GTM Science - A show for GTM and RevOps leaders

Kyle Norton helped take Owner.com from $2M to over $60M ARR in three years. The moves that made it possible aren't the ones most revenue leaders would prioritize. From a single AI experiment that boosted win rates by 15 points in one quarter, to counterintuitive bets on team structure and enablement that most companies don't make until it's too late, Kyle's playbook is built on compounding investments that pay off at scale.In this episode of CRO Stories, Rachael Bueckert sits down with Kyle Norton, CRO of Owner.com, for a deep dive into what he actually invested in and why. Expect tactical stories on using data to challenge assumptions about what makes a great sales call, a science-backed coaching and enablement framework borrowed from elite martial arts, a mental model for ruthless prioritization when you have a hundred good ideas and limited bandwidth, how the CRO role evolves from the trenches to multi-year strategic bets, and why keeping your tech stack simple might be the highest-leverage decision you make early on.Resources mentioned in this episode:• Kyle Norton's Revenue Leadership Podcast & Substack• Kyle's Coaching Mastery article• Book: The Talent Code by Daniel Coyle• Book: The Adult Learner by Malcolm Knowles• Book: Thinking in Bets & How to Decide by Annie Duke• Book: The Coddling of the American Mind by Jonathan Haidt[00:57] Introduction [02:04] The AI call scoring experiment that changed everything[04:29] Surprising finding: 10 of 12 critical skills were end-of-call[06:52] Testing one variable at a time—change management philosophy[09:07] Why most enablement adoption fails and how to fix it[10:44] The forgetting curve and spaced repetition in sales training[12:03] Building enablement programs with Bloom's Taxonomy[15:05] Manager coaching cadence and reinforcement activities[17:09] Traffic light model: green, yellow, and red light changes[19:10] The 4I coaching framework from martial arts to sales[20:14] Book recommendations: The Talent Code and adult learning science[23:26] Kyle's coaching mastery article and the behavior change mandate[24:36] From VP of Sales to CRO—how the job evolves at each stage[27:54] Prioritization: the 5P expected value framework[32:16] Cross-functional roadmap alignment at scale[34:27] When to bring in outside Rev Ops help[38:28] Keep your CRM simple—out of the box until $10M ARR[40:53] Jason Lemkin's AI go-to-market stack and why process comes first[43:28] Scaling Owner from $2M to $60M+ ARR—the operational playbook[46:42] Talent density as a compounding advantage[47:28] The story Kyle doesn't tell enough—martial arts and mental toughness[50:42] Where to find Kyle_______________________________________________________________GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES● Website● LinkedIn● TikTok

Your marketing engine is generating leads, hitting MQL targets, and sales is following up. So why isn't revenue growing faster? The answer isn't more budget. It's optimization. Most companies skip straight from "it's working" to "let's spend more" without ever asking: which leads are actually worth something, and where are we lighting money on fire?In this episode, Eddie Reynolds and Rachael Bueckert break down how to move beyond foundational execution and start turning the knobs on your inbound marketing engine. From building a minimum viable attribution model to calculating lead value by segment, benchmarking inbound against outbound using CAC payback, and running pipeline council meetings that actually produce decisions—this episode walks through the full optimization playbook. If you've got the foundation in place and you're ready to squeeze more revenue out of what you already have, this is where you start.Resources mentioned in this episode:• Newsletter: How to Optimize Marketing Generated Revenue• GTM Efficiency Pyramid Framework• Newsletter: Benchmarking GTM Efficiency[00:00] Why optimization matters more than more budget[01:02] The related newsletter and what it covers[02:14] What the foundation looks like when it's actually working[04:11] Why the foundation alone isn't enough[06:04] Attribution: why it belongs in the optimization stage[08:47] Blending quantitative and qualitative attribution data[10:42] Minimum viable attribution—what's good enough[15:25] Setting the performance bar: lead conversion, activity-based, and CAC payback[20:30] Why CAC payback trumps other benchmarks[22:06] GTM efficiency ratio vs. CAC payback[24:14] When results justify a major strategy shift[25:55] Segmentation and lead value by channel, segment, and geography[29:24] How lead scoring ties into segmentation and optimization[32:08] Process evaluation: what to do when a segment underperforms[34:45] Sales process and pipeline management as optimization levers[39:26] Pipeline council: who participates and why it matters[43:00] Structure and cadence of pipeline council meetings[44:22] Walking away with tangible action plans[45:36] From analysis to action: the GTM ops roadmap[48:31] Prioritizing optimization projects with OKRs[50:05] Timeline expectations—from quick wins to long sales cycles[54:47] Resources and team capabilities needed for optimization[57:03] The importance of executive buy-in and accountability[1:01:56] Closing: the one thing revenue leaders should take away_______________________________________________________________GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES● Website● LinkedIn● TikTok

