Jason M. Lemkin argues that, contrary to expectations after the 2008 crash that sales would move to cheaper, high-velocity models, the sales challenge is greater today. Developers and end users now hold more purchasing power, meaning sellers must achieve user-level adoption regardless of product, while also still selling to executives and framing value in economic terms.
Post like the 2008 crash, a lot of people said, hey, we want to get away from these expensive sales and distribution models because we want to go with a high velocity kind of sales model that's cheaper and easier. I would argue, actually, the sales challenge is even greater today because developers and users have so much more power today than they ever had in the old days. You could sell to the corner office, take them out to some nice dinners, maybe take them to the super bowl, and you got your deal. Now you really got to drive. And that deal decision could be kind of mandated top down. Those days are long gone. You have to be able to get adoption at the user level, no matter what product you're selling. Then you also need to be able to sell high and obviously frame the value proposition in economic terms.
