1 00:00:00,870 --> 00:00:03,570 Hello and welcome to the Growth Workshop Podcast. 2 00:00:03,750 --> 00:00:07,650 In this podcast, we'll be sharing insights and hearing from other industry leaders 3 00:00:07,650 --> 00:00:11,850 to get their thoughts and perspectives on what growth looks like in modern business. 4 00:00:12,000 --> 00:00:13,859 Jonny Adams: Welcome to the Growth Workshop podcast. 5 00:00:13,859 --> 00:00:15,030 This is so exciting. 6 00:00:15,030 --> 00:00:19,079 I absolutely can't wait for today's episode and we've got a guest that's 7 00:00:19,079 --> 00:00:21,659 come back for a second time, so it must have been great the first time. 8 00:00:21,659 --> 00:00:22,479 Welcome Guy Rubin. 9 00:00:22,500 --> 00:00:22,840 How are you? 10 00:00:23,039 --> 00:00:23,519 Guy Rubin: Very good. 11 00:00:23,519 --> 00:00:24,539 Thank you so much for having me. 12 00:00:24,539 --> 00:00:26,189 Yeah, I enjoyed the first session so much. 13 00:00:26,189 --> 00:00:27,210 I decided to come back. 14 00:00:27,480 --> 00:00:28,050 Jonny Adams: Fantastic. 15 00:00:28,140 --> 00:00:30,944 And then interestingly, we've got our Managing Director, Alan 16 00:00:30,944 --> 00:00:32,430 Morton here for the first time. 17 00:00:32,430 --> 00:00:33,569 Alan Morton: I've finally been let in. 18 00:00:33,720 --> 00:00:35,250 Apparently this is where the magic happens. 19 00:00:35,295 --> 00:00:37,885 I hadn't actually received an invite before, so I'm very grateful. 20 00:00:38,095 --> 00:00:39,085 Dannii Mathers: This could be your last, Alan. 21 00:00:39,315 --> 00:00:41,645 Alan Morton: yeah I'm hoping I get invited back, like Guy. 22 00:00:42,335 --> 00:00:42,905 Jonny Adams: Fantastic. 23 00:00:43,175 --> 00:00:44,885 And we've got the wonderful Dannii Mathers. 24 00:00:44,885 --> 00:00:47,165 He's co-hosting today's workshop podcast. 25 00:00:47,165 --> 00:00:48,035 So welcome Dannii. 26 00:00:48,140 --> 00:00:48,710 Dannii Mathers: Thank you. 27 00:00:49,380 --> 00:00:51,270 Jonny Adams: We're gonna do a bit of an introduction and then we're gonna 28 00:00:51,270 --> 00:00:53,220 flood into an amazing conversation. 29 00:00:53,440 --> 00:00:57,560 We're gonna talk a little bit about how Guy who is the Founder of Ebsta 30 00:00:57,580 --> 00:01:01,720 and now Revenue Intelligence Director of Fullcast, how he's using an amazing 31 00:01:01,720 --> 00:01:06,310 insights report called The 'Revenue Insights as a Service' report and we're 32 00:01:06,310 --> 00:01:11,440 gonna talk about how Fullcast and SBR can really dovetail and work hand in glove 33 00:01:11,440 --> 00:01:15,620 in terms of taking those insights and turning them to actionable insights to 34 00:01:15,620 --> 00:01:18,980 actually change and support organizations moving forward in the sales space. 35 00:01:19,370 --> 00:01:21,920 So we are gonna go through a number of things through the chapters that 36 00:01:21,920 --> 00:01:25,340 sit within the report, and then we're gonna have a great discussion between 37 00:01:25,340 --> 00:01:29,810 Dannii, Alan, and Guy all about how do we actually help organizations change 38 00:01:29,810 --> 00:01:30,725 and implement that for the future. 39 00:01:31,960 --> 00:01:35,350 So just before we jump in though, we're just gonna ask you Guy just to give 40 00:01:35,350 --> 00:01:39,460 a little bit of background, really pithy summary on who Fullcast are and 41 00:01:39,460 --> 00:01:42,070 a little bit about the RIaaS report that we're gonna talk about today. 42 00:01:42,160 --> 00:01:44,440 And then Alan, we're gonna come to you just to do a little bit of shaping around 43 00:01:44,440 --> 00:01:45,565 SBR Consulting and the partnership. 44 00:01:46,315 --> 00:01:46,765 Over to you Guy. 45 00:01:46,975 --> 00:01:47,395 Guy Rubin: Very good. 46 00:01:47,395 --> 00:01:48,145 Thank you Jonny. 47 00:01:48,164 --> 00:01:49,035 My name's Guy Rubin. 48 00:01:49,085 --> 00:01:51,604 I was the CEO and founder of Ebsta. 49 00:01:51,604 --> 00:01:54,294 Ebsta was sold a Fullcast in August last year. 50 00:01:54,484 --> 00:01:58,324 Fullcast are building a revenue platform for revenue leaders. 51 00:01:58,324 --> 00:02:01,264 That includes everything from territory planning and commissions 52 00:02:01,454 --> 00:02:04,564 through to revenue intelligence and and marketing automation as well. 53 00:02:04,564 --> 00:02:06,004 That's a little bit about Fullcast. 54 00:02:06,034 --> 00:02:08,374 One of the, one of the really interesting things being part of a 55 00:02:08,374 --> 00:02:11,884 bigger business is that we get access to incredible insights from all 56 00:02:11,884 --> 00:02:13,384 the products in the revenue stack. 