This week on GTM Live, Carolyn sits down with Sam Dunning, SEO leader and B2B growth expert, to unpack how SEO has dramatically evolved and what top-performing companies must do to adapt.

They dive into why traditional SEO—focused on keywords, rankings, and traffic—is now too siloed, and how modern SEO needs to align with revenue, messaging, and the full customer journey.

They also explore outdated SEO metrics, the pitfalls of last-touch attribution, and why shifting to a revenue-influence mindset is essential.

You’ll hear what modern SEO looks like in a revenue-led org, how category narrative (not keyword stuffing) is the new growth lever, and how AI is reshaping both content production and search behavior.

Together, Carolyn and Sam challenge the idea that SEO can be a standalone marketing channel, it’s a powerful GTM distribution engine when done right.

Key topics in this episode:

• Why SEO can’t be a silo anymore

• How to reframe SEO as a distribution strategy, not just a traffic engine

• Why aligning SEO with your company’s POV drives better outcomes

• How AI is reshaping the content and SEO landscape

• Why B2B companies need to track influence, not just rankings or leads

• The biggest SEO measurement mistakes teams still make

• What high-performing teams are doing differently with content
  

📣 Share this with any marketer or RevOps leader still tracking SEO like it’s 2015.

This episode is powered by ⁠⁠Passetto, a GTM advisory and software company that helps B2B SaaS teams achieve true Revenue Visibility. We work alongside revenue leaders to expose data blind spots, build the right data infrastructure, and eliminate the pipeline black hole. Visit ⁠⁠passetto.com⁠.

This week on GTM Live, Carolyn sits down with Dave Boyce, Executive Chair at Winning by Design and longtime SaaS builder, to explore why GTM systems are breaking, and what modern companies must do differently to build for predictable, customer-centered growth.

They dive into what Dave calls “the layers of sediment” that have built up over time, e.g. commissions, org design, reporting structures, and outdated dashboards, and why those legacy systems are misaligned with today’s buying behavior.

They also talk about the real challenges CROs are facing right now: Deals are harder to win, old tactics aren’t working, and most GTM teams are stuck optimizing for the wrong outcomes.

You’ll hear practical examples of what high-performing companies like Atlassian are doing differently, the importance of empathy in system design, and why the CEO—not just Sales or Marketing—needs to own this transformation.

Together, they unpack why most GTM strategies break down. And it’s not because of effort, but because they lack system design.

Key topics in this episode:

• The broken layers of GTM measurement, and why that era is over

• Why commissions often reinforce short-term, self-interested behavior

• Why visibility across the full funnel/bowtie is essential for accountability and improvement

• The "Andon Cord" concept from Toyota and what GTM can learn from it

• Why the CEO must own GTM system design (and why FP&A is the ideal quarterback)

• What Atlassian does differently to align around the customer

📣 Share this with an exec who still thinks GTM is a funnel.

This episode is powered by ⁠⁠Passetto⁠⁠. We help high-growth and equity-backed companies turn GTM data into better decisions, faster. We unify your GTM and financial data, identify your growth levers, and help you scale. Part SaaS, part advisory. Visit ⁠⁠passetto.com⁠.

This week on GTM Live, Carolyn and Trevor walk through a practical, step-by-step breakdown of how companies should be measuring GTM performance—beyond the outdated funnel reports and measurement models that most teams are still relying on.

This episode is structured like a mini masterclass: You’ll learn the real stages of the GTM revenue factory, what metrics to track at each one, and how to spot the signals that lead to qualified pipeline before opportunities even exist.

They also cover how most common GTM measurement systems fail, and what leading companies are doing instead, and why this shift helps teams make better, faster decisions across Marketing, Sales, and RevOps.

Whether you’re struggling to prove impact, spot performance issues early, or get your execs aligned on what’s actually driving growth—this one’s for you.

Key topics in this episode:

• Why funnel reports and common Marketing metrics often give a false sense of progress

• The disconnect between GTM activity and what leaders actually want to know

• How to rethink pipeline measurement and what metrics to rely on as your north star

• What high-performing companies are tracking at each GTM stage

• How to evolve your dashboard into a true Revenue Command Center
  

This episode is powered by ⁠⁠Passetto⁠⁠. We help high-growth and equity-backed companies turn GTM data into better decisions, faster. We unify your GTM and financial data, identify your growth levers, and help you scale. Part SaaS, part advisory. Visit ⁠⁠passetto.com⁠.

This week on GTM Live, Carolyn unpacks one of the most deeply ingrained—but damaging—habits in B2B go-to-market: measuring success based on which department sourced the deal.

