Navigating B2B Success: The Pros and Cons of Prosumer GTM Strategies

Would love to hear opinions. Building in B2B today feels like it’s more expensive if you don’t have a consumer / prosumer use case GTM strategy. The level of competition for every vertical is crazy, and it feels like the way to win is to win the hearts of more people via a prosumer GTM (OpenAI, Clay etc) - that said, the problem with sales tools specifically is it’s hard to get prosumer (bottom up) adoption because you need access to systems like CRM etc which requires approvals and potential blockers. This isn’t new but feels even more so now in the world of AI SaaS. Am I going crazy or do you agree? Really curious what you’ve seen work well or not or opposite of this view