Guy Rubin

So our go-to-market motions are broken.

And this kind of brute force approach to using AI just to flood the top of funnel isn't necessarily leading to better outcomes.

We're seeing win rates drop and average deal values go down and time to close elongated.

So AI is a phenomenal set of tools, but we need to be using it to work smarter, not just a flooding top of funnel with irrelevant leads.

I've definitely got an opinion, but fascinated to your guy as always.

Yeah.

Go-to-market is broken.

That's the reality of the situation.

And the challenge we have is that the data that we're relying on to make decisions isn't consistent enough.

And so while it's a boring topic to focus on, we have to start by connecting data at the source.

We need to stop relying on humans to be responsible for logging things for us to be able to report on it.

The good news is that we have access to things like mailboxes and calendars and call recordings and CRMs and so on.

And when we bring that data from source together, something magical happens.

You start to see patterns that are much more consistent than what you can see in a CRM on its own.

And when you start to unlock these patterns, we can see that there is a growing delta between what our top performers are doing and what the rest of our sales teams are doing in their day jobs.

And in an AI world that's flooding top of funnel with mostly irrelevant leads, we live in a world where unless you're an experienced seller that knows what they're looking for, it's very easy to spin wheels working on things that are never going to generate any revenue.

And so really as sales leaders, what we need to do is be a lot more descriptive with our sellers and help them to win more.

And we can do that by starting by fixing that data and then turning that data into insights that they can digest.

Easy to understand insights because ultimately, while they've all got an opinion, you'd be surprised that lots of salespeople do have opinions.

Not surprised.