> In complex sales there are multiple product/market fits – Users, Buyers, etc. — each with different criteria
This is definitely something that you need to know, if it applies. And if it does, you should definitely not assume that the people in charge of deciding whether to renew are the same as the ones that decide to buy!
And while you are at it, you should be looking for other users at that organization. Call it "getting more value from your subscription" or whatever, but the more groups/departments you can get to use your product (even if not heavily), the harder it is for the money people to pull the plug. When the users aren't the people paying and the people paying aren't the ones using it, all sorts of complex dynamics come into play.
> In complex sales there are multiple product/market fits – Users, Buyers, etc. — each with different criteria
This is definitely something that you need to know, if it applies. And if it does, you should definitely not assume that the people in charge of deciding whether to renew are the same as the ones that decide to buy!
And while you are at it, you should be looking for other users at that organization. Call it "getting more value from your subscription" or whatever, but the more groups/departments you can get to use your product (even if not heavily), the harder it is for the money people to pull the plug. When the users aren't the people paying and the people paying aren't the ones using it, all sorts of complex dynamics come into play.