GTM Live

What a SaaS CMO and VP of RevOps Found Hiding in Their Own Data

🗓️ REGISTER for our April 22 webinar “The Rise and Fall of the MQL” with guest Jon Miller (cofounder of Marketo)In this episode, Carolyn and Amber break down a real-world case study of a SaaS company that came to Passetto with a mature business, an aligned GTM team, and a brand new VP of RevOps, but a data foundation that couldn't tell them what was actually driving their GTM motion or where it was breaking down.We break down what surfaced during a two-week Sprint: why one-third of 2025 revenue had no traceable source, what the data revealed about paid search ROI and where spend was underperforming, and how foundational data gaps were making it impossible to see marketing's role in active deals.We break down the insights we helped uncover for their team:Why 31% of revenue had no traceable source, and why that number was growing quarter over quarterPaid search was driving far more pipeline than anyone realized, but not all campaigns were pulling their weight, and the gap between the best and worst performers was significantWhy win rate dropped QoQ and what the data revealed about rep ramping and opportunity creation inconsistencyHow inbound hand raisers were the only motion getting more efficient: 3X pipeline growth with win rates hitting 52% in their core industryWhy gaps in how activity was being tracked made it nearly impossible to see marketing's influence on active dealsThis episode shows how a team that was already winning used a clear diagnostic to get ahead of the measurement gaps before growth slowed down, and left with a roadmap to build the foundation their next stage of growth will actually require.-----------------------------------------------------🔗 RESOURCES:📊 2-Week Marketing KPI Sprint: Passetto's flagship engagement. We connect your MAP and CRM and show you exactly what's driving your pipeline and revenue, and where it's breaking down. [Book Your Sprint]Revenue Visibility Diagnostic: A free 1:1 workshop for GTM leaders who want to know exactly where their data foundation is failing them. [Schedule Your Spot]-----------------------------------------------------🎥 NEW on YouTube: Attribution for SaaS Marketing: What Actually Works (And What Doesn't) -----------------------------------------------------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.

Why Most Marketing Leaders Can't Prove Their Revenue Impact [Workshop Recording]

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.

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.