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

This week on GTM Live, Carolyn and Trevor dive into the messiness of go-to-market strategy: overspending on pipeline, bad attribution models, and why marketers are often stuck doing RevOps jobs.

Carolyn breaks down the trap of chasing new logos without clear ROI, while Trevor shares how his IT-to-marketing journey led to launching Passetto to fix these exact issues. They get into why data architecture matters before building strategy, and how single-touch attribution is holding teams back.

Stick around for listener Q&A, lessons learned from the trenches, and real talk on what actually drives growth.

Key topics in this episode:

• Why most GTM strategies fall apart without strong data foundations

• The hidden cost of single-touch attribution

• What marketing leaders shouldn’t be doing (hint: RevOps)

• How to think about ROI before chasing pipeline

• Lessons learned from building Passetto to solve these problems

Come hang with us live during our weekly podcast recording—tune in, ask questions, and be part of the convo. Grab your spot at passetto.com/events.

After a month-long sabbatical that took him across Australia, New Zealand, and Fiji, Chris Walker returns to Revenue Vitals with a life-changing announcement. 

In this deeply personal episode, Chris reveals a profound shift in his perspective and purpose that has led him to hand over hosting duties to Carolyn Dilks (Co-Founder and Managing Partner @ Passetto) who will be rebranding the show to “GTM Live”, while he embarks on a new mission. 

Sharing intimate details about his personal transformation through self-reflection and experiencing "operating system upgrades," Chris outlines his new mission for helping others unlock their innate human potential. 

This is the start of a new chapter for Revenue Vitals, which will now become “GTM Live” hosted by Carolyn Dilks.

And it is a new chapter for Chris, who will be announcing his new podcast and mission in even more details soon.

Stay tuned for more.

In this unique episode, Chris shares the unfiltered audio from a consulting call with an entrepreneur. Chris offers advice from his personal experience building multiple businesses to 7 and 8 figures in revenue.

Here’s what you’ll learn in this episode:

• Why raising VC money might be a sign that your business model needs rethinking

• The advantages of bootstrapping a SaaS company to $5-10M ARR

• How a SaaS + services model creates better financial outcomes and product development

• Why "slow is fast" in building sustainable businesses

• The dangers of rapid scaling and how it often leads to revenue regression

• How to structure equity and compensation in early-stage companies

• The math behind exit outcomes and why 100% ownership of a smaller company often beats partial ownership of a larger one

• Building customer success into your model rather than outsourcing it

• Why the feedback loop from direct customer service dramatically improves product development

• Real numbers from Chris's journey growing his agency from $11M to $22M and back to $12M

Today’s episode is a live fireside chat recorded at Warmly’s office, where Chris covers why smaller software companies can move faster than larger ones, what customers actually want versus what they say they need, and practical ways to measure what matters in marketing. 

Here’s what you’ll learn in this episode:

• Why smaller companies have distinct advantages over $100M+ companies today 

• The critical importance of making customers successful with your product (not just selling it) 

• How AI is accelerating product development and changing business operations 

• Why competitive differentiation now requires more than just features and messaging 

• The shift from "giving away customer success" to charging for services that drive results

• Rethinking traditional department structures like marketing, sales, and RevOps 

• Why attribution models are fundamentally flawed and how to approach measurement differently

• The problem with sales compensation models that don't align with today's buying journey

• Creating defensibility through customer proximity, delivering results, and leveraging proprietary data 

• How to consider pricing models based on deliverables instead of traditional subscriptions

When Chris Walker looked at his bank account in 2019, he had $3,000 and student loan debt. In this week’s GTM Live episode, he shares an overview of the choices that led to building successful multi-million dollar companies over the next 6 years, and the personal cost of those decisions. 

He then spends the majority of the episode examining why B2B companies struggle to measure marketing results effectively, and details the surprising pattern he has seen while helping over 50 companies solve this exact problem.

Here’s what you’ll learn in this episode:

• Some uncomfortable truths about building a business

• The real reason most CMOs can't fix marketing measurement, even when they want to (hint: it's not about their skills or dedication)

• How marketing leaders can be empowered to focus on their core strengths rather than ROI spreadsheets

• Finding the right balance between over-complicating and over-simplifying marketing measurement approaches (and what to actually track)

• How companies waste millions on marketing programs while scrutinizing much smaller expenses

• Why most RevOps teams end up grading performance instead of guiding strategy (and how to fix this)

• A straightforward way to look at marketing data that everyone in the company can understand and trust

• How companies can avoid spending 18 months building the wrong solution to their marketing measurement problems

In this episode, Chris joinsFP&A Tomorrow host Paul Barnhurst (a.k.a.The FP&A Guy) to talk about the intersection of finance and GTM. 

Chris shares his perspective on why most B2B companies get GTM investments wrong, the inefficiencies in traditional marketing measurement, and how CFO's and finance teams can play an incredibly strategic role in driving revenue efficiency.

Key topics from this episode:

• The disconnect between finance and GTM teams—and how to fix it

• Why most companies mis-allocate GTM investments

• The problem with measuring marketing ROI through attribution models

• How finance can take ownership of GTM efficiency

• The four key stages of a revenue factory and why companies need to rethink pipeline creation

• The impact of content strategy on brand awareness, demand generation, and revenue growth

• Why finance leaders should actively participate in GTM strategy rather than just measuring its outcomes

• How Chris is building Passetto and Refine Labs to solve the GTM efficiency problem

How can CEOs, CMOs, and revenue leaders truly create a high-performance GTM engine? 

This episode is a live event that Chris Walker did with Sangram Vajre (co-founder & CEO at GTM Partners) where they answer exactly that.

Key topics from this episode:

• Who should really own GTM?

• Moving beyond “marketing vs. sales”

• The 4 pillars of pipeline creation

• Why marketing needs more of a business mindset

• The importance of retention vs. acquisition

• How to fix broken revenue metrics

• Why “slow is fast” in GTM

• How to build an agile GTM team

• What the future of marketing leadership looks like

Why do so many companies struggle to generate pipeline efficiently? In this episode, Chris shares exactly why (and new and more effective GTM strategies). 

Whether you're a CMO, CRO, CEO, or CFO, this episode will challenge your thinking and help you build a smarter GTM strategy with marketing investments that are actually delivering returns.

Key topics from this episode:

• The Fundamental Flaws in Pipeline Creation 

• The 3 Phases of Pipeline Creation

• Why "Marketing vs. SDRs" is a Broken Debate

• How to Fix Attribution & Measurement 

• Rethinking RevOps & Sales Productivity 

• The Hidden Costs of Inefficiency 

• How CMOs, CROs, and CFOs Can Align on GTM Efficiency 

Chris joined Brad Zomick’s show (LinkedIn Famous), where he shared insights on personal growth as a founder, his learnings from executing on LinkedIn for 5 years, and the new playbook founders can use to build and grow their companies. 

Key topics from this episode:

The right way to approach LinkedIn (hint: vanity metrics don’t matter)

Personal growth and intuition as a founder

Learnings and mistakes from scaling Refine Labs & Passetto

Live events as a compounding asset

Why founders should re-think the VC-funded model

The future of social media in B2B

Why the most important thing as a founder is to take action