Brownfield enterprises are where the money is
Everyone is obsessed with greenfield. The real money is in the brownfields — the Intels and Targets of the world.
Everyone in AI is chasing greenfield because it is a clean slate, with no legacy systems to displace. But I have spent 25 years selling to companies running on the same ERP since 2003. AP teams with 50 people who know their processes better than any vendor ever will. These are my people.
The reason they are hard to work with is the same reason they are worth working with. They are not adopting anything that needs a rollout or a training program. But if you fit inside what they already do — their email, their ERP — you become infrastructure.
VCs obsessed with greenfield AI are also ignoring the numbers. These "boring" companies have real AP/AR volume. Real budgets. Real CFOs with authority to buy, and the experience to know exactly what they need.
The sexy greenfield market is crowded. The boring brownfields are where the real work happens.