <label for="jobTitleField" class="forr-form__label">Job Title*</label>
      <input id="jobTitleField" class="forr-form__input forr-form__input--text" name="jobtitle" type="text" placeholder="Enter your job title" autocomplete="nope" required="">
    </div>
  </div>
  <!-- Country -->
  <div class="forr-form__row">
    <div class="forr-form__item">
      <label for="countryField" class="forr-form__label">Country*</label>
      <select id="countryField" class="forr-form__input forr-form__input--select" name="country" required="">
        <option value="">Country</option>
        <option value="US">United States</option>
        <option value="AX">Åland Islands</option>
        <option value="DZ">Algeria</option>
        <option value="AS">American Samoa</option>
        <option value="AD">Andorra</option>
        <option value="AO">Angola</option>
        <option value="AI">Anguilla</option>
        <option value="AQ">Antarctica</option>
        <option value="AG">Antigua and Barbuda</option>
        <option value="AR">Argentina</option>
        <option value="AM">Armenia</option>
        <option value="AW">Aruba</option>
        <option value="AU">Australia</option>
        <option value="AT">Austria</option>
        <option value="AZ">Azerbaijan</option>
        <option value="BS">Bahamas</option>
        <option value="BH">Bahrain</option>
        <option value="BD">Bangladesh</option>
        <option value="BB">Barbados</option>
        <option value="BY">Belarus</option>
        <option value="BE">Belgium</option>
        <option value="BZ">Belize</option>
        <option value="BJ">Benin</option>
        <option value="BM">Bermuda</option>
        <option value="BT">Bhutan</option>
        <option value="BO">Bolivia, Plurinational State of</option>
        <option value="BQ">Bonaire, Sint Eustatius and Saba</option>
        <option value="BW">Botswana</option>
        <option value="BV">Bouvet Island</option>
        <option value="BR">Brazil</option>
        <option value="IO">British Indian Ocean Territory</option>
        <option value="BN">Brunei Darussalam</option>
        <option value="BG">Bulgaria</option>
        <option value="BF">Burkina Faso</option>
        <option value="KH">Cambodia</option>
        <option value="CM">Cameroon</option>
        <option value="CA">Canada</option>
        <option value="CV">Cape Verde</option>
        <option value="KY">Cayman Islands</option>
        <option value="TD">Chad</option>
        <option value="CL">Chile</option>
        <option value="CN">China</option>
        <option value="CX">Christmas Island</option>
        <option value="CC">Cocos (Keeling) Islands</option>
        <option value="CO">Colombia</option>
        <option value="KM">Comoros</option>
        <option value="CK">Cook Islands</option>
        <option value="CR">Costa Rica</option>
        <option value="CI">Côte d'Ivoire</option>
        <option value="HR">Croatia</option>
        <option value="CU">Cuba</option>
        <option value="CW">Curaçao</option>
        <option value="CY">Cyprus</option>
        <option value="CZ">Czech Republic</option>
        <option value="DK">Denmark</option>
        <option value="DJ">Djibouti</option>
        <option value="DM">Dominica</option>
        <option value="DO">Dominican Republic</option>
        <option value="EC">Ecuador</option>
        <option value="EG">Egypt</option>
        <option value="SV">El Salvador</option>
        <option value="GQ">Equatorial Guinea</option>
        <option value="ER">Eritrea</option>
        <option value="EE">Estonia</option>
        <option value="FK">Falkland Islands</option>
        <option value="FO">Faroe Islands</option>
        <option value="FJ">Fiji</option>
        <option value="FI">Finland</option>
        <option value="FR">France</option>
        <option value="GF">French Guiana</option>
        <option value="PF">French Polynesia</option>
        <option value="TF">French Southern Territories</option>
        <option value="GA">Gabon</option>
        <option value="GM">Gambia</option>
        <option value="GE">Georgia</option>
        <option value="DE">Germany</option>
        <option value="GH">Ghana</option>
        <option value="GI">Gibraltar</option>
        <option value="GR">Greece</option>
        <option value="GL">Greenland</option>
        <option value="GD">Grenada</option>
        <option value="GP">Guadeloupe</option>
        <option value="GU">Guam</option>
        <option value="GT">Guatemala</option>
        <option value="GG">Guernsey</option>
        <option value="GN">Guinea</option>
        <option value="GY">Guyana</option>
        <option value="HT">Haiti</option>
        <option value="HM">Heard Island and McDonald Islands</option>
        <option value="VA">Vatican City</option>
        <option value="HN">Honduras</option>
        <option value="HK">Hong Kong</option>
        <option value="HU">Hungary</option>
        <option value="IS">Iceland</option>
        <option value="IN">India</option>
        <option value="ID">Indonesia</option>
        <option value="IQ">Iraq</option>
        <option value="IE">Ireland</option>
        <option value="IM">Isle of Man</option>
        <option value="IL">Israel</option>
        <option value="IT">Italy</option>
        <option value="JM">Jamaica</option>
        <option value="JP">Japan</option>
        <option value="JE">Jersey</option>
        <option value="JO">Jordan</option>
        <option value="KZ">Kazakhstan</option>
        <option value="KE">Kenya</option>
        <option value="KI">Kiribati</option>
        <option value="KR">Korea, Republic of</option>