57 00:02:13,664 --> 00:02:17,504 And what we've developed is a light touch report that allows customers 58 00:02:17,504 --> 00:02:21,084 to dip toes by connecting all their disparate data sources to our platform. 59 00:02:21,274 --> 00:02:24,424 And we deliver back a report that that gives them effectively an audit 60 00:02:24,424 --> 00:02:25,444 their whole go to market motion. 61 00:02:26,069 --> 00:02:28,829 And they get the first report goes back a year, and then every quarter I get 62 00:02:28,829 --> 00:02:31,469 to sit with the leadership team and walk them through all of their latest 63 00:02:31,469 --> 00:02:34,589 insights, highlighting what they're doing well, what needs attention 64 00:02:34,619 --> 00:02:36,209 that will help 'em to drive growth. 65 00:02:36,219 --> 00:02:38,439 Jonny Adams: And just bring that to life 'cause the audience always can 66 00:02:38,439 --> 00:02:39,669 create pictures in their own minds. 67 00:02:39,669 --> 00:02:43,499 So in the last three months you don't need to name companies, but just an 68 00:02:43,499 --> 00:02:46,879 example where you're sharing this report give us a scenario and environment. 69 00:02:47,119 --> 00:02:47,389 Guy Rubin: Yeah. 70 00:02:47,389 --> 00:02:52,064 Our target customers are turning over somewhere between 30 and 300 million ARR. 71 00:02:52,064 --> 00:02:56,564 Most of our customers are PE backed and everybody that we talk to at 72 00:02:56,564 --> 00:02:59,054 the moment is having a, is having challenges around go to market. 73 00:02:59,204 --> 00:02:59,594 Okay. 74 00:02:59,644 --> 00:03:02,224 We saw in the data most people will know we also produce 75 00:03:02,224 --> 00:03:03,454 benchmark reports every year. 76 00:03:03,794 --> 00:03:06,554 We're seeing on average three quarters of sellers misquote last year. 77 00:03:07,079 --> 00:03:07,529 Okay. 78 00:03:07,529 --> 00:03:10,769 And just 14% of sellers are now responsible for 80% of new logo revenue. 79 00:03:11,039 --> 00:03:13,409 So the, our go to market motions are broken. 80 00:03:13,719 --> 00:03:16,689 And this kind of brute force approach to using AI just to flood 81 00:03:16,689 --> 00:03:19,809 the top of funnel isn't necessarily leading to better outcomes. 82 00:03:19,814 --> 00:03:22,694 We're seeing win rates drop and average deal values go down. 83 00:03:22,934 --> 00:03:24,794 And time to close elongated. 84 00:03:25,064 --> 00:03:29,024 So AI is a phenomenal set of tools, but we need to be using it to be, 85 00:03:29,264 --> 00:03:32,704 to work smarter, not just flooding top of funnel with irrelevant leads. 86 00:03:33,304 --> 00:03:33,604 Jonny Adams: Brilliant. 87 00:03:33,604 --> 00:03:36,814 And I think what you are jumping perfectly into is what is the shape of 88 00:03:36,814 --> 00:03:39,094 the go-to-market engine moving forward? 89 00:03:39,144 --> 00:03:39,984 And that's really interesting. 90 00:03:40,294 --> 00:03:41,524 If we think back to the partnership. 91 00:03:41,524 --> 00:03:44,354 We've known you for many years, a friend, a partner and it's great 92 00:03:44,354 --> 00:03:45,404 to spend some time with you. 93 00:03:45,674 --> 00:03:50,514 I'm gonna go to Alan to, to share a little bit about, SBR Consulting, what are we 94 00:03:50,514 --> 00:03:54,144 doing in 2026, but also how does the partnership work with Fullcast and the 95 00:03:54,144 --> 00:03:55,844 RIaaS report that guy just spoke about. 96 00:03:56,044 --> 00:03:57,984 Alan Morton: I'm answering the last question first. 97 00:03:57,984 --> 00:04:01,844 I think the key thing that Guy and the team Fullcast do an amazing job 98 00:04:01,844 --> 00:04:04,934 of, he's mentioned the benchmarks, is removing some of that subjectivity. 99 00:04:05,364 --> 00:04:08,569 And let's go past opinion and actually look at the data. 100 00:04:08,719 --> 00:04:13,579 And actually that ability to actually compare and contrast how an individual 101 00:04:13,579 --> 00:04:19,099 organization's performing versus a benchmark which is as rich as the team 102 00:04:19,099 --> 00:04:23,629 at Fullcast produces is incredible and gives us a great basis to then 103 00:04:23,629 --> 00:04:27,399 actually think about if the gaps are clear, how do you close those gaps? 104 00:04:27,579 --> 00:04:32,079 And then actually, if the interventions are in place, are we seeing the impact 105 00:04:32,079 --> 00:04:35,139 and the outcomes that you would expect in terms of the data going through? 