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Jun 13, 2023 · 19m · top-founders

5 Ways to Grow Revenue in 2023 - Lessons from Analyzing 3M+ Deals

Guy Rubin · 13m spoken Nathan Latka · 46s spoken
0:00 / 0:00

gold bands on the timeline = statements, start to end. Hover to read, click to jump. CC turns on captions

Guy Rubin presents a data-backed framework derived from analyzing millions of B2B transactions to counteract declining win rates and extended sales cycles. The presentation illustrates how automated CRM data capture, relationship scoring, strategic multi-threading, and objective pipeline analytics create predictable revenue growth.

How this conversation actually went

Every chapter scored 0–10 on four independent dynamics. Hover any point for the reasoning behind the score. Nathan holds 4.6% of the talking time here. How this is scored →

Nathan as informed peer 0.0 Guest teaching 0.0 Guest disagreement 0.6 Nathan pushing back 0.0
05100:0010:000:55–4:08 · Nathan as informed peer 0/10 Current Sales Headwinds and Core Relationship Drivers Guy Rubin presents a keynote address detailing current sales headwinds, win-rate drops, and CRM data hygiene issues. Because this is a solo conference presentation without host interaction, host-side metrics are scored at zero.4:09–6:21 · Nathan as informed peer 0/10 Scoring Relationship Engagement and Stakeholder Timing Guy continues his stage presentation, explaining how relationship engagement scoring and stakeholder timing impact win rates. The segment is entirely a presentation monologue.6:21–10:13 · Nathan as informed peer 0/10 Structured Pipeline Reviews and Rep Performance Analytics Guy explains pipeline review dashboards, rep pacing metrics, and the inefficiency of deals that linger before closing lost. There is no host involvement.10:13–12:50 · Nathan as informed peer 0/10 Real-Time Forecasting Alignment and Key Takeaways Guy finishes his seven-step framework on real-time forecasting and responds to an audience question about managing defensive sales reps during pipeline reviews.12:50–19:03 · Nathan as informed peer 0/10 Q&A: Deal Complexity and Applicability Across Business Models An audience member asks about the risks of over-automated multi-threading offending prospects, prompting Guy to explain how historical deal analysis uncovers optimal stakeholder timing. The host remains non-participatory.0:55–4:08 · Guest teaching 0/10 Current Sales Headwinds and Core Relationship Drivers Guy Rubin presents a keynote address detailing current sales headwinds, win-rate drops, and CRM data hygiene issues. Because this is a solo conference presentation without host interaction, host-side metrics are scored at zero.4:09–6:21 · Guest teaching 0/10 Scoring Relationship Engagement and Stakeholder Timing Guy continues his stage presentation, explaining how relationship engagement scoring and stakeholder timing impact win rates. The segment is entirely a presentation monologue.6:21–10:13 · Guest teaching 0/10 Structured Pipeline Reviews and Rep Performance Analytics Guy explains pipeline review dashboards, rep pacing metrics, and the inefficiency of deals that linger before closing lost. There is no host involvement.10:13–12:50 · Guest teaching 0/10 Real-Time Forecasting Alignment and Key Takeaways Guy finishes his seven-step framework on real-time forecasting and responds to an audience question about managing defensive sales reps during pipeline reviews.12:50–19:03 · Guest teaching 0/10 Q&A: Deal Complexity and Applicability Across Business Models An audience member asks about the risks of over-automated multi-threading offending prospects, prompting Guy to explain how historical deal analysis uncovers optimal stakeholder timing. The host remains non-participatory.0:55–4:08 · Guest disagreement 0/10 Current Sales Headwinds and Core Relationship Drivers Guy Rubin presents a keynote address detailing current sales headwinds, win-rate drops, and CRM data hygiene issues. Because this is a solo conference presentation without host interaction, host-side metrics are scored at zero.4:09–6:21 · Guest disagreement 0/10 Scoring Relationship Engagement and Stakeholder Timing Guy continues his stage presentation, explaining how relationship engagement scoring and stakeholder timing impact win rates. The segment is entirely a presentation monologue.6:21–10:13 · Guest disagreement 0/10 Structured Pipeline Reviews and Rep Performance Analytics Guy explains pipeline review dashboards, rep pacing metrics, and the inefficiency of deals that linger before closing lost. There is no host involvement.10:13–12:50 · Guest disagreement 1/10 Real-Time Forecasting Alignment and Key Takeaways Guy finishes his seven-step framework on real-time forecasting and responds to an audience question about managing defensive sales reps during pipeline reviews.12:50–19:03 · Guest disagreement 2/10 Q&A: Deal Complexity and Applicability Across Business Models An audience member asks about the risks of over-automated multi-threading offending prospects, prompting Guy to explain how historical deal analysis uncovers optimal stakeholder timing. The host remains non-participatory.0:55–4:08 · Nathan pushing back 0/10 Current Sales Headwinds and Core Relationship Drivers Guy Rubin presents a keynote address detailing current sales headwinds, win-rate drops, and CRM data hygiene issues. Because this is a solo conference presentation without host interaction, host-side metrics are scored at zero.4:09–6:21 · Nathan pushing back 0/10 Scoring Relationship Engagement and Stakeholder Timing Guy continues his stage presentation, explaining how relationship engagement scoring and stakeholder timing impact win rates. The segment is entirely a presentation monologue.6:21–10:13 · Nathan pushing back 0/10 Structured Pipeline Reviews and Rep Performance Analytics Guy explains pipeline review dashboards, rep pacing metrics, and the inefficiency of deals that linger before closing lost. There is no host involvement.10:13–12:50 · Nathan pushing back 0/10 Real-Time Forecasting Alignment and Key Takeaways Guy finishes his seven-step framework on real-time forecasting and responds to an audience question about managing defensive sales reps during pipeline reviews.12:50–19:03 · Nathan pushing back 0/10 Q&A: Deal Complexity and Applicability Across Business Models An audience member asks about the risks of over-automated multi-threading offending prospects, prompting Guy to explain how historical deal analysis uncovers optimal stakeholder timing. The host remains non-participatory.

