GTM Science - A show for GTM and RevOps leaders

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

In this episode of GTM Science, Union Square Consulting Marketing Manager Rachael Bueckert and founder/CEO Eddie Reynolds explore the common challenges and transformative opportunities around building a disciplined sales pipeline. Eddie draws on his extensive experience in sales leadership and consulting to explain why many organizations get stuck with messy pipelines full of stale or unqualified deals. The conversation debunks the myth that simply generating more leads is the answer, highlighting that a broken pipeline process makes additional pipeline investments wasteful.The heart of the discussion centers around Union Square Consulting’s Pipeline Management Framework and its practical, layered approach. They walk through the Pipeline Efficiency Pyramid, starting with foundational elements—like defining a tight ideal customer profile (ICP), specifying buyer personas, and outlining a robust sales process embedded directly in the CRM system. From there, they look at driving organizational adoption through regular pipeline reviews and coaching, before advancing to optimization using metrics, cross-functional pipeline council meetings, and, finally, thoughtfully-applied AI and automation. The episode is packed with actionable strategies for quickly cleaning up your pipeline, improving forecasting, boosting close rates, and freeing reps to focus on truly winnable opportunities.Throughout the episode, Rachael and Eddie emphasize tangible benefits—such as clearer forecasting, faster sales cycles, and stronger team alignment across sales, marketing, and customer success. They also provide insights on how to analyze data for ICP refinement, spot and clear out "zombie deals," and create a culture focused on continuous improvement. This episode is an essential listen for revenue leaders, CROs, and ops professionals aiming to systematize how they handle pipeline and scale B2B growth, with all the detailed frameworks and further resources available on Union Square Consulting’s website.Read the full Pipeline Management Framework here.Explore all of our Frameworks here.00:00 Improving Sales Process Effectiveness10:11 Efficient Sales Strategy Optimization13:29 Pipeline Challenges and Rapid Solutions18:03 Mastering the Complex Sales Process24:10 Optimizing Sales Performance28:52 Defining Product Personas at Salesforce33:28 Optimizing ICP for Target Efficiency42:06 Qualifying Criteria for Sales Opportunities47:31 Practice and Reminders for Effective Presentations52:04 Essential Sales Questions for Accountability56:17 Sales Management: The Power of Checklists01:02:17 Keys to Top Sales Reps' Success01:07:20 AI in Sales Forecasting01:12:56 Structured Success in Entrepreneurship01:15:17 Accelerating Sales with AI Optimization_____________________________________________________________________GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES● Website● LinkedIn● TikTok

In this episode of GTM Science, Union Square Consulting Founder and CEO Eddie Reynolds chats with CEO of Gradient Works Hayes Davis about the intriguing possibility of having a mid-market AE produce $10 million in revenue. Eddie and Hayes discuss key areas where AI can dramatically enhance sales efficiency, including identifying qualified accounts and optimizing sales processes. They explore scenarios for increasing sales activity, boosting deal sizes, and improving opportunity conversion rates. Through detailed analysis, they outline the practical role of AI as a co-pilot in lowering the burden of mundane sales tasks while empowering sales reps to concentrate on high-value activities, ultimately aiming to raise win rates and sales productivity. Despite the challenges and limitations, they conclude that targeted improvements leveraging AI could significantly boost AE performance.You can check out Gradient Works here.See our Frameworks here.00:00 Introductions01:24 Introduction to Gradient Works and AI-Powered Sales04:18 The Viral Post and Its Impact07:52 Exploring the 10x Sales Rep Concept13:26 Challenges and Limitations of AI in Sales29:06 The Human Element in Decision Making30:08 Adapting to AI in Sales31:07 Building Trust in Commercial Relationships32:52 Scaling Sales with AI36:06 Efficiency in Sales Processes36:50 Improving Opportunity Creation Rates44:02 The Role of AI in Sales Preparation46:10 Challenges and Opportunities in Sales51:40 Disqualification and Efficiency55:54 Final Thoughts and Wrap-Up_____________________________________________________________________GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES● Website● LinkedIn● TikTok

