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>My main point is that this bottom up approach doesn't work as well as it could simply because of the difficulty of navigating purchasing processes.

I may have been unclear. The "bottom up" approach is precisely designed to circumvent and solve the case where the user is not necessarily the buyer. It emerged to solve the "shrink-wrap software", or when you did not have an army of salespeople.

One way to look at it is "bringing SaaS to enterprise", which was typically the distribution model for consumer applications.




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