Hosts Eddie Reynolds and Rachael Bueckert discuss the most effective AI applications for go-to-market teams. Eddie shares candid insights from Union Square Consulting's experience implementing AI across sales, marketing, and customer success, emphasizing that successful AI adoption requires the same foundational elements that make human-driven processes work.

The conversation explores specific AI use cases that are delivering real results, from automated account research and personalized outbound messaging to customer health scoring and expansion opportunity identification. Eddie draws parallels between today's AI implementation challenges and the early days of sales automation tools, warning against the temptation to simply add volume without strategic focus. Rachael adds practical examples of how their team uses AI as a co-pilot for content creation and marketing analytics while maintaining quality and authenticity.

Read the newsletter on this topic here.

Explore all of our Frameworks here.

[00:00] Intro

[01:42] Common AI implementation mistakes

[04:31] Jason Lemkin's AI SDR success story

[09:32] AI as copilots not autonomous systems

[14:28] Account identification using AI

[18:24] Foundational elements before AI acceleration

[22:32] Process mapping for AI success

[24:22] Content generation with AI copilots

[26:26] Lead scoring and prioritization

[31:01] Marketing analytics with AI assistance

[36:04] Customer success AI applications

[40:58] Neglected CS departments need AI

[46:46] Alignment and focused investment requirements

[51:36] Choosing your first AI use case

[56:43] Revenue retention priority framework

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How do we show fast progress in GTM Ops and RevOps without waiting on a 12-month roadmap?

Eddie shares the exact frameworks Union Square Consulting uses to help clients achieve results within as little as 3 months (including how one of our clients saw a lead-to-won conversion rate lift of 0.2% to 5% in just months).

The conversation centers on two core tools - the Go to Market Efficiency Pyramid and the Go to Market Decision Tree - that help revenue leaders focus their efforts where they'll have maximum impact. Eddie explains why most companies instinctively jump to pipeline generation when the real bottlenecks are often downstream in retention, expansion, or deal management. Using real client examples, he demonstrates how getting fundamentals and adoption right can deliver transformational results in 30 to 90 days, even in organizations with 9-month sales cycles.

Read the newsletter on this topic here.

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[00:00] Intro

[04:08] Board expectations for new CROs

[08:34] Defining quick hits in go-to-market

[15:52] Go-to-market efficiency pyramid explained

[20:06] Foundation before adoption matters

[28:55] Go-to-market decision tree framework

[33:01] Most companies wrongly focus on lead generation

[38:50] Real world example of 25x improvement

[44:20] Profitable companies leaving money on table

[46:17] Adoption through dashboards and accountability

[54:38] Key takeaway on quick implementation

[55:38] Why this approach works across companies

[59:44] One action item for revenue leaders

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We recently talked with a CMO at a $100 million company whose leads weren't converting, despite having quality inbound interest. The cause? It always boils down to two main problems. And this story isn't unique -- it repeats across organizations of all sizes. The two problems also repeat.

Eddie breaks down the core diagnosis framework he uses with clients to solve the issue. He also walks through a detailed case study where implementing these fixes resulted in a 2500% increase in lead to closed won conversion rates for one of our clients.

Read the newsletter on this topic here.

Explore all of our Frameworks here.

[01:09] Why MQLs Aren't Converting to SQLs

[02:25] The Real Problem Behind Poor Lead Conversion

[05:10] Two Reasons Leads Don't Convert

[06:44] Building a Solid Follow Up Process

[08:08] Hand Raisers Getting Zero Follow Up

[10:05] Case Study 25x Conversion Rate Increase

[13:02] Why Speed to Lead Matters

[16:17] The 5 Minute Response Rule

[19:46] Essential Follow Up Process Components

[22:00] Tracking and Enforcing Follow Quality

[24:13] Capacity Planning for Lead Teams

[27:34] Intent Signals and Lead Scoring

[30:16] Starting Simple with Lead Qualification

[34:46] CAC Payback by Lead Type

[38:30] Using Data to Identify True ICP

[41:29] Segmenting SQLs for Meaningful Insights

[45:50] Defining MQLs Based on Performance

[48:10] First Things to Audit After This Episode

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Hosts Rachael Bueckert and Eddie Reynolds tackle one of the most deceptive problems in B2B revenue operations: why marketing dashboards can look stellar while revenue targets consistently get missed. Together, they introduce the concept of the "unblended funnel" as the solution.

Eddie breaks down how blending all leads together creates dangerous blind spots, using examples like hand-raiser leads versus webinar attendees that convert at vastly different rates. He explains how this same problem extends beyond marketing into sales execution, customer success, and net revenue retention, often leaving companies chasing low-converting opportunities while ignoring their highest-value segments. The conversation covers practical steps for segmenting data by industry, company size, lead source, and stakeholder engagement to identify what's actually driving revenue growth.

