You have 400 free signups this month. Your activation rate is solid. Users are reaching the core workflow. The onboarding team is rewriting the empty states and tightening the welcome sequence. Conversions: twelve. The instinct is to fix the product experience. But what if the product experience is not the problem at all? In many B2B SaaS products, the person completing your onboarding flow does not have the authority to approve a purchase. They like the product. They want to upgrade. But the person with the budget has never seen your product, has no context for evaluating it, and will not be persuaded by a polished empty state. This is the buyer-user split. It is one of the most common structural problems in B2B SaaS, and it is invisible until you look for it. The Four Buyer-User Configurations The question is simple: is the person who uses your product the same person who pays for it? The answer determines your entire conversion architecture.…