        <option value="KW">Kuwait</option>
        <option value="KG">Kyrgyzstan</option>
        <option value="LA">Lao People's Democratic Republic</option>
        <option value="LV">Latvia</option>
        <option value="LS">Lesotho</option>
        <option value="LR">Liberia</option>
        <option value="LI">Liechtenstein</option>
        <option value="LT">Lithuania</option>
        <option value="LU">Luxembourg</option>
        <option value="MO">Macao</option>
        <option value="MG">Madagascar</option>
        <option value="MW">Malawi</option>
        <option value="MY">Malaysia</option>
        <option value="MV">Maldives</option>
        <option value="MT">Malta</option>
        <option value="MH">Marshall Islands</option>
        <option value="MQ">Martinique</option>
        <option value="MR">Mauritania</option>
        <option value="MU">Mauritius</option>
        <option value="YT">Mayotte</option>
        <option value="MX">Mexico</option>
        <option value="FM">Micronesia, Federated States of</option>
        <option value="MD">Moldova, Republic of</option>
        <option value="MC">Monaco</option>
        <option value="MN">Mongolia</option>
        <option value="MS">Montserrat</option>
        <option value="MA">Morocco</option>
        <option value="MZ">Mozambique</option>
        <option value="MM">Myanmar</option>
        <option value="NA">Namibia</option>
        <option value="NR">Nauru</option>
        <option value="NP">Nepal</option>
        <option value="NL">Netherlands</option>
        <option value="NC">New Caledonia</option>
        <option value="NZ">New Zealand</option>
        <option value="NE">Niger</option>
        <option value="NG">Nigeria</option>
        <option value="NU">Niue</option>
        <option value="NF">Norfolk Island</option>
        <option value="MP">Northern Mariana Islands</option>
        <option value="NO">Norway</option>
        <option value="OM">Oman</option>
        <option value="PK">Pakistan</option>
        <option value="PW">Palau</option>
        <option value="PS">Palestinian Territory, Occupied</option>
        <option value="PA">Panama</option>
        <option value="PG">Papua New Guinea</option>
        <option value="PY">Paraguay</option>
        <option value="PE">Peru</option>
        <option value="PH">Philippines</option>
        <option value="PN">Pitcairn</option>
        <option value="PL">Poland</option>
        <option value="PT">Portugal</option>
        <option value="PR">Puerto Rico</option>
        <option value="QA">Qatar</option>
        <option value="RE">Réunion</option>
        <option value="RO">Romania</option>
        <option value="RW">Rwanda</option>
        <option value="BL">Saint Barthélemy</option>
        <option value="SH">Saint Helena, Ascension and Tristan da Cunha</option>
        <option value="KN">Saint Kitts and Nevis</option>
        <option value="LC">Saint Lucia</option>
        <option value="MF">Saint Martin</option>
        <option value="PM">Saint Pierre and Miquelon</option>
        <option value="VC">Saint Vincent and the Grenadines</option>
        <option value="WS">Samoa</option>
        <option value="SM">San Marino</option>
        <option value="ST">Sao Tome and Principe</option>
        <option value="SA">Saudi Arabia</option>
        <option value="SN">Senegal</option>
        <option value="SC">Seychelles</option>
        <option value="SL">Sierra Leone</option>
        <option value="SG">Singapore</option>
        <option value="SX">Sint Maarten (Dutch part)</option>
        <option value="SK">Slovakia</option>
        <option value="SI">Slovenia</option>
        <option value="SB">Solomon Islands</option>
        <option value="ZA">South Africa</option>
        <option value="GS">South Georgia and the South Sandwich Islands</option>
        <option value="ES">Spain</option>
        <option value="LK">Sri Lanka</option>
        <option value="SD">Sudan</option>
        <option value="SR">Suriname</option>
        <option value="SJ">Svalbard and Jan Mayen</option>
        <option value="SZ">Swaziland</option>
        <option value="SE">Sweden</option>
        <option value="CH">Switzerland</option>
        <option value="SY">Syria</option>
        <option value="TW">Taiwan</option>
        <option value="TJ">Tajikistan</option>
        <option value="TZ">Tanzania, United Republic of</option>
        <option value="TH">Thailand</option>
        <option value="TL">Timor-Leste</option>
        <option value="TG">Togo</option>
        <option value="TK">Tokelau</option>
        <option value="TO">Tonga</option>
        <option value="TT">Trinidad and Tobago</option>
        <option value="TN">Tunisia</option>
        <option value="TR">Turkey</option>
        <option value="TM">Turkmenistan</option>
        <option value="TC">Turks and Caicos Islands</option>
        <option value="TV">Tuvalu</option>
        <option value="UG">Uganda</option>
        <option value="UA">Ukraine</option>
        <option value="AE">United Arab Emirates</option>
        <option value="GB">United Kingdom</option>
        <option value="USA">United States</option>
        <option value="UM">United States Minor Outlying Islands</option>
        <option value="UY">Uruguay</option>
        <option value="UZ">Uzbekistan</option>
        <option value="VU">Vanuatu</option>
        <option value="VN">Vietnam</option>
        <option value="VG">Virgin Islands, British</option>
        <option value="VI">Virgin Islands, U.S.</option>
        <option value="WF">Wallis and Futuna</option>
