Forrester’s 2025 Budget Planning Guides: Leaders Across Functions, Industries, And Geographies Intend To Spend More In 2025
Forrester's 2025 Budget Planning Guides reveal that leaders across functions, industries, and geographies plan to increase spending in 2025. 91% of global tech decision-makers and 87% of global marketing decision-makers anticipate budget increases. The guides recommend investing in cross-functional efforts for connected experiences, AI governance, and trust capabilities. Areas to decrease investment include purposeless journey-mapping and bespoke tech stacks. Experimental areas include platform teams and quantum security.
Key investment areas for 2025:
- Cross-functional efforts for connected experiences
- AI governance and trust frameworks
- Platform teams for innovation
- Quantum security solutions
The guides emphasize the importance of strategic investments that support overall firm growth and establish long-term trust with customers and partners.
Le Guide alla Pianificazione del Budget 2025 di Forrester rivelano che i leader di diverse funzioni, settori e aree geografiche pianificano di aumentare le spese nel 2025. Il 91% dei decisori tecnologici globali e l'87% dei decisori di marketing globali prevedono aumenti di budget. Le guide raccomandano di investire in iniziative trasversali per esperienze connesse, governance dell'IA e capacità di fiducia. Le aree in cui ridurre gli investimenti includono la mappatura dei percorsi senza scopo e le soluzioni tecnologiche su misura. Le aree sperimentali includono i team di piattaforma e la sicurezza quantistica.
Aree chiave di investimento per il 2025:
- Iniziative trasversali per esperienze connesse
- Governance dell'IA e strutture di fiducia
- Team di piattaforma per l'innovazione
- Soluzioni di sicurezza quantistica
Le guide sottolineano l'importanza di investimenti strategici che supportano la crescita complessiva dell'azienda e stabiliscono fiducia a lungo termine con clienti e partner.
Las Guías de Planificación del Presupuesto 2025 de Forrester revelan que los líderes de diversas funciones, industrias y geografías planean aumentar el gasto en 2025. El 91% de los tomadores de decisiones tecnológicas a nivel global y el 87% de los tomadores de decisiones en marketing a nivel global anticipan aumentos en el presupuesto. Las guías recomiendan invertir en esfuerzos multifuncionales para experiencias conectadas, gobernanza de IA y capacidades de confianza. Las áreas para disminuir la inversión incluyen la mapeo de recorridos sin propósito y las pilas tecnológicas a medida. Las áreas experimentales incluyen equipos de plataformas y seguridad cuántica.
Áreas clave de inversión para 2025:
- Esfuerzos multifuncionales para experiencias conectadas
- Gobernanza de IA y marcos de confianza
- Equipos de plataformas para innovación
- Soluciones de seguridad cuántica
Las guías enfatizan la importancia de inversiones estratégicas que apoyen el crecimiento general de la empresa y establezcan confianza a largo plazo con clientes y socios.
포레스터의 2025년 예산 계획 가이드는 다양한 기능, 산업 및 지역의 리더들이 2025년에 지출을 늘릴 계획임을 보여줍니다. 91%의 글로벌 기술 의사결정자와 87%의 글로벌 마케팅 의사결정자가 예산 증가를 예상합니다. 이 가이드는 연결된 경험을 위한跨기능적 노력, 인공지능 거버넌스 및 신뢰 능력에 투자할 것을 권장합니다. 투자 감소가 필요한 영역으로는 목적 없는 여정 매핑과 맞춤형 기술 스택이 있습니다. 실험 분야로는 플랫폼 팀과 양자 보안이 포함됩니다.
2025년 주요 투자 분야:
- 연결된 경험을 위한跨기능적 노력
- 인공지능 거버넌스 및 신뢰 프레임워크
- 혁신을 위한 플랫폼 팀
- 양자 보안 솔루션
이 가이드는 전반적인 기업 성장과 고객 및 파트너와의 장기적인 신뢰 구축을 지원하는 전략적 투자 중요성을 강조합니다.
Les Guides de Planification Budgétaire 2025 de Forrester révèlent que les dirigeants de différentes fonctions, industries et régions prévoient d'augmenter leurs dépenses en 2025. 91 % des décideurs technologiques mondiaux et 87 % des décideurs marketing mondiaux anticipent des augmentations de budget. Les guides recommandent d'investir dans des efforts interfonctionnels pour des expériences connectées, la gouvernance de l'IA et des capacités de confiance. Les domaines où réduire les investissements incluent la cartographie des parcours sans but et des infrastructures technologiques sur mesure. Les domaines expérimentaux comprennent les équipes de plateforme et la sécurité quantique.
Domaines clés d'investissement pour 2025 :
- Efforts interfonctionnels pour des expériences connectées
- Gouvernance de l'IA et cadres de confiance
- Équipes de plateforme pour l'innovation
- Solutions de sécurité quantique
Les guides soulignent l'importance d'investissements stratégiques qui soutiennent la croissance globale de l'entreprise et établissent une confiance durable avec les clients et les partenaires.
Die Budgetplanungsleitfäden 2025 von Forrester zeigen, dass Führungskräfte aus verschiedenen Funktionen, Branchen und geografischen Regionen planen, ihre Ausgaben im Jahr 2025 zu erhöhen. 91% der globalen Technologieentscheider und 87% der globalen Marketingentscheider erwarten Budgeterhöhungen. Die Leitfäden empfehlen, in funktionsübergreifende Initiativen für vernetzte Erfahrungen, KI-Governance und Vertrauenskapazitäten zu investieren. Bereiche, in denen die Investitionen verringert werden sollten, sind zwecklose Journey-Mappings und maßgeschneiderte Technologiestacks. Experimentelle Bereiche umfassen Plattformteams und Quanten-Sicherheitslösungen.
