Our Guest: Guy Rubin is with Fullcast and was the founder and CEO of Ebsta. Guy is known for his deep work in GTM data, revenue insights, and sales efficiency. His latest discussion focuses on Fullcast’s 2026 State of GTM Benchmarks report, based on data from 316 B2B software and services companies with more than $75 billion in pipeline.

Episode Topics:

• The 2026 GTM benchmark report and what $75B in pipeline reveals about sales efficiency today.
• Why sales efficiency dropped by 28% and what’s driving the decline.
• The growing gap between top-performing sellers and the rest of the sales team.
• Why AI-generated volume does not automatically create better revenue outcomes.
• How companies using AI for rigor, qualification, and process are increasing revenue per seller.
• Why territory balance matters and how overloaded sellers lose depth, relationships, and win rates.
• Moving beyond round-robin lead distribution toward smarter routing based on seller expertise.
• Why forecasting based only on deal stage is no longer enough.
• How CRM, email, calendar, call recordings, and relationship data can create a more accurate revenue picture.
• The role of Revenue Insights as a Service for private equity firms and portfolio companies.
• Why generic BDR/SDR pipeline often creates noise instead of quality opportunities.
• How AE-led outbound, partnerships, communities, and customer introductions are becoming more efficient growth channels.
• Why ICP definition should be dynamic, data-backed, and based on real buying signals.
• How leadership teams can use simple, visual revenue insights to align around better GTM decisions.
• Why relationships still drive revenue, even in an AI-enabled sales environment.

Resources:

https://www.fullcast.com/ebooks/2026-benchmarks-report-the-state-of-gtm-in-2026/

https://www.fullcast.com/content/guy-rubin-inside-the-go-to-market-benchmark-report/

https://www.joinpavilion.com/resource/2025-gtm-benchmarks-ebsta-pavilion 

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