In this episode of CRO Stories, Rachael Bueckert sits down with Jessica Robertson, CRO of Orb, for a conversation on what it looks like to build a relationship-led GTM engine from zero, the culture shock of going from a scaled org back to startup basics, how she uses network mapping to turn existing customers into new pipeline, why her curated dinner events convert when most events don't, and what she's learned about navigating sales and CS misalignment as the person who owns both.

Resources Mentioned in This Episode:

USC Frameworks

00:36 - Intro to Jessica Robertson and Orb

06:06 - From SDR to VP of Sales to first-time CRO

07:26 - Why she left a $50M org for a startup

12:09 - The culture shock of going back to ICP basics

17:05 - How relationship mapping actually works in practice

23:48 - Using your own product to build pipeline

29:14 - The GTM motions driving Orb's growth

31:19 - Why their curated events convert when most don't

36:09 - Tripling revenue as a year-two goal

42:41 - Advisors: Warren Zena and Bridget Winston

47:41 - Navigating sales and CS misalignment as the CRO

_______________________________________________________________

GTM STRATEGY & AI ENGINEERING FOR B2B TECH

● Website

● LinkedIn

● TikTok

In this episode, Eddie Reynolds and Rachael Bueckert break down how CROs and GTM Ops should actually analyze revenue metrics, starting with why most reporting is useless until the process underneath it is fixed. The conversation covers the basic questions that uncover more than any dashboard, how to read your funnel from right to left to find the real bottleneck, how ZoomInfo cut 4,000 leads and made more revenue with the remaining 2,000, and why your annual plan is only as good as the data it's built on.

Resources mentioned in this episode:

USC Frameworks

GTM Efficiency Pyramid Framework

02:38 - Why your pipeline report never tells the full story

06:45 - Zombie deals and the 2x sales cycle test

08:46 - One rep at 10%, another at 85%

11:32 - The marginal gains philosophy for GTM

15:05 - Give your Rev Ops team protected time

16:42 - The GTM Efficiency Pyramid foundation

20:17 - Why CS belongs in the ICP conversation

24:38 - Segmenting data to find hidden conversion gaps

27:20 - Reading your funnel right to left

29:14 - Annual planning on bad data

33:49 - Pipeline generation isn't always the real problem

39:23 - Bad leads or bad follow-up: how to test it

43:27 - ZoomInfo cut 4,000 leads and made more money

45:34 - Where to set the MQL qualification bar

_______________________________________________________________

GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES

● Website

● LinkedIn

● TikTok

Eddie opens up about the often-fraught relationship between CFOs and CROs, drawing on his journey from banking and private equity to account executive at Salesforce, where the company forecast within 5% accuracy despite 30%+ growth. The conversation tackles why CFOs struggle to trust CRM pipelines, what breaks when companies hit $50-100M in revenue, how FP&A and CROs should work together on go-to-market strategy, the problems with LTV to CAC ratio in SaaS, and how bottoms-up annual planning should actually work between finance and revenue teams.

Resources mentioned in this episode:

GTM Efficiency Pyramid Framework

Outbound Efficiency Framework

In this episode, Eddie Reynolds and Rachael Bueckert break down exactly how to diagnose what's broken in your SDR motion before making expensive changes. The conversation covers why only 23% of B2B SaaS pipeline is actually ICP fit and what that costs you, how to calculate exactly how many accounts your reps can work without skipping steps, why the top Salesforce reps made five calls a day while the bottom reps made 40, and what should actually be on your SDR dashboard tomorrow morning.

Resources mentioned in this episode:

GTM Efficiency Pyramid Framework

Outbound Efficiency Framework

01:23 - What "my SDR team isn't working" actually means

04:46 - Process vs. execution: isolating where it's breaking

09:50 - Why the SDR manager is set up to fail

23:01 - ICP discipline and the 8x efficiency gap

33:53 - How to calculate your real account capacity

41:56 - Segmentation: why bouncing across 15 industries kills performance

45:55 - What belongs on the SDR dashboard

49:09 - Five calls to power vs. 40 calls to nobody

_______________________________________________________________

GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES

● Website

● LinkedIn

● TikTok

In this episode of CRO Stories, Rachael Bueckert sits down with Stevie Case, CRO of Vanta, for a conversation on what it took to move Twilio from inbound-only to outbound, the enterprise hackathon play that blew deals wide open, why she resisted moving into leadership and what changed when she did, how Vanta used sales as the tip of the spear to validate an entirely new market, the counterintuitive bet on human SDRs in the age of AI, and how rebuilding post-sales raised net retention by 18 points.

[00:45] Intro to Stevie Case

[02:00] Competitiveness and stubbornness as career fuel

[03:58] "Why not me?" and overcoming imposter syndrome

[07:02] From Quake champion to college dropout to tech sales

[09:39] Saying yes to discomfort

[11:52] Best seller vs. leading sellers

[14:17] Trusting delayed results as a leader

[14:29] Moving Twilio from inbound-only to outbound

[16:50] The playbook is a hypothesis

[18:43] Why forcing your style on reps backfires

[22:17] Where uniformity matters vs. individual style

[24:03] Q4 2019: 279% of target

[25:47] Managing to the maximum possible outcome

[28:29] The foundational change behind the blowout quarter

[29:22] The Twilio Sandwich: bottoms-up meets top-down

[30:16] Enterprise hackathons and the U-Haul story

[33:50] In-person selling post-pandemic

[35:02] 5x outbound pipeline with human SDRs

[36:00] Building outbound from zero at a 100% inbound org

[38:21] One-call closes and the original Vanta motion

[41:18] Spotting the enterprise signal inside the customer base

[47:33] Sales as the tip of the spear into a new market

[48:16] Bifurcating the business: downmarket vs. upmarket

[49:32] What broke first: quotas, feedback loops, and org design

[50:34] GTM under a product GM for a year

[52:12] Building enterprise post-sales from scratch

[53:19] The Implementation Health Score

[55:10] Scaling into enterprise SDRs, SE, and market education

[58:14] Raising net retention by 18 points

[59:25] The counterintuitive bet on customer success

_______________________________________________________________

GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES

● Website

● LinkedIn

● TikTok

In this episode, Eddie Reynolds and Rachael Bueckert break down the findings from seven 2025 state of go-to-market reports and what they mean for revenue leaders heading into 2026. The conversation covers why most companies are stuck in phase one AI implementation while the winners pull away, what the data says about ICP discipline and why 63% of CROs still don't trust their own ICP definition, the quota attainment crisis and the unrealistic targets behind it, why outbound isn't dead but most outbound motions are broken, and Eddie's framework for where to start fixing it all without trying to boil the ocean.

Resources mentioned in this episode:

GTM Ops Diagnostic Framework

GTM Efficiency Pyramid Framework

00:58 - What seven reports tell us about GTM right now

04:26 - Why most AI investment isn't moving revenue

08:33 - Phase one vs. phase two AI and the 3-5x gap

14:01 - The foundation you need before AI can work

23:25 - How Kyle Norton's team took win rates from 38% to 53%

28:07 - ICP discipline and the 8x efficiency gap

37:18 - The quota attainment crisis: unrealistic targets meet broken fundamentals

55:30 - Handoffs, alignment, and why 54% of teams still lack them

58:53 - Where to start: pick one thing and go deep

_______________________________________________________________

GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES

● Website

● LinkedIn

● TikTok

In this episode of CRO Stories, Rachael Bueckert sits down with Anthony D'Angelo, founder of Channel 360 and former CRO at Unifi, for a deep dive into how channel sales actually works when it's done right, what breaks when it's not, and why most companies either over-complicate the program or under-commit to the investment.

01:39 - How Anthony fell into channel sales and never left

05:17 - Running channel like a CRO before he had the title

11:48 - How fundamentals took Unifi from 25% to 50%+ win rates

22:35 - When to layer channel on top of direct sales

28:04 - Treating partners as your sales team (because they are)

37:11 - The comp plan problem that kills every channel program

46:34 - Building Channel 360 and why most companies hire too early

54:47 - How Viptela used channel to outsize Cisco and land a $610M exit

_______________________________________________________________

GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES

● Website

● LinkedIn

● TikTok

In this episode of CRO Stories, Rachael Bueckert sits down with Andrea Kayal, CRO of Help Scout, for a conversation on how she builds and defends marketing budgets using the financial facts of the business, the framework she uses with the board to define what enterprise value actually means by the numbers, why win rate is the most important number marketing should care about, and how five product features moved win rate four points after she made the revenue case impossible to ignore.

[01:31] Intro to Andrea Kayal and Help Scout

[01:55] Help Scout's 50/50 PLG and sales-led motion

[03:03] CMO to CRO: why she made the jump

[04:01] Two strategies, one CEO: the case for a single revenue leader

[06:15] The best CXOs hire people better than them at the job

[06:30] The through line across every role: planning gaps

[06:57] The Iconic Enterprise Five framework

[09:12] Using 3-5 metrics to define enterprise value with the board

[10:34] When the numbers say one thing but execution says another

[11:42] Being realistic with shareholders about growth

[12:09] Negotiating capital allocation with the CPO

[13:19] "Allocate capital like a hedge fund manager"

[14:07] How to tell the budget story with data and dollars

[15:23] The 80/20 split: performance vs. brand

[17:08] Getting good at forecasting marketing like sales forecasts pipeline

[17:41] Attribution: the big scary word

[18:43] Stop chasing perfect attribution, watch the bottom right

[20:07] Pulling multiple levers at once

[21:15] 30-day vs. 90-day sales cycles and signal speed

[23:12] The three-tab marketing budget spreadsheet

[26:14] Win rate is marketing's problem too

[27:50] The SLA meeting between sales and marketing

[28:54] Clear accountability kills finger-pointing

[30:43] Building the handoff at Team Pay vs. Help Scout

[31:46] Drawing the line: sales not allowed to touch 1-to-10s

[33:08] Pricing AI features in a commoditized market

[34:31] The consumption-based pricing experiment that didn't land

[36:12] How customer conversations forced the pivot back

[37:08] Customer feedback vs. product vision: faster horses

[38:42] The monthly go-to-market alignment meeting

[40:18] Five product features that moved win rate four points

[41:17] Using lost-deal revenue data to drive product prioritization

[42:25] 80/20 for product too: features vs. innovation

[43:15] Every point of win rate is material

[44:49] Go-to-market alignment and Pipeline Council

[46:06] The CRO as the person with no favorite child

[48:42] Why customer success can't be an afterthought

[49:27] The bow tie model and the compounding right side

[50:30] Current challenges: ACV, moving upmarket, brand vs. distribution

[52:35] The mayo analogy for brand investment

[55:00] Where to find Andrea

_______________________________________________________________

GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES

● Website

● LinkedIn

● TikTok

In this episode, Eddie Reynolds sits down with James Roth, CRO of ZoomInfo, to unpack how the company re-engineered its go-to-market from a 50/50 SMB-upmarket split to 70/30 upmarket, rebuilt its outbound motion from the ground up, and used AI to make the whole machine faster without adding headcount.

