GTM Science - A show for GTM and RevOps leaders

Union Square Consulting
  • 5.0 (3)
  • BUSINESS
  • UPDATED WEEKLY

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. 3H AGO

    CRO Stories: The Investments and Priorities That Took Owner.com to $60M ARR with Kyle Norton

    Kyle Norton helped take Owner.com from $2M to over $60M ARR in three years. The moves that made it possible aren't the ones most revenue leaders would prioritize. From a single AI experiment that boosted win rates by 15 points in one quarter, to counterintuitive bets on team structure and enablement that most companies don't make until it's too late, Kyle's playbook is built on compounding investments that pay off at scale. In this episode of CRO Stories, Rachael Bueckert sits down with Kyle Norton, CRO of Owner.com, for a deep dive into what he actually invested in and why. Expect tactical stories on using data to challenge assumptions about what makes a great sales call, a science-backed coaching and enablement framework borrowed from elite martial arts, a mental model for ruthless prioritization when you have a hundred good ideas and limited bandwidth, how the CRO role evolves from the trenches to multi-year strategic bets, and why keeping your tech stack simple might be the highest-leverage decision you make early on. Resources mentioned in this episode: • Kyle Norton's Revenue Leadership Podcast & Substack • Kyle's Coaching Mastery article • Book: The Talent Code by Daniel Coyle • Book: The Adult Learner by Malcolm Knowles • Book: Thinking in Bets & How to Decide by Annie Duke • Book: The Coddling of the American Mind by Jonathan Haidt [00:57] Introduction [02:04] The AI call scoring experiment that changed everything [04:29] Surprising finding: 10 of 12 critical skills were end-of-call [06:52] Testing one variable at a time—change management philosophy [09:07] Why most enablement adoption fails and how to fix it [10:44] The forgetting curve and spaced repetition in sales training [12:03] Building enablement programs with Bloom's Taxonomy [15:05] Manager coaching cadence and reinforcement activities [17:09] Traffic light model: green, yellow, and red light changes [19:10] The 4I coaching framework from martial arts to sales [20:14] Book recommendations: The Talent Code and adult learning science [23:26] Kyle's coaching mastery article and the behavior change mandate [24:36] From VP of Sales to CRO—how the job evolves at each stage [27:54] Prioritization: the 5P expected value framework [32:16] Cross-functional roadmap alignment at scale [34:27] When to bring in outside Rev Ops help [38:28] Keep your CRM simple—out of the box until $10M ARR [40:53] Jason Lemkin's AI go-to-market stack and why process comes first [43:28] Scaling Owner from $2M to $60M+ ARR—the operational playbook [46:42] Talent density as a compounding advantage [47:28] The story Kyle doesn't tell enough—martial arts and mental toughness [50:42] Where to find Kyle _______________________________________________________________ GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES ● Website ● LinkedIn ● TikTok

    51 min

  2. 1D AGO

    How to Optimize Marketing-Generated Revenue

    Your marketing engine is generating leads, hitting MQL targets, and sales is following up. So why isn't revenue growing faster? The answer isn't more budget. It's optimization. Most companies skip straight from "it's working" to "let's spend more" without ever asking: which leads are actually worth something, and where are we lighting money on fire? In this episode, Eddie Reynolds and Rachael Bueckert break down how to move beyond foundational execution and start turning the knobs on your inbound marketing engine. From building a minimum viable attribution model to calculating lead value by segment, benchmarking inbound against outbound using CAC payback, and running pipeline council meetings that actually produce decisions—this episode walks through the full optimization playbook. If you've got the foundation in place and you're ready to squeeze more revenue out of what you already have, this is where you start. Resources mentioned in this episode: • Newsletter: How to Optimize Marketing Generated Revenue • GTM Efficiency Pyramid Framework • Newsletter: Benchmarking GTM Efficiency [00:00] Why optimization matters more than more budget [01:02] The related newsletter and what it covers [02:14] What the foundation looks like when it's actually working [04:11] Why the foundation alone isn't enough [06:04] Attribution: why it belongs in the optimization stage [08:47] Blending quantitative and qualitative attribution data [10:42] Minimum viable attribution—what's good enough [15:25] Setting the performance bar: lead conversion, activity-based, and CAC payback [20:30] Why CAC payback trumps other benchmarks [22:06] GTM efficiency ratio vs. CAC payback [24:14] When results justify a major strategy shift [25:55] Segmentation and lead value by channel, segment, and geography [29:24] How lead scoring ties into segmentation and optimization [32:08] Process evaluation: what to do when a segment underperforms [34:45] Sales process and pipeline management as optimization levers [39:26] Pipeline council: who participates and why it matters [43:00] Structure and cadence of pipeline council meetings [44:22] Walking away with tangible action plans [45:36] From analysis to action: the GTM ops roadmap [48:31] Prioritizing optimization projects with OKRs [50:05] Timeline expectations—from quick wins to long sales cycles [54:47] Resources and team capabilities needed for optimization [57:03] The importance of executive buy-in and accountability [1:01:56] Closing: the one thing revenue leaders should take away _______________________________________________________________ GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES ● Website ● LinkedIn ● TikTok