AI can automate busy work, but it won't automate judgment, empathy, or curiosity—the things that actually win deals. Too many go-to-market teams are chasing speed before trust, buying AI tools hoping they'll fix what's broken instead of understanding the system first. The result? Automation that scales confusion instead of growth.CRO Stories host Rachael Bueckert sits down with Jody Geiger, Co-founder of AI Sales Studio at GTM Shift, to explore what it actually takes to build a culture of innovation around AI in go-to-market operations. With 20 years in sales leadership across companies like Apple, Galvanize, and Rogers, Jody brings hard-won perspective on what separates teams that succeed with AI from those that chase shiny objects and miss the fundamentals.The episode digs into practical applications of AI in GTM operations, from auditing workflows at the click level to building systems with learning loops built in. For GTM leaders trying to tie AI to pipeline, win rates, and rep productivity, Jody offers a clear framework: find the friction in your system, do good discovery like a salesperson would, audit workflows at the ground level, and build a business case before implementing. The goal isn't to replace human capabilities but to augment them, freeing up teams to focus on the things AI can't do—building relationships, exercising judgment, and staying curious.Key topics covered:[00:00] Intro[03:35] Building Go-to-Market Orgs from Scratch[08:05] Skills and Mindsets for High-Performing Revenue Teams[09:29] Scaling the Unscalable Differentiator[13:37] Capturing Customer Insights Without Extra Time[16:05] AI Sales Studio Origin Story[18:28] Best Use Cases for AI Implementation[22:21] First Measurable AI Win Demo Automation[26:37] Streamlining Outbound Email with AI Workflows[29:51] Teaching AI Implementation Through Workshops[33:14] Behaviors of AI-Enabled Elite Sellers[36:36] Measuring AI Impact on Pipeline and Productivity[38:45] Where to Find Jody and AI Sales Studio_______________________________________________________________GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES● Website● LinkedIn● TikTok

Two-thirds of B2B teams are using AI in go-to-market, and 85% report seeing a boost. But there's a massive gap between teams just saving time with AI and those seeing actual pipeline and conversion improvements. What separates winners from experimenters?Eddie Reynolds sits down with Craig Rosenberg, Chief Platform Officer at Scale Venture Partners, to break down their State of GTM AI Report and reveal what's actually working and why most companies still aren’t seeing the results they expected.Craig shares the data on which AI implementations drive real revenue impact versus which just save time. From autonomous SDR bots booking qualified meetings to AI-powered competitive intelligence systems that surface opportunities your reps would never find manually, this conversation goes deep on specific examples. Eddie and Craig discuss what "GTM engineers" actually do, whether to buy or build AI solutions, and why most companies struggle to measure ROI despite seeing results.The conversation also digs into what has to be in place before AI can really make an impact on revenue, which teams are best positioned to lead adoption, and how top performers are using new tools to sharpen what they already do well. If you're trying to figure out where AI fits in your GTM stack and how to move beyond surface-level implementations, this episode delivers the data-backed playbook.Read Scale Venture Partners’ State of GTM AI Report here.Listen to Craig Rosenberg’s Podcast: The Transaction PodcastKey topics covered:[00:00] Intro[00:32] Phase One vs Phase Two AI Implementation[03:55] Marketing Teams Leading AI Adoption[06:00] Strategy First, Technology Second Approach[08:42] Successful AI Users Define Specific Outcomes[11:28] Human in the Loop Requirements[14:16] Campaign Analysis Driving 3x Pipeline Growth[18:19] Data Quality Challenges and Solutions[23:22] Toughest Go to Market Environment Ever[27:27] Clay and Micro Segmentation Success Stories[32:51] Account Research Made Fast and Effective[35:14] AI-Powered Pipeline Reviews[38:33] Rev Ops Leading AI Implementation[41:35] Individual Innovation vs Organizational Scale_______________________________________________________________GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES● Website● LinkedIn● TikTok