106 00:04:35,419 --> 00:04:37,099 Guy and I have known each other for a long time. 107 00:04:37,099 --> 00:04:39,439 In fact, actually I think the first podcast we did together was the 108 00:04:39,439 --> 00:04:41,179 Ebsta podcast a number of years ago. 109 00:04:41,179 --> 00:04:45,709 So it's always a pleasure being here and, it ties in really with what we focus on 110 00:04:46,039 --> 00:04:48,819 at SBR, which is, execution excellence. 111 00:04:48,819 --> 00:04:51,609 Fundamentally, we're a growth consultancy, transformation, 112 00:04:51,609 --> 00:04:53,199 enablement, and effectiveness. 113 00:04:53,349 --> 00:04:54,849 And really throughout that. 114 00:04:55,274 --> 00:04:58,694 It's the ability to actually think about outcomes. 115 00:04:59,114 --> 00:05:02,924 And how our clients can deliver better outcomes from the commercial teams, but 116 00:05:02,924 --> 00:05:06,404 most importantly, how they can get that clarity in a really data-driven way. 117 00:05:06,764 --> 00:05:09,634 And definitely looking forward to sharing some of the thoughts that we have as 118 00:05:09,634 --> 00:05:14,164 you think about capability and how we can really measure that as well as 119 00:05:14,224 --> 00:05:18,094 some of the aspects that might appear in terms of pipeline health coverage, 120 00:05:18,779 --> 00:05:22,379 velocity, all those other incredible insights that the Fullcast team are... 121 00:05:22,379 --> 00:05:24,689 Jonny Adams: it's like you two are like the perfect trailer for this episode. 122 00:05:24,779 --> 00:05:27,779 It is you tease us, you tell us, and then all of a sudden we're gonna unpack 123 00:05:27,779 --> 00:05:29,399 it all later and then watch the movie. 124 00:05:29,679 --> 00:05:33,923 I'm gonna move us all to a pithy summary response on this first question then what 125 00:05:33,923 --> 00:05:37,823 we're gonna do is we're actually gonna go through the RIaaS report and the chapters. 126 00:05:38,053 --> 00:05:41,283 And then we're gonna connect what's the insights that Fullcast can glean from 127 00:05:41,283 --> 00:05:42,993 working with organizations in that report? 128 00:05:43,353 --> 00:05:46,053 And then Alan and Dannii are gonna talk about how do you close those gaps? 129 00:05:46,053 --> 00:05:48,963 So it's a really exciting next 30 minutes or so. 130 00:05:49,623 --> 00:05:53,823 So the question really, we're in 2026, the world is changing, right? 131 00:05:54,003 --> 00:05:56,943 There's so much noise going on about AI at the moment. 132 00:05:57,153 --> 00:05:59,853 There's other topics that we also need to be aware of, right? 133 00:05:59,853 --> 00:06:03,723 It's not just AI, but what is the state of the go to market 134 00:06:03,723 --> 00:06:06,123 engine at the moment in 2026? 135 00:06:06,933 --> 00:06:08,518 Dannii Mathers over to you. 136 00:06:09,658 --> 00:06:13,183 Dannii Mathers: So I would say, and we were talking about this just early 137 00:06:13,183 --> 00:06:17,983 on, I think right now there are so many shiny new tools being thrown 138 00:06:17,983 --> 00:06:23,053 around everywhere, and it's creating almost a little bit of anxiety of, 139 00:06:23,113 --> 00:06:24,523 okay, what do we need to use first? 140 00:06:24,523 --> 00:06:28,363 We need to be showing that our go-to market teams are utilizing AI. 141 00:06:29,113 --> 00:06:32,473 And I don't think there's much thought behind the strategy of how this should 142 00:06:32,473 --> 00:06:35,143 be executed in a meaningful way. 143 00:06:35,773 --> 00:06:41,113 And what I'm seeing is we talk about data is it's really shining a torch on 144 00:06:41,113 --> 00:06:43,633 how critical now those data pieces are. 145 00:06:44,053 --> 00:06:47,073 Because quite often people will just be looking at the, the lagging 146 00:06:47,073 --> 00:06:49,923 indicators, okay, these are the data numbers we wanna get to. 147 00:06:50,283 --> 00:06:54,243 And almost ignoring all these important data sets that make that up. 148 00:06:54,243 --> 00:06:55,383 The how, the whats. 149 00:06:56,118 --> 00:06:59,988 And now I think AI's really shining a light on what's actually broken. 150 00:07:00,438 --> 00:07:03,228 Because if you don't know all the how's and the what's and all those important 151 00:07:03,268 --> 00:07:08,698 data pieces before you get to the lagging indicators, AI's just not gonna work. 152 00:07:08,758 --> 00:07:12,748 So I think now people are going in this kind of full circle as, let's flood. 153 00:07:13,078 --> 00:07:16,348 Let's flood with these new AI tools without really thinking 154 00:07:16,348 --> 00:07:19,693 well how are we gonna extract meaningful data in the first place? 