Chris Carfi identifies the money quote in Erik Keller's article, Pushing a "Pull Model"

"Now this approach may be seen as foolhardy by those who believe that products are always sold rather than just bought. This assertion, however, must be reexamined in the light of rampant license-fee discounting as well as the fact that [a typical enterprise software company] spends over 90 percent of its license fee revenue on sales and marketing expenses. The reality in enterprise software is while most companies do not give away their software, they might as well, given the cost of sales as well as market conditions." (Chris' emphasis)