GTM Live

Why It's Time to Bury the MQL – With Jon Miller, the Marketo Co-Founder Who Helped Popularize It

Jon Miller co-founded Marketo, the company that helped turn MQLs, lead scoring, and the demand waterfall into the operating system of B2B marketing. Now he's the one telling you to throw most of it out.When Jon did the same playbook at Demandbase that worked brilliantly at Marketo, it flopped. That failure changed how he thinks about almost everything.In this conversation, Carolyn sits down with Jon, co-founder of Marketo and Engagio (which merged with Demandbase), to dig into why the traditional B2B marketing playbook stopped working, what brand actually does for demand gen that most teams never account for, and what a modern measurement framework should look like in 2026. What we cover:Why the same playbook that worked at Marketo failed at DemandbaseWhy MQLs aren't inherently bad, but how they became a game most marketing teams were rigging without realizing itThe case against marketing-sourced vs. sales-sourced attribution (and why it breaks the teamwork you need to win)What a modern CMO dashboard should actually includeWhy the buying process is chaotic and nonlinear and why treating it like a simple funnel has always been the wrong modelHow AI is finally making true 1:1 personalization across millions of buyers possible The one question to ask your CFO socratically that will reframe the entire conversation about brand ROIThis episode is an absolute MUST listen for any marketing leader or revenue operator who knows something is broken but keeps hitting a wall trying to fix it.🔗 RESOURCES:🎥 ⁠⁠The GTM Factory Framework Explained⁠🎥 ⁠9 Metrics Every B2B SaaS GTM Team Needs to Track⁠Passetto's April sprint cohort is almost full. 2 weeks. A complete marketing and pipeline audit. Real GTM clarity before Q2 hits. ⁠[Work With Us]⁠Book a [FREE] 1:1 Revenue Visibility Assessment to find out why you can't answer the pipeline questions that matter most. ⁠[Schedule Your Session]⁠⁠⁠Follow Carolyn on LinkedIn⁠⁠⁠Follow Jon 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.

What 4 Days in Florida Taught Us (AI, SEO, Product Marketing, Brand Investments & More)

This one's a little different. No guest, no agenda. Just Carolyn and Passetto co-founder Amber, recording live from Pompano Beach after four days at the Above the Fold conference in Fort Lauderdale, Florida. They unpacked everything they took away from the event: the conversations that stuck, the moments that shifted how they think about Passetto, and the stuff that made them want to flip a table.What we cover:Why showing up in person hits completely different and how four days in Florida generated more strategic clarity than months of Zoom callsThe AI use cases that actually impressed them (and why most AI content is a race to the bottom)What Gaetano DiNardi and Jess Cook taught them about content, programmatic SEO, and why volume without expertise is killing small companiesThe Mojo PMM demo that made them rethink product marketing enablement entirelyWhy attribution is still the default answer to "how do you measure marketing" and why that's a problemThe ex-Amazon CMO who said marketing doesn't need to do more, it needs to stop leaking revenue (and what that means in practice)The light bulb moment about what Passetto customers actually need help with (hint: it's not just the analytics)Their live appearance on the Notorious B2B show and some light beef that turned into a fun conversationRaw, unfiltered, and recorded before Carolyn had to catch her flight. 🔗 RESOURCES:🎥 Want to see how we approach GTM measurement? Watch our GTM Factory Framework on YouTube.Spots are open for Passetto's April sprint cohort. It's a 2-week marketing and pipeline audit designed to give GTM teams real clarity before Q2 ⁠[Work With Us]Book a [FREE] 1:1 Revenue Visibility Assessment to find out why you can't answer the pipeline questions that matter most. [Schedule Your Session]Follow 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.

“If Attribution Worked, Nobody Would Fight About It” – with Matthew Sciannella

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 insteadThe 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 seenHow AI is disrupting outbound and why scaling a broken motion with AI just makes it worse fasterWhy companies with messy data are the ones struggling most to make AI work for themThe case for measuring brand spend against contribution margin instead of source or attributionWhy fundamentals (e.g. in-person, intentional outreach, real buyer research) are making a comeback in the age of AI noiseIf your pipeline dashboards aren't giving you straight answers, this episode is a good gut check on where to look first.🔗 RESOURCES:Spots are open for Passetto's April sprint cohort. It's a 2-week marketing and pipeline audit designed to give GTM teams real clarity before Q2 [Work With Us]Follow Carolyn on LinkedInFollow Matt on LinkedInBook a [FREE] 1:1 Revenue Visibility Assessment to find out why you can't answer the pipeline questions that matter most. Schedule Your Session—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.

Why Sales + Marketing Credit Wars Are a Scorecard Problem (Not a People Problem) — with Matt Green

🎟️ Join our Live Workshop on Feb 11: The KPIs every marketing team needs to measure to understand their real influence on pipeline. Save your seat here. Replay included. In this episode of GTM Live, Amber sits down with Matt Green, Co-Founder and CRO of Sales Assembly, to talk about what’s actually working in GTM right now, and why so many teams are stuck debating the wrong things.They start with the real root cause of credit wars: marketing and sales are fighting because they’re measured on competing scorecards. Matt makes the case for a simpler model around shared revenue accountability, and why the attribution debate gets a lot quieter when the business is closing deals.Episode highlights:Why credit wars between sales and marketing are a scorecard problem, not a people problemHow competing KPIs quietly reinforce “sales-sourced vs marketing-sourced” debatesWhy attribution can’t explain why pipeline actually happenedWhat’s working to build pipeline in 2026 (micro events, in-person, fewer but higher-quality interactions)How AI has changed outbound and why most “good” outreach now blends into noiseWhy forecasting improves when teams track buyer behavior, not seller activityHow to use social listening (peer conversations) to create content that actually drives engagementIf you’re trying to use content to drive more engagement, more conversations, and more pipeline, this episode is packed with practical ways to do it.🔗 RESOURCES:Book a [FREE] 1:1 Revenue Visibility Assessment to learn where your key data gaps are. [Schedule Your Session]We’re opening our Q2 cohort for the 14-Day Revenue Visibility Diagnostic, designed to help GTM teams understand what’s actually driving pipeline, where measurement breaks down & what to fix going into Q2. [Book a call to see if you’re a fit]Follow Amber on LinkedInFollow Matt on LinkedInCheck out the amazing stuff Sales Assembly is doing–This episode is powered by Passetto. If your pipeline & revenue 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.

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 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.