[hodgesrm]

This. I would add that tech people and many others also fail to grasp some of the real market barriers to entry. (Well sometimes.)

To cite a single example: corporate procurement systems. It's like trench warfare to get enrolled in many companies, but once completed your sales team can then recite the following incantation: "we're an approved vendor." The effect on sales can be magical. ;)

Disclaimer: I use Docusign and have done so for years. It's transformative in a way that's similar to password managers.