The Attribution Mirage & Why Chasing MQLs Keeps You Stuck
Most GTM teamstoday are missing targets because they're simply measuring the wrong things. In this episode, Carolyn and Amber unpack why attribution is a mirage (it only shows the lucky 2% that become opportunities) and why the MQL hamster wheel keeps smart teams stuck optimizing a tiny slice of reality. We dig into the pre-pipeline “factory floor,” show how to expose the messy middle, and explain why “more volume” isn’t a strategy—it’s a cash leak.You’ll hear concrete ways to replace vanity conversion stats with a causal view of attempts → connects → meetings → opps → DQs (with reasons), what to do about pipeline shock when you tighten scoring, and why pipeline needs a single owner (hint: not “marketing-sourced”). We also talk about modular change vs. big-bang transformations, and where attribution actually belongs (as seasoning, not the main ingredient), dig into where attribution actually belongs in GTM measurement (spoiler: it’s seasoning, not the protein), and explain why modular change beats waiting for a full-scale transformation.What You’ll Learn:Attribution ≠ answers: It validates the 2-5% that convert and hides the waste in the 98%.Kill the MQL hamster wheel: Measure the journey, not just MQL→SQL%.Instrument the factory floor: Person-level steps that predict pipeline (and the drop-offs to fix).Volume lies: “Do more dials” is a 2012 play—engineer repeatable patterns instead.Pipeline shock is healthy: Fewer junk opps → higher win rate and better CAC.One owner for pipeline: Align Sales + Marketing on quality pipeline, not credit.When to use attribution: After you fix data hygiene and pre-pipeline tracking.If your dashboards keep telling you to “get more leads” or “add more dials,” you’re staring at the pipeline mirage. Break free from the hamster wheel, shine a light on the messy middle, and finally see what’s really driving, or draining, your revenue.This episode is powered by Passetto, a GTM advisory and software company with a solution that eliminates the Pipeline Black Box™, the critical data hidden inside every GTM engine where leaders are flying blind when it matters most.🔗 LINKS & CTAsFollow Carolyn on LinkedInFollow Amber on LinkedInStart your 14-Day Pipeline Optimization Sprint to uncover where your pipeline is leaking and to surface the KPIs needed to start engineering predictable pipeline growth.
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Breaking Open the Pipeline Black Box in GTM
Most companies are flying blind at the most important stage in revenue creation. Decisions get made on gut feel, data lives in silos, and leaders can’t answer the simplest question: what’s really working, and what’s not?On this episode of GTM Live, Carolyn and Trevor are joined by their new co-host Amber Williams, Head of Revenue Operations at Passetto, to unpack why GTM leaders need to treat revenue like a science – bringing structure, data, and predictability to the go-to-market engine.The hosts dive into why leaders often make decisions based on instinct instead of data, how poor data architecture creates hidden risks for growth, and why building visibility into every stage of the funnel is critical for confident decision-making.The team also tackles the cross-functional blame game—why marketing and sales point fingers over handoffs and lead quality when the real problem is a lack of shared visibility. Without a unified view of the pipeline, every GTM function is forced to defend itself in silos instead of solving the bigger issue together.Key moments in this episode:[03:15] Why “more tech” in 2025 doesn’t mean more clarity[08:42] The pipeline black box and what RevOps needs to uncover[16:30] Why gut-driven GTM decisions break down at scale[22:05] The hidden cost of poor data architecture on growth and trust[31:47] How systematic revenue visibility transforms executive decision-makingThis episode is powered by Passetto, a GTM advisory and software company with a solution that eliminates the Pipeline Black Box™, the critical data hidden inside every GTM engine where leaders are flying blind when it matters most.
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RevOps as the Architect of Modern GTM (with Mark Turner of Demandbase)
This week on GTM Live, Carolyn and Trevor sit down with Mark Turner, VP of Revenue Operations at Demandbase, to break down how RevOps leaders can build aligned systems, drive better GTM execution, and measure what actually matters.Mark shares how his early background in FP&A shaped his leadership approach, bringing a data-first, analytical mindset to RevOps that balances strategic planning with operational precision. He also unpacks what it really takes to build a unified data layer across the GTM org, and why consistent definitions and connected systems are key to moving fast and measuring effectively.Key topics in this episode:How FP&A experience gives RevOps leaders a strategic edgeHow to build a unified data layer across GTMWhy sourced attribution models fall shortWhat sales velocity tells you that pipeline doesn’tWhere AI and automation are most impactful in RevOps todayHow to enable expansion and cross-sell without clunky handoffsThis episode is powered by Passetto, a GTM advisory and software company helping B2B teams build Revenue Sciences™, a measurable system that uncovers bottlenecks and data gaps, transforming go-to-market into a closed-loop engine for confident, scalable growth.
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How to Build Mindshare in the New SEO Era (With Sam Dunning)
This week on GTM Live, Carolyn sits down with Sam Dunning, SEO leader and B2B growth expert, to unpack how SEO has dramatically evolved and what top-performing companies must do to adapt.They dive into why traditional SEO—focused on keywords, rankings, and traffic—is now too siloed, and how modern SEO needs to align with revenue, messaging, and the full customer journey.They also explore outdated SEO metrics, the pitfalls of last-touch attribution, and why shifting to a revenue-influence mindset is essential.You’ll hear what modern SEO looks like in a revenue-led org, how category narrative (not keyword stuffing) is the new growth lever, and how AI is reshaping both content production and search behavior.Together, Carolyn and Sam challenge the idea that SEO can be a standalone marketing channel, it’s a powerful GTM distribution engine when done right.Key topics in this episode:Why SEO can’t be a silo anymoreHow to reframe SEO as a distribution strategy, not just a traffic engineWhy aligning SEO with your company’s POV drives better outcomesHow AI is reshaping the content and SEO landscapeWhy B2B companies need to track influence, not just rankings or leadsThe biggest SEO measurement mistakes teams still makeWhat high-performing teams are doing differently with content📣 Share this with any marketer or RevOps leader still tracking SEO like it’s 2015.This episode is powered by Passetto, a GTM advisory and software company that helps B2B SaaS teams achieve true Revenue Visibility. We work alongside revenue leaders to expose data blind spots, build the right data infrastructure, and eliminate the pipeline black hole. Visit passetto.com.
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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.
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