What separates your best sellers from everyone else?
The answer may already be sitting inside your revenue data.
In this episode of the Go-To-Market Podcast with Dr. Amy Cook, we revisit one of the most data-packed presentations from GTM Live, featuring Guy Rubin, founder of Ebsta and Managing Director of Revenue Intelligence at Fullcast.
Rubin takes revenue leaders inside a massive benchmark study analyzing more than 650,000 opportunities representing nearly $48 billion in pipeline, along with insights from more than 2,000 revenue leaders.
And some of the findings should make every CRO, RevOps leader, and sales executive pay attention.
Among the biggest:
Just 14% of sellers are responsible for 80% of new-logo revenue.
The performance gap between top sellers and everyone else has become enormous. Top performers manage more opportunities, maintain momentum through the sales cycle, qualify more aggressively, build stronger customer relationships, and spend their time on deals that actually have a chance of closing.
But Rubin argues that the solution isn't simply hiring more salespeople.
It's understanding what your best performers consistently do differently, and using your own revenue data to help the rest of the organization replicate it.
What Revenue Leaders Will Learn
In this episode, Rubin explores:
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Why top sellers dramatically outperform average sellers on sales velocity
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How poor qualification creates what looks like a late-stage pipeline problem
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Why sellers need permission to walk away from bad opportunities earlier
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How better qualification can shorten the sales cycle
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Why bringing finance into opportunities earlier can improve win rates
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Why customer relationships remain one of the strongest predictors of revenue
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How strategic C-suite QBRs can create expansion opportunities
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Why existing customers deserve far more attention from revenue teams
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How revenue intelligence can reveal exactly what top performers do differently
One particularly important finding involves customer expansion. When the previous two QBRs involve C-suite leaders, companies are seven times more likely to open a cross-sell or upsell opportunity, with a 45% win rate. When those QBRs happen below the C-suite, customers are four times more likely to churn.
The takeaway is surprisingly human for a presentation packed with data:
Relationships still drive revenue.
Technology can analyze conversations, clean data, identify patterns, and surface opportunities. But sellers still need to spend time doing what great sellers do best — talking to customers, building trust, understanding priorities, and creating momentum.
From GTM Live to the Revenue Roadshow
The conversations that started at GTM Live aren't staying in Utah.
This fall, Dr. Amy Cook and a mobile team of RevOps and go-to-market thought leaders are taking the conversation coast to coast with the Fullcast Revenue Roadshow.
Six stops. Six cities. One big question: How do revenue organizations turn better planning, cleaner data, stronger execution, and smarter compensation into more predictable growth?
The Revenue Roadshow brings the ideas, benchmarks, debates, and practical strategies of GTM Live directly to revenue leaders around the country.
Because the next breakthrough in your go-to-market strategy probably isn't another dashboard.
It may be discovering what your best people are already doing — and building a revenue organization capable of doing it consistently.
Watch the episode, dig into the benchmarks, and then join us on the road this fall. Visit www.fullcast.com for tour schedule and registration details!
