(Former Twilion here)

I’ve always described this as “selling features vs selling solutions”. As a startup grows, the buying persona changes. Startups that sell to developers do best when they’re selling features, whereas a product manager/CEO is shopping for a solution (like increasing customer engagement). A neat thing I’ve noticed is that at one point, almost every B2B company will add a “Solutions” page to their website to highlight that.

Wrote about it more here: https://memos.hawkhill.ventures/p/selling-features-then-solu...)