MUST LISTEN: What We Taught 100+ GTM Leaders in Our Invite-Only Workshop
🔓 LEAKED: 45 minutes from our invite-only workshop for B2B GTM leaders.We recently held a live workshop for 100+ marketing leaders, CROs, and RevOps pros from companies spanning Spain to Sweden to North America. The session was intense. The chat was on fire. And now we're doing something we don't usually do: we're releasing a 45-minute cut of the core framework training.This is the educational backbone of the workshop where we exposed what's broken in traditional GTM measurement and walked through the exact framework high-performing teams are using instead.Real Problems From Workshop Attendees:"New ARR growth has been flat for multiple quarters""We need to stop the obsession with MQL metrics""Our company doesn't even know what actually generates ARR"What's We Cover:Why MQLs, 4-funnel attribution, and traditional QBR dashboards are "just fluff" that hide what's really workingThe "Pipeline Black Box"—the critical Prospecting stage between marketing touch and opportunity creation that 100% of companies fail to trackThe exact GTM factory data model: every field, object, and signal type you need to build full-funnel visibility in your own systemsWhat to actually measure at each stage: prospecting analytics, signal analytics, and engagement diagnosticsThis workshop will completely change how you think about pipeline measurement and give you a clear understanding of what to track in today's GTM ecosystem. This is the framework elite teams have already transitioned to, and now it's your turn.🔗 CTAs & LINKS:Register for Passetto’s upcoming virtual eventsBook a free 1:1 Revenue Visibility AssessmentFollow Carolyn on LinkedInFollow Amber on LinkedIn–This episode is powered by Passetto. If you're tired of staring at dashboards that don't tell you what you need to know, you're not alone. Most revenue leaders are flying blind because of the Pipeline Black Box™, a critical data gap that keeps you from understanding what's actually driving results. Passetto transforms how you run your revenue engine, so you can finally see what's working, fix what's not, and scale with precision.Tired of guessing what's generating pipeline and what's draining your resources? Book a free strategy call.
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AI-Powered GTM Build Using Only ChatGPT in Under ONE HOUR (with Jordan Crawford)
In this HANDS-ON episode of GTM Live, we're ditching theory and building a real go-to-market strategy live—using AI, public data, and a completely different approach to finding and messaging prospects.Join host Amber Williams and special guest Jordan Crawford, the "OG GTM Engineer" and early advisor to Clay, for a masterclass in pain-qualified segmentation. Watch as Jordan demonstrates how to use ChatGPT to identify prospects who actually need your solution and craft messages that deliver independent value before you ever ask for a meeting.What You'll Learn:Why traditional ICP scoring is "mental masturbation for executives" and what to do insteadHow to work backwards from customer pain using public data and AIThe game-changing concept of "the list is the message"How to identify demonstrable value props that competitors can't replicateWhy vertical SaaS has a hidden advantage (and what horizontal SaaS can learn)PLUS: Real-time walkthrough: Finding pain-qualified prospects for a clean energy platform using only ChatGPT and public dataAI has transformed tools from "access" to "power tools" overnight. Leaders can no longer delegate strategy to RevOps and hope for the best. You need to get your hands dirty with the data to understand what's actually possible.🔗 LINKS & RESOURCES:Watch the entire live GTM build on YouTubeFollow Jordan on LinkedInSubscribe to Cannonball GTM on SubstackFollow Amber on LinkedIn—This episode is powered by Passetto. If you're tired of staring at dashboards that don't tell you what you need to know, you're not alone. Most revenue leaders are flying blind because of the Pipeline Black Box™, a critical data gap that keeps you from understanding what's actually driving results. Passetto transforms how you run your revenue engine, so you can finally see what's working, fix what's not, and scale with precision.Tired of guessing what's generating pipeline and what's draining your resources? Book a free strategy call.
