Just like Coca-Cola isn't competing with Pepsi, but with water; most B2B SaaS companies aren't competing with other SaaSes, but with Excel. Many of them don't even realize it. Excel seems to have a kind of "hacker repulsion field" that makes programmers consistently underestimate its capabilities.
Did you know that nowadays it has lexical scoping, dynamically sized spill arrays, first class lambdas, map/filter/reduce in formulae? Plus an entire separate purely functional query language + a relational database-like thing for ETL work? Normies are flinging closures around!