Setting Your Annual Budget Amid Economic Uncertainty
Budgeting-as-usual isn’t up to coping with this moment. Performative austerity — a nip here, a tuck there, and hope for the best — won’t be enough. Currently, the demand for leadership requires more decisive actions, moving away from traditional models. Experts worldwide have proposed four steps for this year’s budgeting process:
- Tune up your financial warning system
- Maximize cash generation
- Lay out potential downside scenarios (for yourself and competitors)
- Don’t make the mistake of extrapolating from last year.
Many economic indicators are flashing red. Four out of five turnaround and restructuring experts tell us that they foresee a recession in their region; three out of four expect major changes in industry structure. Companies are entering the planning and budget season at a time of high uncertainty — the “will it or won’t it” period that could precede a big downturn.
Budgeting-as-usual isn’t up to coping with this moment. Performative austerity — a nip here, a tuck there, and hope for the best — won’t be enough. The guidance it produces might even be dangerous. What’s needed now is action.
Our firm’s long and deep experience helping companies in trouble has shown us the consequences of waiting. It has taught us four critical lessons that could have kept many of those companies safe and that should be applied, now, by every company — because this year even seemingly solid companies are sailing a treacherous sea amid a fog of uncertainty.
Tune up your financial warning system.
Most companies see danger too late. One reason: Business-unit budgets generally track revenues and costs — items on the income statement — but not cash-flow or balance-sheet items. The three get tied together at the highest level of the company, but P&L owners should see them, too. They’re likely to be the first to spot slowing orders, growing inventory, or delayed collections, but they effectively ignore the cost of capital and rarely look to the balance sheet as a source of funds or savings. As a result, they often miss the broad significance of what they see.
Redesign your planning and your monthly and quarterly reviews so anyone running a business unit sees all three views of your business: the P&L, the balance sheet, and cash flow. Understand where your revenues are most vulnerable and what a sudden drop in demand would do. What costs are at risk? What assets will be impacted? What signs will warn you?
Maximize cash generation.
When times are tough (or even just weird), cash is king. That’s doubly true as interest rates rise. Therefore, build working-capital-management initiatives into your plans. Projects to improve cash generation include things like changing how you manage payables and receivables, reducing inventory, and speeding distribution. Get specific about how much will be saved by when and by whom, then actively monitor progress and the attendant cash generation.
Add to your cash by drawing down lines of credit. In addition, examine what’s on your balance sheet. Are you better off owning trucks or renting them? How many of your IT assets have not yet migrated to the cloud? By outsourcing assets or processes, you can turn fixed costs into variable ones, which allows you to dial your need for cash up or down.
Lay out potential scenarios.
What would a mild, moderate, and severe downturn do to your business as a whole and to each part? Get specific. Where are you most vulnerable to inflation? A drop in demand? A supply-chain snarl? What actions would you take in each case? Who should take them?
Build out three scenarios and three responses — levers you can pull at a moment’s notice. First is the easy-to-pull lever: actions that conserve cash with no long-term damage, such as hiring and travel freezes, reductions in discretionary spending, cuts in some kinds of marketing spend.
The second lever — to pull if a downturn is fairly deep or long — is more painful. These are steps like delaying new product launches or cutting capital spending except for maintenance.
Finally, prepare a crisis playbook: the actions to take if the business suddenly finds itself in deep trouble, such as layoffs, reorganization, or selling assets or a business. As best you can, do the same for competitors. Where would a downturn hit them hardest? What might they do?
Prepare these scenarios now, when you don’t need them. That way, if business goes south the question becomes when to act, not what to do. You should also pre-set indicators of when each lever should be pulled; this will make it harder to ignore warnings. Then use monthly and quarterly reviews not just to track performance to plan, but to revalidate the premises you built the plan on. In a fast-moving environment, what was true six months ago might no longer be true. That doesn’t mean you were wrong; it means things changed.
Don’t extrapolate from last year.
You need an active view of costs and revenues. Take a zero-based budget mentality to understand how the business drives value and where it does not. Most companies take this approach only occasionally, to clean out the debris that accumulates in ordinary spending. But it is a powerful capability that can reveal opportunities for structural change and workload reduction.
Add similar rigor to revenue forecasts. Most budgets look more keenly at costs than at revenues. (That’s why CFOs routinely discount sales-team forecasts, variability they would never tolerate on the expense side.) To fix that, focus first on key customers, with whom you should be having candid, regular conversations. As you should do on the expense side, identify how, when, and by whom every change in revenue will be produced — proof (as best you can establish it) of the numbers in the plan. Track those projections in monthly and quarterly reviews. You can add still more value to revenue planning by analyzing customer profitability. Often 20% of customers are actually losing you money. A healthy company should regularly examine and prune its customer list.
Acting — now — on these four measures will prepare you for tough times. They will also, if you institutionalize them, elevate your planning and budgeting process to a much higher level than most companies achieve. They will provide a budget that’s designed for action, not just control.
If a recession doesn’t hit, you will have created a stronger, bolder business and build up a financial cushion that’s ready to become a war chest.
Source: https://hbr.org/2022/09/setting-your-annual-budget-amid-economic-uncertainty
Metta Marketing
Leading Brand Strategy Consultant
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