GTM Live

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.

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🔓 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.

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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.

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When pipeline starts slipping and targets go up, most revenue leaders do the same thing: they panic. They launch new experiments, adopt the latest AI tools, and try to do more, faster, harder. But what if that's exactly what's keeping you stuck?

This episode is part of a 5-part series exploring the journey B2B revenue leaders take from reactive chaos to understanding and measuring their full revenue factory, and transforming their careers in the process.

Each stage represents a critical transformation moment that separates leaders who consistently hit their targets and drive real results from those who scramble every quarter wondering why nothing's working.

This episode explores Stage 1: The Panic Response, and it represents the first stage in revenue transformation. You’re likely in Stage 1 if you’re asking questions like, "What experiments should I try next?", "What are other companies doing that I should copy?", or "What AI tool is going to save my pipeline?".

What We Cover in This Episode:

• Why the question "What experiments should I try next?" is fundamentally wrong
• How to recognize if you're trapped in The Panic Response
• The uncomfortable truth about why transformation only happens outside your comfort zone
• What it actually takes to move from reactive scrambling to strategic confidence
• Why adding more tactics to a broken foundation only creates more noise in an already chaotic system
• The real reason you can't measure the impact of your investments, and what that means for your ability to drive growth
• What fundamental questions you're NOT asking because you don't have the data model to answer them
• The moment of decision that separates leaders who transform from leaders who stay stuck
• How to stop copying what other companies are doing and start building what actually works for YOUR revenue factory
• If you've ever felt like you're working harder than ever but can't prove you're moving the needle, this episode is for you.

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On this episode of GTM Live, Carolyn and Amber sit down with Steve Armenti, CEO & Founder of Twelfth Agency and former demand gen leader at Google.

Steve shares his journey from corporate marketing to building a thriving agency, and dive into why most revenue teams miss the real story in their data, how to flip the script on pipeline analysis by studying rejection instead of just conversion, and the critical role of sales + marketing alignment in fixing the “pipeline black box.”

You’ll hear practical examples from Steve’s experiences as an in-house demand gen leader and now running his ABX agency, insights into what’s working for growth-stage SaaS companies right now, and a fresh perspective on building GTM systems that actually deliver results.

If you’re a CMO, CRO, or RevOps leader looking for new ways to diagnose what’s holding back your pipeline, this episode is a must-listen.

Key Topics Covered:

• Lessons from demand gen on identifying what works vs. what doesn’t
• ABM → ABX: creating account-based experiences that align sales + marketing
• The “messy middle” handoff between sales and marketing, and why it breaks most funnels
• Flipping the script: studying disqualification rates instead of obsessing over MQL → SQL conversion
• Practical examples of diagnosing rejection data and what it revealed
• The underestimated importance of data hygiene, UTMs, and ops roles
• Why improving what you already have often beats chasing new volume

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