GTM Live

JUST LAUNCHED: Go beyond outdated marketing measurement and static dashboards. Get better answers and explore performance yourself through AI with Passetto's MCP. Learn more → https://www.passetto.com/marketing-analytics-mcp Every marketing leader is under pressure to adopt AI. And one of the most obvious places to start is reporting, analysis, and marketing KPIs. Just connect your CRM and mar...

Learn how to use AI to answer the marketing questions that actually matter. Join our free live Masterclass → https://www.passetto.com/ai-marketing-kpi-masterclass Showing up in AI search isn't a ranking game. It's a category-level eligibility problem. In this episode, Carolyn and Amber sit down with Gaetano DiNardi, the GOAT of SEO, to break down what actually gets a brand recommended by a...

✨ Join our FREE upcoming Masterclass – Board-Ready Marketing KPIs with AI: https://www.passetto.com/ai-marketing-kpi-masterclass Marketing is increasingly accountable for revenue while being asked to rely on data it doesn't control and often can't validate. In this episode, Amber breaks down the main revenue data blind spots that often undermine marketing's ability to explain performa...

The problem with marketing is that so many teams think their job ends when a lead becomes an opportunity. The highest-performing GTM teams know that's where the REAL work begins. In this episode, Amber sits down with Aviv Canaani, CRO at Datarails, to unpack how the company transformed from a 90% outbound sales motion into a scalable revenue engine powered primarily by inbound demand. Rather t...

There's an instinct every marketing leader is trained to have: fight for credit on pipeline. The best CMOs have realized it's exactly what's holding them back. In this episode, Carolyn breaks down the behavioral traits that separate the best CMOs from everyone else — the patterns she sees every day working with marketing leaders across B2B SaaS. Rather than another set of tactics or a...

The biggest problem with most ABM programs isn't execution, it's that they try to personalize at scale before they truly understand their buyers. Everyone wants the results of account-based marketing. Few organizations build the foundation required to make it work. In this episode, Carolyn sits down with Steve Armenti, former ABM leader at Google and founder of Twelfth Agency, to unpack on...

In this episode, Carolyn sits down with Liam MacCormack, a fractional head of growth who's spent years in the weeds of B2B paid search, to unpack why the channel keeps burning B2B budgets and what to do about it. They get into the market forces making paid search harder than ever: rising CPCs, zero-click search, and agencies still optimizing like it's 2015. Then they go tactical on a real...

📅 RSVP For Our Next Live Workshop on July 15: How To Run ABM and Outperform 10X Larger Programs The MQL is marketing's worst open secret. Everyone in the room knows the number is gamed. The leads are low-intent, the scoring is guesswork, and the pipeline isn't growing. Yet marketing keeps getting graded on the one metric nobody actually trusts. In this workshop, Carolyn and Amber sit down...

The marketing funnel you've built your whole strategy around? It never described how people actually buy. It was a tidy oversimplification, and in a world of zero-click search and AI-saturated channels, it's never held up worse. In this episode, Amber sits down with Udi Ledergor — Gong's first marketer, now Chief Evangelist, author of Courageous Marketing, and the guy who ran a Super B...

📹 NEW on YouTube: Ultimate Guide to Marketing Measurement in 2026 There's no excuse left for not knowing what's driving revenue. The tools are here. The data is here. Operating without the answer has crossed from forgivable into malpractice. In this episode, Carolyn and Amber get into the marketing measurement problem every marketing leader is living with, and the reason it never gets sol...

In this episode, recorded out in the New Mexico desert at ChiliPalooza, Jordan Crawford makes a blunt case to B2B SaaS: the methodologies you built your career on are about to age out, and the only way through is to get your hands on Claude Code. Jordan's spent his whole job lately doing one thing: teaching clients to work with AI. And what he's found cuts against almost everything sales a...

You can't be a great marketer if your nervous system is stuck in survival mode. If you're a marketing leader, you know the feeling. The 12AM Slack from the CEO. The “where's-the-pipeline?” question that never goes away. The low-grade anxiety running underneath every campaign, every board deck, every quarter. In this episode, Carolyn and Amber connect the inner game to the measurement p...

📹 NEW on YouTube: MQLs are Dead. Here’s What B2B Marketers Should Track Instead You can't be a great marketer if your best work doesn't show up in your data. If you're a marketing leader, you've spent years being measured by "Marketing Sourced" pipeline and revenue. And you've spent just as long watching your other work — your influence, your perception-shaping, your...

Every B2B marketer knows the funnel concept is broken. Yet that same model your team is being measured on right now was invented in 1898, and it's surviving because nobody at the top has been given permission to use anything else. Carolyn and Amber react to a recent article in Adweek from Professor Mark Ritson, where he calls the funnel the "cockroach of marketing concepts", a 128-ye...

📹 NEW on YouTube: 5 Quick Ways to Fix Your B2B Marketing Tracking In this episode, Carolyn and Amber get into the data paralysis that's stalling most GTM teams right now, and why waiting for perfect data is just a slower way of doing nothing. They walk through a real client case study on fast-closing pipeline, what it revealed about where marketing actually has leverage, and why that answer l...

🗓️⁠ ⁠ REGISTER⁠ for our April 22 webinar “The Rise and Fall of the MQL” with guest Jon Miller (cofounder of Marketo) In this live community episode, Carolyn and Amber break down two of the most common RevOps setups that make it nearly impossible for marketing to understand its own performance, and why most teams don’t realize how bad the problem is until leadership starts asking questions nobody c...

🗓️ 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...

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...

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...

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 ta...

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 u...

🎟️ 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 wi...

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 organiza...

Most marketing and revenue leaders know their data model is flawed. The elite ones actually architect something new. This is how. This episode is part of a 5-part series exploring the journey B2B revenue leaders take from reactive chaos to finally understanding, measuring, and transforming their entire Revenue Factory. Each stage represents a critical inflection point and the exact moments that se...

In this episode, Carolyn and Amber break down a real-world case study of a $25M ARR enterprise SaaS company in a highly regulated industry that came to Passetto with strong teams, active demand, and declining win rates...but no reliable way to explain the genetic makeup of their deals or prove how marketing influenced revenue. We break down what surfaced during a 14-day analysis: why most opportun...