Today status quo is for suppliers to price based on full-time employees. Adoption takes time. Paid seats go unused. You are forced to start a video transformation in a deficit and existing user activity at zero.
A hundred thousand dollar plus experiment is a lot of money.
Top-down puts all the risk on the buyer. The sales cycle takes over a year. Put to a buyer committee. End up in spec bakeoffs with suppliers, trying to plan out what features you need three years from now, and 64% ends in ‘no-decision’.