This is spot on. I'm working on a blog post about a superset of this: the product IS the go-to-market. Messaging, sales/marketing strategy, pricing are just as much The Product as any feature.

Ideally you maximize value/experience for users while you figure out how to get execs to buy your thing, but the sad state of most B2B software is a testament to how insanely hard it is to be good at both.