While many marketing leaders know this approach doesn’t reflect reality, changing it is hard, especially in legacy orgs with outdated attribution models, internal inertia, and leadership that still demands simple answers to complex questions.

In this solo episode, Carolyn breaks down the real problem: measuring performance by team creates siloed decision-making, warped incentives, and misses what actually moves buyers through the funnel.

You’ll hear why the future of GTM performance measurement is about mapping buyer behavior across an interconnected journey, not slicing credit by department. And she shares the exact 5-part framework Passetto uses to help teams ditch "department-sourced" for something far more accurate and impactful.

If you’ve ever struggled to prove Marketing’s full impact, or if your exec team is still obsessed with MQLs and last-touch attribution, this episode will hit home.

Key topics in this episode:

• Why “department source” attribution is outdated and misleading

• The real structure of a modern buyer journey

• How this model leads to misaligned KPIs and credit battles

• Why most GTM teams lack the data architecture to measure what matters

• A new framework to measure engagement, prospecting, and sales as one integrated system

This episode is powered by ⁠⁠Passetto⁠⁠. We help high-growth and equity-backed B2B SaaS companies turn GTM data into better decisions, faster. We unify your GTM and financial data, identify your growth levers, and help you scale. Part SaaS, part advisory. Visit ⁠⁠passetto.com⁠.

This week on GTM Live, Carolyn sits down with Megan Bowen, CEO of Refine Labs, to unpack why so many B2B companies are pouring budget into paid media, and still missing revenue targets.

They break down what’s really going wrong: not too much paid media, but too much spend on a strategy that doesn’t convert. Pipeline is down. Revenue is down. And yet, the response is often to spend more, not better.

You’ll hear why performance marketing often fails to deliver real outcomes, how misaligned KPIs drive bad decisions, and what separates newer, agile companies from legacy players still running outdated GTM playbooks.

Megan shares insights from working with dozens of growth-stage companies and how leadership mindset, speed of iteration, and willingness to challenge old assumptions can make or break your demand strategy.

If you’ve been trying to defend paid spend, or wondering why results are flat despite doing “all the right things”, this episode is for you.

Key topics in this episode:

• Why paid media often fails to convert to pipeline or revenue

• The difference between new-school and old-school GTM teams

• Why optimizing for MQLs leads to the wrong outcomes

• How to rethink measurement for real demand capture

• What high-performing growth teams do differently

This episode is powered by ⁠⁠Passetto⁠⁠. We help high-growth and equity-backed companies turn GTM data into better decisions, faster. We unify your GTM and financial data, identify your growth levers, and help you scale. Part SaaS, part advisory. Visit ⁠⁠passetto.com⁠.

This week on GTM Live, Carolyn and Trevor unpack the 9 go-to-market dysfunctions quietly derailing growth at even the most ambitious B2B companies.

They dig into why so many teams, despite big budgets, headcount, and tools, are still struggling to drive efficient growth.

Spoiler: it’s not the people. It’s the system.

You’ll hear why fragmented data, financial secrecy, and siloed ownership are causing misalignment across marketing, sales, finance, and CS. And what it takes to rebuild GTM as a unified, accountable system.

Trevor breaks down the real role of RevOps (and why it’s failing in most orgs), while Carolyn makes the case for ditching vanity metrics and rethinking how you measure and invest in growth.

If you’re questioning whether your CAC is sustainable or your GTM truly aligned, this one’s for you.

Key topics in this episode:

• The 9 biggest GTM dysfunctions hurting growth
• Why RevOps struggles to drive real impact
• How to align GTM and finance on a shared data model
• The danger of over-investing in top-of-funnel
• Why teams fix symptoms, not systems
• What it actually takes to build a full-funnel growth engine

This episode is powered by Passetto.
We help high-growth companies build the GTM system they should’ve had all along: measurable, connected, and built for real growth. We integrate your CRM, financials, and GTM data to uncover what’s working, what’s not, and what to do next.
Part platform, part advisory. All about clarity.
Learn more at passetto.com.

This week on GTM Live, Carolyn sits down with Nick Flamini, host of the Sales Architecture Podcast, to explore the real reasons most go-to-market teams are still struggling—despite all the headcount, tools, and budget.

They dig into the myth of “more BDRs = more pipeline,” and why most organizations are missing the data, architecture, and cross-functional alignment required to scale efficiently.

Carolyn explains why “go-to-market bloat” is a symptom of deeper system issues, not bad people. She shares how Passetto is helping companies rethink how they connect marketing, sales, finance, and RevOps through a unified GTM data layer.

Nick challenges the hype around AI in outbound, and the two unpack why trust, process, and measurement (not volume) are the levers that matter most.

