Good Revenue, Bad Revenue, and the Churn That Helps You Grow with Jackie Rousseau-Anderson

Jackie Rousseau-Anderson walked into a company approaching $100M and realized the revenue everyone was celebrating looked very different once you layered in gross margins by segment. So she did something most CROs won't: she intentionally shed millions in bad revenue and rebuilt the go-to-market around the customers that actually had margins, lifetime value, and room to grow. Jackie is CRO of InformData, with 15+ years leading revenue at data and analytics companies including Forrester, J.D. Power, Simmons Research, and BlueConic across multiple PE-backed exits. Resources Mentioned in This Episode: GTM Ops Frameworks: https://unionsquareconsulting.com/fra... 01:27 - What happens when not all revenue is good revenue 05:00 - When to hit the pause button on celebrating every dollar 07:30 - Gross margin analysis by segment: what the data actually showed 10:20 - Behavioral segmentation: archetypes inside your customer base 13:06 - Training reps that it's okay to say no to a deal 17:35 - Restructuring comp plans to reward good revenue 20:47 - Sales process gates that reps actually appreciate 26:24 - Tying marketing to the good revenue segments 27:56 - Sales cycles down 10-20%, good churn reduced 15%, NRR above 110% 29:25 - Shedding millions in bad revenue on purpose 34:59 - Scaling with PE: Vista, STG, and international firms 40:40 - Biggest advice for CROs working with PE companies 44:15 - The soundboard metaphor: every knob affects another ___________________________________________ We help B2B SaaS companies using Salesforce grow revenue faster, more predictably and more repeatably through a combination of systems management, data driven insights and RevOps strategy and planning. Book a call today! Website: www.unionsquareconsulting.com LinkedIn: www.linkedin.com/in/edwardreynolds Podcast: https://open.spotify.com/show/1CM3rme... #b2bsaas #b2bsales #outboundsales #gotomarket #gtmstrategy #revops #revenueoperations #salesstrategy #b2bsales #saasgrowth #pipelinegeneration #revenuegrowth #salesoperations #cro #GTM #founders #saasfounders #b2bmarketing #growthstrategy #startupgrowth #scaleups #founderadvice #leadershiptips #businesstips