Assertion Partly supported AI assessment confidence: 85% certainty 4/5 debate potential 2/5

Rubin: Only 30% of Opened Sales Opportunities Close Won

Guy Rubin · 5 Ways to Grow Revenue in 2023 - Lessons from Analyzing 3M+ Deals · Jun 13, 2023 · at 9:14

Guy Rubin, CEO of Ebsta, discusses sales pipeline conversion benchmarks derived from Ebsta's dataset of B2B sales deals.

0:00 / 0:04exact quote · 4.9s

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“Because from the analysis we've done, only 30% of the opportunities opened close one.”

quote is from the automated transcript, cleaned for reading: filler sounds and stutters are removed, nothing is rephrased. names can be misheard (the analysis reads context, assessments check outside sources). how →

The claim, plainly

According to Ebsta's dataset analysis of B2B transactions, only 30% of opened sales opportunities close won.

a quote alone can be ambiguous, so this restates it with the references and context of the conversation around it resolved. AI-written; the tape below the player is the source.

Assessment

Guy Rubin (then-CEO of Ebsta) stated that Ebsta's own analysis found that only 30% of opened sales opportunities close won. However, in a December 2022 publication for the Sales Enablement Collective, Rubin explicitly attributed this exact metric ('only 30% of opportunities opened close won') to external research from Boston Consulting Group rather than Ebsta's proprietary dataset. While Ebsta's February 2023 B2B Sales Benchmark Report found a nearly identical win rate of 29% specifically for small deals (and later reported a 29% qualified win rate in its 2024 benchmark), its 2023 dataset showed significantly higher win rates for medium (up to 48%) and enterprise deals (up to 42%). The core number closely mirrors Ebsta's small-deal data, but the claimed finding and specific phrasing originated from BCG rather than Ebsta's overall dataset analysis.

In December 2022, Guy Rubin cited Boston Consulting Group for the exact statistic: 'In the report, one of the most interesting stats was that only 30% of opportunities opened close won.'
Ebsta's February 2023 B2B Sales Benchmark Report (analyzing 3.2M opportunities) found a 29% win rate for small deals, but win rates reached up to 48% for medium deals and 42% for enterprise deals.
Ebsta's subsequent March 2024 benchmark report reported an overall qualified win rate of 29% across 4.2 million opportunities.

Checked against

[1] ebsta.com [2] gtm.quest [3] ebsta.com [4] ebsta.com [5] sixandflow.com [6] salesenablementcollective.com [7] getlatka.com [8] getlatka.com

Ebsta 2023 B2B Sales Benchmark Report win rate opened opportunities close won "Ebsta" "2023 B2B Sales Benchmark Report" "win rate" OR "closed-won" OR "close-won" Ebsta B2B sales benchmark report 2023 win rate Ebsta 2023 B2B Sales Benchmark Report close won "Ebsta" "30%" "win rate" OR "closed won" OR "close won" 2023 site:ebsta.com "2023 B2B Sales Benchmark Report" "win rate" Ebsta 2023 B2B Sales Benchmark Report win rate 30% "Ebsta" "30%" "opportunities" "close won" "Boston Consulting" "30% of opportunities opened close won"

assessed as of 2026-09-02

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Mentioned

Ebsta Guy Rubin

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