The thrust of much sales force automation, and indeed marketing automation, these days is in the numbers customers represent and in how to reduce human intervention in the process that ends with them paying you money. Trouble is, people buy from people, and successful new connections require good buying experiences. Good salespeople with good tools are the richest channel you have for communicating complex B2B messages.  However, as David Fields points out, "even in successful sales calls, customers rarely remember your carefully crafted pitch because an ongoing dialogue is taking place in their mind. The customer’s internal dialogue, experiences and feelings make the sale—not the sales person’s patter. The most successful sales efforts give customers the opportunity to create an experience for themselves."  Sales tools are your little soldiers that continue to enable that creation after the sales person is gone.  They also enable the experience to be shared amongst buying units or influencers that tour sales person did not even meet.