The Enterprise Software Buyer Outlook

Report by Tyler Fein, VP of Research and Thomas Teravainen, Senior Analyst.

See how Adobe, Salesforce, ServiceNow, Workday, Figma and 17 other vendors are performing across buyer spend, evaluations, conversion, churn, competitive outcomes, and AI adoption.

Qualitate turns thousands of direct conversations with technology buyers into measurable signals.

Download the full report covering:

Adobe · ADP · Appian · Asana · Atlassian · Box · DocuSign · Figma · Freshworks · HubSpot · Intuit · monday.com · NICE · OpenText · RingCentral · Salesforce · ServiceNow · Shopify · UiPath · Workday · Zoom · ZoomInfo

Download the full report to get charts & direct buyer quotes across enterprise SaaS vendors.

Six signals from the data

25% of Figma customers cited AI as a reason for increasing spend, up study/study

That compares with no mentions of AI as an upsell driver in 2H ‘25. AI-powered design-to-code is also helping Figma expand beyond designers into developer and other team seats.

0 planned Workday replacements across ~160 customers over the last 12 months of data collection

Buyers consistently point to Workday’s system-of-record status, integration breadth and high switching costs as reasons it remains deeply embedded.

79% of organizations using Zoom also use Microsoft

That is up from 65% in the prior study. Microsoft also continues to be prioritized over Zoom more frequently than the reverse in head-to-head buying decisions.

54% of Intuit discussions show misalignment with buyer purchasing criteria

Cost complaints worsened in 1H ‘26, while AI and automation increasingly surfaced as areas where buyers see a gap.

~69% ServiceNow conversion rate in 1H ’26

Conversion has fallen to roughly the industry average of 67%. Buyers deciding against ServiceNow most often cite complexity, with Microsoft and AI-native alternatives also benefiting from losses.

#1 Atlassian usage share in Product & Project Management

Atlassian leads the combined markets, with buyers repeatedly pointing to Jira’s strength among engineering teams and consolidation onto the broader platform.

Frequently asked questions

What is the Enterprise Software Buyer Outlook?

The Enterprise Software Buyer Outlook is Qualitate’s 1H ‘26 analysis of buying behavior across 22 major enterprise software vendors, based on ~2,000 discussions benchmarked against 8,000 prior. It combines quantitative signals such as spend intentions, evaluations, conversion, churn and feature alignment with the underlying buyer conversations.

Which enterprise software companies are included?

The report covers Adobe, ADP, Appian, Asana, Atlassian, Box, DocuSign, Figma, Freshworks, HubSpot, Intuit, monday.com, NICE, OpenText, RingCentral, Salesforce, ServiceNow, Shopify, UiPath, Workday, Zoom, and ZoomInfo.

How is AI affecting enterprise software spending in 2026?

The impact varies by vendor. For some companies, AI capabilities are driving additional modules, consumption and seats. For others, AI-native vendors and internally built applications are creating new sources of competitive pressure and displacement. In the next month, we’ll release a full report that goes deeper on which vendors appear to be the biggest winners and losers as AI reshapes enterprise software spend.

What does the report measure?

Depending on the vendor, the analysis includes forward spend intentions, evaluation activity, conversion, churn, usage share, feature alignment, competitive outcomes, and AI-driven changes in purchasing behavior. While the report features select metrics that the Qualitate team of analysts found most interesting/topical, the Qualitate self-serve platform contains the entire suite for all vendors and how they’ve changed over time.

Where can I see the complete analysis?

The full report includes one profile for each of the 22 vendors, with the underlying charts, quantitative signals, buyer commentary and Qualitate analysis. Qualitate customers have access to the full vendor breakdowns (150+ slides) and underlying data and transcript. Connect with us to learn more.