Some companies, like Dropbox, Box, and Slack, have been able to take off by creating products that spread like wildfire through word of mouth. But for most companies, seeds will mostly come through systematizing how you ensure your customers stay happy and get value from your service, and who then generate more referrals and lower attrition rates.

Seeds in many ways are the best type of lead, but they aren't perfect.

• Pros: Highly profitable—word-of-mouth leads are the fastest to close and have the highest win rates.
• Cons: You have much less control over how fast they grow.

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