RevOps Corner

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...

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...

Most B2B SaaS companies think they have their ICP nailed down, until you realize their "ideal customer" spans fourteen industries, three market segments, and basically anyone with a pulse and a credit card. In this episode, Eddie Reynolds sits down with Brady Jensen , CEO of Clear Go to Market, to talk about why your ICP is probably too broad (or just sneakily WRONG) and what to do about it. Brady...

Rachael Bueckert and Eddie Reynolds dive into why most AI implementations in go to market fail and what it takes to build AI foundations that actually work. Using Sas's successful AI SDR that outperformed human reps in just 2 weeks as a case study, Eddie breaks down the critical foundational work that most teams skip when jumping straight to AI tools and prompts. Eddie explains why the same elemen...

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 f...

Hosts Eddie Reynolds and Rachael Bueckert discuss a metric that most CROs overlook until it's too late: the Go-to-Market Efficiency Ratio. Why do revenue leaders who crush their numbers still get replaced? The answer lies in understanding what it actually costs to grow, not just whether you're growing. In this episode, Eddie breaks down the GTM Efficiency Ratio pioneered by David Spitz, exploring...

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...

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 a...

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...

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 v...

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 decis...

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...

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 scena...

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, unders...