In this episode of GTM Science, Union Square Consulting Marketing Manager Rachael Bueckert chats with Founder and CEO Eddie Reynolds to discuss one of their latest newsletters titled 'We Missed Target Again. Now What?'. The conversation focuses on strategies for companies that find themselves off track halfway through the year. Eddie shares insights on operationalizing annual plans, understanding market data, and addressing common industry challenges. The episode delves into the complexities of reevaluating KIPs, redefining target strategies, and improving sales and marketing alignment. Eddie emphasizes the importance of data-driven decision-making, clear communication, and maintaining focus to navigate economic uncertainties. The duo also touches on capacity planning, messaging, and resource allocation to optimize go-to-market strategies. The episode aims to provide revenue leaders with actionable insights to recalibrate and thrive even when targets are missed.Find the full newsletter here.See our Frameworks here.00:00 Introduction and Welcome00:14 Discussing the Newsletter: 'We Missed Target Again01:42 Challenges in the Current Market06:18 Strategies for Companies During Economic Uncertainty09:15 Importance of Process and Execution12:47 Case Studies and Real-World Examples18:37 Evaluating Strategy, Process, and Execution32:00 The Role of CROs and Leadership in Process Management40:44 The Power of Process-Driven Training41:17 The Gap in Frontline Management Training42:35 Building Effective QBR Processes43:18 Implementing Go-to-Market Efficiency44:01 Capacity Planning for Sales Teams52:47 Reevaluating Go-to-Market Strategy56:09 Improving Sales Processes and Messaging01:01:48 Communicating Changes and Building Trust01:10:53 Final Thoughts and Resources_____________________________________________________________________GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES● Website● LinkedIn● TikTok

In this episode of GTM Science, Union Square Consulting Marketing Manager Rachael Bueckert sits down with Catie Ivey , the Chief Revenue Officer at Walnut.io, to dive into the journey and lessons learned throughout Catie’s career in B2B SaaS. Catie shares her unconventional entry into sales leadership and provides a look back at her tenures with well-known companies like Meltwater, Salesforce, Marketo, Demandbase, and Pendo. The conversation highlights significant moments, including her experience navigating Marketo’s acquisition by Vista Equity Partners and the operational changes that came with private equity ownership.The episode centers on the challenges and opportunities of building go-to-market functions, particularly in ambiguous or new product categories. Catie emphasizes the value of frameworks over rigid playbooks, noting that while every company is unique, a strong foundation in process, alignment, and clear metrics is universally applicable. She recounts her transition into her first CRO role at Walnut.io, addressing the steep learning curve of coming into a high-growth startup where both the product category and targets were still evolving. The discussion covers how Catie and her team identified inefficiencies, developed scalable sales motions, and prioritized cross-functional alignment between product, sales, marketing, and customer success.To wrap up, the conversation offers candid advice for new leaders taking on significant challenges. Catie stresses the importance of being patient with oneself during periods of intense learning and iteration, recognizing that progress is often incremental and sometimes nonlinear. She also underscores the necessity of maintaining a customer-centric approach—particularly in new categories—by continually seeking feedback, iterating on processes, and fostering collaboration across all departments. The episode closes with an invitation to connect with Catie on LinkedIn and learn more about Walnut.io for those interested in interactive demos for go-to-market teams.00:00 Accidental Path to Sales Leadership05:36 Managing Chaos in Strategic Change06:30 Strategies for Maximizing Sales Efficiency11:31 Diverse Experiences in Career Growth13:44 Comparing Demandbase, Marketo, and Pendo17:32 Optimizing Customer Targeting Strategies21:33 Future of Interactive Demo Platforms22:31 Innovative Applications for Product Use27:23 Volume vs. Velocity Sales Strategy31:16 RevOps Streamlining and Success Metrics32:38 Navigating Progress and Positive Feedback36:11 Core Business Positioning Revamp39:45 Navigating First-Time Leadership Challenges_____________________________________________________________________GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES● Website● LinkedIn● TikTok

In this episode of GTM Science, Union Square Consulting Marketing Manager Rachael Bueckert and founder/CEO Eddie Reynolds dig deeper into Pipe Gen 2.0, a concept previously explored by Kyle Poyar in his newsletter. Eddie wants to take it a layer deeper, including the new pipeline playbook for renewals and expansion deals. They begin by discussing the limitations of relying solely on MQLs given today's complex buying behaviors. Eddie emphasizes the importance of a broader perspective, focusing on account stages rather than individual leads. They highlight alternative models for tracking and improving sales and marketing efforts. Practical steps for implementing and operationalizing these concepts, including setting up account stages and conducting coverage reports, are explored.Find the full article on Pipe Gen 2.0 here.Watch the YouTube video on this topic here.00:00 Introduction to Go to Market Science00:55 Pipeline Generation Metrics 2.001:25 The Problem with MQLs02:34 A New Approach to Metrics06:51 Account-Based Stages09:37 The Importance of Post-Purchase Stages15:58 Tracking Account Coverage20:02 Sales and Marketing Collaboration23:44 Key Metrics for Pipeline Generation26:46 Improving Reporting and Management29:10 Operationalizing Account-Based Strategies31:16 Practical Examples for Sales Managers33:11 Gaining Executive Buy-In35:04 Avoiding Perfectionism in Metrics38:30 Starting Small with Process Improvements43:03 Driving Adoption and Iterating on Metrics44:46 Consulting Services and Final Thoughts_____________________________________________________________________GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES● Website● LinkedIn● TikTok

