GTM Live

The biggest problem with most ABM programs isn't execution, it's that they try to personalize at scale before they truly understand their buyers.
Everyone wants the results of account-based marketing. Few organizations build the foundation required to make it work.
In this episode, Carolyn sits down with Steve Armenti, former ABM leader at Google and founder of Twelfth Agency, to unpack one of the biggest misconceptions in modern B2B marketing.
Together they explore why high-volume personalization is becoming less effective, why AI can't replace strategy, and why the highest-performing GTM teams build what Steve calls a "market of one", a deep understanding of every target account before scaling outreach.
You'll learn:
Why most ABM programs never create real demand
The hidden flaw in high-volume personalization
Why AI amplifies strategy instead of replacing it
How leading GTM teams build a 360° account view
The "market of one" framework for modern B2B growth

If your ABM strategy isn't producing the pipeline you expected, this episode may change what you believe the real problem is.
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The difference between guessing and knowing is almost always hiding in the data you already have.
In less than 30 days, Passetto builds the marketing measurement system that gives marketing leaders continuous visibility into what's driving pipeline and revenue—and the evidence to confidently make and defend their next investment decision.
🚀 Get started → https://www.passetto.com/book-a-call
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Check out Twelfth Agency: https://twelfth.agency/ 
Subscribe to Passetto’s YouTube channel: https://www.youtube.com/@PassettoGTM

In this episode, Carolyn sits down with Liam MacCormack, a fractional head of growth who's spent years in the weeds of B2B paid search, to unpack why the channel keeps burning B2B budgets and what to do about it.
They get into the market forces making paid search harder than ever: rising CPCs, zero-click search, and agencies still optimizing like it's 2015. Then they go tactical on a real client scenario — a high-ACV company that's switched agencies multiple times and still can't make it work — and what that reveals about when a channel is worth fixing versus when it's just draining spend.
Topics covered:
Why "you need to spend more on impression share" is the most seductive upsell in paid search, and the one metric that actually tells you if it's true
The profile of a company paid search works for, and the profile where it's a waste of money
Why paid search is a demand-capture channel, and what that means for how you budget it
How to know when to cut the channel, cut the budget in half, or let it run as a tertiary source
Why branded search is propping up most agency reporting, and the one question to ask to find out

If your paid search has been underperforming for quarters and the answer is always "give it more time," this one's worth your attention.
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🔗 LINKS + RESOURCES
📹 How to Survive B2B Marketing in 2026: https://www.youtube.com/watch?v=IlEqVWVuwdo
📹 How to Build a Killer GTM Strategy for B2B SaaS: https://www.youtube.com/watch?v=YFK9LvMslOc
📹 Ultimate Guide to Marketing Measurement in 2026: https://www.youtube.com/watch?v=d9yfdYi0X4I
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Marketing has evolved. Measurement hasn't. You're still running on a 20-year-old methodology that can't see most of the value you create.
Passetto’s 14-day Sprint fixes that — showing you where you're creating real value, where you're wasting effort, and which levers will actually drive your next stage of growth.
Your best work shouldn't die in data darkness.
Get your full pipeline & revenue breakdown in 2 weeks: https://www.passetto.com/book-a-call
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The MQL is marketing's worst open secret. Everyone in the room knows the number is gamed. The leads are low-intent, the scoring is guesswork, and the pipeline isn't growing. Yet marketing keeps getting graded on the one metric nobody actually trusts.
In this workshop, Carolyn and Amber sit down with Jon Miller to take apart the metric the entire B2B playbook still runs on and walk through anonymized customer data showing exactly what it costs. Hand raisers in this account converted 83X better than MQLs and qualified faster. The MQLs that didn't convert got worked for two months before anyone disqualified them. That's the drain nobody puts on a slide.
What this workshop covers:
Why the MQL became gospel and the moment a sound idea turned into a volume game sales learned to ignore
The gumball machine fallacy: why "more budget in, more pipeline out" assumes a linear process that buying stopped being years ago
Nonlinear buying, the dark funnel, and why one overwritten lead record erases the history you actually need
Real customer data: MQLs accounted for under 6% of pipeline while hand raisers drove 39% of closed-won revenue
Jon's three-tier lead model and why waiting for hand raisers alone forfeits first-mover advantage and your future pipeline
The KPI cheat sheet: pipeline velocity, brand-question surveys, post-sale revenue metrics, and the numbers a board actually speaks
What the shift means for your MarTech stack as AI moves orchestration from rules to reasoning

