Digital Natives Growing Without a Sales Force

Case Solution

Das Narayandas, Michael Norris, Amram Migdal
Harvard Business School ()

This short case describes the rise of so-called digital natives (also called Bornindigital) in the 2000s and 2010s, who grew up successfully without a sales force. The case highlights the emergence of business-to-business internet and cloud-based companies and their sales strategy decisions based on different customer bases. The case involves the companies Atlassian, Basecamp and Slack.

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