The state of B2B monetization in 2025

Based on a survey of 240 software and AI companies, this article reveals that hybrid pricing models (combining subscriptions and usage) are replacing traditional seat-based and flat-rate pricing, particularly as AI capabilities become core product offerings. While outcome-based pricing is seen as the future, only 5% of companies currently employ it due to challenges in proving consistency, attribution, measurability, and predictability (CAMP framework). The article also shows that pricing ownership often falls through the cracks at $5-20M ARR, and that most companies with high ACV avoid public pricing despite initial industry predictions.