GTM Science - A show for GTM and RevOps leaders

Union Square Consulting

To us, GTM is both an art and a science. We don't claim to be experts in the "art"—the marketing campaigns, sales messaging, and branding. We ARE experts in the "science"—GTM strategy, process design, growth planning, and RevOps. On GTM Science, we share what we've learned by solving these problems at scale for B2B recurring revenue businesses. We also bring you unfiltered conversations with CROs, private equity investors, and revenue leaders who’ve done it themselves. No silver bullets. Just real talk about what works. Learn more at unionsquareconsulting.com

  1. hace 4 días

    The Operating Discipline Behind HockeyStack's AI Motion with Emir Atli

    Emir Atli started his first product at 18 from his parents' living room in Turkey. Now he's co-founder and CRO at HockeyStack, where he's scaled to over 300 enterprise customers in under two years, multiplied revenue 4.5x in a single year, and just closed a $50 million funding round. When he first built the SDR team, he watched reps spend 80% of their time clicking between ZoomInfo, the CRM, and Outreach. Not selling. So he ripped the whole motion apart and rebuilt it from scratch with AI handling everything that wasn't a human conversation. In this episode of CRO Stories, Rachael Bueckert sits down with Emir for a conversation on how he built the outbound motion alongside AI from day one, the experiment framework he uses to prove an AI motion works before rolling it out, why delegating AI experiments entirely to leadership is the single biggest mistake, and how making sales engineers full-cycle solved the handoff problem that was killing expansion. Resources Mentioned in This Episode: GTM Ops Frameworks 01:06 - Intro to Emir Atli and HockeyStack 02:21 - 4.5x revenue in one year and the GTM engine behind it 03:13 - Building outbound on top of inbound, not instead of it 07:10 - 80% of SDR time was clicking buttons, not selling 09:02 - Building the automation from Clay to custom APIs 14:27 - Cold outbound vs. warm outbound: two different systems 16:15 - Advice for legacy outbound teams layering on AI 17:53 - Quota relief: how to get reps to actually run the experiment 19:31 - The biggest mistake in designing AI experiments 22:12 - Results: what the first 30 days should actually look like 27:22 - Where AI handles outbound vs. where humans stay 39:24 - Full-cycle SEs and fixing the expansion handoff problem 46:04 - The metrics on his office TVs and why he ignores quarterly forecasts 48:38 - Study your top 20 deals and build the blueprint _______________________________________________________________ GTM STRATEGY & AI ENGINEERING FOR B2B TECH ● Website ● LinkedIn ● TikTok

  2. 14 jul

    Selling AI Guest Episode: AI Can Finally Kill CRM Data Entry. That Might Be the Problem.

    This episode is a guest appearance by Eddie Reynolds, CEO of Union Square Consulting, on the Selling AI podcast with Warren Kucker. You can find the original episode on Apple Podcasts. Eddie digs into why most CRM implementations fail before they start, what happens when sales behavior and data entry aren't aligned, and how AI fits into a go-to-market engine only after the foundational processes and definitions are in place. The conversation covers the real challenges behind deal qualification and pipeline visibility, how AI tools can automate the parts of selling that reps shouldn't be doing manually, the role of customer journey mapping in building a GTM strategy that actually holds up, and why CROs need to think like systems architects before they think like closers. Resources Mentioned in This Episode: GTM Ops Frameworks _______________________________________________________________ GTM STRATEGY & AI ENGINEERING FOR B2B TECH ● Website ● LinkedIn ● TikTok

  3. 7 jul

    Why Most GTM Reporting is Useless

    You invested six figures in Salesforce, hired a rev ops team to build dashboards, and six months later nobody's looking at them. Or worse, people are looking at them but spending every team meeting arguing about whether the numbers are right instead of deciding what to do about them. One rep shows an 85% close rate, another shows 15%, and the blended number looks fine on paper. The CEO says visibility is their number one priority. The CRO says they know their deals. And the data underneath all of it is fiction. In this episode, Eddie Reynolds and Rachael Bueckert break down why most go-to-market reporting is useless and what it actually takes to get data you can trust. The conversation covers the definition debates that burn entire team meetings, the real story behind massive close rate gaps, why your best rep might be ignoring half her territory and you'd never know it, how to build reporting that an average rep on an average day can feed accurately, and why focusing on one metric at a time beats trying to fix everything at once. Resources Mentioned in This Episode: GTM Ops Frameworks 01:11 - The problem with GTM reporting right now 02:13 - Visibility is the CEO's #1 priority but nobody trusts the data 05:54 - The 18-month CRO cycle and why reporting never matures 09:02 - The MQL definition debate that burns every team meeting 11:54 - One rep at 15%, another at 85%: both numbers are fiction 16:32 - Your best rep is ignoring half her territory 21:13 - Stop looking for rainmakers, build for the average rep 23:09 - What it takes to build reporting you can actually trust 45:28 - What actually belongs on an executive dashboard 46:53 - The Moneyball approach to go-to-market data 50:06 - Pick one metric and fix it before touching anything else _______________________________________________________________ GTM STRATEGY & AI ENGINEERING FOR B2B TECH ● Website ● LinkedIn ● TikTok

