[jjav]

> Imagine you're an experienced user of AWS

Ok you picked the one example where companies probably know where they're going already, mostly based on what the CTO liked in the past.

For the 99% other vendor procurements, one doesn't usually know yet before talking to them to get details and pricing.

[asielen]

Salesforce purchasing is the same. As is marketing automation platforms and BI tools. And confluence/jira. People buy what they already know.