GTM Live

📅 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 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
📹 How to Build a Killer GTM Strategy for B2B SaaS
📹 Ultimate Guide to Marketing Measurement
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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]
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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 Bowl ad and coined a category on the way to $500M in ARR.
Udi's argument cuts against the "hack-everything" reflex of modern GTM: brand isn't a vibe, it's trust, and trust is the only thing that makes a buyer go straight to you instead of crawling through a funnel.
What this episode covers:
Why brand comes down to one thing, trust, and how raving fans replace the funnel entirely
The unconventional bets behind Gong's brand: the Super Bowl spot, the bulldog, the 2021 enterprise rebrand
Why Courageous Marketing never mentions AI on purpose, and what makes a marketing principle timeless
The two-headed dragon: what actually fixes sales and marketing alignment (hint: do you know how your CRO takes their coffee?)
Why a marketing team not working from the same data as sales is committing a crime against its own company
How AI agents now prove marketing's hard impact

This episode unpacks exactly why the companies winning right now are the ones people demand their employer buy.
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🔗 MORE FROM UDI
📖 Grab a copy of Udi’s book Courageous Marketing 📖
Follow Udi on LinkedIn
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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]

📹 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 solved. Your rev ops team is skilled, but they're also buried keeping the lights on. And the build-vs-buy reflex defaults to "build," and nobody's counting what the wait actually costs you.
Both hosts have lived this from the inside: the end-of-quarter scramble, stitching opportunities together one by one, chasing reps to find out if a lead was ever even worked. They name why it keeps happening and what to do instead.
What this episode covers:
Why leaning on rev ops to fix marketing measurement rarely works and the real cost of waiting another 6-9 months
The build-vs-buy trap: why "best practice says build it" has become a dirty word when your job is on the line now
How the top 1% use AI to do what was never possible before, while everyone else just automates KPIs they already had
The hard metrics that actually move a board: win rate by account tier, sales velocity when marketing's involved, speed-to-lead, web-form conversion velocity
Why speed-to-lead is a marketing metric, not a sales one — and how quantifying revenue leakage unlocks budget and buy-in
How to walk into a QBR with two or three defensible numbers and a plan, instead of a "here's what marketing did" slide that lands as "so what?"
Finding your one real growth lever: is the problem before pipeline creation, or in your ability to close?

The leaders who break out of this don't wait for the data to magically come together. They show up with the few hard numbers their CFO and head of sales actually speak, and stop trying to prove their value every single quarter.
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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]

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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