Q&A: Your Biggest GTM Questions Answered (Attribution, Executive Buy-In, Change Management & More)

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

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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.

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.