The reward for software companies that get this product innovation right is a massive expansion in total addressable market (TAM). But to succeed, companies need to do more than just deliver product innovation; they must reimagine their relationships with customers, becoming more of a partner focused on service quality rather than a vendor. How EY can help TMT Strategy Consulting EY-Parthenon TMT Strategy Consulting teams can help identify growth and digital infrastructure opportunities. Learn more. Read more Successful transformation in this new era comes with myriad challenges for software companies — evolving pricing and revenue models; rewiring parts of the operating model; and updating sales motions, routes to market, sales incentives and customer success. Just as important, software firms must reconsider their financial planning and how they guide and report to investors; enhance their data, IT and billing infrastructure; re-skill the talent pool; evaluate tax consequences; and even pursue mergers and acquisitions to quickly add capabilities.