Expect a conversation on the financial logic behind the shift, how to think about capacity planning across segments, what signal-based prioritization actually looks like in practice, and the outbound strategies that moved conversion rates up 25 points.

[02:42] Intro and what this episode covers

[03:47] The before and after of ZoomInfo's GTM shift

[04:18] Why micro-SMB stopped working post-2021

[05:47] Under-penetrated enterprise accounts

[06:54] Lowering account loads and resourcing the upmarket

[08:31] Budget-neutral resource reallocation

[08:58] Why inbound degraded: LLM search and the end of SEO as we knew it

[10:12] The case for rebuilding outbound

[11:43] Hot vs. warm inbound and how ZoomInfo delineates

[14:21] Low-intent MQLs are really just outbound in disguise

[15:24] The perennial sales vs. marketing friction

[16:28] Deconstructing the MQL battleground

[18:07] Tie everything to revenue, not MQL counts

[19:03] Signal-based prioritization over lead source labels

[20:17] Stack-ranking signals with data, not anecdotes

[21:58] "No SDR should ever ask what should I do today"

[23:09] The cultivated list: who to call, what to say, why

[25:22] Capacity planning for inbound vs. outbound

[27:10] Land-and-expand vs. seat-based capacity models

[29:13] Bottoms-up capacity planning

[31:02] Modeling enterprise after Salesforce and ServiceNow

[31:46] How AI changed SDR capacity overnight

[33:10] Studying top reps to reverse-engineer time allocation

[35:13] Increasing talk time, decreasing everything else

[37:28] Territories, segments, and first principles

[39:08] From zip codes to in-market scoring

[41:12] TAM to in-market: the 100-to-25 filter

[42:49] Product-market fit drives territory design

[44:23] Reporting and driving adoption for outbound

[45:42] Activity is still the baseline, but refined activity

[46:31] Signal action rates and unactioned signals

[48:23] Reading from right to left: start with quota attainment

[49:44] Reverse-engineering what top reps actually do

[50:19] Activity per segment: SMB vs. enterprise volume

[51:34] Same volume, different activity upmarket

[52:13] The big deal wrap: every major deal looks the same

[54:04] GTMO: go-to-market orchestration at ZoomInfo

[54:39] "See ball, hit ball" and eliminating SDR autonomy

[56:14] AI talk tracks, signal density, and the 25-point conversion lift

[57:47] Hiring for potential instead of experience

[58:32] Where to find James Roth

_______________________________________________________________

GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES

● Website

● LinkedIn

● TikTok

In this episode, Eddie Reynolds and Rachael Bueckert walk through the new GTM Ops Diagnostic Framework: a simplified version of the 150+ question diagnostic USC runs with clients, distilled into 28 questions you can answer in 20 minutes. Note: At the time this podcast was recorded, the GTM Diagnostic only covered 4 areas of GTM. We've since updated it to cover 7 areas, mirroring our updated GTM Efficiency Pyramid.

Expect a walkthrough of the four maturity stages and why the order matters, how to use the GTM Ops Decision Tree to narrow focus before you start, the red-yellow-green scoring system and how to build a heat map of your go-to-market, common patterns that jump out when teams see their results, how to turn the diagnostic into a 90-day roadmap with 3–5 initiatives, and why behavioral change—not documentation—is the make-or-break for all of it.

Resources mentioned in this episode:

• The GTM Ops Diagnostic Framework (Published 03/28/2026)

• GTM Ops Diagnostic Worksheet

• The GTM Efficiency Pyramid Framework v3.0

• Newsletter: The GTM Ops Decision Tree

• The GTM Ops Roadmap Framework

• Free GTM Efficiency Workshop

[00:47] Intro and where to find the framework

[02:07] What the diagnostic is and why we built it

[04:40] Turning noise into signal for go-to-market teams

[06:38] Why the end result is an action plan, not a PowerPoint

[08:30] Why enterprise companies need this even more than SMBs

[10:50] What breaks when leaders fix go-to-market reactively

[12:28] The four maturity stages: fundamentals, adoption, optimization, acceleration

[15:19] How to mentally approach the diagnostic without getting overwhelmed

[16:58] The honesty required—good enough vs. fundamentally broken

[19:04] Step one: understanding the maturity stages in depth

[22:06] Why AI on top of broken process just amplifies what's broken

[25:18] Step two: narrowing focus with the GTM Ops Decision Tree

[28:40] Step three: the diagnostic questions and red-yellow-green scoring

[32:02] The danger of being too generous with green

[36:28] Evidence to pull and handling internal disagreement on scores

[39:29] Step four: plotting the heat map

[40:54] Patterns that jump out—what's working despite being broken

[41:52] The inbound-to-outbound pivot story

[44:20] Customer success: the most commonly neglected area

[47:34] Step five: interpretation and prioritization

[49:30] Step six: building the GTM Ops Roadmap with OKRs

[51:49] Why 3–5 initiatives is the max for 90 days

[53:17] Defining initiatives so they don't become big projects

[55:17] Step seven: integrating planning and metrics

[56:20] The chicken-and-egg of annual planning without trusted data

[59:07] What's intentionally missing from the public version

[01:01:07] When to go deeper and when good enough is good enough

_______________________________________________________________

GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES

● Website

● LinkedIn

● TikTok

Mentioned in this episode:

Rachel Promo 3

In this episode of CRO Stories, Rachael Bueckert sits down with Bridget Winston, CRO of Patient Now, for a conversation that covers how she scaled Chief from 1.5k to 20k members and a $1.1 billion valuation, what broke along the way and the pivots that followed, why she purposely took a customer success role to become a better revenue leader, how she uses AI to impact revenue, and the change management discipline she runs at every company she joins.

[01:26] Intro to Bridget Winston and her path to Patient Now

[02:33] What Chief is and the B2C-to-B model

[03:39] Scaling Chief from 1,500 to 20,000 members—what broke along the way

[05:11] The Covid pivot: from in-person to national to back again

[06:23] Expanding to the UK and pulling back—hard lessons in product-market fit

[08:18] How AI data enrichment revealed a completely different ICP

[11:38] ICP is everything—the defining lesson of being a CRO

[13:06] Why most companies think they know their ICP but haven't gone deep enough

[15:22] The secret test: are you operating as a CRO or a glorified VP of Sales?

[16:13] Aligning comp across marketing, sales, and CS on a shared metric

[18:00] The ShoreTel story: when law firms kept churning and what changed

[20:22] Why Bridget purposely took a customer success role

[22:29] B2C vs. enterprise at Chief—competing for resources

[24:47] First team mentality and Five Dysfunctions of a Team

[27:32] Biggest lesson from Chief: you're never done with product-market fit

[28:31] Big problems don't always need big solutions—two-way doors

[30:08] The UK expansion failure and building the muscle to embrace failure

[31:15] "It's the people"—why that diagnosis is almost never right

[32:11] Shutterstock: 35% attrition, 10% quota attainment, and what was actually broken

[37:14] Why a Rev Ops partner is the most critical hire for a CRO

[38:28] What Bridget is bringing into Patient Now

[39:19] Evaluating three AI tools in the first two weeks

[40:14] The biggest hot take: B2B marketing is becoming consumer marketing

[42:38] Community-led growth and the CISO example

[46:50] Why Patient Now—the opportunity, the mission, and the team

[51:08] Goals at Patient Now: customer centricity as a leading indicator

[52:45] Universal CRO skills: range, financial acumen, and grit

[56:31] The story behind her leadership: change management as a discipline

[01:00:37] How AI has compressed CRO planning from five months to one

[01:03:28] Where to find Bridget

_______________________________________________________________

GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES

● Website

● LinkedIn

● TikTok

In this episode, Eddie Reynolds and Rachael Bueckert walk through the GTM Efficiency Pyramid Framework v3.0—now expanded to seven pyramids covering outbound, inbound, ABM/allbound, partners/channel, pipeline management, retention, and expansion. Expect a breakdown of the four maturity layers from fundamentals through amplification, what belongs in each layer and why the order matters, how to use the framework to find quick wins and prioritize your next 90 days, and why the 20% of work at the foundation drives 80% of the results.

Resources mentioned in this episode:

• The GTM Efficiency Pyramid Framework v3.0

• Newsletter: The GTM Ops Decision Tree

• The GTM Ops Roadmap Framework

• Free GTM Efficiency Workshop

• All Union Square Consulting Frameworks

[00:49] Intro and the origin of the pyramid framework

[01:49] What the framework is and why it exists

[04:26] Version 3.0: from one pyramid to seven

[07:23] Why AI and analytics sit at the top—not the bottom

[09:39] Most companies already have fundamentals, but have they revisited them?