You pull the pipeline report and it's chaos: opportunities in the wrong stages, missing qualification data, deals that should have closed months ago just sitting there. The problem isn't your process. It's that nobody's actually following it. Hosts Eddie Reynolds and Rachael Bueckert reveal why process adoption is the number one thing companies struggle with in go-to-market, and the exact system to fix it.Drawing from his experience at Salesforce where process discipline was embedded into muscle memory, Eddie reveals the systematic approach to driving adoption across your entire GTM organization. This isn't about creating more documentation or adding more training sessions, it's about building accountability mechanisms, creating the right reports, establishing consistent coaching rhythms, and making process adherence part of your culture. Whether you're struggling with pipeline hygiene, lead follow-up, or opportunity qualification, this episode walks through the exact steps to get your team executing consistently. Read the full newsletter: How to Drive Adoption of Your GTM ProcessesView the GTM Ops Decision Tree: HereLearn more about Union Square Consulting: unionsquareconsulting.com[00:53] Introduction to GTM process adoption[01:18] Why process adoption is the #1 struggle[02:38] Adoption vs. practice: the sports analogy[03:30] Building muscle memory at Salesforce[05:38] Signs your processes aren't being adopted[06:26] Using reports to diagnose adoption issues[11:42] Creating accountability mechanisms[16:15] The role of consistent coaching[20:48] Training new hires on existing processes[25:33] Documentation that actually gets used[30:17] Building process into CRM workflows[35:24] Making adoption part of performance reviews[40:32] The management team's daily discipline[45:18] Focusing on one thing at a time[50:26] Pipeline hygiene as a forcing function[54:33] Adapting Salesforce's playbook approach[57:00] The brain surgeon analogy[57:57] Key takeaway: pick one thing and drive it_____________________________________________________________________GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES● Website● LinkedIn● TikTok

Most CFOs and exec decision makers ask the wrong question when evaluating go-to-market ops investments. They want to see projected ROI before fixing anything. But when your pipeline is a mess, your baseline numbers are already fiction.Hosts Eddie Reynolds and Rachael Bueckert address the question that frustrates Eddie most: "What's the ROI of go-to-market ops?"This episode breaks down why measuring GTM ops ROI is so challenging, and why sometimes you don't need exact numbers to know you're sitting on a massive opportunity.Eddie walks through a detailed financial model showing how even conservative improvements across pipeline management, lead conversion, and customer retention can generate millions in additional revenue. If you're a revenue leader trying to justify investment in GTM ops to your finance team, this episode gives you the framework to make that case.Read the full newsletter: The ROI of GTM OpsTry the ROI Calculator: GTM Ops ROI Spreadsheet[00:46] Introduction to the ROI of GTM ops[01:04] Why Eddie hates this question (but understands it)[03:34] The kitchen fire analogy[04:46] Why ROI is so difficult to measure[06:00] The broken scale problem[08:42] Starting with qualitative assessment[12:15] Building the financial model[16:28] Conservative improvement assumptions[20:35] Pipeline management impact[24:17] Lead conversion improvements[28:42] Customer retention and expansion[32:56] Adding up the total revenue impact[36:21] Time savings and strategic capacity[40:18] Rising above tactical execution[44:24] Making the case to your CFO[46:06] Using the GTM ops decision tree[47:04] The engine vs. fuel metaphor_____________________________________________________________________GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES● Website● LinkedIn● TikTok

A $100M B2B SaaS client couldn't tell how many leads or opportunities they generated each month. Their PE firm called us asking for help, but there wasn't time to spend six months building the perfect measurement system. Here's how we helped them.In this solo episode, Eddie Reynolds breaks down how to get visibility into your go-to-market metrics fast while simultaneously building the foundation for long-term growth.Eddie walks through the "quick and dirty" approach our team took, starting with demo requests as proxy leads and demos delivered as proxy opportunities, and why sometimes imperfect metrics you can measure today beat perfect metrics you can't access for six months. Eddie shares the common trap of waiting for perfect data (spoiler: you'll never get there), why you need to define your qualification process before you can objectively say leads are low quality, and how one customer discovered their inbound motion was completely broken only after building the SDR team and process to properly test it.From defining what counts as a qualified opportunity to measuring customer health with nothing more than a red-yellow-green dropdown in Salesforce, Eddie explains how to balance the pressure to produce results now with the work required to build sustainable systems for the future—and why this is fundamentally a never-ending journey.Resources mentioned in this episode:GTM Decision TreeInbound Efficiency FrameworkOutbound Efficiency FrameworkGTM Efficiency Pyramid FrameworkGTM Metrics and InsightsFrameworkRead the article on this topic here.[00:50] Introduction: The $100M Company With No Metrics[03:02] What You Can Measure Today[06:01] The Trap Of Waiting For Perfect Metrics[08:28] Why Defining Process Comes Before Measuring Results[13:06] Starting With New Business Pipeline[16:06] The Question: Generate More Pipeline Or Close More Pipeline?[18:13] Defining Your Inbound Process[20:42] The MQL Definition Problem[22:13] Building Your Outbound Foundation[26:00] Getting Quick Visibility While Building Long-Term Foundation[29:11] Net Revenue Retention: Onboarding And Customer Health[33:52] The Simple Red-Yellow-Green Approach[37:30] Where This Customer Ended Up[39:42] Final Takeaways And Resources_____________________________________________________________________GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES● Website● LinkedIn● TikTok

