Let's face it, the price of software is steadily increasing.

Part of that increase is from the additional interest rates that software vendors must pay to fund product development - but part of those increases are also from debt occurred from acquisitions like the Adobe - Marketo transaction in 2018 for $4.75 billion USD.

How do vendors like Adobe make up for those costs? There are 3 tactics:

1. Requiring you to buy more of their software
2. Increasing rates on the software you already use
3. Restricting product development to improve only features that support cross-promotions with other products

If you've also seen a steady increase in these tactics over the past 3 years, maybe it's a good idea to not share all of the information on your use of the product. With Enterprise-level marquis vendors like Adobe, their go-to-market sales motion means negotiating every subscription contract individually. You don't know the price that you'll pay until you finish negotiating with your Account Executive first.

When you start the process of buying your house or your car, you don't start the conversation with the seller by saying "I love this place!" That's just inviting them to charge you their highest price.

So why would you give Adobe the data about how often and which features you're using in your Marketo instance? in this edition of Marketo Minutes we'll show you how to opt-out of providing this data so that you can enter the renewal negotiations on a level playing field.