How do leading software execs unlock better recurring revenue growth in 2025?

Published on September 2, 2025

Software & technology vendors are optimistic about growth, yet many struggle to turn innovation into revenue. Based on client insights and our recent 2025 Software Study, our experts outline the ten most urgent monetization and go-to-market challenges software leaders face today, and how the most successful firms are overcoming them.

1. AI is a strategic priority, but monetization lags

Nearly all software companies are racing to embed AI in their products. 76% have launched new AI capabilities. Yet, for most, the financial upside has been underwhelming. Fewer than one in five report more than 10% revenue impact from those features.

The issue isn’t the technology. It’s the commercial model. Many vendors bundle AI in standard plans without understanding customer willingness to pay, while others…

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