How that story goes seem to be a cultural thing depending on the org culture. I've seen places where the loop goes:
1. BizDev and/or Sales identify a feature set that would enable a deal or broaden the market suitability.
2. Dev team tasked with adding feature XYZ.
3. Designer brought in to figure out how to add the feature to the UI with minimal effort.
4. Repeat.
I think this version is much more common in enterprise software and less so in mass consumer stuff. As we all know, enterprise software is unsexy and not worthy of YC/Startup culture. High touch sales also favors fewer deals with more customer leverage and really fat commissions for sales people.