Monetisation is more than a pricing decision. It is the full system that converts product value into revenue, and for most B2B software companies, that system is under pressure from several directions at once. AI is reshaping cost structures. Enterprise buyers are scrutinising spend more carefully than ever. Subscription models are becoming commercially incomplete. And pricing logic built for one market rarely survives contact with another. This article works through the whole system, from value metrics to hybrid pricing to cross-market monetisation, with a practical decision framework at the close.