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Beat The Benchmark: 2024 B2B Sales Benchmarks and How to Improve Rep Quota Attainment

ebsta's H2 2024 data shows 75% of reps missed quota and 34% of deals slipped

Guy Rubin · ebsta

Published September 6, 2024
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What you’ll learn

This session lays out eight LinkedIn influencer-marketing strategies for SaaS teams. It covers borrowing creator trust, selecting partners through relevant metadata, structuring exclusivity, and measuring awareness through conversion.

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Key moments

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Leverage trust creators already hold

“right so it can be a long road a long journey and the best way to FastTrack that is to leverage the trust that the audience already has with that Creator let's say 100,000 followers and now the audience trust you because the Creator influencer trusts you as well and they're talking about it the next part is that you break through the noise we talked about the red versus the Blue Ocean strategy and all your competitors are competing on very difficult platforms Tik Tok Instagram YouTube cpms are going up ad costs are going up and”
Watch at 03:27

Search for creators by metadata

“one in a very manual process so we built internal tools at Creator match where you actually can search by metadata keywords to see what keywords they're talking about so someone if you can I want to throw if you can throw out the name of your company anybody throw your company out okay and what Niche or industry are you in GPU CL hosting okay GPU Cloud hosting great those are all keywords right so let's say that you identify you think the perfect influencer in Ai and Tech and”
Watch at 06:49

Use category exclusivity

“I'm going to pay you for 10 posts over the period of five months two posts per month you can unlock discounts another big thing I guarantee you hopefully I'll be speaking at the next SAS open a lot more hands are going to go up around LinkedIn influencer marketing and testing it out so how can you block out your competitors there's something called category exclusivity where you can say okay well if I'm web flow and you're working with me you cannot work with WordPress or any other competitor in this certain category you have to pay a little bit of a premium but it pays”
Watch at 10:11

Measure awareness through conversion

“to purchase you're going to say you're crazy right here's my card let's connect on LinkedIn let's chat let's follow each other let's build that relationship make it warmer and then sell down the road so here are some screenshots from some campaigns that we ran and you can see we collect everything around top of funnel brand awareness Impressions down to audience nurturing engagements likes comments shares even broken out by the individual creators and the last part here is everything around conversion so link clicks CTR and CPC link clicks is”
Watch at 13:35

Quota-attainment gap

“Only a quarter of reps are hitting target reps missed quota 75% +9% -7% Win Rates +7% Deal Values +20% Sales Cycles Get the report to see graphs + a few bonuses”
Read slide 10

ICP match and win rates

“Win rates increase 3.1x when opportunities match ICP 18% of 2024 pipeline matches the business’s ICP Average Pipeline Created % ICP Pipeline Created Pipeline Created Average ($) 500k 0M 1.5M 1M 2.5M 2M 3M”
Read slide 15

Qualification drives velocity

“Qualifying deals effectively increases sales velocity by 4.7x However, 68% of deals moved past the ‘qualification’ stage are not qualified effectively Top performers are 357% more likely to use a methodology Top Performer Low Performer Get the report to see graphs + a few bonuses”
Read slide 17

Early CXO engagement

“Engaging the CXO early in stage increases velocity by 9.2x Win rates are 42% lower when the C suite are engaged late Win rates are +14% the senior finance persona is engaged by the mid-stage Get the report to see graphs + a few bonuses”
Read slide 19

The cost of deal slippage

“Win rates decline by 83% when deals slip When deals slip between 1-4 weeks since close date, win rates decline -34% When deals slip greater than one month since close date, win rates decline a further -67% Commercial Mid-Market Enterprise Get the report to see graphs + a few bonuses”
Read slide 23

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About the speaker
Guy Rubin

Guy Rubin

CEO & Founder · ebsta

LinkedInTwitter

Guy Rubin is the founder and CEO of Ebsta, the Revenue Intelligence Platform for Salesforce and Hubspot customers. Guy is passionate about helping B2B sales teams scale their revenue engine. Guy founded Ebsta in 2012 with an aim to score the worlds business relationships. Away from Ebsta, Guy is, married with 2 young children, an enthusiastic skier, an avid football fan, (even though he supports Tottenham Hotspur) and enjoys spending time with people that like him, want to change the world.

