Cracking Quota Attainment and Sales Performance | Guy Rubin

This week on Topline, hosts AJ Bruno, Asad Zaman, and Sam Jacobs are joined by Guy Rubin, CEO of Ebsta, to discuss the 2025 GTM Benchmark Report and what its data reveals about sales performance, quota attainment, and the evolving role of revenue leadership.

Guy dives into how data from almost $50B in pipeline and 2,000 GTM leaders surfaces one stark reality: just 14% of sellers are driving 80% of new logo revenue, down from the classic 80/20 split of previous years. He argues this isn’t a quota attainment problem, it’s a leadership and consistency problem.

Ebsta is a revenue intelligence platform that helps B2B sales teams drive predictable growth by leveraging relationship and activity data. With real-time insights into pipeline health and sales performance, Ebsta empowers leaders to make informed, data-backed decisions. Find out more: https://www.ebsta.com/get-a-demo 

• Pavilion Topline Podcast on LinkedIn
• Guy Rubin on LinkedIn
• Ebsta Revenue Insights Newsletter

Highlights of Cracking Quota Attainment and Sales Performance

• The Sales Leadership Problem: Poor performance isn’t just about bad reps. Inconsistency in leadership, inspection, and enablement is a major bottleneck.
• From Lone Wolves to Playbooks: Top sellers are more self-sourced, more qualified, more multi-threaded – and they win more. But most reps are left without a clear, data-backed path to success.
• Data as a Sales Accelerator: With advanced tooling and AI, teams can now analyze every deal, stakeholder, call, and email. Insights from this data are powering a new generation of consistent, scalable quota attainment.
• RevOps is the New Gym: Guy compares RevOps to fitness training, it’s not a one-off project but ongoing optimization. Ebsta customers who adopted this approach saw 87% higher win rates and 21% shorter sales cycles in under a year.
• Reclaiming the 360 Seller: 46% of companies now expect AEs to manage prospecting, closing, and early-stage account growth. While challenging, Guy suggests that trust built in the sales cycle should carry over into post-sale expansion.
• Volatility & Outlook for 2025: Despite economic swings, Q1 saw 54% increases in deal values, 19% uptick in win rates, and a return to tighter, more efficient buying committees.

Standout Quote:

“The B players still want to win. It’s on leadership to show them how, with structure, benchmarks, and real-time feedback.”
Guy Rubin, CEO, Ebsta

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