5 days ago

Episode 36: Relationships Drive Revenue

Most of your revenue probably came from existing customers last year, and if your QBRs don’t include the C-suite, you’re at serious risk of churn.

Alex Raymond sits down with Guy Rubin, the founder and CEO of Ebsta, to unpack the 2025 GTM Benchmark Report and what it means for account managers right now. The data is clear: 52% of new revenue last year came from existing accounts, not new logos. That shift isn’t just interesting as it should completely change how teams think about growth, customer relationships, and where to invest their time and resources.

Guy shares practical insights on what sets top-performing account teams apart, including the impact of C-level participation in QBRs (7x more likely to upsell) and the dangers of single-threaded relationships. He also explains how Ebsta’s engagement scoring works, and why tracking relationship momentum across the customer lifecycle is one of the most valuable metrics you’re probably not using.

The conversation hits on a growing gap between top and average performers, a data-driven case for 360 selling, and a refreshingly blunt take on the real reasons sellers are missing quota. If you want to grow revenue, retain your best customers, and actually move the needle, this episode will show you where to start.

Episode Breakdown:

00:00 Introduction

01:29 Why Existing Customers Are Driving Revenue Growth

05:49 How the GTM Benchmark Report Was Built

10:04 Relationship Momentum and Multi-Threading

12:21 Engagement Scoring and What It Reveals

14:10 Why C-Suite Participation in QBRs Changes Everything

25:08 Sales Performance Gaps and the Leadership Wake-Up Call

27:37 The Return of 360 Selling

36:10 What Top Account Managers Are Doing Differently

Links

Connect with Guy Rubin: