37% ‘Data-Driven’ Growth in Under 12 Months ft. Shianne Sampson

In this episode of Revenue Insights, host Guy Rubin, CEO of Ebsta, sits down with Shianne Sampson, Global VP of Sales at Eventbrite, to explore how data-driven decision making, structured coaching, and intentional leadership can turn underperforming sales teams into high-performing engines of growth.

With over 18 years of experience scaling sales organizations at companies like Yelp and Zenefits, Shianne shares her playbook for building a culture of accountability, setting clear expectations, and making tough personnel calls that strengthen team performance.

From implementing side-by-side coaching strategies to using data to challenge assumptions and guide hiring, Shianne unpacks the leadership habits that drive sustainable results. She also highlights the importance of documenting sales processes, integrating AI and technology for smarter selling, and engaging C-suite stakeholders to unlock retention and growth opportunities.

Whether you’re restructuring a sales team or looking to scale effectively, this episode is packed with real-world insights and strategies to elevate your revenue organization.

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 

• Shianne Sampson on LinkedIn
• Eventbrite Website
• Guy Rubin on LinkedIn
• Ebsta Revenue Insights Newsletter

What You’ll Learn:

• The common mistakes that cause sales teams to plateau, and how to fix them
  How to use a 30-day assessment to reset sales processes and expectations
• Why data-driven leadership outperforms instinct, and how to build around it even if data isn’t your strength
• The “Passion Player” paradox and how to turn product enthusiasts into top-performing reps
• How documenting sales processes helps scale beyond tribal knowledge
• The “Would I Rehire?” method for evaluating team alignment and making tough personnel decisions
• Why “Maybes are nos” is a powerful lens for sales hiring and team audits
• Practical ways to implement consistent side-by-side coaching and performance feedback
• How AI and tech can enhance human sales efforts without replacing them
• Why clear expectations, accountability, and support are the pillars of a high-performance sales culture

Time Stamps:

• [00:00] Intro: Turning Around Underperforming Sales Teams with Shianne Sampson
• [02:40] Common Patterns Behind Sales Team Underperformance
• [05:44] Data-Driven Leadership: Moving Beyond Instinct 
• [13:17] The “Passion Player” Problem in Sales Hiring
• [17:14] Using AI and Technology to Drive Sales Excellence
• [22:30] Building a High-Performance Sales Culture
• [28:50] Making Tough Decisions: When to Let People Go
• [32:19] The “Would I Rehire?” Team Assessment Method
• [34:44] The Future of Sales Leadership and Team Alignment

Highlights of Data-Driven Growth:

The Common Pattern of Underperforming Sales Teams

When organizations hit revenue plateaus, they tend to face recurring issues: a lack of documented processes due to rapid growth, misaligned hiring decisions, premature promotions without proper support, inefficient use of tools, and weak pipeline management. The solution starts with a focused 30-day assessment to ask the right questions and understand the current state.

From there, the path forward includes establishing transparent processes, introducing accountability, and making difficult but necessary personnel changes. Removing the wrong people and bringing in the right talent lays the foundation for better team performance.

With structure in place, the focus turns to refining pipeline management and building a repeatable, scalable path to growth.

Data-Driven Decision Making in Sales Leadership

Shianne Sampson stresses the need for leaders to move away from instinct-based management and toward data-backed decision making. When concerns arise, like declining leads or missed goals, leaders should ask, “What does the data say?” Instead of relying on assumptions, compare team performance metrics and identify trends hidden beneath surface-level issues.

Even if data isn’t a leader’s strong suit, surrounding yourself with team members who excel in analytics ensures the business stays focused on facts, not hunches. This approach enables more accurate diagnoses and better long-term solutions across the sales organization.

The “Passion Player” Problem in Sales Hiring

Many companies fall into the trap of hiring “passion players”, people who love the product or industry but lack foundational sales skills. At Eventbrite, Shianne encountered top performers regarding product enthusiasm but discovered significant gaps in call control, qualification, and closing techniques.

Rather than dismiss these individuals, she saw an opportunity: pair their passion with daily coaching and call reviews to build strong sales fundamentals. Just like athletes reviewing game footage, these reps improved incrementally with focused feedback.

The key lies in blending emotional investment with professional training to create well-rounded, high-performing sellers.

Building High-Performance Sales Culture

Great sales cultures are built on clarity, accountability, and support. Shianne believes setting clear expectations and maintaining high standards are the cornerstones of successful teams. However, documentation is key; expectations around meetings, pipeline reviews, and goals should be written and shared to avoid micromanagement and ensure alignment.

When people know what’s expected and are held accountable, while also receiving support and coaching, performance and satisfaction both increase. Teams don’t just need direction; they need to feel challenged, trusted, and empowered to succeed.

The “Would I Rehire?” Team Assessment Method

One of the most powerful ways to assess team alignment is by asking, “Would I rehire this person today for their current role?” If there’s hesitation, that’s a signal worth investigating. Shianne encourages leadership teams to do a full audit of their organization using this method.

When someone no longer aligns with performance expectations or culture, making a timely decision benefits both the individual and the business. These decisions are never easy, but reframing them as helping people find a better fit ensures the organization remains focused, energized, and built for long-term success.

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• Why Value Alignment is the New Growth Engine, with Dan Sylvester, SVP of Revenue at SundaySky
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