For a B2B company, know that enterprise customers have budgets just for testing new technology and will buy your product to do just that. This does not mean that you have achieved PMF. For these types of customers, only long-term contracts are an indication that they actually value your product and want to use it.

She immediately diagnosed what had been impeding the sales team: a lack of clear, repeatable messages that communicated the product's value, not just features. Along with that, the sales team needed a better understanding of which prospective customers were most likely to buy, rather than just relying on their Rolodexes. She also recognized the pro

User vs. buyer vs. influencer personas and roles in buying process Sales tools—competitive depositioning, demos, sales deck, sales playbook Understanding what nurtures/nudges people in their process Work with sales to define customer qualification criteria Guide programmatic marketing activities that align with sales targets, stages, or account-bas