Static Martech Disrupted: Netcore Links Pricing to Performance, Pioneering Risk-Sharing Model

Mumbai/New York – November 6, 2025 – Netcore Cloud, a global leader in Agentic Marketing, is challenging the foundations of the $140 billion Martech industry with a radical new pricing model. The company announced today it will link the cost of its Agentic Marketing Platform directly to measurable business results – a move that shifts risk from the customer to the vendor and promises a new era of accountability.

For years, marketers have lamented the high cost and limited ROI of Martech solutions. The industry is notorious for complex implementations, data silos, and a deluge of tools that often go underutilized. A recent industry survey suggests over 80% of Martech investments fail to deliver on projected value. Netcore’s gamble – tying pricing to metrics like engagement uplift, conversions, or revenue acceleration – aims to address this systemic problem.

“The status quo isn't working,” says a marketing executive at a Fortune 500 retailer, who requested anonymity. “We’re paying for features we don’t use, and the promised impact of AI is rarely realized. This model forces vendors to prove their value, and that’s a welcome change.”

The ‘95% Failure Rate’ and the Rise of ‘POC Fatigue’

Netcore frames its announcement as a direct response to the widespread failure of AI-powered Martech initiatives. The company cites an internal survey revealing that 95% of Agentic AI projects fail to deliver on their intended outcomes. This “POC fatigue” – the exhaustion stemming from endless proof-of-concept projects that never scale – is a growing pain point for marketing teams.

“Too many organizations are stuck in a cycle of experimentation without realizing tangible benefits,” explains Rajesh Jain, Founder & MD of Netcore Cloud. “We’re saying, ‘pay for what works.’ This aligns incentives and forces us to deliver measurable results.”

Industry analysts corroborate this assessment. “The hype around AI has outpaced the ability of most organizations to effectively implement it,” says a senior research analyst at a leading technology consulting firm. “Data quality issues, lack of skilled personnel, and integration challenges are common roadblocks. A performance-based model incentivizes vendors to address these issues proactively.”

Shifting the Risk – and Raising the Stakes

Netcore’s approach is a significant departure from the traditional subscription-based pricing common in the Martech landscape. Under the new model, brands work with Netcore to establish key performance indicators (KPIs) and benchmarks. Pricing is then linked to the achievement of those targets. This shifts the risk from the customer to the vendor, as Netcore only gets paid if it delivers results.

“It’s a bold move,” says a technology strategist at a marketing agency. “It requires a high degree of trust and transparency. Vendors need to have a deep understanding of their clients’ businesses and the ability to accurately measure the impact of their solutions.”

However, the model isn't without its challenges. Accurately attributing revenue to specific Martech initiatives can be complex, particularly in multi-channel marketing environments. Establishing fair and objective KPIs is also crucial. Experts caution that a poorly designed KPI framework could lead to disputes and erode trust.

Industry Response and Competitive Implications

While most competitors have yet to publicly respond to Netcore’s announcement, industry observers believe this move could trigger a wider shift in Martech pricing. Several companies are already exploring outcome-based pricing models, though they typically limit these to specific modules or services.

“This is a wake-up call for the industry,” says a senior executive at a competing Martech vendor. “Marketers are demanding greater accountability, and vendors need to demonstrate the value of their solutions. We’re actively evaluating our pricing strategy to ensure we’re aligned with these changing expectations.”

Experts anticipate that smaller Martech vendors with limited resources may struggle to adapt to this new model. Larger companies with established client relationships and robust data analytics capabilities are better positioned to embrace outcome-based pricing.

Beyond Pricing: The Importance of Process Maturity

Netcore’s commitment to process maturity – demonstrated by its CMMI Level 3 appraisal – is seen as a key enabler of this new pricing model. Having well-defined and managed software development processes is crucial for delivering consistent results and meeting client expectations.

“This isn’t just about pricing,” says a technology consultant specializing in Martech implementations. “It’s about having the right processes in place to ensure consistent delivery and accountability. Without that, any pricing model is doomed to fail.”

Looking Ahead: A Paradigm Shift in Martech?

Netcore’s announcement represents a significant challenge to the status quo in the Martech industry. While the long-term impact remains to be seen, this move could mark a paradigm shift towards greater accountability, transparency, and customer-centricity. Whether other vendors will follow suit – and whether marketers will embrace this new model – will ultimately determine the future of Martech pricing. The pressure is now on to prove the value of AI and finally deliver on its long-promised potential.