155 00:07:19,693 --> 00:07:23,293 Do we have data that we can use to tell a bigger story? 156 00:07:23,623 --> 00:07:27,073 So it's, I feel like there's a lot of going around in circles of people 157 00:07:27,073 --> 00:07:30,373 thinking this is the right thing to do, and then immediately pulling back 158 00:07:30,373 --> 00:07:35,323 with this isn't working for us and it's not working because data's broken. 159 00:07:35,708 --> 00:07:38,738 Jonny Adams: So a build or an opinion from either of you? 160 00:07:38,738 --> 00:07:38,888 What? 161 00:07:38,888 --> 00:07:39,848 What's your perspective? 162 00:07:39,848 --> 00:07:40,568 Who wants to go first? 163 00:07:41,753 --> 00:07:44,993 Alan Morton: I'll let the guest... Definitely got an opinion, but 164 00:07:45,683 --> 00:07:46,823 fascinated to you Guy as always. 165 00:07:47,073 --> 00:07:48,843 Guy Rubin: Yeah, go to market is broken. 166 00:07:49,213 --> 00:07:50,833 That's the reality of the situation. 167 00:07:50,833 --> 00:07:54,633 And the challenge we have is that the data that we're relying on to make 168 00:07:54,633 --> 00:07:55,893 decisions isn't consistent enough. 169 00:07:56,563 --> 00:08:00,403 And so while it's a boring topic to focus on, we have to start by 170 00:08:00,583 --> 00:08:02,503 connecting data at the source. 171 00:08:02,533 --> 00:08:06,013 We need to stop relying on humans to be responsible for logging things, 172 00:08:06,013 --> 00:08:07,273 for us to be able to report on it. 173 00:08:07,613 --> 00:08:10,283 The good news is that we have access to things like mailboxes and 174 00:08:10,283 --> 00:08:13,583 calendars and call recordings and CRM and so on, and when we bring 175 00:08:13,583 --> 00:08:17,633 that data so that data from source together, something magical happens. 176 00:08:17,693 --> 00:08:20,363 You start to see patterns that are much more consistent than what 177 00:08:20,363 --> 00:08:21,348 you can see in a serum on it own. 178 00:08:22,233 --> 00:08:24,633 And when you start to unlock these patterns, we can see that 179 00:08:24,633 --> 00:08:27,843 there is a growing delta between what our top performers are doing 180 00:08:27,843 --> 00:08:29,808 and what the rest of our sales teams are doing in their day job. 181 00:08:30,668 --> 00:08:35,438 And in an AI world that's flooding top of funnel with mostly irrelevant leads, 182 00:08:35,588 --> 00:08:39,553 we live in a world where unless you are a an experienced seller that knows what 183 00:08:39,553 --> 00:08:42,883 they're looking for, it's very easy to spin wheels working on things that 184 00:08:42,883 --> 00:08:44,113 are never gonna generate any revenue. 185 00:08:44,423 --> 00:08:47,783 And so really as sales leaders, what we need to do is be a lot 186 00:08:47,783 --> 00:08:50,903 more descriptive with our sellers and help them to win more. 187 00:08:51,353 --> 00:08:55,583 And we can do that by starting by fixing that data and then turning that data 188 00:08:55,583 --> 00:08:57,143 into insights that they can digest. 189 00:08:57,518 --> 00:09:00,128 Easy to understand insights because ultimately, while they've all got 190 00:09:00,128 --> 00:09:03,628 an opinion you'd be surprised that lots of salespeople do have opinions. 191 00:09:03,828 --> 00:09:04,488 Dannii Mathers: Not surprised. 192 00:09:04,688 --> 00:09:04,938 Guy Rubin: Yeah. 193 00:09:05,068 --> 00:09:08,938 In reality, once you show them a route to winning more, they'll wanna follow it. 194 00:09:09,358 --> 00:09:13,198 So it's our role as leaders to, to open that door and to give them certainty 195 00:09:13,198 --> 00:09:16,068 that the data that their insights are being built on is accurate. 196 00:09:16,368 --> 00:09:19,128 And then get everyone aligned to how they can win as a unit. 197 00:09:19,518 --> 00:09:19,818 Jonny Adams: Brilliant. 198 00:09:19,878 --> 00:09:21,888 Oh and Alan just Yeah, your opinion. 199 00:09:22,698 --> 00:09:22,938 Alan Morton: Yeah. 200 00:09:22,938 --> 00:09:27,288 I think that aspect of, cracking the code. 201 00:09:27,438 --> 00:09:29,358 Lots of us have talked about that for years. 202 00:09:29,398 --> 00:09:34,088 Just actually what is it that the top performers who are consistently, 203 00:09:34,088 --> 00:09:35,438 the top performers are doing? 204 00:09:35,438 --> 00:09:39,338 Because by definition they have to be doing something different 205 00:09:39,368 --> 00:09:40,778 from those that are struggling. 