If companies clearly understand the options allowed by the technology and the needs (internal or external), any expense for IT improvement will be seen as a pure investment.
The fact is that often people within the company have not accepted the change or the manager is unable to set goals. So they start a poorly defined process, they spend a lot of money to get few results.
Spending hundreds of thousands of euros to land on e-commerce when you are still selling the wrong way does not make sense. It’s like selling SMS at the time of whatsapp.
To become competitive, companies should understand where they are on Digital Transformation and plan a long-term path. This is not easy, which is why they have to rely on the right consultant.