RevOps Corner

Justin Gray says founders have come to expect their VC to go dark after the check clears and only show up for board meetings. His firm does the opposite: they invest, then spend the first few months inside the company building its go to market playbook, and hold off on new hires until they know what those hires will need. In this episode, Rachael Bueckert sits down with Justin , co-founder of InRe...

Revenue leaders have to earn a board's trust before there are any results to show, then keep it when the results slip. Jason Baumgarten has sat in on a huge number of CEO and board transitions at Spencer Stuart. He walks through what wins that trust and what loses it, from the interview pitch that indicts the board to treating a revenue dip as a try harder problem. In this episode, Rachael Buecker...

Boards spent the last year telling revenue leaders to show ROI on AI, and in relational B2B sales it mostly hasn't shown up. Gabe Larsen sells AI employees for a living, and he's blunt about why: the returns come from volume and transactional work, and he has at least a dozen scars from trying it on relational outbound. In this episode, Rachael Bueckert sits down with Gabe , CRO at Atonom, to disc...

Every tool in your go to market stack carries its own database, and now every one of those vendors wants to sell you agents to run on top of it. Jason Eubanks' argument is that agents running against fragmented data sources will only ever produce unproductive, low quality automation. He ran into the problem himself as a CRO, with 22 products in his stack and sellers who were only in front of custo...

Fello grew 25% in about nine weeks, and Dustin Deno handled all of it without adding a single rep. His team built AI tools that took over the work around the meetings so his reps could spend their time in them. Now he's hiring again: more SDRs, reps out in territory taking customers to lunch, and a fully remote team getting together more often. In this episode, Rachael sits down with Dustin , CRO...

USC's revenue and marketing dashboard used to run on a hand assembled Google Sheet of about 50 metrics, revised by hand roughly twice a month for two years, with comments on cells, notes off to the side, and conflicting numbers the team had to stop and trace in meetings. Gerry Marletta rebuilt it as a dashboard using Claude Code, and the surprising part is that 98% of it is programmatic, with no m...

Everett Berry's view is that an agent is only as good as the context you hand it, and that managing that context matters more than the task you give it or how you prompt it. In this episode, Eddie Reynolds sits down with Everett , Head of Go to Market Engineering at Clay, who has also led their sales team, to discuss how Clay uses AI in their own GTM. Everett gets into why wiring an agent to all y...

Sam Jacobs teaches that product market fit isn't a vibe and it's not a feeling. It's a function of your unit economics, and it isn't permanent either. You can fall out of it when your acquisition costs climb or your retention slips, and that is the signal to pull back on growth spending rather than push harder. In this episode, Eddie Reynolds sits down with Sam Jacobs , founder and CEO of Pavilion...

Richard Perez leads the sales and go to market practice at Apax Partners, a private equity firm, where he works with their portfolio companies on how they sell. We asked which motions he'd back at the enterprise end, which at the SMB end, and what he wouldn't spend his own money on. Almost every answer came back with conditions attached. In this episode, Eddie Reynolds sits down with Richard to di...

SaaStr surveyed companies that had implemented AI SDRs and found only 3% had any revenue to show for it. Eddie's read is that this is the same pattern as Outreach and Salesloft a few years ago, and Gmail and Salesforce before that. So we mapped the system that has to be built around an ai-powered outbound motion before it will actually work. In this episode, Eddie Reynolds and Gerry Marletta , SVP...

New logos get most of the attention in a revenue org. Robert Clarkson calls that the most obvious of three growth levers, and it's the one he spends the least time on. He has run revenue at PayPal, Stripe, Payoneer and now Fiserv, which moves $4.6 trillion in payment volume a year. At one company he joined that had grown 16% to 19% a year for three straight years, he stopped measuring the sales te...

We get asked what's actually working in outbound constantly, and specifically what works for companies that don't have a great brand. So we read the industry reports, more than 100 million emails worth of data, and traced every stat we could back to its original source. The surprising finding was how unreliable the data is. In this episode, Eddie Reynolds and Rachael Bueckert go tactic by tactic t...

