<p>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.</p><p>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.</p><p><strong>Episode highlights:</strong></p><ul><li>Why attribution doesn&#39;t tell you what&#39;s actually driving pipeline and how to move toward incrementality testing instead</li><li>The real reason win rates are so low at most companies (and why more pipeline isn&#39;t the answer)</li><li>Why great product marketing is the single biggest common denominator across every high-performing demand program Matt has seen</li><li>How AI is disrupting outbound and why scaling a broken motion with AI just makes it worse faster</li><li>Why companies with messy data are the ones struggling most to make AI work for them</li><li>The case for measuring brand spend against contribution margin instead of source or attribution</li><li>Why fundamentals (e.g. in-person, intentional outreach, real buyer research) are making a comeback in the age of AI noise</li></ul><p><br></p><p>If your pipeline dashboards aren&#39;t giving you straight answers, this episode is a good gut check on where to look first.</p><p><br></p><p>🔗 RESOURCES:</p><ul><li>Spots are open for Passetto&#39;s April sprint cohort. It&#39;s a 2-week marketing and pipeline audit designed to give GTM teams real clarity before Q2 <a href="https://www.passetto.com/book-a-call" target="_blank" rel="noopener noreferer">[Work With Us]</a></li><li><a href="https://www.linkedin.com/in/carolyn-dilks/⁠ " target="_blank" rel="noopener noreferer">Follow Carolyn on LinkedIn</a></li><li><a href="https://www.linkedin.com/in/matthewsciannella/" target="_blank" rel="noopener noreferer">Follow Matt on LinkedIn</a></li><li>Book a [FREE] 1:1 Revenue Visibility Assessment to find out why you can&#39;t answer the pipeline questions that matter most. <a href="https://meetings.hubspot.com/carolyn-dilks/passetto-workshop?uuid=7acf4d8d-a229-4a3b-8e1c-f61d929d54a2"><u>Schedule Your Session</u></a></li></ul><p><br></p><p>—</p><p>This episode is powered by <strong>Passetto</strong>. If your pipeline dashboards aren&#39;t giving you straight answers, you&#39;re in good company. Most GTM teams simply don&#39;t have the visibility to understand what&#39;s truly driving pipeline and revenue, what&#39;s slowing them down, or where to focus next.</p>