In this episode of Revenue Insights, host Guy Rubin, CEO of Ebsta, sits down with Kyle Morden, Vice President of Sales at HiHello Inc., for a compelling discussion on the digital transformation of modern sales and the growing role of AI in revenue operations. With over two decades of sales leadership experience across leading tech companies, Kyle offers a strategic lens into how sales teams can embrace data-driven decision making to drive performance and revenue growth.

Kyle shares insights on the critical gap in CRM data capture where 44% of contacts never make it into the system and explains how this presents a massive opportunity for improvement. He dives into the balance between AI-driven automation and human connection, and why empathetic leadership is key to navigating today’s complex buyer journey. From building high-performing teams to replicating top seller behaviors through AI-powered insights, Kyle outlines actionable strategies for aligning sales, marketing, and RevOps to deliver sustainable growth.

Whether you're leading a revenue team, refining your go-to-market strategy, or scaling sales enablement with technology, this episode is packed with practical takeaways to help you stay ahead in a fast-evolving digital landscape.

Ebsta is a revenue intelligence platform that helps B2B sales teams drive predictable growth by leveraging relationship and activity data. With real-time insights into pipeline health and sales performance, Ebsta empowers leaders to make informed, data-backed decisions. Find out more: https://www.ebsta.com/get-a-demo 

Digital Transformation of Sales Engagement
Kyle Morden explains how COVID accelerated the shift to digital sales, with up to 75% of tech/SaaS selling now happening virtually. Organizations must critically evaluate if their current digital engagement methods truly match customer preferences and needs in this transformed landscape. Many companies still lack effective digital equivalents for traditional in-person touchpoints, especially around contact information exchange and relationship building. Digital tools like QR codes on virtual meeting invites can streamline contact sharing while ensuring critical data flows into CRM systems. By embracing digital transformation thoughtfully, sales teams can improve efficiency and capture more meaningful customer data that drives better outcomes.

The Critical Role of Data Automation
With 44% of sales contacts never making it to CRM systems, organizations are missing crucial data needed for strategic decision-making. Manual data entry remains a major pain point, taking valuable time away from actual selling activities and creating inconsistent records. Automated tools that capture and enrich contact information can dramatically improve data quality while freeing up sellers to focus on relationship building. This combination of better data and more selling time helps organizations understand their market better and close more deals. The impact compounds across marketing, sales, and customer success teams who all benefit from having complete, accurate customer information.

AI's Dual Impact on Sales Effectiveness
While AI will make sales outreach more efficient, it will simultaneously increase market noise and make genuine human connection more valuable than ever. Smart automation of administrative tasks gives sellers more time for meaningful customer interactions while providing better data for decision-making. The technology enables deeper prospect research and personalization without manual effort, helping sellers break through the noise with relevant outreach. However, the key to success will be using AI to enhance rather than replace human relationships, focusing on authentic engagement while letting automation handle routine tasks. This balanced approach helps organizations scale efficiently while maintaining the personal touch that drives deals forward.

The Power of Strategic Customer Relationships
Analysis shows that engaging C-level executives in the last two QBRs before renewal makes companies seven times more likely to secure cross-sell opportunities, with 45% win rates. Conversely, keeping QBRs at lower levels increases churn risk by four times, highlighting the critical importance of executive relationships. These insights emerge from consistent data capture and analysis of customer interactions across the entire lifecycle. By understanding which relationships drive revenue at each stage, organizations can be more strategic about stakeholder engagement. This data-driven approach to relationship building has a massive impact on both retention and growth.