Max Votek, co-founder and managing partner at Customertimes.
For years, SaaS was the great equalizer. It gave companies access to world-class capabilities without having to build them. CRM, ERP, commerce, analytics—everything became available on demand, neatly packaged and endlessly scalable.
That model hasn’t disappeared. In fact, global software spending continues to grow, projected to reach roughly $1.43 trillion in 2026. Platforms like Shopify still power millions of businesses globally, proving that SaaS remains foundational to modern operations.
But something quieter and more structural has changed. SaaS is no longer where competitive advantage lives.
Everyone Has The Same Tools, To No Advantage
