For me the difference is materiality is that whether the value benefit is large enough to engender a price delta significant enough to give you materially different margins into the future.
Hamilton HelmerBusiness strategy with Hamilton Helmer (author of 7 Powers)
When consumption-based business models started, I think you saw go-to-market shift into being meaningfully more consultative because often that first land was the very beginning of the journey and represented a very small percent of what you were ultimately going to do with that customer.