  4. 30 jun

    Find the Revenue Hiding Inside Your GTM Ops with Betsy Matthies

    Betsy Matthies took over a 150-person team at AWS whose entire job was to help customers save money on their cloud spend. A cost center by every definition. Sales hated them because every optimization call meant less revenue on the books. But Betsy saw something nobody else did: those same customer conversations were surfacing stalled opportunities that could be unblocked with the dollars being saved. She flipped the team's motion from pure optimization to reinvestment, and it became a demand generation engine with 60% average growth and a full return in five and a half months. And that's just one of the three stories on hidden revenue that Betsy shares with us in this episode. In this episode, Rachael Bueckert sits down with Betsy Matthies, VP of Global Revenue Operations and Enablement at GitHub, for three stories about finding revenue hiding inside go-to-market operations. The conversation covers the reinvestment model that turned customer savings into new pipeline at AWS, how AI on RFP scoring drove a 145% productivity increase with fewer people, the $500M P&L she took from bottom performer to number two in 12 weeks, and what any ops leader at a $50M-$500M company can apply from these playbooks right now. Resources Mentioned in This Episode: GTM Ops Frameworks 01:40 - Intro to Betsy Matthies and three stories of finding hidden revenue 03:44 - AWS: turning a cost center into a demand gen engine 06:31 - How the reinvestment model actually worked 12:36 - The customer that grew 3x from optimized dollars alone 18:09 - 145% more productive with fewer people after a RIF 27:05 - $500M P&L: bottom performer to #2 in the region 31:43 - Flying blind: what happens when the data isn't there 35:57 - Win rooms and the "Prioritizing Our Prospects" meeting 38:03 - The 12-week churn contraction model 40:34 - What translates to a $50M-$500M company right now 44:23 - The most common operational mistake at scale _______________________________________________________________ GTM STRATEGY & AI ENGINEERING FOR B2B TECH ● Website ● LinkedIn ● TikTok

  5. 23 jun

    The AI Mistakes CROs Keep Making with Jonathan Kvarfordt

    CROs are buying AI tools expecting transformation and getting nothing back. Jonathan Kvarfordt teaches an AI strategy course to revenue leaders at $20M-$200M+ companies, and the first question is always the same: what tools should I get? It's not a bad question. It's just the wrong place to start. When all you do is give a rep a copilot license with no training, no context, and no redesigned process, all you get is the same broken motion running faster. And faster doesn't fix a buyer experience that was already terrible. In this episode, Eddie Reynolds sits down with Jonathan Kvarfordt, CEO of GTM AI Academy, former VP of GTM Strategy and Marketing at Momentum (acquired by Salesforce), and host of the GTM AI Podcast, for a conversation on why optimizing for the seller instead of the buyer is the number one mistake, how one company replaced 15 SDRs with 2 and generated the same pipeline by month two, why 70% of your sales cycle length is caused by internal friction not the customer, and the friction-mapping exercise every CRO should do before buying another AI tool. Resources Mentioned in This Episode: GTM Ops Frameworks 02:45 - Why you're not seeing ROI with AI 04:04 - "What tools should I get?" is the wrong first question 08:15 - Optimizing for the seller vs. optimizing for the buyer 10:39 - Psychological safety: the exit criteria nobody measures 14:50 - Friction is your friend: map it before you fix it 18:22 - 15 SDRs replaced by 2, same pipeline by month two 21:28 - What they specifically uncovered rebuilding the motion 24:44 - Stack-ranking the 100 best accounts with AI and signal data 29:21 - Where humans still outperform AI in outbound 41:00 - The slingshot effect: why slowing down speeds you up 48:54 - Where to start if you want to move the needle right now 49:04 - 70% of your sales cycle is internal friction _______________________________________________________________ GTM STRATEGY & AI ENGINEERING FOR B2B TECH ● Website ● LinkedIn ● TikTok

  6. 16 jun

    How Steven Birdsall Built a €1B Business Inside SAP When Everyone Said It Would Fail

    Steven Birdsall walked into the SAP boardroom and asked for €20 million to build an entirely new business unit. The pitch: take everything SAP was known for — complex, expensive, long implementations — and package it into fixed-scope, fixed-fee solutions that customers could be live on in ten weeks or less. The board said yes. Then every sales rep, every consultant, and every partner told him it would never work. He was zero for three on internal buy-in before he ever sat down with a customer. In this episode of CRO Stories, Rachael Bueckert sits down with Steven Birdsall, CRO of Alteryx, for a conversation on how the first customer conversation changed everything, the operational playbook behind scaling from zero to 1,000 packages in 18 months, the comp plan accelerators that got SAP's field team to sell it without being forced, how McLaren became the proof point that transformed the business from push to pull, and why the same lessons apply to every CRO trying to figure out AI right now. Resources Mentioned in This Episode: GTM Ops Frameworks 00:22 - Intro to Steven Birdsall and the SAP story 01:11 - The €20M board pitch and the thesis behind it 04:21 - 60 days to build a business from scratch 05:44 - Zero for three: sellers, consultants, and partners all said no 09:12 - "You had me at hello" — what happened when he talked to customers 09:57 - 100 packages built internally, partners built 900 more 11:20 - McLaren: 11 packages that transformed an entire business 12:14 - €1B in 2.5 years 13:00 - The operational plumbing behind scaling the business 18:51 - Turning sellers into ambassadors through joint customer meetings 21:59 - How partners went from skeptics to building their own packages 24:58 - Fast time to value: the lesson that applies to AI today 34:04 - From doubling every quarter to annual-to-quarterly quota shifts 45:17 - The playbook for any CRO launching a new motion today 50:09 - The revenue leadership story he doesn't get to tell enough _______________________________________________________________ GTM STRATEGY & AI ENGINEERING FOR B2B TECH ● Website ● LinkedIn ● TikTok

