Technical lead chooses and uses the tool — close to the budget decision
Security, procurement, legal, and IT enter the deal — buyer and user diverge
Technical teams self-serve the setup — manageable complexity for the target audience
Enterprise controls, migrations, and admin complexity increase — services layer required
Free up to 10 users — very low procurement friction, light-touch adoption
Larger contracts create review cycles, negotiation, and procurement process
Product-led spread inside teams — organic virality from the multiplayer design
Partner channels, sales assist, and enterprise motions needed for larger rollouts