We’ve been the same team for 25 years. Bread & Butter is our third company together.
Both times before, we built software businesses from a handful of people to hundreds of employees, with a marketing department on one side and a sales team on the other. And both times, the same argument ran through the building. Sales said marketing wasn’t sending good enough leads. Marketing said sales wasn’t closing the leads they sent. There was never a shared record of what a lead had actually done, so both sides were right and nobody could prove it.
We tried to buy our way out. A CRM that cost tens of thousands a year. Heat maps and user-event tools for a few thousand more. A chatbot for a few hundred a month, which nobody could staff: visitors asked sales questions, salespeople wouldn’t sit on standby for chat, and marketers didn’t want to promise things they couldn’t deliver. Along the way we added social sign-in so our own customers could get into their accounts faster, and it worked. But it was one piece of a much larger set of tools, and the tools never talked to each other.
Every one of them recorded a slice of the same visitor. None of them told us who was serious.
Somewhere in the middle of that, we looked at what we’d built and made a decision: whatever we did next would be the bridge. One place where marketing and sales look at the same person, the same journey and the same score, built for the kind of company we’d always been, a small business that can’t afford a stack of tools or a consultant to run it.
At the same time we’d started to distrust some of what those tools promised. Reverse IP lookups told us a company had visited when it was really someone on a home connection or a VPN. Heat maps recorded every visit, but couldn’t say what any of it meant. We wanted the next company to be built on what people actually do on your site, and on nothing else.
Give sales nothing to do, and give marketing the tools to do better.
For sales, nothing new to learn. No extra dashboard, no chat window, no second login. The lead arrives where the rep already works, in the CRM, Slack or their inbox, with the research done, the journey attached and a first email drafted.
For marketing, proof. Which campaigns bring buyers rather than clicks, which pages hold serious visitors, which sources are worth more of the budget. A marketer should be able to walk into a leadership meeting with evidence of what’s working and a case for growing it.
We don’t follow people across the web, and we don’t guess who someone is from their IP address. We record what happens on your own website, from the first visit, and score every visitor on how serious they are. Nobody is named until they choose to engage with you: a form, a subscription, a purchase. From that moment, the whole journey they took to get there comes with them.
That’s a choice we made early and have kept. Here’s how that differs from visitor identification tools that track people without consent.
People ask. Look the phrase up and you’ll find the same definition everywhere: the thing a business depends on. The core. The revenue. Your bread and butter is what pays for everything else.
That’s what we work on. Not vanity metrics, not traffic for its own sake, but the leads that become customers and the customers that keep the lights on. The name is a reminder of what the product is for.
Every visit teaches Bread & Butter what a serious buyer looks like on your site, and every deal you mark won teaches it what a customer looks like. From there, matched prospects finds new people who look like the ones you’ve already won, researches them, and delivers them to your team a few at a time.
It runs alongside the analytics and CRM you already have, and replaces neither. There’s nothing to configure, no consultant to hire, and nothing for your sales team to change.
Headquartered in Vancouver, BC.