Competitive advantage comes from doing things differently and better than competitors through increased market share and growth. Sustainable competitive advantage relies on attributes that are difficult to copy, such as creativity and innovation from employees. Recently, applied behavioral economics has gained attention from businesses as a way to achieve predictable revenue growth by understanding human behavior in buying and selling. Experimentation within sales organizations can provide sustainable competitive advantage but is underutilized due to rigid thinking and short-term goals; conducting controlled experiments with clear objectives can help sales organizations improve performance.