206 00:09:41,348 --> 00:09:45,998 And the ability to surface that and actually get past maybe the instinct. 207 00:09:45,998 --> 00:09:48,518 Because obviously we often see the challenge of those top performers 208 00:09:48,518 --> 00:09:51,128 is they don't know themselves what it is that they're doing. 209 00:09:51,488 --> 00:09:56,438 So actually pulling the right persona in at the right time in the process 210 00:09:56,528 --> 00:10:00,968 Guy, that's something that we've talked about for years and I love the insights 211 00:10:00,968 --> 00:10:05,198 that you're able to bring in terms of actually, if this persona isn't 212 00:10:05,198 --> 00:10:10,808 involved in the process by this point, your win rate will drop by X percent. 213 00:10:11,088 --> 00:10:14,178 Those are some of the most valuable insights I see consistently coming 214 00:10:14,178 --> 00:10:15,588 out of the work that Fullcast do. 215 00:10:15,588 --> 00:10:21,928 That really gives a pathway to conversion for others who are maybe 216 00:10:21,988 --> 00:10:24,748 haven't quite learned those lessons and internalize them in the way 217 00:10:24,748 --> 00:10:26,518 that's often your top performers have. 218 00:10:26,608 --> 00:10:31,858 And as soon as we can make that visible, you get incredible growth from 219 00:10:31,858 --> 00:10:35,128 the people who have the potential to step up, but maybe are just lacking 220 00:10:35,128 --> 00:10:39,628 some of the insight that's been hard fought for and hard won over often 221 00:10:39,628 --> 00:10:43,078 months and years by some of the most experienced people who are performing. 222 00:10:43,318 --> 00:10:46,768 But if we can bottle that up and bottle that lightning, it's incredible 223 00:10:46,768 --> 00:10:49,603 what that can do to the overall effectiveness of a sales organization. 224 00:10:49,653 --> 00:10:51,178 Jonny Adams: I'm... this feels like a broken record. 225 00:10:51,368 --> 00:10:51,878 It's great. 226 00:10:51,878 --> 00:10:54,613 Your insights are fantastic, but how many years have you been in 227 00:10:54,613 --> 00:10:56,503 sales and business as a whole Guy? 228 00:10:58,003 --> 00:10:58,933 Guy Rubin: Oh 25 years, 229 00:10:59,263 --> 00:10:59,563 Jonny Adams: Alan? 230 00:11:01,153 --> 00:11:01,633 Guy Rubin: 25 years. 231 00:11:01,753 --> 00:11:01,963 Yeah. 232 00:11:01,968 --> 00:11:02,258 Yeah 233 00:11:02,323 --> 00:11:02,713 Jonny Adams: that's fine. 234 00:11:02,713 --> 00:11:03,433 About the Same yeah. 235 00:11:03,433 --> 00:11:04,323 25, Dannii. 236 00:11:04,803 --> 00:11:05,743 20 odd years. 237 00:11:05,833 --> 00:11:07,603 Let me just do my math quickly. 238 00:11:07,603 --> 00:11:07,723 Yeah. 239 00:11:07,753 --> 00:11:09,703 70 years of amazing experience here. 240 00:11:09,703 --> 00:11:12,283 So the challenge over the next period of time when we discuss this. 241 00:11:12,868 --> 00:11:14,848 It's that's a common, GTMs broken. 242 00:11:14,848 --> 00:11:17,728 It's a common theme that we've heard not just this year, last year, et cetera. 243 00:11:18,088 --> 00:11:20,518 So there are ways in which we can actually solve for that. 244 00:11:20,518 --> 00:11:23,578 And at the end of this conversation, it'll be amazing to actually put some of these 245 00:11:23,578 --> 00:11:25,108 tools together as we go through that. 246 00:11:25,618 --> 00:11:28,888 So if we think about the revenue insights as a service report 247 00:11:28,888 --> 00:11:31,503 that's built by Fullcast with all of the amazing technology. 248 00:11:32,043 --> 00:11:35,403 Guy just top to bottom, what are the chapters that sit within that document? 249 00:11:35,973 --> 00:11:37,983 Guy Rubin: Okay, so once we've connected to all your disparate data 250 00:11:37,983 --> 00:11:41,313 sources at the end of each quarter, we will deliver back a report. 251 00:11:41,373 --> 00:11:42,903 And the report has five chapters. 252 00:11:43,153 --> 00:11:44,863 The first chapter is a holistic overview. 253 00:11:44,863 --> 00:11:48,583 It's basically a summary of what's gone on in go to market, and it compares the 254 00:11:48,583 --> 00:11:50,743 last, usually the last four quarters. 255 00:11:50,743 --> 00:11:52,693 And then as we move on we pick up more as we go. 256 00:11:53,263 --> 00:11:55,608 Once we've covered the overview, we then dive into win loss analysis. 257 00:11:56,103 --> 00:11:58,683 So looking at all the deals that closed, won and lost over the last 12 258 00:11:58,683 --> 00:12:02,133 months, and what are the signals that led to growth or led to those deals 259 00:12:02,133 --> 00:12:05,213 closing won and what are the danger signs on the deals that closed lost. 260 00:12:05,933 --> 00:12:08,693 Once we understand what those patterns are, we move on to chapter three, 261 00:12:08,723 --> 00:12:10,043 where we look at the live pipeline. 