GTM Live

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 invisibleWhy paid search underperformed by driving low-intent traffic instead of pipeline-ready buyersHow marketing influence dropped to near zero in late-stage deals, leaving active opportunities unsupportedWhy win rate, not pipeline volume, was the primary revenue constraintHow improving visibility alone created a clear, estimated ~$1M revenue upside using the existing pipeline and budgetThis 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 AssessmentFollow 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 throughWhy constant scrutiny, unclear reporting, and cross-functional finger-pointing aren’t personal failures, but symptoms of a broken data modelThe exact frameworks that explain why you're stuck and what has to change to unlock real revenue clarityWhy duct-taped reporting, activity-based KPIs, and siloed metrics guarantee misalignmentHow top-performing GTM teams rebuild their entire foundation, and why it transforms everything from credibility to win ratesThis 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 IntensiveBook a free 1:1 Revenue Visibility AssessmentFollow 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 foundationThe hidden cost of stitching together spreadsheets, slide decks, and conflicting reportsHow legacy GTM data models quietly destroy credibility at the executive levelThe 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 wayWhat it takes to shift from lagging, backward-looking metrics to forward-looking visibilityThis 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 IntensiveBook a free 1:1 Revenue Visibility AssessmentFollow 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 rateWhy only 35% of opportunities show early-stage signalsHow more than 40% of opportunities have no traceable prospecting trigger at allAnd how a two-week sprint becomes the “forcing function” they need to move from uncertainty to a clear set of strategic prioritiesA 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 eventsBook a free 1:1 Data Visibility AssessmentFollow Carolyn on LinkedInFollow 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 workingThe "Pipeline Black Box"—the critical Prospecting stage between marketing touch and opportunity creation that 100% of companies fail to trackThe exact GTM factory data model: every field, object, and signal type you need to build full-funnel visibility in your own systemsWhat to actually measure at each stage: prospecting analytics, signal analytics, and engagement diagnosticsThis 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 eventsBook a free 1:1 Revenue Visibility AssessmentFollow Carolyn on LinkedInFollow 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.