GTM Science - A show for GTM and RevOps leaders

They unpack why go-to-market processes exist but often go unused and how that breaks pipeline hygiene. Topics include using reports to spot adoption gaps, embedding methodology into CRM stages, and creating accountability through coaching and reviews. They also cover territory design, inbound follow-up cadences, and post-sale handoffs to protect retention.

Most CFOs and exec decision makers ask the wrong question when evaluating go-to-market ops investments. They want to see projected ROI before fixing anything. But when your pipeline is a mess, your baseline numbers are already fiction.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 OpsTry 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

A $100M B2B SaaS client couldn't tell how many leads or opportunities they generated each month. Their PE firm called us asking for help, but there wasn't time to spend six months building the perfect measurement system. Here's how we helped them.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 TreeInbound Efficiency FrameworkOutbound Efficiency FrameworkGTM Efficiency Pyramid FrameworkGTM Metrics and InsightsFrameworkRead 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

When Kathleen Booth asked a VC operating partner what's actually working in B2B right now, his answer was simple: microsegmentation. Everything else? Not so much. 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

This conversation tackles why many inbound leads fizzle out before reaching the sales pipeline. Explore the costly mistakes in lead management, such as inadequate follow-up and flawed scoring systems. Learn a nine-step approach to refine your process, from defining lead criteria to creating effective follow-up cadences. Discover how automation and proper lead routing can drastically enhance conversion rates, and why aligning marketing and sales responsibilities is crucial for success.

What does it take for a RevOps leader to make the jump to CEO? In this episode, Eddie Reynolds sits down with Scott Sutton, CEO of Later and former VP of RevOps at ZoomInfo, to talk about his path from supply chain intern to running a $100M+ PE-backed company—and what he learned about measurement, accountability, and go-to-market strategy along the way.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

What if one of your marketing channels is secretly printing money while another is burning through cash, but your blended CAC payback metric is hiding what's happening behind both? In this episode, Rachael Bueckert and Eddie Reynolds tackle why measuring CAC payback at the aggregate level is like looking at your financials through foggy glasses.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 Jensen, CEO of Clear Go-To Market and former sales rep, dives into the intricacies of defining an ideal customer profile (ICP). He explains that many companies misidentify their ICP, using his methods to validate it through non-sales conversations. Brady advises on focusing on unique buyer characteristics beyond traditional metrics. They also discuss when to walk away from clients outside the ICP for sustainable growth and share insights on competitive intelligence, emphasizing strategic signals over surface-level comparisons.

Dive into the world of AI implementation in go-to-market strategies! Discover why many AI efforts fail and the foundational elements needed for success. Using a compelling case study of an AI SDR that outperformed human reps, the discussion highlights the importance of clean data, mapped processes, and the human touch in making AI effective. Learn how to identify bad CRM data, define efficient practices, and strategically introduce AI at the right stage. Don't miss tips on accelerating content production with AI and the pitfalls of rushing into tech without proper groundwork.

When Forbes compares your company to the Salesforce of your industry without you even pitching them, you're doing something extraordinary with your brand and go-to-market strategy. Host Rachael Bueckert sits down with Aviv Canaani, CRO/CMO of Datarails to uncover how he did it, helping Datarails grow 90% in new sales YoY in the process.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