Yeah totally. I think most feature work at a B2B SaaS company can be classified as either trying to drive retention, or trying to drive new sales. The “new sales” features are often focused on one or a handful of potential large customers with very specific needs, who won’t buy without feature X. This kind of work is basically invisible to almost all of your customers, but is necessary to close the largest deals.
As an example, supporting OAuth is easy. But making sure your software works with all kinds of on prem LDAP for authentication is much harder.