Enterprise vendors are raising prices to show growth but customers want to cut costs. As a result, lots of customers switch to a lower cost alternative. But that means that the original high cost vendor will have to raise prices even further to serve their wall street overlords.
If the vendors were happy with sustainable slow revenue growth, none of this would be a problem. But these vendors are public and are priced as growth stocks. So the revenue must also grow like growth stocks.
In general, someone will have to take a haircut in order to keep stock prices up. Either it will be execs, or customers, or employees.
The first shot is always fired at employees with layoffs. Next shot is fired at customers with raised prices. Last shot is a tussle among the execs (yes, even execs have hierarchies among themselves)