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JUST LAUNCHED: Go beyond outdated marketing measurement and static dashboards.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 it

• The 3 foundational data problems that make marketing measurement unreliable

• Why broken contact relationships can make marketing’s impact invisible

• How inconsistent marketing signal tracking creates major gaps in the buyer journey

• Why inconsistent CRM fields and definitions lead to conflicting answers

• The risk of AI giving you confident answers based on incomplete or broken data

• What needs to be in place to unlock better KPIs like marketing lift, pipeline velocity, win rate, and full buyer journey visibility

• How a trusted data foundation changes the way marketing leaders report to the board and make decisions

The real opportunity with AI isn't just getting answers faster. It's finally getting better answers you can trust.

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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

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📹 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

Learn how to use AI to answer the marketing questions that actually matter. Join our free live Masterclass → https://www.passetto.com/ai-marketing-kpi-masterclass

Showing up in AI search isn't a ranking game. It's a category-level eligibility problem.

In this episode, Carolyn and Amber sit down with Gaetano DiNardi, the GOAT of SEO, to break down what actually gets a brand recommended by an LLM: entity association, AKA the model's pre-existing, trained-in belief that you belong in a category. It takes months, sometimes years, to build. No schema markup or "LLMs.txt" trick shortcuts it.

Then they go after the citation obsession running the GEO conversation. Gaetano has clients getting cited constantly and still not getting recommended, because a citation and a recommendation aren't the same thing.

Topics covered:

• Why GEO is a category eligibility problem, not an SEO ranking problem

• What "entity association" is, how long it realistically takes to build, and why some brands shouldn't even try yet

• The citation myth: why getting cited everywhere doesn't mean getting recommended, and why the "95% third-party" stat is misleading

• What it actually takes to get recommended by name when a buyer asks an AI tool for a shortlist

• Why top-of-funnel content is dying on owned domains and moving to "rented land" (YouTube, LinkedIn, Substack)

• Who should prioritize SEO/GEO right now, and who's still too early to bother

Skip to 47:00 to watch a live walkthrough: Gaetano reverse-engineers a ChatGPT recommendation in real time, asking it directly how it landed on an answer and which sources it actually pulled from.

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Measure marketing beyond leads and last-touch attribution.

Passetto unifies CRM and marketing data into one clean, governed model, to finally help marketing leaders measure the KPIs they actually need.

See how marketing influences pipeline, how marketing changes win rates and deal size, which programs are actually working, 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

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🔗 MORE FROM GAETANO

Follow Gaetano on LinkedIn: https://www.linkedin.com/in/officialg/ 

Subscribe to Gaetano’s Substack: https://marketingadvice.substack.com/ 

Work with Gaetano: https://marketingadvice.io/ 

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📹 B2B Marketing is Hard Until You Build Systems Like This: https://www.youtube.com/watch?v=ehJ1kEGgk0A 

📹 Why B2B Marketing Measurement is Broken: ⁠https://www.youtube.com/watch?v=Xv8MSmnAu3Y⁠

Subscribe to Passetto’s YouTube channel: ⁠https://www.youtube.com/@PassettoGTM⁠

✨ Join our FREE upcoming Masterclass – Board-Ready Marketing KPIs with AI: https://www.passetto.com/ai-marketing-kpi-masterclass

Marketing is increasingly accountable for revenue while being asked to rely on data it doesn't control and often can't validate.

In this episode, Amber breaks down the main revenue data blind spots that often undermine marketing's ability to explain performance, defend spend, and make decisions with conviction and real evidence..

It starts with an old mindset: that once a deal moves to sales, marketing's job is done. It's not. Marketing has a role throughout the opportunity cycle, but most teams are missing the data they need to understand what happens after handoff.

Sales activity is scattered across systems. Buying committees disappear from marketing's view. Critical fields are manually set or overwritten. And system migrations can wipe out the historical context you need to understand performance over time.

The result? Marketing is held accountable to pipeline and revenue numbers it can't fully explain.

Amber walks through a real client example: pipeline suddenly spiked, the CEO wanted to know why, and the marketing leader couldn't confidently answer. The problem wasn't a lack of data. It was what the data couldn't tell her.

What this episode covers:

• The old mindset that convinces marketing its role ends at handoff and why that's increasingly dangerous
• Why sales activity is one of the biggest untapped data sources for marketing

• The buying committee data most marketing teams lose once an opportunity is created

• Why manually set and overwritten CRM fields make seemingly simple metrics difficult to defend

• How CRM and marketing automation migrations quietly destroy historical visibility

• A real client story: a pipeline spike marketing couldn't confidently explain to the CEO

• The specific CRM red flags to look for before building your next board narrative

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📹 B2B Marketing is Hard Until You Build Systems Like This: https://www.youtube.com/watch?v=ehJ1kEGgk0A 

📹 Why B2B Marketing Measurement is Broken: ⁠https://www.youtube.com/watch?v=Xv8MSmnAu3Y⁠

Subscribe to Passetto’s YouTube channel: ⁠https://www.youtube.com/@PassettoGTM⁠

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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

The problem with marketing is that so many teams think their job ends when a lead becomes an opportunity. The highest-performing GTM teams know that's where the REAL work begins.