When Kathleen Booth asked a VC operating partner what's actually working in B2B right now, his answer was simple: microsegmentation. Everything else? Not so much. In this episode, our host Rachael Bueckert sits down with Kathleen Booth, former SVP of Marketing at Pavilion, to unpack what that actually means and how to do it without becoming another spam machine.Kathleen shares how Pavilion used AI to not only help create their microsegments, but find highly specific messaging that actually converted. The conversation gets into "moments that matter" for different buyer personas, why ungated content converts better than gated when done right, and how to build toolkits that people actually want to download.From building Pavilion's GTM conference from scratch to creating an AI-first marketing team, Kathleen breaks down the tools, the processes, and the judgment calls that separate microsegmentation that feels human from spray-and-pray at scale.[00:46] Introduction And Kathleen's Background At Pavilion[01:36] Building Pavilion's GTM Conference From Scratch[04:48] What Kathleen Will Miss Most About Pavilion[07:45] Defining Microsegmentation[11:18] How AI And Enrichment Tools Enable Microsegmentation At Scale[14:22] The Line Between Helpful And Creepy Personalization[16:39] Going Beyond "Congrats On Your Recent Raise"[18:14] Using Clay To Scrape Press Releases And Company Data[19:58] Researching What Segments Matter For Your Business[21:25] Identifying "Moments That Matter" For Your Buyers[24:04] The Content Strategy: Ungated Pillar Content With Gated Toolkits[28:40] The Tech Stack For Microsegmentation[31:04] Why Imagination Is The Limiting Factor, Not Tools[35:14] Measuring Success Beyond Open Rates[40:05] Common Mistakes Companies Make With Microsegmentation[44:04] The Future: Humanity As Your Edge When Bots Buy From Bots[45:27] What's Next For Kathleen_____________________________________________________________________GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES● Website● LinkedIn● TikTok

Hosts Eddie Reynolds and Rachael Bueckert tackle one of the most expensive yet overlooked problems in B2B marketing: most inbound leads never make it into the pipeline. If your marketing team is generating thousands of leads but sales isn't converting them, the problem might not be lead quality—it could be your process.Eddie reveals the two biggest cash burns he sees across go-to-market teams: hand-raiser leads that don't get adequate follow-up, and score-based leads that convert worse than cold outbound. Walking through a systematic nine-step framework, this episode shows exactly how to diagnose whether you have an operational problem or a lead quality problem, and more importantly, how to fix it. From lead routing and response times to scoring criteria and rep coaching, these aren't theoretical fixes—they're the same steps that helped one customer increase their lead-to-close rate by 25x.Read the full newsletter: HereView the GTM Efficiency Pyramid: Here[00:00] The two biggest marketing money wastes[01:03] Introduction to the 9-step process[01:37] Why most inbound leads never convert[03:01] Operational issues vs. bad lead quality[06:06] Step 1: Define your lead qualification criteria[11:24] Step 2: Implement proper lead routing[16:42] Step 3: Set response time expectations[21:18] Step 4: Create follow-up cadences[26:35] Step 5: Build lead scoring models that work[31:47] Step 6: Separate hand-raisers from scored leads[36:22] Step 7: Track conversion metrics by source[40:58] Step 8: Create accountability dashboards[45:13] Step 9: Coach reps with data, not gut feel[50:12] What to do after implementing all nine steps[52:04] Key takeaways and biggest ROI opportunities_____________________________________________________________________GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES● Website● LinkedIn● TikTok

