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GTM Live is a new evolution of Revenue Vitals by Chris Walker, now hosted by Carolyn Dilks & Trevor Gibson, Co-Founders of Passetto — a part tech, part advisory GTM agency for high-performing B2B SaaS companies. This weekly live show is built for CEOs, CFOs & Revenue Leaders who know the current way GTM is executed & measured is broken, and are ready for something better. We cut through the noise & ditch outdated playbooks. No fluff. No vanity metrics. Just honest, modern conversations about how to track & optimize GTM for what actually matters: unit economics, efficiency & long-term growth.
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The biggest problem with most ABM programs isn't execution, it's that they try to personalize at scale before they truly understand their buyers. Everyone wants the results of account-based marketing. Few organizations build the foundation required to make it work. In this episode, Carolyn sits down with Steve Armenti, former ABM leader at Google and founder of Twelfth Agency, to unpack one of the biggest misconceptions in modern B2B marketing. Together they explore why high-volume personalization is becoming less effective, why AI can't replace strategy, and why the highest-performing GTM teams build what Steve calls a "market of one" , a deep understanding of every target account before scaling outreach. You'll learn: Why most ABM programs never create real demand The hidden flaw in high-volume personalization Why AI amplifies strategy instead of replacing it How leading GTM teams build a 360° account view The "market of one" framework for modern B2B growth If your ABM strategy isn't producing the pipeline you expected, this episode may change what you believe the real problem is. ----------------------------------------------------- The difference between guessing and knowing is almost always hiding in the data you already have. In less than 30 days, Passetto builds the marketing measurement system that gives marketing leaders continuous visibility into what's driving pipeline and revenue—and the evidence to confidently make and defend their next investment decision. 🚀 Get started → https://www.passetto.com/book-a-call ----------------------------------------------------- Check out Twelfth Agency: https://twelfth.agency/ Subscribe to Passetto’s YouTube channel: https://www.youtube.com/@PassettoGTM
In this episode, Carolyn sits down with Liam MacCormack, a fractional head of growth who's spent years in the weeds of B2B paid search, to unpack why the channel keeps burning B2B budgets and what to do about it. They get into the market forces making paid search harder than ever: rising CPCs, zero-click search, and agencies still optimizing like it's 2015. Then they go tactical on a real client scenario — a high-ACV company that's switched agencies multiple times and still can't make it work — and what that reveals about when a channel is worth fixing versus when it's just draining spend. Topics covered: Why "you need to spend more on impression share" is the most seductive upsell in paid search, and the one metric that actually tells you if it's true The profile of a company paid search works for, and the profile where it's a waste of money Why paid search is a demand-capture channel, and what that means for how you budget it How to know when to cut the channel, cut the budget in half, or let it run as a tertiary source Why branded search is propping up most agency reporting, and the one question to ask to find out If your paid search has been underperforming for quarters and the answer is always "give it more time," this one's worth your attention. ----------------------------------------------------- 🔗 LINKS + RESOURCES 📹 How to Survive B2B Marketing in 2026: https://www.youtube.com/watch?v=IlEqVWVuwdo 📹 How to Build a Killer GTM Strategy for B2B SaaS: https://www.youtube.com/watch?v=YFK9LvMslOc 📹 Ultimate Guide to Marketing Measurement in 2026: https://www.youtube.com/watch?v=d9yfdYi0X4I ----------------------------------------------------- Marketing has evolved. Measurement hasn't. You're still running on a 20-year-old methodology that can't see most of the value you create. Passetto’s 14-day Sprint fixes that — showing you where you're creating real value, where you're wasting effort, and which levers will actually drive your next stage of growth. Your best work shouldn't die in data darkness. Get your full pipeline & revenue breakdown in 2 weeks: https://www.passetto.com/book-a-call -----------------------------------------------------
The MQL is marketing's worst open secret. Everyone in the room knows the number is gamed. The leads are low-intent, the scoring is guesswork, and the pipeline isn't growing. Yet marketing keeps getting graded on the one metric nobody actually trusts. In this workshop, Carolyn and Amber sit down with Jon Miller to take apart the metric the entire B2B playbook still runs on and walk through anonymized customer data showing exactly what it costs. Hand raisers in this account converted 83X better than MQLs and qualified faster. The MQLs that didn't convert got worked for two months before anyone disqualified them. That's the drain nobody puts on a slide. What this workshop covers: Why the MQL became gospel and the moment a sound idea turned into a volume game sales learned to ignore The gumball machine fallacy: why "more budget in, more pipeline out" assumes a linear process that buying stopped being years ago Nonlinear buying, the dark funnel, and why one overwritten lead record erases the history you actually need Real customer data: MQLs accounted for under 6% of pipeline while hand raisers drove 39% of closed-won revenue Jon's three-tier lead model and why waiting for hand raisers alone forfeits first-mover advantage and your future pipeline The KPI cheat sheet: pipeline velocity, brand-question surveys, post-sale revenue metrics, and the numbers a board actually speaks What the shift means for your MarTech stack as AI moves orchestration from rules to reasoning The leaders who get out from under the MQL don't kill it overnight. They layer in metrics their CFO and head of sales already recognize and stop defending volume that was never converting. ----------------------------------------------------- 🔗 LINKS + RESOURCES 📹 How to Survive B2B Marketing in 2026: https://www.youtube.com/watch?v=IlEqVWVuwdo 📹 How to Build a Killer GTM Strategy for B2B SaaS: https://www.youtube.com/watch?v=YFK9LvMslOc 📹 Ultimate Guide to Marketing Measurement in 2026: https://www.youtube.com/watch?v=d9yfdYi0X4I ----------------------------------------------------- Marketing has evolved. Measurement hasn't. You're still running on a 20-year-old methodology that can't see most of the value you create. Passetto’s 14-day Sprint fixes that — showing you where you're creating real value, where you're wasting effort, and which levers will actually drive your next stage of growth. Your best work shouldn't die in data darkness. Get your full pipeline & revenue breakdown in 2 weeks: https://www.passetto.com/book-a-call -----------------------------------------------------
