This is hugely valuable advice. Ignore the parent post at your peril! You need to be constantly vigilant about who your users are versus who your customers are. If there's a divergence, you need to make sure it's accounted for & benefiting you.

Many companies think "let's build the best thing we can, and the users will love it and win over the IT department, who will write the checks." Microsoft's ongoing record revenues, in a time when the PC market has shrunk and WIndows 8 sales are tanking, proves that theory wrong.

Having lived through this myself, my advice to to come up with price points that middle managers can expense without institutional review. But if you don't plan for this from the start, it can be a frightening to go from a sales forecast of 20-odd $100,000 sales to one that forecasts 100,000 $20-ish sales...with the same sales team.