Adam Coffey priced out the sales tooling he was looking at and the quotes came back at several hundred thousand dollars each. His team built their own instead, and rolled it out globally to all sales reps and managers at Ivanti. It does the meeting prep, flags risks from call transcripts, emails and Salesforce fields, and gives a first pass at the MEDDPICC field updates that the rep can adjust. In...

Most companies have a dashboard. Some of them even have accurate data. What wayy fewer of them have is someone who can look at that data on a Thursday morning and walk into a meeting and say: here's what I think is wrong, here's why, and here's what we should do about it. The gap between "workable data" and "actual decisions" is the problem we're talking about today. In this episode, Eddie Reynold...

Lou Shipley has sat in almost every seat that touches revenue. He's been the rep, the VP of sales, a three-time CEO, a board member, an investor, and now a senior lecturer at Harvard Business School where he teaches the most popular class on campus. When he walks into a company today and something feels off in go-to-market, he knows exactly where to look. In this episode, Rachael Bueckert sits dow...

Every sales org has one. The rep who ignores the playbook, barely touches the CRM until a deal closes, runs the lowest activity on the team, and still outsells everyone else combined. Most leaders explain it as raw talent. Eddie thinks that explanation is costing them far more than they realize. In this episode, Eddie Reynolds and Rachael Bueckert break down what that top performer is actually tel...

Vercel is a $9.3 billion company powering much of the modern web (OpenAI, Nike, Netflix, Walmart) and 30% of the applications being deployed on their platform are now agent-built. David Totten is the VP of Field Engineering, which means he owns every technical touchpoint a Vercel customer has from the first pre-sales conversation through to post-sale optimization and support. In this episode, Rach...

Most VP of RevOps searches go wrong before anyone looks at a resume. The CRO decides they need one person who can manage every tool in the stack, architect the entire go-to-market engine, analyze the data, build AI solutions, and somehow drive revenue while responding to every Slack request that comes in. That person doesn't exist. And the searches that start with a hundred-item wish list almost a...

Jeremy Von Halle joined Abridge when they had two sellers and less than $5 million in ARR. Now the company has over $200 million in revenue, a $5.3 billion valuation, and a 200-person commercial organization selling into a total market of just 300 large health systems. With only 300 potential enterprise accounts, every customer interaction has to be the best version of itself. So Jeremy built an A...

A meme went viral on LinkedIn: "Hey, this is Gigi from GG's Pizza calling. You ordered last week. We have a pepperoni pizza ready and can deliver in ten minutes. Are you hungry?" It's absurd. Nobody does outbound for pizza. But Eddie looked at it and realized Gigi is actually running better outbound than most B2B teams. She knows who bought before, what they ordered, that they're probably hungry r...

Almost every revenue leader will tell you their number one priority is generating more pipeline. But if the pipeline you already have is leaking, more volume just means you lose more deals, only faster. Reps are chasing deals they will never win, sandbagging deals they could close, and pushing close dates quarter after quarter because nobody trusts what's in Salesforce. Meanwhile, the CRO is spend...

This episode is a guest appearance by Eddie Reynolds , CEO of Union Square Consulting, on the Epic Events by vFairs podcast with Muhammad Younas. You can find the original episode on Spotify and Apple Podcasts . Eddie breaks down how events fit into a GTM strategy and why most companies waste their event budget by skipping the foundational work. The conversation covers why ICP and buyer personas h...

Salesforce co-founder Parker Harris stood on stage and asked the same question every sales rep has been thinking for 20 years: why should you ever have to log into Salesforce again? Then Salesforce went headless, opening up the MCP so that AI tools like Claude and ChatGPT can read from and write to Salesforce directly. Eddie has been telling customers to force their reps to update Salesforce while...

John Barrows has trained sales teams at Salesforce, LinkedIn, Google, and Amazon. He's watched every wave of outbound innovation since before predictable revenue was a playbook. And right now, he has a challenge for anyone claiming AI has tripled their results: show me the numbers. Because what he's seeing across hundreds of companies is that we're still in the efficiency phase of AI, not the resu...

For ten years, the partner channel has been the single largest source of revenue for Union Square Consulting. Not marketing, not outbound, not referrals from happy customers. Partners. And for most of those ten years, Eddie was reaching out to the wrong ones. Thousands of conversations with partners who looked right on paper but never sent a single deal. It took years of trial and error to land on...