“There is an inflation in the usage of the term unicorn,” claimed Amit Bendov, CEO and co-founder of Gong, the conversation analytics startup which was valued at $7.25 billion in a funding round earlier this year. “Five years ago the reaction to becoming a unicorn was ‘wow’. But now almost any company with annual sales of $10 million is already worth $1 billion. However, there is also the real thing: Companies that are building a real business which the market is expecting to go a long way and is pricing them accordingly.”

Bendov was speaking during a panel hosted by Sophie Shulman as part of Calcalist and Discount Tech’s Unicorn Forum held on Sunday. “A company needs to grow and reach its real value and ultimately be profitable and create cash. Gong could be profitable today, but we decided to take the money from our growth and invest it in more growth,” added Bendov.