        <option value="EH">Western Sahara</option>
        <option value="ZM">Zambia</option>
        <option value="US">United States</option>
      </select>
    </div>
  </div>
  <!-- Company Name -->
  <div class="forr-form__row">
    <div class="forr-form__item">
      <label for="companyNameField" class="forr-form__label">Company Name*</label>
      <input id="companyNameField" class="forr-form__input forr-form__input--text js-eloqua-company-name" name="companyname" type="text" placeholder="Enter your company name" value="" autocomplete="nope" required="">
    </div>
  </div>
  <!-- Address fields -->
  <div class="eloqua-form__company-address js-eloqua-company-address-2">
    <!-- Industry -->
    <div class="forr-form__row dropdown">
      <label for="industryField" class="forr-form__label">Industry*</label>
      <select id="industryField" class="forr-form__input forr-form__input--select" name="industry" placeholder="Industry" autocomplete="nope" required="">
        <option disabled="" selected="" value="">Choose your industry</option>
        <option value="Automotive">Automotive</option>
        <option value="Business Services">Business Services</option>
        <option value="Communications">Communications</option>
        <option value="Construction">Construction</option>
        <option value="Energy">Energy</option>
        <option value="Financial Services">Financial Services</option>
        <option value="Government">Government</option>
        <option value="Healthcare">Healthcare</option>
        <option value="Manufacturing">Manufacturing</option>
        <option value="Media">Media</option>
        <option value="Mining">Mining</option>
        <option value="Non Profit/Education">Non Profit/Education</option>
        <option value="Retail">Retail</option>
        <option value="Technology Provider">Technology Provider</option>
        <option value="Travel &amp; Leisure">Travel &amp; Leisure</option>
        <option value="Utilities">Utilities</option>
        <option value="Other">Other</option>
      </select>
    </div>
    <div class="forr-form__row">
      <div class="forr-form__item">
        <label for="companyAddressField" class="forr-form__label">Address*</label>
        <input id="companyAddressField" class="forr-form__input forr-form__input--text" name="companyaddress" type="text" placeholder="Enter your address" value="" maxlength="200" autocomplete="nope" required="">
      </div>
    </div>
    <div class="forr-form__row city_row">
      <div class="forr-form__item">
        <label for="cityField" class="forr-form__label">City</label>
        <input id="cityField" class="forr-form__input forr-form__input--text" name="city" type="text" placeholder="Enter your city" value="" maxlength="40" required="" autocomplete="nope">
      </div>
    </div>
    <div class="forr-form__row state_row" style="display: none;">
      <div class="forr-form__item">
        <label for="stateField" class="forr-form__label">State</label>
        <select id="stateField" class="forr-form__input forr-form__input--select" name="state" required="true">
          <option disabled="disabled" selected="selected" value="">Choose your state</option>
          <option value="AL">Alabama</option>
          <option value="AK">Alaska</option>
          <option value="AZ">Arizona</option>
          <option value="AR">Arkansas</option>
          <option value="CA">California</option>
          <option value="CO">Colorado</option>
          <option value="CT">Connecticut</option>
          <option value="DE">Delaware</option>
          <option value="DC">District of Columbia</option>
          <option value="FL">Florida</option>
          <option value="GA">Georgia</option>
          <option value="HI">Hawaii</option>
          <option value="ID">Idaho</option>
          <option value="IL">Illinois</option>
          <option value="IN">Indiana</option>
          <option value="IA">Iowa</option>
          <option value="KS">Kansas</option>
          <option value="KY">Kentucky</option>
          <option value="LA">Louisiana</option>
          <option value="ME">Maine</option>
          <option value="MD">Maryland</option>
          <option value="MA">Massachusetts</option>
          <option value="MI">Michigan</option>
          <option value="MN">Minnesota</option>
          <option value="MS">Mississippi</option>
          <option value="MO">Missouri</option>
          <option value="MT">Montana</option>
          <option value="NE">Nebraska</option>
          <option value="NV">Nevada</option>
          <option value="NH">New Hampshire</option>
          <option value="NJ">New Jersey</option>
          <option value="NM">New Mexico</option>
          <option value="NY">New York</option>
          <option value="NC">North Carolina</option>
          <option value="ND">North Dakota</option>
          <option value="OH">Ohio</option>
          <option value="OK">Oklahoma</option>
          <option value="OR">Oregon</option>
          <option value="PA">Pennsylvania</option>
          <option value="RI">Rhode Island</option>
          <option value="SC">South Carolina</option>
          <option value="SD">South Dakota</option>
          <option value="TN">Tennessee</option>
          <option value="TX">Texas</option>
          <option value="UT">Utah</option>
          <option value="VT">Vermont</option>
          <option value="VA">Virginia</option>
          <option value="WA">Washington</option>
          <option value="WV">West Virginia</option>
          <option value="WI">Wisconsin</option>
          <option value="WY">Wyoming</option>
