Spend it to save it
Having spent many hours talking to various customers I noticed an alarming trend, perhaps caused by the prolonged downturn in the industry. I would call this trend as “not seeing the value behind the cost”.
Other service or equipment providers will probably share my concerns about similar behaviour of their clients. Cutting budgets and slashing costs were the necessary measures for many companies to survive, however while chasing this so hard some companies simply forgot that sometimes they need to spend money in order to save more money.
It is folly to think you can save your way out of a financial downturn; rather, learn from the past, search for the new ideas to change your model and invest your way out.