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 23 h

    $20M to $650M: How Carta Kept Growing When the TAM Ran Out with Jeff Perry

    Jeff Perry joined Carta in late 2018 when it was a 275-person startup selling cap tables to founders. Eight years later, it's a $650 million private markets platform with 50,000 companies on the platform, a fund administration business for venture and PE firms, a total compensation product, tax advisory, and a recently acquired law firm. The cap table business is still healthy, but it has a ceiling. Every dollar of growth beyond that core product came from building or buying entirely new revenue lines for entirely new types of customers. In this episode, Rachael Bueckert sits down with Jeff Perry, CRO of Carta, for a conversation on how to keep growing when your core TAM runs out, the specialization mistake that taught them to simplify instead of overengineer, and how a $50K customer becomes a $1M customer over time through multi-product cross-sell. Resources Mentioned in This Episode: GTM Ops Frameworks 00:26 - Intro to Jeff Perry and the Carta growth story 01:13 - What Carta looked like at $20M and 275 people 05:06 - Why the cap table TAM ran out and what came next 07:39 - Build vs. buy: what's harder, new products or acquisitions? 09:50 - The Manhattan takeover and guerrilla marketing for PE firms 13:40 - How customer conversations drive the product roadmap 17:53 - One-call closes and two-year enterprise cycles in the same company 21:18 - The customer symposium where the CPO built features before dinner 23:28 - Enabling reps to sell across a widening product portfolio 32:50 - Territory and capacity planning across multiple business lines 34:55 - The separate sales team mistake and why they simplified 40:09 - Comp plan evolution: product-specific quotas vs. one quota 46:13 - Expansion: how a $50K customer becomes $1M 50:09 - Advice for CROs hitting a TAM ceiling _______________________________________________________________ GTM STRATEGY & AI ENGINEERING FOR B2B TECH ● Website ● LinkedIn ● TikTok

  2. hace 3 días

    The AI-Driven Continuously Self-Improving ICP

    On paper, everything looks healthy. Reps are hitting activity. Leads are coming in. Pipeline looks full. And yet deals are slipping, cycles are running long, and customers keep churning out the back. So much of that comes back to an ICP definition that's too broad, too shallow, and stuck in a doc that nobody uses. In this episode, Eddie Reynolds and Rachael Bueckert break down how to turn your ICP from a static document into a living system that sharpens itself every quarter. The conversation covers how to identify which customers are actually your best, why the one differentiating data point matters more than 50 generic ones, how to build an account scoring model reps will actually trust, and how to build the continuous improvement engine that feeds every new lead and lost deal back into the definition. Resources Mentioned in This Episode: The AI-Driven Continuously Self-Improving ICP (Newsletter) 150+ ICP Data Points List GTM Ops Frameworks 01:02 - Pipeline looks full but nothing is converting 01:50 - Why a written ICP isn't enough 03:29 - How to identify which customers are actually the best 06:50 - The biggest customer isn't always the best customer 09:09 - Going deeper than firmographics to find what really differentiates 12:08 - 150+ data points you could consider 14:53 - If it describes 80% of your lost deals too, it's not differentiating 16:54 - Survivorship bias: what the planes that don't come back tell you 19:26 - Manual vs. AI: when to use each and why you spot check everything 22:58 - Deterministic data first, fuzzy data second 27:28 - How changing content voice fixed lead quality overnight 30:17 - Fit vs. timing and why both belong in the ICP definition 33:56 - Building the account scoring model reps will actually trust 50:03 - AI provides the signal, humans make the decision _______________________________________________________________ GTM STRATEGY & AI ENGINEERING FOR B2B TECH ● Website ● LinkedIn ● TikTok

  3. 7 ago

    How Miro Rebuilt GTM Around Renewals, ICP, and Value Selling with Sangeeta Chakraborty