The marketing funnel you've built your whole strategy around? It never described how people actually buy. It was a tidy oversimplification, and in a world of zero-click search and AI-saturated channels, it's never held up worse. In this episode, Amber sits down with Udi Ledergor — Gong's first marketer, now Chief Evangelist, author of Courageous Marketing, and the guy who ran a Super Bowl ad and coined a category on the way to $500M in ARR. Udi's argument cuts against the "hack-everything" reflex of modern GTM: brand isn't a vibe, it's trust, and trust is the only thing that makes a buyer go straight to you instead of crawling through a funnel. What this episode covers: Why brand comes down to one thing, trust, and how raving fans replace the funnel entirely The unconventional bets behind Gong's brand: the Super Bowl spot, the bulldog, the 2021 enterprise rebrand Why Courageous Marketing never mentions AI on purpose, and what makes a marketing principle timeless The two-headed dragon: what actually fixes sales and marketing alignment (hint: do you know how your CRO takes their coffee?) Why a marketing team not working from the same data as sales is committing a crime against its own company How AI agents now prove marketing's hard impact This episode unpacks exactly why the companies winning right now are the ones people demand their employer buy. ----------------------------------------------------- 🔗 MORE FROM UDI 📖 Grab a copy of Udi’s book Courageous Marketing 📖 Follow Udi on LinkedIn ----------------------------------------------------- Marketing has evolved. Measurement hasn't. You're still running on a 20-year-old methodology that can't see most of the value you create. Passetto’s 14-day Sprint fixes that — showing you where you're creating real value, where you're wasting effort, and which levers will actually drive your next stage of growth. Your best work shouldn't die in data darkness. [Get your full pipeline & revenue breakdown in 2 weeks]
📹 NEW on YouTube: Ultimate Guide to Marketing Measurement in 2026 There's no excuse left for not knowing what's driving revenue. The tools are here. The data is here. Operating without the answer has crossed from forgivable into malpractice. In this episode, Carolyn and Amber get into the marketing measurement problem every marketing leader is living with, and the reason it never gets solved. Your rev ops team is skilled, but they're also buried keeping the lights on. And the build-vs-buy reflex defaults to "build," and nobody's counting what the wait actually costs you. Both hosts have lived this from the inside: the end-of-quarter scramble, stitching opportunities together one by one, chasing reps to find out if a lead was ever even worked. They name why it keeps happening and what to do instead. What this episode covers: Why leaning on rev ops to fix marketing measurement rarely works and the real cost of waiting another 6-9 months The build-vs-buy trap: why "best practice says build it" has become a dirty word when your job is on the line now How the top 1% use AI to do what was never possible before, while everyone else just automates KPIs they already had The hard metrics that actually move a board: win rate by account tier, sales velocity when marketing's involved, speed-to-lead, web-form conversion velocity Why speed-to-lead is a marketing metric, not a sales one — and how quantifying revenue leakage unlocks budget and buy-in How to walk into a QBR with two or three defensible numbers and a plan, instead of a "here's what marketing did" slide that lands as "so what?" Finding your one real growth lever: is the problem before pipeline creation, or in your ability to close? The leaders who break out of this don't wait for the data to magically come together. They show up with the few hard numbers their CFO and head of sales actually speak, and stop trying to prove their value every single quarter. ----------------------------------------------------- Marketing has evolved. Measurement hasn't. You're still running on a 20-year-old methodology that can't see most of the value you create. Passetto’s 14-day Sprint fixes that — showing you where you're creating real value, where you're wasting effort, and which levers will actually drive your next stage of growth. Your best work shouldn't die in data darkness. [Get your full pipeline & revenue breakdown in 2 weeks]
