How do I build a sales system that will replace my sales reps?

Most products won't sell themselves - so whilst I like the way you're thinking, I'm quite sure that a good sales rep will outperform a sign up form every time.

This question would benefit from a bit more information on your specific service, but I'll answer in general in hope that it will be beneficial to you and other considering the same strategy. The choice of strategy depends on several things. For a "low touch" strategy to work the following need to be true: The product is non-invasive for your clients. (It brings little to no change to how they do business today) It has a small financial footprint that minimizes financial risk to the buyer (relative to your target audience frame of reference) The client needs no training or help setting the product up. The client is familiar with the product category, its application and benefits and the client can make an informed decision on their own, without consulting a human being. There are several more aspects that would need to be examined before doing something drastic, but I'll start with these. Overall, I would argue that it's generally not a solid growth strategy to have 0 sales people and I would recommend optimizing and streamlining the sales process and resources it uses rather than completely ignoring its benefits. A potential workflow could be: Use a content marketing approach to generate leads Use marketing automation to score and sort these leads Segment sales-ready low-touch leads that can buy on their own and the accounts which has more growth potential but require more attention to reach that potential Hand the latter segment leads to an inside sales team that has the right people, processes and tools to qualify these leads, pass them back to nurturing if they're not ready, move them to the low-touch flow if they're too small and continue the sales effort on only the strategically important ones. Make sure that you have a chance to help these clients with whatever you do, that you have the ability to compete and win the opportunity and that the client has the potential to be profitable for you despite dedicating sales resources to the opportunity. Walk away from opportunities that are unlikely to be profitable as early as possible in the sales pipeline. Dedicate sales resources to nurture your strategic clients to let them grow and get referrals to other clients with the same potential. Something like this would optimize your sales costs but still make sure you could be more than a commodity and  keep the door open to target larger accounts.