  7. 12 jun

    CRO Stories: Good Revenue, Bad Revenue, and the Churn That Helps You Grow with Jackie Rousseau-Anderson

    Jackie Rousseau-Anderson walked into a company approaching $100M and realized that the revenue everyone was celebrating looked very different once you layered in gross margins by segment. Some enterprise clients had been compressing margins for years because the sales team did whatever it took to keep them happy. The top-line number looked great. The profitability underneath it told a completely different story. So she did something most CROs won't: she intentionally shed millions in bad revenue, let unprofitable customers churn, and rebuilt the go-to-market around the revenue that actually had margins, lifetime value, and room to grow. In this episode of CRO Stories, Rachael Bueckert sits down with Jackie Rousseau-Anderson, CRO of InformData, for a conversation on how to run a gross margin analysis that reveals which customers are actually profitable, the behavioral segmentation model that changed how her team sold and serviced every account, how restructuring comp plans around good revenue shifted rep behavior overnight, why intentional churn drove net retention above 110%, and what she's learned working with PE firms like Vista and STG on scaling through these inflection points. Resources Mentioned in This Episode: GTM Ops Frameworks 01:27 - What happens when not all revenue is good revenue 05:00 - When to hit the pause button on celebrating every dollar 07:30 - Gross margin analysis by segment: what the data actually showed 10:20 - Behavioral segmentation: archetypes inside your customer base 13:06 - Training reps that it's okay to say no to a deal 17:35 - Restructuring comp plans to reward good revenue 20:47 - Sales process gates that reps actually appreciate 26:24 - Tying marketing to the good revenue segments 27:56 - Sales cycles down 10-20%, good churn reduced 15%, NRR above 110% 29:25 - Shedding millions in bad revenue on purpose 34:59 - Scaling with PE: Vista, STG, and international firms 40:40 - Biggest advice for CROs working with PE companies 44:15 - The soundboard metaphor: every knob affects another _______________________________________________________________ GTM STRATEGY & AI ENGINEERING FOR B2B TECH ● Website ● LinkedIn ● TikTok

  8. 9 jun

    CRO Stories: How AI Delivered 3x ARR Per Rep at QuotaPath with Ryan Milligan

    Ryan Milligan's team at QuotaPath hit 100% blended quota attainment eight of the past ten quarters. The way they got there wasn't by adding headcount. It was by looking at every step in the funnel where a rep was spending time on something that wasn't uniquely human, and putting AI on it. The result: reps went from spending 25% of their time selling to closer to 50%, and ARR per rep tripled. In this episode, Eddie Reynolds sits down with Ryan Milligan, CRO of QuotaPath, for a conversation on how his team uses Momentum to auto-update 75+ CRM fields from call recordings so reps can carry 40 deals instead of 20, the AI-powered multithreading play that gets senior stakeholders into deals on day 3 instead of day 73, and why the early "AI slop" false starts almost derailed the whole thing. Resources Mentioned in This Episode: GTM Ops Frameworks 00:22 - The results: 3x ARR per rep, 40% higher ASP, doubled win rate 01:37 - From data science to rev ops to CRO 03:41 - Reps spend 25% of their time selling — how to double it 07:34 - Team structure and sales motion at QuotaPath 08:35 - Is AI easier to implement in high-velocity sales? 13:29 - How Momentum auto-updates 75+ CRM fields from call data 16:49 - Why those 75 fields matter: the handoff problem 21:50 - Carrying 20 deals vs. 40 deals 24:15 - Prompts are everything and data for data's sake is noise 28:53 - What is Dust and how the micro-agents work 35:20 - AI-generated business cases and ROI narratives 42:27 - The multithreading play: day three vs. day 73 45:15 - Hallucinations and where to accept the risk 47:12 - The two things that drove the most impact _______________________________________________________________ GTM STRATEGY & AI ENGINEERING FOR B2B TECH ● Website ● LinkedIn ● TikTok

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To us, GTM is both an art and a science. We don't claim to be experts in the "art"—the marketing campaigns, sales messaging, and branding. We ARE experts in the "science"—GTM strategy, process design, growth planning, and RevOps. On GTM Science, we share what we've learned by solving these problems at scale for B2B recurring revenue businesses. We also bring you unfiltered conversations with CROs, private equity investors, and revenue leaders who’ve done it themselves. No silver bullets. Just real talk about what works. Learn more at unionsquareconsulting.com

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