Marc Andreessen is always worth following on twitter - this comment is bang on the money. When we were selling to banks, we had a great product that should have sold itself but the "buyer" was usually in the credit card marketing department and, whilst they typically had deep pockets our technology involved "I.T." so procurement got involved.

The procurement guys were great - their job was to buy things but they didn't fundamentally understand why marketing wanted the product nor how the IT changes affect the bank. And they needed to before they parted with the cash.

And then the lawyers got involved...

So yes, our sales process was exactly to enable the customer to get out of their own way.

But you do need a product the buyer wants in the first place