Why is go-to-market still broken in B2B?

Because nobody owns the commercial outcome.

In this pivotal episode of The B2B Playbook, we sit down with Carolyn Dilks (co-founder of Passetto) and Adem Manderovic (co-founder of CRO School) to unpack why sales, marketing, and customer success continue to operate in silos—and what needs to change.

This isn’t another “alignment” chat.

It’s a practical blueprint for rebuilding GTM around commercial oversight, financial accountability, and real market validation—not just KPIs that make the dashboard look good.

We cover:

+ How Predictable Revenue broke GTM—and what comes next

+ Why “meetings booked” is a destructive metric

+ The missing role of commercial acumen in sales and marketing

+ What Passetto does to bridge GTM and finance

+ How CRO School is restoring financial ownership across revenue teams

+ And why this isn’t a fix at the department level—it’s a top-down restructure

If your GTM strategy feels reactive, misaligned, or just plain inefficient—this conversation is your roadmap to a commercially viable, scalable system.

https://theb2bplaybook.com/cro-school

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🔗 Links + CTAs

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💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency

🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school

🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course

Check out Passetto: https://www.passetto.com/

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🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses

📺 YouTube: https://www.youtube.com/@theb2bplaybook

📩 Newsletter: https://theb2bplaybook.com/newsletter/

📚 Latest content: https://theb2bplaybook.com/

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00:00:56 – Why GTM Teams Are Still Broken in 2025

00:04:00 – The Fallout from Predictable Revenue: Modeling Gone Wrong

00:08:07 – The Finance-GTM Gap Nobody Talks About

00:12:10 – Why MQLs & Siloed Metrics Kill Growth

00:16:10 – Why Weekly Syncs Don’t Fix Misalignment

00:20:10 – The Meetings Metric Is Breaking Your Funnel

00:24:20 – Churn Isn’t a CS Problem—It’s a GTM Problem

00:28:20 – What a Real CRO Should Own (and Why Most Don’t)

00:32:25 – What Passetto Does to Fix GTM Blind Spots

00:36:30 – Closed Circuit Selling: A GTM Framework That Works

00:40:30 – Why BDRs Are Operating in a Black Hole

00:44:35 – Final Thoughts & Where to Learn More

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👥 Are you a B2B marketer in a small team??

💰 Need to bring in more revenue for your company (so sales and your boss love you??)

Get the:

🔹 strategy

🔹 templates

🔹 tools

So you have everything you need to drive more revenue for your brand.

See why other B2B marketers like you love The B2B Incubator

Check out: https://theb2bplaybook.com/demand-gen...

S07 E180 - The B2B Playbook

#B2BMarketing #RevenueArchitecture #GoToMarketStrategy #DemandGeneration #MarketingStrategy