If you’ve ever questioned whether your CAC is actually sustainable, or felt stuck trying to prove marketing’s impact, this episode is your blueprint.

Key topics in this episode:

• Why most CRM data is unusable, and what to do about it
• The epidemic of go-to-market bloat and over-hiring
• How AI is flooding outbound and eroding trust
• Why finance must own more of GTM efficiency
• The trap of MQL targets and performance by team
• What it takes to build a real full-funnel revenue factory

This episode is powered by ⁠Passetto⁠. We help high-growth and equity-backed companies turn GTM data into better decisions, faster. We unify your GTM and financial data, identify your growth levers, and help you scale. Part SaaS, part advisory. Visit ⁠passetto.com

Most SaaS teams claim they’re “doing PLG,” but very few are doing it well.

This week on GTM Live, Carolyn and Trevor sit down with Wes Bush, CEO of ProductLed, to unpack why product-led growth often fails—and what to do about it. They explore why PLG isn’t just a pricing model or trial strategy, but a deep, systems-level shift that most teams underestimate.

Wes shares the “PLG iceberg” framework: how surface-level features (like a free trial) are only a fraction of the equation, and what’s really beneath the waterline. Carolyn draws parallels to GTM systems and explains why execution gaps usually stem from unseen issues like misaligned metrics, siloed teams, or weak infrastructure. Trevor reveals why so many companies stall out after initial traction and how to diagnose whether PLG is truly viable for your product and team.

If your version of PLG starts and ends with a self-serve signup, this conversation will change your thinking.

Key topics in this episode:

• Why most PLG initiatives stall or fail to scale

• The “iceberg” analogy for understanding real PLG systems

• How internal misalignment derails otherwise solid PLG ideas

• Why surface-level success metrics are misleading

• What CEOs and GTM leaders get wrong when trying to “go PLG”

• What foundational systems need to be in place before you can succeed with PLG

📘 Grab Wes Bush’s free e-book “Product-Led Growth: How to Build a Product That Sells Itself” at productled.com/book/product-led-growth

This episode is powered by Passetto. We help high-growth and equity-backed companies turn GTM data into better decisions, faster. We unify your GTM and financial data, identify your growth levers, and help you scale. Part SaaS, part advisory. Visit passetto.com

Everyone’s analyzing win rates, but too few teams are asking the harder question: how did that opportunity even begin?

This week on GTM Live, Trevor and Carolyn break down the most overlooked stage in go-to-market: what happens before a lead becomes a lead. They unpack why early-funnel signals (the ones that come before forms, meetings, or MQL scores) are where your growth strategy is made or broken.

They explain why it’s not enough to measure performance after the fact, and how traditional attribution misses the hidden work happening in the earliest phases of pipeline creation.

Carolyn explains how early signal data is shaping a new standard for pipeline visibility, and Trevor shows how to connect that data to real decisions: budget, headcount, channels, and more.

If your GTM reporting starts at the opportunity stage, you’re already behind.

Key topics in this episode:

• Why traditional approaches to attribution often tells a false story
• Why marketing and sales leaders need to rethink “first touch” and “last touch” measurement
• What happens when early-stage activity is left out of pipeline ROI models
• How to expose the invisible work that actually drives revenue
• The GTM gaps that surface when ops teams aren’t tracking signals
• The early indicators that help you scale GTM programs with confidence

This episode is powered by Passetto. We help high-growth and equity-backed companies turn GTM data into better decisions, faster. We unify your GTM and financial data, identify your growth levers, and help you scale. Part SaaS, part advisory. Visit passetto.com

Everyone’s trying to grow pipeline, but only few companies are measuring the part of GTM that actually creates it.

This week on GTM Live, Trevor and Carolyn expose why the early-stage “signals” that actually drive pipeline are the ones most teams ignore.

They dig into the real problem: teams aren’t tracking signals across the entire pipeline creation journey. Instead, they're relying on last-touch or deal source attribution that tells you nothing about what’s actually working. Trevor explains why so many GTM decisions are disconnected from cost and impact, while Carolyn shares why she believes most attribution reporting is a smokescreen.

This episode makes the case for a new standard: tracking what prospects are engaging with before they hit a lead score or sales touches them, and tying that behavior to outcomes. If your prospecting motion isn’t part of your GTM analysis, you’re missing the whole story.

Key topics in this episode:

• Why signal tracking before sales engagement is essential
• The cost of ignoring the prospecting stage in your GTM model
• What deal source and lead attribution don’t tell you
• How to connect early engagement to ROI and pipeline movement
• The questions every GTM team should ask about efficiency
• Why companies are misreporting success to the board