[notahacker]

If your product is B2B enterprise then your end users' delight at your UX might not matter very much, but you definitely want to understand the decision makers' interest in getting additional reporting/auditing tools and how much value [if any] they get from their staff being more accurate in using the tool...

[polote]

The issue is most of the time the decision maker has no clue about that. In B2B enterprise the product is not a big part of the decision to buy or not.

[notahacker]

The decision maker is usually someone in the C-suite or a little below it who cares very much about whether the system gives them the reports they asked for, whether it ticks all the boxes on the operations plan someone drew up for them, whether middle management are frequently complaining about errors, how much resource is needed to switch from service Y etc.

That's a different product focus from the end user (who probably finds the new operations checkboxes demanded by the decision maker a horrible pain) and instead of actually using it, their perception will be shaped by middle management feedback and some claims made by the enterprise salesperson about how much money their business can save from staff being able to complete X faster or Y being shared, but it very much is a product based decision. Otherwise the lowest bidder (or at least the lowest bidder with an SLA) or incumbent would win every time.

[gk1]

This is an outdated stereotype about enterprise buyers.