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B2B Sales Benchmarks: INBOUND ‘23 Special with Guy Rubin, CEO of Ebsta

This week on the Revenue Insights Podcast, we head over to Inbound 2023 to hear from Guy Rubin, CEO of Ebsta.

In this episode, Guy discusses the Ebsta 2023 B2B Sales Benchmark Report, highlighting the good, bad, and shocking statistics it uncovered. Tune in as he shares three stages for building a predictable revenue engine, the different priorities for powering revenue functions depending on the stakeholder, and why early intervention for deal slippage is crucial. To dive deeper into the presentation, you can access the slides that go along with the presentation here or watch the full video here.

Guy Rubin is the Founder and CEO of Ebsta and is passionate about helping B2B sales teams scale their revenue engine. Having been founded in 2012, Ebsta now delivers real-time forecasting tools and uses engagement trends to benchmark live pipelines against previously close-won deals. 

Guy Rubin on LinkedIn

Time Stamps:

  • 00:42 – About Guy Rubin 
  • 01:20 – What is the benchmark report?
  • 02:43 – The good news from the report
  • 03:03 – The shocking results
  • 04:18 – Boston Consulting Group analysis
  • 04:42 – Three steps for building a predictable revenue engine
  • 04:55 – Step one: data
  • 06:40 – Step two: insights
  • 11:33 – Step three: processes
  • 14:33 – Powering revenue operations for different stakeholders
  • 16:08 – Early intervention for deal slippage
  • 18:50 – Key takeaways
  • 20:28 – Questions and answers

Highlights:

Three Steps for Building a Predictable Revenue Engine

Step One: Data

It is impossible to build a data-driven, predictable revenue engine without consistent data, and you cannot have consistent data if you’re relying on AEs and SDRs manually logging their activity. In order to guarantee consistent data, Guy recommends implementing an engine to automatically keep the data clean and up to date, as well as ensuring you have the technology in place to capture all of the activity and signals around the organization.

Step Two: Insights

Once you have an engine in place, you can look at the signals that drive revenue. The first is to ensure you are targeting ICP, as sales velocity increases by around 400% if you target the right ICP. The second signal is intent data; you can increase your win rates by around 600% by targeting companies with high intent. Next is to identify the right personas that you’re engaging with, which can increase the velocity by 170%, followed by measuring the relationship strength. Then you need to consider your deal methodology, and it doesn’t really matter which you use, whether it be MEDDIC, MEDDPICC, or something else. The final consideration is time: time kills all deals. 

Step Three: Processes

You need to consider different insights and signals at different stages of the sales cycle. For example, at the prospecting stage, you must look at your ICP, determine their vertical market, when the right time to target them is, and ensure the intent is there. In the qualification process, utilizing a methodology is crucial.  

Take a listen to the podcast to hear more about each step, and head to the video for the full picture.

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