Sales are serious, often prioritize as first by companies (Should be). Indeed, you can offer an amazing solution for your industry but you still need a sales force to make profit. We are not forgetting all the legitimate inside departments but, they should be working directly with the sales force (Marketing, Lawyers, Support, Road map makers etc.).
Selling software is hard, intensive and highly competitive. The Seller will often make the difference. He will qualify a lead, make a demo, a PoC , a pricing negotiation and finally he will negotiate the contract and support terms. Nowadays, a seller is multi-tasking. The sales process should be done at 360 degrees from A to Z.