Rusty von Waldburg
I build revenue engines | SFDC | Square | Motive | Crescendo.ai
I build high-performance Revenue Engines by approaching Go-to-Market Strategy & Ops like product development. I bring innovation, testing and rigorous execution differentiated by empathy and scrappiness.
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My work helped grow Salesforce from 1 product and ~200 AEs to many products and 1,000's of AEs. I started Sales at Square and built the function to drive up-market growth ahead of the IPO. My team architected Motive’s scale from ~$75M to +$200M. I’ve raised +$40M in Series B funding and matured a chatbot platform for acquisition. Across a continuum of Product, GTM Ops & Sales, I create revops structure and apply the bubble-gum and duct tape of growth.
GTM Index
- CRESCENDOJOB
- SVP GTM Strategy & Ops6M
SVP GTM Strategy & Ops
Crescendo
Crescendo delivers guaranteed Sales & CX outcomes in weeks, not months - powered by AI + Superhumans. My team is building the GTM engine to drive growth & scale through sales plus a repeatable M&A motion.
- SPOKES GROUPJOB
- President & Founder3Y 7M
President & Founder
Spokes Group
The Spokes Group helps companies grow faster. We take a product development style approach to drive growth and scale for B2B SaaS companies through fractional Sales and GTM Strategy & Ops advisory from Seed to Scale.
- SPIKY.AIJOB
- Strategic Advisor2Y 9M
Strategic Advisor
Spiky.AI
Driving revenue predictability as we build the the sales machine for Spiky's *real-time* coaching ai through Product Lead Growth and a Sales push up-market.
- SUGERJOB
- Strategic Advisor3Y 7M
Strategic Advisor
Suger
Played a hands-on role in sourcing several of Suger's first 10 deals, architecting disruptive pricing, and navigating growth as an embedded Advisor
- FULLCAST, THE GO-TO-MARKET CLOUDJOB
- Strategic Advisor (acquired)8M
Strategic Advisor (acquired)
Fullcast, The Go-to-Market Cloud
Evangelist and Strategic GTM advisor until acquisition.
- EARLY STAGE STARTUPSJOB
- VP GTM Strategy & Ops1Y 11M
VP GTM Strategy & Ops
Early Stage Startups
Drove growth at early-stage startups including Ada and Workstream by prioritizing the customer journey, architecting process and scaling through technology. - Increased rigor of pipe gen by aligning targets to sales capacity; introducing ROAS; adding exit criteria to sales stages; and launched a cross-functional pipeline council cadence - Launched a tech-touch experience for SMB that generated +$100k in the first 3 months, before growing to ~$100k/m - Accelerated sales into franchises by architecting a tech stack of SFDC customizations, CPQ & data enrichment - Rapidly built teams across Sales Ops, Marketing Ops, Success Ops, Data Analytics and Business Technology
- VP GTM Strategy & Ops1Y 11M
VP GTM Strategy & Ops
Early Stage Startups
Drove growth at early-stage startups including Ada and Workstream by prioritizing the customer journey, architecting process and scaling through technology. - Increased rigor of pipe gen by aligning targets to sales capacity; introducing ROAS; adding exit criteria to sales stages; and launched a cross-functional pipeline council cadence - Launched a tech-touch experience for SMB that generated +$100k in the first 3 months, before growing to ~$100k/m - Accelerated sales into franchises by architecting a tech stack of SFDC customizations, CPQ & data enrichment - Rapidly built teams across Sales Ops, Marketing Ops, Success Ops, Data Analytics and Business Technology
- MOTIVEJOB
- VP GTM Strategy & Operations2Y 11M
VP Go-to-Market Strategy & Operations
Motive
Recruited to elevate a small operational team into a strategic function. Established the value of a strong GTM Strategy & Ops team as an integral part of our response to Covid and subsequent growth initiatives. - Drove the strategic coverage model of segmentation, roles, hiring, quotas & pipe gen behind +50% YoY growth - Lead pipeline generation and Account Planning initiatives to move up-market and into new verticals - Established financial guardrails and a scalable process for managing variable compensation - Recruited a strategy & ops team across Sales, Customer Success and Business Technology
- WIZELINEJOB
- VP Ops & Conversational ai2Y 11M
VP Ops & Conversational ai
Wizeline
Drove the transformation of a SaaS company into a global outsourced product development firm. Lead the effort to raise our $43M Series B. Converted a chatbot AI practice into a low code automation platform ready for acquisition. - Improved close rates by re-engineering the SOW process ~2 weeks to 2 days - Lead the strategy to make more consulting roles billable, increasing effective rates by +33% - Drove the initiative to replace manual staffing practices for consulting projects with a PSA tool - Won ~$750k in chatbot revenue through deals with Lennar, Johnson & Johnson, MasterCard, Cemex and Cinepolis. - Grew and mentored a 15 person chatbot product team in Guadalajara, MX. Owned the Chat…
- PEERSPACEJOB
- Head of Sales1Y 11M
Head of Sales
Peerspace
Expanded the Series A peer-to-peer commercial real estate marketplace from 2 to 9 metros. Elevated Peerspace from prosumers (i.e weddings) to the larger corporate opportunity (i.e 15-50 person meetings) based on a data driven shift in inventory acquisition, positioning, enablement and SEM spend. Doubled productivity while doubling the team through role differentiation and process improvement.
