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
● 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
● 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
● 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
● 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-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
_____________________________________________________________________
GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES
● Website
● 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 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
_____________________________________________________________________
GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES
● Website
● 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 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
_____________________________________________________________________
GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES
● Website
● 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 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
_____________________________________________________________________
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 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
_____________________________________________________________________
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
_____________________________________________________________________
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
_____________________________________________________________________
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
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 Inefficiencies
00:38 Introduction to Go to Market Science
01:13 Inbound vs. Outbound Sales
03:18 The Allbound ABM Framework
05:30 Financial Implications of Sales Strategies
10:41 Optimizing Lead Scoring and Targeting
19:23 Challenges in Lead Scoring
30:56 Combining Lead and Account Scoring
35:33 Effective Outbound Strategies
36:02 Personalizing Messaging for Target Segments
37:31 Challenges with Generic Messaging
39:19 The Role of AI in Outbound Efforts
42:52 Importance of Process and Reporting
56:45 Pipeline Council and Data-Driven Decisions
01:01:25 Final Thoughts on Funnel Management
_____________________________________________________________________
GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES
● Website
● 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 Welcome
00:51 Tony Holbein's Career Journey
01:54 The Extinction of Rev Ops
06:31 Defining Rev Ops and Go-to-Market Engineering
09:39 Challenges in Rev Ops and Leadership
26:12 The Role of Go-to-Market Engineering
33:01 The Role of Go-to-Market Engineering
33:34 CEO Perspective on Revenue Roles
35:48 Strategy and Process Definition
36:36 Challenges in B2B SaaS Go-to-Market
41:32 The Importance of Systemization
47:35 Rev Ops and Leadership Dynamics
56:23 Tony's New Venture and AI Insights
58:29 Casual Conversation and Closing Remarks
_____________________________________________________________________
GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES
● Website
● 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 Framework
01:28 Challenges in Outbound Sales
08:07 Importance of Targeting the Right Audience
12:21 Go-to-Market Efficiency Pyramid
16:04 Defining Ideal Customer Profile (ICP)
21:36 Capacity and Territory Planning
29:50 Segmenting Target Lists
32:22 Building Effective Cadences
39:47 Account Targeting and Pipeline Conversion
40:28 Narrowing Focus for Effective Sales
41:12 Identifying and Managing Zombie Pipeline
44:19 Optimizing Sales Reports and Data Analysis
47:41 Importance of Focused Account Coverage
49:42 Role of Rev Ops in Sales Optimization
56:42 Pipeline Council: A Collaborative Approach
58:15 Aligning Outbound and Inbound Strategies
01:04:27 Automation in Sales: Tools and Strategies
01:10:59 Conclusion and Next Steps
_____________________________________________________________________
GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES
● Website
● 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 Efficiency
00:52 Understanding the Go-to-Market Efficiency Pyramid
01:06 The Problem with Current Go-to-Market Strategies
01:44 Developing the Go-to-Market Efficiency Pyramid
04:13 Stages of the Go-to-Market Efficiency Pyramid
04:44 Fundamentals: Building the Foundation
05:37 Adoption: Ensuring Team Compliance
06:09 Optimization: Refining the Process
07:45 Acceleration: Leveraging Advanced Tools
08:34 Challenges and Real-World Examples
18:27 Diagnosing Go-to-Market Gaps
19:37 Framework for Go-to-Market Motions
21:47 Balancing New Business and NRR
24:23 Lessons Learned from Salesforce
29:33 Advice for CROs: Identifying and Fixing Gaps<
47:15 Outbound Sales Fundamentals
47:29 Capacity Planning for Outbound Sales
49:05 Optimizing Outbound Prospecting
53:29 Inbound Sales Process
01:00:36 Customer Success Processes
01:04:27 Optimizing Customer Success
01:06:54 Implementing the Go-to-Market Framework
01:14:33 Final Thoughts and Resources
_____________________________________________________________________
GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES
● Website
● 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