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This is a decent article on enterprise/SaaS sales, but no knowledgeable person has ever claimed that a SaaS product can reach its customers without sales.

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Definitely sounds like a straw man. What on earth would the business model (SaaS vs anything else) have to do with the product selling itself?

and yet I find that is a commonly held misconception, and that there are many founders who think of sales as a four letter word.

Just more evidence that says they aren't knowledgeable: they cannot correctly identify the number of letters in "sales".

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