In this episode, recorded out in the New Mexico desert at ChiliPalooza, Jordan Crawford makes a blunt case to B2B SaaS: the methodologies you built your career on are about to age out, and the only way through is to get your hands on Claude Code. Jordan's spent his whole job lately doing one thing: teaching clients to work with AI. And what he's found cuts against almost everything sales and marketing teams currently do. What this episode covers: Why the constraint on building things isn't budget or headcount anymore, it's imagination The SDR question every revenue leader is asking today: we went all-in, we see the volume, and we don't know what's working...so now what? How Jordan rebuilds prospecting strategies from what customers actually did, not what a rep thinks they want Why being wrong fast and cheap beats being right slowly: "you can beat any grandmaster if you get two moves to their one" The truth about a sloppier world, and why polish is no longer the point Why the gap between people who are great at this and people who are bad at it comes down to how you think, not skill Why the "graybeards" built on ten-year-old playbooks are going away, and what replaces them The people who get in the tool will build things the graybeards can't imagine. The ones who don't will spend the next few years explaining a methodology nobody's buying. ----------------------------------------------------- 🔗 MORE FROM JORDAN Follow Jordan Crawford on LinkedIn On the Edge by Blueprint (Jordan’s Substack) Blueprint – AKA the OG GTM Engineer ----------------------------------------------------- Marketing has evolved. Measurement hasn't. You're still running on a 20-year-old methodology that can't see most of the value you create. Passetto’s 14-day Sprint fixes that — showing you where you're creating real value, where you're wasting effort, and which levers will actually drive your next stage of growth. Your best work shouldn't die in data darkness. [Get your full pipeline & revenue breakdown in 2 weeks]
You can't be a great marketer if your nervous system is stuck in survival mode. If you're a marketing leader, you know the feeling. The 12AM Slack from the CEO. The “where's-the-pipeline?” question that never goes away. The low-grade anxiety running underneath every campaign, every board deck, every quarter. In this episode, Carolyn and Amber connect the inner game to the measurement problem. The anxiety marketers carry isn't a personal failing. It's the tax you pay for being judged by numbers that miss your real contribution: shaping how the market perceives you, long before anyone fills out a form. And here's what nobody in GTM is actually talking about: you cannot build the future you want while your body is locked in defending the present. Your brain chemistry doesn't know the difference between the meeting you're dreading and the one that's already over — it reacts the same way to both. And when you live in that state, you can't create. You can only react. What this episode covers: The breakthroughs from both Amber and Carolyn’s recent vacations Why so many B2B marketers are operating from low-grade panic, and why it’s costing them their best work How belief and brain chemistry shape what you're able to create, and why you have to embody the outcome before it shows up Why marketing's real job is shaping brand perception in-market, and why traditional KPIs can't see that work How to use zero-party data — what customers tell you directly — to inform the customer journey instead of guessing from last-touch behavior Three books that reshaped how Carolyn thinks about wealth, awareness, and building a future you can't yet see: Happy Pocket Full of Money, The Power of Awareness, and Dr. Joe Dispenza's Becoming Supernatural If you're a marketing leader tired of doing your best work from a place of panic, and tired of watching it disappear into numbers that can't measure it, this one's for you. ----------------------------------------------------- Want answers now? 🔎 The fastest way to understand how marketing is driving pipeline and revenue → All your data, connected, so you can see what’s working and what to do next. [Get your full pipeline & revenue breakdown in 2 weeks] ----------------------------------------------------- Not ready for that yet? 🎯 Understand why it’s been so hard to see what’s working → We’ll show you where your visibility breaks and why your current KPIs can’t answer these questions. [Apply for a 1-hour marketing KPI assessment] -----------------------------------------------------
📹 NEW on YouTube: MQLs are Dead. Here’s What B2B Marketers Should Track Instead You can't be a great marketer if your best work doesn't show up in your data. If you're a marketing leader, you've spent years being measured by "Marketing Sourced" pipeline and revenue. And you've spent just as long watching your other work — your influence, your perception-shaping, your role inside active deals — get written off as fluffy or unmeasurable. A marketing function that can only point to sourced pipeline is telling leadership one thing: we're only good at the last mile: demand capture. But there's a proven way to turn marketing influence into a hard, defensible number — one that proves real business impact and real revenue results to your CFO and board. What this episode covers: The industry shift toward perception marketing and creating the conditions for buyers to choose you, and why traditional KPIs can't see it Why the engagement and awareness stage is far longer than most marketing teams realize How to measure marketing's role inside active sales cycles, not just at the top of the funnel The cohort analysis every marketing leader should be running: opportunities with marketing engagement vs. those without, and what win rate, sales cycle length, and deal size reveal about your real contribution How TOFU work compounds into pipeline velocity across the full lifecycle How to show up as a value creation partner to the rest of the business, not just a lead-gen function If you're a marketing leader tired of watching your best work disappear into someone else's pipeline number, this one's for you. ----------------------------------------------------- Want answers now? 🔎 The fastest way to understand how marketing is driving pipeline and revenue → All your data, connected, so you can see what’s working, your real business impact, and where to double down. [Get your full pipeline & revenue breakdown in 2 weeks] ----------------------------------------------------- Not ready for that yet? 🎯 Understand why it’s been so hard to see what’s working → We’ll show you why your current KPIs can’t answer these questions. [Apply for a 1-hour working session] ----------------------------------------------------- This episode is powered by Passetto. If your marketing dashboards aren't giving you straight answers, you're in good company. Most Marketing teams simply don't have the KPIs to understand how they are driving pipeline and revenue across the full buyer journey, and where budget is being wasted. Passetto changes that, giving marketing leaders the KPIs they need to act with confidence in today's B2B buying era.
