Most companies are flying blind at the most important stage in revenue creation. Decisions get made on gut feel, data lives in silos, and leaders can’t answer the simplest question: what’s really working, and what’s not?

On this episode of GTM Live, Carolyn and Trevor are joined by their new co-host Amber Williams, Head of Revenue Operations at Passetto, to unpack why GTM leaders need to treat revenue like a science – bringing structure, data, and predictability to the go-to-market engine.

The hosts dive into why leaders often make decisions based on instinct instead of data, how poor data architecture creates hidden risks for growth, and why building visibility into every stage of the funnel is critical for confident decision-making.

The team also tackles the cross-functional blame game—why marketing and sales point fingers over handoffs and lead quality when the real problem is a lack of shared visibility. Without a unified view of the pipeline, every GTM function is forced to defend itself in silos instead of solving the bigger issue together.

Key moments in this episode:

[03:15] Why “more tech” in 2025 doesn’t mean more clarity
[08:42] The pipeline black box and what RevOps needs to uncover
[16:30] Why gut-driven GTM decisions break down at scale
[22:05] The hidden cost of poor data architecture on growth and trust
[31:47] How systematic revenue visibility transforms executive decision-making

This episode is powered by Passetto, a GTM advisory and software company with a solution that eliminates the Pipeline Black Box™, the critical data hidden inside every GTM engine where leaders are flying blind when it matters most.

Lessen uit de stoïcijnse filosofie over topsport én het leven, met topschaatser Mark Tuitert

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