GTM Science - A show for GTM and RevOps leaders

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...

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 h...

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% acc...

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 exec...

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 co...

Seven major industry reports. Over 3,100 go-to-market leaders surveyed. $91 billion in pipeline analyzed. The picture across B2B SaaS right now is sobering: 87% of enterprises missed revenue targets by more than 5%, 70% of sellers missed quota, and even after quotas were reduced, 77% still missed. Meanwhile, SaaS stocks are down across the board and the "death of SaaS" narrative is everywhere on L...

Anthony D'Angelo spent 20 years building channel sales organizations before most companies even took the function seriously. He watched it go from "the stepchild of the org" to the engine behind a $610 million exit to Cisco, a unicorn run at Cato Networks, and a win rate that doubled from 25% to over 50% at Unifi. The common thread across all of it wasn't relationships or program...

Andrea Kayal kept finding herself doing the CRO's job from the CMO seat. She was already building the revenue strategy, negotiating budgets across departments, and trying to make sense of how marketing, sales, and customer success should work together. So she made the jump. Now at Help Scout, she runs the entire commercial organization with a capital allocator's mindset, treating every dol...

ZoomInfo had 80% of the Fortune 500 on their platform, but most of those accounts were spending a fraction of what they should have been. Meanwhile, the micro-SMB segment that fueled the growth years was getting harder to retain as free money dried up and startups started closing their doors. Something had to shift. In this episode, Eddie Reynolds sits down with James Roth , CRO of ZoomInfo, to un...

Most go-to-market teams know something is broken. The problem is figuring out exactly what, and in what order to fix it. Eddie talks to CROs every day who are overwhelmed, playing whack-a-mole across outbound, pipeline, inbound, and customer success, throwing resources at whatever squeaks loudest. Twelve months later, the same problems are still there. In this episode, Eddie Reynolds and Rachael B...

Bridget Winston has been a CRO across unified communications SaaS, a stock content marketplace, a membership platform for executive women, and now a vertical SaaS company serving med spas. Some people call that kind of range a liability. Bridget calls it the thing that lets her nail every role—especially in a world where the old playbooks don't work anymore. In this episode of CRO Stories, Rac...

Every CRO wants to implement AI, optimize their funnel, and build advanced analytics. But what happens when the foundation underneath all of that isn't solid? Eddie spent years watching companies layer sophisticated tools on top of broken processes, junk pipeline data, and reps who couldn't agree on what a qualified deal looked like. The results were predictable. Which is why we built the...

New CROs and GTM Ops Leaders, you have 90 days to prove you can do the job. Most new revenue leaders try to fix everything at once: outbound is broken, onboarding is a mess, pipeline is full of zombie deals, and there's pressure to "implement AI." Ninety days later, nothing has changed. In this episode, Eddie Reynolds and Rachael Bueckert walk through the operational playbook for mak...

Half of the companies Eddie worked with at Salesforce failed on the platform, and it had nothing to do with the technology. After watching this play out hundreds of times across growth-stage B2B SaaS companies, the pattern was unmistakable: the ones that succeeded had executive leadership that refused to let it fail. The ones that didn't had already checked out before implementation even start...

Kyle Norton helped take Owner.com from $2M to over $60M ARR in three years. The moves that made it possible aren't the ones most revenue leaders would prioritize. From a single AI experiment that boosted win rates by 15 points in one quarter, to counterintuitive bets on team structure and enablement that most companies don't make until it's too late, Kyle's playbook is built on compounding investm...

Your marketing engine is generating leads, hitting MQL targets, and sales is following up. So why isn't revenue growing faster? The answer isn't more budget. It's optimization. Most companies skip straight from "it's working" to "let's spend more" without ever asking: which leads are actually worth something, and where are we lighting money on fire? In this...

AI can automate busy work, but it won't automate judgment, empathy, or curiosity—the things that actually win deals. Too many go-to-market teams are chasing speed before trust, buying AI tools hoping they'll fix what's broken instead of understanding the system first. The result? Automation that scales confusion instead of growth. CRO Stories host Rachael Bueckert sits down with Jody G...

Two-thirds of B2B teams are using AI in go-to-market, and 85% report seeing a boost. But there's a massive gap between teams just saving time with AI and those seeing actual pipeline and conversion improvements. What separates winners from experimenters? Eddie Reynolds sits down with Craig Rosenberg , Chief Platform Officer at Scale Venture Partners , to break down their State of GTM AI Report and...

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 th...

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 d...

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...

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 u...

Hosts Eddie Reynolds and Rachael Bueckert tackle one of the most expensive yet overlooked problems in B2B marketing: most inbound leads never make it into the pipeline. If your marketing team is generating thousands of leads but sales isn't converting them, the problem might not be lead quality—it could be your process. Eddie reveals the two biggest cash burns he sees across go-to-market teams: ha...

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 l...

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 thres...