Episode 308: How to Win More with Less in B2B Sales with Guy Rubin

GUEST: Guy Rubin, Founder and CEO of Ebsta

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B2B sales teams are constantly seeking new strategies and tools to drive revenue growth.

One of the most powerful resources at their disposal is data and technology.

But that's just one piece of the puzzle.

So, today's question is:

How can you make revenue more predictable by aligning your go-to-market teams to win more with less?

To help us with this today, we have Guy Rubin, Founder and CEO of Ebsta. Guy is also a dad of two, an enthusiastic skier, and an avid football fan (even though he supports Tottenham Hotspur). He is passionate about helping B2B sales teams scale their revenue engine.

How Can These Six Strategic Insights Transform Your Sales Success?

Discovering the right strategies for increasing revenue involves understanding and acting on key insights. Ebsta's analysis of over 3.2 million opportunities reveals that focusing on six critical areas can significantly impact success rates. These include prioritizing your Ideal Customer Profile (ICP), using both first and third-party intent data to target ready-to-buy prospects, engaging the most influential personas throughout the sales cycles, assessing relationship strengths, employing structured qualification methodologies, and recognizing the importance of timing in closing deals.

“The idea of revenue intelligence is understanding all the signals around the business that influence revenue. And the truth is, most businesses don't have that data consistently in one place. So we're the only platform on the market that when you come on board with us, we analyze the last four quarters' worth of data signs and try and give you an understanding of the DNA of what good looks like for different types of deals in the business and help you build leaderboards of how the individual contributors are actually performing not just during a wholesale cycle, but actually at every stage of the sales process”.

Guy Rubin, Founder and CEO of Ebsta

Transform Your CRM with Relationship Intelligence

Relationship intelligence can significantly transform how your business handles data, making it more accessible and actionable. Regardless of the industry, the journey of improving data quality paves the way for gaining valuable insights and establishing reliable revenue predictions. This simplifies administrative tasks for sales reps by automating data entry and empowers them to focus on what truly matters: forging stronger connections.

Additionally, by integrating advanced AI tools to assist with methodologies and processes, businesses can seriously reduce the workload on their teams, enabling a focus on building relationships and driving growth. Embrace the change; start by fixing your data to unlock the full potential of your CRM, and witness the transformation in your operational efficiency and relationship management.

“We all live in a SaaS world, and sometimes we forget that there's a whole universe out there that isn't in SaaS. And I think what's been really interesting is to try and meet the customers where they are”.

Guy Rubin, Founder and CEO of Ebsta

Fueling SaaS Triumph

For any team launching a go-to-market strategy, especially in the SaaS world, achieving alignment across marketing, sales, and product teams is essential. You must embrace a data-driven approach led by marketing, as they are uniquely positioned to drive this alignment. Marketing's evolution from lead generation to owning revenue targets highlights the importance of understanding data signals correlating with high win rates.

This enables more effective targeting and engagement strategies, leading to incremental improvements across the customer lifecycle. Besides, investing in RevOps can provide a long-term strategic perspective, focusing on small, consistent improvements in win rates.

“Salespeople and sales leaders tend to be quite short-term focused. They're trying to solve specific problems right now. They want to get a deal over the line. RevOps is the opposite. RevOps is a long-term view”.

Guy Rubin, Founder and CEO of Ebsta

Mastering Relationships and Data for Sales Success

Unlocking success in any field, especially in sales, leans on being data-savvy along with mastering the art of relationship-building. The standout performers are those who don't just rely on analytics but also prioritize forging strong, meaningful connections within their markets. They recognize that these relationships are critical for driving revenue.

Moreover, these achievers manage their opportunities efficiently, progressing them steadily and not hesitating to cut losses when necessary. Embracing technology smartly, such as leveraging AI to streamline data capture and analysis, further empowers sales teams.

“Top performers had the broadest number of relationships in the market, but they're also building the most and the strongest relationships in the business”.

Guy Rubin, Founder and CEO of Ebsta

Now that you know how to make revenue more predictable by aligning your go-to-market teams to win more with less, discover the full list of episodes at The B2B Revenue Executive Experience. If you enjoy the show, instructions to rate and review it are found here.

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