    1h 4m

  3. FEB 6

    CRO Stories: Creating a Culture of Innovation Using AI with Jody Geiger

    AI can automate busy work, but it won't automate judgment, empathy, or curiosity—the things that actually win deals. Too many go-to-market teams are chasing speed before trust, buying AI tools hoping they'll fix what's broken instead of understanding the system first. The result? Automation that scales confusion instead of growth. CRO Stories host Rachael Bueckert sits down with Jody Geiger, Co-founder of AI Sales Studio at GTM Shift, to explore what it actually takes to build a culture of innovation around AI in go-to-market operations. With 20 years in sales leadership across companies like Apple, Galvanize, and Rogers, Jody brings hard-won perspective on what separates teams that succeed with AI from those that chase shiny objects and miss the fundamentals. The episode digs into practical applications of AI in GTM operations, from auditing workflows at the click level to building systems with learning loops built in. For GTM leaders trying to tie AI to pipeline, win rates, and rep productivity, Jody offers a clear framework: find the friction in your system, do good discovery like a salesperson would, audit workflows at the ground level, and build a business case before implementing. The goal isn't to replace human capabilities but to augment them, freeing up teams to focus on the things AI can't do—building relationships, exercising judgment, and staying curious. Key topics covered: [00:00] Intro [03:35] Building Go-to-Market Orgs from Scratch [08:05] Skills and Mindsets for High-Performing Revenue Teams [09:29] Scaling the Unscalable Differentiator [13:37] Capturing Customer Insights Without Extra Time [16:05] AI Sales Studio Origin Story [18:28] Best Use Cases for AI Implementation [22:21] First Measurable AI Win Demo Automation [26:37] Streamlining Outbound Email with AI Workflows [29:51] Teaching AI Implementation Through Workshops [33:14] Behaviors of AI-Enabled Elite Sellers [36:36] Measuring AI Impact on Pipeline and Productivity [38:45] Where to Find Jody and AI Sales Studio _______________________________________________________________ GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES ● Website ● LinkedIn ● TikTok

    39 min

  4. JAN 30

    The State of GTM AI with Craig Rosenberg

    Two-thirds of B2B teams are using AI in go-to-market, and 85% report seeing a boost. But there's a massive gap between teams just saving time with AI and those seeing actual pipeline and conversion improvements. What separates winners from experimenters? Eddie Reynolds sits down with Craig Rosenberg, Chief Platform Officer at Scale Venture Partners, to break down their State of GTM AI Report and reveal what's actually working and why most companies still aren’t seeing the results they expected. Craig shares the data on which AI implementations drive real revenue impact versus which just save time. From autonomous SDR bots booking qualified meetings to AI-powered competitive intelligence systems that surface opportunities your reps would never find manually, this conversation goes deep on specific examples. Eddie and Craig discuss what "GTM engineers" actually do, whether to buy or build AI solutions, and why most companies struggle to measure ROI despite seeing results. The conversation also digs into what has to be in place before AI can really make an impact on revenue, which teams are best positioned to lead adoption, and how top performers are using new tools to sharpen what they already do well. If you're trying to figure out where AI fits in your GTM stack and how to move beyond surface-level implementations, this episode delivers the data-backed playbook. Read Scale Venture Partners’ State of GTM AI Report here. Listen to Craig Rosenberg’s Podcast: The Transaction Podcast Key topics covered: [00:00] Intro [00:32] Phase One vs Phase Two AI Implementation [03:55] Marketing Teams Leading AI Adoption [06:00] Strategy First, Technology Second Approach [08:42] Successful AI Users Define Specific Outcomes [11:28] Human in the Loop Requirements [14:16] Campaign Analysis Driving 3x Pipeline Growth [18:19] Data Quality Challenges and Solutions [23:22] Toughest Go to Market Environment Ever [27:27] Clay and Micro Segmentation Success Stories [32:51] Account Research Made Fast and Effective [35:14] AI-Powered Pipeline Reviews [38:33] Rev Ops Leading AI Implementation [41:35] Individual Innovation vs Organizational Scale _______________________________________________________________ GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES ● Website ● LinkedIn ● TikTok

