Inside the GTM Black Hole: Why Marketing Can't Prove Impact
Everyone’s trying to grow pipeline, but only few companies are measuring the part of GTM that actually creates it.This week on GTM Live, Trevor and Carolyn expose why the early-stage “signals” that actually drive pipeline are the ones most teams ignore.They dig into the real problem: teams aren’t tracking signals across the entire pipeline creation journey. Instead, they're relying on last-touch or deal source attribution that tells you nothing about what’s actually working. Trevor explains why so many GTM decisions are disconnected from cost and impact, while Carolyn shares why she believes most attribution reporting is a smokescreen.This episode makes the case for a new standard: tracking what prospects are engaging with before they hit a lead score or sales touches them, and tying that behavior to outcomes. If your prospecting motion isn’t part of your GTM analysis, you’re missing the whole story.Key topics in this episode:Why signal tracking before sales engagement is essentialThe cost of ignoring the prospecting stage in your GTM modelWhat deal source and lead attribution don’t tell youHow to connect early engagement to ROI and pipeline movementThe questions every GTM team should ask about efficiencyWhy companies are misreporting success to the board
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46:19
Why Your GTM Strategy Isn’t Working (Hint: Attribution, Data, and Unit Economics)
This week on GTM Live, Carolyn and Trevor dive into the messiness of go-to-market strategy: overspending on pipeline, bad attribution models, and why marketers are often stuck doing RevOps jobs.Carolyn breaks down the trap of chasing new logos without clear ROI, while Trevor shares how his IT-to-marketing journey led to launching Passetto to fix these exact issues. They get into why data architecture matters before building strategy, and how single-touch attribution is holding teams back.Stick around for listener Q&A, lessons learned from the trenches, and real talk on what actually drives growth.Key topics in this episode:Why most GTM strategies fall apart without strong data foundationsThe hidden cost of single-touch attributionWhat marketing leaders shouldn’t be doing (hint: RevOps)How to think about ROI before chasing pipelineLessons learned from building Passetto to solve these problemsCome hang with us live during our weekly podcast recording—tune in, ask questions, and be part of the convo. Grab your spot at passetto.com/events.
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46:45
RV240 - The End Of An Era (And Beginning Of A New One) - Go To Market Live Episode 45
After a month-long sabbatical that took him across Australia, New Zealand, and Fiji, Chris Walker returns to Revenue Vitals with a life-changing announcement. In this deeply personal episode, Chris reveals a profound shift in his perspective and purpose that has led him to hand over hosting duties to Carolyn Dilks (Co-Founder and Managing Partner @ Passetto) who will be rebranding the show to “GTM Live”, while he embarks on a new mission. Sharing intimate details about his personal transformation through self-reflection and experiencing "operating system upgrades," Chris outlines his new mission for helping others unlock their innate human potential. This is the start of a new chapter for Revenue Vitals, which will now become “GTM Live” hosted by Carolyn Dilks.And it is a new chapter for Chris, who will be announcing his new podcast and mission in even more details soon.Stay tuned for more.
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24:18
RV239 - The Bootstrap Advantage (My CEO Consulting Call)
In this unique episode, Chris shares the unfiltered audio from a consulting call with an entrepreneur. Chris offers advice from his personal experience building multiple businesses to 7 and 8 figures in revenue.Here’s what you’ll learn in this episode:Why raising VC money might be a sign that your business model needs rethinkingThe advantages of bootstrapping a SaaS company to $5-10M ARRHow a SaaS + services model creates better financial outcomes and product developmentWhy "slow is fast" in building sustainable businessesThe dangers of rapid scaling and how it often leads to revenue regressionHow to structure equity and compensation in early-stage companiesThe math behind exit outcomes and why 100% ownership of a smaller company often beats partial ownership of a larger oneBuilding customer success into your model rather than outsourcing itWhy the feedback loop from direct customer service dramatically improves product developmentReal numbers from Chris's journey growing his agency from $11M to $22M and back to $12M–Thanks to our friends at Hatch for producing Revenue Vitals and all of Chris’s short-form video and YouTube content. Hatch is a video-first content agency that creates short-form video content, video podcasts, original video series, and YouTube videos for B2B companies. Visit www.hatch.fm to learn more.
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8:25
RV238 - How To Outcompete $100M Giants (Live Fireside Chat)
Today’s episode is a live fireside chat recorded at Warmly’s office, where Chris covers why smaller software companies can move faster than larger ones, what customers actually want versus what they say they need, and practical ways to measure what matters in marketing. Here’s what you’ll learn in this episode: Why smaller companies have distinct advantages over $100M+ companies today The critical importance of making customers successful with your product (not just selling it) How AI is accelerating product development and changing business operations Why competitive differentiation now requires more than just features and messaging The shift from "giving away customer success" to charging for services that drive results Rethinking traditional department structures like marketing, sales, and RevOps Why attribution models are fundamentally flawed and how to approach measurement differently The problem with sales compensation models that don't align with today's buying journey Creating defensibility through customer proximity, delivering results, and leveraging proprietary data How to consider pricing models based on deliverables instead of traditional subscriptions–Thanks to our friends at Hatch for producing Revenue Vitals and all of Chris’s short-form video and YouTube content. Hatch is a video-first content agency that creates short-form video content, video podcasts, original video series, and YouTube videos for B2B companies. Visitwww.hatch.fm to learn more.
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