As product-led companies aim to expand their reach into larger enterprises, they often encounter challenges that require a shift in strategy from user-focused to account-centric approaches. This transition is critical because the individuals actively using a product within a company are often not the same people making purchasing decisions. Experts Elena Verna and Francis Brero highlight this disconnect by sharing insights from companies like Invision, Miro, and Netlify, illustrating how traditional in-product marketing strategies can become ineffective as firms scale upmarket. These companies learned that nurturing efforts aimed solely at users might not reach potential buyers, who often have minimal product interaction yet hold the purchasing power. By adopting a more targeted sales approach that identifies and engages decision-makers within organizations, companies can better align their strategies to foster successful enterprise-level deals. Understanding the roles of buyers and active users within an account is essential to bridging this gap and ensuring continued growth in larger markets.