Company revenue
$1M
Team size
39

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Slide text

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30 passages

B2B sales benchmarks

  1. Slide 1Open deck

    SaaSOpen, September 2024 Beat The Benchmark: 2024 B2B Sales Benchmarks and How to Improve Rep Quota Attainment Guy Rubin Founder & CEO, ebsta

  2. Slide 2Open deck

    Our Revenue Growth

  3. Slide 3Open deck

    2024 Benchmarks: Pipeline Analyzed

  4. Slide 4Open deck

    Ebsta is an AI-first revenue platform that delivers: AI Forecast: Inside Salesforce/ Hubspot AI Guided Selling: Help sales reps replicate best practices GTM Insights: Help RevOps and sales managers identify risk in the pipeline earlier

  5. Slide 5Open deck

    Ebsta Guarantees to… Get you live inside 30 days Improve your rep quota attainment in the first 6 months Improve Forecast accuracy to +/- 10%

The analyzed pipeline

  1. Slide 6Open deck

    Opportunities Revenue Of the world’s best performing companies $57.3 Billion 566 4.7 Million Hours of conversations 1.2m+

State of sales performance

  1. Slide 7Open deck

    Where We Started 2024 reps missed quota 69% Velocity delta 8.9x deals slipped 44% win rates -18% deal values -21% sales cycles +16%

  2. Slide 8Open deck

    State of Sales in H2 2024

  3. Slide 9Open deck

    How are sales teams performing compared to 2023? rep velocity delta 10.2x reps missed quota 75% +9% deals slipped 34% -26% Get the report to see graphs + a few bonuses

  4. Slide 10Open deck

    Only a quarter of reps are hitting target reps missed quota 75% +9% -7% Win Rates +7% Deal Values +20% Sales Cycles Get the report to see graphs + a few bonuses

  5. Slide 11Open deck

    Pipeline creation is increasing significantly deals slipped 34% -26% +25% Pipeline Created 46% of deals slipped in Q1, and then fell to 34%.... Sales team sizes shrunk by 9% in Q1, then grew 18% in Q2… Get the report to see graphs + a few bonuses

  6. Slide 12Open deck

    Quota targets are growing despite sales velocity slowing rep velocity delta 10.2x +37% Quota Target -15% Sales Velocity 16% of reps contributed 83% of revenue Get the report to see graphs + a few bonuses

  7. Slide 13Open deck

    “Those who cannot remember the past are condemned to repeat it” Reps exceeded quota 25% How can we replicate their success? Get the report to see graphs + a few bonuses

High-performer practices

  1. Slide 14Open deck

    What can we learn from the success of high-performing reps?

  2. Slide 15Open deck

    Win rates increase 3.1x when opportunities match ICP 18% of 2024 pipeline matches the business’s ICP Average Pipeline Created % ICP Pipeline Created Pipeline Created Average ($) 500k 0M 1.5M 1M 2.5M 2M 3M

  3. Slide 16Open deck

    How to improve creation of ICP pipeline Name Velocity ($/day) Win Rate Sales Cycle ARR Won ($) Avg. Deal Value ($) Opp Count Average Relationships Average Engagement Top ICP Segment Top Persona Top Source Wayne Hoffman 3,100 18.40% 52 161,192.10 33,694.00 26 8 86 Segment 2 VP Product BD Constance Velez 3,009 18.10% 55 165,510.74 32,658.00 28 7 88 Segment 3 Manager Product Demo Frances Hensley 2,618 17.20% 64 167,541.93 33,589.00 29 9 85 Segment 3 VP Product BD Milena Boyce 1.698 14.60% 74 125,648.77 26,894.00 32 6 82 Segment 2 Manager Product Partner Danyal Tyler 1,676 20.70% 82 137,432.68 22,894.00 29 9 88 Segment 1 VP Product BD Ahmad Pate 1,594 17.50% 89 141,889.30 28,957.00 28 4 78 Segment 2 VP Technology BD Nannie Hines 1,208 13.50% 95 114,738.39 32,689.00 26 2 68 Segment 3 Manager Operations Social Kyran Frame 1,154 18.40% 94 108,490.08 19,654.00 30 5 77 Segment 1 Manager Product Webinar Habibah Cummings 1,052 17.60% 82 86,283.65 14,856.00 33 3 72 Segment 1 Manager Product Demo Hyper-personalize messaging with top personas Align sales and marketing focus on defined ICP and what qualifies as an opportunity #3 #2 Analyze what ICP segments drive the greatest velocity #1

Qualification and engagement

  1. Slide 17Open deck

    Qualifying deals effectively increases sales velocity by 4.7x However, 68% of deals moved past the ‘qualification’ stage are not qualified effectively Top performers are 357% more likely to use a methodology Top Performer Low Performer Get the report to see graphs + a few bonuses

