The structure within a large company that's trying to target it is vertical. You have your normal "horizontal" structure, where engineers try to build a general

The structure within a large company that's trying to target it is vertical. You have your normal "horizontal" structure, where engineers try to build a general product, marketing tries to advertise it in the most promising places, and then sales tailors their pitch to whatever prospects they happen to have. Then you might have a vertical with e.g. healthcare sales, healthcare marketing, and engineers for your healthcare-focused product all under common leadership and executing on common goals.