During the Pardot journey I’d talk to customers at tradeshows like Dreamforce and ask about their experience as a customer. At first I was expecting feedback and input on the product — what worked well, what didn’t work well, etc. — only the feedback was always about the people. Comments like “we love X on the sales team” or “Y is great to work with.” While customers thought Pardot was great, it was really the people at Pardot they loved.
People connect with people first, companies second.
As much as we like to talk about our cool technology and awesome startups, the ones that people really engage with do so because of the people they interact with at the company. There’s a reason the “service” part of Software-as-a-Service is more important than the “software” part — good products make for good customers, good service makes for raving fans.
Remember that people connect with people above all else.
What else? What are some more thoughts on the idea that people connect with people first, companies second?
David Cummings on Startups 
No question that economic buyers are betting on the relationship they’ve formed with the seller as much as they’re buying the solution that a product or service is purported to solve. Brands are powerful, but people are arguably the most powerful component of any brand. People sustain relationships through peaks and valleys of a product because they can count on the advocacy of the person they’re working with on the other side.
One of the most rewarding opportunities of my career was building the sustainable business relationships while growing with Silverpop and ultimately through acquisition to IBM. Sustainable relationships with amazing clients that will sustain our careers.