GTM Live

📹 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.
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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.
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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.

🗓️⁠ ⁠REGISTER⁠ for our April 22 webinar “The Rise and Fall of the MQL” with guest Jon Miller (cofounder of Marketo)
In this live community episode, Carolyn and Amber break down two of the most common RevOps setups that make it nearly impossible for marketing to understand its own performance, and why most teams don’t realize how bad the problem is until leadership starts asking questions nobody can answer.
They get into:
Why Stage Zero in your CRM is breaking win rate calculations and stripping out the data marketing actually needs
How a one-directional MAP/CRM sync means the people in your active pipeline are invisible to marketing, and why 85% of one customer’s pipeline had minimal trackable marketing touchpoints as a result
Why the demand waterfall was never built for how buyers actually move, and what path dependency is costing teams that keep trying to optimize it
What the QBR fire drill is really telling you about the state of your measurement infrastructure

The gap between what marketing is doing and what the data shows is almost always a systems problem, not a performance problem.
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🔗 RESOURCES:
📊 2-Week Marketing KPI Sprint: Passetto's flagship engagement. We connect your MAP and CRM and show you exactly what's driving your pipeline and revenue, and where it's breaking down. ⁠[Book Your Sprint]⁠
Revenue Visibility Diagnostic: A free 1:1 workshop for GTM leaders who want to know exactly where their data foundation is failing them. ⁠[Schedule Your Spot]⁠
-----------------------------------------------------
🎥⁠ 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.

🗓️ REGISTER for our April 22 webinar “The Rise and Fall of the MQL” with guest Jon Miller (cofounder of Marketo)
In this episode, Carolyn and Amber break down a real-world case study of a SaaS company that came to Passetto with a mature business, an aligned GTM team, and a brand new VP of RevOps, but a data foundation that couldn't tell them what was actually driving their GTM motion or where it was breaking down.
We break down what surfaced during a two-week Sprint: why one-third of 2025 revenue had no traceable source, what the data revealed about paid search ROI and where spend was underperforming, and how foundational data gaps were making it impossible to see marketing's role in active deals.
We break down the insights we helped uncover for their team:
Why 31% of revenue had no traceable source, and why that number was growing quarter over quarter
Paid search was driving far more pipeline than anyone realized, but not all campaigns were pulling their weight, and the gap between the best and worst performers was significant
Why win rate dropped QoQ and what the data revealed about rep ramping and opportunity creation inconsistency
How inbound hand raisers were the only motion getting more efficient: 3X pipeline growth with win rates hitting 52% in their core industry
Why gaps in how activity was being tracked made it nearly impossible to see marketing's influence on active deals

This episode shows how a team that was already winning used a clear diagnostic to get ahead of the measurement gaps before growth slowed down, and left with a roadmap to build the foundation their next stage of growth will actually require.
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🔗 RESOURCES:
📊 2-Week Marketing KPI Sprint: Passetto's flagship engagement. We connect your MAP and CRM and show you exactly what's driving your pipeline and revenue, and where it's breaking down. [Book Your Sprint]
Revenue Visibility Diagnostic: A free 1:1 workshop for GTM leaders who want to know exactly where their data foundation is failing them. [Schedule Your Spot]
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🎥 NEW on YouTube: Attribution for SaaS Marketing: What Actually Works (And What Doesn't)

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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 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.