Separate The Ideal User From The Economic Buyer
Explain why product-led sales must distinguish active users, champions, buyers, and approvers.
Product-led selling fails when it treats the org chart as the whole story. The User Is The Evidence Source The ideal user is the person who can succeed with the product as it exists today. In product-led sales, this person often produces the first real proof: repeated workflows, invited teammates, saved time, created assets, or reached limits. Their behavior is more useful than a generic persona because it shows what value actually landed. The Buyer Is The Approval Path The economic buyer controls budget, priorities, risk, or procurement. They may not live in the product. That means they need translated…
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