GTM Live

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 wayWhat's happening between lead creation and opportunity creation, and why nobody's tracking itThe GTM factory model: three stages, and the specific data that lives in each one that changes how you read performance entirelyWhy the demand waterfall is more than 20 years old and what it's actually costing you to keep operating inside itWhere most companies are flying blind in their GTM motion, and the specific data points that fix itHow 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-founder of Marketo and Engagio and former CMO of Demandbase, rethinks the playbook he helped create. He explains why MQLs and funnel thinking broke, how brand and account engagement actually move pipeline, and why modern measurement, cross-functional teamwork, and AI-driven 1:1 personalization are the future of B2B marketing.

Two marketers debrief four days at a conference and the candid moments that reshaped their thinking. They debate event ROI and why in-person energy can unlock faster strategy. AI use cases that actually work versus volume-driven content are explored. They question attribution, highlight measurement limits, and discuss fixing revenue leaks and sharpening product messaging.

Matthew Sciannella, VP of Innovation at Refine Labs and demand-generation expert, explains why attribution falls short and advocates for incrementality testing. He discusses why better product marketing drives demand, how AI can amplify bad motions, and why clean data and fundamentals like thoughtful outreach matter more than noisy metrics.

Matt Green, Co-founder and CRO at Sales Assembly and active front-line seller, explains why sales vs marketing credit fights come from competing scorecards. He argues for shared revenue accountability. The conversation covers attribution limits, buyer‑centric forecasting, AI’s effect on outreach, and why micro in-person events and social listening are cutting through noise.

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 awayNavigating organizational resistance when you're championing changeWhy being in the top 5% of GTM leaders means accepting you're always pushing uphillWhy 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 quoWhy deals from different sources have wildly different ACVs and win ratesThe systematic reality of revenue generation, and why singular attribution models completely miss itThis 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 WorkshopBook a free 1:1 Revenue Visibility Assessment to diagnose your data gapsFollow Carolyn on LinkedInFollow 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.

The discussion dives into transforming flawed data models into effective systems. Leaders need to recognize the high stakes of inaction and witness successful case studies to catalyze change. Key insights include building a unified data framework, breaking department silos, and adopting new funnel stages. The hosts emphasize collaboration akin to a relay race and reveal how to secure leadership buy-in by linking new models to measurable outcomes. Mistakes to avoid during transformation are highlighted, alongside the importance of incremental implementation.

A $25M SaaS company faced declining win rates and revenue visibility challenges, revealing that 80% of pipeline opportunities had no clear lineage. Paid search was misconfigured, attracting low-intent traffic which wasted budget. The team discovered marketing's influence diminished in late-stage deals, creating a pivotal gap. By improving visibility across the funnel, they projected a potential uplift of ~$1M in revenue without additional spending, proving the importance of clear data for decision-making and revenue strategies.

Leaders face a critical breaking point when they realize their data model is flawed, not their effort. Constant scrutiny and dodgy reporting can lead to burnout, but shifting focus to systemic challenges reveals the path to revenue clarity. A triangle of activity rewards, urgent culture, and risk aversion often keeps teams stuck. Top performers measure the entire customer journey, transforming chaos into a repeatable pipeline. It's a call to redefine data needs and commit to actionable change for lasting success.

The discussion dives into the chaos of QBRs, highlighting how they often feel like fire drills for revenue teams. The struggle to connect activities to actual ROI causes pressure and burnout. Carolyn reveals the hidden costs of poor data practices and the dangers of outdated GTM models. Key insights include the importance of tying contacts to opportunities and making a mindset shift towards data transparency. The conversation emphasizes the need for a solid data architecture to enhance leadership credibility and drive future success.