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How Eran Baron, CEO of Deeto, Turns Customers into a Scalable Sales Force

Picture of Nitin Kartik

If you’re the CEO of a tech scaleup, you’ve probably said some version of this: “Our customers are our best advocates.” But here’s the hard truth — most companies stop at saying it. Very few build a system to actually use their customers as a scalable asset in the sales process.

That’s where Eran Baron, Co-founder and CEO of Deeto, comes in. In a recent episode of Wisdom From Wizards, Eran shared an insight that hits home for growth-minded tech leaders:

“Buyers today have lost confidence in salespeople. They want to talk to people like them.”

Eran’s point is simple but powerful. Prospects today are highly skeptical. They don’t trust flashy marketing or even the most polished SDR pitch. What they do trust? Real, relatable people who’ve already been in their shoes — aka your existing customers.

And yet, most companies are doing little to nothing about it. Maybe they’re collecting NPS scores. Maybe they’ve got a few static case studies. But these generic assets aren’t what move the needle in a competitive sales cycle.

The Missed Opportunity in Customer Advocacy

Eran argues that the future of selling — especially in SaaS and tech — is about activating customer voices at scale. His company Deeto is building a platform to do just that: enable companies to engage prospects with hyper-relevant content from the right customer at the right time.

This approach doesn’t just build trust. It shortens sales cycles and improves close rates — two things every scaleup CEO cares deeply about.

A Simple Framework to Get Started

You don’t need fancy software on Day 1. Start with these steps:

  1. Identify 5–10 power users who are passionate and well-spoken.
  2. Map them to ideal customer profiles — what industries, titles, or pain points do they represent?
  3. Create lightweight assets — short video clips, async Q&As, or curated quotes.
  4. Enable your sales team to match these advocates to specific leads in the pipeline.

Then — and this is key — measure how it impacts your win rate and velocity.

Wisdom From Wizards is brought to you by Caribou Strategic, where we help tech scaleups stand out and succeed with strategy that sells.

📚 Get a weekly recap of Wisdom From Wizards episodes, and a free eBook of my Amazon bestseller Product Marketing Wisdom HERE.