---
title: SaaS Backwards Episode 159 - Why Full-Cycle Reps Are Beating Your SDRs
description: Discover key strategies for building successful SaaS businesses and improving sales performance with data-driven insights and holistic sales approaches. Learn from industry experts and real-world outcomes.
---

[SaaS Backwards Podcast ](https://podcast.austinlawrence.com)

# [SaaS Backwards Episode 159 - Why Full-Cycle Reps Are Beating Your SDRs](https://podcast.austinlawrence.com/why-full-cycle-reps-are-beating-your-sdrs)

 Written by [Rachel Krate](https://podcast.austinlawrence.com/author/rachel-krate) | Mar 28, 2025 5:42:49 PM

Guest: Guy Rubin, Founder & CEO at Ebsta

Most B2B SaaS leaders know their top performers carry the team, but few understand why the performance gap keeps widening.

The reality is that just 14% of reps are now responsible for 80% of revenue, and the gap between A-players and everyone else has grown to 11x. Fixing this isn’t about more training or new tools—it’s about creating consistent, data-driven sales execution across the entire go-to-market team.

In this episode, Guy Rubin, Founder & CEO of [Ebsta](https://www.ebsta.com/), shares insights from the [2025 B2B GTM Benchmark Report](https://benchmarks.ebsta.com/2025-gtm-benchmarks?utm_source=ebsta+home+page&utm_medium=[%E2%80%A6]tm+benchmarks&utm_content=gtm+benchmarks+2025+landing+page&hsCtaAttrib=187781952555) (in partnership with Pavilion) and explains how SaaS companies can close the performance gap, improve forecast accuracy, and drive revenue by making data and behavior work together.

Key Takeaways:

- **Top Performers Win with Consistency: **The biggest gap isn’t talent—it’s execution at every stage of the funnel.
- **AI Enables Better Selling, Not More Noise: **When AI is used to extract insights, not automate spam, it becomes a game-changer.
- **Full-Cycle Reps Are Back:** 45% of companies are ditching the SDR model in favor of holistic sales ownership.
- **Engagement Drives Forecast Accuracy:** Momentum scoring predicts risk before it’s too late to course-correct.
- **Success = Process + Behavior + Data: **Sales isn’t just about gut feel anymore—it’s finally becoming data-driven.

Guy offers CROs and CMOs a blueprint to scale what works, eliminate what doesn’t, and win more consistently—making this episode a must-listen.

Other resources to check out:

[Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publishes a yearly report about how B2B buyer behavior is changing.](https://blog.austinlawrence.com/blog/leveraging-the-buyers-voice-to-increase-saas-sales-engagement)

[The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.](https://blog.austinlawrence.com/blog/the-lead-gen-mistake-i-guarantee-youre-making)

[And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. *Valued at $20K in free consulting*](https://info.austinlawrence.com/free-content-audit)

[View full post](https://podcast.austinlawrence.com/why-full-cycle-reps-are-beating-your-sdrs)

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