262 00:12:10,103 --> 00:12:12,623 So we're looking at the deals that currently in flight and referring 263 00:12:12,623 --> 00:12:15,623 back to those signals we saw earlier around the win-loss analysis to see 264 00:12:15,623 --> 00:12:18,473 which of the deals that were in flight could have a higher win rate if we 265 00:12:18,473 --> 00:12:19,188 did things slightly differently. 266 00:12:19,978 --> 00:12:20,398 Okay. 267 00:12:20,848 --> 00:12:23,508 Once we understood that we jump into seller coaching. 268 00:12:23,568 --> 00:12:27,018 So building leaderboard to the sellers, understanding things like which part 269 00:12:27,018 --> 00:12:30,318 of the qualification process are they strong at, and which areas do they 270 00:12:30,318 --> 00:12:33,933 need more attention for, or how well or badly are they doing at dealing with 271 00:12:33,933 --> 00:12:37,143 objections, and were they better this quarter than they were last quarter? 272 00:12:37,473 --> 00:12:39,813 And you can get all of those insights by reanalyzing, all 273 00:12:39,813 --> 00:12:40,798 those historical call recordings. 274 00:12:41,958 --> 00:12:44,508 Once we've done the seller coaching and highlighting where there's change that 275 00:12:44,508 --> 00:12:47,718 needs some attention, then we look at the process itself and really just trying 276 00:12:47,718 --> 00:12:51,048 to identify where in the sales cycle or the whole customer journey where are 277 00:12:51,048 --> 00:12:52,668 the pinch points, where's this friction? 278 00:12:52,728 --> 00:12:53,838 Where are we slowing down? 279 00:12:54,178 --> 00:12:57,358 And that all of that delivers a set of recommendations and next steps. 280 00:12:57,548 --> 00:12:58,713 We are not the change agents. 281 00:12:58,713 --> 00:12:59,973 That's where SBR come in. 282 00:13:00,193 --> 00:13:03,288 And they built an engine and a really, a muscle on to, to take 283 00:13:03,288 --> 00:13:06,048 these insights and use them to drive change within the business. 284 00:13:06,408 --> 00:13:08,808 Jonny Adams: Perfect, and what a great way to set up the 285 00:13:08,808 --> 00:13:10,098 next part of the conversation. 286 00:13:10,343 --> 00:13:13,843 One of the things that guys referenced to me, we were at a dinner with a mutual 287 00:13:13,843 --> 00:13:17,233 partner a couple of months ago, and Guy was talking about how when you are 288 00:13:17,233 --> 00:13:21,353 talking to Private Equity, Investment Managers and Operating Partners 289 00:13:21,383 --> 00:13:23,038 and you deliver the RIaaS report. 290 00:13:23,803 --> 00:13:25,663 And here you are, CEO. 291 00:13:25,663 --> 00:13:26,653 Here you are, CRO. 292 00:13:26,653 --> 00:13:28,033 Here you are, Investment Director. 293 00:13:28,423 --> 00:13:29,593 Ooh, this looks lovely. 294 00:13:29,593 --> 00:13:32,338 Yeah, I'll sit there have a nice coffee over looking at those insights. 295 00:13:32,518 --> 00:13:35,368 And then you come back three months later and then what you do is you basically go 296 00:13:35,378 --> 00:13:36,598 here's the insights report, and you go. 297 00:13:37,403 --> 00:13:39,713 Nothing's moved, so you haven't done anything about it. 298 00:13:39,893 --> 00:13:41,153 So let's unpack chapter one. 299 00:13:41,153 --> 00:13:43,703 So we're gonna think about what is sales velocity? 300 00:13:43,703 --> 00:13:46,043 What is the information and the insights that you glean from 301 00:13:46,043 --> 00:13:47,423 the systems that you connect to? 302 00:13:47,543 --> 00:13:47,693 Yeah. 303 00:13:47,693 --> 00:13:50,273 And then we're gonna go to Alan and Dannii to think about how do we 304 00:13:50,273 --> 00:13:51,833 close that with some great use cases? 305 00:13:52,173 --> 00:13:53,763 Guy Rubin: in chapter one, it's a holistic view. 306 00:13:53,793 --> 00:13:54,033 Okay? 307 00:13:54,033 --> 00:13:57,183 So are we getting more or less efficient as a sales function? 308 00:13:57,243 --> 00:13:57,633 Okay. 309 00:13:57,633 --> 00:13:58,773 And the same for success. 310 00:13:58,778 --> 00:14:01,958 Are we getting more or less efficient at the way we do our cross-sell and outsell? 311 00:14:02,208 --> 00:14:05,288 And so we're looking at the sales velocity data point, it distills 312 00:14:05,288 --> 00:14:08,318 all of the activity that we're doing down to a dollars per day number. 