GTM Live

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 an LLM: entity association, AKA the model's pre-existing, trained-in belief that you belong in a category. It takes months, sometimes years, to build. No schema markup or "LLMs.txt" trick shortcuts it.
Then they go after the citation obsession running the GEO conversation. Gaetano has clients getting cited constantly and still not getting recommended, because a citation and a recommendation aren't the same thing.
Topics covered:
Why GEO is a category eligibility problem, not an SEO ranking problem
What "entity association" is, how long it realistically takes to build, and why some brands shouldn't even try yet
The citation myth: why getting cited everywhere doesn't mean getting recommended, and why the "95% third-party" stat is misleading
What it actually takes to get recommended by name when a buyer asks an AI tool for a shortlist
Why top-of-funnel content is dying on owned domains and moving to "rented land" (YouTube, LinkedIn, Substack)
Who should prioritize SEO/GEO right now, and who's still too early to bother

Skip to 47:00 to watch a live walkthrough: Gaetano reverse-engineers a ChatGPT recommendation in real time, asking it directly how it landed on an answer and which sources it actually pulled from.
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Measure marketing beyond leads and last-touch attribution.
Passetto unifies CRM and marketing data into one clean, governed model, to finally help marketing leaders measure the KPIs they actually need.
See how marketing influences pipeline, how marketing changes win rates and deal size, which programs are actually working, and where to invest next. Then query it all through AI, on demand.
🚀 See what Passetto can show you → ⁠https://www.passetto.com/book-a-call⁠
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🔗 MORE FROM GAETANO
Follow Gaetano on LinkedIn: https://www.linkedin.com/in/officialg/ 
Subscribe to Gaetano’s Substack: https://marketingadvice.substack.com/ 
Work with Gaetano: https://marketingadvice.io/ 
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📹 B2B Marketing is Hard Until You Build Systems Like This: https://www.youtube.com/watch?v=ehJ1kEGgk0A 
📹 Why B2B Marketing Measurement is Broken: ⁠https://www.youtube.com/watch?v=Xv8MSmnAu3Y⁠
Subscribe to Passetto’s YouTube channel: ⁠https://www.youtube.com/@PassettoGTM⁠

✨ 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 performance, defend spend, and make decisions with conviction and real evidence..
It starts with an old mindset: that once a deal moves to sales, marketing's job is done. It's not. Marketing has a role throughout the opportunity cycle, but most teams are missing the data they need to understand what happens after handoff.
Sales activity is scattered across systems. Buying committees disappear from marketing's view. Critical fields are manually set or overwritten. And system migrations can wipe out the historical context you need to understand performance over time.
The result? Marketing is held accountable to pipeline and revenue numbers it can't fully explain.
Amber walks through a real client example: pipeline suddenly spiked, the CEO wanted to know why, and the marketing leader couldn't confidently answer. The problem wasn't a lack of data. It was what the data couldn't tell her.
What this episode covers:
The old mindset that convinces marketing its role ends at handoff and why that's increasingly dangerous
Why sales activity is one of the biggest untapped data sources for marketing
The buying committee data most marketing teams lose once an opportunity is created
Why manually set and overwritten CRM fields make seemingly simple metrics difficult to defend
How CRM and marketing automation migrations quietly destroy historical visibility
A real client story: a pipeline spike marketing couldn't confidently explain to the CEO
The specific CRM red flags to look for before building your next board narrative

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📹 B2B Marketing is Hard Until You Build Systems Like This: https://www.youtube.com/watch?v=ehJ1kEGgk0A 
📹 Why B2B Marketing Measurement is Broken: ⁠https://www.youtube.com/watch?v=Xv8MSmnAu3Y⁠
Subscribe to Passetto’s YouTube channel: ⁠https://www.youtube.com/@PassettoGTM⁠
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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

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