Great friend (and mentor) Jim Clifton has a nice post up about the disappointment he sees in software as a product.  Jim gave me my first software product management job and has a broad perspective on the topic having built software, funded new ventures, and now consumed it as a small business.

I couldn't agree more that the most important thing to understand is the broader process you are either enabling or disrupting.  If you (or your sales team) lack the domain or business process understanding, you will have lots of first meetings and very few next ones.