          <option value="AS">American Samoa</option>
          <option value="GU">Guam Gu</option>
          <option value="MP">Northern Mariana Islands</option>
          <option value="PR">Puerto Rico</option>
          <option value="VI">Virgin Islands</option>
          <option value="AE">Armed Forces Africa</option>
          <option value="AA">Armed Forces Americas</option>
          <option value="AE">Armed Forces Canada</option>
          <option value="AE">Armed Forces Europe</option>
          <option value="AE">Armed Forces Middle East</option>
          <option value="AP">Armed Forces Pacific</option>
          <option value="AB">Alberta</option>
          <option value="BC">British Columbia</option>
          <option value="MB">Manitoba</option>
          <option value="NB">New Brunswick</option>
          <option value="NL">Newfoundland and Labrador</option>
          <option value="NT">Northwest Territories</option>
          <option value="NS">Nova Scotia</option>
          <option value="NU">Nunavut</option>
          <option value="ON">Ontario</option>
          <option value="PE">Prince Edward Island</option>
          <option value="QC">Quebec</option>
          <option value="SK">Saskatchewan</option>
          <option value="YT">Yukon</option>
          <option value="ACT">Australian Capital Territory</option>
          <option value="NSW">New South Wales</option>
          <option value="NT">Northern Territory</option>
          <option value="QLD">Queensland</option>
          <option value="SA">South Australia</option>
          <option value="TAS">Tasmania</option>
          <option value="VIC">Victoria</option>
          <option value="WA">Western Australia</option>
        </select>
      </div>
    </div>
    <div class="forr-form__row zip_row">
      <div class="forr-form__item">
        <label for="zipCodeField" class="forr-form__label">Zip/Postal Code</label>
        <input id="zipCodeField" class="forr-form__input forr-form__input--text" name="zipcode" type="text" placeholder="Enter your zip/postal code" value="" maxlength="50" autocomplete="nope" required="">
      </div>
    </div>
  </div>
  <div class="forr-form__row">
    <div class="forr-form__item">
      <label for="messageField" class="forr-form__label">How can we help you? (500 character maximum)</label>
      <textarea id="messageField" class="forr-form__input forr-form__input--textarea js-message-field" name="formcomments" placeholder="How can we help you? (500 character maximum)" maxlength="500"></textarea>
      <p class="forr-form__limiter js-message-field-limiter">
        <span class="forr-form__limiter-label"><span class="js-message-field-chars">0</span>/500</span>
        <span class="forr-form__limiter-error">Max characters reached</span>
      </p>
    </div>
  </div>
  <div class="forr-form__row forr-form__row--checkbox otpInField clickOptin">
    <div class="forr-form__item">
      <input id="optinField" class="forr-form__checkbox" name="optin" type="checkbox">
      <label for="optinField" class="forr-form__label">By checking this box, you agree to receive survey invitations and marketing communications.</label>
    </div>
  </div>
  <!-- Hidden Fields -->
  <input value="LEAD3.0Wordpress" type="hidden" name="elqFormName">
  <input value="332" type="hidden" name="elqSiteId">
  <input value="" type="hidden" name="elqCustomerGUID">
  <input value="0" type="hidden" name="elqCookieWrite">
  <input value="" type="hidden" name="eloquahtmlformname">
  <input value="Wordpress" type="hidden" name="src">
  <input value="https://www.forrester.com/bold/planning-guides/" type="hidden" name="formsource">
  <!--<input value="" type="hidden" name="offer"  />-->
  <input value="Contact has asked to be contacted via the Planning Guides" type="hidden" name="notes">
  <input value="7013n000002QjKtAAK" type="hidden" name="scid">
  <input value="Direct Interaction" type="hidden" name="leadtype">
  <input value="Contact Us Form" type="hidden" name="leadcontext">
  <!-- D&B Fields -->
  <input name="db_companyaddress1" type="hidden" id="companyaddressDB" value="">
  <input name="db_duns" type="hidden" value="">
  <input name="db_companyname" type="hidden" value="">
  <input name="db_companyaddress2" type="hidden" value="">
  <input name="db_city" type="hidden" value="">
  <input name="db_state" type="hidden" value="">
  <input name="db_zipcode" type="hidden" value="">
  <input name="db_country" type="hidden" value="">
  <input name="db_sic" type="hidden" value="">
  <input name="db_sicDesc" type="hidden" value="">
  <input name="db_gu_duns" type="hidden" value="">
  <input name="db_gu_name" type="hidden" value="">
  <input name="db_du_duns" type="hidden" value="">
  <input name="db_du_name" type="hidden" value="">
  <input name="db_parentDuns" type="hidden" value="">
  <input name="db_parentName" type="hidden" value="">
  <input name="db_domain" type="hidden" value="">
  <input name="db_tradeName" type="hidden" value="">
  <input name="db_companyphone" type="hidden" value="">
  <input name="db_jobtitle" type="hidden" value="">
  <input name="countryfieldhidden" id="countryFieldHidden" type="hidden" value="">
  <input value="" type="hidden" name="check1">
  <input type="hidden" name="blindsubmit" id="blindsubmit" value="no">
  <!-- <input type="hidden" name="optIn" value="off" id="optinValue"> -->
  <input name="redirect" type="hidden" value="on">
  <input name="redirecturl" type="hidden" value="https://go.forrester.com">
  <div class="forr-form__row forr-form__row--submit">
    <button type="submit" class="forr-cta -primary"><span>Contact Us</span></button>
  </div>
</form>

