So true! So many factors involved...I think a lot of it comes down to follow-up and really listening to each prospect, what their issues are and how they make decisions internally (who is involved in the process etc) - I've done the top-down approach and vice-versa - both have pros and cons - at the end of the day, you have to get a few key people behind you in a company that you have very limited access to, and show them how you offer value..better figure out who supports you quickly and build a good relationship from there.