speaking balance: gold is Nathan, purple is the guest (3 minute bins)

0:00 · Nathan 29.2% · guest 70.8%0:00 · Nathan 29.2% · guest 70.8%3:00 · Nathan 0% · guest 100%3:00 · Nathan 0% · guest 100%6:00 · Nathan 0% · guest 100%6:00 · Nathan 0% · guest 100%9:00 · Nathan 0% · guest 100%9:00 · Nathan 0% · guest 100%12:00 · Nathan 0% · guest 100%12:00 · Nathan 0% · guest 100%15:00 · Nathan 0% · guest 100%15:00 · Nathan 0% · guest 100%18:00 · Nathan 0% · guest 100%18:00 · Nathan 0% · guest 100%
Sharpest disagreement ▶ 16:05 Horse and Cart Analogy

Guy firmly pushes back on edge-case skepticism by asserting most sales orgs need basic data discipline before worrying about advanced automation pitfalls.

 Hardest push from Nathan ▶ 15:30 Audience Challenge on SDR Multi-Threading

An audience member questions Guy's recommendation to maximize stakeholder reach, pointing out automated LinkedIn outreach can offend key target decision-makers.

 Biggest teaching moment ▶ 2:30 Exposing CRM Data Inaccuracy

Guy educates the audience by sharing that most companies have less than half their active relationships logged in CRMs when relying on manual entry.

 Nathan holds their own ▶ 17:05 Prescribing Historical Deal Analysis

Guy demonstrates deep domain expertise by outlining how analyzing won versus lost deal histories identifies the exact moment to involve executive buyers.
the scores for every segment, with the reasoning behind each
ChapterTopicNathan as informed peerGuest teachingGuest disagreementNathan pushing backWhy
Current Sales Headwinds and Core Relationship Drivers 0000 Guy Rubin presents a keynote address detailing current sales headwinds, win-rate drops, and CRM data hygiene issues. Because this is a solo conference presentation without host interaction, host-side metrics are scored at zero.
Scoring Relationship Engagement and Stakeholder Timing 0000 Guy continues his stage presentation, explaining how relationship engagement scoring and stakeholder timing impact win rates. The segment is entirely a presentation monologue.
Structured Pipeline Reviews and Rep Performance Analytics 0000 Guy explains pipeline review dashboards, rep pacing metrics, and the inefficiency of deals that linger before closing lost. There is no host involvement.
Real-Time Forecasting Alignment and Key Takeaways 0010 Guy finishes his seven-step framework on real-time forecasting and responds to an audience question about managing defensive sales reps during pipeline reviews.
Q&A: Deal Complexity and Applicability Across Business Models 0020 An audience member asks about the risks of over-automated multi-threading offending prospects, prompting Guy to explain how historical deal analysis uncovers optimal stakeholder timing. The host remains non-participatory.

Statements from this episode (8)

Assertion Not checkable as stated
Rubin: Nearly 20% of sales reps lack an assigned quota
“What was even scarier is that nearly 20% of reps actually don't even have a quota.”
Guy Rubin Jun 13, 2023 ▶ 0:55
Assertion Not checkable as stated
Rubin: B2B win rates fell 15% and deal sizes dropped one-third
“So less than 15% of or win rates dropped by 15%. Average deal values went down by a third, and sales cycles were continued to increase to buy an extra 30%.”
Guy Rubin Jun 13, 2023 ▶ 1:08
Assertion Not checkable as stated
Rubin: Structured qualification methodologies can double sales win rates
“We also saw that you can double your win rates with better sales methodologies. So introducing a med pick or a medic or a band type process to do your qualification and really making sure it's being used correctly.”
Guy Rubin Jun 13, 2023 ▶ 1:53
Assertion Not checkable as stated
Rubin: No Company Has Over 70% of Active Relationships in CRM
“So we have been doing this now for a decade, and we've never found a company with more than 70% of their active relationships in CRM. And usually it's less than 50%.”
Guy Rubin Jun 13, 2023 ▶ 2:56
Assertion Not checkable as stated
Rubin: 98% of CRM Contacts Have No Active Relationship
“But then when we analyze the data, we can see that there really is no relationship with 98% of the contacts they registered in the CRM.”
Guy Rubin Jun 13, 2023 ▶ 3:43
Assertion Partly supported
Rubin: Only 30% of Opened Sales Opportunities Close Won
“Because from the analysis we've done, only 30% of the opportunities opened close one.”
Guy Rubin Jun 13, 2023 ▶ 9:14
Assertion Supported
Rubin: Lost Deals Spend Twice as Long in Pipeline as Won Deals
“And the deals that close lost spend twice as long in pipe as deals that close one.”
Guy Rubin Jun 13, 2023 ▶ 9:19
Opinion
Rubin: Most sales reps and managers are not strategic thinkers
“Frankly, the sales guys and most of the sales managers aren't particularly strategic in their thinking.”
Guy Rubin Jun 13, 2023 ▶ 12:00
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