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:
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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.