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Home > 2024 Planning: Don’t Let Modest Budgets Create Complacency



2024 PLANNING: DON’T LET MODEST BUDGETS CREATE COMPLACENCY


PRIORITIZE CUSTOMER VALUE, CUT INEFFICIENT COMPLEXITY, AND EXPERIMENT
AGGRESSIVELY

Economic concerns have eased somewhat since last year; at the same time,
business leaders have more modest expectations for 2024 budget increases. But
the appetite for technology spending remains strong, particularly for anything
related to AI. This report covers current budgeting trends across functions and
where to increase investment, cut spending, and experiment for the largest
impact in 2024.

Author:
Sharyn Leaver

Contributors:
Eric Brown, Keith Johnston, Stephanie Balaouras, Srividya Sridharan, Melissa
Parrish, Bruna Venicio, and Rachel Birrell

Download PDF
Jump to: 2023 Realities Temper 2024 Budget Expectations — Except In Technology
Focus 2024 Planning On Customer-Obsessed Growth Prioritize Investments That
Create Customer Value Cut Spending On Inefficient And Outdated Complexity
Experiment Aggressively With More Advanced AI Capabilities Find Planning
Guidance For Your Business Function
 * 2023 Realities Temper 2024 Budget Expectations — Except In Technology
 * Focus 2024 Planning On Customer-Obsessed Growth
 * Prioritize Investments That Create Customer Value
 * Cut Spending On Inefficient And Outdated Complexity
 * Experiment Aggressively With More Advanced AI Capabilities
 * Find Planning Guidance For Your Business Function


2023 REALITIES TEMPER 2024 BUDGET EXPECTATIONS — EXCEPT IN TECHNOLOGY

One year ago, leaders were facing global unrest, supply chain instability,
soaring inflation, the long shadow of the pandemic, and a projected economic
slowdown. Yet most had overly optimistic expectations heading into budget
season, with every function expecting to lock in modest budget increases for
2023.