Every B2B marketer knows the funnel concept is broken. Yet that same model your team is being measured on right now was invented in 1898, and it's surviving because nobody at the top has been given permission to use anything else. Carolyn and Amber react to a recent article in Adweek from Professor Mark Ritson, where he calls the funnel the "cockroach of marketing concepts", a 128-year-old model that has outlived every attempt to replace it. They break down why every critique fails to land, and why the real problem isn't the funnel. It's the classrooms teaching it, the boards demanding it, and the marketers who can't challenge it without risking their careers. Topics covered in this episode: Why a model from 1898 still anchors how B2B companies measure marketing in 2026 The gap between what the funnel was designed to do (a market snapshot) and what it's used for (SQL-to-opp conversion, MQL targets) Why every "funnel is dead" critique fails to kill it, and who actually keeps it alive The Amazon "full funnel campaigns" moment, and what it says when even the best companies are still using the language Why a snapshot in time tells you nothing about where to move budget, why CAC is up, or what to do when pipeline misses If you've tried to kill the funnel inside your own org and watched it survive every conversation, this is the episode. The cockroach isn't the funnel. It's the system that keeps demanding it. ----------------------------------------------------- Want answers now? 🔎 The fastest way to understand what’s actually driving pipeline and revenue → All your data, connected, so you can see what’s working and what to do next. [Get your full pipeline & revenue breakdown in 2 weeks] ----------------------------------------------------- Not ready for that yet? 🎯 Understand why it’s been so hard to see what’s working → We’ll show you where your visibility breaks and why your current model can’t answer these questions. [Apply for a 1-hour working session] ----------------------------------------------------- 🎥 JOIN our Weekly Recordings on Wednesday at 1pm ET / 10am PT: [RSVP for GTM Live] ----------------------------------------------------- This episode is powered by Passetto. If your marketing dashboards aren't giving you straight answers, you're in good company. Most Marketing teams simply don't have the visibility to understand how they are driving pipeline and revenue and where budget is being wasted. Passetto changes that, giving marketing leaders the comprehensive data they need to act with confidence.
📹 NEW on YouTube: 5 Quick Ways to Fix Your B2B Marketing Tracking In this episode, Carolyn and Amber get into the data paralysis that's stalling most GTM teams right now, and why waiting for perfect data is just a slower way of doing nothing. They walk through a real client case study on fast-closing pipeline, what it revealed about where marketing actually has leverage, and why that answer looked completely different market by market. Topics covered: Why "decision-grade" data beats perfect data every time, and what it actually means to have it Why the instinct to run more campaigns when pipeline is down is often exactly the wrong move How to reverse-engineer your fastest-closing deals to find where marketing actually has leverage The AI analytics problem nobody is talking about: hallucinations in your data, and why you need a serious validation process before you trust any output How a $60M sales-led company should think about finding their marketing levers when they're building the function from scratch If your team keeps getting pulled into data rabbit holes instead of moving the needle, this is a must-listen. The best companies don't track everything. They pick something and go prove it works. ----------------------------------------------------- Want answers now? 🔎 The fastest way to understand what’s actually driving pipeline and revenue → All your data, connected, so you can see what’s working and what to do next. [Get your full pipeline & revenue breakdown in 2 weeks] ----------------------------------------------------- Not ready for that yet? 🎯 Understand why it’s been so hard to see what’s working → We’ll show you where your visibility breaks and why your current model can’t answer these questions. [Apply for a 1-hour working session] ----------------------------------------------------- 🎥 JOIN our Weekly Recordings on Wednesday at 1pm ET / 10am PT: [RSVP for GTM Live] ----------------------------------------------------- This episode is powered by Passetto. If your marketing dashboards aren't giving you straight answers, you're in good company. Most Marketing teams simply don't have the visibility to understand how they are driving pipeline and revenue and where budget is being wasted. Passetto changes that, giving marketing leaders the comprehensive data they need to act with confidence.