In this episode of GTM Science, Union Square Consulting Marketing Manager Rachael Bueckert interviews Warren Zenna , founder and CEO of The CRO Collective, about how Chief Revenue Officers should approach their first six months in the role. They discuss the evolving definition of the CRO role, emphasizing the importance of overseeing the entire revenue function rather than just sales. Warren shares insights on pre-onboarding due diligence, aligning organizational stakeholders, and effectively communicating the CRO's vision. He stresses the importance of addressing potential conflicts early, understanding organizational dynamics, and constructing a detailed onboarding plan. By focusing on clear communication and strategic planning, new CROs can navigate complexities and drive organizations toward success.Check out the CRO Master Council Here! Get direct strategic and/or execution help from USC Here! 00:00 Introduction00:33 Defining the Modern CRO Role04:02 Onboarding Process for CROs05:28 Addressing Organizational Dynamics13:48 Navigating Internal Politics17:08 Aligning Sales and Marketing23:57 Formulating an Onboarding Plan29:10 The Importance of People in Business29:30 Identifying and Closing Competency Gaps29:51 Setting the Tone with a Welcome Meeting31:38 Addressing Employee Concerns and Fears32:49 Understanding the Role of a CRO34:31 Engaging with Customers and Analyzing Data38:19 Navigating Internal and External Relationships40:50 Handling Conflict and Communication42:51 Final Thoughts and Best Practices54:56 Conclusion and Next Steps_____________________________________________________________________GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES● Website● LinkedIn● TikTok

In this episode of GTM Science, Union Square Consulting Marketing Manager Rachael Bueckert and founder/CEO Eddie Reynolds explore the essentials of mastering go-to-market (GTM) metrics. The discussion highlights the complexities faced by organizations lacking repeatable processes and dives into the significance of having robust, accurate metrics. Find our full GTM Metrics and Insights Framework as well as our other Frameworks here.Watch the YouTube video on this topic here.What you'll learn in this episode:How to identify and master the metrics that matter for your go-to-market engine.The importance of accurate data and how process optimization ensures trustworthiness.Strategies to unblend your funnel for deeper insights into pipeline generation and management.How regular data inspection and analysis drives continuous improvement.The role of a pipeline council in fostering collective action and decision-making.How a data-driven approach enhances annual planning and scenario testing, moving beyond guesswork to achievable targets.Why having a repeatable process is key to overcoming high churn and low quota attainment among sales reps.00:00 Introduction to Go-to-Market Challenges00:28 Welcome to Go-to-Market Science Podcast01:06 Rebranding and Focus on Metrics02:09 Importance of Go-to-Market Metrics02:20 Eddie's Background and Expertise05:10 Challenges in Measuring Metrics06:28 Frameworks for Go-to-Market Metrics08:37 Categories of Go-to-Market Metrics10:10 Deep Dive into Efficiency Metrics16:40 Sales Process and Pipeline Management22:25 Challenges in Data Accuracy23:22 Importance of Defined Processes30:10 Training and Accountability32:58 Fixing Salesforce Issues Quickly33:37 Pipeline Inspection Insights35:32 Unblending the Funnel39:48 Strategic Decisions and Hypothesis Testing46:26 Pipeline Council Concept49:24 Annual Planning and Forecasting59:24 Conclusion and Resources_____________________________________________________________________GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES● Website● LinkedIn● TikTok