Read the newsletter The Unblended Funnel here.

Explore all of our Frameworks here.

[00:00] Intro

[01:24] The Blended Funnel Problem

[04:04] Beyond Marketing Attribution Issues

[07:29] Essential Processes for Data Accuracy

[10:50] Close Rate Segmentation Insights

[14:28] Micro Funnels for Lead Sources

[16:31] Critical Segmentation Dimensions

[18:25] Sales Execution Close Rate Analysis

[24:27] Net Revenue Retention Breakdown

[31:28] Connecting Segmentation to Revenue

[37:08] Doubling Down on What Works

[39:47] Ruthless Resource Allocation Decisions

[44:07] Ultimate Alignment Through Data

[47:39] Practical Implementation Timeline

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How do you figure out which part of the business needs the most attention? How do you prioritize projects in GTM improvement with confidence? These are the questions we sought to answer when developing the GTM Ops Decision Tree. With this model in mind, revenue leaders can ask the right questions to determine where to focus their attention for the highest, most immediate reward possible.

The decision tree starts with a fundamental choice between focusing on new business or net revenue retention, then branches into specific areas like pipeline generation versus pipeline management. USC Founder and CEO Eddie Reynolds walks through concrete scenarios of the decision tree in action, for example, showing how a company can double revenue by improving pipeline management processes rather than doubling pipeline generation. He emphasizes the compound effect of operational improvements versus one-time marketing investments and shares real examples from his experience at Salesforce and building Union Square Consulting.

Explore all of our Frameworks here.

02:19 Why Go to Market Teams Play Whack-a-Mole

04:54 Go to Market Efficiency Pyramid vs Decision Tree

06:16 New Business vs Net Revenue Retention Priority

08:50 Long Term vs Short Term Revenue Impact

11:23 Making Priority Decisions with Imperfect Data

16:31 Measuring Net Revenue Retention Fundamentals

18:38 Customer Health Tracking Transforms CS Results

22:00 When New Business Takes Priority Over Retention

25:13 Why Sales Process Beats Pipeline Generation

31:12 Average Close Rates and Realistic Improvements

34:21 Building Your Case for Leadership Buy-in

35:37 Breaking Down Pipeline Generation by Channel

38:53 Revenue Operations Roadmap Framework

41:37 Action Steps for Implementing Decision Tree

44:00 Resources and Next Steps

In this episode of GTM Science, Union Square Consulting Marketing Manager Rachael Bueckert and founder/CEO Eddie Reynolds explore the common challenges and transformative opportunities around building a disciplined sales pipeline. Eddie draws on his extensive experience in sales leadership and consulting to explain why many organizations get stuck with messy pipelines full of stale or unqualified deals. The conversation debunks the myth that simply generating more leads is the answer, highlighting that a broken pipeline process makes additional pipeline investments wasteful.

The heart of the discussion centers around Union Square Consulting’s Pipeline Management Framework and its practical, layered approach. They walk through the Pipeline Efficiency Pyramid, starting with foundational elements—like defining a tight ideal customer profile (ICP), specifying buyer personas, and outlining a robust sales process embedded directly in the CRM system. From there, they look at driving organizational adoption through regular pipeline reviews and coaching, before advancing to optimization using metrics, cross-functional pipeline council meetings, and, finally, thoughtfully-applied AI and automation. The episode is packed with actionable strategies for quickly cleaning up your pipeline, improving forecasting, boosting close rates, and freeing reps to focus on truly winnable opportunities.

Throughout the episode, Rachael and Eddie emphasize tangible benefits—such as clearer forecasting, faster sales cycles, and stronger team alignment across sales, marketing, and customer success. They also provide insights on how to analyze data for ICP refinement, spot and clear out "zombie deals," and create a culture focused on continuous improvement. This episode is an essential listen for revenue leaders, CROs, and ops professionals aiming to systematize how they handle pipeline and scale B2B growth, with all the detailed frameworks and further resources available on Union Square Consulting’s website.

Read the full Pipeline Management Framework here.

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00:00 Improving Sales Process Effectiveness

10:11 Efficient Sales Strategy Optimization

13:29 Pipeline Challenges and Rapid Solutions

18:03 Mastering the Complex Sales Process

24:10 Optimizing Sales Performance

28:52 Defining Product Personas at Salesforce

33:28 Optimizing ICP for Target Efficiency

42:06 Qualifying Criteria for Sales Opportunities

47:31 Practice and Reminders for Effective Presentations

52:04 Essential Sales Questions for Accountability

56:17 Sales Management: The Power of Checklists

01:02:17 Keys to Top Sales Reps' Success

01:07:20 AI in Sales Forecasting

01:12:56 Structured Success in Entrepreneurship

01:15:17 Accelerating Sales with AI Optimization

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In this episode of GTM Science, Union Square Consulting Founder and CEO Eddie Reynolds chats with CEO of Gradient Works Hayes Davis about the intriguing possibility of having a mid-market AE produce $10 million in revenue.

