I worked at a company in a market with similar purchasing dynamics, but we focused exclusively on the users. We committed to a "product-led growth strategy," wh

I worked at a company in a market with similar purchasing dynamics, but we focused exclusively on the users. We committed to a "product-led growth strategy," which meant no salespeople. Product focused entirely on the user experience. The problem was, we weren't selling to users. We were selling to people in the users' organizations who purchased software. These people did not have the same job as the users, and they had no first-hand experience with the product. It was a doomed approach. We needed salespeople to get inside the heads of the purchasers, learn how to explain the benefit to them, and coach the users on explaining the benefits to other people in their organization. We needed salespeople to bridge the chasm between the users and the purchasers.