What does it take for a RevOps leader to make the jump to CEO? In this episode, Eddie Reynolds sits down with Scott Sutton, CEO of Later and former VP of RevOps at ZoomInfo, to talk about his path from supply chain intern to running a $100M+ PE-backed company—and what he learned about measurement, accountability, and go-to-market strategy along the way.Scott shares why/how he cut 2/3rds of all leads at ZoomInfo (resulting in increased revenue), the strict (but not punitive) policies he uses to ensure reps actually follow the process, and why every deal-focused CRO needs a detail-obsessed counterpart who geeks out on Salesforce logic. The conversation gets into how Later completely pivoted their business model when data showed customers spending $40M on influencer marketing but only buying $30K software licenses, why gut feel is just unorganized data in your head, and when to stop adding complexity and just nail the basics first.From factory floor lean principles to the Moneyball hiring approach, Scott breaks down why instrumentation beats automation, when to say no to building that perfect attribution model, and how RevOps professionals can translate their work into the kind of strategic impact that opens doors to the C-suite.Learn more about Later at later.com or check out their podcast "Beyond Influencers."Read the article on this topic here.[00:45] Introduction And Scott's Background[02:02] Scott's Career Journey From Supply Chain To CEO[05:08] Translating RevOps Work Into Executive Impact[10:01] How Scott Cut 25% Of Leads And Increased Revenue[11:05] Building The Data Infrastructure First[12:11] Balancing PE Pressure With Building Foundations[15:16] The Non-Negotiables For Sales Process Accountability[17:00] Hiring Your Opposite - The Moneyball Approach[21:14] When Process Becomes Critical As You Scale[24:52] Getting Consistent On Definitions Across Teams[27:03] The Marketing Vs Sales Blame Game[30:20] Re-Engineering Go-To-Market For Enterprise[33:25] Moving From Software Licenses To Media Spend Deals[36:04] Codifying The Entire Go-To-Market Motion[40:29] When To Instrument Vs When To Simplify[44:24] The Limits Of Automation[47:03] Nail The Basics Before Adding Complexity[48:38] How To Learn More About Later_____________________________________________________________________GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES● Website● LinkedIn● TikTok

What if one of your marketing channels is secretly printing money while another is burning through cash, but your blended CAC payback metric is hiding what's happening behind both? In this episode, Rachael Bueckert and Eddie Reynolds tackle why measuring CAC payback at the aggregate level is like looking at your financials through foggy glasses.Eddie breaks down why the twelve-month payback threshold matters, how to actually calculate CAC payback for different channels and segments, and why most companies are focusing on fixing what's broken instead of doubling down on what's already working exceptionally well. The conversation gets into the messy reality of attribution, the data you actually need (versus the perfect data you'll never have), and when to cut versus optimize underperforming channels.From Facebook's like button to Salesforce's SDR handoff process, Eddie shares concrete examples of how seemingly small optimizations to high-performing areas can create massive returns—and why your go-to-market ops team should be proactively hunting for these opportunities rather than just firefighting whatever squeaky wheel gets the most attention.Read the article on this topic here.[00:00] Cold Open - Why We Focus On What's Broken Instead Of What's Working[02:02] Episode Introduction[02:11] Why CAC Payback By Channel Matters[04:30] Breaking Down The CAC Payback Formula[07:53] What To Do When CAC Payback Is Over A Year[10:32] The Biggest Issue With Blended CAC Payback[12:27] Breaking Down Lead Buckets To Calculate CAC Payback[15:13] What Systems And Processes You Need In Place[18:14] Choosing Which Buckets To Analyze[22:19] How To Measure CAC For Different Segments[25:25] The Dumpster Fire Vs. Slot Machine Dilemma[31:22] Why Healthy Channels Get Ignored[32:54] What To Do After Analyzing CAC Payback By Channel[39:44] How To Know When It's Time To Cut Something[43:00] When To Double Down Vs. Risk Diminishing Returns[49:23] Using Historical Data To Predict Future Performance[55:26] The Role Of Go-To-Market Operations[59:34] The Moneyball Approach To Revenue Operations[1:02:09] First Steps: Form A Hypothesis And Test It_____________________________________________________________________GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES● Website● LinkedIn● TikTok

Most B2B SaaS companies think they have their ICP nailed down, until you realize their "ideal customer" spans fourteen industries, three market segments, and basically anyone with a pulse and a credit card. In this episode, Eddie Reynolds sits down with Brady Jensen, CEO of Clear Go to Market, to talk about why your ICP is probably too broad (or just sneakily WRONG) and what to do about it.Brady shares his methodology for actually validating your ICP by talking to prospects in non-sales contexts, how to find those "weird" characteristics that truly define your best buyers (hint: it's not just industry and revenue), and why competitive intelligence should focus on strategic signals rather than feature-by-feature battle cards that nobody believes anyway. Brady shares when to say no to customers outside your ICP, how to test differentiation messages before your sales team wastes months pitching them, and why the gap between what marketing creates and what actually resonates with buyers is still embarrassingly wide at most companies.From insurance companies to private equity firms, Eddie and Brady use real examples to show how narrowing your focus (even when it means walking away from revenue) can be the smartest growth strategy you'll ever implement.You can learn more about Clear Go to Market at cleargtm.com or reach out to Brady at bjensen@cleargtm.com.Read the article on this topic here.[00:45] Intro And Welcome[01:21] Brady Introduces Clear Go To Market[01:41] Brady's Journey From Sales Rep To CEO - The Problem Of Unvalidated Messaging[04:05] The Art And Science Of Go To Market[05:14] Defining ICP - Starting With Eddie's Example Of Companies Being Too Broad[08:20] Tangible Criteria For Defining ICP[14:20] Brady's Validation Process - Talking To Prospects In Non-Sales Contexts[19:23] Narrowing Down ICP Beyond Broad Categories[24:25] When To Say No To Customers Outside Your ICP[30:58] The Importance Of Buyers Feeling "These People Get Me"[35:40] Competitive Intelligence Discussion[37:16] What Competitive Intelligence Really Means[38:48] The Four Criteria For Differentiation[42:27] Strategic Vs Tactical Competitive Monitoring[44:06] "Weird" ICP Characteristics And Non-Obvious Buying Signals[46:41] How To Learn More About Clear Go To Market_____________________________________________________________________GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES● Website● LinkedIn● TikTok

