GTM Science - A show for GTM and RevOps leaders

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

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

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

Mastering go-to-market metrics is crucial for driving sustainable growth. The discussion emphasizes structured sales processes and the creation of ideal customer profiles for accurate data. Analyzing lead data and sales conversations helps refine strategies and improve conversion rates. Establishing a pipeline council fosters effective decision-making. Regular data inspection supports continuous improvement, allowing organizations to move beyond guesswork. Overall, a data-driven approach leads to better planning and reliable revenue generation.

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

In this episode of GTM Science, USC Marketing Manager Rachael Bueckert interviews founder and CEO Eddie Reynolds on the inefficiencies in the traditional inbound and outbound marketing approaches that recurring revenue companies often face—the cornerstone topic of USC's Allbound ABM Framework. 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 Inefficiencies00:38 Introduction to Go to Market Science01:13 Inbound vs. Outbound Sales03:18 The Allbound ABM Framework05:30 Financial Implications of Sales Strategies10:41 Optimizing Lead Scoring and Targeting19:23 Challenges in Lead Scoring30:56 Combining Lead and Account Scoring35:33 Effective Outbound Strategies36:02 Personalizing Messaging for Target Segments37:31 Challenges with Generic Messaging39:19 The Role of AI in Outbound Efforts42:52 Importance of Process and Reporting56:45 Pipeline Council and Data-Driven Decisions01:01:25 Final Thoughts on Funnel Management_____________________________________________________________________GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES● Website● LinkedIn● TikTok

In this episode of GTM Science, USC Founder and CEO Eddie Reynolds interviews Toni Holhbein, CEO and Co-Founder of Attive, about the potential decline of traditional Revenue Operations and the rise of Go-To-Market Engineering. 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 Welcome00:51 Tony Holbein's Career Journey01:54 The Extinction of Rev Ops06:31 Defining Rev Ops and Go-to-Market Engineering09:39 Challenges in Rev Ops and Leadership26:12 The Role of Go-to-Market Engineering33:01 The Role of Go-to-Market Engineering33:34 CEO Perspective on Revenue Roles35:48 Strategy and Process Definition36:36 Challenges in B2B SaaS Go-to-Market41:32 The Importance of Systemization47:35 Rev Ops and Leadership Dynamics56:23 Tony's New Venture and AI Insights58:29 Casual Conversation and Closing Remarks_____________________________________________________________________GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES● Website● LinkedIn● TikTok

In this episode of GTM Science, USC Marketing Manager Rachael Bueckert interviews founder and CEO Eddie Reynolds on Union Square Consulting's Outbound Efficiency Framework. They explore key elements such as list building, segmented targeting, capacity planning, efficient cadences, and the adoption of advanced tools and automation to optimize outbound efforts. 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 Framework01:28 Challenges in Outbound Sales08:07 Importance of Targeting the Right Audience12:21 Go-to-Market Efficiency Pyramid16:04 Defining Ideal Customer Profile (ICP)21:36 Capacity and Territory Planning29:50 Segmenting Target Lists32:22 Building Effective Cadences39:47 Account Targeting and Pipeline Conversion40:28 Narrowing Focus for Effective Sales41:12 Identifying and Managing Zombie Pipeline44:19 Optimizing Sales Reports and Data Analysis47:41 Importance of Focused Account Coverage49:42 Role of Rev Ops in Sales Optimization56:42 Pipeline Council: A Collaborative Approach58:15 Aligning Outbound and Inbound Strategies01:04:27 Automation in Sales: Tools and Strategies01:10:59 Conclusion and Next Steps_____________________________________________________________________GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES● Website● LinkedIn● TikTok

Discover the Go-To-Market Efficiency Pyramid, a strategic model aimed at enhancing revenue. Uncover the importance of solid foundational processes before diving into automation. Explore the critical stages of the pyramid: Fundamentals, Adoption, Optimization, and Acceleration. Learn how effective capacity planning can improve team performance while diagnosing inefficiencies in sales strategies. Gain insights into the role of lead attribution and the necessity of structured SDR processes for optimizing conversions.

The RevOps Corner is now GTM Science. In this short introductory episode, we break down why we changed the name—and what you can expect from our podcast going forward. It’s just about RevOps, it's about the systems, strategy, and process design behind high-growth GTM. If you care about building revenue engines that actually work at scale, you’re in the right place. Let’s get into it.Learn more at unionsquareconsulting.com