Depends. If you don't get the "whole enterprise" the part of the enterprise you got could be easily lost because of a top down "everybody is going to use X" or "why do we have Y different vendors for Z?" type of situations.
Sure, but that's factored into LTV calculations. If the average customer lasts 5 years before they churn because "Everyone is using X", then you get 5 years of recurring rev off that marketing spend.
