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GTM Live: Daily Summaries Delivered
by Passetto
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 We cut through the noise & ditch outdated playbooks.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.
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- 4 days ago34 min
AI Is Exposing a Massive Problem With B2B Marketing Data
JUST LAUNCHED: Go beyond outdated marketing measurement and static dashboards. Get better answers and explore performance yourself through AI with Passetto's MCP.Learn more → https://www.passetto.com/marketing-analytics-mcp Every marketing leader is under pressure to adopt AI. And one of the most obvious places to start is reporting, analysis, and marketing KPIs.Just connect your CRM and marketing data to Claude or ChatGPT and start asking questions. Simple, right? Not quite.In this episode, Carolyn breaks down the unsexy data problem sitting underneath AI-powered marketing analytics, and why AI can give you an incredibly confident answer without knowing that the data behind it is incomplete, disconnected, or inconsistent.You'll learn the three places marketing data most commonly breaks, why those gaps make marketing's impact invisible, and what needs to be true before you can reliably use AI to understand buyer journeys, marketing lift, pipeline velocity, win rates, and revenue impact.What the episode covers:Why AI-powered reporting is only as trustworthy as the data underneath itThe 3 foundational data problems that make marketing measurement unreliableWhy broken contact relationships can make marketing’s impact invisibleHow inconsistent marketing signal tracking creates major gaps in the buyer journeyWhy inconsistent CRM fields and definitions lead to conflicting answersThe risk of AI giving you confident answers based on incomplete or broken dataWhat needs to be in place to unlock better KPIs like marketing lift, pipeline velocity, win rate, and full buyer journey visibilityHow a trusted data foundation changes the way marketing leaders report to the board and make decisionsThe real opportunity with AI isn't just getting answers faster. It's finally getting better answers you can trust.-----------------------------------------------------Measure marketing beyond leads and last-touch attribution.Passetto joins your CRM and marketing data into one clean, governed model, so you can finally see how marketing is performing as a whole – not just what channel or campaign gets credited. See how marketing influences pipeline, how marketing changes win rates and deal sizes, which programs are actually driving ROI, and where to invest next. Then query it all through AI, on demand.🚀 See what Passetto can show you → https://www.passetto.com/book-a-call-----------------------------------------------------📹 How Claude Just Changed B2B Marketing Forever: https://www.youtube.com/watch?v=ft6TGfK_nFg 📹 B2B Marketing is Hard Until You Build Systems Like This: https://www.youtube.com/watch?v=ehJ1kEGgk0A Subscribe to Passetto’s YouTube channel: https://www.youtube.com/@PassettoGTM
- 2 weeks agointerview1h 2m7-min read
B2B SEO: The #1 Reason Brands Actually Get Recommended in AI Search — with Gaetano DiNardi
AI is fundamentally reshaping SEO and B2B demand generation by collapsing top-of-funnel content strategies and shifting discovery to AI-powered platforms like ChatGPT, where brand visibility depends on third-party validation and category-level authority rather than on-site content volume. The new paradigm requires marketers to abandon bloated SEO tactics and instead focus on bottom-of-funnel narrative control, entity association, and offsite digital footprint building.
- 3 weeks agosolo20 min4-min read
3 Major GTM Blind Spots Hurting Marketing’s Ability to Measure Revenue Impact
Marketing leaders are routinely hindered by flawed CRM data—especially manually set or overwritten fields like lead source—that prevent them from accurately measuring their contribution to revenue. The real story of marketing performance is obscured by gaps in sales activity logging, incomplete buyer committee contact data, and poorly executed CRM migrations, all of which erode data fidelity and strategic decision-making. Without reliable data, marketing teams cannot defend their spend or collaborate effectively with sales, leading to deferred decisions and lost influence at the executive level.
- Aug 13, 2026interview46 min6-min read
Marketing Creates the Demand. But What Actually Builds the Revenue Engine? — with Aviv Canaani of Datarails
Aviv Canaani, CRO of Data Rails, transformed the company's go-to-market from 90% outbound to 90% inbound by blending bold, creative marketing with rigorous performance metrics, proving that startups must balance brand-building with immediate revenue results to earn executive trust and scale efficiently.
- Aug 3, 2026solo34 min6-min read
7 Traits of Elite CMOs That Have Nothing to Do With Tactics
The most effective CMOs today are defined not by tactical execution but by leadership behaviors: letting go of credit, prioritizing data integrity, refusing to wait on RevOps, balancing offense and defense in strategy, relentlessly experimenting, retaining business context internally, and maintaining high frustration tolerance. These traits enable marketing leaders to drive real business impact in complex, nonlinear buyer journeys, shifting from defending pipeline numbers to shaping strategic narratives grounded in evidence and buyer-centric insight.
- Jul 28, 20261h 1m
The Biggest Lie in Account-Based Marketing (And Why Most ABM Campaigns Never Create Pipeline)
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 demandThe hidden flaw in high-volume personalizationWhy AI amplifies strategy instead of replacing itHow leading GTM teams build a 360° account viewThe "market of one" framework for modern B2B growthIf your ABM strategy isn't producing the pipeline you expected, this episode may change what you believe the real problem is.-----------------------------------------------------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-----------------------------------------------------Check out Twelfth Agency: https://twelfth.agency/ Subscribe to Passetto’s YouTube channel: https://www.youtube.com/@PassettoGTM
- Jul 13, 2026interview53 min7-min read
Why Paid Search Keeps Failing B2B (impression-share traps, demand capture vs. creation, when to pull the plug)
Paid search for B2B is harder than ever due to rising CPCs, plummeting click-through rates, and the dominance of zero-click AI search results. Success requires strong attribution, high-intent demand, and a focus on quality score—not just budget.
- Jul 1, 2026roundtable47 min5-min read
The Rise and Fall of the MQL — Live Workshop Recording with Jon Miller
📅 RSVP For Our Next Live Workshop on July 15: How To Run ABM and Outperform 10X Larger ProgramsThe 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 ignoreThe gumball machine fallacy: why "more budget in, more pipeline out" assumes a linear process that buying stopped being years agoNonlinear buying, the dark funnel, and why one overwritten lead record erases the history you actually needReal customer data: MQLs accounted for under 6% of pipeline while hand raisers drove 39% of closed-won revenueJon's three-tier lead model and why waiting for hand raisers alone forfeits first-mover advantage and your future pipelineThe KPI cheat sheet: pipeline velocity, brand-question surveys, post-sale revenue metrics, and the numbers a board actually speaksWhat the shift means for your MarTech stack as AI moves orchestration from rules to reasoningThe 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.-----------------------------------------------------🔗 LINKS + RESOURCES📹 How to Survive B2B Marketing in 2026📹 How to Build a Killer GTM Strategy for B2B SaaS📹 Ultimate Guide to Marketing Measurement-----------------------------------------------------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]-----------------------------------------------------
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About GTM Live
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.
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