GTM Live

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 than optimizing marketing and sales separately, Aviv shares why the entire funnel should be treated as one connected revenue system and how RevOps, automation, and marketing architecture make that possible.
In this episode:
Why marketing and sales should operate as one revenue engine
How Datarails shifted from 90% outbound to 90% inbound
Why the best marketers take bigger creative risks
How RevOps can automate the revenue engine, not just report on it
Why attribution has limits, and what leaders should measure instead
How AI is changing the future of GTM operations

If you're trying to create more pipeline, improve sales efficiency, or better align marketing and revenue teams, this episode will absolutely challenge how you think about building a modern GTM organization.
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🔗 MORE FROM AVIV & DATARAILS
Follow Aviv on LinkedIn: https://www.linkedin.com/in/avivcanaani/ 
Follow Datarails on TikTok: https://www.tiktok.com/@datarails 
Finance OS by DataRails: https://lp.datarails.com/ai-for-fpa-financeos

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🚀 FREE MARKETING MEASUREMENT AUDIT
Every quarter, you're defending marketing with data that hides most of its impact. You can't fix what you can't measure, and you can't defend what you don’t have evidence for. 
I built a Marketing KPI Audit that pinpoints exactly where you're blind across the buyer journey and recommends 3 priorities that will move the needle most.
I'm giving early access — email me at carolyn@passetto.com and I'll run yours personally.
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Subscribe to Passetto’s YouTube channel: https://www.youtube.com/@PassettoGTM 
📹 Why B2B Marketing Measurement is Broken: https://www.youtube.com/watch?v=Xv8MSmnAu3Y

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 borrowed playbook, she unpacks why the highest-performing CMOs let go of credit, obsess over data integrity, stop waiting on RevOps, and build a culture of making decisions from evidence instead of assumptions.
In this episode:
(01:45) Why the best CMOs let go of marketing credit and what they focus on instead
(07:33) Why a relentless commitment to data integrity is the foundation every good decision rests on
(09:55) How elite CMOs stop waiting on RevOps to hand them the numbers that matter
(14:45) Why the strongest leaders play offense and defense with their board at the same time
(19:55) How ruthless experimentation drives real breakout results
(27:12) Why nobody understands your buyer better than your own team
(28:56) What it actually takes to survive the mental grind of modern marketing leadership

If you're trying to prove marketing's impact, make sharper decisions with your data, or build the resilience to lead through constant change, this episode will challenge how you think about what it takes to be a great CMO today.
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🚀 FREE MARKETING KPI AUDIT
Every quarter, you're defending marketing with data that hides most of its impact. You can't fix what you can't measure, and you can't defend what you don’t have evidence for. 
I built a Marketing KPI Audit that pinpoints exactly where you're blind across the buyer journey and recommends 3 priorities that will move the needle most.
I'm giving early access — email me at carolyn@passetto.com and I'll run yours personally.
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📹 Ultimate Guide to Marketing Measurement in 2026: https://www.youtube.com/watch?v=d9yfdYi0X4I 
Subscribe to Passetto’s YouTube channel: https://www.youtube.com/@PassettoGTM

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 one of the biggest misconceptions in modern B2B marketing.
Together they explore why high-volume personalization is becoming less effective, why AI can't replace strategy, and why the highest-performing GTM teams build what Steve calls a "market of one", a deep understanding of every target account before scaling outreach.
You'll learn:
Why most ABM programs never create real demand
The hidden flaw in high-volume personalization
Why AI amplifies strategy instead of replacing it
How leading GTM teams build a 360° account view
The "market of one" framework for modern B2B growth

If your ABM strategy isn't producing the pipeline you expected, this episode may change what you believe the real problem is.
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The difference between guessing and knowing is almost always hiding in the data you already have.
In less than 30 days, Passetto builds the marketing measurement system that gives marketing leaders continuous visibility into what's driving pipeline and revenue—and the evidence to confidently make and defend their next investment decision.
🚀 Get started → https://www.passetto.com/book-a-call
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Check out Twelfth Agency: https://twelfth.agency/ 
Subscribe to Passetto’s YouTube channel: https://www.youtube.com/@PassettoGTM

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 client scenario — a high-ACV company that's switched agencies multiple times and still can't make it work — and what that reveals about when a channel is worth fixing versus when it's just draining spend.
Topics covered:
Why "you need to spend more on impression share" is the most seductive upsell in paid search, and the one metric that actually tells you if it's true
The profile of a company paid search works for, and the profile where it's a waste of money
Why paid search is a demand-capture channel, and what that means for how you budget it
How to know when to cut the channel, cut the budget in half, or let it run as a tertiary source
Why branded search is propping up most agency reporting, and the one question to ask to find out

If your paid search has been underperforming for quarters and the answer is always "give it more time," this one's worth your attention.
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🔗 LINKS + RESOURCES
📹 How to Survive B2B Marketing in 2026: https://www.youtube.com/watch?v=IlEqVWVuwdo
📹 How to Build a Killer GTM Strategy for B2B SaaS: https://www.youtube.com/watch?v=YFK9LvMslOc
📹 Ultimate Guide to Marketing Measurement in 2026: https://www.youtube.com/watch?v=d9yfdYi0X4I
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Marketing has evolved. Measurement hasn't. You're still running on a 20-year-old methodology that can't see most of the value you create.
Passetto’s 14-day Sprint fixes that — showing you where you're creating real value, where you're wasting effort, and which levers will actually drive your next stage of growth.
Your best work shouldn't die in data darkness.
Get your full pipeline & revenue breakdown in 2 weeks: https://www.passetto.com/book-a-call
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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 with Jon Miller to take apart the metric the entire B2B playbook still runs on and walk through anonymized customer data showing exactly what it costs. Hand raisers in this account converted 83X better than MQLs and qualified faster. The MQLs that didn't convert got worked for two months before anyone disqualified them. That's the drain nobody puts on a slide.
What this workshop covers:
Why the MQL became gospel and the moment a sound idea turned into a volume game sales learned to ignore
The gumball machine fallacy: why "more budget in, more pipeline out" assumes a linear process that buying stopped being years ago
Nonlinear buying, the dark funnel, and why one overwritten lead record erases the history you actually need
Real customer data: MQLs accounted for under 6% of pipeline while hand raisers drove 39% of closed-won revenue
Jon's three-tier lead model and why waiting for hand raisers alone forfeits first-mover advantage and your future pipeline
The KPI cheat sheet: pipeline velocity, brand-question surveys, post-sale revenue metrics, and the numbers a board actually speaks
What the shift means for your MarTech stack as AI moves orchestration from rules to reasoning

The leaders who get out from under the MQL don't kill it overnight. They layer in metrics their CFO and head of sales already recognize and stop defending volume that was never converting.
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🔗 LINKS + RESOURCES
📹 How to Survive B2B Marketing in 2026: ⁠https://www.youtube.com/watch?v=IlEqVWVuwdo⁠
📹 How to Build a Killer GTM Strategy for B2B SaaS: ⁠https://www.youtube.com/watch?v=YFK9LvMslOc⁠
📹 Ultimate Guide to Marketing Measurement in 2026: ⁠https://www.youtube.com/watch?v=d9yfdYi0X4I⁠
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Marketing has evolved. Measurement hasn't. You're still running on a 20-year-old methodology that can't see most of the value you create.
Passetto’s 14-day Sprint fixes that — showing you where you're creating real value, where you're wasting effort, and which levers will actually drive your next stage of growth.
Your best work shouldn't die in data darkness.
Get your full pipeline & revenue breakdown in 2 weeks: ⁠https://www.passetto.com/book-a-call⁠
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