[11:05] The 85% vs. 10% close rate problem

[12:29] Fundamentals: ICP, customer journey, and building process into systems

[13:54] Adoption: training, reporting, and management cadence

[14:35] Optimization: go to market insights, the GTM council, and forecasting

[16:15] Amplification: automation, AI, and knowing what good looks like first

[20:32] The seven pyramids: what's shared and what's unique

[20:44] Outbound: capacity-based territory plans and prospect sequencing

[24:55] The 14x difference between personalized and spray outbound

[26:50] Inbound: customer journey maps, speed to lead, and follow-up sequences

[29:16] AI lead enrichment, campaign analytics, and AI-assisted lead response

[31:02] ABM/Allbound: why inbound and outbound are the same question

[35:17] Partners and channel: capacity planning, engagement process, and ideal partner profile

[40:25] Pipeline management: sales methodology, stages, and zombie pipeline

[43:17] Why pipeline management is the prerequisite to everything else

[45:20] Retention: capacity planning, health monitoring, and the renewal process

[48:40] AI health scoring, CSS playbooks, and churn risk signals

[51:00] Expansion: product and stakeholder whitespace

[54:28] Where to start: prioritization with the GTM Ops Decision Tree

[55:57] Translating priorities into a 90-day GTM Ops Roadmap

[58:24] Getting management alignment and driving adoption

_______________________________________________________________

GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES

● Website

● LinkedIn

● TikTok

In this episode, Eddie Reynolds and Rachael Bueckert walk through the operational playbook for making your first 90 days count, whether you're a new CRO or a VP of GTM Ops stepping into a company where everything feels broken. Expect a conversation on why narrowing to one priority beats boiling the ocean, how to assess the fundamentals using the GTM Efficiency Pyramid, what a realistic 90-day roadmap looks like with OKRs and sprint planning, why reports alone don't drive accountability, and what success actually looks like at the 90-day mark when your sales cycle might be longer than your timeline.

Resources mentioned in this episode:

• Newsletter: GTM Ops First 90 Days Playbook

• The GTM Efficiency Pyramid Framework

• Newsletter: The GTM Ops Decision Tree

• The GTM Ops Roadmap Framework

• All Union Square Consulting Frameworks

[02:26] The CRO's real to-do list beyond just ops

[04:16] Biggest mistake: trying to boil the ocean

[05:00] The whack-a-mole problem and learning to guide the conversation

[07:19] Narrowing focus: new business vs. NRR, pipeline gen vs. close rate

[08:00] Why you can't fix everything in 90 days, behavior change is the bottleneck

[09:34] The long-term case for net revenue retention

[10:23] It's not about building everything

[11:05] CRO tenure and the cost of trying to do it all

[13:38] Stacking 90-day sprints across go to market

[15:24] Handling complexity: multiple segments, products, and teams

[19:09] Leadership capacity and the management bottleneck

[20:42] The New Year's resolution analogy

[27:11] Assessing the fundamentals with the GTM Efficiency Pyramid

[28:06] ICP, process design, capacity planning, and target lists

[29:47] From process to systems to adoption

[31:32] The most basic problems are the most common ones

[34:32] Reports aren't the point, driving revenue is

[37:44] How to know the fundamentals are done

[39:16] Iterating quarter over quarter

[41:42] Building the GTM Ops Roadmap with OKRs

[43:14] Setting realistic metrics with long sales cycles

[45:17] Why the roadmap protects you from ad hoc requests

[47:45] Execution through sprint planning

[50:00] Daily and weekly priority-setting in practice

[53:01] Staying organized as a neurodivergent ops person

[55:35] Success at the 90-day mark: do you trust the report?

[57:36] Why reports don't drive accountability—management does

[58:08] Eddie's pipeline inspection story from Salesforce

[01:01:53] The 24-hour pipeline cleanup and the zombie pipeline problem

[01:04:16] Rebuilding CFO trust as a new CRO

[01:05:05] The one metric that should change, and why it depends

_______________________________________________________________

GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES

● Website

● LinkedIn

● TikTok

In this episode, Eddie Reynolds and Rachael Bueckert unpack what it actually takes to turn your CRM into a revenue driver, and why the answer has almost nothing to do with workflows, custom objects, or technical configuration. Expect a conversation on the single commitment from leadership that separates success from failure, how to prioritize what to fix first when everything is broken, the role of process design, metrics, and reporting in building trust in your data, why pipeline council meetings are a prerequisite and not a nice-to-have, and how to drive adoption without making your sales team feel micromanaged.

Resources mentioned in this episode:

• Newsletter: How to Drive Real Revenue Through Salesforce

• Newsletter: The GTM Ops Decision Tree

• The GTM Metrics and Insights Framework

• The Pipeline Management Framework

[00:00] Salesforce won't save you—but this will

[01:05] The newsletter that inspired this episode

[01:48] Eddie's three years at Salesforce watching companies fail

[04:48] What "going all in" actually looks like for leadership

[07:38] Most common mistakes when inheriting a messy Salesforce instance

[12:08] Where to start when everything is broken: the GTM Ops Decision Tree

[14:40] New business vs. net revenue retention—which to fix first

[17:35] Translating your sales process into Salesforce fields and stages

[20:12] Eddie's pipeline cleanup story: 300-day-old deals on a 60-day product

[24:54] Cleaning dirty pipeline without demoralizing your reps

[27:05] Defining what good looks like across every GTM process

[29:06] Measuring what matters: the right metrics and real reporting

[30:51] Leading and lagging indicators for revenue forecasting

[33:19] Building the CRO executive dashboard

[36:33] Pipeline council as a prerequisite for data-driven decisions

[40:06] Can Salesforce really grow revenue by 30%?

[43:01] This isn't a Salesforce endorsement—it's about process

[44:07] Driving adoption: the last mile where most initiatives die

[46:48] Encouraging adoption without micromanaging

[49:38] Designing process around both the rep and the customer

[52:33] One takeaway: pick one thing, define the process, measure it, adopt it

_______________________________________________________________

GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES

● Website

● LinkedIn

● TikTok

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

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

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

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

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

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

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 Tree
Inbound Efficiency Framework
Outbound Efficiency Framework
GTM Efficiency Pyramid Framework
GTM 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

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

Eddie reveals the two biggest cash burns he sees across go-to-market teams: hand-raiser leads that don't get adequate follow-up, and score-based leads that convert worse than cold outbound. Walking through a systematic nine-step framework, this episode shows exactly how to diagnose whether you have an operational problem or a lead quality problem, and more importantly, how to fix it. From lead routing and response times to scoring criteria and rep coaching, these aren't theoretical fixes—they're the same steps that helped one customer increase their lead-to-close rate by 25x.

Read the full newsletter: Here

View the GTM Efficiency Pyramid: Here

[00:00] The two biggest marketing money wastes

[01:03] Introduction to the 9-step process

[01:37] Why most inbound leads never convert

[03:01] Operational issues vs. bad lead quality

[06:06] Step 1: Define your lead qualification criteria

[11:24] Step 2: Implement proper lead routing

[16:42] Step 3: Set response time expectations

[21:18] Step 4: Create follow-up cadences

[26:35] Step 5: Build lead scoring models that work

[31:47] Step 6: Separate hand-raisers from scored leads

[36:22] Step 7: Track conversion metrics by source

[40:58] Step 8: Create accountability dashboards

[45:13] Step 9: Coach reps with data, not gut feel

[50:12] What to do after implementing all nine steps

[52:04] Key takeaways and biggest ROI opportunities

_____________________________________________________________________

GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES

● Website

● LinkedIn

● TikTok

Scott shares why/how he cut 2/3rds of all leads at ZoomInfo (resulting in increased revenue), the strict (but not punitive) policies he uses to ensure reps actually follow the process, and why every deal-focused CRO needs a detail-obsessed counterpart who geeks out on Salesforce logic. The conversation gets into how Later completely pivoted their business model when data showed customers spending $40M on influencer marketing but only buying $30K software licenses, why gut feel is just unorganized data in your head, and when to stop adding complexity and just nail the basics first.

From factory floor lean principles to the Moneyball hiring approach, Scott breaks down why instrumentation beats automation, when to say no to building that perfect attribution model, and how RevOps professionals can translate their work into the kind of strategic impact that opens doors to the C-suite.

Learn more about Later at later.com or check out their podcast "Beyond Influencers."

Read the article on this topic here.

[00:45] Introduction And Scott's Background

[02:02] Scott's Career Journey From Supply Chain To CEO

[05:08] Translating RevOps Work Into Executive Impact

[10:01] How Scott Cut 25% Of Leads And Increased Revenue

[11:05] Building The Data Infrastructure First

[12:11] Balancing PE Pressure With Building Foundations

[15:16] The Non-Negotiables For Sales Process Accountability

[17:00] Hiring Your Opposite - The Moneyball Approach

[21:14] When Process Becomes Critical As You Scale

[24:52] Getting Consistent On Definitions Across Teams

[27:03] The Marketing Vs Sales Blame Game

[30:20] Re-Engineering Go-To-Market For Enterprise

[33:25] Moving From Software Licenses To Media Spend Deals

[36:04] Codifying The Entire Go-To-Market Motion

[40:29] When To Instrument Vs When To Simplify

[44:24] The Limits Of Automation

[47:03] Nail The Basics Before Adding Complexity

[48:38] How To Learn More About Later

_____________________________________________________________________

GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES

● Website

● LinkedIn

● TikTok

Eddie breaks down why the twelve-month payback threshold matters, how to actually calculate CAC payback for different channels and segments, and why most companies are focusing on fixing what's broken instead of doubling down on what's already working exceptionally well. The conversation gets into the messy reality of attribution, the data you actually need (versus the perfect data you'll never have), and when to cut versus optimize underperforming channels.

From Facebook's like button to Salesforce's SDR handoff process, Eddie shares concrete examples of how seemingly small optimizations to high-performing areas can create massive returns—and why your go-to-market ops team should be proactively hunting for these opportunities rather than just firefighting whatever squeaky wheel gets the most attention.

Read the article on this topic here.

[00:00] Cold Open - Why We Focus On What's Broken Instead Of What's Working

[02:02] Episode Introduction

[02:11] Why CAC Payback By Channel Matters

[04:30] Breaking Down The CAC Payback Formula

[07:53] What To Do When CAC Payback Is Over A Year

[10:32] The Biggest Issue With Blended CAC Payback

[12:27] Breaking Down Lead Buckets To Calculate CAC Payback

[15:13] What Systems And Processes You Need In Place

[18:14] Choosing Which Buckets To Analyze

[22:19] How To Measure CAC For Different Segments

[25:25] The Dumpster Fire Vs. Slot Machine Dilemma

[31:22] Why Healthy Channels Get Ignored

[32:54] What To Do After Analyzing CAC Payback By Channel

[39:44] How To Know When It's Time To Cut Something

[43:00] When To Double Down Vs. Risk Diminishing Returns

[49:23] Using Historical Data To Predict Future Performance

[55:26] The Role Of Go-To-Market Operations

[59:34] The Moneyball Approach To Revenue Operations

[1:02:09] First Steps: Form A Hypothesis And Test It

_____________________________________________________________________

GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES

● Website

● LinkedIn

● TikTok

Brady shares his methodology for actually validating your ICP by talking to prospects in non-sales contexts, how to find those "weird" characteristics that truly define your best buyers (hint: it's not just industry and revenue), and why competitive intelligence should focus on strategic signals rather than feature-by-feature battle cards that nobody believes anyway. Brady shares when to say no to customers outside your ICP, how to test differentiation messages before your sales team wastes months pitching them, and why the gap between what marketing creates and what actually resonates with buyers is still embarrassingly wide at most companies.