Many of last year’s concerns didn’t materialize, and the outlook for the global
economy in 2024 is a bit brighter as supply chain disruptions ease and inflation
edges back toward targets. The IMF projects growth will bottom out at 3% this
year and global inflation will fall to 5.2% in 2024. To gauge expectations for
2024 spending, Forrester’s Budget Planning Survey, 2023, surveyed 470 US
business and technology decision-makers across functions, representing nearly
1,000 decisions related to budgets in the next 12 months. Interestingly, 2024
budget expectations are much more realistic. Most leaders in every function
anticipate at least some increase in overall spending in the next 12 months but
fewer than last year (see Figure 1). Expectations vary across functions.

 * Tech leaders are the most bullish on spending opportunities. Eighty-four
   percent of tech leaders expect their technology budget for 2024 to increase,
   up from a mere 66% last year. The greatest proportion expect spending growth
   in data, data science, and analytics, followed closely by information and IT
   security. Unsurprisingly, AI is the tech category expected to snag the
   biggest budget increase (see Figure 2).
   
   Learn more in Planning Guide 2024: Technology Executive

 * B2C marketers are more optimistic than their B2B peers. Overall, 80% of
   marketing leaders expect some level of increase in their 2024 budget, with a
   large chunk expecting increased investment in headcount; 12% expect budgets
   to remain flat; and 8% expect a decrease. But there’s a stark difference
   across business models, with 86% of B2C marketers expecting an increase
   versus only 74% of B2B marketers.
   
   Learn more in our Planning Guide 2024: B2B Marketing Executives

 * CX and sales leaders have the lowest expectations. Only 64% of CX leaders
   expect a boost in their budgets for CX initiatives in 2024 — down from 82%
   last year; 16% expect to spend less overall than this year. Only 54% expect
   to spend more on headcount. B2B sales leaders’ expectations have grown since
   last year but are still quite modest, with only 75% of sales leaders
   expecting a boost in spending.
   
   Learn more in our Planning Guide 2024: Customer Experience

Figure 1
2023 Budget Expectations Vs. 2024 Budget Expectations





Figure 2
Tech Categories For Which Respondents Are Planning A Budget Increase






FOCUS 2024 PLANNING ON CUSTOMER-OBSESSED GROWTH

More realistic budget expectations will serve leaders well as they enter 2024,
but don’t let those translate into timid plans and undue complacency.
Stakeholder, shareholder, customer, and employee expectations for growth remain
steadfast. Outdated, short-term growth strategies will fail in a market driven
by empowered digital customers who are hungry for new things. And as generative
AI threatens to change every business at an unprecedented pace, now is not the
time to hunker down. Now is the time to prioritize what creates customer value,
cut inefficient complexity, and experiment aggressively to create
differentiation.


PRIORITIZE INVESTMENTS THAT CREATE CUSTOMER VALUE

Invest in capabilities to bring emotion and engagement to customer experiences,
and consistently deliver on your brand promise and vision. When it comes to
tech, it’s all about AI. But approach and details matter here — and AI isn’t the
only game in town. To get ahead:

