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. 6H AGO

    Building the Foundation for AI in GTM

    Rachael Bueckert and Eddie Reynolds dive into why most AI implementations in go to market fail and what it takes to build AI foundations that actually work. Using Sas's successful AI SDR that outperformed human reps in just 2 weeks as a case study, Eddie breaks down the critical foundational work that most teams skip when jumping straight to AI tools and prompts. Eddie explains why the same elements that make human SDR teams successful are exactly what AI needs to work properly. This includes hyper-segmented buyer personas, clean data in your CRM, documented processes, and strong accountability from frontline management. The conversation reveals how Union Square Consulting built their own AI-powered content workflow and why having a human subject matter expert who already knows what good looks like is non-negotiable for AI success. Read the full article here. [00:00] Intro[02:04] Why the Faster AI SDR story hits a nerve[03:21] The failed attempts at AI SDR implementation[05:08] Why go to market leaders jump straight to tools[07:27] Key foundational elements for AI success[12:08] What makes AI and human motions fail similarly[14:10] Identifying bad versus missing data[18:38] Defining good processes for accurate data[24:43] The human component in process breakdowns[28:45] Following the go to market efficiency pyramid[30:18] The right time to introduce AI[34:18] Using AI to accelerate content production[42:02] Where teams should start with AI implementation[44:49] How realistic are 2 week results[49:23] Why old school mentality won't survive[53:04] Maintaining momentum during foundational work_____________________________________________________________________ GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES ● Website ● LinkedIn ● TikTok

    56 min

  2. NOV 21

    CRO Stories: How Datarails Grew 90% in New Sales YoY with Aviv Canaani

    When Forbes compares your company to the Salesforce of your industry without you even pitching them, you're doing something extraordinary with your brand and go-to-market strategy. Host Rachael Bueckert sits down with Aviv Canaani, CRO/CMO of Datarails to uncover how he did it, helping Datarails grow 90% in new sales YoY in the process. In this episode, Aviv reveals the counterintuitive journey from marketing leader to revenue chief, sharing how Datarails flipped from 95% outbound to 95% inbound in just a few years. From earning respect in the sales org as "the marketing guy" to building a waterfall planning system that turns revenue targets into exact headcount and budget requirements, Aviv breaks down what it actually takes to create predictable revenue. If you're trying to figure out how to make your revenue machine actually predictable instead of just hoping for the best, this conversation will change how you think about integrated revenue operations. Connect with Aviv on LinkedIn. [0:14] When Forbes Compares You to Salesforce Unsolicited [1:26] Building a Predictable Revenue Machine [4:47] Transforming from 95% Outbound to 95% Inbound [5:23] Inheriting the CRO Role: Building Respect as "The Marketing Guy" [6:12] Promoting Your Best AEs to Build Your Sales Leadership [10:18] "Now I Have No One to Blame" [11:42] Why Revenue Is a Team Sport, Not Marketing vs. Sales [13:09] The Case Against AEs Prospecting [15:00] How to Build the Leading Podcast in Your Industry [16:09] The Waterfall System: From Budget to Meetings to Revenue [18:27] Hiring B2C Marketers for B2B: The Data-Driven Approach [22:15] Multi-Touch Attribution: From Forms to SDR Calls to Gong [26:15] Why Speed to Lead Beats Everything [28:27] Scaling from 6 to 27 AEs While Filling Their Calendars [29:59] Why Inbound Converts Better Than Outbound [32:31] Sales vs. Marketing Attribution Wars Are Pointless [35:14] Why Yesterday's Best Practices Stop Working [38:38] Using AI and Automation to Make SDRs 4x More Productive [41:03] The AI SDR That Laughed When Asked If It Was AI [42:43] Your Biggest Deal Ever Came from ChatGPT [45:47] The CFO vs. CEO: Who's Leading AI Adoption? [51:00] Annual Planning: Working Backwards from ARR Target [53:23] Why It Doesn't Matter If You Come from Sales or Marketing [54:18] Advice for New CROs: Get in the Trenches and Experience Sales _____________________________________________________________________ GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES ● Website ● LinkedIn ● TikTok

    54 min

  3. NOV 18

    What It Really Costs to Grow: Benchmarking GTM Efficiency

    Hosts Eddie Reynolds and Rachael Bueckert discuss a metric that most CROs overlook until it's too late: the Go-to-Market Efficiency Ratio. Why do revenue leaders who crush their numbers still get replaced? The answer lies in understanding what it actually costs to grow, not just whether you're growing. In this episode, Eddie breaks down the GTM Efficiency Ratio pioneered by David Spitz, exploring why traditional metrics like CAC Payback and LTV:CAC fall short of telling the full story. From analyzing the real cost per dollar of new revenue to understanding when manual hustle stops scaling, this conversation reveals the systems-thinking approach that separates $10M CROs from $100M ones. If you're a revenue leader wondering how to build a truly scalable engine (or why efficiency matters more than ever in 2026) this episode is essential listening. Read the newsletter on this topic here. Explore all of our Frameworks here. [00:00] Why CROs get fired despite hitting targets [01:13] Introduction to GTM efficiency benchmarking [02:17] David Spitz and the GTM Efficiency Ratio [03:08] What's missing from CAC Payback and LTV:CAC [06:58] Understanding the GTM Efficiency Ratio formula [11:42] New business efficiency vs. total business efficiency [15:28] Benchmarking data across revenue stages [22:04] How to calculate your own GTM efficiency [26:37] What good efficiency looks like by company stage [31:15] Identifying where money is being wasted [36:44] The difference between growth and profitable growth [40:18] Building repeatable, scalable systems [46:46] When manual effort stops working at scale [48:50] Understanding your numbers as a capital steward [49:36] Getting help to reach the next level _____________________________________________________________________ GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES ● Website ● LinkedIn ● TikTok

    52 min

  4. NOV 8

    The Best Use Cases for AI in GTM

    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 ● LinkedIn ● TikTok

    59 min

  5. OCT 31

    How to Get Quick Hits in GTM Ops and RevOps

    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 ● LinkedIn ● TikTok

    1h 3m

  6. OCT 17

    Why Your MQLs Aren't Converting

    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 ● LinkedIn ● TikTok

    50 min

  7. OCT 10

    The Unblended Funnel: Why Targets Get Missed when Dashboards Look Great

    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 ● LinkedIn ● TikTok

    51 min

  8. SEP 25

    The GTM Ops Decision Tree

    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

    45 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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