From insurance companies to private equity firms, Eddie and Brady use real examples to show how narrowing your focus (even when it means walking away from revenue) can be the smartest growth strategy you'll ever implement.

You can learn more about Clear Go to Market at cleargtm.com or reach out to Brady at bjensen@cleargtm.com.

Read the article on this topic here.

[00:45] Intro And Welcome

[01:21] Brady Introduces Clear Go To Market

[01:41] Brady's Journey From Sales Rep To CEO - The Problem Of Unvalidated Messaging

[04:05] The Art And Science Of Go To Market

[05:14] Defining ICP - Starting With Eddie's Example Of Companies Being Too Broad

[08:20] Tangible Criteria For Defining ICP

[14:20] Brady's Validation Process - Talking To Prospects In Non-Sales Contexts

[19:23] Narrowing Down ICP Beyond Broad Categories

[24:25] When To Say No To Customers Outside Your ICP

[30:58] The Importance Of Buyers Feeling "These People Get Me"

[35:40] Competitive Intelligence Discussion

[37:16] What Competitive Intelligence Really Means

[38:48] The Four Criteria For Differentiation

[42:27] Strategic Vs Tactical Competitive Monitoring

[44:06] "Weird" ICP Characteristics And Non-Obvious Buying Signals

[46:41] How To Learn More About Clear Go To Market

_____________________________________________________________________

GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES

● Website

● LinkedIn

● TikTok

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

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

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

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

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

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

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

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

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 Effectiveness

10:11 Efficient Sales Strategy Optimization

13:29 Pipeline Challenges and Rapid Solutions

18:03 Mastering the Complex Sales Process

24:10 Optimizing Sales Performance

28:52 Defining Product Personas at Salesforce

33:28 Optimizing ICP for Target Efficiency

42:06 Qualifying Criteria for Sales Opportunities

47:31 Practice and Reminders for Effective Presentations

52:04 Essential Sales Questions for Accountability

56:17 Sales Management: The Power of Checklists

01:02:17 Keys to Top Sales Reps' Success

01:07:20 AI in Sales Forecasting

01:12:56 Structured Success in Entrepreneurship

01:15:17 Accelerating Sales with AI Optimization

_____________________________________________________________________

GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES

● Website

● LinkedIn

● TikTok

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 Introductions

01:24 Introduction to Gradient Works and AI-Powered Sales

04:18 The Viral Post and Its Impact

07:52 Exploring the 10x Sales Rep Concept

13:26 Challenges and Limitations of AI in Sales

29:06 The Human Element in Decision Making

30:08 Adapting to AI in Sales

31:07 Building Trust in Commercial Relationships

32:52 Scaling Sales with AI

36:06 Efficiency in Sales Processes

36:50 Improving Opportunity Creation Rates

44:02 The Role of AI in Sales Preparation

46:10 Challenges and Opportunities in Sales

51:40 Disqualification and Efficiency

55:54 Final Thoughts and Wrap-Up

_____________________________________________________________________

GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES

● Website

● LinkedIn

● TikTok

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 Welcome

00:14 Discussing the Newsletter: 'We Missed Target Again

01:42 Challenges in the Current Market

06:18 Strategies for Companies During Economic Uncertainty

09:15 Importance of Process and Execution

12:47 Case Studies and Real-World Examples

18:37 Evaluating Strategy, Process, and Execution

32:00 The Role of CROs and Leadership in Process Management

40:44 The Power of Process-Driven Training

41:17 The Gap in Frontline Management Training

42:35 Building Effective QBR Processes

43:18 Implementing Go-to-Market Efficiency

44:01 Capacity Planning for Sales Teams

52:47 Reevaluating Go-to-Market Strategy

56:09 Improving Sales Processes and Messaging

01:01:48 Communicating Changes and Building Trust

01:10:53 Final Thoughts and Resources

_____________________________________________________________________

GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES

● Website

● LinkedIn

● TikTok

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 Leadership

05:36 Managing Chaos in Strategic Change

06:30 Strategies for Maximizing Sales Efficiency

11:31 Diverse Experiences in Career Growth

13:44 Comparing Demandbase, Marketo, and Pendo

17:32 Optimizing Customer Targeting Strategies

21:33 Future of Interactive Demo Platforms

22:31 Innovative Applications for Product Use

27:23 Volume vs. Velocity Sales Strategy

31:16 RevOps Streamlining and Success Metrics

32:38 Navigating Progress and Positive Feedback

36:11 Core Business Positioning Revamp

39:45 Navigating First-Time Leadership Challenges

_____________________________________________________________________

GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES

● Website

● LinkedIn

● TikTok

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 Science

00:55 Pipeline Generation Metrics 2.0

01:25 The Problem with MQLs

02:34 A New Approach to Metrics

06:51 Account-Based Stages

09:37 The Importance of Post-Purchase Stages

15:58 Tracking Account Coverage

20:02 Sales and Marketing Collaboration

23:44 Key Metrics for Pipeline Generation

26:46 Improving Reporting and Management

29:10 Operationalizing Account-Based Strategies

31:16 Practical Examples for Sales Managers

33:11 Gaining Executive Buy-In

35:04 Avoiding Perfectionism in Metrics

38:30 Starting Small with Process Improvements

43:03 Driving Adoption and Iterating on Metrics

44:46 Consulting Services and Final Thoughts

_____________________________________________________________________

GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES

● Website

● LinkedIn

● TikTok

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

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

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 Planning

02:59 Breaking Down Annual Planning

04:39 Setting Realistic Targets and Goals

07:23 Retention and New Business Strategies

11:34 Operational Improvements and Capacity Planning

17:46 Executing the Annual Plan

22:13 The Importance of Systems and Processes

23:59 Defining and Implementing Sales Processes

26:55 Outbound and Inbound Strategies

32:11 Risk Mitigation and Contingency Planning

35:58 Presenting and Executing the Annual Plan

41:20 Adjusting the Plan and Continuous Improvement

43:26 Conclusion and Final Thoughts

_____________________________________________________________________

GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES

● Website

● LinkedIn

● TikTok

They discuss the importance of integrating these approaches into a cohesive 'Allbound' strategy. The episode covers segmenting and scoring leads and accounts, implementing a process followed by sales teams, and utilizing data to improve targeting and conversion rates. Eddie emphasizes the relevance of a Pipeline Council to review and iterate on strategies and integrates AI to further refine targeting and messaging.

The discussion underscores that a collaborative effort between sales and marketing teams can significantly enhance revenue efficiency.

Find the full Allbound ABM Framework here.

Watch the YouTube video on this topic here.

00:00 Identifying Sales Inefficiencies

00:38 Introduction to Go to Market Science

01:13 Inbound vs. Outbound Sales

03:18 The Allbound ABM Framework

05:30 Financial Implications of Sales Strategies

10:41 Optimizing Lead Scoring and Targeting

19:23 Challenges in Lead Scoring

30:56 Combining Lead and Account Scoring

35:33 Effective Outbound Strategies

36:02 Personalizing Messaging for Target Segments

37:31 Challenges with Generic Messaging

39:19 The Role of AI in Outbound Efforts

42:52 Importance of Process and Reporting

56:45 Pipeline Council and Data-Driven Decisions

01:01:25 Final Thoughts on Funnel Management

_____________________________________________________________________

GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES

● Website

● LinkedIn

● TikTok

Tony shares his extensive background in SaaS and revenue operations, and discusses his new venture, Attive, focused on AI in analytics. They explore the driving forces behind the shift from RevOps to Go-To-Market Engineering, the changing skillsets required, and the strategic roles that could emerge.

Key themes include the evolving responsibilities of RevOps leaders, the importance of a defined go-to-market strategy, and the integration of technical skills with revenue generation objectives. Eddie and Tony also discuss the importance of aligning sales, marketing, and customer success for organizational growth, emphasizing that modern CROs and RevOps should deeply understand and significantly impact go-to-market strategies.

Find the full list of USC's Frameworks here.

00:00 Introduction and Guest Welcome

00:51 Tony Holbein's Career Journey

01:54 The Extinction of Rev Ops

06:31 Defining Rev Ops and Go-to-Market Engineering

09:39 Challenges in Rev Ops and Leadership

26:12 The Role of Go-to-Market Engineering

33:01 The Role of Go-to-Market Engineering

33:34 CEO Perspective on Revenue Roles

35:48 Strategy and Process Definition

36:36 Challenges in B2B SaaS Go-to-Market

41:32 The Importance of Systemization

47:35 Rev Ops and Leadership Dynamics

56:23 Tony's New Venture and AI Insights

58:29 Casual Conversation and Closing Remarks

_____________________________________________________________________

GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES

● Website

● LinkedIn

● TikTok

Eddie emphasizes the continuous process of optimization, reporting, and analyzing data to ensure quality outreach. They also discuss the critical role of brand awareness and collaboration between marketing and sales teams to enhance outbound performance.

Throughout the conversation, Eddie and Rachel provide actionable insights aimed at helping listeners improve their outbound strategies comprehensively.

See the full Outbound Efficiency Framework here.

00:25 Discussing Outbound Efficiency Framework

01:28 Challenges in Outbound Sales

08:07 Importance of Targeting the Right Audience

12:21 Go-to-Market Efficiency Pyramid

16:04 Defining Ideal Customer Profile (ICP)

21:36 Capacity and Territory Planning

29:50 Segmenting Target Lists

32:22 Building Effective Cadences

39:47 Account Targeting and Pipeline Conversion

40:28 Narrowing Focus for Effective Sales

41:12 Identifying and Managing Zombie Pipeline

44:19 Optimizing Sales Reports and Data Analysis

47:41 Importance of Focused Account Coverage

49:42 Role of Rev Ops in Sales Optimization

56:42 Pipeline Council: A Collaborative Approach

58:15 Aligning Outbound and Inbound Strategies

01:04:27 Automation in Sales: Tools and Strategies

01:10:59 Conclusion and Next Steps

_____________________________________________________________________

GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES

● Website

● LinkedIn

● TikTok

Rachael and Eddie provide a deep dive into the pyramid's four stages — Fundamentals, Adoption, Optimization, and Acceleration — and detail how companies can methodically improve their operations.

