On this episode of the Go To Market Podcast, we’re joined by Guy Rubin, a true trailblazer in the revenue operations space. As the founder of Ebsta, a company known for its groundbreaking data-driven insights into customer engagement, Guy has spent years at the forefront of sales intelligence and go-to-market strategy. Now, as the newly appointed Managing Director of Insights at Fullcast, he’s bringing that same visionary approach to help revenue leaders harness data and technology to drive growth.
What makes Guy such a fascinating guest is his unique vantage point: he has lived the journey from startup founder to strategic leader within one of the most innovative GTM organizations today. Along the way, he’s guided companies through seismic shifts in technology, customer expectations, and sales strategy. His work on the annual Go-To-Market Benchmark Report has become a trusted resource for CROs and RevOps leaders worldwide, offering a clear-eyed view of what separates top performers from the rest.
In our conversation, Guy discusses the latest findings from this year’s benchmark report, shares his perspective on the widening performance gap in sales, and explains why AI should be used to amplify—not replace—the human relationships that fuel revenue.
Here are some interview highlights:
Amy Cook: Before we dive into today’s main topic—the benchmark report—let me ask: why did you choose Fullcast?
Guy Rubin: If we step back a bit, it became clear earlier this year that go-to-market technology is on the verge of massive transformation over the next three years. The tech stack we’ll see in the near future will look completely different from what’s in place today.
As CEO of Ebsta, which I consider one of the most innovative companies in the space, I had to take a hard look at how we could compete and win. That meant facing some tough choices: either raise big or join a bigger business.
When I surveyed the market, we had three or four interested acquirers. But the chance to work with the Fullcast leadership team—especially Ryan Westwood, whom I’ve known for several years—stood out. The way the team operates, the alignment of values, and the shared passion for innovation made it a natural fit. It felt like a marriage made in heaven. Once we made the decision, the process moved very quickly.
Amy: I couldn’t agree more. Ebsta was a natural fit for us—your research capabilities, innovation, and leadership team are remarkable. Now we can go to market as one team, with an incredible research arm guiding us.
So let’s get into that. Guy, you’ve been putting together benchmark reports for go-to-market teams for how many years now?
Guy: This will be our fourth year. We’ve worked with Pavilion to gather market data, and this year’s report is our most comprehensive yet. We analyzed over 650,000 opportunities, representing nearly $48 billion in pipeline. For the first time, we also interviewed more than 2,000 CROs and expanded the analysis beyond new business to include renewals, upsells, and cross-sells.
Amy: That’s incredible. The report will be available to download soon, but what stood out this year?
Guy: There are a few things, but one of the most striking is the widening gap between top-performing sellers and everyone else. A few years ago, top performers were about 6x stronger than average sellers. Today, that’s over 10x. In fact, just 14% of sellers now generate 80% of new-logo revenue.
Amy: Do we know what differentiates those top sellers?
Guy: Yes—several things. At the top of the funnel, top performers are three times more likely to source their own opportunities. During discovery, they’re nearly four times more likely to qualify out deals early, saving time and resources.
Here’s the reality: sellers spend less than 15% of their time on revenue-generating deals. Most of their energy goes into opportunities that end up lost. Top sellers, by contrast, focus relentlessly on the right opportunities.
Amy: If I remember correctly, fewer than half of sellers are hitting quota now, right?
Guy: Actually, it’s worse. Fewer than 25% of sellers have consistently hit quota over the last four quarters. That’s just not sustainable.
Guy: Here’s another key takeaway. . .