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The 5 Stages of Revenue Transformation – Stage 1: Escaping the Panic Response
When pipeline starts slipping and targets go up, most revenue leaders do the same thing: they panic. They launch new experiments, adopt the latest AI tools, and try to do more, faster, harder. But what if that's exactly what's keeping you stuck?This episode is part of a 5-part series exploring the journey B2B revenue leaders take from reactive chaos to understanding and measuring their full revenue factory, and transforming their careers in the process. Each stage represents a critical transformation moment that separates leaders who consistently hit their targets and drive real results from those who scramble every quarter wondering why nothing's working.This episode explores Stage 1: The Panic Response, and it represents the first stage in revenue transformation. You’re likely in Stage 1 if you’re asking questions like, "What experiments should I try next?", "What are other companies doing that I should copy?", or "What AI tool is going to save my pipeline?".What We Cover in This Episode:Why the question "What experiments should I try next?" is fundamentally wrongHow to recognize if you're trapped in The Panic ResponseThe uncomfortable truth about why transformation only happens outside your comfort zoneWhat it actually takes to move from reactive scrambling to strategic confidenceWhy adding more tactics to a broken foundation only creates more noise in an already chaotic systemThe real reason you can't measure the impact of your investments, and what that means for your ability to drive growthWhat fundamental questions you're NOT asking because you don't have the data model to answer themThe moment of decision that separates leaders who transform from leaders who stay stuckHow to stop copying what other companies are doing and start building what actually works for YOUR revenue factoryIf you've ever felt like you're working harder than ever but can't prove you're moving the needle, this episode is for you.—This episode is powered by Passetto. If you're tired of staring at dashboards that don't tell you what you need to know, you're not alone. Most revenue leaders are flying blind because of the Pipeline Black Box™, a critical data gap that keeps you from understanding what's actually driving results. Passetto transforms how you run your revenue engine, so you can finally see what's working, fix what's not, and scale with precision.Tired of guessing what's generating pipeline and what's draining your resources? Book a free strategy call: https://www.passetto.com/book-a-call
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The Hidden Power of Rejection Data in GTM (with Steve Armenti)
On this episode of GTM Live, Carolyn and Amber sit down with Steve Armenti, CEO & Founder of Twelfth Agency and former demand gen leader at Google.Steve shares his journey from corporate marketing to building a thriving agency, and dive into why most revenue teams miss the real story in their data, how to flip the script on pipeline analysis by studying rejection instead of just conversion, and the critical role of sales + marketing alignment in fixing the “pipeline black box.”You’ll hear practical examples from Steve’s experiences as an in-house demand gen leader and now running his ABX agency, insights into what’s working for growth-stage SaaS companies right now, and a fresh perspective on building GTM systems that actually deliver results.If you’re a CMO, CRO, or RevOps leader looking for new ways to diagnose what’s holding back your pipeline, this episode is a must-listen.Key Topics Covered:Lessons from demand gen on identifying what works vs. what doesn’tABM → ABX: creating account-based experiences that align sales + marketingThe “messy middle” handoff between sales and marketing, and why it breaks most funnelsFlipping the script: studying disqualification rates instead of obsessing over MQL → SQL conversionPractical examples of diagnosing rejection data and what it revealedThe underestimated importance of data hygiene, UTMs, and ops rolesWhy improving what you already have often beats chasing new volume🔗 LINKS:Follow GTM Live on Spotify Subscribe to the GTM Live YouTube Channel Follow Steve on LinkedInCheck out Twelfth AgencyFollow Carolyn on LinkedInFollow Amber on LinkedIn—This episode is powered by Passetto, a technology-enabled GTM advisory 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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Building a Modern Growth Engine with Ashley Lewin
Ashley Lewin has audited 30+ companies in her career and seen the same pattern: marketing teams stuck chasing MQLs while revenue stalls. In this episode, Carolyn and Trevor dig into Ashley’s perspective on why MQLs keep organizations trapped in short-term thinking, and how she’s applying those lessons now as Head of Marketing at Aligned.We talk through what it takes to stand up a marketing function from scratch at a hybrid PLG + sales-assisted company, why implementing HubSpot’s Lead object was a foundational bet, and how “fail fast” disqualification changed the way BDRs and sales managers manage their pipeline. Ashley also shares her playbook for winning executive buy-in: showing CEOs a predictable growth equation that replaces lead volume with qualified pipeline and product activation.What You’ll Learn:Why 30+ audits taught Ashley that MQLs create waste, not growth.How to split the funnel: PLG activations vs. sales-assisted pipeline.The power of clean infrastructure: standing up a true lead object in HubSpot.Why “fail fast” leads to better conversion, stronger feedback loops, and less waste.How to navigate culture change so sales isn’t afraid to close lost.Why exec scorecards (not dashboards) determine whether change sticks.If your growth plan still relies on lead math, you’re running on outdated assumptions. Ashley shows how to build a system that actually scales revenue, not just reporting.🔗 LINKSRegister for our Oct 8 Pipeline KPI Workshop Follow GTM Live on Spotify Subscribe to the GTM Live YouTube Channel Connect with Carolyn on LinkedInConnect with Ashley on LinkedIn —This episode is powered by Passetto, a technology-enabled GTM advisory 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.
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