 * Build a versatile AI strategy that can deliver customer value fast. AI is the
   story in tech now. But don’t let the hype divert your focus from developing a
   versatile AI approach that can address multiple needs simultaneously while
   putting in place the guardrails necessary to yield returns responsibly. In
   Forrester’s Budget Planning Survey, 2023, 86% of US technology
   decision-makers in data-related functions anticipate their organization’s
   investment in AI capabilities will increase over the next 12 months. Work to
   deliver a broad range of solutions across operations and provide sustainable
   momentum as your company’s AI experience matures. This momentum will be the
   result of greater company productivity, clearer knowledge sharing and
   transfer, and faster deployment and adoption over time. Focus on leveraging
   AI for both efficiency and effectiveness in the pursuit of delivering more
   customer value.
 * Invest in AI-generated synthetic data to unleash the potential of your data
   science teams. With AI-generated synthetic data, you take a sample of real
   customer data, ensure its quality, and use it to generate high volumes of new
   data that is as good as real data but doesn’t belong to any of your
   customers. Data science and marketing teams can then access and work with
   data they weren’t allowed to touch before, while security and privacy teams
   can relax most of their privacy and other safeguards on the synthetic
   samples. While companies have only experimented with niche cases so far, the
   time to invest on a larger scale has come. Plan to use synthetic data sets
   widely not only for traditional analytics but also to train and refine AI
   models. As you consider vendors, evaluate your comfort with their level of
   anonymization, ensure the right processes and legal bases are in place to
   start using a small sample of real data, and define very clear boundaries for
   how the vendor can use your real and synthetic data.
 * Embrace TuringBots to build software faster, better, and cheaper. TuringBots
   — AI that helps development teams be more productive across the end-to-end
   software development lifecycle — are maturing fast. Adoption in areas like
   coding, testing, and deployment is happening in real time. TuringBots
   collaborate with all development team members and other business and IT
   stakeholders to reduce friction, connect different stages of the lifecycle
   (and shortcut some of them), and thus build applications and products faster.
   They will automate many use cases, such as optimizing product plans and work
   overall, generating code from prompts and comments, and creating tests from
   requirements. Technology leaders should invest in TuringBots to rapidly build
   and deliver higher-quality custom software that differentiates the business
   and propels it forward.
 * Hire a leader of revenue operations to drive alignment and growth. Driving
   customer value through increased alignment requires B2B organizations to
   invest in a senior-level leader responsible for shepherding a revenue
   operations discipline. Forrester views the need for revenue operations as an
   expansion of operational focus. This is the most direct way to enhance
   operational capabilities and close the persistent alignment gaps facing B2B
   organizations. For organizations with established sales and marketing
   operations disciplines, revenue operations is neither a reshuffling of
   existing capabilities nor the insertion of a new level of hierarchy into a
   leadership structure — it’s an additive effort that harnesses operational
   resources, improves the buyer experience, and drives predictable growth.
 * Create self-serve routes to market and hone digital B2B buyer interactions.
   Many B2B organizations have experimented with digital, self-service buyer
   engagement models and product-led growth; it’s now time to make these
   experiments a permanent capability. Digital natives are an influential B2B
   buying cohort that engages electronically and transacts online. Forrester’s
   2022 data reveals that global senior-level Gen Z and Millennial B2B buyers
   make up more than two-thirds of digital purchasers. And Millennial leaders
   who are B2B buyers make up an audience two and a half times larger than that
   of Gen X leaders, a clear indication that the composition and practices of
   B2B buyers has changed. As a result, go-to-market strategies must change,
   too. For 2024, enable buyers to make website, marketplace, app store, and
   in-product purchases. And remember that purchasing is more than just a
   transaction; it is a journey — so create a seamless experience for buyers
   across the full buyer lifecycle.
   
   Learn more in our Planning Guide 2024: Portfolio Marketing


CUT SPENDING ON INEFFICIENT AND OUTDATED COMPLEXITY

Creating customer value is the place for investments, but that doesn’t mean that
all customer-focused teams or technologies should be on the investment list. For
example, nearly every CX program we study has accumulated unnecessary baggage
that reduces resources for more urgent and effective initiatives. To trim your
budget:

 * Avoid adding more cloud environments. Cloud sprawl is real. Focus on the
   interconnectedness among existing environments to generate greater
   operational portability in the cloud. In Forrester’s Budget Planning Survey,
   2023, 78% of US technology decision-makers anticipate their organization’s
   investment in cloud infrastructure and development services will increase
   over the next 12 months. Ensure cloud investments expand capacity, shift
   workloads seamlessly, and remove barriers to scale delivery across
   environments. When you do need to add a new environment, such as a new
   software-as-a-service vendor, consider whether it complements your broader IT
   design; for example, Workday has an option for running on AWS purchased out
   of the AWS Marketplace, which can result in better interoperability and cost
   savings for AWS customers.
 * Stop automatically relying on digital service providers. Per Forrester’s
   Digital Business Strategy Survey, 2023, global digital business strategy
   leaders whose organization has a dedicated budget for digital initiatives
   expect their firm to spend a whopping average of 29% of their organization’s
   digital budget on services in the next 12 months. Outsourcing can meet your
   immediate needs, but your firm’s survival and competitiveness hinge on
   developing in-house expertise. Hit “reset” now: Stop automatically turning to
   and relying on your digital service providers. Instead, rigorously review
   each provider you work with. Beyond offering stopgap solutions, can that
   provider become a more valuable co-innovation partner? Can it cocreate
   transformative solutions, provide ready-made partnerships that advance your
   business strategy, and augment your ecosystem of co-innovation partners? If
   not, plan to wean yourself off that provider and evaluate alternatives,
   including internal talent. For your truly strategic services providers,
   evolve to outcomes-based contract terms.
 * Eliminate redundant tools across functions. Many leaders pay for similar
   capabilities several times over because they don’t realize they have multiple
   vendors with overlapping capabilities that the organization is unable or
   unwilling to act on; for example, many organizations have multiple vendors
   that provide surveys. Even if your budget grows next year, now’s not the time
   to pay for tools you don’t currently need, especially when solutions
   providers make it so easy for clients to turn on new capabilities when they
   need them. Conduct a tech audit across every function — including customer
   service/contact center, digital, and experience research, regardless of where
   they sit in the organization — to understand where capabilities overlap.
   Then, plan which programs to consolidate and which to sunset entirely.
 * Let go of ITIL training. The ITIL (formerly IT Infrastructure Library)
   standard has been a training mainstay for decades, standardizing terminology
   and basic process models for IT and digital organizations. However, since
   2013, it has slowly declined under pressure from agile and DevOps practices.
   ITIL as a framework still made some sense for immature organizations.
   However, PeopleCert (the current owner of ITIL) is changing its business
   model, and vendors intimately associated with ITIL for many years, such as
   Pink Elephant and ITSM Academy, have either discontinued their relationships
   or had them terminated. As a framework, ITIL is clearly in its endgame, and
   we don’t expect any further updates or significant thought leadership.
   Forward-looking digital organizations should look elsewhere for training.


EXPERIMENT AGGRESSIVELY WITH MORE ADVANCED AI CAPABILITIES

AI has moved well past the experimental stage and requires real commitment and
investment. But more advanced capabilities should dominate your list of ongoing
experiments, including:

 * Autonomous workplace assistants (AWAs). AWAs are cognitive or physical
   automations that can make decisions, act without approval, and perform a
   service based on environment, context, user input, and learning in support of
   workplace goals. They can be scheduled, triggered by an event, or directed by
   a human. These employee assistants or copilots can meet many needs due to the
   narrow conversation and resolution paths typical of many jobs. A health agent
   AWA, for example, can transcribe doctor’s notes, populate patient medical
   records, and orchestrate sign-off; a loan originator AWA can gather client
   data, prepare documents, compute credit scores, fund accounts, and manage
   client communication. The rapid progression of generative AI will encourage
   enterprises to experiment with creative AWA use cases.
 * AI and machine learning security. Most of the AI implementations that
   security leaders will encounter will come from buying tools that include AI.
   But security leaders should anticipate “BYOAI” initiatives and a
   proliferation of finely tuned generative AI models customized to
   department-specific tasks. That will necessitate introducing a new set of
   controls designed to protect these models. This emerging segment within
   cybersecurity includes not only pure security use cases but also model stress
   testing and audits. Explore new frameworks like Alphabet’s Secure AI
   Framework and new vendors like CalypsoAI, HiddenLayer, Protect AI, and Robust
   Intelligence as funding pours into this segment.


FIND PLANNING GUIDANCE FOR YOUR BUSINESS FUNCTION

Explore our full list of planning guides reports and webinars to understand
current budgeting trends across functions and gain insight on where to increase
investment, cut spending, and experiment for the largest impact:

Reports

 * Planning Guide 2024: Technology Executives
 * Planning Guide 2024: Technology Architecture & Delivery
 * Planning Guide 2024: Security & Risk
 * Planning Guide 2024: B2B Marketing Executive
 * Planning Guide 2024: Portfolio Marketing
 * Planning Guide 2024: Customer Experience
 * Planning Guide 2024: B2C Marketing Executives
 * Planning Guide 2024: Digital Business & Strategy

Webinars

 * Planning Guides 2024: Technology Leaders
   
 * Planning Guides 2024: B2B Marketing Leaders
 * Planning Guides 2024: Customer Experience

Forrester clients can access all of our 2024 planning guides here.


HOW CAN WE HELP?

Get in touch to find out how Forrester can help you make the most of your 2024
budgeting process.

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