GTM Live

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 and marketing teams currently do.
What this episode covers:
Why the constraint on building things isn't budget or headcount anymore, it's imagination
The SDR question every revenue leader is asking today: we went all-in, we see the volume, and we don't know what's working...so now what?
How Jordan rebuilds prospecting strategies from what customers actually did, not what a rep thinks they want
Why being wrong fast and cheap beats being right slowly: "you can beat any grandmaster if you get two moves to their one"
The truth about a sloppier world, and why polish is no longer the point
Why the gap between people who are great at this and people who are bad at it comes down to how you think, not skill
Why the "graybeards" built on ten-year-old playbooks are going away, and what replaces them

The people who get in the tool will build things the graybeards can't imagine. The ones who don't will spend the next few years explaining a methodology nobody's buying.
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🔗 MORE FROM JORDAN
⁠Follow Jordan Crawford on LinkedIn⁠
⁠On the Edge by Blueprint⁠ (Jordan’s Substack)
⁠Blueprint⁠ – AKA the OG GTM Engineer
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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]

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 problem. The anxiety marketers carry isn't a personal failing. It's the tax you pay for being judged by numbers that miss your real contribution: shaping how the market perceives you, long before anyone fills out a form.
And here's what nobody in GTM is actually talking about: you cannot build the future you want while your body is locked in defending the present. Your brain chemistry doesn't know the difference between the meeting you're dreading and the one that's already over — it reacts the same way to both. And when you live in that state, you can't create. You can only react.
What this episode covers:
The breakthroughs from both Amber and Carolyn’s recent vacations
Why so many B2B marketers are operating from low-grade panic, and why it’s costing them their best work
How belief and brain chemistry shape what you're able to create, and why you have to embody the outcome before it shows up
Why marketing's real job is shaping brand perception in-market, and why traditional KPIs can't see that work
How to use zero-party data — what customers tell you directly — to inform the customer journey instead of guessing from last-touch behavior
Three books that reshaped how Carolyn thinks about wealth, awareness, and building a future you can't yet see: Happy Pocket Full of Money, The Power of Awareness, and Dr. Joe Dispenza's Becoming Supernatural

If you're a marketing leader tired of doing your best work from a place of panic, and tired of watching it disappear into numbers that can't measure it, this one's for you.
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Want answers now?
🔎 The fastest way to understand how marketing is driving pipeline and revenue → All your data, connected, so you can see what’s working and what to do next.
[Get your full pipeline & revenue breakdown in 2 weeks]
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Not ready for that yet?
🎯 Understand why it’s been so hard to see what’s working → We’ll show you where your visibility breaks and why your current KPIs can’t answer these questions.
[Apply for a 1-hour marketing KPI assessment]
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📹 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 role inside active deals — get written off as fluffy or unmeasurable. 
A marketing function that can only point to sourced pipeline is telling leadership one thing: we're only good at the last mile: demand capture. But there's a proven way to turn marketing influence into a hard, defensible number — one that proves real business impact and real revenue results to your CFO and board.
What this episode covers:
The industry shift toward perception marketing and creating the conditions for buyers to choose you, and why traditional KPIs can't see it
Why the engagement and awareness stage is far longer than most marketing teams realize
How to measure marketing's role inside active sales cycles, not just at the top of the funnel
The cohort analysis every marketing leader should be running: opportunities with marketing engagement vs. those without, and what win rate, sales cycle length, and deal size reveal about your real contribution
How TOFU work compounds into pipeline velocity across the full lifecycle
How to show up as a value creation partner to the rest of the business, not just a lead-gen function

If you're a marketing leader tired of watching your best work disappear into someone else's pipeline number, this one's for you.
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Want answers now?
🔎 The fastest way to understand how marketing is driving pipeline and revenue → All your data, connected, so you can see what’s working, your real business impact, and where to double down.
[Get your full pipeline & revenue breakdown in 2 weeks]

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Not ready for that yet?
🎯 Understand why it’s been so hard to see what’s working → We’ll show you why your current KPIs can’t answer these questions.
[Apply for a 1-hour working session]
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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 KPIs to understand how they are driving pipeline and revenue across the full buyer journey, and where budget is being wasted.
Passetto changes that, giving marketing leaders the KPIs they need to act with confidence in today's B2B buying era.

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-year-old model that has outlived every attempt to replace it.
They break down why every critique fails to land, and why the real problem isn't the funnel. It's the classrooms teaching it, the boards demanding it, and the marketers who can't challenge it without risking their careers.
Topics covered in this episode:
Why a model from 1898 still anchors how B2B companies measure marketing in 2026
The gap between what the funnel was designed to do (a market snapshot) and what it's used for (SQL-to-opp conversion, MQL targets)
Why every "funnel is dead" critique fails to kill it, and who actually keeps it alive
The Amazon "full funnel campaigns" moment, and what it says when even the best companies are still using the language
Why a snapshot in time tells you nothing about where to move budget, why CAC is up, or what to do when pipeline misses

If you've tried to kill the funnel inside your own org and watched it survive every conversation, this is the episode. The cockroach isn't the funnel. It's the system that keeps demanding it.
-----------------------------------------------------
Want answers now?
🔎 The fastest way to understand what’s actually driving pipeline and revenue → All your data, connected, so you can see what’s working and what to do next.
[Get your full pipeline & revenue breakdown in 2 weeks]
-----------------------------------------------------
Not ready for that yet?
🎯 Understand why it’s been so hard to see what’s working → We’ll show you where your visibility breaks and why your current model can’t answer these questions.
[Apply for a 1-hour working session]
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🎥⁠ JOIN our Weekly Recordings on Wednesday at 1pm ET / 10am PT: [RSVP for GTM Live]
-----------------------------------------------------
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.

📹 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 looked completely different market by market.
Topics covered:
Why "decision-grade" data beats perfect data every time, and what it actually means to have it
Why the instinct to run more campaigns when pipeline is down is often exactly the wrong move
How to reverse-engineer your fastest-closing deals to find where marketing actually has leverage
The AI analytics problem nobody is talking about: hallucinations in your data, and why you need a serious validation process before you trust any output
How a $60M sales-led company should think about finding their marketing levers when they're building the function from scratch

If your team keeps getting pulled into data rabbit holes instead of moving the needle, this is a must-listen. The best companies don't track everything. They pick something and go prove it works.
-----------------------------------------------------
Want answers now?
🔎 The fastest way to understand what’s actually driving pipeline and revenue → All your data, connected, so you can see what’s working and what to do next.
[Get your full pipeline & revenue breakdown in 2 weeks]
-----------------------------------------------------
Not ready for that yet?
🎯 Understand why it’s been so hard to see what’s working → We’ll show you where your visibility breaks and why your current model can’t answer these questions.
[Apply for a 1-hour working session]
-----------------------------------------------------
🎥⁠ JOIN our Weekly Recordings on Wednesday at 1pm ET / 10am PT: [RSVP for GTM Live]
-----------------------------------------------------
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.