TikTok faces potential shutdown
The Supreme Court upheld a ruling that TikTok could be banned in the United States, though enforcement remains uncertain. The hosts noted this represents the first direct government intervention in social media, drawing parallels to the Microsoft antitrust case in the 1990s. With 170 million US users, the outcome will be significant. The Biden administration indicated they would not enforce the ban, and the Trump administration has waffled, creating uncertainty about what happens next.
Budget history in B2B
Looking back five years, lack of money was consistently the number one challenge for B2B ecommerce leaders. Research from 2019 showed budget constraints topped the list for both manufacturers and distributors. Fast forward to early 2024, and nearly 90% of practitioners said they were getting sufficient financial resources. But ROI pressure intensified: almost 70% said the time frame to show return on investment had sped up compared to three years prior.
You cannot just decide as a CFO that when we bought a new platform we need to get an ROI within six months. That is not how platforms work. These are five to ten year time horizons.
Andy Hoar, Master B2B
2025 budget sentiment softens
A LinkedIn poll asked B2B manufacturers, brands, and distributors what is happening to their budget for digital investments in 2025. Results showed 50% increasing, 28% staying the same, and 22% decreasing. While still majority positive, this represents softer sentiment than 2024 surveys. The hosts attributed this to economic uncertainty and pandemic hangover, where CFOs wrote large checks during COVID and now want to see returns.
The analytics and ROI connection
Roundtable research found analytics and reporting ranked as the top priority for 2025, followed by ROI demonstration. These are connected: companies that cannot measure what they are doing will not get investment dollars. The measurement comes from having access to data, which is another challenge. The hosts described two groups not communicating: digital leaders with cross-channel analytics showing impact, and CFOs looking at traditional metrics like inventory turns.
Common mistakes limit future budgets
The hosts identified patterns that undermine budget requests. Companies invest in tools like PIM systems that do not get implemented. They hire people who are not qualified for digital roles. They lack clear digital strategy. These failures create skepticism among CFOs. One practitioner the hosts know struggled despite telling the right story because the CFO was not hearing what they were saying. Eventually that person left for a company where leadership understood digital.
Priorities should drive budget, but all too often the budget drives the priorities. That is where the tail wags the dog and things get out of whack.
Andy Hoar, Master B2B
Economic outlook remains uncertain
Goldman Sachs projects 2.5% US GDP growth for 2025 with recession fears diminishing and inflation trending toward 2%. However, the hosts noted Goldman changed their forecast significantly within months. Digital has changed everything, and the metrics that indicated economic direction may now be lagging indicators. Regional economies also vary, with some areas booming while others struggle. This makes forecasting difficult at both macro and company levels.
Making the existential case
The hosts recommended digital leaders frame investment as existential. Instead of arguing specific ROI percentages, show what happens if the company fails to invest: lost customers to Amazon and competitors, declining market share, and eventual obsolescence. Understand the CFO’s perspective and speak in terms they understand. The most successful digital leaders are as much salespeople and collaborators as executors. At some point, leaders in unsupportive environments should find companies where the C-suite understands digital reality.