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. 26. AUG.

    The Pipeline Management Framework: How to Close More of the Deals You’re Already Working

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

    1 Std. 19 Min.

  2. 11. AUG.

    The AI-Powered 10x AE with Hayes Davis

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

    51 Min.

  3. 1. AUG.

    We Missed Our Target. Again. Now What?

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

    1 Std. 11 Min.

  4. 28. JULI

    CRO Stories: Navigating Change and Category Creation with Walnut CRO Catie Ivey

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

    42 Min.

  5. 15. JULI

    Pipe Gen 2.0: Why the Current Pipeline Generation Model isn't Working

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

    46 Min.

  6. 9. JULI

    What Every CRO Needs To Do in the First 6 Months of a New Role

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

    48 Min.

  7. 27. JUNI

    The GTM Metrics and Insights Framework: A Path to Predictable Growth

    In this episode of GTM Science, Union Square Consulting Marketing Manager Rachael Bueckert and founder/CEO Eddie Reynolds explore the essentials of mastering go-to-market (GTM) metrics. The discussion highlights the complexities faced by organizations lacking repeatable processes and dives into the significance of having robust, accurate metrics. Find our full GTM Metrics and Insights Framework as well as our other Frameworks here. Watch the YouTube video on this topic here. What you'll learn in this episode: How to identify and master the metrics that matter for your go-to-market engine.The importance of accurate data and how process optimization ensures trustworthiness.Strategies to unblend your funnel for deeper insights into pipeline generation and management.How regular data inspection and analysis drives continuous improvement.The role of a pipeline council in fostering collective action and decision-making.How a data-driven approach enhances annual planning and scenario testing, moving beyond guesswork to achievable targets.Why having a repeatable process is key to overcoming high churn and low quota attainment among sales reps.00:00 Introduction to Go-to-Market 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 ● LinkedIn ● TikTok

    1 Std.

  8. 24. JUNI

    The Annual Planning Framework for B2B SaaS

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

    44 Min.
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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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