Wichtige Investitionsbereiche für 2025:
- Funktionsübergreifende Initiativen für vernetzte Erfahrungen
- KI-Governance und Vertrauensrahmen
- Plattformteams für Innovation
- Quanten-Sicherheitslösungen
Die Leitfäden betonen die Bedeutung strategischer Investitionen, die das Gesamtwachstum des Unternehmens unterstützen und langfristiges Vertrauen zu Kunden und Partnern aufbauen.
- 91% of global tech decision-makers plan budget increases for 2025
- 87% of global marketing decision-makers expect budget increases for 2025
- Organizations with strong alignment among marketing, digital, and CX teams report 1.6 times faster revenue growth
- Aligned organizations report 1.4 times better customer retention
- Pressure to optimize spending and drive efficiencies remains a focus for organizations
- High interest rates, tight labor markets, and uncertainty of US elections pose challenges
- CX leaders struggle to build momentum and drive action from journey-mapping efforts
- Bespoke tech stacks and isolated infrastructure require up-front investment to reduce technical debt
Insights
The Forrester 2025 Budget Planning Guides provide valuable insights into spending intentions across various business functions. 91% of global tech decision-makers and 87% of marketing decision-makers plan budget increases for 2025, indicating a bullish outlook despite economic challenges. This positive sentiment could drive growth in tech and marketing-related sectors.
Key investment areas include cross-functional efforts for connected experiences, which have shown to increase revenue growth and customer retention. There's also a focus on AI governance and trust frameworks, suggesting potential opportunities in AI ethics and security solutions. The guide recommends decreasing investments in purposeless journey-mapping and bespoke tech stacks, which could impact companies offering these services.
For investors, this data suggests potential growth in cross-functional software solutions, AI governance tools and platform team technologies. However, companies heavily invested in journey-mapping tools or custom tech stack development may face challenges.
The 2025 Budget Planning Guides highlight significant shifts in technology investment priorities. The push towards AI governance and trust capabilities is particularly noteworthy, as it signals a maturing AI market where ethical considerations and data protection are becoming paramount. This trend could boost demand for advanced encryption, data masking and differential privacy solutions.
The guide's emphasis on reducing bespoke tech stacks in favor of more integrated solutions suggests a potential consolidation in the enterprise software market. This could benefit larger, more versatile software providers while putting pressure on niche solution developers.
The recommendation to experiment with platform teams and quantum security indicates emerging opportunities in DevOps tools and post-quantum cryptography. Companies at the forefront of these technologies may see increased interest from forward-thinking enterprises looking to future-proof their operations and security.
Tech leaders are the most bullish when it comes to increased budget expectations in the coming year
Forrester’s Budget Planning Guides provide data-backed recommendations for technology and security, B2B and B2C marketing, customer experience (CX), digital strategy, and sales and revenue operations leaders to make sound planning and budgeting decisions for the coming year. The guides also include spending intention benchmarks and recommendations for areas to experiment, deepen investments, and divest budget allocations. Read on for key insights from Forrester’s 2025 Budget Planning Guides.
Areas to increase investment in 2025:
- Cross-functional efforts to deliver connected experiences. Organisations with strong alignment among their marketing, digital, and CX teams report 1.6 times faster revenue growth than their peers and 1.4 times better customer retention. To ensure alignment, leaders should invest in customer journeys where functional teams and business units have a strong interlock.
- Capabilities and frameworks for AI governance and trust. As AI deployments become ubiquitous, firms should invest in building policies and frameworks around data access, usage, sharing, storage, and retention to retain customer and employee trust. This also requires security and privacy investments in approaches like advanced encryption, data masking, differential privacy, and data clean rooms.
Areas to decrease investment in 2025:
- Journey-mapping without a purpose. CX leaders often struggle to build momentum and drive action from their mapping efforts. As a result, they should scale back journey-mapping initiatives that lack a clear objective, an executive champion, or customer insights.
- Bespoke tech stacks. Leaders should inventory and replace their bespoke applications and isolated infrastructure that only serves one or a few applications. Addressing this sprawl requires up-front investment to reduce technical debt and deliver high-performance IT.
Areas for experimentation in 2025:
- Platform teams that break down silos and innovate. Platform teams are cross-functional product-centric teams that build and maintain tooling, infrastructure, and services, enabling other IT and business teams to build, deploy, and manage their applications. Platform teams deliver value to stakeholders by improving alignment and eliminating bottlenecks.
- Quantum security. As cybercriminals amass sensitive data vulnerable to quantum attacks, leaders should follow post-quantum (PQ) cryptographic developments and experiment with PQ security solutions to insulate critical assets and future-proof their organisation against data breaches.
“Optimistic budget expectations will serve leaders well as they enter 2025, but they need to be super thoughtful about investing in areas that support their firms’ overall growth,” said Sharyn Leaver, chief research officer at Forrester. “While leaders should continue to experiment with more advanced AI capabilities in 2025, those shouldn’t be the only experiments they pursue. They should prioritise investments that benefit their entire firm and help establish long-term trust with customers and partners. Forrester’s Budget Planning Guides provide detailed guidance on where leaders should invest, pull back, and strategically experiment to succeed amid continual, rapid change.”
Resources:
- Explore the Budget Planning Guides hub.
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Read more about the key areas that technology, marketing, customer experience, and other leaders in
Europe should prioritize in 2025 to deliver customer value and business results. - Register to attend Forrester’s upcoming Budget Planning Guides 2025 webinars for B2B marketing leaders, CX leaders, and technology and security 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 center 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; and the shared wisdom of our clients. To learn more, visit Forrester.com.
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Hannah Segvich
hsegvich@forrester.com
Source: Forrester
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