Yes it works, and it works really well in my experience, but only if the context is right.
The trick is you need to get the real end users on board at least, in addition to and alignment with the one who is calling the shots and/or owning the budget.
Most of the time in business, the person making the decisions is not the one who has to live with the consequences. So for B2B the ability of the decision makers to do sensible things is your limiting factor. You need to really partner up with the decision maker(s), and get a feel for whose problems you are actually solving.
Sometimes there's this political layer over the actual problems that is making things more complex, and which is not actually explicit. Not understanding this layer can lead to a lot of frustration in my experience.
The trick is you need to get the real end users on board at least, in addition to and alignment with the one who is calling the shots and/or owning the budget.
Most of the time in business, the person making the decisions is not the one who has to live with the consequences. So for B2B the ability of the decision makers to do sensible things is your limiting factor. You need to really partner up with the decision maker(s), and get a feel for whose problems you are actually solving.
Sometimes there's this political layer over the actual problems that is making things more complex, and which is not actually explicit. Not understanding this layer can lead to a lot of frustration in my experience.