GTM Science - A show for GTM and RevOps leaders

Justin Gray says founders have come to expect their VC to go dark after the check clears and only show up for board meetings. His firm does the opposite: they invest, then spend the first few months inside the company building its go to market playbook, and hold off on new hires until they know what those hires will need. In this episode, Rachael Bueckert sits down with Justin, co-founder of InRevenue Capital and founder of LeadMD, to discuss what happens when your VC is also your GTM ops team. You'll hear when to hire after a raise, how he turns a founder's expertise into an ABM motion, what most partnerships get wrong, and why he wants the whole company speaking in the customer's KPIs. Resources Mentioned in This Episode: The First 90 Why Your Partner Channel Isn't Sending You Referrals USC Frameworks The Go-to-Market Cheat Code InRevenue Capital Justin Gray on LinkedIn 01:03 - Why he didn't build another consultancy06:16 - We pay to work really hard07:08 - The onsite workshop and the three pillars09:42 - Why not to hire right after you raise13:38 - Build a talent pipeline before the role opens15:01 - The playbook is always a pillar17:16 - Founders hate to kill deals17:35 - Bring value to the front of the sale21:22 - Making a portfolio company the Gartner of its space31:39 - Testing the buying cycle before you hire reps38:34 - Earning buy-in after the check clears45:02 - Why most partnerships run one way51:25 - How LeadMD won over Marketo's sellers56:08 - Speak in your customer's KPIs _______________________________________________________GTM STRATEGY & AI ENGINEERING FOR B2B TECH● Website● LinkedIn● TikTok

Revenue leaders have to earn a board's trust before there are any results to show, then keep it when the results slip. Jason Baumgarten has sat in on a huge number of CEO and board transitions at Spencer Stuart. He walks through what wins that trust and what loses it, from the interview pitch that indicts the board to treating a revenue dip as a try harder problem. In this episode, Rachael Bueckert sits down with Jason, partner at Spencer Stuart, to discuss how revenue leaders earn and keep a board's trust. You'll hear what to ask before you take the job, what counts as progress before you have results to show, how a board decides whether a slump is a leadership problem, and what separates the revenue leaders who make it to CEO. Resources Mentioned in This Episode: Fit Happens Podcast What's Working in Outbound in 2026 USC Frameworks Jason Baumgarten on LinkedIn 01:52 - What boards look for beyond the resume03:30 - The interview pitch that indicts the board10:18 - Ask about the third rails before you take the job12:48 - Misaligned on mandate, not mission16:29 - What counts as progress before results18:45 - How a board reads bringing in outside help23:14 - It's rarely a try harder problem26:49 - Why boards bet on the incumbent30:40 - Missionary over mercenary31:05 - The sales leader who went back to IC37:07 - When you're not the right leader anymore47:02 - Blind spots moving into the CEO seat54:02 - Not innovating with AI will be a fireable offense1:01:12 - One thing to start doing this week _________________________________________________________GTM STRATEGY & AI ENGINEERING FOR B2B TECH● Website● LinkedIn● TikTok

Boards spent the last year telling revenue leaders to show ROI on AI, and in relational B2B sales it mostly hasn't shown up. Gabe Larsen sells AI employees for a living, and he's blunt about why: the returns come from volume and transactional work, and he has at least a dozen scars from trying it on relational outbound. In this episode, Rachael Bueckert sits down with Gabe, CRO at Atonom, to discuss where AI actually pays off in sales. You'll hear which kinds of leads AI handles well and which it doesn't, what AI can do for teams selling five and six figure deals, what happened when one company let AI take its after-hours leads, and how to pilot AI without locking into a contract you'll regret. Resources Mentioned in This Episode: What's Working in Outbound in 2026 USC Frameworks Atonom Gabe Larsen on LinkedIn 02:09 - Hot, warm and cold: where AI wins and fails05:31 - AI agents vs AI employees vs AI features11:42 - Don't put AI in front of the king12:57 - The neglected jobs AI can take first15:41 - Why SaaS isn't seeing ROI on AI22:32 - A dozen scars from relational outbound23:50 - The after-hours test that changed the math27:06 - AI books 28% of MQLs, humans book 22%31:14 - Cold email with an AI employee on the replies35:19 - Never sign a long-term AI contract39:28 - The signal that lifted pipeline 27% in 60 days42:16 - What your process needs before AI goes in45:34 - Managing AI employees like human hires51:51 - Where a revenue leader should start _________________________________________________________GTM STRATEGY & AI ENGINEERING FOR B2B TECH● Website● LinkedIn● TikTok

Every tool in your go to market stack carries its own database, and now every one of those vendors wants to sell you agents to run on top of it. Jason Eubanks' argument is that agents running against fragmented data sources will only ever produce unproductive, low quality automation. He ran into the problem himself as a CRO, with 22 products in his stack and sellers who were only in front of customers 28% of the time. In this episode, Rachael sits down with Jason, CEO and co-founder of Aurasell, to discuss where AI efficiency in go to market actually comes from. You'll hear what he means by core versus chore, why he thinks hackathon days produce token thrash instead of results, what he would probe in a demo to tell AI native from marketing, and how he thinks productivity per head should be measured now. Resources Mentioned in This Episode: USC Frameworks Aurasell Jason Eubanks on LinkedIn 04:10 - 22 products and 11 people stitching them together05:08 - Sellers in front of customers 28% of the time09:23 - Which SaaS players are actually in trouble12:31 - Why seat based pricing stops making sense13:58 - Lab work versus production15:46 - Core versus chore16:19 - What a hackathon day actually produces21:09 - You're missing 70% of sales interactions24:47 - The architecture cutoff for AI native33:27 - What consolidation does to the software bill46:37 - What to probe in a demo49:31 - From 24 hours of forecast prep to two52:01 - You don't have one CRM, you have three55:24 - Measuring revenue per human plus token spend ___________________________________________________________GTM STRATEGY & AI ENGINEERING FOR B2B TECH● Website● LinkedIn● TikTok

Fello grew 25% in about nine weeks, and Dustin Deno handled all of it without adding a single rep. His team built AI tools that took over the work around the meetings so his reps could spend their time in them. Now he's hiring again: more SDRs, reps out in territory taking customers to lunch, and a fully remote team getting together more often. In this episode, Rachael sits down with Dustin, CRO at Fello, to discuss using AI to buy his team more time with customers. You'll hear how he separates a real use case from a shiny one, what his team built that nobody used and why, why he's adding SDRs rather than cutting them, and which SaaS companies he thinks are actually at risk. Resources Mentioned in This Episode: USC Frameworks Fello Dustin Deno on LinkedIn 00:52 - 25% growth in nine weeks02:45 - What Felix actually does05:13 - Splitting customer success into three jobs07:02 - The hours lost before a meeting even happens09:11 - Why high quota attainment is a signal to hire13:34 - There's no finish line on data18:02 - Why they won't sell to a frustrated customer24:09 - The blog that didn't exist ten minutes ago28:36 - Go sit where the work is being done30:40 - Pilot it with one rep and let them break it34:23 - The tool they built that nobody used35:56 - Why he's adding SDRs39:35 - Who to hire for the build team48:12 - Who's exposed in SaaS and who isn't55:03 - Take your customers to lunch ___________________________________________________________GTM STRATEGY & AI ENGINEERING FOR B2B TECH● Website● LinkedIn● TikTok