<p>Many marketing leaders struggle with being measured against revenue. That’s because the status quo measurement model doesn&#39;t capture everything they do, which means their true impact is almost always under-reported. </p><p>This workshop is about how to fix that, and how to properly and comprehensively measure marketing&#39;s impact on pipeline and revenue, with data that let you walk into a boardroom with answers instead of anecdotes.</p><p>What we cover:</p><ul><li>Why last-touch attribution under-reports your true impact every single time, and why a lot of leaders quietly prefer it that way</li><li>What&#39;s happening between lead creation and opportunity creation, and why nobody&#39;s tracking it</li><li>The GTM factory model: three stages, and the specific data that lives in each one that changes how you read performance entirely</li><li>Why the demand waterfall is more than 20 years old and what it&#39;s actually costing you to keep operating inside it</li><li>Where most companies are flying blind in their GTM motion, and the specific data points that fix it</li><li>How to start building the metrics that let you go to your board with answers</li></ul><p><br></p><p>🔗 RESOURCES:</p><p>Want all the metrics Carolyn covers applied to your own data? <a href="https://www.passetto.com/book-a-call" target="_blank" rel="noopener noreferer">Passetto&#39;s 14-Day Marketing KPI Sprint</a> connects your MAP and CRM to show you exactly what&#39;s driving, and hurting, your pipeline.</p><p>🎥 <a href="https://www.youtube.com/watch?v=QcEcV898d0M" target="_blank" rel="noopener noreferer">The 9 GTM Metrics Every B2B SaaS Company Should Track</a></p><p><br></p><p>—</p><p><br></p><p>This episode is powered by <a href="https://www.passetto.com/" target="_blank" rel="noopener noreferer">Passetto</a>. If your marketing dashboards aren&#39;t giving you straight answers, you&#39;re in good company. Most Marketing teams simply don&#39;t have the visibility to understand how they are driving pipeline and revenue and where budget is being wasted. </p><p>Passetto changes that, giving marketing leaders the comprehensive data they need to act with confidence. </p>