GTM Live

You asked, we're answering. In this listener Q&A episode, Amber and Carolyn tackle the hard questions GTM leaders are wrestling with behind closed doors…from broken attribution models to navigating organizational resistance when you're trying to drive real change.
In this episode:
Real talk on entrepreneurship: the wins, the loneliness, and knowing when to walk away
Navigating organizational resistance when you're championing change
Why being in the top 5% of GTM leaders means accepting you're always pushing uphill
Why first-touch and last-touch attribution keep haunting you (and how to finally escape)
How to get executive buy-in when everyone's comfortable with the status quo
Why deals from different sources have wildly different ACVs and win rates
The systematic reality of revenue generation, and why singular attribution models completely miss it

This isn't surface-level advice. Amber and Carolyn are in the trenches daily with CROs, CMOs and RevOps leaders, rearchitecting go-to-market strategies and challenging sacred cows. We’re bringing real examples to this convo, honest reflections about entrepreneurship, and zero sugarcoating about what separates companies that evolve from those that don't.
Keep sending your questions. We want to hear your hot takes, especially if you disagree with what we’re saying.

🔗 CTAs & LINKS:
Get the visibility and strategic priorities your GTM team needs to move decisively. Book your 14-Day Sprint.
Register for our upcoming Virtual Workshop
Book a free 1:1 Revenue Visibility Assessment to diagnose your data gaps
Follow Carolyn on LinkedIn
Follow Amber on LinkedIn

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This episode is powered by Passetto. If your pipeline dashboards aren't giving you straight answers, you're in good company. Most GTM teams simply don't have the visibility to understand what's truly driving pipeline and revenue, what's slowing them down, or where to focus next.
Passetto changes that. In just 14 days, our Sprint gives you full-funnel visibility, clear answers about what's working and what isn't, and a focused set of strategic priorities to accelerate pipeline creation and align your teams immediately.

Most marketing and revenue leaders know their data model is flawed. The elite ones actually architect something new. This is how.
This episode is part of a 5-part series exploring the journey B2B revenue leaders take from reactive chaos to finally understanding, measuring, and transforming their entire Revenue Factory. Each stage represents a critical inflection point and the exact moments that separate leaders who consistently hit targets and drive real, provable results.
This episode explores Stage 4: Architecting Transformation—where you shift from recognizing what's broken to designing what comes next. This is where transformation moves from concept to practice.
What We Cover in This Episode:
The two realizations that trigger readiness for transformation: understanding the career-ending cost of staying in a broken system AND seeing lived proof of what's possible when you rebuild
The 4 core elements your new data model MUST have: removing department silos, multi-dimensional tracking, the new GTM stages, and unified metrics with separate accountability
Why the old Demand Waterfall model is structurally broken and what the Engage → Prospect → Pipeline framework unlocks
How to operate GTM like a relay race instead of siloed teams competing for credit
The exact business case framework to get leadership buy-in (including how to quantify the revenue you're leaving on the table)
Build vs. buy: Understanding the "Time Tax" and why elite teams move 4–5x faster with proven frameworks
The 3 critical mistakes that kill transformation before it even starts and how to avoid them

This is the episode for every revenue, marketing, or GTM leader who has ever thought:
"I know what needs to change, but I don't know where to start"
"How do I get leadership to invest in this transformation?"
"What does the new model actually need to look like?"
Stage 4 is where you become the architect of your own transformation. This is where you stop talking about change and start building it.
🔗 CTAs & LINKS:
Get the visibility and strategic priorities your GTM team needs to move decisively. Book your 14-Day Sprint.
Register for Passetto's upcoming virtual events
Book a free 1:1 Revenue Data Assessment
Follow Carolyn on LinkedIn

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This episode is powered by Passetto. If your pipeline dashboards aren't giving you straight answers, you're in good company. Most GTM teams simply don't have the visibility to understand what's truly driving pipeline and revenue, what's slowing them down, or where to focus next.
Passetto changes that. In just 14 days, our Sprint gives you full-funnel visibility, clear answers about what's working and what isn't, and a focused set of strategic priorities to accelerate pipeline creation and align your teams immediately.

In this episode, Carolyn and Amber break down a real-world case study of a $25M ARR enterprise SaaS company in a highly regulated industry that came to Passetto with strong teams, active demand, and declining win rates...but no reliable way to explain the genetic makeup of their deals or prove how marketing influenced revenue.
We break down what surfaced during a 14-day analysis: why most opportunities had no clear lineage, how underperforming channels like paid search were absorbing spend without driving meaningful conversion, and how marketing influence effectively disappeared once deals entered the sales cycle.
Most importantly, we share how rebuilding visibility across the funnel can turn win rate into a controllable lever, and why we estimate this shift alone could unlock ~$1M in incremental revenue, without increasing pipeline volume, budget, or headcount.
We break down the insights their team uncovered:
Why 80% of opportunities ($3.5M) had no explainable lineage, making pipeline creation effectively invisible
Why paid search underperformed by driving low-intent traffic instead of pipeline-ready buyers
How marketing influence dropped to near zero in late-stage deals, leaving active opportunities unsupported
Why win rate, not pipeline volume, was the primary revenue constraint
How improving visibility alone created a clear, estimated ~$1M revenue upside using the existing pipeline and budget

This episode shows how a clear view into what actually drives revenue became a forcing function for action, giving this team’s leadership the confidence to move fast, fix foundational gaps, and use the findings as a business case for planning the first two quarters of 2026.

