At Microsoft I experienced how A/B testing grew from being occasionally used by a few teams in Bing and MSN several years ago to becoming widely used by many Microsoft products including Office, Windows, xBox, Skype, Visual Studio, and others. In some products it is already a standard required part of the software release process, helping ensure software quality, understand customer value, and make better data driven decisions. In others products it is growing steadily. At Microsoft, A/B testing is winning and will soon be part of everyone's daily job. However, when I left Microsoft to join Outreach, a startup that makes sales automation software, I got exposed to a different world. Even though Outreach provided A/B testing functionality, it was rarely used and the usage was often incorrect. While the need for trustworthy decision making through A/B testing in sales was clear, it was also clear that simply giving sales teams an A/B testing system like the one we had at Microsoft will not be enough. I learned that there is a big difference between a Microsoft engineer and a sales representative, with respect to their needs for successfully using A/B testing. In this talk I will discuss the gaps. What are our experimentation platforms, tools and processes, which were built for highly trained engineers, missing to make A/B testing truly available to everyone? I will also discuss ongoing work and future research directions to fill these gaps. While required to make A/B testing a success in sales, I believe that solving these problem will also help to increase adoption and successful usage of A/B testing in the software industry.