🗓️ REGISTER for our April 22 webinar “The Rise and Fall of the MQL” with guest Jon Miller (cofounder of Marketo) In this live community episode, Carolyn and Amber break down two of the most common RevOps setups that make it nearly impossible for marketing to understand its own performance, and why most teams don’t realize how bad the problem is until leadership starts asking questions nobody can answer. They get into: Why Stage Zero in your CRM is breaking win rate calculations and stripping out the data marketing actually needs How a one-directional MAP/CRM sync means the people in your active pipeline are invisible to marketing, and why 85% of one customer’s pipeline had minimal trackable marketing touchpoints as a result Why the demand waterfall was never built for how buyers actually move, and what path dependency is costing teams that keep trying to optimize it What the QBR fire drill is really telling you about the state of your measurement infrastructure The gap between what marketing is doing and what the data shows is almost always a systems problem, not a performance problem. ----------------------------------------------------- 🔗 RESOURCES: 📊 2-Week Marketing KPI Sprint: Passetto's flagship engagement. We connect your MAP and CRM and show you exactly what's driving your pipeline and revenue, and where it's breaking down. [Book Your Sprint] Revenue Visibility Diagnostic: A free 1:1 workshop for GTM leaders who want to know exactly where their data foundation is failing them. [Schedule Your Spot] ----------------------------------------------------- 🎥 JOIN our Weekly Recordings on Wednesday at 1pm ET / 10am PT [RSVP for GTM Live] ----------------------------------------------------- This episode is powered by Passetto . If your marketing dashboards aren't giving you straight answers, you're in good company. Most Marketing teams simply don't have the visibility to understand how they are driving pipeline and revenue and where budget is being wasted. Passetto changes that, giving marketing leaders the comprehensive data they need to act with confidence.
🗓️ REGISTER for our April 22 webinar “The Rise and Fall of the MQL” with guest Jon Miller (cofounder of Marketo) In this episode, Carolyn and Amber break down a real-world case study of a SaaS company that came to Passetto with a mature business, an aligned GTM team, and a brand new VP of RevOps, but a data foundation that couldn't tell them what was actually driving their GTM motion or where it was breaking down. We break down what surfaced during a two-week Sprint: why one-third of 2025 revenue had no traceable source, what the data revealed about paid search ROI and where spend was underperforming, and how foundational data gaps were making it impossible to see marketing's role in active deals. We break down the insights we helped uncover for their team: Why 31% of revenue had no traceable source, and why that number was growing quarter over quarter Paid search was driving far more pipeline than anyone realized, but not all campaigns were pulling their weight, and the gap between the best and worst performers was significant Why win rate dropped QoQ and what the data revealed about rep ramping and opportunity creation inconsistency How inbound hand raisers were the only motion getting more efficient: 3X pipeline growth with win rates hitting 52% in their core industry Why gaps in how activity was being tracked made it nearly impossible to see marketing's influence on active deals This episode shows how a team that was already winning used a clear diagnostic to get ahead of the measurement gaps before growth slowed down, and left with a roadmap to build the foundation their next stage of growth will actually require. ----------------------------------------------------- 🔗 RESOURCES: 📊 2-Week Marketing KPI Sprint: Passetto's flagship engagement. We connect your MAP and CRM and show you exactly what's driving your pipeline and revenue, and where it's breaking down. [Book Your Sprint] Revenue Visibility Diagnostic: A free 1:1 workshop for GTM leaders who want to know exactly where their data foundation is failing them. [Schedule Your Spot] ----------------------------------------------------- 🎥 NEW on YouTube: Attribution for SaaS Marketing: What Actually Works (And What Doesn't) ----------------------------------------------------- This episode is powered by Passetto. If your marketing dashboards aren't giving you straight answers, you're in good company. Most Marketing teams simply don't have the visibility to understand how they are driving pipeline and revenue and where budget is being wasted. Passetto changes that, giving marketing leaders the comprehensive data they need to act with confidence.
