Share this article

Learn from the brightest minds how to predictably and efficiently grow revenue.

Related Content

Why Traditional Pipeline Management Is Dead with Kyle Morden 

In this episode of Revenue Insights, host Guy Rubin, CEO of Ebsta, sits down with Kyle Morden, Vice President of Sales at HiHello Inc., for a compelling discussion on pipeline management and the digital transformation of modern sales and the growing role of AI in revenue operations. With over two decades of sales leadership experience…

CRO Collective: Aligning Strategy, Systems, and Success with Guy Rubin

In this insightful episode of the CRO Collective Podcast, host Warren Zenna is joined by Guy Rubin, CEO of Ebsta, to discuss the current state and evolution of the Chief Revenue Officer (CRO) role in both the US and UK. With increasing recognition of the CRO’s strategic importance, they explore the systemic challenges, short tenures,…

Cracking Quota Attainment and Sales Performance with Guy Rubin, CEO of Ebsta

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…

 

The Ultimate Sales Rep Productivity Hack: Curtis Hommes of Workfront

Curtis Hommes jumped onto Sales Operations Demystified to share his knowledge and experience in Sales Operations and the ultimate sales productivity hack. Check out all the other episodes of Sales Operations Demystified here.

You can learn more about:

Tools Mentioned:

Key Takeaways

Simplify, simplify, simplify

Curtis states that if a process is too complex a rep will not complete it. He is also of the belief that the more restricted fields you have in the CRM, the worse your data will be.

This makes sense: salespeople have a hard enough job as it is, why make it harder with complex processes that hinder their progress towards what really matters?

The culture of your sales ops team

Every group of people that spends an extended period of time together will form a culture, including sales ops teams. Curtis states that you should be more deliberate about this… how do you want your sales ops team to behave and what do you want them to believe?

The core belief Curtis has instilled into his sales ops culture is that they are there to help sales reps succeed, not be a roadblock for them.

8 resources on data quality?

Workfront currently has 8 full-time resources focussed on data quality, 4 employed and 4 contractors. This is the most amount of resources I have seen committed to data quality in all 70 or so Sales Ops Demystified interviews.

Why?

Workfront has 130 reps that each have an individual territory, and for those to be effective… the data must be impeccable. To me, this sounds like the ultimate productivity hack: eradicate data issues and this will have a massive impact on rep productivity.

The only metric that really matters

Curtis states that Pipeline Value is the only metric that matters when it comes to measuring the performance of a sales organization. Using this metric, he can clearly see managers that are focussed on forecast rather than pipeline and coaches his manager to focus more on the latter.

To me, this seems like the difference between long term and short term thinking: are you just focused on surviving this quarter or are you focussed on thriving over the next three quarters?

Subscribe To Sales Ops Demystified:

Quote: