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.
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[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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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-Mole
04:54 Go to Market Efficiency Pyramid vs Decision Tree
06:16 New Business vs Net Revenue Retention Priority
08:50 Long Term vs Short Term Revenue Impact
11:23 Making Priority Decisions with Imperfect Data
16:31 Measuring Net Revenue Retention Fundamentals
18:38 Customer Health Tracking Transforms CS Results
22:00 When New Business Takes Priority Over Retention
25:13 Why Sales Process Beats Pipeline Generation
31:12 Average Close Rates and Realistic Improvements
34:21 Building Your Case for Leadership Buy-in
35:37 Breaking Down Pipeline Generation by Channel
38:53 Revenue Operations Roadmap Framework
41:37 Action Steps for Implementing Decision Tree
44:00 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 Effectiveness
10:11 Efficient Sales Strategy Optimization
13:29 Pipeline Challenges and Rapid Solutions
18:03 Mastering the Complex Sales Process
24:10 Optimizing Sales Performance
28:52 Defining Product Personas at Salesforce
33:28 Optimizing ICP for Target Efficiency
42:06 Qualifying Criteria for Sales Opportunities
47:31 Practice and Reminders for Effective Presentations
52:04 Essential Sales Questions for Accountability
56:17 Sales Management: The Power of Checklists
01:02:17 Keys to Top Sales Reps' Success
01:07:20 AI in Sales Forecasting
01:12:56 Structured Success in Entrepreneurship
01:15:17 Accelerating Sales with AI Optimization
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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 Introductions
01:24 Introduction to Gradient Works and AI-Powered Sales
04:18 The Viral Post and Its Impact
07:52 Exploring the 10x Sales Rep Concept
13:26 Challenges and Limitations of AI in Sales
29:06 The Human Element in Decision Making
30:08 Adapting to AI in Sales
31:07 Building Trust in Commercial Relationships
32:52 Scaling Sales with AI
36:06 Efficiency in Sales Processes
36:50 Improving Opportunity Creation Rates
44:02 The Role of AI in Sales Preparation
46:10 Challenges and Opportunities in Sales
51:40 Disqualification and Efficiency
55:54 Final Thoughts and Wrap-Up
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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 Welcome
00:14 Discussing the Newsletter: 'We Missed Target Again
01:42 Challenges in the Current Market
06:18 Strategies for Companies During Economic Uncertainty
09:15 Importance of Process and Execution
12:47 Case Studies and Real-World Examples
18:37 Evaluating Strategy, Process, and Execution
32:00 The Role of CROs and Leadership in Process Management
40:44 The Power of Process-Driven Training
41:17 The Gap in Frontline Management Training
42:35 Building Effective QBR Processes
43:18 Implementing Go-to-Market Efficiency
44:01 Capacity Planning for Sales Teams
52:47 Reevaluating Go-to-Market Strategy
56:09 Improving Sales Processes and Messaging
01:01:48 Communicating Changes and Building Trust
01:10:53 Final Thoughts and Resources
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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 Leadership
05:36 Managing Chaos in Strategic Change
06:30 Strategies for Maximizing Sales Efficiency
11:31 Diverse Experiences in Career Growth
13:44 Comparing Demandbase, Marketo, and Pendo
17:32 Optimizing Customer Targeting Strategies
21:33 Future of Interactive Demo Platforms
22:31 Innovative Applications for Product Use
27:23 Volume vs. Velocity Sales Strategy
31:16 RevOps Streamlining and Success Metrics
32:38 Navigating Progress and Positive Feedback
36:11 Core Business Positioning Revamp
39:45 Navigating First-Time Leadership Challenges
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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 Science
00:55 Pipeline Generation Metrics 2.0
01:25 The Problem with MQLs
02:34 A New Approach to Metrics
06:51 Account-Based Stages
09:37 The Importance of Post-Purchase Stages
15:58 Tracking Account Coverage
20:02 Sales and Marketing Collaboration
23:44 Key Metrics for Pipeline Generation
26:46 Improving Reporting and Management
29:10 Operationalizing Account-Based Strategies
31:16 Practical Examples for Sales Managers
33:11 Gaining Executive Buy-In
35:04 Avoiding Perfectionism in Metrics
38:30 Starting Small with Process Improvements
43:03 Driving Adoption and Iterating on Metrics
44:46 Consulting Services and Final Thoughts
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GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES
● Website
● 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
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GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES
● Website
● 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:
00:00 Introduction to Go-to-Market Challenges
00:28 Welcome to Go-to-Market Science Podcast
01:06 Rebranding and Focus on Metrics
02:09 Importance of Go-to-Market Metrics
02:20 Eddie's Background and Expertise
05:10 Challenges in Measuring Metrics
06:28 Frameworks for Go-to-Market Metrics
08:37 Categories of Go-to-Market Metrics
10:10 Deep Dive into Efficiency Metrics
16:40 Sales Process and Pipeline Management
22:25 Challenges in Data Accuracy
23:22 Importance of Defined Processes
30:10 Training and Accountability
32:58 Fixing Salesforce Issues Quickly
33:37 Pipeline Inspection Insights
35:32 Unblending the Funnel
39:48 Strategic Decisions and Hypothesis Testing
46:26 Pipeline Council Concept
49:24 Annual Planning and Forecasting
59:24 Conclusion and Resources
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GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES
● Website
● 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:
01:50 The Importance of Annual Planning
02:59 Breaking Down Annual Planning
04:39 Setting Realistic Targets and Goals
07:23 Retention and New Business Strategies
11:34 Operational Improvements and Capacity Planning
17:46 Executing the Annual Plan
22:13 The Importance of Systems and Processes
23:59 Defining and Implementing Sales Processes
26:55 Outbound and Inbound Strategies
32:11 Risk Mitigation and Contingency Planning
35:58 Presenting and Executing the Annual Plan
41:20 Adjusting the Plan and Continuous Improvement
43:26 Conclusion and Final Thoughts
_____________________________________________________________________
GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES
● Website
● TikTok