    Miro had 60-70 million users, world-class UX, and reps were overachieving on their numbers. Then the pandemic tailwind died and the product became an easy target to replace with free alternatives. The problem wasn't that people didn't love Miro. The problem was that nobody had ever tied it to anything strategic enough to survive a renewal conversation. Pipeline looked great because the team was monetizing usage. But usage without a business case doesn't survive a CFO asking "what do we actually need this for?" In this episode, Rachael Bueckert sits down with Sangeeta Chakraborty, former CRO of Miro and current CRO of Amagi, for a conversation on how she rebuilt Miro's entire go-to-market motion from the ground up. The conversation covers how she redesigned ICP, the use-case sales plays, and how the value engineering function helped buyers build business cases they'd never built before. Resources Mentioned in This Episode: GTM Ops Frameworks 00:22 - 70M users loved the product but renewals were breaking 01:39 - Walking into the first QBR and seeing the cracks 04:40 - Monetizing usage vs. selling outcomes 06:41 - Finding the preponderance of use case across 70M users 18:03 - Command of the Message and building use-case sales plays 18:26 - Why the ICP became the product manager 19:06 - Pepsi: a potato chip that took 3 years cut to 10 months 26:04 - Value engineering: helping buyers build business cases 34:11 - Entry and exit gates at every stage of the sales process 42:04 - A cheaper competitor came knocking 43:54 - How competitive pressure made the team stronger 46:17 - "Don't get fooled by vanity metrics" _______________________________________________________________ GTM STRATEGY & AI ENGINEERING FOR B2B TECH ● Website ● LinkedIn ● TikTok

  4. 4 ago

    How Deep the CRM Data Problem Actually Goes with Anders Krohn

    Anders Krohn spent years deploying AI into enterprise go-to-market organizations and kept hitting the same wall. The models weren't the problem. The data was. When his team anonymized and aggregated proof-of-concept data across dozens of companies, they found that 86% of CRM records had some kind of entity data error. Not missing fields or stale phone numbers. Structural errors at the entity layer: accounts mapped to the wrong parent companies, subsidiaries treated as headquarters, local offices confused with global entities because they share the same domain. And every enrichment tool, every territory plan, every AI agent built on top of that data inherits the same errors downstream. In this episode, Rachael Bueckert sits down with Anders Krohn, founder and CEO of Kernel, for a conversation on why the entity and hierarchy layer is the root cause of broken CRM data, how 20% of accounts assigned to reps are flat wrong, why companies spending millions on data providers are still unhappy, how AI exposed a problem that humans used to work around, and what it actually takes to fix the foundation before layering anything else on top of it. Resources Mentioned in This Episode: GTM Ops Frameworks 01:15 - Every revenue leader has had this moment 04:06 - Garbage in, garbage out: learning the hard way 05:49 - 86% of CRM records have entity data errors 08:18 - Spending millions on data and still unhappy 08:40 - Territory planning and AI: the two triggers that expose bad data 10:22 - How deep the entity layer problem actually goes 14:57 - 20% of accounts assigned to reps are wrong 20:21 - The domain problem: Starbucks HQ vs. Starbucks around the corner 21:13 - Two parts to solving a data problem 22:51 - Data governance vs. letting reps loose: when each makes sense 23:20 - Data debt and why it compounds as companies scale 39:21 - What this means for AI deployment right now _______________________________________________________________ GTM STRATEGY & AI ENGINEERING FOR B2B TECH ● Website ● LinkedIn ● TikTok

  5. 28 jul

    How to Sell in a Buyer-Controlled World with Doug Landis

    Buyers are doing what Doug Landis calls an "invisible evaluation." They're using ChatGPT, Claude, and Perplexity to research solutions, build shortlists, and form opinions without ever visiting your website, downloading your content, or triggering a single intent signal. By the time they show up on a discovery call, they've already decided what they believe. The old linear, seller-controlled sales process wasn't built for this. And running your reps through a stage-gated pipeline that assumes the buyer is starting from zero is why your deal reviews feel like theater. In this episode, Eddie Reynolds sits down with Doug Landis, CRO and co-founder of StoryPath, former Chief Storyteller at Box, and former Growth Partner at Emergence Capital, for a conversation on what selling actually looks like when the buyer controls the process. Doug walks through the concept of situational fluency, the Buyer Situation Operating Model he's built to replace the traditional sales process, why "what does the buyer need to believe next?" is the only question that matters in a deal review, and how stories are the mechanism that actually moves buyers from one belief to the next. Resources Mentioned in This Episode: GTM Ops Frameworks 01:13 - The sales process is dead 04:15 - The invisible evaluation: buyers research without triggering any signal 06:33 - Situational fluency vs. process compliance 08:33 - "What buying situation are we actually in?" 12:15 - Problem aware but not urgency aware 14:26 - How call prep has to change when the buyer already has beliefs 21:05 - Building the Buyer Situation Operating Model 22:29 - The top ten buyer situations every org faces 25:34 - Stories create belief: the mechanism behind every deal 29:40 - Redesigning deal reviews around buyer reality 33:36 - "What does the buyer need to believe next?" 49:55 - Where to start: one change CROs can make tomorrow _______________________________________________________________ GTM STRATEGY & AI ENGINEERING FOR B2B TECH ● Website ● LinkedIn ● TikTok

  6. 21 jul

    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

  7. 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

  8. 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

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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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