The B2B Revenue Executive Experience Episode 308: How to Win More with Less in B2B Sales with Guy Rubin
18 snips
Mar 19, 2024 
Guy Rubin, founder and CEO of Ebsta who builds revenue and relationship intelligence tools. He explains turning CRM into a reliable system of record, capturing off-platform signals like email, calendar, and product usage. He breaks down six key revenue signals, how marketing can lead go-to-market with data, and practical ways to fix data, surface insights, and enforce consistent sales processes.
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Relationship Score Predicts Win Probability
- Ebsta scores each relationship out of 100 and tracks trends daily to surface engagement strength.
- Win rates can be up to six times higher when engagement exceeds threshold levels in the score.
Use Qualification And Kill Stale Deals Fast
- Implement a consistent qualification methodology and close lost deals earlier to avoid wasted effort.
- Use benchmarks to know when deals have slipped and should be closed rather than left to stagnate.
Fix Data First, Then Add Intelligence
- Start with a relationship-intelligence fix to make CRM a reliable system of record before adding revenue intelligence.
- Then incrementally connect more signals and use AI to pre-populate qualification fields to reduce rep admin.