Enterprise data platforms are frequently sold as annual contracts, priced for sustained, high-volume usage. Plenty of buyers sign one of these contracts, run a handful of campaigns, and never come close to using what they paid for.
The Contract Doesn't Match the Use Case
A large annual license makes sense for a team running continuous, high-volume outbound all year. It makes much less sense for a team that needs targeted data for a few specific campaigns — the unit economics of that contract only work out at a usage level most buyers never actually hit.
Sunk Cost, Unused Credits
Unused seats, unused API credits, and unused contact records don't refund themselves at the end of the term. They just represent money that's already gone, whether or not it was ever used.
A Better Match: Pay for What You Use
Data and delivery priced around actual usage — rather than a large fixed annual commitment — means the cost scales with what you actually run, instead of requiring you to justify a contract sized for a different kind of buyer.