The leaders who get out from under the MQL don't kill it overnight. They layer in metrics their CFO and head of sales already recognize and stop defending volume that was never converting.
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🔗 LINKS + RESOURCES
📹 How to Survive B2B Marketing in 2026: ⁠https://www.youtube.com/watch?v=IlEqVWVuwdo⁠
📹 How to Build a Killer GTM Strategy for B2B SaaS: ⁠https://www.youtube.com/watch?v=YFK9LvMslOc⁠
📹 Ultimate Guide to Marketing Measurement in 2026: ⁠https://www.youtube.com/watch?v=d9yfdYi0X4I⁠
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Marketing has evolved. Measurement hasn't. You're still running on a 20-year-old methodology that can't see most of the value you create.
Passetto’s 14-day Sprint fixes that — showing you where you're creating real value, where you're wasting effort, and which levers will actually drive your next stage of growth.
Your best work shouldn't die in data darkness.
Get your full pipeline & revenue breakdown in 2 weeks: ⁠https://www.passetto.com/book-a-call⁠
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The marketing funnel you've built your whole strategy around? It never described how people actually buy. It was a tidy oversimplification, and in a world of zero-click search and AI-saturated channels, it's never held up worse.
In this episode, Amber sits down with Udi Ledergor — Gong's first marketer, now Chief Evangelist, author of Courageous Marketing, and the guy who ran a Super Bowl ad and coined a category on the way to $500M in ARR.
Udi's argument cuts against the "hack-everything" reflex of modern GTM: brand isn't a vibe, it's trust, and trust is the only thing that makes a buyer go straight to you instead of crawling through a funnel.
What this episode covers:
Why brand comes down to one thing, trust, and how raving fans replace the funnel entirely
The unconventional bets behind Gong's brand: the Super Bowl spot, the bulldog, the 2021 enterprise rebrand
Why Courageous Marketing never mentions AI on purpose, and what makes a marketing principle timeless
The two-headed dragon: what actually fixes sales and marketing alignment (hint: do you know how your CRO takes their coffee?)
Why a marketing team not working from the same data as sales is committing a crime against its own company
How AI agents now prove marketing's hard impact

This episode unpacks exactly why the companies winning right now are the ones people demand their employer buy.
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🔗 MORE FROM UDI
📖 Grab a copy of Udi’s book Courageous Marketing 📖
Follow Udi on LinkedIn
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Marketing has evolved. Measurement hasn't. You're still running on a 20-year-old methodology that can't see most of the value you create.
Passetto’s 14-day Sprint fixes that — showing you where you're creating real value, where you're wasting effort, and which levers will actually drive your next stage of growth.
Your best work shouldn't die in data darkness.
[Get your full pipeline & revenue breakdown in 2 weeks]

📹 NEW on YouTube: Ultimate Guide to Marketing Measurement in 2026
There's no excuse left for not knowing what's driving revenue. The tools are here. The data is here. Operating without the answer has crossed from forgivable into malpractice.
In this episode, Carolyn and Amber get into the marketing measurement problem every marketing leader is living with, and the reason it never gets solved. Your rev ops team is skilled, but they're also buried keeping the lights on. And the build-vs-buy reflex defaults to "build," and nobody's counting what the wait actually costs you.
Both hosts have lived this from the inside: the end-of-quarter scramble, stitching opportunities together one by one, chasing reps to find out if a lead was ever even worked. They name why it keeps happening and what to do instead.
What this episode covers:
Why leaning on rev ops to fix marketing measurement rarely works and the real cost of waiting another 6-9 months
The build-vs-buy trap: why "best practice says build it" has become a dirty word when your job is on the line now
How the top 1% use AI to do what was never possible before, while everyone else just automates KPIs they already had
The hard metrics that actually move a board: win rate by account tier, sales velocity when marketing's involved, speed-to-lead, web-form conversion velocity
Why speed-to-lead is a marketing metric, not a sales one — and how quantifying revenue leakage unlocks budget and buy-in
How to walk into a QBR with two or three defensible numbers and a plan, instead of a "here's what marketing did" slide that lands as "so what?"
Finding your one real growth lever: is the problem before pipeline creation, or in your ability to close?

The leaders who break out of this don't wait for the data to magically come together. They show up with the few hard numbers their CFO and head of sales actually speak, and stop trying to prove their value every single quarter.
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Marketing has evolved. Measurement hasn't. You're still running on a 20-year-old methodology that can't see most of the value you create.
Passetto’s 14-day Sprint fixes that — showing you where you're creating real value, where you're wasting effort, and which levers will actually drive your next stage of growth.
Your best work shouldn't die in data darkness.
[Get your full pipeline & revenue breakdown in 2 weeks]