    44 min

  5. JAN 26

    How to Drive Adoption of Your GTM Processes

    You pull the pipeline report and it's chaos: opportunities in the wrong stages, missing qualification data, deals that should have closed months ago just sitting there. The problem isn't your process. It's that nobody's actually following it. Hosts Eddie Reynolds and Rachael Bueckert reveal why process adoption is the number one thing companies struggle with in go-to-market, and the exact system to fix it. Drawing from his experience at Salesforce where process discipline was embedded into muscle memory, Eddie reveals the systematic approach to driving adoption across your entire GTM organization. This isn't about creating more documentation or adding more training sessions, it's about building accountability mechanisms, creating the right reports, establishing consistent coaching rhythms, and making process adherence part of your culture. Whether you're struggling with pipeline hygiene, lead follow-up, or opportunity qualification, this episode walks through the exact steps to get your team executing consistently. Read the full newsletter: How to Drive Adoption of Your GTM Processes View the GTM Ops Decision Tree: Here Learn more about Union Square Consulting: unionsquareconsulting.com [00:53] Introduction to GTM process adoption[01:18] Why process adoption is the #1 struggle[02:38] Adoption vs. practice: the sports analogy[03:30] Building muscle memory at Salesforce[05:38] Signs your processes aren't being adopted[06:26] Using reports to diagnose adoption issues[11:42] Creating accountability mechanisms[16:15] The role of consistent coaching[20:48] Training new hires on existing processes[25:33] Documentation that actually gets used[30:17] Building process into CRM workflows[35:24] Making adoption part of performance reviews[40:32] The management team's daily discipline[45:18] Focusing on one thing at a time[50:26] Pipeline hygiene as a forcing function[54:33] Adapting Salesforce's playbook approach[57:00] The brain surgeon analogy[57:57] Key takeaway: pick one thing and drive it _____________________________________________________________________ GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES ● Website ● LinkedIn ● TikTok

    1 hr

  6. JAN 17

    The ROI of GTM Ops

    Most CFOs and exec decision makers ask the wrong question when evaluating go-to-market ops investments. They want to see projected ROI before fixing anything. But when your pipeline is a mess, your baseline numbers are already fiction. Hosts Eddie Reynolds and Rachael Bueckert address the question that frustrates Eddie most: "What's the ROI of go-to-market ops?" This episode breaks down why measuring GTM ops ROI is so challenging, and why sometimes you don't need exact numbers to know you're sitting on a massive opportunity. Eddie walks through a detailed financial model showing how even conservative improvements across pipeline management, lead conversion, and customer retention can generate millions in additional revenue. If you're a revenue leader trying to justify investment in GTM ops to your finance team, this episode gives you the framework to make that case. Read the full newsletter: The ROI of GTM Ops Try the ROI Calculator: GTM Ops ROI Spreadsheet [00:46] Introduction to the ROI of GTM ops[01:04] Why Eddie hates this question (but understands it)[03:34] The kitchen fire analogy[04:46] Why ROI is so difficult to measure[06:00] The broken scale problem[08:42] Starting with qualitative assessment[12:15] Building the financial model[16:28] Conservative improvement assumptions[20:35] Pipeline management impact[24:17] Lead conversion improvements[28:42] Customer retention and expansion[32:56] Adding up the total revenue impact[36:21] Time savings and strategic capacity[40:18] Rising above tactical execution[44:24] Making the case to your CFO[46:06] Using the GTM ops decision tree[47:04] The engine vs. fuel metaphor_____________________________________________________________________ GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES ● Website ● LinkedIn ● TikTok

