Finally someone addressed the elephant in the room.
It doesnt matter how many expensive specialists you hire, or how many exhaustive training programs you put in place for white space analysis and datapoint reviews. If the customers dont want what you are selling and it is not in their strategic direction they wont buy it (or buy enough of them to maintain the huge numbers of staff and costs you need them to)
At some point there was probably a white space map for people who didnt have a Fax machine. And as people started using email the fax companies would have gone bonkers getting sales people to push and push harder for fax machines. "Email hurts your eyes" and "paper is natural" and "Faxes are more secure" but eventually the fax machines just stopped.
They probably had the worlds BEST fax machine too. Colour, all the connections, pretty, could do everything. But no one bought it.
The sales reps and printing specialists that were circling that drain (I met a few) were eventually thrown a lifeline to live out their final days in reseller land, basking in the glory that was the old days of fax printing and remembering the annual faxcon event in New Orleans.
We arent selling what people are buying.