Rachael Bueckert and Eddie Reynolds dive into why most AI implementations in go to market fail and what it takes to build AI foundations that actually work. Using Sas's successful AI SDR that outperformed human reps in just 2 weeks as a case study, Eddie breaks down the critical foundational work that most teams skip when jumping straight to AI tools and prompts.Eddie explains why the same elements that make human SDR teams successful are exactly what AI needs to work properly. This includes hyper-segmented buyer personas, clean data in your CRM, documented processes, and strong accountability from frontline management. The conversation reveals how Union Square Consulting built their own AI-powered content workflow and why having a human subject matter expert who already knows what good looks like is non-negotiable for AI success.Read the full article here.[00:00] Intro[02:04] Why the Faster AI SDR story hits a nerve[03:21] The failed attempts at AI SDR implementation[05:08] Why go to market leaders jump straight to tools[07:27] Key foundational elements for AI success[12:08] What makes AI and human motions fail similarly[14:10] Identifying bad versus missing data[18:38] Defining good processes for accurate data[24:43] The human component in process breakdowns[28:45] Following the go to market efficiency pyramid[30:18] The right time to introduce AI[34:18] Using AI to accelerate content production[42:02] Where teams should start with AI implementation[44:49] How realistic are 2 week results[49:23] Why old school mentality won't survive[53:04] Maintaining momentum during foundational work_____________________________________________________________________GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES● Website● LinkedIn● TikTok

When Forbes compares your company to the Salesforce of your industry without you even pitching them, you're doing something extraordinary with your brand and go-to-market strategy. Host Rachael Bueckert sits down with Aviv Canaani, CRO/CMO of Datarails to uncover how he did it, helping Datarails grow 90% in new sales YoY in the process.In this episode, Aviv reveals the counterintuitive journey from marketing leader to revenue chief, sharing how Datarails flipped from 95% outbound to 95% inbound in just a few years. From earning respect in the sales org as "the marketing guy" to building a waterfall planning system that turns revenue targets into exact headcount and budget requirements, Aviv breaks down what it actually takes to create predictable revenue. If you're trying to figure out how to make your revenue machine actually predictable instead of just hoping for the best, this conversation will change how you think about integrated revenue operations.Connect with Aviv on LinkedIn.[0:14] When Forbes Compares You to Salesforce Unsolicited[1:26] Building a Predictable Revenue Machine[4:47] Transforming from 95% Outbound to 95% Inbound[5:23] Inheriting the CRO Role: Building Respect as "The Marketing Guy"[6:12] Promoting Your Best AEs to Build Your Sales Leadership[10:18] "Now I Have No One to Blame"[11:42] Why Revenue Is a Team Sport, Not Marketing vs. Sales[13:09] The Case Against AEs Prospecting[15:00] How to Build the Leading Podcast in Your Industry[16:09] The Waterfall System: From Budget to Meetings to Revenue[18:27] Hiring B2C Marketers for B2B: The Data-Driven Approach[22:15] Multi-Touch Attribution: From Forms to SDR Calls to Gong[26:15] Why Speed to Lead Beats Everything[28:27] Scaling from 6 to 27 AEs While Filling Their Calendars[29:59] Why Inbound Converts Better Than Outbound[32:31] Sales vs. Marketing Attribution Wars Are Pointless[35:14] Why Yesterday's Best Practices Stop Working[38:38] Using AI and Automation to Make SDRs 4x More Productive[41:03] The AI SDR That Laughed When Asked If It Was AI[42:43] Your Biggest Deal Ever Came from ChatGPT[45:47] The CFO vs. CEO: Who's Leading AI Adoption?[51:00] Annual Planning: Working Backwards from ARR Target[53:23] Why It Doesn't Matter If You Come from Sales or Marketing[54:18] Advice for New CROs: Get in the Trenches and Experience Sales_____________________________________________________________________GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES● Website● LinkedIn● TikTok

