Three priorities define the foundation of David Rubinstein’s sales leadership vision: earnings, growth and happiness.
As vice president of sales at Kustomer, Rubinstein’s first priority is ensuring his team is reaching their sales targets — not just for the company’s performance but also for the commission it earns his team members.
“It’s super important to me that everyone feels like they’re getting paid fairly for the hard work they put in and are attaining," he said.
On his second priority, his ideology follows that of the idiom, ‘Leave this world better than you found it,’ but is specific to the people on his team.
“I often ask myself, ‘Are they more skilled than when they first joined?’ I want to make sure that a year down the line, they’ve really upped their game,” he explained. He also noted that he asks new hires to describe themselves using three adjectives, an exercise that helps him not only understand how they see themselves but also understand where they want to grow.
“Lastly,” he added, elaborating on his third priority, “I’m big on making sure everyone’s happy with their job. Do they enjoy what they’re doing, who they’re working with and feel like they’re making a difference? That’s a big deal for me.”
Kustomer’s culture and Rubinstein’s vision for the sales team help build an environment in which employees can flourish and advance their careers. According to Rubinstein, ambitious tech talent thrive with a culture of high ownership for each individual, a strong focus on diversity, equity and inclusion, and a structure that allows for cross-functional collaboration with leaders.
WHAT KUSTOMER DOES
Kustomer is a customer relationship management platform that offers omnichannel messaging, a unified customer view and AI-powered automations.
“We look for people who are passionate about enhancing the customer service experience for everyone involved,” he said. “We’re a high-growth business with no plans of slowing down and seek agile learners who want to learn and be challenged every day as we push the boundaries of AI in our platform.”
Built In spoke with Rubinstein to learn more about how he builds a culture where individuals not only meet their goals but exceed them.
How do you build team culture at Kustomer?
I’m really passionate about building a team culture, and it kicks off the moment someone says “yes” to joining us. I personally make it a point to give them a call the day they accept their offer. It’s all about creating that immediate connection between me, the new team member and the rest of the team.
Before a new team member starts, I encourage everyone on the team to reach out and support the new joiner. It’s not just about being welcoming — it’s about actively helping each other out. I always look for people who naturally want to do the right thing and think beyond themselves. I love seeing team members who are driven and aim high but are also genuinely happy to see their teammates succeed.
In our team, celebrating each other’s wins and cheering each other on is a big part of what we do. It creates this atmosphere of optimism and keeps everyone consistent in their efforts. This is super important because it’s not just about the work we do, it’s about how we do it together. That’s what makes us successful.
It’s not just about the work we do, it’s about how we do it together.”
What is the employee value proposition for those thinking about joining Kustomer?
Kustomer offers a high sense of ownership with a focus on supporting diversity, equity and inclusion. We ensure that everyone who joins my team leaves with a significantly enhanced skill set, especially in sales. It’s important to me that they become better sellers than when they first arrived. But it’s not just about the sales process — I aim to provide a comprehensive experience that broadens their capabilities in various aspects of their career.
I focus on nurturing not only their sales skills but also their ability to understand the market, connect with clients and develop strategies that work in real-world scenarios. This involves hands-on experiences, regular training and exposure to different situations that challenge them to grow.
I believe in fostering a culture of continuous learning and adaptability. By the time someone moves on from our team, whether internally or otherwise, I want them to be equipped with a versatile skill set, a strategic mindset and the confidence to tackle any challenge in their career path. Working here should be transformative and help the team grow not only as salespeople but as well-rounded professionals who can thrive in any dynamic business environment.
Working here should be transformative and help the team grow not only as salespeople but as well-rounded professionals who can thrive in any dynamic business environment.”
How do you help your team grow their careers?
The coaching process starts before someone officially joins the team. To kick things off, I send an inspirational video to all new hires. It’s a way to get them thinking and excited about the journey ahead.
I also encourage them to identify areas they feel need improvement or where they see opportunities for coaching. This is not a one-time thing. I invest time in regular conversations to really understand their career aspirations and help them chart a path to get there. It’s all about providing them with the tools and support they need to stretch their skills and grow in their careers.
What is something exciting that you are currently working on with your team?
What’s really thrilling for me and my team is the shift from building to scaling up. We’ve spent a good chunk of time getting our team fully ramped up, and now we’re at this exciting point where we can really focus on growth. Looking at the year ahead, the potential for our growth is what has me the most pumped. We’re working with some incredible brands, and the opportunity to expand and take our efforts to the next level is both challenging and exhilarating.
