--- title: How Eran Baron, CEO of Deeto, Turns Customers into a Scalable Sales Force description: How Eran Baron, CEO of Deeto, transforms customers into a scalable sales force using customer advocacy to shorten sales cycles and improve close rates. image: https://miro.medium.com/v2/resize:fit:875/1*-_YcmFqcZOnrNwvjTW8Xfg.png --- [Skip to content](https://cariboustrategic.com/blog/how-eran-baron-ceo-of-deeto-turns-customers-into-a-scalable-sales-force#main-content) [![Logo Google Caribou](https://cariboustrategic.com/hs-fs/hubfs/Logo%20Google%20Caribou.png?width=307&height=127&name=Logo%20Google%20Caribou.png)](https://cariboustrategic.com/) - [Boring to Bestseller Blog](https://cariboustrategic.com/blog) - [Resources](https://cariboustrategic.com/resources) Open main navigation Close main navigation - [Boring to Bestseller Blog](https://cariboustrategic.com/blog) - [Resources](https://cariboustrategic.com/resources) - [Book a Call](https://cariboustrategic.com/#call) [Book a Call](https://cariboustrategic.com/#call) April 12, 2025 # How Eran Baron, CEO of Deeto, Turns Customers into a Scalable Sales Force ![Picture of Nitin Kartik](https://app.hubspot.com/settings/avatar/ea5ba87acbf0fc26154027b0aa5dff1f) [Nitin Kartik](https://cariboustrategic.com/blog/author/nitin-kartik) Share: [facebook-f icon](http://www.facebook.com/share.php?u=https://cariboustrategic.com/blog/how-eran-baron-ceo-of-deeto-turns-customers-into-a-scalable-sales-force) [linkedin-in icon](http://www.linkedin.com/shareArticle?mini=true&url=https://cariboustrategic.com/blog/how-eran-baron-ceo-of-deeto-turns-customers-into-a-scalable-sales-force) [Twitter icon](https://twitter.com/intent/tweet?url=https://cariboustrategic.com/blog/how-eran-baron-ceo-of-deeto-turns-customers-into-a-scalable-sales-force) [pinterest-p icon](http://pinterest.com/pin/create/link/?url=https://cariboustrategic.com/blog/how-eran-baron-ceo-of-deeto-turns-customers-into-a-scalable-sales-force) [envelope icon](mailto:?body=https://cariboustrategic.com/blog/how-eran-baron-ceo-of-deeto-turns-customers-into-a-scalable-sales-force) 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**](https://cariboustrategic.com/), 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](https://cariboustrategic.com/weekly-recap-of-wisdom-from-wizards-free-amazon-bestseller-ebook?utm_source=medium&utm_medium=blog&utm_campaign=wfwizards&utm_content=eran_baron). ![](https://miro.medium.com/v2/resize:fit:875/1*-_YcmFqcZOnrNwvjTW8Xfg.png) [Growth](https://cariboustrategic.com/blog/tag/growth) ## Related posts [![](https://miro.medium.com/v2/resize:fit:700/1*cifNzKKg28DrPXKT2v2QIw.png)](https://cariboustrategic.com/blog/messaging-that-resonates-stop-losing-customers-to-confusion) [Messaging](https://cariboustrategic.com/blog/tag/messaging) ## [Messaging That Resonates: Stop Losing Customers to Confusion](https://cariboustrategic.com/blog/messaging-that-resonates-stop-losing-customers-to-confusion) ![Picture of Nitin Kartik](https://app.hubspot.com/settings/avatar/ea5ba87acbf0fc26154027b0aa5dff1f) [Nitin Kartik](https://cariboustrategic.com/blog/author/nitin-kartik) February 18, 2025 Tech founders, if your customers don’t fully understand your product’s value, the problem might not... [Read more](https://cariboustrategic.com/blog/messaging-that-resonates-stop-losing-customers-to-confusion) [![](https://miro.medium.com/v2/resize:fit:875/1*R94bvU7yunRyfhsLKaHQbQ.png)](https://cariboustrategic.com/blog/your-messaging-isnt-about-you-its-about-your-customer) [Messaging](https://cariboustrategic.com/blog/tag/messaging) ## [Your Messaging Isn’t About You — It’s About Your Customer](https://cariboustrategic.com/blog/your-messaging-isnt-about-you-its-about-your-customer) ![Picture of Nitin Kartik](https://app.hubspot.com/settings/avatar/ea5ba87acbf0fc26154027b0aa5dff1f) [Nitin Kartik](https://cariboustrategic.com/blog/author/nitin-kartik) February 23, 2025 The Cost of Confusing Messaging Tech leaders, here’s a hard truth: If your messaging isn’t clear,... [Read more](https://cariboustrategic.com/blog/your-messaging-isnt-about-you-its-about-your-customer) [![](https://miro.medium.com/v2/resize:fit:700/1*VGdJ-dIh-Xtm8IRcClQxgQ.png)](https://cariboustrategic.com/blog/jennifer-schielke-ceo-at-summit-group-solutions-on-why-customers-should-come-before-peer-admiration) [Growth](https://cariboustrategic.com/blog/tag/growth) ## [Jennifer Schielke, CEO at Summit Group Solutions, on Why Customers Should Come Before Peer Admiration](https://cariboustrategic.com/blog/jennifer-schielke-ceo-at-summit-group-solutions-on-why-customers-should-come-before-peer-admiration) ![Picture of Nitin Kartik](https://app.hubspot.com/settings/avatar/ea5ba87acbf0fc26154027b0aa5dff1f) [Nitin Kartik](https://cariboustrategic.com/blog/author/nitin-kartik) November 14, 2025 As CEOs, we often balance two competing desires: the respect of our peers and the loyalty of our... [Read more](https://cariboustrategic.com/blog/jennifer-schielke-ceo-at-summit-group-solutions-on-why-customers-should-come-before-peer-admiration) [Follow us on LinkedIn](https://www.linkedin.com/in/nitinkartik/) [Follow us on YouTube](https://www.youtube.com/@kartnit) - [Boring to Bestseller Blog](https://cariboustrategic.com/blog) - [Resources](https://cariboustrategic.com/resources) --- [![](https://cariboustrategic.com/hs-fs/hubfs/Logo%20Google%20Caribou-1.png?width=307&height=127&name=Logo%20Google%20Caribou-1.png)](https://cariboustrategic.com) [info@cariboustrategic.com](mailto:info@cariboustrategic.com) +1-336-652-2149 28 Spring St Suite 5024, Princeton NJ 08542 Copyright © 2026, Caribou Strategic   |   [Privacy Policy](https://cariboustrategic.com/privacy-policy) ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Nitin Kartik", "url" : "https://cariboustrategic.com/blog/author/nitin-kartik" }, "dateModified" : "2025-04-12T15:00:01.486Z", "datePublished" : "2025-04-12T14:59:47.000Z", "headline" : "How Eran Baron, CEO of Deeto, Turns Customers into a Scalable Sales Force", "image" : [ "https://miro.medium.com/v2/resize:fit:875/1*-_YcmFqcZOnrNwvjTW8Xfg.png" ], "mainEntityOfPage" : { "@id" : "https://cariboustrategic.com/blog/how-eran-baron-ceo-of-deeto-turns-customers-into-a-scalable-sales-force", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://cariboustrategic.com/hubfs/Logo%20Google%20Caribou-1.png" }, "name" : "Caribou Strategic" } } ```