Market Overview

PROS Global Survey of B2B Leaders Finds Opportunities to Capitalize on Digital Economy with Personalized Customer Experiences

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With eCommerce sales expected by PROS survey respondents to triple in
the next five years, providing a coordinated experience across channels
is a top priority for organizations

PROS®
(NYSE:PRO), a provider of AI-powered solutions that optimize selling in
the digital economy, today announced the findings of its global survey
into digital buying and selling trends. "The Future is Now: Technologies
Shaping Commerce" examines how digitalization is changing the buying
experience and sellers' perceptions of technologies that are enabling
it. The global study, conducted by Hanover Research on behalf of PROS,
examines the expectations and digital initiatives of more than 700
companies. The respondents work for B2B businesses that sell to buyers
across a variety of industries, including discrete manufacturing,
process manufacturing, wholesale distributors and services.

"The digital economy has created a changing marketplace that's put more
power into buyers' hands," said PROS Chief Marketing Officer Celia
Fleischaker
. "Customers now have greater expectations of their
vendors, including transparency and frictionless buying experiences.

"As part of the digital transformation initiatives that 58 percent of
responding organizations have already started, eCommerce and artificial
intelligence (AI) are driving significant changes in how organizations
operate," Fleischaker noted. "Although the majority see these
technologies as advantageous, mastering personalized customer
experiences and offering real-time dynamic pricing across channels will
be key to unlock their revenue-generating potential."

Rethinking Technology Initiatives
Businesses are in the
process of transforming to meet the requirements of the new digital
economy. With 41 percent of responding companies planning future digital
transformation projects in addition to the majority of respondents that
have projects in progress, transformation will be underway within the
next few years for almost all responding businesses – leaving less than
one percent of respondents without any planned initiatives.

Participating organizations recognized the importance of digital
transformation, as at least seven-in-ten respondents think that each
element of digital strategy is either very or extremely important.
Two-thirds to three-quarters of these companies believe their
organization is above average or excellent in their use of technology.
However, the majority of respondents have not yet implemented all of the
technologies they feel are necessary, indicating that those
organizations may not be as far along in their transformation journey as
they believe.

Charting a New Path Forward with eCommerce
eCommerce is an
increasingly important channel for businesses, as it serves customer
needs by providing a self-service buying experience, while also enabling
organizations to more easily scale. According to the study, there is
almost universal agreement among participants that eCommerce provides a
competitive advantage, as 72 percent of respondents perceive it as
advantageous. In fact, 62 percent of responding businesses believe more
than half of their sales will come from eCommerce within the next five
years, tripling the 20 percent achieved at present by respondents.

Although the opportunities created by eCommerce are significant,
responding organizations have concerns that must be addressed as they
adjust to the new normal. Maintaining competitive pricing and protecting
price attainment are the top two concerns that responding companies
expressed, which coincides with the most frequently cited pain points by
respondents of maintaining consistent customer experiences and
coordinating pricing across channels.

AI Enhancing Connections with Customers
Companies are also
considering new digital options, including AI, as evidenced by nearly
half – a full 48 percent -- of respondents indicating they need to
invest more in the technology.

One of the most intriguing use cases for AI lies in marketing and sales,
where its value is rapidly accelerating. Respondents consider the
ability of AI to predict customer needs as the most important way that
it will impact sales, followed by automating orders and optimizing
pricing for buying scenarios. As a result of its impact, 73 percent of
respondents believe AI will be a high priority for marketing and sales
activities within two years, compared to 48 percent of respondents who
view it as a high priority today.

The full "The Future is Now: Technologies Shaping Commerce" report is
available for download
here
.

About PROS
PROS
Holdings, Inc. (NYSE:PRO) provides AI-powered solutions that optimize
selling in the digital economy. PROS solutions make it possible for
companies to price, configure and sell their products and services in an
omnichannel environment with speed, precision and consistency. Our
customers, who are leaders in their markets, benefit from decades of
data science expertise infused into our industry solutions.

Forward-looking Statements
This press release contains
forward-looking statements, including statements about the functionality
and benefits of AI-powered solutions to organizations generally as well
as the functionality and benefits of PROS software products. The
forward-looking statements contained in this press release are based
upon PROS historical experience with AI-powered solutions and its
current expectations of the benefits of AI-powered solutions for
organizations that implement and utilize such software. Factors that
could cause actual results to differ materially from those described
herein include the addressability of an organization's AI-powered
solution needs, the risks associated with PROS developing and enhancing
products with the functionality necessary to deliver the stated results
and the risks associated with the complex implementation and maintenance
of AI-powered solutions such as PROS software products. Additional
information relating to the uncertainty affecting the PROS business is
contained in PROS filings with the Securities and Exchange Commission.
These forward-looking statements represent PROS expectations as of the
date of this press release. Subsequent events may cause these
expectations to change, and PROS disclaims any obligations to update or
alter these forward-looking statements in the future whether as a result
of new information, future events or otherwise.

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