The Buyer-User Split: Why Most B2B SaaS Has a Hidden Conversion Wall

You have 400 free signups this month. Your activation rate is solid. Users are reaching the core workflow. The onboarding team is rewriting the empty states and tightening the welcome sequence. Conversions: twelve. The instinct is to fix the product experience. But what if the product experience is not the problem at all? In many B2B SaaS products, the person completing your onboarding flow does not have the authority to approve a purchase. They like the product. They want to upgrade. But the pe