{"id":11409,"date":"2023-12-19T08:21:07","date_gmt":"2023-12-19T07:21:07","guid":{"rendered":"https:\/\/www.thron.com\/?p=11409"},"modified":"2023-12-21T12:31:16","modified_gmt":"2023-12-21T11:31:16","slug":"guide-budget-2024","status":"publish","type":"post","link":"https:\/\/www.thron.com\/en\/blog\/insights\/guide-budget-2024\/","title":{"rendered":"[Guide] Budget: do you really need DAM and PIM?"},"content":{"rendered":"\n

As usual, the end of one year drags with it the definition of the budget for the following year. Hot days for the technology stack, between divestments and reappointments.<\/p>\n\n\n\n

Eyes on new adoptions in particular. How to understand (or explain) whether new software needs to be introduced into the corporate digital ecosystem?<\/p>\n\n\n\n

The two certainties of 2023: uncertainty and digital<\/h2>\n\n\n\n

The year 2023 is drawing to a close.<\/p>\n\n\n\n

Twelve months characterised by undeniable uncertainties flanked by a solid security: digital<\/strong>.<\/p>\n\n\n\n

From May to November 2023, especially thanks to AI<\/strong>, the number of marketing tools (Martech) grew by 18.5 per cent to over 13,0001<\/sup>. In parallel, the size of the IT stack of companies also increased.<\/p>\n\n\n\n

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Martech for 2024, <\/em>ChiefMartec, 2023.<\/p>\n\n\n\n

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What we can expect from 2024?<\/h2>\n\n\n\n

It is unlikely that these trends will come to an abrupt halt next year.<\/p>\n\n\n\n

The health of organisations is linked to the efficiency of their processes and the speed with which they reach the market. IT solutions<\/strong> – especially SaaS solutions – play a key role<\/strong> in this respect.<\/p>\n\n\n\n

However, the unpredictability of the scenarios in which companies operate, added to the numerous IT adoptions of the past, are encouraging greater prudence<\/strong> in the budget<\/strong> management reserved for the technology segment.<\/p>\n\n\n\n

This is why it is reasonable to expect 2024 to be marked by two forces: the expansive force of innovation<\/strong> and the restraining force resulting from the need for rationalisation<\/strong>.<\/p>\n\n\n\n

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Martech for 2024<\/em>, ChiefMartec, 2023.<\/p>\n\n\n\n

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Between expressed and latent need<\/h2>\n\n\n\n

It is true that innovating remains a priority and that to do so, technology is essential.<\/p>\n\n\n\n

As Claudio Tonti of Websolute explained during our round table with customers and partners<\/a>, there are very few companies with an expressed technological need<\/strong>.<\/p>\n\n\n\n

The reasons? Many. The complexity<\/strong> of the IT market, the pressures of budget<\/strong> restraint, but also the low level of awareness<\/strong> of the areas that are actually critical to the organisation’s efficiency.<\/p>\n\n\n\n

For all these reasons – and many others – the needs for digital governance<\/strong> of information assets are largely latent<\/strong>.<\/p>\n\n\n\n

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