Companies have sometimes forgotten that there are two ways to grow a business: 1) adding new customers, duh or 2) make the customers you have successful and they will grow and come back for more. If you do that, customers become advocates for your product and selling gets that much easier. And why waste what your sales and marketing teams worked so hard to convert!

The explosion of SaaS tools for sales helped create more specialized roles within that function. We went from field sales and inside sales to more formal roles like Account Executives (AEs), Business Development Representatives (BDRs), Sales Development Representatives (SDRs), sales engineer and sales operations. And within these specialized roles come specialized tools.

‍