In this episode of GTM Science, Union Square Consulting Marketing Manager Rachael Bueckert and founder/CEO Eddie Reynolds discuss effective annual planning that helps achieve revenue targets. They cover how to move beyond basic goals, incorporate realistic baselines, and understand the role of operational improvements and risk mitigation. Learn how to build a robust annual plan that drives daily execution and helps revenue leaders succeed.Find our full Annual Planning Framework as well as our other Frameworks here.What you'll learn in this episode:The key reasons why many annual plans fall short.How to effectively combine top-down targets with bottoms-up planning for a realistic revenue forecast.The essential metrics to establish as a baseline, even with imperfect data.The significance of capacity planning in all go-to-market functions (sales, marketing, customer success).How to factor in operational improvements and contingency plans for a more resilient annual strategy.The importance of continuous tracking, iteration, and accountability in executing your annual plan.Fundamental processes crucial for improving close rates and overall go-to-market efficiency.Why a well-defined ICP (Ideal Customer Profile) and buyer personas are foundational for success.01:50 The Importance of Annual Planning02:59 Breaking Down Annual Planning04:39 Setting Realistic Targets and Goals07:23 Retention and New Business Strategies11:34 Operational Improvements and Capacity Planning17:46 Executing the Annual Plan22:13 The Importance of Systems and Processes23:59 Defining and Implementing Sales Processes26:55 Outbound and Inbound Strategies32:11 Risk Mitigation and Contingency Planning35:58 Presenting and Executing the Annual Plan41:20 Adjusting the Plan and Continuous Improvement43:26 Conclusion and Final Thoughts_____________________________________________________________________GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES● Website● LinkedIn● TikTok

In this episode of GTM Science, USC Marketing Manager Rachael Bueckert interviews founder and CEO Eddie Reynolds on the inefficiencies in the traditional inbound and outbound marketing approaches that recurring revenue companies often face—the cornerstone topic of USC's Allbound ABM Framework. They discuss the importance of integrating these approaches into a cohesive 'Allbound' strategy. The episode covers segmenting and scoring leads and accounts, implementing a process followed by sales teams, and utilizing data to improve targeting and conversion rates. Eddie emphasizes the relevance of a Pipeline Council to review and iterate on strategies and integrates AI to further refine targeting and messaging. The discussion underscores that a collaborative effort between sales and marketing teams can significantly enhance revenue efficiency.Find the full Allbound ABM Framework here.Watch the YouTube video on this topic here.00:00 Identifying Sales Inefficiencies00:38 Introduction to Go to Market Science01:13 Inbound vs. Outbound Sales03:18 The Allbound ABM Framework05:30 Financial Implications of Sales Strategies10:41 Optimizing Lead Scoring and Targeting19:23 Challenges in Lead Scoring30:56 Combining Lead and Account Scoring35:33 Effective Outbound Strategies36:02 Personalizing Messaging for Target Segments37:31 Challenges with Generic Messaging39:19 The Role of AI in Outbound Efforts42:52 Importance of Process and Reporting56:45 Pipeline Council and Data-Driven Decisions01:01:25 Final Thoughts on Funnel Management_____________________________________________________________________GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES● Website● LinkedIn● TikTok

In this episode of GTM Science, USC Founder and CEO Eddie Reynolds interviews Toni Holhbein, CEO and Co-Founder of Attive, about the potential decline of traditional Revenue Operations and the rise of Go-To-Market Engineering. Tony shares his extensive background in SaaS and revenue operations, and discusses his new venture, Attive, focused on AI in analytics. They explore the driving forces behind the shift from RevOps to Go-To-Market Engineering, the changing skillsets required, and the strategic roles that could emerge. Key themes include the evolving responsibilities of RevOps leaders, the importance of a defined go-to-market strategy, and the integration of technical skills with revenue generation objectives. Eddie and Tony also discuss the importance of aligning sales, marketing, and customer success for organizational growth, emphasizing that modern CROs and RevOps should deeply understand and significantly impact go-to-market strategies. Find the full list of USC's Frameworks here.00:00 Introduction and Guest Welcome00:51 Tony Holbein's Career Journey01:54 The Extinction of Rev Ops06:31 Defining Rev Ops and Go-to-Market Engineering09:39 Challenges in Rev Ops and Leadership26:12 The Role of Go-to-Market Engineering33:01 The Role of Go-to-Market Engineering33:34 CEO Perspective on Revenue Roles35:48 Strategy and Process Definition36:36 Challenges in B2B SaaS Go-to-Market41:32 The Importance of Systemization47:35 Rev Ops and Leadership Dynamics56:23 Tony's New Venture and AI Insights58:29 Casual Conversation and Closing Remarks_____________________________________________________________________GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES● Website● LinkedIn● TikTok

