Overview of 2025 Revenue Report

The 2025 State of Recurring Revenue and Monetization Report reveals critical insights about the expectations and realities facing businesses in their pursuit of growth. A staggering 96% of business leaders anticipate revenue growth in 2025, yet half of them may fall short of their targets. This disconnect stems not from external market factors or AI investments but from a misalignment between growth strategies and monetization tactics.

Key Findings from the Research

The research surveyed 473 global executives, shedding light on how companies are approaching growth. While two-thirds of these executives expect growth to exceed 20%, many are unprepared for the challenges ahead. The report highlights that those organizations aligning their monetization strategies with growth objectives are far more likely to meet their revenue goals.

AI as a Major Growth Driver

Artificial intelligence is emerging as a pivotal technology in corporate growth strategies. According to the report, 77% of companies now prioritize AI as their leading technology investment, reflecting a 67% increase from

2024. Companies that have embraced AI show significantly higher confidence in their revenue prospects—96% of AI adopters foresee revenue increases, compared to only 69% of non-adopters. This stark contrast indicates that AI is not just a trend; it is a fundamental element in driving revenue growth.

The Monetization Strategy Divide

The research uncovers a distinct divide in monetization strategies among companies. Organizations that incorporate AI into their products tend to evolve their pricing models, with 80% of these companies adapting their pricing strategies. In contrast, 83% of companies that have not adopted AI report no pricing changes in the last year. This lack of adaptability correlates with lower growth expectations; while 96% of AI adopters foresee growth, only 69% of their non-AI counterparts share this optimism.

Execution Challenges in Pricing Strategies

Despite the high percentage of companies raising prices in 2024, many failed to connect these increases with perceived customer value. This disconnect reveals a critical execution gap that often leads to a discrepancy between confidence and actual revenue achievement. Notably, 83% of companies test pricing changes prior to implementation, but those who act swiftly—within one month—are significantly more successful at realizing their pricing strategies compared to those with longer cycles.

Importance Cross

Importance of Cross-Functional Collaboration. Pricing decisions involve multiple departments, with executive teams leading 29% of the time, followed by Finance, Sales, and Revenue Operations. This highlights the need for cross-functional collaboration in modern monetization efforts. Companies that can coordinate effectively across departments are better positioned to adapt their pricing strategies and meet growth targets.

Assessing Growth Confidence

The report outlines three critical alignment points that separate successful companies from those at risk of missing their growth targets:

1. Value-Price Alignment: Companies where at least 80% of customers understand the value-price relationship are twice as likely to meet revenue goals. 2. Innovation-Monetization Synchronization: Firms that can link pricing changes to their top three product innovations are less likely to be in the confidence gap. 3. Execution Speed Capability: High-performing companies implement pricing changes within 30 days to one quarter, emphasizing the need for agility.

Conclusion and Next Steps

The 2025 State of Recurring Revenue and Monetization Report provides a comprehensive look at the evolving landscape of revenue growth strategies. The full report includes actionable insights and examples of companies successfully navigating these changes. As we continue to explore these findings in the coming weeks, businesses are encouraged to assess their current strategies and align them with the insights provided to maximize their growth potential. To dive deeper into the data and findings from 473 companies, download the complete 2025 State of Recurring Revenue and Monetization Report.