313 00:14:08,628 --> 00:14:11,238 And what we can do, and what's great about that is you can compare 314 00:14:11,238 --> 00:14:12,738 different go-to-market motions. 315 00:14:12,738 --> 00:14:15,008 You might have an enterprise play and an SMB play. 316 00:14:15,543 --> 00:14:18,603 Normally the enterprise players the more efficient one, but not always. 317 00:14:18,823 --> 00:14:21,943 So really understanding what's working and what is helping 318 00:14:21,943 --> 00:14:22,993 us becoming more efficient. 319 00:14:22,993 --> 00:14:24,673 And where are the areas of concern? 320 00:14:24,993 --> 00:14:28,263 A lot of the data, we do hundreds of these reports now for customers every year. 321 00:14:28,483 --> 00:14:31,253 And what we're seeing is that for some organizations for most 322 00:14:31,253 --> 00:14:32,963 organizations where they're doing well. 323 00:14:33,183 --> 00:14:36,873 The sales efficiency is continuing to increase, but all the data 324 00:14:36,873 --> 00:14:40,053 points behind that data that, that sales efficiency aren't all even. 325 00:14:40,413 --> 00:14:40,683 Okay? 326 00:14:40,683 --> 00:14:43,638 So for example, we're seeing a lot more volume top of funnel at the moment. 327 00:14:44,238 --> 00:14:47,928 And what that's disguising is win rates, dropping, sales cycles increasing 328 00:14:47,928 --> 00:14:49,158 and average deal value is going down. 329 00:14:49,548 --> 00:14:53,328 And so we have to dive into the data in a bit more detail to really understand it. 330 00:14:53,328 --> 00:14:54,858 Not everything is always rosy. 331 00:14:55,108 --> 00:14:58,618 And so looking at the sales velocity components to make sure that, that 332 00:14:58,618 --> 00:15:01,948 actually we are not just using brute force here, but actually 333 00:15:01,948 --> 00:15:03,988 we're getting more efficient in the way that we operate as well. 334 00:15:04,263 --> 00:15:04,623 Jonny Adams: Perfect. 335 00:15:04,623 --> 00:15:05,913 That's the great topic to start off with. 336 00:15:05,913 --> 00:15:08,403 So sales velocity, so change agents. 337 00:15:08,403 --> 00:15:09,333 Dannii, Alan. 338 00:15:09,413 --> 00:15:14,733 Alan, for you what would you see SBR doing to support improving some of 339 00:15:14,733 --> 00:15:16,473 those individual metrics with clients? 340 00:15:16,473 --> 00:15:17,613 Any stories you can share too? 341 00:15:17,813 --> 00:15:18,248 Alan Morton: Yeah, absolutely. 342 00:15:18,328 --> 00:15:22,025 I mean, one specific story stands out about an organization that 343 00:15:22,025 --> 00:15:23,165 we're working with at the moment. 344 00:15:23,165 --> 00:15:27,965 And like many, they're representative of the fact that aspirationally they're 345 00:15:27,965 --> 00:15:34,655 looking to move up market and they're also looking to move from selling point 346 00:15:34,745 --> 00:15:38,015 products fundamentally to solutions. 347 00:15:38,555 --> 00:15:42,755 Yeah, it was ever, thus, and many of us have led organizations where 348 00:15:42,755 --> 00:15:46,595 that's the aspiration and that should be reflected in larger deal sizes. 349 00:15:46,955 --> 00:15:51,965 As people actually are really thinking about how they can really craft and 350 00:15:51,965 --> 00:15:57,275 deliver an outcome as opposed to worst case, responding to a requirement, which 351 00:15:57,275 --> 00:16:02,135 is very much feature function, technology led as opposed to business outcome led. 352 00:16:02,850 --> 00:16:06,060 And where that leads us is back to the classic situation 353 00:16:06,060 --> 00:16:07,290 that we've seen over the years. 354 00:16:07,290 --> 00:16:11,720 And I remember this being represented brilliantly by Forrester years ago in 355 00:16:11,720 --> 00:16:14,930 an article I still reference 'cause I think it's still relevant, the death of 356 00:16:14,930 --> 00:16:17,835 a B2B salesperson and we're consultants. 357 00:16:17,835 --> 00:16:18,885 We, we love a two by two. 358 00:16:18,885 --> 00:16:22,005 They create a great two by two complexity of the biodynamic 359 00:16:22,005 --> 00:16:25,845 increasing and then complexity of the proposition set increasing. 360 00:16:26,205 --> 00:16:30,525 What that requires is for people to have a consultative approach, one which is based 361 00:16:30,525 --> 00:16:35,265 on insight one, which is based on not just problem solving, but problem setting 362 00:16:35,265 --> 00:16:40,710 and helping people to recognize potential challenges and opportunities that sit 363 00:16:40,710 --> 00:16:47,680 beyond where many sellers live, which is in that show me demo led too quick 364 00:16:47,680 --> 00:16:50,980 into demo, without really understanding what they're leading back to, where 365 00:16:50,980 --> 00:16:56,400 they can actually position capabilities as solutions for business problems. 