GTM Science - A show for GTM and RevOps leaders

To us, GTM is both an art and a science. We don't claim to be experts in the "art"—the marketing campaigns, sales messaging, and branding. We ARE experts in the "science"—GTM strategy, process design, growth planning, and RevOps. On GTM Science, we share what we've learned by solving these problems at scale for B2B recurring revenue businesses. We also bring you unfiltered conversations with CROs, private equity investors, and revenue leaders who’ve done it themselves. No silver bullets. Just real talk about what works. Learn more at unionsquareconsulting.com

GTM Science - A show for GTM and RevOps leaders is a general podcast hosted by Unknown Host, with 105 episodes on record and a Required Pod Score of 80. PitchCentric scores this show on Booking Probability, Listen Score, and live audience signals refreshed every 24 hours.

Unknown Host hosts GTM Science - A show for GTM and RevOps leaders, a general show with 105 episodes published.

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  GTM Science - A show for GTM and RevOps leaders

  CRO Stories: Building a Relationship-Led GTM Engine with Jessica Robertson

  May 12, 202652 min

  Jessica Robertson is 11 months into her first CRO role and she's building a go-to-market engine around something most revenue leaders talk about but never operationalize: relationships. After scaling Accessibly from under $10M to $50M as VP of Sales, she watched the outbound playbook she'd relied on for years stop working. The 1:1 capacity math that used to be predictable fell apart, and no amount of headcount fixed it. So she made the jump to CRO at an early-stage startup to build a GTM motion from scratch that treats existing relationships as a real revenue channel. 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

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  GTM Science - A show for GTM and RevOps leaders

  How CROs and GTM OPs Analyze Metrics to Improve Revenue

  May 8, 202652 min

  Every CRO has been here: you ask your ops team for a read on the pipeline and the numbers come back looking reasonable on the surface. But then you dig in and one rep is sitting at an 85% close rate while another is at 10%. Half the pipeline is zombie deals past twice the average sales cycle that nobody wants to mark as lost. The blended metrics look passable, but they're masking what's actually happening. And when your annual plan, your hiring decisions, and your board forecast are all built on top of that data, you're flying blind. 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

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  GTM Science - A show for GTM and RevOps leaders

  FP&A Today Guest Episode: Building back Trust Between CFOs and CROs

  May 5, 202653 min

  This episode is a guest appearance by Eddie Reynolds , CEO of Union Square Consulting, on the FP&A Today podcast. Follow the FP&A Today Podcast on Spotify here and Apple Podcasts here . 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

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  GTM Science - A show for GTM and RevOps leaders

  What to Do When Your SDR Team Isn't Working

  May 1, 202655 min

  Before you fire your SDR leader, swap out your data provider, or change your cadence software, have you actually looked at what's underneath? Most of the time when an SDR team isn't hitting targets, the problem isn't the people. It's that the operational foundation was never built in the first place. No defined ICP, no capacity-based territories, no step-by-step process that reps can actually execute consistently. 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

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  GTM Science - A show for GTM and RevOps leaders

  CRO Stories: Competing, Scaling, and Making Enterprise Bets with Stevie Case

  Apr 28, 20261h 2m

  Before Stevie Case was a CRO, she was the first female professional gamer—dropping out of college to compete in Quake and eventually building games in the early days of the shooter universe. That competitive drive never left. It's the same thing that made her the number one enterprise seller globally at Twilio, and it's what's driven her nearly four-year run as CRO at Vanta, where she's led the company's push from a startup-focused compliance tool into a full enterprise trust platform. 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

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