In the year ahead, your relationship with your software vendors may change radically, perhaps even a greater shift than the switch from disks to Software as a Service. You may start paying only for the actual results the software delivers, versus simply paying a monthly charge that you pay even if the application sits on a shelf.Also: 6 essential rules for unleashing AI on your software development process - and the No. 1 risk
Marketing leaders are facing a new reality: the costs of running multichannel campaigns are rising at an unprecedented rate. Expenses tied to technology, labor and media are ballooning, fueled by the sheer volume of campaigns and the shift to consumption-based pricing models for marketing technology. CMOs and marketing leaders with the highest marketing technology spend were nearly 2x as likely to report significant over or under buying of consumption based technologies, per Gartner's 2025 CMO Spend survey.