Guy Rubin

And all of that delivers a set of recommendations and next steps.

We're not the change agents.

That's where SDR come in.

And they built an engine and really a muscle to take these insights and use them to drive change within the business.

In chapter one, it's a holistic view.

So are we getting more or less efficient as a sales function?

And the same for success.

Are we getting more or less efficient at the way we do our cross-sell and our sell?

And so we're looking at the sales velocity data point.

It distills all of the activity that we're doing down to a dollars per day number.

And what we can do, and what's great about that, is you can compare different go-to-market motions.

You might have an enterprise play and an SMB play.

Normally the enterprise play is the more efficient one, but not always.

So really understanding what's working and what is helping us becoming more efficient and where are the areas of concern.

A lot of the data, we do hundreds of these reports now for customers every year.

And what we're seeing is that for some organizations, for most organizations where they're doing well, the sales efficiency is continuing to increase, but all the data points behind that sales efficiency aren't all even.

So we're seeing a lot more volume top of funnel at the moment.

And what that's disguising is win rates dropping, sales cycles increasing, and average deal values going down.

And so we have to dive into the data in a bit more detail to really understand not everything is always rosy.

And so looking at the sales velocity components to make sure that actually we are not just using brute force here, but actually we're getting more efficient in the way that we operate as well.