Hosts Eddie Reynolds and Rachael Bueckert discuss a metric that most CROs overlook until it's too late: the Go-to-Market Efficiency Ratio. Why do revenue leaders who crush their numbers still get replaced? The answer lies in understanding what it actually costs to grow, not just whether you're growing.In this episode, Eddie breaks down the GTM Efficiency Ratio pioneered by David Spitz, exploring why traditional metrics like CAC Payback and LTV:CAC fall short of telling the full story. From analyzing the real cost per dollar of new revenue to understanding when manual hustle stops scaling, this conversation reveals the systems-thinking approach that separates $10M CROs from $100M ones. If you're a revenue leader wondering how to build a truly scalable engine (or why efficiency matters more than ever in 2026) this episode is essential listening.Read the newsletter on this topic here.Explore all of our Frameworks here.[00:00] Why CROs get fired despite hitting targets[01:13] Introduction to GTM efficiency benchmarking[02:17] David Spitz and the GTM Efficiency Ratio[03:08] What's missing from CAC Payback and LTV:CAC[06:58] Understanding the GTM Efficiency Ratio formula[11:42] New business efficiency vs. total business efficiency[15:28] Benchmarking data across revenue stages[22:04] How to calculate your own GTM efficiency[26:37] What good efficiency looks like by company stage[31:15] Identifying where money is being wasted[36:44] The difference between growth and profitable growth[40:18] Building repeatable, scalable systems[46:46] When manual effort stops working at scale[48:50] Understanding your numbers as a capital steward[49:36] Getting help to reach the next level_____________________________________________________________________GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES● Website● LinkedIn● TikTok

Hosts Eddie Reynolds and Rachael Bueckert discuss the most effective AI applications for go-to-market teams. Eddie shares candid insights from Union Square Consulting's experience implementing AI across sales, marketing, and customer success, emphasizing that successful AI adoption requires the same foundational elements that make human-driven processes work.The conversation explores specific AI use cases that are delivering real results, from automated account research and personalized outbound messaging to customer health scoring and expansion opportunity identification. Eddie draws parallels between today's AI implementation challenges and the early days of sales automation tools, warning against the temptation to simply add volume without strategic focus. Rachael adds practical examples of how their team uses AI as a co-pilot for content creation and marketing analytics while maintaining quality and authenticity.Read the newsletter on this topic here.Explore all of our Frameworks here.[00:00] Intro[01:42] Common AI implementation mistakes[04:31] Jason Lemkin's AI SDR success story[09:32] AI as copilots not autonomous systems[14:28] Account identification using AI[18:24] Foundational elements before AI acceleration[22:32] Process mapping for AI success[24:22] Content generation with AI copilots[26:26] Lead scoring and prioritization[31:01] Marketing analytics with AI assistance[36:04] Customer success AI applications[40:58] Neglected CS departments need AI[46:46] Alignment and focused investment requirements[51:36] Choosing your first AI use case[56:43] Revenue retention priority framework_____________________________________________________________________GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES● Website● LinkedIn● TikTok

How do we show fast progress in GTM Ops and RevOps without waiting on a 12-month roadmap?Eddie shares the exact frameworks Union Square Consulting uses to help clients achieve results within as little as 3 months (including how one of our clients saw a lead-to-won conversion rate lift of 0.2% to 5% in just months).The conversation centers on two core tools - the Go to Market Efficiency Pyramid and the Go to Market Decision Tree - that help revenue leaders focus their efforts where they'll have maximum impact. Eddie explains why most companies instinctively jump to pipeline generation when the real bottlenecks are often downstream in retention, expansion, or deal management. Using real client examples, he demonstrates how getting fundamentals and adoption right can deliver transformational results in 30 to 90 days, even in organizations with 9-month sales cycles.Read the newsletter on this topic here.Explore all of our Frameworks here.[00:00] Intro[04:08] Board expectations for new CROs[08:34] Defining quick hits in go-to-market[15:52] Go-to-market efficiency pyramid explained[20:06] Foundation before adoption matters[28:55] Go-to-market decision tree framework[33:01] Most companies wrongly focus on lead generation[38:50] Real world example of 25x improvement[44:20] Profitable companies leaving money on table[46:17] Adoption through dashboards and accountability[54:38] Key takeaway on quick implementation[55:38] Why this approach works across companies[59:44] One action item for revenue leaders_____________________________________________________________________GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES● Website● LinkedIn● TikTok

