GTM Science - A show for GTM and RevOps leaders

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 through all six most common outbound strategies: targeted, warm signals, trigger based, third party intent, autonomous AI SDRs and spray and pray. You'll hear which one doubled reply rates, the templated LinkedIn message Eddie used to source millions in business, and the one signal he says he would spend his money on last.
Resources Mentioned in This Episode:
What's Working in Outbound in 2026 (Full Written Report)
Free Outbound Pipeline Inspection
01:36 - 100 million emails and a fake return address
03:45 - Why we went digging for real data
08:53 - Targeted outbound: double the reply rate
10:02 - It's not six tactics, it's three
13:19 - Why Eddie won't use Outreach for this
15:56 - The segmentation step everyone skips
20:56 - Vendors claim 20%, we saw 2 to 5%
27:16 - The bar every hot list has to clear
31:37 - The LinkedIn message that sourced millions
36:49 - Who paid for the intent data studies
43:40 - 3% of AI SDR teams saw any revenue
51:09 - Does bad outbound burn your reputation?
54:17 - Spray and pray works, and that's the problem
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GTM STRATEGY & AI ENGINEERING FOR B2B TECH
● Website
● LinkedIn
● TikTok

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 this episode, Rachael Bueckert sits down with Adam, Director of Analytics and Reporting at Ivanti, to discuss what it takes to build your own GTM tools. They get into the real cost behind building your own sales tooling, why he has not seen AI work on a dirty CRM yet, and why he still calls dashboards mission critical with AI apps running on top of them.
Resources Mentioned in This Episode:
Sales Command Center Demo
USC Frameworks
Adam Coffey on LinkedIn
03:04 - What finance and rev ops get wrong in silos
09:52 - The sales command center he built
11:59 - The stack: Copilot, VS Code, Power Apps
15:43 - Build vs buy: the actual numbers
19:57 - Is SaaS in trouble?
24:33 - The security review a build has to pass
35:20 - You can't slap AI on a dirty CRM
39:53 - Data goes to IT to die
43:17 - One data model instead of hundreds
46:14 - Why dashboards still matter
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GTM STRATEGY & AI ENGINEERING FOR B2B TECH
● Website
● LinkedIn
● TikTok

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 Reynolds and Rachael Bueckert break down how to close the gap between having a dashboard and actually using it to move revenue. They cover why perfect data is the wrong goal and what to optimize for instead, how to structure a GTM Council meeting so it creates real accountability, and what the dashboard they built with Claude actually does (and how you can build your own).
Resources Mentioned in This Episode:
How to Build Your Own AI-Powered GTM Dashboard (Free PDF Guide)
USC Demo Dashboard (Fictional $100M Company)
GTM Ops Decision Tree
GTM Ops Diagnostic Framework
01:40 - The gap between good data and actual decisions
06:12 - Why "perfect data" is the wrong goal
08:37 - Who should own dashboard insights (CRO vs. Rev Ops)
14:20 - What a GTM Council meeting actually looks like
17:33 - Why USC built their own AI-powered dashboard
22:09 - Ingesting data via MCP instead of building integrations
31:16 - Pipeline metrics: close rate, ASP, and sales cycle by segment
35:28 - Reading rep performance right to left
40:05 - AI email scoring that fixed a new rep's outbound in two weeks
43:52 - Where to start on Monday (the decision tree)
49:51 - $100M company with no lead definitions (and what happened next)
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GTM STRATEGY & AI ENGINEERING FOR B2B TECH
● Website
● LinkedIn
● TikTok

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 down with Lou Shipley, author of Unlikely Entrepreneurs and senior lecturer at Harvard Business School, for a conversation on what actually breaks when growth stalls and how to fix it. The conversation covers how Lou rebuilt Black Duck's entire sales motion and took it from $20M to $90M in 4 years, the founder trap that catches most CEOs as complexity increases, and the Plane model that let him develop talent from within instead of chasing the free agent market.
Resources Mentioned in This Episode:
Unlikely Entrepreneurs (Lou Shipley)
GTM Ops Frameworks
00:23 - Intro to Lou Shipley
01:11 - The youth hockey team test for your sales org
01:29 - What Lou looks for first when go-to-market feels off
03:28 - Product market fit vs. sales execution problem
05:07 - The founder trap: when your role changes and you don't
07:19 - What the board sees when numbers are being missed
08:28 - The role of an independent board member
12:32 - The sales math: velocity deals, ASP, cycle time, and forecasting a month ahead
15:00 - The single version of truth
18:34 - SQL definition, zombie pipeline, and why changing it kills your data
24:26 - Access to power and why it determines close rate
28:42 - The Black Duck turnaround: three things that changed
30:23 - The Jamie Dimon signal that triggered the product pivot
36:40 - Rebuilding the team: developing talent vs. chasing free agents
39:19 - The Plane model: gunner, navigator, copilot, pilot
42:30 - From $20M to $90M in four years
45:43 - The thinking machine: distributed leadership at scale
46:06 - Unlikely Entrepreneurs and the problem with the problem
54:31 - Where to start when growth has stalled
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GTM STRATEGY & AI ENGINEERING FOR B2B TECH
● Website
● LinkedIn
● TikTok

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 telling you about the business underneath them. The conversation covers why leaning on A players is a growth strategy with a ceiling, how to reverse engineer what your best rep is doing so your B players can replicate it, the territory problem that makes top performers look more elite than they are, and why the goal isn't to clone your all-star.
Resources Mentioned in This Episode:
GTM Efficiency Pyramid Framework
GTM Ops Frameworks
01:10 - What that rep is really telling you
04:53 - The playbook they built that's better than yours
06:41 - What Salesforce's best reps were best at
09:08 - How to reverse engineer it into the org
09:46 - The territory problem hiding performance
10:45 - Account stages, account scores, and the neglected tier one
18:13 - Build for the average rep on an average day
21:29 - ICP, personas, and the process that makes B players succeed
24:51 - Reading metrics from right to left: close rate, ASP, sales cycle
31:19 - How common are shadow systems?
33:52 - C players hiding behind broken data
37:22 - What percentage of quota should come from A players?
40:15 - When star-led growth stops working
42:31 - The culture cost of giving A players a pass
47:58 - Where to start if you're recognizing your org in this
_______________________________________________________________
GTM STRATEGY & AI ENGINEERING FOR B2B TECH
● Website
● LinkedIn
● TikTok