AI now sits at the heart of the growth agenda for most software firms. It represents a huge opportunity to create value and, for many businesses, a threat they must defend against.
Incumbent players are investing heavily into AI roadmaps to drive near-term value, reshape growth trajectories and defend market share from AI-native new entrants. For software companies, every function is being transformed. From a value-creation standpoint, companies are struggling to separate hype from optimal commercial decision-making.
AI is unquestionably reshaping the market, but it should not upend sound value-creation principles. Teneo’s point of view is straightforward: the same disciplines that guided smart decisions before – customer value, competitive positioning and margin discipline – should guide smart decisions now. Companies that depart from this thinking due to a belief that “AI changes everything” are unlikely to be successful.
To help navigate this shift, we’re launching a new content series exploring how AI is reshaping the software landscape – from product development to go-to-market execution, services and customer success. Throughout this series, we aim to share insights that help software companies reimagine their growth strategies, build resilient operating models and stay ahead of AI-native challenges. Our perspectives, coupled with insights gleaned from our recent survey of over 300 software vendors across a range of sizes, aim to help vendors cut through the noise and support disciplined decision-making across four main areas:
Product Strategy
Defining AI capabilities that reliably deliver value and build defensible data-led moats.
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Pricing Strategy and Monetization
Crafting pricing and packaging strategies that capture AI’s value whilst keeping things simple.
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Go-to-Market Strategy
Equipping sales and marketing to win in an AI-driven buying landscape.
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Services and Customer Success
Mobilizing professional services and success into outcome-focused growth engines.
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If your organization is considering how to evolve in the face of rapid AI development, reach out to Teneo. Our experience supporting software and tech leaders in navigating these challenges can help your business to succeed.
The views and opinions in these articles are solely of the authors and do not necessarily reflect those of Teneo. They are offered to stimulate thought and discussion and not as legal, financial, accounting, tax or other professional advice or counsel.