Austin, Texas, USA, September 23, 2025
While Capability-Focused Criteria Topped the List of Criteria For Making a Software Purchase, Vendors Can and Should Compete on a Wide Range of Factors
The presence of generative AI technology and the breadth and depth of core features and functionality were the top two key purchase decision criteria named by software purchase decision makers in July 2025, according to Futurum Research’s 1H Enterprise Software & Digital Workflows Decision Maker Survey. Generative AI capabilities were named as a key purchase criteria by 40.6% of respondents, while the breadth and depth of features/functionality were cited by 39.6% of respondents.
Figure 1: Top Criteria for Future Application Purchase
Keith Kirkpatrick, Research Director at Futurum, said, “Organizations are actively seeking software applications and platforms that can support their digital transformation efforts, while simultaneously driving benefits to the business, which include increased efficiency, productivity, accuracy, and time-to-value. Generative AI and a robust feature set, which can include smart automation capabilities, the ability to harness and use data from across the business, and the capability to easily interact and leverage data from other applications and systems within the flow of work, are top of mind for enterprise buyers and users.”
That said, enterprise buyers consider a wide range of other top criteria when evaluating software, from pricing models used (39.6%) to flexibility/customization (38.5%) to the presence of agentic AI capabilities (37.8%), so vendors will need to ensure their offerings check many boxes.
“Enterprise software is increasingly being viewed as the central catalyst for improving efficiency and productivity for human workers, while also serving as a control center for digital labor, including AI agents,” Kirkpatrick said. “Vendors must ensure that their offerings are reliable, powerful, and flexible enough to adapt to the rapidly changing demands of buyers and workers to remain on the shortlists of enterprise buyers.”
Subscribers can read more in the “1H 2025 Enterprise Software & Digital Workflows Decision Maker Survey Report” on the Futurum Intelligence Platform. Non-subscribers can click here for inquiry and access.
About Futurum Intelligence for Market Leaders
Futurum Intelligence’s Enterprise Software & Digital Workflows IQ service provides actionable insight from analysts, reports, and interactive visualization datasets, helping leaders drive their organizations through transformation and business growth. Subscribers can log into the platform at https://app.futurumgroup.com/, and non-subscribers can find additional information at Futurum Intelligence.
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Author Information
Keith Kirkpatrick is VP & Research Director, Enterprise Software & Digital Workflows for The Futurum Group. Keith has over 25 years of experience in research, marketing, and consulting-based fields.
He has authored in-depth reports and market forecast studies covering artificial intelligence, biometrics, data analytics, robotics, high performance computing, and quantum computing, with a specific focus on the use of these technologies within large enterprise organizations and SMBs. He has also established strong working relationships with the international technology vendor community and is a frequent speaker at industry conferences and events.
In his career as a financial and technology journalist he has written for national and trade publications, including BusinessWeek, CNBC.com, Investment Dealers’ Digest, The Red Herring, The Communications of the ACM, and Mobile Computing & Communications, among others.
He is a member of the Association of Independent Information Professionals (AIIP).
Keith holds dual Bachelor of Arts degrees in Magazine Journalism and Sociology from Syracuse University.