In this episode, Amber sits down with Aviv Canaani, CRO at Datarails, to unpack how the company transformed from a 90% outbound sales motion into a scalable revenue engine powered primarily by inbound demand. Rather than optimizing marketing and sales separately, Aviv shares why the entire funnel should be treated as one connected revenue system and how RevOps, automation, and marketing architecture make that possible.

In this episode:

• Why marketing and sales should operate as one revenue engine
• How Datarails shifted from 90% outbound to 90% inbound
• Why the best marketers take bigger creative risks
• How RevOps can automate the revenue engine, not just report on it
• Why attribution has limits, and what leaders should measure instead
• How AI is changing the future of GTM operations

If you're trying to create more pipeline, improve sales efficiency, or better align marketing and revenue teams, this episode will absolutely challenge how you think about building a modern GTM organization.

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🔗 MORE FROM AVIV & DATARAILS

Follow Aviv on LinkedIn: https://www.linkedin.com/in/avivcanaani/ 

Follow Datarails on TikTok: https://www.tiktok.com/@datarails 

Finance OS by DataRails: https://lp.datarails.com/ai-for-fpa-financeos

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🚀 FREE MARKETING MEASUREMENT AUDIT

Every quarter, you're defending marketing with data that hides most of its impact. You can't fix what you can't measure, and you can't defend what you don’t have evidence for. 

I built a Marketing KPI Audit that pinpoints exactly where you're blind across the buyer journey and recommends 3 priorities that will move the needle most.

I'm giving early access — email me at [email protected] and I'll run yours personally.

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Subscribe to Passetto’s YouTube channel: https://www.youtube.com/@PassettoGTM 

📹 Why B2B Marketing Measurement is Broken: https://www.youtube.com/watch?v=Xv8MSmnAu3Y

There's an instinct every marketing leader is trained to have: fight for credit on pipeline. The best CMOs have realized it's exactly what's holding them back.

In this episode, Carolyn breaks down the behavioral traits that separate the best CMOs from everyone else — the patterns she sees every day working with marketing leaders across B2B SaaS.

Rather than another set of tactics or a borrowed playbook, she unpacks why the highest-performing CMOs let go of credit, obsess over data integrity, stop waiting on RevOps, and build a culture of making decisions from evidence instead of assumptions.

In this episode:

• (01:45) Why the best CMOs let go of marketing credit and what they focus on instead

• (07:33) Why a relentless commitment to data integrity is the foundation every good decision rests on

• (09:55) How elite CMOs stop waiting on RevOps to hand them the numbers that matter

• (14:45) Why the strongest leaders play offense and defense with their board at the same time

• (19:55) How ruthless experimentation drives real breakout results

• (27:12) Why nobody understands your buyer better than your own team

• (28:56) What it actually takes to survive the mental grind of modern marketing leadership

If you're trying to prove marketing's impact, make sharper decisions with your data, or build the resilience to lead through constant change, this episode will challenge how you think about what it takes to be a great CMO today.

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🚀 FREE MARKETING KPI AUDIT

Every quarter, you're defending marketing with data that hides most of its impact. You can't fix what you can't measure, and you can't defend what you don’t have evidence for. 

I built a Marketing KPI Audit that pinpoints exactly where you're blind across the buyer journey and recommends 3 priorities that will move the needle most.

I'm giving early access — email me at [email protected] and I'll run yours personally.

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📹 Ultimate Guide to Marketing Measurement in 2026: https://www.youtube.com/watch?v=d9yfdYi0X4I 

Subscribe to Passetto’s YouTube channel: https://www.youtube.com/@PassettoGTM

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 demand
• The hidden flaw in high-volume personalization
• Why AI amplifies strategy instead of replacing it
• How leading GTM teams build a 360° account view
• The "market of one" framework for modern B2B growth

If your ABM strategy isn't producing the pipeline you expected, this episode may change what you believe the real problem is.

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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

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Check out Twelfth Agency: https://twelfth.agency/ 

Subscribe to Passetto’s YouTube channel: https://www.youtube.com/@PassettoGTM

In this episode, Carolyn sits down with Liam MacCormack, a fractional head of growth who's spent years in the weeds of B2B paid search, to unpack why the channel keeps burning B2B budgets and what to do about it.

They get into the market forces making paid search harder than ever: rising CPCs, zero-click search, and agencies still optimizing like it's 2015. Then they go tactical on a real client scenario — a high-ACV company that's switched agencies multiple times and still can't make it work — and what that reveals about when a channel is worth fixing versus when it's just draining spend.

Topics covered:

• Why "you need to spend more on impression share" is the most seductive upsell in paid search, and the one metric that actually tells you if it's true
• The profile of a company paid search works for, and the profile where it's a waste of money
• Why paid search is a demand-capture channel, and what that means for how you budget it
• How to know when to cut the channel, cut the budget in half, or let it run as a tertiary source
• Why branded search is propping up most agency reporting, and the one question to ask to find out

If your paid search has been underperforming for quarters and the answer is always "give it more time," this one's worth your attention.

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🔗 LINKS + RESOURCES

📹 How to Survive B2B Marketing in 2026: https://www.youtube.com/watch?v=IlEqVWVuwdo

📹 How to Build a Killer GTM Strategy for B2B SaaS: https://www.youtube.com/watch?v=YFK9LvMslOc

📹 Ultimate Guide to Marketing Measurement in 2026: https://www.youtube.com/watch?v=d9yfdYi0X4I

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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: https://www.passetto.com/book-a-call

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The 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 ignore

• The gumball machine fallacy: why "more budget in, more pipeline out" assumes a linear process that buying stopped being years ago

• Nonlinear buying, the dark funnel, and why one overwritten lead record erases the history you actually need

• Real customer data: MQLs accounted for under 6% of pipeline while hand raisers drove 39% of closed-won revenue

• Jon's three-tier lead model and why waiting for hand raisers alone forfeits first-mover advantage and your future pipeline

• The KPI cheat sheet: pipeline velocity, brand-question surveys, post-sale revenue metrics, and the numbers a board actually speaks
• What the shift means for your MarTech stack as AI moves orchestration from rules to reasoning

The 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.

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🔗 LINKS + RESOURCES

📹 How to Survive B2B Marketing in 2026: ⁠https://www.youtube.com/watch?v=IlEqVWVuwdo⁠

📹 How to Build a Killer GTM Strategy for B2B SaaS: ⁠https://www.youtube.com/watch?v=YFK9LvMslOc⁠

📹 Ultimate Guide to Marketing Measurement in 2026: ⁠https://www.youtube.com/watch?v=d9yfdYi0X4I⁠

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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: ⁠https://www.passetto.com/book-a-call⁠

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The marketing funnel you've built your whole strategy around? It never described how people actually buy. It was a tidy oversimplification, and in a world of zero-click search and AI-saturated channels, it's never held up worse.

In this episode, Amber sits down with Udi Ledergor — Gong's first marketer, now Chief Evangelist, author of Courageous Marketing, and the guy who ran a Super Bowl ad and coined a category on the way to $500M in ARR.

Udi's argument cuts against the "hack-everything" reflex of modern GTM: brand isn't a vibe, it's trust, and trust is the only thing that makes a buyer go straight to you instead of crawling through a funnel.

What this episode covers:

• Why brand comes down to one thing, trust, and how raving fans replace the funnel entirely

• The unconventional bets behind Gong's brand: the Super Bowl spot, the bulldog, the 2021 enterprise rebrand

• Why Courageous Marketing never mentions AI on purpose, and what makes a marketing principle timeless

• The two-headed dragon: what actually fixes sales and marketing alignment (hint: do you know how your CRO takes their coffee?)

• Why a marketing team not working from the same data as sales is committing a crime against its own company

• How AI agents now prove marketing's hard impact

This episode unpacks exactly why the companies winning right now are the ones people demand their employer buy.

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🔗 MORE FROM UDI

📖 Grab a copy of Udi’s book Courageous Marketing 📖

Follow Udi on LinkedIn

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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]

📹 NEW on YouTube: Ultimate Guide to Marketing Measurement in 2026

There's no excuse left for not knowing what's driving revenue. The tools are here. The data is here. Operating without the answer has crossed from forgivable into malpractice.

In this episode, Carolyn and Amber get into the marketing measurement problem every marketing leader is living with, and the reason it never gets solved. Your rev ops team is skilled, but they're also buried keeping the lights on. And the build-vs-buy reflex defaults to "build," and nobody's counting what the wait actually costs you.

Both hosts have lived this from the inside: the end-of-quarter scramble, stitching opportunities together one by one, chasing reps to find out if a lead was ever even worked. They name why it keeps happening and what to do instead.

What this episode covers:

• Why leaning on rev ops to fix marketing measurement rarely works and the real cost of waiting another 6-9 months

• The build-vs-buy trap: why "best practice says build it" has become a dirty word when your job is on the line now

• How the top 1% use AI to do what was never possible before, while everyone else just automates KPIs they already had

• The hard metrics that actually move a board: win rate by account tier, sales velocity when marketing's involved, speed-to-lead, web-form conversion velocity

• Why speed-to-lead is a marketing metric, not a sales one — and how quantifying revenue leakage unlocks budget and buy-in

• How to walk into a QBR with two or three defensible numbers and a plan, instead of a "here's what marketing did" slide that lands as "so what?"

• Finding your one real growth lever: is the problem before pipeline creation, or in your ability to close?

The leaders who break out of this don't wait for the data to magically come together. They show up with the few hard numbers their CFO and head of sales actually speak, and stop trying to prove their value every single quarter.

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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]