Designing GTM Like a System with Dave Boyce of Winning by Design
This week on GTM Live, Carolyn sits down with Dave Boyce, Executive Chair at Winning by Design and longtime SaaS builder, to explore why GTM systems are breaking, and what modern companies must do differently to build for predictable, customer-centered growth.They dive into what Dave calls “the layers of sediment” that have built up over time, e.g. commissions, org design, reporting structures, and outdated dashboards, and why those legacy systems are misaligned with today’s buying behavior.They also talk about the real challenges CROs are facing right now: Deals are harder to win, old tactics aren’t working, and most GTM teams are stuck optimizing for the wrong outcomes.You’ll hear practical examples of what high-performing companies like Atlassian are doing differently, the importance of empathy in system design, and why the CEO—not just Sales or Marketing—needs to own this transformation.Together, they unpack why most GTM strategies break down. And it’s not because of effort, but because they lack system design.Key topics in this episode:The broken layers of GTM measurement, and why that era is overWhy commissions often reinforce short-term, self-interested behaviorWhy visibility across the full funnel/bowtie is essential for accountability and improvementThe "Andon Cord" concept from Toyota and what GTM can learn from itWhy the CEO must own GTM system design (and why FP&A is the ideal quarterback)What Atlassian does differently to align around the customer📣 Share this with an exec who still thinks GTM is a funnel.This episode is powered by Passetto. We help high-growth and equity-backed companies turn GTM data into better decisions, faster. We unify your GTM and financial data, identify your growth levers, and help you scale. Part SaaS, part advisory. Visit passetto.com.
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GTM Masterclass: How to Actually Measure GTM Performance in B2B SaaS
This week on GTM Live, Carolyn and Trevor walk through a practical, step-by-step breakdown of how companies should be measuring GTM performance—beyond the outdated funnel reports and measurement models that most teams are still relying on.This episode is structured like a mini masterclass: You’ll learn the real stages of the GTM revenue factory, what metrics to track at each one, and how to spot the signals that lead to qualified pipeline before opportunities even exist.They also cover how most common GTM measurement systems fail, and what leading companies are doing instead, and why this shift helps teams make better, faster decisions across Marketing, Sales, and RevOps.Whether you’re struggling to prove impact, spot performance issues early, or get your execs aligned on what’s actually driving growth—this one’s for you.Key topics in this episode:Why funnel reports and common Marketing metrics often give a false sense of progressThe disconnect between GTM activity and what leaders actually want to knowHow to rethink pipeline measurement and what metrics to rely on as your north starWhat high-performing companies are tracking at each GTM stageHow to evolve your dashboard into a true Revenue Command CenterThis episode is powered by Passetto. We help high-growth and equity-backed companies turn GTM data into better decisions, faster. We unify your GTM and financial data, identify your growth levers, and help you scale. Part SaaS, part advisory. Visit passetto.com.
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How to Get Real ROI from Paid Media (with Megan Bowen)
This week on GTM Live, Carolyn sits down with Megan Bowen, CEO of Refine Labs, to unpack why so many B2B companies are pouring budget into paid media, and still missing revenue targets.They break down what’s really going wrong: not too much paid media, but too much spend on a strategy that doesn’t convert. Pipeline is down. Revenue is down. And yet, the response is often to spend more, not better.You’ll hear why performance marketing often fails to deliver real outcomes, how misaligned KPIs drive bad decisions, and what separates newer, agile companies from legacy players still running outdated GTM playbooks.Megan shares insights from working with dozens of growth-stage companies and how leadership mindset, speed of iteration, and willingness to challenge old assumptions can make or break your demand strategy.If you’ve been trying to defend paid spend, or wondering why results are flat despite doing “all the right things”, this episode is for you.Key topics in this episode:Why paid media often fails to convert to pipeline or revenueThe difference between new-school and old-school GTM teamsWhy optimizing for MQLs leads to the wrong outcomesHow to rethink measurement for real demand captureWhat high-performing growth teams do differentlyThis episode is powered by Passetto. We help high-growth and equity-backed companies turn GTM data into better decisions, faster. We unify your GTM and financial data, identify your growth levers, and help you scale. Part SaaS, part advisory. Visit passetto.com.
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MUST LISTEN: The 9 Biggest GTM Dysfunctions in B2B SaaS
This week on GTM Live, Carolyn and Trevor unpack the 9 go-to-market dysfunctions quietly derailing growth at even the most ambitious B2B companies.They dig into why so many teams, despite big budgets, headcount, and tools, are still struggling to drive efficient growth. Spoiler: it’s not the people. It’s the system.You’ll hear why fragmented data, financial secrecy, and siloed ownership are causing misalignment across marketing, sales, finance, and CS. And what it takes to rebuild GTM as a unified, accountable system.Trevor breaks down the real role of RevOps (and why it’s failing in most orgs), while Carolyn makes the case for ditching vanity metrics and rethinking how you measure and invest in growth.If you’re questioning whether your CAC is sustainable or your GTM truly aligned, this one’s for you.Key topics in this episode:The 9 biggest GTM dysfunctions hurting growthWhy RevOps struggles to drive real impactHow to align GTM and finance on a shared data modelThe danger of over-investing in top-of-funnelWhy teams fix symptoms, not systemsWhat it actually takes to build a full-funnel growth engineThis episode is powered by Passetto.We help high-growth companies build the GTM system they should’ve had all along: measurable, connected, and built for real growth. We integrate your CRM, financials, and GTM data to uncover what’s working, what’s not, and what to do next.Part platform, part advisory. All about clarity.Learn more at passetto.com.
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The Ugly Truth About Pipeline (Real Talk for GTM Teams Running on Broken Systems)
This week on GTM Live, Carolyn sits down with Nick Flamini, host of the Sales Architecture Podcast, to explore the real reasons most go-to-market teams are still struggling—despite all the headcount, tools, and budget. They dig into the myth of “more BDRs = more pipeline,” and why most organizations are missing the data, architecture, and cross-functional alignment required to scale efficiently.Carolyn explains why “go-to-market bloat” is a symptom of deeper system issues, not bad people. She shares how Passetto is helping companies rethink how they connect marketing, sales, finance, and RevOps through a unified GTM data layer. Nick challenges the hype around AI in outbound, and the two unpack why trust, process, and measurement (not volume) are the levers that matter most.If you’ve ever questioned whether your CAC is actually sustainable, or felt stuck trying to prove marketing’s impact, this episode is your blueprint.Key topics in this episode:Why most CRM data is unusable, and what to do about itThe epidemic of go-to-market bloat and over-hiringHow AI is flooding outbound and eroding trustWhy finance must own more of GTM efficiencyThe trap of MQL targets and performance by teamWhat it takes to build a real full-funnel revenue factoryThis episode is powered by Passetto. We help high-growth and equity-backed companies turn GTM data into better decisions, faster. We unify your GTM and financial data, identify your growth levers, and help you scale. Part SaaS, part advisory. Visit passetto.com
GTM Live is a new evolution of Revenue Vitals by Chris Walker, now hosted by Carolyn Dilks & Trevor Gibson, Co-Founders of Passetto — a part tech, part advisory GTM agency for high-performing B2B SaaS companies.
This weekly live show is built for CEOs, CFOs & Revenue Leaders who know the current way GTM is executed & measured is broken, and are ready for something better.
We cut through the noise & ditch outdated playbooks. No fluff. No vanity metrics. Just honest, modern conversations about how to track & optimize GTM for what actually matters: unit economics, efficiency & long-term growth.
New Zealand