366 00:16:56,730 --> 00:16:58,950 So where does that leave us as change agents? 367 00:16:58,950 --> 00:17:03,930 It's often helping commercial teams to be more commercial, to really have 368 00:17:03,990 --> 00:17:07,380 empathy with the buyers that they need to engage with, with insight. 369 00:17:07,920 --> 00:17:12,180 Being brave to elevate the conversations that they're having away from 370 00:17:12,240 --> 00:17:13,920 the technical to the commercial. 371 00:17:14,680 --> 00:17:17,950 Multi-threading clearly comes into that in terms of understanding how to 372 00:17:17,950 --> 00:17:22,540 network and access around accounts, and where we see people doing that we'll 373 00:17:22,540 --> 00:17:26,130 typically see, and we would expect to to see an increase definitely in 374 00:17:26,130 --> 00:17:29,820 deal size, but absolutely in terms of things like conversion rate as well. 375 00:17:30,060 --> 00:17:33,450 So those would be a, sort of a classic situation. 376 00:17:33,450 --> 00:17:37,980 And as I say, I have a particular client in mind at the moment that's executing 377 00:17:37,980 --> 00:17:42,270 this pivot, and they're in that situation where they realize that some of their 378 00:17:42,270 --> 00:17:44,580 team inherently do these things. 379 00:17:45,120 --> 00:17:51,270 The question I'm hearing from the CRO is who within the team that isn't doing these 380 00:17:51,270 --> 00:17:56,940 things has the capability because those are the people to the capability or the 381 00:17:56,940 --> 00:18:02,525 potential to develop those characteristics And those are then the people that 382 00:18:02,675 --> 00:18:07,415 they're very keen to make sure are being focused on, to help them actually lift 383 00:18:07,505 --> 00:18:10,725 and execute against the overall ambition that they've got as an organization. 384 00:18:10,925 --> 00:18:11,165 Jonny Adams: Brilliant. 385 00:18:11,215 --> 00:18:13,105 There's a number of metrics in sales velocity, I think you've 386 00:18:13,105 --> 00:18:14,125 crunched through a few there. 387 00:18:14,125 --> 00:18:14,955 I dunno how many has he left? 388 00:18:14,955 --> 00:18:15,375 you, Dannii? 389 00:18:16,010 --> 00:18:17,890 Dannii Mathers: I think you've greedily took them all there, 390 00:18:18,700 --> 00:18:22,530 Alan Morton: I dunno if I hit velocity, you know, what a volume value. 391 00:18:22,730 --> 00:18:24,240 Jonny Adams: What's your perspective as a change agent? 392 00:18:24,240 --> 00:18:25,820 Someone that's been in the industry for a long while. 393 00:18:26,060 --> 00:18:26,360 Dannii Mathers: Yeah. 394 00:18:26,360 --> 00:18:30,900 It just goes back to even if you look at the core principles of enablement and 395 00:18:30,900 --> 00:18:32,880 looking at what's behind all the data. 396 00:18:33,120 --> 00:18:36,690 So I think typically it, it's having the right focus in the right areas. 397 00:18:36,690 --> 00:18:43,350 So even if we look at, say, top of funnel, if a lot of customers that we 398 00:18:43,350 --> 00:18:48,045 speak to there, there's just a lack of measurement across all different levels. 399 00:18:48,195 --> 00:18:51,345 So they might know what numbers they want to get to say on a monthly basis, 400 00:18:51,345 --> 00:18:54,445 but it's that, again, going back to the how, how do we do that and what are we 401 00:18:54,445 --> 00:18:56,455 measuring or benchmarking to begin with? 402 00:18:56,845 --> 00:18:59,875 So then there's a lack of understanding of where that improvement is coming from. 403 00:19:00,175 --> 00:19:03,805 So I think just going back to those core principles and when we look at 404 00:19:03,855 --> 00:19:08,210 sales velocity is how are we actually measuring that data to understand where 405 00:19:08,210 --> 00:19:09,620 we're really gonna see that movement. 406 00:19:10,040 --> 00:19:16,010 And yeah, I think it's just people are becoming lazy to a degree 407 00:19:16,010 --> 00:19:18,950 as well because of all the tools that are now accessible to us. 408 00:19:19,190 --> 00:19:22,700 I think it's that let's quickly go at it and hope that it sticks without still 409 00:19:22,700 --> 00:19:25,040 looking at those real core measurables. 410 00:19:25,070 --> 00:19:27,380 So I think just bring everything back to the data and then 411 00:19:27,380 --> 00:19:29,245 what sits behind that data.