In this episode of GTM Science, USC Marketing Manager Rachael Bueckert interviews founder and CEO Eddie Reynolds on Union Square Consulting's Outbound Efficiency Framework. They explore key elements such as list building, segmented targeting, capacity planning, efficient cadences, and the adoption of advanced tools and automation to optimize outbound efforts. Eddie emphasizes the continuous process of optimization, reporting, and analyzing data to ensure quality outreach. They also discuss the critical role of brand awareness and collaboration between marketing and sales teams to enhance outbound performance. Throughout the conversation, Eddie and Rachel provide actionable insights aimed at helping listeners improve their outbound strategies comprehensively.See the full Outbound Efficiency Framework here.00:25 Discussing Outbound Efficiency Framework01:28 Challenges in Outbound Sales08:07 Importance of Targeting the Right Audience12:21 Go-to-Market Efficiency Pyramid16:04 Defining Ideal Customer Profile (ICP)21:36 Capacity and Territory Planning29:50 Segmenting Target Lists32:22 Building Effective Cadences39:47 Account Targeting and Pipeline Conversion40:28 Narrowing Focus for Effective Sales41:12 Identifying and Managing Zombie Pipeline44:19 Optimizing Sales Reports and Data Analysis47:41 Importance of Focused Account Coverage49:42 Role of Rev Ops in Sales Optimization56:42 Pipeline Council: A Collaborative Approach58:15 Aligning Outbound and Inbound Strategies01:04:27 Automation in Sales: Tools and Strategies01:10:59 Conclusion and Next Steps_____________________________________________________________________GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES● Website● LinkedIn● TikTok

In this episode of GTM Science, USC Marketing Manager Rachael Bueckert interviews founder and CEO Eddie Reynolds on their proprietary Go-To-Market Efficiency Pyramid, a model designed to enhance revenue and operational efficiency. They discuss into the importance of prioritizing tasks within go-to-market strategies, examining common issues such as misalignment in sales processes and suboptimal lead management. Rachael and Eddie provide a deep dive into the pyramid's four stages — Fundamentals, Adoption, Optimization, and Acceleration — and detail how companies can methodically improve their operations. They also emphasize the importance of foundational processes, balanced capacity planning, and the cautious but effective integration of automation and AI to drive growth. Practical examples and insights from Salesforce and other client experiences illuminate the vital steps for achieving go-to-market excellence.See the full GTM Efficiency Pyramid Framework here.00:00 Introduction to Go-to-Market Efficiency00:52 Understanding the Go-to-Market Efficiency Pyramid01:06 The Problem with Current Go-to-Market Strategies01:44 Developing the Go-to-Market Efficiency Pyramid04:13 Stages of the Go-to-Market Efficiency Pyramid04:44 Fundamentals: Building the Foundation05:37 Adoption: Ensuring Team Compliance06:09 Optimization: Refining the Process07:45 Acceleration: Leveraging Advanced Tools08:34 Challenges and Real-World Examples18:27 Diagnosing Go-to-Market Gaps19:37 Framework for Go-to-Market Motions21:47 Balancing New Business and NRR24:23 Lessons Learned from Salesforce29:33 Advice for CROs: Identifying and Fixing Gaps<47:15 Outbound Sales Fundamentals47:29 Capacity Planning for Outbound Sales49:05 Optimizing Outbound Prospecting53:29 Inbound Sales Process01:00:36 Customer Success Processes01:04:27 Optimizing Customer Success01:06:54 Implementing the Go-to-Market Framework01:14:33 Final Thoughts and Resources_____________________________________________________________________GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES● Website● LinkedIn● TikTok

The RevOps Corner is now GTM Science. In this short introductory episode, we break down why we changed the name—and what you can expect from our podcast going forward. It’s just about RevOps, it's about the systems, strategy, and process design behind high-growth GTM. If you care about building revenue engines that actually work at scale, you’re in the right place. Let’s get into it.Learn more at unionsquareconsulting.com