They also emphasize the importance of foundational processes, balanced capacity planning, and the cautious but effective integration of automation and AI to drive growth. Practical examples and insights from Salesforce and other client experiences illuminate the vital steps for achieving go-to-market excellence.

See the full GTM Efficiency Pyramid Framework here.

00:00 Introduction to Go-to-Market Efficiency

00:52 Understanding the Go-to-Market Efficiency Pyramid

01:06 The Problem with Current Go-to-Market Strategies

01:44 Developing the Go-to-Market Efficiency Pyramid

04:13 Stages of the Go-to-Market Efficiency Pyramid

04:44 Fundamentals: Building the Foundation

05:37 Adoption: Ensuring Team Compliance

06:09 Optimization: Refining the Process

07:45 Acceleration: Leveraging Advanced Tools

08:34 Challenges and Real-World Examples

18:27 Diagnosing Go-to-Market Gaps

19:37 Framework for Go-to-Market Motions

21:47 Balancing New Business and NRR

24:23 Lessons Learned from Salesforce

29:33 Advice for CROs: Identifying and Fixing Gaps<

47:15 Outbound Sales Fundamentals

47:29 Capacity Planning for Outbound Sales

49:05 Optimizing Outbound Prospecting

53:29 Inbound Sales Process

01:00:36 Customer Success Processes

01:04:27 Optimizing Customer Success

01:06:54 Implementing the Go-to-Market Framework

01:14:33 Final Thoughts and Resources

_____________________________________________________________________

GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES

● Website

● LinkedIn

● TikTok

Learn more at unionsquareconsulting.com

In this episode, we're sitting down with JD Miller, advisor and former chief revenue officer at Kantata, to discuss the most important lessons he's learned as a CRO. JD shares insights on the transition from startup to large publicly traded companies, the importance of data in driving strategy, annual planning best practices, and managing team dynamics and turnover.

We also get to hear more about JD's newly launched book 'The CRO's Guide to Winning in Private Equity', which is available to order now on his website by clicking here.

You can learn more about JD at his website or by following him on LinkedIn.

00:00 Introduction

00:26 JD Miller's Career Journey

03:46 Private Equity and Urgency in Business

05:11 Using Data to Drive Impactful Strategy

8:40 Preparing Companies for Scaling Beyond $20M ARR

10:47 Annual Planning and Setting Realistic Goals

15:00 Why CROs Get Fired

17:01 Analyzing Metrics and Sales Velocity

20:33 Adapting Strategies for Growth

23:10 Navigating Uncertainty with Weekly Analysis

24:17 The Importance of Transparency in Leadership

26:06 Building Contingencies into Annual Plans

28:43 Setting Realistic Goals and Managing Expectations

31:15 Having Hard Conversations with the Board

32:52 How to Keep Team Morale High

36:08 Setting Up Reps for Success with Territories

40:20 Aligning Company Values and Individual Goals

43:29 Conclusion and Final Thoughts

Jessica shares her extensive experience in marketing and sales, detailing her journey from Google to startups like Piazza and eventually to Calendly. She discusses the challenges and strategies behind integrating sales and marketing functions, particularly in a Product-Led Growth (PLG) and Sales-Led Growth (SLG) hybrid model.

00:25 Jessica Gill Martin's Career Journey

02:23 Restructuring and Team Alignment

06:40 Implementing Changes

07:26 Restructuring the Sales Org

12:33 Results of Sales and Marketing Collaboration

20:03 Future Plans and Advice for CROs

Eddie discusses the limitations of top-down growth models like the triple triple, double double double framework and advocates for a bottoms-up approach to create realistic and executable growth plans. He details the importance of granular data analysis, capacity planning, and the integration of both planning methods to align business goals with achievable strategies.

The conversation covers net revenue retention, expansion revenue, forecasting sales, tactical capacity plans, and the metrics crucial for presenting to boards and investors. Eddie also shares practical insights from his experience at Salesforce on improving close rates, average sales price, and sales cycle for new team members.

00:00 Introduction

00:54 Top-Down vs. Bottoms-Up Planning

03:05 Benefits of Bottoms-Up Planning

03:59 Steps to Start Bottoms-Up Planning

07:12 Forecasting and Capacity Planning

11:33 Challenges in Capacity Planning

18:38 Outbound Prospecting Strategies

21:05 Inbound Lead Management

34:41 Blending Top-Down and Bottoms-Up Approaches

36:05 Conclusion and Upcoming Episodes

_____________________________________________________________________

GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES

● Website

● LinkedIn

● TikTok

Know a CRO with experience in B2B SaaS >$30M ARR and experiences to share? You can email Rachael at rachael@unionsquareconsulting.com to be considered!

00:00 Introduction to CRO Stories

00:48 Warren's Background and Journey

01:40 Challenges in Ad Tech and Sales

03:36 Misalignment in Sales, Marketing, and Customer Success

06:28 Why We Need a Chief Revenue Officer

07:10 Defining the CRO Role

07:57 CRO Readiness and Hiring Challenges

09:00 The Impact of Hiring the Right CRO

14:01 Common Mistakes in Defining the CRO Role

23:09 Advice for New CROs Before You Take the Job

29:07 Evaluating Marketing and CRO Interactions

30:01 Establishing Your Process in the Interview

30:17 Assessing Revenue Operations Maturity

32:02 Understanding the Role of a CRO

35:32 Key Competencies for Sales Leaders

39:52 Ensuring CRO Support and Resources

47:01 What Can CROs Do When They're Not Being Supported Enough

50:30 Networking and Resources for CROs

51:52 Conclusion and Where to Find More Information

The process that Eddie highlights is the same one he learned from his time at Salesforce, where he doubled customer spending in the first 12 months.

Emphasizing the importance of fundamentals like ICP, buyer personas, and a strong onboarding process, Eddie discusses identifying healthy customers, segmenting them by industry and role, and drilling down on specific tactics to expand accounts. He underscores the significance of forming a point of view and doing in-depth research to open up expansion opportunities, particularly when approaching various stakeholders such as CFOs and CROs.

00:00 Introduction

00:29 Generating Expansion Opportunities

01:12 Missed Opportunities in Account Management

03:27 Fundamentals of Expansion Pipeline

06:08 Identifying Healthy Customers

07:01 Segmenting Customers for Success

09:19 Research and Forming a Point of View

11:48 Setting Up for Success

13:15 Conclusion and Next Steps

_____________________________________________________________________

STRATEGIC REVENUE OPERATIONS AS A SERVICE

● Website

● LinkedIn

● TikTok

Eddie and Adam share insights from their own experiences building recognizable brands on LinkedIn and discuss practical steps for optimizing sales and marketing efforts in the B2B SaaS space -- with Adam providing some brilliant on-the-spot Inbound-led Outbound coaching and strategies. You won't want to miss this one! Want to learn more about Adam's solution for identifying anonymous website visitors? Click here!

00:00 Introduction

00:22 Guest Introduction: Adam Robinson

00:43 Adam's Career Journey

03:13 Eddie's Career Journey

05:52 The Problem with Outbound Response Rates

09:45 The Evolution of Sales Strategies

12:39 Leveraging LinkedIn for Sales

14:34 Content Creation and Personal Branding

22:42 Demand Creation vs. Demand Capture

26:12 Warm Outreach Campaign Strategies

27:13 Personalization vs. Relevance in Email Campaigns

29:05 Freemium Model and Conversion Rates

30:36 Leveraging LinkedIn for Outreach

32:02 Content as a Sales and Discovery Tool

37:54 Optimizing LinkedIn Connections

43:47 Balancing Automation and Personalization

49:51 Final Thoughts

_____________________________________________________________________

STRATEGIC REVENUE OPERATIONS AS A SERVICE

● Website

● LinkedIn

● TikTok

They discuss whether MQLs are still relevant, the problems associated with traditional lead scoring, and the importance of intent signals. The conversation highlights how companies can improve lead routing, the nuances of automating lead to account matching, and how AI can assist in these processes. Both agree that while MQLs serve a purpose, a refined approach leveraging Salesforce campaigns and intent signals can streamline revenue operations.

Check out Andrew's playbook for implementing a contacts-only strategy in Salesforce without skipping the lead -> Click here!

00:00 Introduction

00:33 Meet Andrew Nadeau: Founder of Alignly

01:41 Alignly's Solutions and Philosophy

03:55 The Debate: Is the MQL Dead?

08:06 Challenges with MQLs and Lead Scoring

12:02 Improving MQL Strategies

16:12 The Importance of Nurturing Leads and Contacts

21:44 Best Practices for Lead and Contact Management

22:59 Understanding the Sales Handoff Process

23:39 The Importance of Lead to Account Matching

25:25 Challenges with Contact and Account Management

29:41 The Role of Salesforce Campaigns in Marketing

31:35 Measuring Marketing Campaign Effectiveness

42:00 Leveraging AI for Sales and Marketing Alignment

43:58 Final Thoughts and Key Takeaways

_____________________________________________________________________

STRATEGIC REVENUE OPERATIONS AS A SERVICE

● Website

● LinkedIn

● TikTok

Jim emphasizes the value of salespeople owning their prospecting methods and integrating automated tools and content strategies. They share insights on engaging potential customers and refining lead assessment techniques, highlighting the art of selling alongside digital tools and processes.

