https://techcrunch.com/2022/03/25/techcrunch-roundup-plg-handbook-hiring-early-stage-sales-teams-abolishing-pro-rata/

In a previous era, startups that gained influence with CIOs could skate through the procurement process and start planning seminars for new customers as soon as contracts were finalized.

Today, a decade or more into the End User Era, consumers have become the tail that wags the dog.