CRO Stories is a segment of the RevOps Corner podcast, where we interview brilliant CROs and GTM experts to discover how revenue leaders are making massive impact in B2B SaaS. Hosted by USC Marketing Manager Rachael Bueckert. In this episode, we're sitting down with JD Miller, advisor and former chief revenue officer at Kantata, to discuss the most important lessons he's learned as a CRO. JD shares insights on the transition from startup to large publicly traded companies, the importance of data in driving strategy, annual planning best practices, and managing team dynamics and turnover. We also get to hear more about JD's newly launched book 'The CRO's Guide to Winning in Private Equity', which is available to order now on his website by clicking here. You can learn more about JD at his website or by following him on LinkedIn. 00:00 Introduction 00:26 JD Miller's Career Journey 03:46 Private Equity and Urgency in Business 05:11 Using Data to Drive Impactful Strategy 8:40 Preparing Companies for Scaling Beyond $20M ARR 10:47 Annual Planning and Setting Realistic Goals 15:00 Why CROs Get Fired 17:01 Analyzing Metrics and Sales Velocity 20:33 Adapting Strategies for Growth 23:10 Navigating Uncertainty with Weekly Analysis 24:17 The Importance of Transparency in Leadership 26:06 Building Contingencies into Annual Plans 28:43 Setting Realistic Goals and Managing Expectations 31:15 Having Hard Conversations with the Board 32:52 How to Keep Team Morale High 36:08 Setting Up Reps for Success with Territories 40:20 Aligning Company Values and Individual Goals 43:29 Conclusion and Final Thoughts

Welcome to CRO Stories, a new segment of the RevOps Corner podcast, where we interview brilliant CROs and GTM experts to discover how revenue leaders are making massive impact in B2B SaaS. In this episode our host, USC Marketing Manager Rachael Bueckert , interviews Jessica Gilmartin, former Chief Revenue Officer and Chief Marketing Officer at Calendly. Jessica shares her extensive experience in marketing and sales, detailing her journey from Google to startups like Piazza and eventually to Calendly. She discusses the challenges and strategies behind integrating sales and marketing functions, particularly in a Product-Led Growth (PLG) and Sales-Led Growth (SLG) hybrid model. 00:25 Jessica Gill Martin's Career Journey 02:23 Restructuring and Team Alignment 06:40 Implementing Changes 07:26 Restructuring the Sales Org 12:33 Results of Sales and Marketing Collaboration 20:03 Future Plans and Advice for CROs

In this episode of The RevOps Corner, USC Marketing Manager Rachael Bueckert interviews founder and CEO Eddie Reynolds on how to create a bottoms-up plan. Eddie discusses the limitations of top-down growth models like the triple triple, double double double framework and advocates for a bottoms-up approach to create realistic and executable growth plans. He details the importance of granular data analysis, capacity planning, and the integration of both planning methods to align business goals with achievable strategies. The conversation covers net revenue retention, expansion revenue, forecasting sales, tactical capacity plans, and the metrics crucial for presenting to boards and investors. Eddie also shares practical insights from his experience at Salesforce on improving close rates, average sales price, and sales cycle for new team members. 00:00 Introduction 00:54 Top-Down vs. Bottoms-Up Planning 03:05 Benefits of Bottoms-Up Planning 03:59 Steps to Start Bottoms-Up Planning 07:12 Forecasting and Capacity Planning 11:33 Challenges in Capacity Planning 18:38 Outbound Prospecting Strategies 21:05 Inbound Lead Management 34:41 Blending Top-Down and Bottoms-Up Approaches 36:05 Conclusion and Upcoming Episodes _____________________________________________________________________ GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES ● Website ● LinkedIn ● TikTok

Welcome to the first episode of CRO Stories! This is a new segment of the RevOps Corner podcast, where we interview brilliant CROs and GTM experts to discover how revenue leaders are making massive impact in B2B SaaS. Our host, USC Marketing Manager Rachael Bueckert, sits down with Warren Zenna of The CRO Collective to talk about how CROs can thrive in their role -- and the mistakes companies make when hiring them. Know a CRO with experience in B2B SaaS >$30M ARR and experiences to share? You can email Rachael at rachael@unionsquareconsulting.com to be considered! 00:00 Introduction to CRO Stories 00:48 Warren's Background and Journey 01:40 Challenges in Ad Tech and Sales 03:36 Misalignment in Sales, Marketing, and Customer Success 06:28 Why We Need a Chief Revenue Officer 07:10 Defining the CRO Role 07:57 CRO Readiness and Hiring Challenges 09:00 The Impact of Hiring the Right CRO 14:01 Common Mistakes in Defining the CRO Role 23:09 Advice for New CROs Before You Take the Job 29:07 Evaluating Marketing and CRO Interactions 30:01 Establishing Your Process in the Interview 30:17 Assessing Revenue Operations Maturity 32:02 Understanding the Role of a CRO 35:32 Key Competencies for Sales Leaders 39:52 Ensuring CRO Support and Resources 47:01 What Can CROs Do When They're Not Being Supported Enough 50:30 Networking and Resources for CROs 51:52 Conclusion and Where to Find More Information