SaaS Vendors Shift Focus From Feature Wars to Operational Moats

By Gareth Chilton · MarTech · 2026-07-16

MarTech reports that the era of competing on software functionality alone has ended as generative AI makes standard features easier for any developer to replicate. Enterprise buyers are now looking past polished interfaces to see if a platform can actually solve complex operation

MarTech reports that the era of competing on software functionality alone has ended as generative AI makes standard features easier for any developer to replicate. Enterprise buyers are now looking past polished interfaces to see if a platform can actually solve complex operation