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Amjad Masad, founder and CEO of Replit, stated that by the end of this year more than half his company will be salespeople. He noted that for most of the last decade the company relied on building a product and letting it speak for itself, with marketing limited to his Twitter account. Demand arrived through companies emailing to ask how employees already using the product could buy it properly.
According to SaaStr, a great sales rep cannot sell any B2B product well in software. The very best SaaS reps who are truly curious can often sell almost any product, but this group is narrow.
SaaStr states that salespeople can be good at outbound but not inbound, or the reverse. They can perform well only when backed by an established brand and market position.
At B2BMX 2026, LinkedIn’s Ty Heath, Global Director of Thought Leadership GTM Strategy and co-founder of The B2B Institute, focused on why B2B deals stall due to buying groups lacking collective confidence rather than losing to competitors, emphasizing that marketers must solve buyability by reducing hidden friction.