We recently talked with a CMO at a $100 million company whose leads weren't converting, despite having quality inbound interest. The cause? It always boils down to two main problems. And this story isn't unique -- it repeats across organizations of all sizes. The two problems also repeat.Eddie breaks down the core diagnosis framework he uses with clients to solve the issue. He also walks through a detailed case study where implementing these fixes resulted in a 2500% increase in lead to closed won conversion rates for one of our clients.Read the newsletter on this topic here.Explore all of our Frameworks here.[01:09] Why MQLs Aren't Converting to SQLs[02:25] The Real Problem Behind Poor Lead Conversion[05:10] Two Reasons Leads Don't Convert[06:44] Building a Solid Follow Up Process[08:08] Hand Raisers Getting Zero Follow Up[10:05] Case Study 25x Conversion Rate Increase[13:02] Why Speed to Lead Matters[16:17] The 5 Minute Response Rule[19:46] Essential Follow Up Process Components[22:00] Tracking and Enforcing Follow Quality[24:13] Capacity Planning for Lead Teams[27:34] Intent Signals and Lead Scoring[30:16] Starting Simple with Lead Qualification[34:46] CAC Payback by Lead Type[38:30] Using Data to Identify True ICP[41:29] Segmenting SQLs for Meaningful Insights[45:50] Defining MQLs Based on Performance[48:10] First Things to Audit After This Episode_____________________________________________________________________GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES● Website● LinkedIn● TikTok

Hosts Rachael Bueckert and Eddie Reynolds tackle one of the most deceptive problems in B2B revenue operations: why marketing dashboards can look stellar while revenue targets consistently get missed. Together, they introduce the concept of the "unblended funnel" as the solution.Eddie breaks down how blending all leads together creates dangerous blind spots, using examples like hand-raiser leads versus webinar attendees that convert at vastly different rates. He explains how this same problem extends beyond marketing into sales execution, customer success, and net revenue retention, often leaving companies chasing low-converting opportunities while ignoring their highest-value segments. The conversation covers practical steps for segmenting data by industry, company size, lead source, and stakeholder engagement to identify what's actually driving revenue growth.Read the newsletter The Unblended Funnel here.Explore all of our Frameworks here.[00:00] Intro[01:24] The Blended Funnel Problem[04:04] Beyond Marketing Attribution Issues[07:29] Essential Processes for Data Accuracy[10:50] Close Rate Segmentation Insights[14:28] Micro Funnels for Lead Sources[16:31] Critical Segmentation Dimensions[18:25] Sales Execution Close Rate Analysis[24:27] Net Revenue Retention Breakdown[31:28] Connecting Segmentation to Revenue[37:08] Doubling Down on What Works[39:47] Ruthless Resource Allocation Decisions[44:07] Ultimate Alignment Through Data[47:39] Practical Implementation Timeline_____________________________________________________________________GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES● Website● LinkedIn● TikTok

How do you figure out which part of the business needs the most attention? How do you prioritize projects in GTM improvement with confidence? These are the questions we sought to answer when developing the GTM Ops Decision Tree. With this model in mind, revenue leaders can ask the right questions to determine where to focus their attention for the highest, most immediate reward possible.The decision tree starts with a fundamental choice between focusing on new business or net revenue retention, then branches into specific areas like pipeline generation versus pipeline management. USC Founder and CEO Eddie Reynolds walks through concrete scenarios of the decision tree in action, for example, showing how a company can double revenue by improving pipeline management processes rather than doubling pipeline generation. He emphasizes the compound effect of operational improvements versus one-time marketing investments and shares real examples from his experience at Salesforce and building Union Square Consulting.Explore all of our Frameworks here.02:19 Why Go to Market Teams Play Whack-a-Mole04:54 Go to Market Efficiency Pyramid vs Decision Tree06:16 New Business vs Net Revenue Retention Priority08:50 Long Term vs Short Term Revenue Impact11:23 Making Priority Decisions with Imperfect Data16:31 Measuring Net Revenue Retention Fundamentals18:38 Customer Health Tracking Transforms CS Results22:00 When New Business Takes Priority Over Retention25:13 Why Sales Process Beats Pipeline Generation31:12 Average Close Rates and Realistic Improvements34:21 Building Your Case for Leadership Buy-in35:37 Breaking Down Pipeline Generation by Channel38:53 Revenue Operations Roadmap Framework41:37 Action Steps for Implementing Decision Tree44:00 Resources and Next Steps