Challenge
Forecasting was unreliable and sales execution inconsistent due to undefined pipeline stages, fragmented systems, and no standardized sales process.
How Solutionreach Unified Sales Execution and Forecasting Through Strategic GTM Design
Solutionreach provides a leading patient engagement platform used by over 50,000 healthcare practices across the U.S. to streamline patient communication, scheduling, and retention.
The Problem
As Solutionreach expanded from small healthcare practices into complex enterprise accounts, they ran into familiar GTM challenges; The sales motion was ad hoc, lead management was fragmented, and reps lacked clear qualification criteria.
They had the tools—Salesforce, HubSpot, and active pipeline generation—but no unified strategy to bring it all together.
That’s where we came in.
Key Takeaways
Solution
Union Square Consulting scoped the GTM strategy—defining ICPs, sales stages, lead management rules, and forecasting workflows for the internal team to implement.
Outcome
Solutionreach gained forecasting accuracy, pipeline visibility, and segment-specific GTM structure—enabling more consistent execution and better leadership alignment across the organization.
The fact that [our new Head of RevOps] was consistently happy with your work—and never once said, ‘They’re not doing this how I would have’—that told me everything I needed to know.
The Challenge
Without visibility into pipeline or forecasting accuracy, leadership couldn’t separate real opportunities from noise.
Solutionreach didn’t need someone to configure Salesforce or HubSpot. They needed strategic partners to help them:
- Define the ICPs
- Align pipeline stages
- Build the sales process
- Design the GTM engine
- Map forecasting workflows
- Scope lead management rules
- Get sales leadership, frontline managers, and reps aligned on the motion
The goal: A complete enablement system that could scale across SMB, Mid-Market, and Enterprise segments.
So, they brought in Union Square Consulting to help.
USC was also hired around the time Solutionreach hired their new Head of Revenue Operations. Understandably, the new RevOps leader had some apprehension around how our work overlapped.
“When [our new Head of RevOps] first joined and learned we were working with Union Square, he understandably had questions. The work we’d brought you in to do overlapped with what he was hired to build, and he wanted to understand how it would all fit together. I told him, ‘You might be able to do all of this, but you can’t do it as quickly without help.’” – Ken Ernsting, CEO
Union Square Consulting helped us lay the groundwork we needed to make better forecasts and decisions—especially on the SMB side. Having that foundation in place has been huge for setting us up to keep building and improving going forward.
The Solution
Union Square Consulting led a strategic engagement focused on GTM design, planning, and enablement architecture. All systems execution was handled in-house by the Solutionreach team—we scoped it; they built it.
Here’s what we delivered:
- Redefined the ICP for Enterprise, Mid-Market, and SMB segments, mapping out pain points, buying personas, and messaging strategy by vertical (e.g., dental, vision, primary care).
- Scoped the full lead lifecycle across inbound and outbound, aligning HubSpot and Salesforce processes to clearly define lead stages, qualification criteria, routing logic, and conversion rules.
- Designed a standardized sales process with clear stages and exit criteria for discovery, demo, proposal, procurement, billing, and close.
- Built quota dashboards and funnel reports by segment and rep, enabling accurate forecast pacing, gap-to-plan tracking, and pipeline health visibility.
- Created a coaching system for frontline managers to run 1:1s, pipeline reviews, and performance conversations using real-time data instead of gut feel.
All of this was done in close collaboration with the new internal Head of Revenue Operations, ensuring long-term ownership and adoption. Rather than stepping on toes, we worked alongside their new RevOps leader in a dynamic that was both supportive and amplifying.
“Within a week or two, [our new Head of RevOps’] perspective shifted. He felt the collaboration was working well, and he really appreciated the significant contributions your team made. From my perspective, the fact that he was consistently happy with your work—and never once said, ‘They’re not doing this how I would have’—that told me everything I needed to know.” – Ken Ernsting, CEO
What I’ve really appreciated is how much USC has helped us with pipeline tracking, lead qualification, and everything that goes into making more accurate forecasts—especially in SMB. Before, our forecasting process was a mess. It felt like we were just spitballing. Now we’ve redefined what counts as pipeline and how we’re working deals, and we’ve finally laid the groundwork for building the dashboards and coaching processes we’ve been wanting to do for a long time.
The Outcome
Solutionreach didn’t just fix their pipeline reporting—they built the operational foundation to support scalable, segment-specific growth. With aligned systems, processes, and leadership, the team now has the structure it was missing.
- Forecast Accuracy: What used to feel like guesswork is now grounded in data. Sales leaders—especially in SMB—can finally look at the pipeline and make accurate, confident forecast decisions.
- Pipeline Visibility: With clearly defined stages and clean dashboards, managers can spot issues early, coach reps more effectively, and ensure deals are moving through the funnel as expected.
- Segment Clarity: Each sales segment—SMB, Mid-Market, and Enterprise—now operates with its own defined ICP, motion, and quota structure, allowing for focused execution and scalable growth.
- Leadership Alignment: The GTM engine now runs on a shared playbook, with aligned expectations across RevOps, Sales, and Executive teams.
- Internal Enablement: With a solid foundation in place, the internal RevOps team has clear ownership of tools, dashboards, and workflows—plus the ability to keep building from here.
Together, these changes have brought structure, clarity, and momentum to Solutionreach’s go-to-market motion. What was once a fragmented system is now a unified strategy, and they’re just getting started.
The groundwork is in place. The systems are live. And the team is now equipped to drive sustainable growth, with the ability to refine, optimize, and scale in the quarters ahead.
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