  2. Slide 18Open deck

    How to qualify more deals effectively Automate extraction of qualifying criteria with AI Streamline the Qualification Process Share best practices and top examples

  3. Slide 19Open deck

    Engaging the CXO early in stage increases velocity by 9.2x Win rates are 42% lower when the C suite are engaged late Win rates are +14% the senior finance persona is engaged by the mid-stage Get the report to see graphs + a few bonuses

  4. Slide 20Open deck

    Improve multi-threading by measuring relationship strength Situation Sales Leader needs to be engaged 1 of the following also engaged: CFO CEO CMO Automate scoring and mapping of relationships to opportunities Coach and train reps focused on the personas with the greatest influence on velocity Ensure focus with qualification criteria for personas

Objections and pipeline risk

  1. Slide 21Open deck

    Satisfying objections by the mid stage improves velocity by 3.4x Objections concerning ROI and value have increased by 127% since 2023 Top performers are 109% more likely to satisfy objections by the mid stage of the sales cycle Win rates decrease -64% when ROI is discussed late stage Price Timing ROI/Value AI/Features Integrations Get the report to see graphs + a few bonuses

  2. Slide 22Open deck

    Improve objection handling by automatically extracting objections from calls Automate notifications when objections are raised with critical deals Automate alerts around objections for coaching & training

  3. Slide 23Open deck

    Win rates decline by 83% when deals slip When deals slip between 1-4 weeks since close date, win rates decline -34% When deals slip greater than one month since close date, win rates decline a further -67% Commercial Mid-Market Enterprise Get the report to see graphs + a few bonuses

  4. Slide 24Open deck

    How to improve identification of pipeline risk Compare Performance Against Historical Benchmarks Consistent Pipeline Review Process Leverage Technology to Identify Risk

  5. Slide 25Open deck

    What does beating the benchmarks look like in practice?

  6. Slide 26Open deck

    4x Delta in rep velocity 22% Quota Attainment 12% Win Rate 147 Sales Cycle 72% Forecast Accuracy Original Revenue Performance (Q1)

  7. Slide 27Open deck

    67 (Q1) Engagement 80+ delivers 6x increase in win rates 83 (Q2) 3 (Q1) Relationships 6-8 delivers 2x increase in win rates 6 (Q2) Persona Focus on VP level Operation persona increase win rates 4x Deal Management 1:1 mgt of qualification and time in stage reduce slippage by 28% and sales cycles 34% 8% (Q1) 23% (Q2) 147 (Q1) 109 (Q2) 24% (Q1) 18% (Q2) Sales Cycle Slippage Understanding the Key Contributing Factors: Q1 v Q2

  8. Slide 28Open deck

    Name Velocity Win Rate (%) Deal Value ($) Sales Cycle (Days) Engagement Quota Attainment AE 1 2,288 19 49,795 121 97 106% AE 2 2,219 16 38,998 108 96 108% AE 3 1,191 12 31,200 131 82 87% AE 4 869 10 19,460 191 74 74% AE 5 788 14 28,894 130 61 67% AE 6 650 11 21,688 137 74 54% AE 7 537 12 28,909 129 44 27% AE 8 517 10 40,319 162 37 57% AE 9 383 8 18,000 218 42 18% Velocity Win Rate (%) Sales Cycle (Days) Quota Attainment 2,302 22 112 110% 2,118 19 104 106% 1,852 16 112 108% 1,569 19 124 103% 1,352 18 110 98% 1,032 23 97 87% 982 19 109 75% 947 23 102 78% - - - - 4x Delta in rep velocity 22% Quota Attainment 12% Win Rate 147 Sales Cycle 2.4x Delta in rep velocity 50% Quota Attainment 20% Win Rate 108 Sales Cycle $1,049/d $1,519/d Focus on improving the factors influencing revenue: Q1 v Q2

Quota-attainment actions

  1. Slide 29Open deck

    Understand the ICP driving the greatest velocity and prioritize focus Ruthless qualification to maintain high-quality pipeline Anticipate objections with effective discovery Build genuine relationships with CXO early Reinforce winning behaviors with AI workflows & data automation How to Improve Rep Quota Attainment 1 2 3 4 5

  2. Slide 30Open deck

    https://bit.ly/2024h1update www.linkedin.com/in/rubinguy/ Get the H1 Report Scan To Get Access Scan Me See how Ebsta guarantees to improve rep quota attainment at www.ebsta.com [redacted email] @