Many marketing leaders struggle with being measured against revenue. That’s because the status quo measurement model doesn't capture everything they do, which means their true impact is almost always under-reported. This workshop is about how to fix that, and how to properly and comprehensively measure marketing's impact on pipeline and revenue, with data that let you walk into a boardroom with answers instead of anecdotes. What we cover: Why last-touch attribution under-reports your true impact every single time, and why a lot of leaders quietly prefer it that way What's happening between lead creation and opportunity creation, and why nobody's tracking it The GTM factory model: three stages, and the specific data that lives in each one that changes how you read performance entirely Why the demand waterfall is more than 20 years old and what it's actually costing you to keep operating inside it Where most companies are flying blind in their GTM motion, and the specific data points that fix it How to start building the metrics that let you go to your board with answers 🔗 RESOURCES: Want all the metrics Carolyn covers applied to your own data? Passetto's 14-Day Marketing KPI Sprint connects your MAP and CRM to show you exactly what's driving, and hurting, your pipeline. 🎥 The 9 GTM Metrics Every B2B SaaS Company Should Track — This episode is powered by Passetto . If your marketing dashboards aren't giving you straight answers, you're in good company. Most Marketing teams simply don't have the visibility to understand how they are driving pipeline and revenue and where budget is being wasted. Passetto changes that, giving marketing leaders the comprehensive data they need to act with confidence.
Jon Miller co-founded Marketo, the company that helped turn MQLs, lead scoring, and the demand waterfall into the operating system of B2B marketing. Now he's the one telling you to throw most of it out. When Jon did the same playbook at Demandbase that worked brilliantly at Marketo, it flopped. That failure changed how he thinks about almost everything. In this conversation, Carolyn sits down with Jon, co-founder of Marketo and Engagio (which merged with Demandbase), to dig into why the traditional B2B marketing playbook stopped working, what brand actually does for demand gen that most teams never account for, and what a modern measurement framework should look like in 2026. What we cover: Why the same playbook that worked at Marketo failed at Demandbase Why MQLs aren't inherently bad, but how they became a game most marketing teams were rigging without realizing it The case against marketing-sourced vs. sales-sourced attribution (and why it breaks the teamwork you need to win) What a modern CMO dashboard should actually include Why the buying process is chaotic and nonlinear and why treating it like a simple funnel has always been the wrong model How AI is finally making true 1:1 personalization across millions of buyers possible The one question to ask your CFO socratically that will reframe the entire conversation about brand ROI This episode is an absolute MUST listen for any marketing leader or revenue operator who knows something is broken but keeps hitting a wall trying to fix it. 🔗 RESOURCES: 🎥 The GTM Factory Framework Explained 🎥 9 Metrics Every B2B SaaS GTM Team Needs to Track Passetto's April sprint cohort is almost full. 2 weeks. A complete marketing and pipeline audit. Real GTM clarity before Q2 hits. [Work With Us] Book a [FREE] 1:1 Revenue Visibility Assessment to find out why you can't answer the pipeline questions that matter most. [Schedule Your Session] Follow Carolyn on LinkedIn Follow Jon on LinkedIn — This episode is powered by Passetto . If your pipeline dashboards aren't giving you straight answers, you're in good company. Most GTM teams simply don't have the visibility to understand what's truly driving pipeline and revenue, what's slowing them down, or where to focus next.
This one's a little different. No guest, no agenda. Just Carolyn and Passetto co-founder Amber, recording live from Pompano Beach after four days at the Above the Fold conference in Fort Lauderdale, Florida. They unpacked everything they took away from the event: the conversations that stuck, the moments that shifted how they think about Passetto, and the stuff that made them want to flip a table. What we cover: Why showing up in person hits completely different and how four days in Florida generated more strategic clarity than months of Zoom calls The AI use cases that actually impressed them (and why most AI content is a race to the bottom) What Gaetano DiNardi and Jess Cook taught them about content, programmatic SEO, and why volume without expertise is killing small companies The Mojo PMM demo that made them rethink product marketing enablement entirely Why attribution is still the default answer to "how do you measure marketing" and why that's a problem The ex-Amazon CMO who said marketing doesn't need to do more, it needs to stop leaking revenue (and what that means in practice) The light bulb moment about what Passetto customers actually need help with (hint: it's not just the analytics) Their live appearance on the Notorious B2B show and some light beef that turned into a fun conversation Raw, unfiltered, and recorded before Carolyn had to catch her flight. 🔗 RESOURCES: 🎥 Want to see how we approach GTM measurement? Watch our GTM Factory Framework on YouTube. Spots are open for Passetto's April sprint cohort. It's a 2-week marketing and pipeline audit designed to give GTM teams real clarity before Q2 [Work With Us] Book a [FREE] 1:1 Revenue Visibility Assessment to find out why you can't answer the pipeline questions that matter most. [Schedule Your Session] Follow Carolyn on LinkedIn Follow Amber on LinkedIn — This episode is powered by Passetto . If your pipeline dashboards aren't giving you straight answers, you're in good company. Most GTM teams simply don't have the visibility to understand what's truly driving pipeline and revenue, what's slowing them down, or where to focus next.