Eddie and Hayes discuss key areas where AI can dramatically enhance sales efficiency, including identifying qualified accounts and optimizing sales processes. They explore scenarios for increasing sales activity, boosting deal sizes, and improving opportunity conversion rates. Through detailed analysis, they outline the practical role of AI as a co-pilot in lowering the burden of mundane sales tasks while empowering sales reps to concentrate on high-value activities, ultimately aiming to raise win rates and sales productivity.

Despite the challenges and limitations, they conclude that targeted improvements leveraging AI could significantly boost AE performance.

You can check out Gradient Works here.

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00:00 Introductions

01:24 Introduction to Gradient Works and AI-Powered Sales

04:18 The Viral Post and Its Impact

07:52 Exploring the 10x Sales Rep Concept

13:26 Challenges and Limitations of AI in Sales

29:06 The Human Element in Decision Making

30:08 Adapting to AI in Sales

31:07 Building Trust in Commercial Relationships

32:52 Scaling Sales with AI

36:06 Efficiency in Sales Processes

36:50 Improving Opportunity Creation Rates

44:02 The Role of AI in Sales Preparation

46:10 Challenges and Opportunities in Sales

51:40 Disqualification and Efficiency

55:54 Final Thoughts and Wrap-Up

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In this episode of GTM Science, Union Square Consulting Marketing Manager Rachael Bueckert chats with Founder and CEO Eddie Reynolds to discuss one of their latest newsletters titled 'We Missed Target Again. Now What?'. The conversation focuses on strategies for companies that find themselves off track halfway through the year.

Eddie shares insights on operationalizing annual plans, understanding market data, and addressing common industry challenges. The episode delves into the complexities of reevaluating KIPs, redefining target strategies, and improving sales and marketing alignment. Eddie emphasizes the importance of data-driven decision-making, clear communication, and maintaining focus to navigate economic uncertainties.

The duo also touches on capacity planning, messaging, and resource allocation to optimize go-to-market strategies. The episode aims to provide revenue leaders with actionable insights to recalibrate and thrive even when targets are missed.

Find the full newsletter here.

See our Frameworks here.

00:00 Introduction and Welcome

00:14 Discussing the Newsletter: 'We Missed Target Again

01:42 Challenges in the Current Market

06:18 Strategies for Companies During Economic Uncertainty

09:15 Importance of Process and Execution

12:47 Case Studies and Real-World Examples

18:37 Evaluating Strategy, Process, and Execution

32:00 The Role of CROs and Leadership in Process Management

40:44 The Power of Process-Driven Training

41:17 The Gap in Frontline Management Training

42:35 Building Effective QBR Processes

43:18 Implementing Go-to-Market Efficiency

44:01 Capacity Planning for Sales Teams

52:47 Reevaluating Go-to-Market Strategy

56:09 Improving Sales Processes and Messaging

01:01:48 Communicating Changes and Building Trust

01:10:53 Final Thoughts and Resources

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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 Leadership

05:36 Managing Chaos in Strategic Change

06:30 Strategies for Maximizing Sales Efficiency

11:31 Diverse Experiences in Career Growth

13:44 Comparing Demandbase, Marketo, and Pendo

17:32 Optimizing Customer Targeting Strategies

21:33 Future of Interactive Demo Platforms

22:31 Innovative Applications for Product Use

27:23 Volume vs. Velocity Sales Strategy

31:16 RevOps Streamlining and Success Metrics

32:38 Navigating Progress and Positive Feedback

36:11 Core Business Positioning Revamp

39:45 Navigating First-Time Leadership Challenges

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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 Science

00:55 Pipeline Generation Metrics 2.0

01:25 The Problem with MQLs

02:34 A New Approach to Metrics

06:51 Account-Based Stages

09:37 The Importance of Post-Purchase Stages

15:58 Tracking Account Coverage

20:02 Sales and Marketing Collaboration

23:44 Key Metrics for Pipeline Generation

26:46 Improving Reporting and Management

29:10 Operationalizing Account-Based Strategies

31:16 Practical Examples for Sales Managers

33:11 Gaining Executive Buy-In

35:04 Avoiding Perfectionism in Metrics

38:30 Starting Small with Process Improvements

43:03 Driving Adoption and Iterating on Metrics

44:46 Consulting Services and Final Thoughts

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