In B2B SaaS, the person who uses your product is rarely the person who decides to buy your product. Often, that person hasn’t even been involved in the buying process. But a lot of marketers in B2B SaaS focus exclusively on that person’s needs when building and executing on a marketing strategy. This article looks at the factors affecting a SaaS buying process, the people who get involved and the things marketers can do to help sales teams.