GTM Process Design
Designing step-by-step processes for pipeline generation and closure, including ICP/persona definition, qualification criteria, territory models, and forecast methodologies.
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Agency
Union Square Consulting
MarketingOps
Analytics & attribution
Union Square Consulting (USC) specialises in Go-To-Market (GTM) strategy and AI engineering for B2B technology companies. They focus on designing processes, implementing systems, and analysing metrics to create predictable revenue engines. Their services aim to improve pipeline reliability, forecasting accuracy, and team performance, leveraging technology and AI workflows.
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Section 01Provides strategy-first RevOps-as-a-service: GTM architecture, analytics, tech, AI (Salesforce/H... as embedded, ongoing support — ask them directly how hand-off works if you later bring it in-house.
“Union Square Consulting operates by designing processes and implementing systems to transform GTM strategies into predictable revenue engines for B2B tech clients.”
Value proposition
Section 02Union Square Consulting (USC) assists B2B technology companies in optimising their Go-To-Market (GTM) strategies to achieve predictable revenue. They focus on establishing GTM processes, implementing relevant systems, and analysing performance metrics. Their approach aims to build a robust GTM engine that enables teams to operate effectively without constant direct oversight, thereby improving forecasting accuracy and operational consistency. USC collaborates with venture capital firms and their portfolio companies, suggesting a focus on growth-oriented B2B tech businesses.
The company's core offering, the 'GTM Operating System', is modular, allowing clients to select components based on their existing capabilities. This system addresses challenges such as inconsistent CRM data, lack of business visibility, misaligned sales and marketing efforts, and disjointed tech stacks. USC integrates AI engineering to develop workflows that amplify operational effectiveness through defined processes and clean data, rather than automating inefficient practices.
Core competencies
Section 03GTM Analytics
Identifying key metrics, building infrastructure for data capture, and delivering insights through funnel conversion analysis, forecast accuracy tracking, and win/loss analysis.
GTM Technology Implementation
Implementing and optimising GTM systems such as Salesforce, HubSpot, Outreach, Salesloft, ZoomInfo, Clay, and AI tools.
AI Workflow Engineering
Building AI workflows based on defined processes and clean data to amplify operational results.
Operational Maturity Assessment
Utilising frameworks like the GTM Efficiency Pyramid to assess operational maturity and prioritise improvements.
Products & services
Section 04- GTM Architecture
- Designing comprehensive GTM processes including ICP and persona definition, qualification criteria, territory models, lead routing, follow-up cadences, and forecast methodology. This is for teams that need process design and documentation.
- GTM Analytics
- Identifying key metrics, building infrastructure for accurate data capture, and delivering regular insights through funnel conversion analysis, forecast accuracy tracking, win/loss analysis, and board-ready reporting. This is for teams with processes and systems but lacking analytics.
- GTM Tech & AI
- Implementing and optimising GTM systems such as Salesforce, HubSpot, Outreach, Salesloft, ZoomInfo, Clay, and AI tools. This is for teams that have process designed but need it built into the CRM.
Key takeaways
Section 05- Predictable Revenue
- USC aims to transform clients' GTM functions into predictable revenue engines, moving away from relying on individual heroics.
- Data-Driven Forecasting
- A key objective is to establish a reliable forecasting methodology built on actual data, tracked and reviewed regularly.
- Modular Service Delivery
- The 'GTM Operating System' offers three core components (Architecture, Analytics, Tech & AI), allowing clients to select services based on their specific needs and internal capabilities.
- AI Integration
- USC incorporates AI engineering to create workflows that enhance well-defined processes and clean data, aiming for amplified results.
- Process Enforcement
- The company emphasises defining processes and enforcing them within the CRM to ensure consistent team performance.
- Strategic Focus
- The company offers workshops and frameworks (e.g., GTM Diagnostic) to help revenue leaders identify critical areas for impact within GTM operations.
FAQ
Section 06- What kind of companies does Union Square Consulting work with?
- Union Square Consulting works with B2B technology companies, often partnering with top VCs and their portfolio companies.
- What is the 'GTM Operating System'?
- The GTM Operating System is Union Square Consulting's main offer, comprising three core components: GTM Architecture, GTM Analytics, and GTM Tech & AI, which clients can choose from based on their internal capabilities.
- How does Union Square Consulting address forecasting issues?
- They build forecasting methods based on actual data, tracked over time and reviewed weekly, to ensure that predicted numbers align with closed deals or perform better.
- Does Union Square Consulting use AI in its services?
- Yes, they provide 'AI Engineering' services, which involve building AI workflows based on defined processes and clean data to automate and amplify what is working within a GTM strategy.