In this episode of GTM Live, Carolyn sits down with Matthew Sciannella, VP of Innovation at Refine Labs, for a candid conversation about the flaws of B2B marketing measurement and why so many teams keep fighting the same losing battles. They dig into why attribution has made a generation of marketing leaders worse at their jobs, what great demand generation actually requires (hint: it starts way upstream with product marketing), and why slapping AI onto a broken system just makes the noise louder. Episode highlights: Why attribution doesn't tell you what's actually driving pipeline and how to move toward incrementality testing instead The real reason win rates are so low at most companies (and why more pipeline isn't the answer) Why great product marketing is the single biggest common denominator across every high-performing demand program Matt has seen How AI is disrupting outbound and why scaling a broken motion with AI just makes it worse faster Why companies with messy data are the ones struggling most to make AI work for them The case for measuring brand spend against contribution margin instead of source or attribution Why fundamentals (e.g. in-person, intentional outreach, real buyer research) are making a comeback in the age of AI noise If your pipeline dashboards aren't giving you straight answers, this episode is a good gut check on where to look first. 🔗 RESOURCES: Spots are open for Passetto's April sprint cohort. It's a 2-week marketing and pipeline audit designed to give GTM teams real clarity before Q2 [Work With Us] Follow Carolyn on LinkedIn Follow Matt on LinkedIn Book a [FREE] 1:1 Revenue Visibility Assessment to find out why you can't answer the pipeline questions that matter most. Schedule Your Session — This episode is powered by Passetto . If your pipeline dashboards aren't giving you straight answers, you're in good company. Most GTM teams simply don't have the visibility to understand what's truly driving pipeline and revenue, what's slowing them down, or where to focus next.
🎟️ Join our Live Workshop on Feb 11 : The KPIs every marketing team needs to measure to understand their real influence on pipeline. Save your seat here. Replay included. In this episode of GTM Live, Amber sits down with Matt Green, Co-Founder and CRO of Sales Assembly , to talk about what’s actually working in GTM right now, and why so many teams are stuck debating the wrong things. They start with the real root cause of credit wars: marketing and sales are fighting because they’re measured on competing scorecards. Matt makes the case for a simpler model around shared revenue accountability, and why the attribution debate gets a lot quieter when the business is closing deals. Episode highlights: Why credit wars between sales and marketing are a scorecard problem, not a people problem How competing KPIs quietly reinforce “sales-sourced vs marketing-sourced” debates Why attribution can’t explain why pipeline actually happened What’s working to build pipeline in 2026 (micro events, in-person, fewer but higher-quality interactions) How AI has changed outbound and why most “good” outreach now blends into noise Why forecasting improves when teams track buyer behavior, not seller activity How to use social listening (peer conversations) to create content that actually drives engagement If you’re trying to use content to drive more engagement, more conversations, and more pipeline, this episode is packed with practical ways to do it. 🔗 RESOURCES: Book a [FREE] 1:1 Revenue Visibility Assessment to learn where your key data gaps are. [Schedule Your Session] We’re opening our Q2 cohort for the 14-Day Revenue Visibility Diagnostic, designed to help GTM teams understand what’s actually driving pipeline, where measurement breaks down & what to fix going into Q2. [Book a call to see if you’re a fit] Follow Amber on LinkedIn Follow Matt on LinkedIn Check out the amazing stuff Sales Assembly is doing – This episode is powered by Passetto . If your pipeline & revenue dashboards aren't giving you straight answers, you're in good company. Most GTM teams simply don't have the visibility to understand what's truly driving pipeline and revenue, what's slowing them down, or where to focus next.
You asked, we're answering. In this listener Q&A episode, Amber and Carolyn tackle the hard questions GTM leaders are wrestling with behind closed doors…from broken attribution models to navigating organizational resistance when you're trying to drive real change. In this episode: Real talk on entrepreneurship: the wins, the loneliness, and knowing when to walk away Navigating organizational resistance when you're championing change Why being in the top 5% of GTM leaders means accepting you're always pushing uphill Why first-touch and last-touch attribution keep haunting you (and how to finally escape) How to get executive buy-in when everyone's comfortable with the status quo Why deals from different sources have wildly different ACVs and win rates The systematic reality of revenue generation, and why singular attribution models completely miss it This isn't surface-level advice. Amber and Carolyn are in the trenches daily with CROs, CMOs and RevOps leaders, rearchitecting go-to-market strategies and challenging sacred cows. We’re bringing real examples to this convo, honest reflections about entrepreneurship, and zero sugarcoating about what separates companies that evolve from those that don't. Keep sending your questions. We want to hear your hot takes, especially if you disagree with what we’re saying. 🔗 CTAs & LINKS: Get the visibility and strategic priorities your GTM team needs to move decisively. Book your 14-Day Sprint . Register for our upcoming Virtual Workshop Book a free 1:1 Revenue Visibility Assessment to diagnose your data gaps Follow Carolyn on LinkedIn Follow Amber on LinkedIn – This episode is powered by Passetto . If your pipeline dashboards aren't giving you straight answers, you're in good company. Most GTM teams simply don't have the visibility to understand what's truly driving pipeline and revenue, what's slowing them down, or where to focus next. Passetto changes that. In just 14 days, our Sprint gives you full-funnel visibility, clear answers about what's working and what isn't, and a focused set of strategic priorities to accelerate pipeline creation and align your teams immediately.
