What is our sales philosophy
The Resend Philosophy is a set of principles that guide product decisions.
Here's how we translate these principles into the way we sell.
1) Make it for everyone
"Not every person lives in San Francisco. Not every engineer has the same skill level. Not every team uses the hottest framework."
For sales:
Not every customer is a deeply technical infrastructure engineer.
Not every buyer has the same level of experience with email systems.
Not every team evaluates tools the same way.
We are non judgmental and genuinely helpful to everyone from the most senior platform engineers to developers building their first app to the growing wave of "vibe coders" learning infrastructure for the first time.
That means we must be knowledgeable ourselves. We learn the product deeply so we can meet customers where they are, not where we assume they should be.
2) Friction must be zero
"We only have one chance to make a first impression, so the onboarding experience should be flawless."
For sales:
We don't gate information behind mandatory calls.
We don't hold back answers to force a meeting.
We don't create hoops for customers to jump through.
We meet customers where they are - email, async, call if they want one. We take on the friction so the customer doesn't have to. If that means more work on our side to avoid an unnecessary call, we do the work.
But friction isn't always bad - it's about being intentional. Sometimes a call genuinely helps: it uncovers needs the customer hadn't articulated, it builds trust, it gets them to the right solution faster. The difference is why we're asking. If it serves the customer, we ask. If it only serves us, we find another way.
We earn the right to ask for time by being helpful first.
3) Documentation is the product
"Most companies treat documentation as an afterthought. For us, documentation is not auxiliary to the product. Documentation is the product."
For sales:
For the product team, documentation is how developers learn and integrate.
For sales, documentation is how we capture and share what we're learning.
Every conversation teaches us something - about the market, about competitors, about what customers actually care about. Our job is to turn those conversations into knowledge the whole company can use.
Internal documentation of deals is just as important: clear status, next steps, learnings. When someone picks up an account, they should have full context without asking.
We don't hoard knowledge. We write things down. Our learnings become the playbook the team builds on.
4) Uptime is like water
"Uptime is as essential for infrastructure as water is essential for life."
For sales:
For infrastructure, uptime is everything. For sales, it's about relationship continuity.
Customers should never experience "relationship downtime." If someone is out, another team member can step in seamlessly - fully briefed, full context, invisible handoff.
When you talk to Resend, we always know what's going on with you. We know your last conversation, your last support ticket, your history with us. There's never a moment where you have to re-explain yourself.
This requires systems, but it also requires attitude. We take ownership of having context, not just expecting it to be handed to us.
5) Predictable by design
"The output of the product should be credible, consistent, and predictable."
For sales:
We don't oversell. We don't overpromise. We don't surprise customers with a different reality post-sale.
What we tell a customer should align with what they actually experience when they work with our product and our team.
This means being technical enough to understand what we're selling. It means tight alignment between sales, success, product, and engineering. It means saying "I don't know, let me find out" rather than making something up.
The transition from sales to success should feel seamless not like a bait-and-switch.
6) It must be fast
"When you load a page, when you visit the dashboard, when you make an API call, it can't be slow."
For sales:
Response time matters. Warm leads shouldn't sit for days.
But fast doesn't mean sloppy. Fast and accurate.
A quick "I'm looking into this, I'll get back to you by tomorrow" is better than silence. And then we actually get back to them by tomorrow.
Speed signals that we care. When someone feels pursued - not in an annoying way, but in a way that shows attention and responsiveness - it stands out. Most sales experiences don't feel like that.
7) No detail is too small
"For Resend to make an impact, it can't be just a little bit better than what's available out there. It needs to be an order of magnitude better."
For sales:
Most sales experiences feel generic. You're a statistic, one of hundreds in a sequence, hoping you're the one who says yes.
We believe sales can and should be done with the same care as great product.
That means thoughtful decks, clean email signatures, tailored messaging. It means noticing the small things: a customer's specific situation, a detail from a previous conversation, an opportunity to be genuinely helpful.
It means occasional moments of delight. Not generic swag, but something that shows we were paying attention.
It also means using the product ourselves. As part of onboarding, we go through the same product experience as our customers: build something, connect Resend, experience the friction points, file a friction log. When a customer says "I got stuck here," we know exactly what they're talking about because we've been there too. Sales is an extension of the product, not a separate function. We represent Resend in every interaction.