I'm late to the comment thread but want to add something based on my seven years selling and marketing B2B software: 1. The user is not always the buyer. Many

I'm late to the comment thread but want to add something based on my seven years selling and marketing B2B software: 1. The user is not always the buyer. Many founders know who their users are, but may not know who really made the yes/no decision. The sales and marketing need to communicate value to the buyer just as much as (if not more than) to the user. 2. Buyers need to be convinced that your product will solve their most important business needs--their desired outcomes. Things such as lowering overhead or meeting compliance requirements. (Similar idea to "Job to Be Done.") That’s what your sales and marketing should primarily be about, with benefits, social proof, and other selling points as backup. Simple in principle but it takes months of research, customer/prospect interviews, and experimentation to figure out your buyers' desired outcomes and how to talk about your product in a way that directly aligns with those. (Slightly longer version of this: https://www.gkogan.co/blog/buyers/. https://www.gkogan.co/blog/buyers/.)