Most marketing and revenue leaders know their data model is flawed. The elite ones actually architect something new. This is how. This episode is part of a 5-part series exploring the journey B2B revenue leaders take from reactive chaos to finally understanding, measuring, and transforming their entire Revenue Factory. Each stage represents a critical inflection point and the exact moments that separate leaders who consistently hit targets and drive real, provable results. This episode explores Stage 4: Architecting Transformation—where you shift from recognizing what's broken to designing what comes next. This is where transformation moves from concept to practice. What We Cover in This Episode: The two realizations that trigger readiness for transformation: understanding the career-ending cost of staying in a broken system AND seeing lived proof of what's possible when you rebuild The 4 core elements your new data model MUST have: removing department silos, multi-dimensional tracking, the new GTM stages, and unified metrics with separate accountability Why the old Demand Waterfall model is structurally broken and what the Engage → Prospect → Pipeline framework unlocks How to operate GTM like a relay race instead of siloed teams competing for credit The exact business case framework to get leadership buy-in (including how to quantify the revenue you're leaving on the table) Build vs. buy: Understanding the "Time Tax" and why elite teams move 4–5x faster with proven frameworks The 3 critical mistakes that kill transformation before it even starts and how to avoid them This is the episode for every revenue, marketing, or GTM leader who has ever thought: "I know what needs to change, but I don't know where to start" "How do I get leadership to invest in this transformation?" "What does the new model actually need to look like?" Stage 4 is where you become the architect of your own transformation. This is where you stop talking about change and start building it. 🔗 CTAs & LINKS: Get the visibility and strategic priorities your GTM team needs to move decisively. Book your 14-Day Sprint . Register for Passetto's upcoming virtual events Book a free 1:1 Revenue Data Assessment Follow Carolyn on LinkedIn – This episode is powered by Passetto . If your pipeline dashboards aren't giving you straight answers, you're in good company. Most GTM teams simply don't have the visibility to understand what's truly driving pipeline and revenue, what's slowing them down, or where to focus next. Passetto changes that. In just 14 days, our Sprint gives you full-funnel visibility, clear answers about what's working and what isn't, and a focused set of strategic priorities to accelerate pipeline creation and align your teams immediately.
In this episode, Carolyn and Amber break down a real-world case study of a $25M ARR enterprise SaaS company in a highly regulated industry that came to Passetto with strong teams, active demand, and declining win rates...but no reliable way to explain the genetic makeup of their deals or prove how marketing influenced revenue. We break down what surfaced during a 14-day analysis: why most opportunities had no clear lineage, how underperforming channels like paid search were absorbing spend without driving meaningful conversion, and how marketing influence effectively disappeared once deals entered the sales cycle. Most importantly, we share how rebuilding visibility across the funnel can turn win rate into a controllable lever, and why we estimate this shift alone could unlock ~$1M in incremental revenue, without increasing pipeline volume, budget, or headcount. We break down the insights their team uncovered: Why 80% of opportunities ($3.5M) had no explainable lineage, making pipeline creation effectively invisible Why paid search underperformed by driving low-intent traffic instead of pipeline-ready buyers How marketing influence dropped to near zero in late-stage deals, leaving active opportunities unsupported Why win rate, not pipeline volume, was the primary revenue constraint How improving visibility alone created a clear, estimated ~$1M revenue upside using the existing pipeline and budget This episode shows how a clear view into what actually drives revenue became a forcing function for action, giving this team’s leadership the confidence to move fast, fix foundational gaps, and use the findings as a business case for planning the first two quarters of 2026. 🔗 CTAs & LINKS: Get the visibility and strategic priorities your GTM team needs to move decisively. Book your 14-Day Sprint . Register for Passetto’s upcoming virtual events Book a free 1:1 Revenue Visibility Assessment Follow Carolyn on LinkedIn Follow Amber on LinkedIn – This episode is powered by Passetto. If your pipeline dashboards aren’t giving you straight answers, you’re in good company. Most GTM teams simply don’t have the visibility to understand what’s truly driving pipeline and revenue, what’s slowing them down, or where to focus next. Passetto changes that. In just 14 days, our Sprint gives you full-funnel visibility, clear answers about what’s working and what isn’t, and a focused set of strategic priorities to accelerate pipeline creation and align your teams immediately.
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