    48 min

  7. JAN 10

    How to Get Better Visibility into Your Metrics Fast

    A $100M B2B SaaS client couldn't tell how many leads or opportunities they generated each month. Their PE firm called us asking for help, but there wasn't time to spend six months building the perfect measurement system. Here's how we helped them. In this solo episode, Eddie Reynolds breaks down how to get visibility into your go-to-market metrics fast while simultaneously building the foundation for long-term growth. Eddie walks through the "quick and dirty" approach our team took, starting with demo requests as proxy leads and demos delivered as proxy opportunities, and why sometimes imperfect metrics you can measure today beat perfect metrics you can't access for six months. Eddie shares the common trap of waiting for perfect data (spoiler: you'll never get there), why you need to define your qualification process before you can objectively say leads are low quality, and how one customer discovered their inbound motion was completely broken only after building the SDR team and process to properly test it. From defining what counts as a qualified opportunity to measuring customer health with nothing more than a red-yellow-green dropdown in Salesforce, Eddie explains how to balance the pressure to produce results now with the work required to build sustainable systems for the future—and why this is fundamentally a never-ending journey. Resources mentioned in this episode:GTM Decision TreeInbound Efficiency FrameworkOutbound Efficiency FrameworkGTM Efficiency Pyramid FrameworkGTM Metrics and InsightsFramework Read the article on this topic here. [00:50] Introduction: The $100M Company With No Metrics [03:02] What You Can Measure Today [06:01] The Trap Of Waiting For Perfect Metrics [08:28] Why Defining Process Comes Before Measuring Results [13:06] Starting With New Business Pipeline [16:06] The Question: Generate More Pipeline Or Close More Pipeline? [18:13] Defining Your Inbound Process [20:42] The MQL Definition Problem [22:13] Building Your Outbound Foundation [26:00] Getting Quick Visibility While Building Long-Term Foundation [29:11] Net Revenue Retention: Onboarding And Customer Health [33:52] The Simple Red-Yellow-Green Approach [37:30] Where This Customer Ended Up [39:42] Final Takeaways And Resources _____________________________________________________________________ GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES ● Website ● LinkedIn ● TikTok

    41 min

  8. JAN 3

    CMO Stories: Building a Microsegmentation Engine with Kathleen Booth

    When Kathleen Booth asked a VC operating partner what's actually working in B2B right now, his answer was simple: microsegmentation. Everything else? Not so much. In this episode, our host Rachael Bueckert sits down with Kathleen Booth, former SVP of Marketing at Pavilion, to unpack what that actually means and how to do it without becoming another spam machine. Kathleen shares how Pavilion used AI to not only help create their microsegments, but find highly specific messaging that actually converted. The conversation gets into "moments that matter" for different buyer personas, why ungated content converts better than gated when done right, and how to build toolkits that people actually want to download. From building Pavilion's GTM conference from scratch to creating an AI-first marketing team, Kathleen breaks down the tools, the processes, and the judgment calls that separate microsegmentation that feels human from spray-and-pray at scale. [00:46] Introduction And Kathleen's Background At Pavilion[01:36] Building Pavilion's GTM Conference From Scratch[04:48] What Kathleen Will Miss Most About Pavilion[07:45] Defining Microsegmentation[11:18] How AI And Enrichment Tools Enable Microsegmentation At Scale[14:22] The Line Between Helpful And Creepy Personalization[16:39] Going Beyond "Congrats On Your Recent Raise"[18:14] Using Clay To Scrape Press Releases And Company Data[19:58] Researching What Segments Matter For Your Business[21:25] Identifying "Moments That Matter" For Your Buyers[24:04] The Content Strategy: Ungated Pillar Content With Gated Toolkits[28:40] The Tech Stack For Microsegmentation[31:04] Why Imagination Is The Limiting Factor, Not Tools[35:14] Measuring Success Beyond Open Rates[40:05] Common Mistakes Companies Make With Microsegmentation[44:04] The Future: Humanity As Your Edge When Bots Buy From Bots[45:27] What's Next For Kathleen_____________________________________________________________________ GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES ● Website ● LinkedIn ● TikTok

    47 min
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Ratings & Reviews

5
out of 5
3 Ratings

About

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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