Adam Roberts is the commercial leader at Ebsta, the revenue intelligence platform, where he reports to founder-CEO Guy Rubin and runs the sales team on the very product he sells. A self-described data geek, he has spent the last decade in and around the SaaS ecosystem across individual-contributor, manager, and leadership roles, consistently in positions that help businesses do more with their data. In this episode he gives a live, screen-shared deep dive into how Ebsta consolidates email, calendar, conversation intelligence, and CRM into Salesforce as a single source of truth — backfilling missing history and surfacing relationship scores, deal scores, benchmarks, AI-captured qualification, pipeline insight, and bottoms-up forecasting on the opportunity record — with a through-line that a clean, structured data foundation is the prerequisite for AI in the go-to-market.
“Our top 14% of sellers, our A players, are delivering 80% of the revenue. And that isn't sustainable.”
“We firmly believe that Salesforce is and should be the single source of truth.”
“It's not like our B and C sellers are lazy or they don't want to win. We're all in sales to win and to close business and hit our numbers. It's a performance sport.”
“We typically see that when we work with clients, about 70% of that information is missing from CRM. Then businesses are blind. They're making decisions without the right information.”
“The relationship score and that relationship trend over time is one of the leading indicators of the health of an account, an opportunity, and a relationship.”
“If you score it, you can measure it, and therefore you can understand patterns and you can spot deficiencies across a large, broad group of sellers.”
“What the AI does when you're using this at scale is remove all the bias, remove all the subtle interpretations, and give you just blanket consistency of capturing information.”
“We believe in bottoms-up forecasting. If we do it bottoms-up, we get a bigger number.”