In this episode of GTM Live, Carolyn sits down with Matthew Sciannella, VP of Innovation at Refine Labs, for a candid conversation about the flaws of B2B marketing measurement and why so many teams keep fighting the same losing battles.

They dig into why attribution has made a generation of marketing leaders worse at their jobs, what great demand generation actually requires (hint: it starts way upstream with product marketing), and why slapping AI onto a broken system just makes the noise louder.

Episode highlights:

• Why attribution doesn't tell you what's actually driving pipeline and how to move toward incrementality testing instead
• The real reason win rates are so low at most companies (and why more pipeline isn't the answer)
• Why great product marketing is the single biggest common denominator across every high-performing demand program Matt has seen
• How AI is disrupting outbound and why scaling a broken motion with AI just makes it worse faster
• Why companies with messy data are the ones struggling most to make AI work for them
• The case for measuring brand spend against contribution margin instead of source or attribution
• Why fundamentals (e.g. in-person, intentional outreach, real buyer research) are making a comeback in the age of AI noise

If your pipeline dashboards aren't giving you straight answers, this episode is a good gut check on where to look first.

🔗 RESOURCES:

• Spots are open for Passetto's April sprint cohort. It's a 2-week marketing and pipeline audit designed to give GTM teams real clarity before Q2 [Work With Us]
• Follow Carolyn on LinkedIn
• Follow Matt on LinkedIn
• Book a [FREE] 1:1 Revenue Visibility Assessment to find out why you can't answer the pipeline questions that matter most. Schedule Your Session

—

This episode is powered by Passetto. If your pipeline dashboards aren't giving you straight answers, you're in good company. Most GTM teams simply don't have the visibility to understand what's truly driving pipeline and revenue, what's slowing them down, or where to focus next.

🎟️ Join our Live Workshop on Feb 11: The KPIs every marketing team needs to measure to understand their real influence on pipeline.

Save your seat here. Replay included.

In this episode of GTM Live, Amber sits down with Matt Green, Co-Founder and CRO of Sales Assembly, to talk about what’s actually working in GTM right now, and why so many teams are stuck debating the wrong things.

They start with the real root cause of credit wars: marketing and sales are fighting because they’re measured on competing scorecards. Matt makes the case for a simpler model around shared revenue accountability, and why the attribution debate gets a lot quieter when the business is closing deals.

Episode highlights:

• Why credit wars between sales and marketing are a scorecard problem, not a people problem
• How competing KPIs quietly reinforce “sales-sourced vs marketing-sourced” debates
• Why attribution can’t explain why pipeline actually happened
• What’s working to build pipeline in 2026 (micro events, in-person, fewer but higher-quality interactions)
• How AI has changed outbound and why most “good” outreach now blends into noise
• Why forecasting improves when teams track buyer behavior, not seller activity
• How to use social listening (peer conversations) to create content that actually drives engagement

If you’re trying to use content to drive more engagement, more conversations, and more pipeline, this episode is packed with practical ways to do it.

🔗 RESOURCES:

Book a [FREE] 1:1 Revenue Visibility Assessment to learn where your key data gaps are. [Schedule Your Session]

We’re opening our Q2 cohort for the 14-Day Revenue Visibility Diagnostic, designed to help GTM teams understand what’s actually driving pipeline, where measurement breaks down & what to fix going into Q2. [Book a call to see if you’re a fit]

Follow Amber on LinkedIn

Follow Matt on LinkedIn

Check out the amazing stuff Sales Assembly is doing

–

This episode is powered by Passetto. If your pipeline & revenue dashboards aren't giving you straight answers, you're in good company. Most GTM teams simply don't have the visibility to understand what's truly driving pipeline and revenue, what's slowing them down, or where to focus next.

You asked, we're answering. In this listener Q&A episode, Amber and Carolyn tackle the hard questions GTM leaders are wrestling with behind closed doors…from broken attribution models to navigating organizational resistance when you're trying to drive real change.

In this episode:

• Real talk on entrepreneurship: the wins, the loneliness, and knowing when to walk away

• Navigating organizational resistance when you're championing change

• Why being in the top 5% of GTM leaders means accepting you're always pushing uphill

• Why first-touch and last-touch attribution keep haunting you (and how to finally escape)

• How to get executive buy-in when everyone's comfortable with the status quo

• Why deals from different sources have wildly different ACVs and win rates

• The systematic reality of revenue generation, and why singular attribution models completely miss it

This isn't surface-level advice. Amber and Carolyn are in the trenches daily with CROs, CMOs and RevOps leaders, rearchitecting go-to-market strategies and challenging sacred cows. We’re bringing real examples to this convo, honest reflections about entrepreneurship, and zero sugarcoating about what separates companies that evolve from those that don't.

Keep sending your questions. We want to hear your hot takes, especially if you disagree with what we’re saying.

🔗 CTAs & LINKS:

• Get the visibility and strategic priorities your GTM team needs to move decisively. Book your 14-Day Sprint.
• Register for our upcoming Virtual Workshop
• Book a free 1:1 Revenue Visibility Assessment to diagnose your data gaps
• Follow Carolyn on LinkedIn
• Follow Amber on LinkedIn

–

This episode is powered by Passetto. If your pipeline dashboards aren't giving you straight answers, you're in good company. Most GTM teams simply don't have the visibility to understand what's truly driving pipeline and revenue, what's slowing them down, or where to focus next.

Passetto changes that. In just 14 days, our Sprint gives you full-funnel visibility, clear answers about what's working and what isn't, and a focused set of strategic priorities to accelerate pipeline creation and align your teams immediately.

Most marketing and revenue leaders know their data model is flawed. The elite ones actually architect something new. This is how.

This episode is part of a 5-part series exploring the journey B2B revenue leaders take from reactive chaos to finally understanding, measuring, and transforming their entire Revenue Factory. Each stage represents a critical inflection point and the exact moments that separate leaders who consistently hit targets and drive real, provable results.

This episode explores Stage 4: Architecting Transformation—where you shift from recognizing what's broken to designing what comes next. This is where transformation moves from concept to practice.

What We Cover in This Episode:

• The two realizations that trigger readiness for transformation: understanding the career-ending cost of staying in a broken system AND seeing lived proof of what's possible when you rebuild
• The 4 core elements your new data model MUST have: removing department silos, multi-dimensional tracking, the new GTM stages, and unified metrics with separate accountability
• Why the old Demand Waterfall model is structurally broken and what the Engage → Prospect → Pipeline framework unlocks
• How to operate GTM like a relay race instead of siloed teams competing for credit
• The exact business case framework to get leadership buy-in (including how to quantify the revenue you're leaving on the table)
• Build vs. buy: Understanding the "Time Tax" and why elite teams move 4–5x faster with proven frameworks
• The 3 critical mistakes that kill transformation before it even starts and how to avoid them

This is the episode for every revenue, marketing, or GTM leader who has ever thought:

"I know what needs to change, but I don't know where to start"

"How do I get leadership to invest in this transformation?"

"What does the new model actually need to look like?"

Stage 4 is where you become the architect of your own transformation. This is where you stop talking about change and start building it.

🔗 CTAs & LINKS:

• Get the visibility and strategic priorities your GTM team needs to move decisively. Book your 14-Day Sprint.
• Register for Passetto's upcoming virtual events
• Book a free 1:1 Revenue Data Assessment
• Follow Carolyn on LinkedIn

–

This episode is powered by Passetto. If your pipeline dashboards aren't giving you straight answers, you're in good company. Most GTM teams simply don't have the visibility to understand what's truly driving pipeline and revenue, what's slowing them down, or where to focus next.

Passetto changes that. In just 14 days, our Sprint gives you full-funnel visibility, clear answers about what's working and what isn't, and a focused set of strategic priorities to accelerate pipeline creation and align your teams immediately.

In this episode, Carolyn and Amber break down a real-world case study of a $25M ARR enterprise SaaS company in a highly regulated industry that came to Passetto with strong teams, active demand, and declining win rates...but no reliable way to explain the genetic makeup of their deals or prove how marketing influenced revenue.

We break down what surfaced during a 14-day analysis: why most opportunities had no clear lineage, how underperforming channels like paid search were absorbing spend without driving meaningful conversion, and how marketing influence effectively disappeared once deals entered the sales cycle.

Most importantly, we share how rebuilding visibility across the funnel can turn win rate into a controllable lever, and why we estimate this shift alone could unlock ~$1M in incremental revenue, without increasing pipeline volume, budget, or headcount.

We break down the insights their team uncovered:

• Why 80% of opportunities ($3.5M) had no explainable lineage, making pipeline creation effectively invisible
• Why paid search underperformed by driving low-intent traffic instead of pipeline-ready buyers
• How marketing influence dropped to near zero in late-stage deals, leaving active opportunities unsupported
• Why win rate, not pipeline volume, was the primary revenue constraint
• How improving visibility alone created a clear, estimated ~$1M revenue upside using the existing pipeline and budget

This episode shows how a clear view into what actually drives revenue became a forcing function for action, giving this team’s leadership the confidence to move fast, fix foundational gaps, and use the findings as a business case for planning the first two quarters of 2026.

🔗 CTAs & LINKS:

• Get the visibility and strategic priorities your GTM team needs to move decisively. Book your 14-Day Sprint.
• Register for Passetto’s upcoming virtual events
• Book a free 1:1 Revenue Visibility Assessment
• Follow Carolyn on LinkedIn
• Follow Amber on LinkedIn

–

This episode is powered by Passetto. If your pipeline dashboards aren’t giving you straight answers, you’re in good company. Most GTM teams simply don’t have the visibility to understand what’s truly driving pipeline and revenue, what’s slowing them down, or where to focus next.

Passetto changes that. In just 14 days, our Sprint gives you full-funnel visibility, clear answers about what’s working and what isn’t, and a focused set of strategic priorities to accelerate pipeline creation and align your teams immediately.

When you’re working harder than ever and still getting questioned, most leaders assume they’re the problem.

But what if the real reason you're exhausted isn’t lack of effort...it's that you’re trying to win inside a model that was never designed to show your impact?

This episode is part of a 5-part series exploring the journey B2B revenue leaders take from reactive chaos to finally understanding, measuring, and transforming their entire Revenue Factory. Each stage represents a critical inflection point and the exact moments that separate leaders who consistently hit targets and drive real, provable results… from those who spend every quarter scrambling, duct-taping reports, and wondering why nothing is working.

This episode explores Stage 3: The Breaking Point, AKA the most emotionally charged and career-defining moment in the entire transformation journey.

What We Cover in This Episode:

• Why Stage 3 is the moment leaders either break down, or break through
• Why constant scrutiny, unclear reporting, and cross-functional finger-pointing aren’t personal failures, but symptoms of a broken data model
• The exact frameworks that explain why you're stuck and what has to change to unlock real revenue clarity
• Why duct-taped reporting, activity-based KPIs, and siloed metrics guarantee misalignment
• How top-performing GTM teams rebuild their entire foundation, and why it transforms everything from credibility to win rates

This is the episode for every revenue, marketing, or GTM leader who has ever thought:

I’m exhausted from constantly defending myself.”

“I KNOW we’re making an impact, so why can’t I prove it?”

“What if the problem isn’t me… but the entire system?”

🔗 CTAs & LINKS:

• Get the visibility and strategic priorities your GTM team needs to move decisively. Book your 14-Day Sprint.
• Register for Passetto’s upcoming 2-Day GTM Intensive
• Book a free 1:1 Revenue Visibility Assessment
• Follow Carolyn on LinkedIn

–

This episode is powered by Passetto. If your pipeline dashboards aren’t giving you straight answers, you’re in good company. Most GTM teams simply don’t have the visibility to understand what’s truly driving pipeline and revenue, what’s slowing them down, or where to focus next.

You launched the experiments. You spent the budget. And now leadership wants answers. And suddenly every QBR feels like a fire drill.

This is Stage 2 of the revenue leader’s transformation—the moment when activity is high, effort is real, but impact is frustratingly hard to prove. You’re working harder than ever, yet you can’t confidently tie what your team is doing to pipeline, revenue, or real ROI.

This episode is part two of a five-part series exploring the journey B2B revenue leaders go through as they move from reactive execution to full revenue visibility and executive-level confidence. Each stage represents a breaking point, where leaders either confront the real problem or stay stuck explaining away the same issues quarter after quarter.

In this episode, we unpack Stage 2: The QBR Fire Drill—the phase where credibility, confidence, and career momentum are quietly put at risk.

You’re likely in Stage 2 if you’ve ever said, “Board decks take days to build and still don’t tell a clean story.”

What We Cover in This Episode:

• Why QBRs become fire drills and what that reveals about your data foundation
• The hidden cost of stitching together spreadsheets, slide decks, and conflicting reports
• How legacy GTM data models quietly destroy credibility at the executive level
• The most common data architecture flaw preventing revenue visibility (and why it’s so easy to miss)
• The moment leaders realize they can’t survive another quarter operating this way
• What it takes to shift from lagging, backward-looking metrics to forward-looking visibility

This stage forces a hard reckoning.

Not just with your systems, but with your willingness to challenge the status quo, speak uncomfortable truths, and admit that the current way of measuring GTM is no longer good enough.

🔗 CTAs & LINKS:

Get the visibility and strategic priorities your GTM team needs to move decisively. Book your 14-Day Sprint here.

Register for Passetto’s upcoming 2-Day GTM Intensive

Book a free 1:1 Revenue Visibility Assessment

Follow Carolyn on LinkedIn

–

This episode is powered by Passetto. If your pipeline dashboards aren’t giving you straight answers, you’re in good company. Most GTM teams simply don’t have the visibility to understand what’s truly driving pipeline and revenue, what’s slowing them down, or where to focus next.

Passetto changes that. In just 14 days, our Sprint gives you full-funnel visibility, clear answers about what’s working and what isn’t, and a focused set of strategic priorities to accelerate pipeline creation and align your teams immediately.

In this episode, Carolyn and Amber pull back the curtain on a $500M cybersecurity company that came to Passetto stuck in last-touch reporting, declining win rates, an overreliance on product trials, and zero visibility into what SDRs were actually working.

In just 14 days, their Growth Sprint surfaced what months of internal analysis couldn’t: the true drivers of revenue, why trials convert at only 5%, why hand-raisers deliver 2X the deal size and win rate, and how 40% of opportunities are created with no traceable sales trigger at all.

We walk through the exact before-and-after: their revenue architecture score, the missing SDR prospecting layer, the downstream impact of “low-signal” opportunities, and the data that finally gives the team conviction to modernize their demand engine.

Even with strong tools and a mature sales motion, they’re operating with only 55% revenue visibility, record-low win rates, and a demand strategy built almost entirely on trials—until the Sprint changes the trajectory.

We break down the insights their team uncovers:

• Why 55% of SDR workload comes from trials that win at only 5%
• How high-intent hand raisers deliver 2X the ACV and more than 2X the win rate
• Why only 35% of opportunities show early-stage signals
• How more than 40% of opportunities have no traceable prospecting trigger at all
• And how a two-week sprint becomes the “forcing function” they need to move from uncertainty to a clear set of strategic priorities

A powerful example of what happens when companies finally get the full-funnel visibility they’ve been missing.

🔗 CTAs & LINKS:

• Register for Passetto’s upcoming virtual events
• Book a free 1:1 Data Visibility Assessment
• Follow Carolyn on LinkedIn
• Follow Amber on LinkedIn

–

This episode is powered by Passetto. If your pipeline dashboards aren’t giving you straight answers, you’re in good company. Most GTM teams simply don’t have the visibility to understand what’s truly driving pipeline and revenue, what’s slowing them down, or where to focus next.

Book a 14-Day Growth Sprint and get clear answers about what’s working and what isn’t, and a focused set of strategic priorities to accelerate pipeline creation and align your teams immediately.

🔓 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 working
• The "Pipeline Black Box"—the critical Prospecting stage between marketing touch and opportunity creation that 100% of companies fail to track
• The exact GTM factory data model: every field, object, and signal type you need to build full-funnel visibility in your own systems
• What to actually measure at each stage: prospecting analytics, signal analytics, and engagement diagnostics

This 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 events

Book a free 1:1 Revenue Visibility Assessment

Follow Carolyn on LinkedIn

Follow 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.

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 instead
• How to work backwards from customer pain using public data and AI
• The game-changing concept of "the list is the message"
• How to identify demonstrable value props that competitors can't replicate
• Why 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 data

AI 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 YouTube⁠

Follow Jordan on LinkedIn

Subscribe to Cannonball GTM on Substack

Follow 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.