Carolyn Dilks, founder of Passetto and four-time Head of Marketing who fixes go-to-market engines, walks through the pipeline black box and why MQLs mislead teams. She spotlights tracking triggers, qualification rates, and time-to-pipeline. Short, actionable fixes for boosting meeting-to-pipeline conversion and unifying metrics are discussed.
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insights INSIGHT
The Demand Waterfall Is Outdated
The traditional demand waterfall is outdated for today's buyers and buying paths.
Carolyn Dilks says measurement must evolve because buyers research and engage before becoming prospects.
insights INSIGHT
MQLs Mislead Without Context
MQLs are a poor standalone metric because most leads are not in-market.
Carolyn Dilks notes MQL conversion to opportunity is often only 1–2%, so MQLs mislead ROI decisions.
insights INSIGHT
What The Pipeline Black Box Hides
The 'pipeline black box' is the untracked gray area between lead and opportunity.
Carolyn Dilks explains millions of activities occur there across teams and tools but aren't stitched together for analysis.
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Are you struggling to measure the true impact of your marketing metrics and drive real B2B growth? If your team is still over-indexing on old-school KPIs like MQLs, you could be dealing with what our guest calls the pipeline black box. In this episode, four-time Head of Marketing, Carolyn Dilks, is here to show you a simple win you can implement today to stop wasting resources and start qualifying high-quality pipeline.
Carolyn explains why the traditional demand waterfall model is archaic and introduces the critical "gray area" of the pipeline black box—the millions of untracked activities between a lead and an opportunity. You'll learn how to unify your pipeline and ditch vanity metrics for the ones that matter.
Discover how to solve this common problem:
Marketing Metrics: Why MQLs are a terrible standalone metric and what to track instead.
Pipeline Black Box: How to uncover the "trigger" that leads to actual opportunity creation.
B2B Growth: The fastest way to boost your meeting-to-pipeline conversion rates.
Process Fixes: How fixing a few underperforming activities can deliver huge results.
Our guest, Carolyn Dilks, is the founder of Passetto and comes with a wealth of knowledge on tracking and fixing broken go-to-market engines, having helped companies achieve a 157% win rate improvement.
Make sure to go visit Carolyn Dilks at passetto.com.
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Simple Wins 