You pull the pipeline report and it's chaos: opportunities in the wrong stages, missing qualification data, deals that should have closed months ago just sitting there. The problem isn't your process. It's that nobody's actually following it. Hosts Eddie Reynolds and Rachael Bueckert reveal why process adoption is the number one thing companies struggle with in go-to-market, and the exact system to fix it.

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.

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[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

How to Drive Adoption of Your GTM Processes

GTM Science - A show for GTM and RevOps leaders

Adoption versus practice — the sports analogy

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