Просмотр новости
Найдите то, что Вас интересует
Спутники
РН
SpaceX
Роскосмос
NASA
СпутникиРНSpaceXРоскосмосNASASynopsisThis IDC Perspective examines how agentic AI coworkers are displacing seats, sessions, and feature adoption as measures of marketing software value. It introduces a five-metric framework for Coworker Performance, Intent-to-Outcome Rate, Time to Outcome, Human Touches per Outcome, Outcome Quality, and Cost per Completed Outcome, paired with SaaS Activation per Outcome to track underlying application usage. The document surveys how Adobe, Salesforce, HubSpot, Klaviyo, Braze, and ActiveCampaign are pricing agentic AI differently, and sets out the definitions, trust, and margin questions vendors must answer to make outcome-based pricing durable."Every vendor claims their agent produces outcomes, but almost none can tell a customer what an outcome is, who verifies it, or what happens when the two sides disagree," says Gerry Murray, research director, Enterprise Marketing Apps and Agents, IDC. "The vendors who win the next pricing cycle will be the ones who can prove completed work, not just consumed tokens, and who can hold their margin when outcome volume swings."
Synopsis
This IDC Perspective examines how agentic AI coworkers are displacing seats, sessions, and feature adoption as measures of marketing software value. It introduces a five-metric framework for Coworker Performance, Intent-to-Outcome Rate, Time to Outcome, Human Touches per Outcome, Outcome Quality, and Cost per Completed Outcome, paired with SaaS Activation per Outcome to track underlying application usage. The document surveys how Adobe, Salesforce, HubSpot, Klaviyo, Braze, and ActiveCampaign are pricing agentic AI differently, and sets out the definitions, trust, and margin questions vendors must answer to make outcome-based pricing durable.
"Every vendor claims their agent produces outcomes, but almost none can tell a customer what an outcome is, who verifies it, or what happens when the two sides disagree," says Gerry Murray, research director, Enterprise Marketing Apps and Agents, IDC. "The vendors who win the next pricing cycle will be the ones who can prove completed work, not just consumed tokens, and who can hold their margin when outcome volume swings."
Coverage