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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 We cut through the noise & ditch outdated playbooks.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.
Latest Episodes
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- Yesterday1h 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
- 2 weeks agointerview53 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.
- 4 weeks agoroundtable47 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]-----------------------------------------------------
- Jun 23, 2026interview39 min6-min read
Brand Is Trust: Gong's Udi Ledergor on Marketing in the AI Era
Udi Ledergor, chief evangelist at Gong and former CMO, shares how building a brand rooted in trust, customer obsession, and tight sales-marketing alignment enabled Gong to scale past $500 million in ARR. He emphasizes that lasting growth comes not from marketing hacks, but from creating raving fans through exceptional product experiences and using real customer insights—powered increasingly by AI—to drive strategy.
- Jun 16, 2026conversational42 min5-min read
What to Do When Your RevOps Team Is the Blocker to Your Marketing KPIs
Marketing leaders are under immense pressure to demonstrate measurable business impact, yet most remain stuck due to outdated RevOps processes and misaligned priorities. Despite investments in data infrastructure and AI, fewer than 2% of teams can tie marketing efforts to core revenue KPIs like win rate or sales velocity.
- Jun 2, 2026conversational23 min4-min read
How AI Natives Are Using Claude Code to Rewrite GTM — with Jordan Crawford (Uncut in the Desert)
Jordan Crawford, a GTM strategist and AI-native operator, discusses how large language models and tools like Cloud Code are fundamentally reshaping sales, prospecting, and professional reinvention. He argues that traditional methodologies are obsolete and that the future belongs to those who immerse themselves in AI tools, develop new mental models, and act on high-velocity experimentation.
- May 28, 2026conversational47 min6-min read
The Pressure B2B Marketing Leaders Don’t Talk About Enough
Carolyn and Amber, hosts of a B2B marketing and RevOps podcast, discuss their recent vacations, personal growth insights, and major developments behind the scenes at their company, Pacetto, including the launch of a new marketing influence dashboard and progress on their SaaS analytics product. They reflect on the limitations of MQLs, the importance of measuring true marketing influence, and the challenges of shifting organizational KPIs.
- May 12, 202627 min
How to Make Marketing Influence Defensible to Your CFO
📹 NEW on YouTube: MQLs are Dead. Here’s What B2B Marketers Should Track InsteadYou can't be a great marketer if your best work doesn't show up in your data.If you're a marketing leader, you've spent years being measured by "Marketing Sourced" pipeline and revenue. And you've spent just as long watching your other work — your influence, your perception-shaping, your role inside active deals — get written off as fluffy or unmeasurable. A marketing function that can only point to sourced pipeline is telling leadership one thing: we're only good at the last mile: demand capture. But there's a proven way to turn marketing influence into a hard, defensible number — one that proves real business impact and real revenue results to your CFO and board.What this episode covers:The industry shift toward perception marketing and creating the conditions for buyers to choose you, and why traditional KPIs can't see itWhy the engagement and awareness stage is far longer than most marketing teams realizeHow to measure marketing's role inside active sales cycles, not just at the top of the funnelThe cohort analysis every marketing leader should be running: opportunities with marketing engagement vs. those without, and what win rate, sales cycle length, and deal size reveal about your real contributionHow TOFU work compounds into pipeline velocity across the full lifecycleHow to show up as a value creation partner to the rest of the business, not just a lead-gen functionIf you're a marketing leader tired of watching your best work disappear into someone else's pipeline number, this one's for you.-----------------------------------------------------Want answers now?🔎 The fastest way to understand how marketing is driving pipeline and revenue → All your data, connected, so you can see what’s working, your real business impact, and where to double down.[Get your full pipeline & revenue breakdown in 2 weeks]-----------------------------------------------------Not ready for that yet?🎯 Understand why it’s been so hard to see what’s working → We’ll show you why your current KPIs can’t answer these questions.[Apply for a 1-hour working session]-----------------------------------------------------This episode is powered by Passetto. If your marketing dashboards aren't giving you straight answers, you're in good company. Most Marketing teams simply don't have the KPIs to understand how they are driving pipeline and revenue across the full buyer journey, and where budget is being wasted.Passetto changes that, giving marketing leaders the KPIs they need to act with confidence in today's B2B buying era.
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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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Frequently Asked Questions
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