🔗 CTAs & LINKS:
Get the visibility and strategic priorities your GTM team needs to move decisively. Book your 14-Day Sprint.
Register for Passetto’s upcoming virtual events
Book a free 1:1 Revenue Visibility Assessment
Follow Carolyn on LinkedIn
Follow Amber on LinkedIn

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This episode is powered by Passetto. If your pipeline dashboards aren’t giving you straight answers, you’re in good company. Most GTM teams simply don’t have the visibility to understand what’s truly driving pipeline and revenue, what’s slowing them down, or where to focus next.
Passetto changes that. In just 14 days, our Sprint gives you full-funnel visibility, clear answers about what’s working and what isn’t, and a focused set of strategic priorities to accelerate pipeline creation and align your teams immediately.

When you’re working harder than ever and still getting questioned, most leaders assume they’re the problem.
But what if the real reason you're exhausted isn’t lack of effort...it's that you’re trying to win inside a model that was never designed to show your impact?
This episode is part of a 5-part series exploring the journey B2B revenue leaders take from reactive chaos to finally understanding, measuring, and transforming their entire Revenue Factory. Each stage represents a critical inflection point and the exact moments that separate leaders who consistently hit targets and drive real, provable results… from those who spend every quarter scrambling, duct-taping reports, and wondering why nothing is working.
This episode explores Stage 3: The Breaking Point, AKA the most emotionally charged and career-defining moment in the entire transformation journey.
What We Cover in This Episode:
Why Stage 3 is the moment leaders either break down, or break through
Why constant scrutiny, unclear reporting, and cross-functional finger-pointing aren’t personal failures, but symptoms of a broken data model
The exact frameworks that explain why you're stuck and what has to change to unlock real revenue clarity
Why duct-taped reporting, activity-based KPIs, and siloed metrics guarantee misalignment
How top-performing GTM teams rebuild their entire foundation, and why it transforms everything from credibility to win rates

This is the episode for every revenue, marketing, or GTM leader who has ever thought:
I’m exhausted from constantly defending myself.”
“I KNOW we’re making an impact, so why can’t I prove it?”
“What if the problem isn’t me… but the entire system?”
🔗 CTAs & LINKS:
Get the visibility and strategic priorities your GTM team needs to move decisively. Book your 14-Day Sprint.
Register for Passetto’s upcoming 2-Day GTM Intensive
Book a free 1:1 Revenue Visibility Assessment
Follow Carolyn on LinkedIn

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This episode is powered by Passetto. If your pipeline dashboards aren’t giving you straight answers, you’re in good company. Most GTM teams simply don’t have the visibility to understand what’s truly driving pipeline and revenue, what’s slowing them down, or where to focus next.

You launched the experiments. You spent the budget. And now leadership wants answers. And suddenly every QBR feels like a fire drill.
This is Stage 2 of the revenue leader’s transformation—the moment when activity is high, effort is real, but impact is frustratingly hard to prove. You’re working harder than ever, yet you can’t confidently tie what your team is doing to pipeline, revenue, or real ROI.
This episode is part two of a five-part series exploring the journey B2B revenue leaders go through as they move from reactive execution to full revenue visibility and executive-level confidence. Each stage represents a breaking point, where leaders either confront the real problem or stay stuck explaining away the same issues quarter after quarter.
In this episode, we unpack Stage 2: The QBR Fire Drill—the phase where credibility, confidence, and career momentum are quietly put at risk.
You’re likely in Stage 2 if you’ve ever said, “Board decks take days to build and still don’t tell a clean story.”
What We Cover in This Episode:
Why QBRs become fire drills and what that reveals about your data foundation
The hidden cost of stitching together spreadsheets, slide decks, and conflicting reports
How legacy GTM data models quietly destroy credibility at the executive level
The most common data architecture flaw preventing revenue visibility (and why it’s so easy to miss)
The moment leaders realize they can’t survive another quarter operating this way
What it takes to shift from lagging, backward-looking metrics to forward-looking visibility
This stage forces a hard reckoning.
Not just with your systems, but with your willingness to challenge the status quo, speak uncomfortable truths, and admit that the current way of measuring GTM is no longer good enough.

🔗 CTAs & LINKS:
Get the visibility and strategic priorities your GTM team needs to move decisively. Book your 14-Day Sprint here.
Register for Passetto’s upcoming 2-Day GTM Intensive
Book a free 1:1 Revenue Visibility Assessment
Follow Carolyn on LinkedIn

–

This episode is powered by Passetto. If your pipeline dashboards aren’t giving you straight answers, you’re in good company. Most GTM teams simply don’t have the visibility to understand what’s truly driving pipeline and revenue, what’s slowing them down, or where to focus next.
Passetto changes that. In just 14 days, our Sprint gives you full-funnel visibility, clear answers about what’s working and what isn’t, and a focused set of strategic priorities to accelerate pipeline creation and align your teams immediately.