Your organization has adopted an agile framework and your sales model has turned from a top-down to a bottoms-up approach, replacing B2B with B2C2B. You sell to real people to reach a company and you create solutions for people with real-life needs in the workplace. You no longer think of your customers as an abstract notion of a “company”. You communicate with your customers every step of the way, work in sprints, and develop working software. You do all of this to continuously improve, keep up in a fast-paced software industry, improve customer and employee satisfaction, work more efficiently, and meet more realistic financial goals.