Jim is always happy to take calls or inbounds from great salespeople. You can reach him on LinkedIn or by email at jim@costanoa.bc

00:00 Introduction

01:22 The Role of ABM in Outbound Marketing

03:49 How Early-Stage Companies Should Experiment

06:23 Content Creation and Lead Qualification

09:01 How to Define Inbound Qualified Leads

14:37 The Importance of Sales Prospecting

20:19 Strategies for Combining Inbound and Outbound

27:24 Combining Different Types of Buying Signals

28:06 The Role of Salespeople in Targeting Accounts

29:13 Automation and Human Touch in Sales

30:46 Scoring and Prioritizing Accounts

32:55 Integrated Sales Strategies

33:08 Using a Pod Model

35:01 Leveraging LinkedIn and Social Media

42:19 The Power of Referrals and Warm Intros

45:02 The Art of Selling in a Tech-Driven World

48:13 Conclusion and Final Thoughts

_____________________________________________________________________

STRATEGIC REVENUE OPERATIONS AS A SERVICE

● Website

● LinkedIn

● TikTok

In this episode of The RevOps Corner, our host Eddie Reynolds is joined by Mallory Lee, SVP of RevOps Strategy at Union Square Consulting, to discuss lead qualification and routing strategies that help B2B SaaS companies get more out of every lead they earn – even the ones who seem like a bad fit.

They explore common issues with the existing MQL process and share insights from their popular newsletter on how to improve lead qualification, reduce acquisition costs, and enhance sales and marketing alignment.

The conversation touches on account-based scoring, the importance of high-intent leads, and methods to separate and prioritize leads effectively. Mallory and Eddie also highlight the significance of defining and refining ICPs and buyer personas and the need for continuous iteration in lead management processes.

Near the end of the podcast, Eddie gives you an exercise you can do today to get you on the path to optimizing your lead scoring process faster than you think.

00:00 Introduction

00:51 Today's Focus: Lead Qualification and Routing

01:25 The Problem with MQLs

02:16 Marketing vs. Sales Perspective

03:26 Effective Lead Conversion Strategies

05:58 Inbound vs. Outbound: A Balancing Act

11:19 The Purpose of Your ICP Definition

11:15 Prioritizing High Intent Leads

22:49 Optimizing Sales and Marketing Alignment

24:07 Incentivizing Marketing: A Different Approach

24:35 The Importance of Revenue Focus in Marketing

25:44 Defining ICP and Personas: Going Beyond Basics

27:46 Challenges in Targeting and Resource Allocation

31:10 The Role of RevOps and Sales in Account Research

34:16 Lead and Account Scoring: A Holistic Approach

37:55 How Lead Scoring Allows Strategic Planning

40:18 Lead Qualification Exercise

_____________________________________________________________________

STRATEGIC REVENUE OPERATIONS AS A SERVICE

● Website

● LinkedIn

● TikTok

In this recording of our Revenue Factory Webinar hosted by Union Square Consulting and Growblocks, Mallory Lee (SVP of RevOps Strategy at USC) and Tony Holhbein (CEO at Growblocks) discuss how B2B SaaS companies can optimize their go-to-market strategies using the revenue factory model.

They explore the complexities of creating a streamlined revenue operation, including the importance of understanding supply and demand dynamics and managing multiple customer journey lanes. They also examine the dangers of a blended funnel (Simpson's Paradox) and emphasize the need for clear, segmented funnels to improve efficiency and revenue outcomes.

The conversation is filled with practical advice, including implementing effective tech stacks and ensuring strategic alignment. Real-life examples and best practices are shared, offering insights on how to avoid common pitfalls and achieve better pipeline management.

Watch the full webinar on YouTube here!

01:06 Introducing the Revenue Factory Model

02:25 Visualizing the Revenue Factory

05:18 Complexities of the Revenue Factory

08:35 Multiple Production Lines in Revenue Operations

11:36 Efficiency in Production Lines

16:56 The Danger of Averages and Unblending the Funnel

24:38 Understanding Supply in Revenue Operations

26:15 Balancing Supply and Demand in Sales

27:16 Optimizing AE Utilization

20:20 Challenges of Scaling Sales Teams

31:16 Strategic Capacity Planning

33:02 Defining the Factory's Purpose

34:40 Steps to Achieve Product-Market Fit

36:17 Adapting Processes for Growth

41:01 Case Study: Nylas

45:34 Supporting CEOs with Flexible Strategies

48:52 Q&A and Final Thoughts

_____________________________________________________________________

STRATEGIC REVENUE OPERATIONS AS A SERVICE

● Website

● LinkedIn

● TikTok

Additionally, the discussion highlights strategies for defining Lifetime Value (LTV) and optimizing Sales Development Representatives (SDRs) and Account Executives (AEs) roles in early-stage companies. Practical insights include aligning with marketing, detailed account-based marketing strategies, and running targeted campaigns.

00:00 Introduction

00:20 Meet Collin Cadmus: From Retail to Revenue Growth Coach

02:13 The Startup Journey: From Single Platform to Doctor.com

05:47 Lessons Learned and Humbling Experiences

09:00 Building Outbound at Aircall: Challenges and Strategies

13:38 When Prospects are Locked in With a Competitor

22:45 Navigating Leadership and Team Dynamics

37:41 Balancing Outbound and Inbound Sales Strategies

39:01 Challenges of Cold Calling for AEs

40:48 Inbound Marketing and Demand Generation

43:35 Account-Based Marketing (ABM) Strategies

45:30 Aligning Sales and Marketing Teams

56:02 Evaluating Sales Metrics and Strategies

01:01:19 Complexities of Outbound Sales

01:10:45 Final Thoughts and Reflections

_____________________________________________________________________

STRATEGIC REVENUE OPERATIONS AS A SERVICE

● Website

● LinkedIn

● TikTok

Mallory provides a deep dive into what a Pipeline Council is, how to set one up, the importance of cross-functional alignment, and the tactical steps involved in running an effective meeting. The conversation also explores the critical differences between pipeline reviews and forecasting, and how to determine when a Pipeline Council is yielding positive results.

00:00 Introduction to RevOps Corner

00:28 Meet Mallory Lee: New SVP of RevOps Strategy

01:18 Diving into The Pipeline Council

02:48 Running an Effective Pipeline Council

04:47 Importance of Pipeline Council Meetings

06:18 Challenges and Insights from The Pipeline Council

08:48 Role of CRO and Other Executives in The Pipeline Council

17:01 Integrating Customer Success into The Pipeline Council

23:16 Maximizing Customer Value

24:08 The Renewal Strategy

26:10 When to Invest in a Pipeline Council

28:06 Challenges of Small Teams

31:05 Pipeline Review vs. Pipeline Council

34:24 Ensuring Effective Pipeline Management

38:37 Forecasting and The Pipeline Council

39:34 Measuring Success and Continuous Improvement

43:59 Resources and Further Learning

_____________________________________________________________________

STRATEGIC REVENUE OPERATIONS AS A SERVICE

● Website

● LinkedIn

● TikTok

The conversation also covers the complexities of calculating customer acquisition costs, revenue efficiency, and the importance of high-quality data in financial decision-making.

You can find Ben at TheSaaSCFO.com or reach out to ben@thesaascfo.com.

00:00 Introduction

00:54 Meet Ben Murray, The SaaS CFO

04:10 The Pipeline Review Process

05:55 Challenges in Pipeline Data Quality

09:48 When Should Companies Start Forecasting

12:17 The Importance of Accurate Forecasting

15:27 How Ben Does a Forecast

18:31 Annual Budgeting Process with Lead Flow

23:55 Analyzing Revenue Growth and Financial Metrics

25:32 Measuring Revenue Efficiency

29:06 The Costs of Customer Retention

35:56 Calculating Go-to-Market Efficiency

43:43 Importance of Lead Attribution in Marketing

48:54 Concluding Thoughts and Contact Information

_____________________________________________________________________

STRATEGIC REVENUE OPERATIONS AS A SERVICE

● Website

● LinkedIn

● TikTok

Liam offers insight into hiring decisions, emphasizing the need for data-driven approaches and the value of experience in sales leadership. The episode provides valuable takeaways for both early-stage companies and scale-ups aiming to refine their sales strategies and processes.

00:00 Introduction

00:27 Meet Liam Mulcahy: From SDR to VC

01:18 Early Stage Sales: Who to Hire First?

01:53 Hiring Sales Reps vs. SDRs vs. Sales Leaders

04:08 The Role of Head of Sales

06:56 Managing Sales Reps and Building Processes

14:17 VPs Becoming SEs

14:51 Importance of Sales Process in Early Stage

19:31 Optimizing Sales Efficiency and Time Management

25:26 Positive Pessimism in Sales Management

27:17 The Importance of a Sales Process

27:48 Polite Indifference in Sales

30:07 Understanding the Customer's Pain Points

33:23 The Role of Sales Engineers (SEs)

34:25 Implementing a Sales Process in Early-Stage Companies

37:33 Leveraging Data and Technology in Sales

39:21 The Easiest Way to Go Handoffs

43:17 Challenges in Scaling Sales Teams

47:38 Optimizing Sales Territories with Data

50:25 Conclusion and Contact Information

_____________________________________________________________________

STRATEGIC REVENUE OPERATIONS AS A SERVICE

● Website

● LinkedIn

● TikTok

The discussion extends to the importance of data-driven decision-making, holding sales teams accountable, and the role of RevOps in creating an efficient revenue-generating "machine." They also touch on the challenges and strategies of scaling these operations in smaller companies.

00:00 Introduction

00:17 Meet the Guests: Tim Strickland and Scott Sutton

00:52 How Zoominfo Restructured RevOps

02:32 The Importance of Analytics and Strategy

05:40 RevOps as the Engine of Revenue Efficiency

17:03 Testing and Validating Hypotheses

27:45 Scaling RevOps in Smaller Organizations

32:33 Who Should RevOps Report To?

37:22 Leadership and Accountability in RevOps

42:41 Conclusion and How to Reach Tim and Scott

_____________________________________________________________________

STRATEGIC REVENUE OPERATIONS AS A SERVICE

● Website

● LinkedIn

● TikTok

Eddie and Jeremy go through the top 4 best practices in the study that correlated with the highest performing companies, including a very surprising 5th result. You'll learn about the significance of managing channel partner conflicts, the importance of setting revenue targets by lead source, the need for equitable sales territories, and the critical nature of sales and marketing alignment.

00:00 Introduction and Guest Introduction

01:04 Defining RevOps and Its Scope

04:50 Forecasting and Strategy in RevOps

08:52 The Study: Needles and Haystacks

12:30 Key Findings from the Study

13:40 The #1 GTM Practice Correlated with Top Performers

28:04 The Debate on Equitable Territories

29:02 Challenges with Account Distribution

30:56 Optimizing Territory Planning

34:00 #1 Sales Process, Mapping Stakeholders and Influencers

39:08 #2-4 Best Practices: Sales and Marketing Alignment

43:10 An Unexpected Result

49:31 Concluding Thoughts and Resources

_____________________________________________________________________

STRATEGIC REVENUE OPERATIONS AS A SERVICE

● Website

● LinkedIn

● TikTok

• Hybrid marketing attribution (blending the attribution between software and self-reporting)
• Measuring the effectiveness of marketing all the way through to revenue
• And breaking it down by each channel within marketing that contributes to that revenue
• As well as the most common mistakes made in B2B SaaS marketing and how to fix them

Refine Labs has some exciting content updates coming soon with their product, The Vault, where you can get access to everything you need to know to implement their strategies at your own company. Be sure to check it out!

00:00 Introduction

01:03 Megan Bowen's Journey to CEO at Refine Labs

06:47 The Power of Hybrid Attribution in Marketing

17:49 Challenges and Insights on MQL Targets

22:45 Multi-Channel Attribution and Pipeline Sources

25:48 Exploring Marketing Attribution Models

26:41 Challenges in Measuring Marketing Impact

27:15 Sophisticated Attribution and Pipeline Models

29:03 Gathering Qualitative Feedback from Sales

31:31 Setting Effective Measurement Frameworks

38:59 Optimizing Response Times and Lead Quality

39:25 Strategies for Handling High-Volume Inbound Leads

41:00 Qualifying Leads and Enhancing Sales Processes

44:39 Evaluating and Adjusting Marketing Strategies

48:50 Closing Thoughts

_____________________________________________________________________

STRATEGIC REVENUE OPERATIONS AS A SERVICE

● Website

● LinkedIn

● TikTok

You'll learn about detailed strategies for building and prioritizing an account list, conducting market research, and executing targeted marketing efforts. Additionally, the conversation highlights the feasibility of running ABM with lean teams, underscoring the necessity of a cohesive, holistic approach towards sales and marketing efforts.

00:00 Introduction

00:48 Defining ABM in 2024

04:47 Building Effective ABM Lists

12:57 Integrating ABM with Sales and Marketing

17:58 Pilot Programs: Starting Small with ABM

21:37 Creating Awareness Without Big Budgets

28:10 The Power of Account Research in Sales

29:55 The Art of Cold Calling

30:48 Inbound vs. Outbound

34:49 Account Selection and Prioritization Strategies

46:03 Executing Targeted Marketing with Limited Resources

50:30 The Dynamic Nature of Account-Based Marketing

53:04 Concluding Thoughts and How to Connect

_____________________________________________________________________

STRATEGIC REVENUE OPERATIONS AS A SERVICE

● Website

● LinkedIn

● TikTok

The conversation covers topics such as the integration of inbound and outbound strategies, the importance of account-based marketing, and the role of intent data in identifying potential clients.

Key insights include the critical analysis of current lead scoring practices, the debate on routing high-intent leads, and strategies for creating effective target account lists for cold calling.

00:00 Introduction

02:50 The Importance of Benchmarking

03:49 Investment Trends Post-B2B SaaS Industry Shift

06:45 Redefining MQLs

10:53 The Challenge of Efficient Lead Scoring

15:30 Rethinking Lead Generation Strategies

21:31 Optimizing Lead Management and Routing

22:52 Strategic Approach to MQLs and Outbound

28:02 Exploring Growth Strategies and Benchmarks

28:31 The Cost of Customer Acquisition

32:15 Leveraging Owned Intent Data

41:05 The Art of Routing Inbound Leads Effectively

44:19 The Importance of AE and SDR Collaboration

50:26 Closing Thoughts and Resources

_____________________________________________________________________

STRATEGIC REVENUE OPERATIONS AS A SERVICE

● Website

● LinkedIn

● TikTok

This episode is filled with practical advice for sales operations professionals on building a process that targets the right prospects, at the right time, with well-structured messaging and personalization.

00:00 Introduction

00:56 How Outbound is Changing

07:08 Importance of the Learning Process

10:50 It Starts with the ICP

17:07 Segmenting Your Prospects

25:17 The Holy Grail of Prospecting

29:55 What Are Sales Triggers

38:27 The Optimal Outbound Process

41:43 Tailored,Targeted, and Templated Messaging

47:44 RevOps Role in Optimizing Outbound
_____________________________________________________________________

STRATEGIC REVENUE OPERATIONS AS A SERVICE ● Website ● LinkedIn ● TikTok

00:00 Introduction

02:39 How do you define RevOps and what strategy does this mean for you?

04:46 What are the problems in customer success right now?

08:37 What are best practices in the onboarding-process?

14:18 What were the biggest changes in customer success in the last 12-18 months?

18:13 Is there a playbook to stay on track the whole year in the usage-process?

23:35 How do you do pipeline management for expansion of renewal-opportunities?

28:13 What else is important when thinking about customer success?

31:57 What does growth look like in the next couple of years?

Tony discusses what he looks for when recruiting top-tier sales leaders and crafting revenue operations primed for explosive expansion, drawing from his tenure at Salesforce to the dynamic realm of Venture Capital.
00:00 Introduction and Today's Topic

03:38 How Sales Leaders Can Be Successful on Day One

13:00 Tony's Hope for Sales Managers

14:40 Operational Planning and Infrastructure

19:27 When Sales has Ineffective Leadership

24:48 Balancing Sales Skills and Operational Acumen

33:58 Adapting Strategies from Large Corps to Startups

50:49 The Kind of Sales Leadership Scale-Ups Need to Hire

53:59 Closing Thoughts
_____________________________________________________________________
STRATEGIC REVENUE OPERATIONS AS A SERVICE ● Website ● LinkedIn ● TikTok

With a deep dive into the buyer experience, including an examination of intent data and AI's role in analyzing it, you'll leave with valuable advice and strategies for improving your go-to-market approach.
00:03 Introduction and Today's Topic

04:38 Defining the Dark Funnel

07:00 The Importance of Anonymous Traffic

12:30 Getting Deeper Attribution Insights

19:49 How Buying Teams Make Decisions

24:18 What AI Can Do For Attribution

32:38 The Importance of Knowing Your Audience

38:23 Capturing and Acting on Buyer Intent Data

45:08 How the Best BDRs Increase Revenue

49:23 Conclusion: The Future of B2B Marketing

• Chief Revenue Officer, Wonderschool Inc
• Chief Revenue Officer, Guidebook Inc
• General Manager, UK,  Maxymiser Inc 

To signup for all future events, click here.
This episode was recorded on Tuesday January 10th, 2023

_____________________________________________________________________

STRATEGIC REVENUE OPERATIONS AS A SERVICE
● Website ● LinkedIn ● TikTok ]]>Wayne Morris joins host joins host Eddie Reynolds to discuss founder-led sales, unique selling proposition, defining & differentiating idea market fit, product market fit & go-to market fit and much more on this weeks edition of RevOps Live.
Who is Wayne Morris?

• Chief Revenue Officer, Wonderschool Inc
• Chief Revenue Officer, Guidebook Inc
• General Manager, UK,  Maxymiser Inc 

To signup for all future events, click here.
This episode was recorded on Tuesday January 10th, 2023

_____________________________________________________________________

STRATEGIC REVENUE OPERATIONS AS A SERVICE
● Website ● LinkedIn ● TikTok ]]>51163141-cdaf-41a2-bb86-5b8a9368ddcbWed, 11 Jan 2023 16:44:37 -040001:26:33falsefullRevOps Live #13 - WTF is BizOps with Rachel NazhandRachel Nazhand joins host joins host Eddie Reynolds to discuss business operations, how it relates to revenue operations, and discuss this hot take "Why #RevOps is actually a *type* of #BizOps" 
Who is Rachel Nazhand?

• Experienced Operations Professional, specializing in small business, Series A to Series C, startups and Corporate Environments.
• VP of Business Development at Zelis (a platform that bridges gaps in the financial system and aligns interests across healthcare insurers, providers, and consumers
• Founder of VPiR, Vice President in Residence.
• Advisor at Climate Club ( which works with companies to embed sustainability into the employee experience through role-relevant data.

To signup for all future events, click here.
This episode was recorded on Wednesday January 04, 2023

_____________________________________________________________________

STRATEGIC REVENUE OPERATIONS AS A SERVICE
● Website ● LinkedIn ● TikTok ]]>Rachel Nazhand joins host joins host Eddie Reynolds to discuss business operations, how it relates to revenue operations, and discuss this hot take "Why #RevOps is actually a *type* of #BizOps" 
Who is Rachel Nazhand?

• Experienced Operations Professional, specializing in small business, Series A to Series C, startups and Corporate Environments.
• VP of Business Development at Zelis (a platform that bridges gaps in the financial system and aligns interests across healthcare insurers, providers, and consumers
• Founder of VPiR, Vice President in Residence.
• Advisor at Climate Club ( which works with companies to embed sustainability into the employee experience through role-relevant data.

To signup for all future events, click here.
This episode was recorded on Wednesday January 04, 2023

_____________________________________________________________________

STRATEGIC REVENUE OPERATIONS AS A SERVICE
● Website ● LinkedIn ● TikTok ]]>9441bfee-9e44-4439-91dc-af343012cfb3Thu, 05 Jan 2023 08:00:58 -040001:22:30falsefullRevOps Live #12 - Leveraging Data to Coach the Sales Team with Kevin DorseyKevin Dorsey  joins host joins host Eddie Reynolds to discuss the role of revenue operations, advising leadership, how do we replicate success, data to reinforce training & much more
Who is Kevin Dorsey?

• 10 Years in Sales Leadership
• Practice Lead: Revenue Leadership at Winning by Design
• VP of Inside Sales PatientPop
• Head of Sales Development & Enablement at Service Titan
• VP of Sales at Snack Nation
• Advisor and Mentor at 500 Startups and many others

To signup for all future events, click here.
This episode was recorded on Wednesday December 21th 12:30PM - 1:30PM EST

_____________________________________________________________________

STRATEGIC REVENUE OPERATIONS AS A SERVICE
● Website ● LinkedIn ● TikTok ]]>Kevin Dorsey  joins host joins host Eddie Reynolds to discuss the role of revenue operations, advising leadership, how do we replicate success, data to reinforce training & much more
Who is Kevin Dorsey?

• 10 Years in Sales Leadership
• Practice Lead: Revenue Leadership at Winning by Design
• VP of Inside Sales PatientPop
• Head of Sales Development & Enablement at Service Titan
• VP of Sales at Snack Nation
• Advisor and Mentor at 500 Startups and many others

To signup for all future events, click here.
This episode was recorded on Wednesday December 21th 12:30PM - 1:30PM EST

_____________________________________________________________________

STRATEGIC REVENUE OPERATIONS AS A SERVICE
● Website ● LinkedIn ● TikTok ]]>86d5fba0-a396-42a4-8d78-b8a1adc36673Thu, 22 Dec 2022 08:00:53 -040001:04:47falsefullRevOps Live #11 - Leverage Data to Build Realistic Revenue Plans with Toni HohlbeinToni Hohlbein CEO & Co-Founder of Growblocks joins host Eddie Reynolds to discuss the importance of building a realistic revenue plan, company operations, revenue operations and so much more.
To signup for all future events, click here.

This episode was recorded on Wednesday December 14th 12:00PM - 1:30PM EST

_____________________________________________________________________

STRATEGIC REVENUE OPERATIONS AS A SERVICE
● Website ● LinkedIn ● TikTok ]]>Toni Hohlbein CEO & Co-Founder of Growblocks joins host Eddie Reynolds to discuss the importance of building a realistic revenue plan, company operations, revenue operations and so much more.
To signup for all future events, click here.

This episode was recorded on Wednesday December 14th 12:00PM - 1:30PM EST

_____________________________________________________________________

STRATEGIC REVENUE OPERATIONS AS A SERVICE
● Website ● LinkedIn ● TikTok ]]>5e87dc45-def2-4872-aa4c-1a58483451cdFri, 16 Dec 2022 08:00:39 -040001:23:42falsefullRevOps Live # 10 - How Should RevOps Plan for a Recession with Doug LandisIn this episode of RevOps Live, Doug Landis joins hosts Eddie Reynolds and Gerry Marletta to discuss how RevOps can prepare for the upcoming 2023 recession and much more.
To signup for all future events, click here.

This episode was recorded on Wednesday November 30th 12:00PM - 1:30PM EST

_____________________________________________________________________

STRATEGIC REVENUE OPERATIONS AS A SERVICE
● Website ● LinkedIn ● TikTok ]]>In this episode of RevOps Live, Doug Landis joins hosts Eddie Reynolds and Gerry Marletta to discuss how RevOps can prepare for the upcoming 2023 recession and much more.
To signup for all future events, click here.

This episode was recorded on Wednesday November 30th 12:00PM - 1:30PM EST

_____________________________________________________________________

STRATEGIC REVENUE OPERATIONS AS A SERVICE
● Website ● LinkedIn ● TikTok ]]>6d5bf782-0474-46e8-a255-6c90b961012cFri, 02 Dec 2022 11:45:06 -040058:43falsefullRevOps Live #9 - Why CMOs Don't Want to Report to CROs with Darryl Praill Eddie Reynolds and Gerry Marletta to discuss the role of a CMO (Chief Marketing Officer), reporting to CROs, why the CEO doesn’t get marketing, sales & marketing alignment, insights into the best in class revenue teams & much more.
Who is Darryl Praill? ★ 2020 Top 10 SaaS Branding Expert ★ Voted Top 3 Marketer on LinkedIn ★ Top 50 Social Seller ★ Top 50 Sales Keynote Speaker ★ Award-winning Content Creator
To signup for all future events, click here.

This episode was recorded on Wednesday November 16th 12:00PM - 1:30PM EST

_____________________________________________________________________

STRATEGIC REVENUE OPERATIONS AS A SERVICE
● Website ● LinkedIn ● TikTok ]]> Eddie Reynolds and Gerry Marletta to discuss the role of a CMO (Chief Marketing Officer), reporting to CROs, why the CEO doesn’t get marketing, sales & marketing alignment, insights into the best in class revenue teams & much more.
Who is Darryl Praill? ★ 2020 Top 10 SaaS Branding Expert ★ Voted Top 3 Marketer on LinkedIn ★ Top 50 Social Seller ★ Top 50 Sales Keynote Speaker ★ Award-winning Content Creator
To signup for all future events, click here.

This episode was recorded on Wednesday November 16th 12:00PM - 1:30PM EST

_____________________________________________________________________

STRATEGIC REVENUE OPERATIONS AS A SERVICE
● Website ● LinkedIn ● TikTok ]]>bdaadbb4-db56-4f97-96da-1a5c4348c8c5Fri, 18 Nov 2022 11:15:42 -040058:46falsefull1991RevOps Live #8 - When to Invest in Inbound vs. Outbound with Channing FerrerEddie Reynolds to analyze pipeline, an in-depth discussion on MQLs, inbound vs. outbound and more. 
To signup for all future events, click here.

This episode was recorded on Wednesday November 2nd 12:00PM - 1:30PM EST

_____________________________________________________________________

STRATEGIC REVENUE OPERATIONS AS A SERVICE
● Website ● LinkedIn ● TikTok ]]>Eddie Reynolds to analyze pipeline, an in-depth discussion on MQLs, inbound vs. outbound and more. 
To signup for all future events, click here.

This episode was recorded on Wednesday November 2nd 12:00PM - 1:30PM EST

_____________________________________________________________________

STRATEGIC REVENUE OPERATIONS AS A SERVICE
● Website ● LinkedIn ● TikTok ]]>d19016a4-f446-4879-b78b-d1efedf30a0dFri, 04 Nov 2022 10:30:02 -040053:35falsefullRevOps Live #7 - How Marketing Ops Fits Into RevOps with Mallory LeeEddie Reynolds and Mallory Lee draw on their years of experience to discuss revenue operations, marketing operations, the CMO role vs. CRO role, how to unify goals and metrics, dealing with conflict on disconnected teams and MORE. 
To signup for all future events, click here.
This episode was recorded on Wednesday October 26th 12:00PM - 1:30PM EST
_____________________________________________________________________

STRATEGIC REVENUE OPERATIONS AS A SERVICE
● Website ● LinkedIn ● TikTok ]]>Eddie Reynolds and Mallory Lee draw on their years of experience to discuss revenue operations, marketing operations, the CMO role vs. CRO role, how to unify goals and metrics, dealing with conflict on disconnected teams and MORE. 
To signup for all future events, click here.
This episode was recorded on Wednesday October 26th 12:00PM - 1:30PM EST
_____________________________________________________________________

STRATEGIC REVENUE OPERATIONS AS A SERVICE
● Website ● LinkedIn ● TikTok ]]>23e8c4bb-a9a3-4d22-a872-d05fdb2fd263Fri, 28 Oct 2022 10:30:04 -040050:39falsefullHow to Build a Sales Pipeline, Get Reliable Data & Create Effective Salespeople with Gerry Marletta➤This episode was recorded on Oct. 19th, 2022
Hosted by Eddie Reynolds CEO & Revenue Operations Strategy Consultant for Union Square Consulting. Featuring Gerry Marletta Director of Delivery at Union Square Consulting.
_____________________________________________________________________

STRATEGIC REVENUE OPERATIONS AS A SERVICE
● Website ● LinkedIn ● TikTok ]]>➤This episode was recorded on Oct. 19th, 2022
Hosted by Eddie Reynolds CEO & Revenue Operations Strategy Consultant for Union Square Consulting. Featuring Gerry Marletta Director of Delivery at Union Square Consulting.
_____________________________________________________________________

STRATEGIC REVENUE OPERATIONS AS A SERVICE
● Website ● LinkedIn ● TikTok ]]>2c9803e1-91af-4bca-8493-32ec5be1c522Mon, 24 Oct 2022 13:38:36 -040001:15:32falsefullRevOps Live #6 - How to Align RevOps with Leadership with Kevin Mulrane"What do you think RevOps can do to help inform Leadership and save time?"
To answer these questions, we bring you RevOps Live #6 recorded Tuesday Oct 11 - 12:00 PM - 1:30 PM EST.
Hosted by our Founder and CEO, Eddie Reynolds, he interviewed Kevin Mulrane, 7-time CRO and sales leader, to talk about how he's aligned Revenue Operations in previous companies, with a specific focus on strategic planning and data-driven insights.
To signup for all future events, click here.

_____________________________________________________________________

STRATEGIC REVENUE OPERATIONS AS A SERVICE
● Website ● LinkedIn ● TikTok ]]>"What do you think RevOps can do to help inform Leadership and save time?"
To answer these questions, we bring you RevOps Live #6 recorded Tuesday Oct 11 - 12:00 PM - 1:30 PM EST.
Hosted by our Founder and CEO, Eddie Reynolds, he interviewed Kevin Mulrane, 7-time CRO and sales leader, to talk about how he's aligned Revenue Operations in previous companies, with a specific focus on strategic planning and data-driven insights.
To signup for all future events, click here.

_____________________________________________________________________

STRATEGIC REVENUE OPERATIONS AS A SERVICE
● Website ● LinkedIn ● TikTok ]]>3e0d5e0e-4f9d-4567-b57b-5a92f5c853beWed, 12 Oct 2022 14:33:04 -040001:24:07falsefullRevOps Live #5 - The Art and Science of Sales Forecasting with Rob LeveyHosted by Eddie Reynolds CEO & Founder of Union Square Consulting featuring Rob Levey VP Revenue Operations at Monotype.

____________________________________________________________  

ACCELERATE YOUR REVENUE ENGINE WITH STRATEGIC REVENUE OPERATIONS AS A SERVICE. 

● Website: https://www.unionsquareconsulting.com/

● LinkedIn: http://www.linkedin.com/in/edwardreynolds

● Apple: https://podcasts.apple.com/us/podcast/revops-corner/id1619571311

● Spotify: https://open.spotify.com/show/1CM3rmelcdtm6gJVL0PtMK?si=00aae750ea7a4937

____________________________________________________________

ACCELERATE YOUR REVENUE ENGINE WITH STRATEGIC REVENUE OPERATIONS AS A SERVICE.

● Website: https://www.unionsquareconsulting.com/

● LinkedIn: http://www.linkedin.com/in/edwardreynolds