The User Isn't the Buyer: Cracking the B2B Sales Puzzle
2025-08-08
This article tackles the common B2B SaaS problem of the 'user isn't the buyer'. The author argues that identifying the true decision-maker is key, and it's not always the person holding the credit card. In smaller companies, developers often wield significant influence due to direct product usage and time constraints, driving their need for efficient tools. Larger companies, however, typically place decision-making power with CTOs or leadership, prioritizing security and outcomes. The author suggests empowering developers by providing them with data and tools to convincingly demonstrate the product's value to leadership, indirectly leading to sales conversion.
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