GTM Science - A show for GTM and RevOps leaders

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

CRO Stories is a segment of the RevOps Corner podcast, where we interview brilliant CROs and GTM experts to discover how revenue leaders are making massive impact in B2B SaaS. Hosted by USC Marketing Manager Rachael Bueckert. 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

Welcome to CRO Stories, a new segment of the RevOps Corner podcast, where we interview brilliant CROs and GTM experts to discover how revenue leaders are making massive impact in B2B SaaS. In this episode our host, USC Marketing Manager Rachael Bueckert , interviews Jessica Gilmartin, former Chief Revenue Officer and Chief Marketing Officer at Calendly. 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

In this episode of The RevOps Corner, USC Marketing Manager Rachael Bueckert interviews founder and CEO Eddie Reynolds on how to create a bottoms-up plan. 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