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Why Do You Win and Lose Deals? Insights from Guy Rubin, CEO of Ebsta, at Inbound 2023

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 Ebsta’s process for producing insights reports, guiding you through an example from an anonymous company, to help you to understand why you win and lose deals.

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

Guy’s Presentation: Insight Report Teardown

Time Stamps:

  • 01:50 – About Guy Rubin and Ebsta
  • 02:38 – Ebsta insight reports
  • 04:30 – Six key considerations when building a predictable revenue engine
  • 08:35 – Building a leaderboard of AEs
  • 09:31 – Three key areas for understanding deal win rates
  • 17:27  – Final takeaways


Six Factors That Drive Predictable and Efficient Growth

1. Ideal Customer Profile (ICP) 

When targeting ICP customers or prospects, win rates are four times higher. Thus, instead of working on any and every lead that comes through, teams need to focus on targeting the specific companies that have the propensity to buy your product. 

2. Intent

Ebsta has seen a 592% increase in sales velocity with high first and third-party intent signals, such as content engagement, product usage, and topic clusters.

3. Personas

Part of Ebsta’s insights report involves going back four quarters to see the personas a team should be engaging with at each stage of the sales process. Targeting the right relationships at the right time can boost a company’s velocity by 171%.

4. Relationships

In B2B sales, relationships drive revenue so it is important to build these relationships up to become strong. You can see a +633% win rate with stronger relationships.

5. Deal Qualification

Good quality deal qualification has a great impact on win rates. By making sure that you are using a qualification methodology and being diligent that your whole team is filling it out before they progress through the sales cycle can have a massive material impact on your win rates (311%).

6. Time

Time kills all deals. More specifically, deals that run for greater than 50% of the average sales cycle decrease win rates by 90%. There are huge inefficiencies in the ways that sales teams are operating and this needs to change.

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