- SQUAREJOB
- Head of Sales2Y 11M
Head of Sales
Square
Recruited to build the Sales team and architect sales operations from scratch. Grew Sales into a team that delivered >$20M in annual recurring revenue leading up to the IPO. The department became ROI positive within 24 months. - Recruited and trained a team of 60+ AEs, Managers, Sales Operations and related tech & comp experts in <12 months - Created the Sales & CSM Enablement program - Unblocked growth by launching custom pricing and differentiating Square based on the value of its software platform - Shaped Square’s product roadmap through structured sales feedback, customer surveys and competitive analysis - Played a key role in the launch of Square Order, Point of Sale, Appointments and…
- Job: Crescendo — SVP GTM Strategy & Ops · 2026-02 – present — Crescendo delivers guaranteed Sales & CX outcomes in weeks, not months - powered by AI + Superhumans. My team is building the GTM engine to drive growth & scale through sales plus a repeatable M&A motion.
- Job: Spokes Group — President & Founder · 2023 – present — The Spokes Group helps companies grow faster. We take a product development style approach to drive growth and scale for B2B SaaS companies through fractional Sales and GTM Strategy & Ops advisory from Seed to Scale.
- Job: Spiky.AI — Strategic Advisor · 2023-11 – present — Driving revenue predictability as we build the the sales machine for Spiky's *real-time* coaching ai through Product Lead Growth and a Sales push up-market.
- Job: Suger — Strategic Advisor · 2023-01 – present — Played a hands-on role in sourcing several of Suger's first 10 deals, architecting disruptive pricing, and navigating growth as an embedded Advisor
- Job: Fullcast, The Go-to-Market Cloud — Strategic Advisor (acquired) · 2023-03 – 2023-11 — Evangelist and Strategic GTM advisor until acquisition.
- Job: Early Stage Startups — VP GTM Strategy & Ops · 2021 – 2022 — Drove growth at early-stage startups including Ada and Workstream by prioritizing the customer journey, architecting process and scaling through technology. - Increased rigor of pipe gen by aligning targets to sales capacity; introducing ROAS; adding exit criteria to sales stages; and launched a cross-functional pipeline council cadence - Launched a tech-touch experience for SMB that generated +$100k in the first 3 months, before growing to ~$100k/m - Accelerated sales into franchises by architecting a tech stack of SFDC customizations, CPQ & data enrichment - Rapidly built teams across Sales Ops, Marketing Ops, Success Ops, Data Analytics and Business Technology
- Job: Early Stage Startups — VP GTM Strategy & Ops · 2021 – 2022 — Drove growth at early-stage startups including Ada and Workstream by prioritizing the customer journey, architecting process and scaling through technology. - Increased rigor of pipe gen by aligning targets to sales capacity; introducing ROAS; adding exit criteria to sales stages; and launched a cross-functional pipeline council cadence - Launched a tech-touch experience for SMB that generated +$100k in the first 3 months, before growing to ~$100k/m - Accelerated sales into franchises by architecting a tech stack of SFDC customizations, CPQ & data enrichment - Rapidly built teams across Sales Ops, Marketing Ops, Success Ops, Data Analytics and Business Technology
- Job: Motive — VP Go-to-Market Strategy & Operations · 2019 – 2021 — Recruited to elevate a small operational team into a strategic function. Established the value of a strong GTM Strategy & Ops team as an integral part of our response to Covid and subsequent growth initiatives. - Drove the strategic coverage model of segmentation, roles, hiring, quotas & pipe gen behind +50% YoY growth - Lead pipeline generation and Account Planning initiatives to move up-market and into new verticals - Established financial guardrails and a scalable process for managing variable compensation - Recruited a strategy & ops team across Sales, Customer Success and Business Technology
- Job: Wizeline — VP Ops & Conversational ai · 2017 – 2019 — Drove the transformation of a SaaS company into a global outsourced product development firm. Lead the effort to raise our $43M Series B. Converted a chatbot AI practice into a low code automation platform ready for acquisition. - Improved close rates by re-engineering the SOW process ~2 weeks to 2 days - Lead the strategy to make more consulting roles billable, increasing effective rates by +33% - Drove the initiative to replace manual staffing practices for consulting projects with a PSA tool - Won ~$750k in chatbot revenue through deals with Lennar, Johnson & Johnson, MasterCard, Cemex and Cinepolis. - Grew and mentored a 15 person chatbot product team in Guadalajara, MX. Owned the Chat…
- Job: Peerspace — Head of Sales · 2015 – 2016 — Expanded the Series A peer-to-peer commercial real estate marketplace from 2 to 9 metros. Elevated Peerspace from prosumers (i.e weddings) to the larger corporate opportunity (i.e 15-50 person meetings) based on a data driven shift in inventory acquisition, positioning, enablement and SEM spend. Doubled productivity while doubling the team through role differentiation and process improvement.
- Job: Square — Head of Sales · 2013 – 2015 — Recruited to build the Sales team and architect sales operations from scratch. Grew Sales into a team that delivered >$20M in annual recurring revenue leading up to the IPO. The department became ROI positive within 24 months. - Recruited and trained a team of 60+ AEs, Managers, Sales Operations and related tech & comp experts in <12 months - Created the Sales & CSM Enablement program - Unblocked growth by launching custom pricing and differentiating Square based on the value of its software platform - Shaped Square’s product roadmap through structured sales feedback, customer surveys and competitive analysis - Played a key role in the launch of Square Order, Point of Sale, Appointments and…
- School: Massachusetts Institute of Technology — BS, Mechanical Engineering; Economics Minor
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