One thing resonated strongly with me. When we started out many years ago someone said to me that the worst market you could go after was to target developers. Case in point - every developer who's ever put up a web site has built or thought about building a CMS. There must be thousands upon thousands of them, virtually all with a price of $0. Who would want to sell a CMS product?
We heeded that advice and I often reflect on it during the sales process when we have the "lets just run your offering past the IT team" meeting. So often, the line of questioning from the smartypants dudes in the room is all about tripping us up, finding our weak spot (I'm a techy so I get it - I think like this myself).
The best you can normally come out of that meeting with is grudging acceptance from IT that a SaaS solution should be OK, given that the business is in a rush and all, and given that IT has other priorities. (To be fair its much less like this these days, but a few years ago this was the norm).
By contrast, showing your product to a business person is a breath of fresh air. They don't want to build it themselves, they don't really care what's under the bonnet, they just want good, quick solutions to their actual problems, so they can go home at night and sit down to Netflix. HR people (our target market) are even nicer.
What's more those business people want to pay for your solution. A quick way to kill the deal is to joyously tell them "its free!". They need to understand how you get your buck at the end of the day. They'll never buy until they understand that. And the best (because its the simplest) answer is "we've got the best product, so we charge good money for it".