GTM Live
GTM Live is a new evolution of Revenue Vitals by Chris Walker, now hosted by Carolyn Dilks & Trevor Gibson, Co-Founders of Passetto — a part tech, part advisory GTM agency for high-performing B2B SaaS companies. This weekly live show is built for CEOs, CFOs & Revenue Leaders who know the current way GTM is executed & measured is broken, and are ready for something better. We cut through the noise & ditch outdated playbooks. No fluff. No vanity metrics. Just honest, modern conversations about how to track & optimize GTM for what actually matters: unit economics, efficiency & long-term growth.
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From VP of Marketing to CEO: A Q&A on My Career, Passetto, and What Marketers Get Wrong
<p>Before I led Passetto, I spent three years as VP of Marketing at a Series B, VC-backed SaaS company. Marketing was measured the typical way, on MQL volume and marketing-sourced pipeline, but the data was a mess and real measurement was close to impossible. </p><p>The longer-game work I believed in was hard to prove, and when last touch didn’t credit it, all I had was my word, which wasn’t defensible. That experience is a big part of why Passetto exists.</p><p>In this Q&A with Gregory Gjini from Curious by Nature, I talk abou...
B2B Brand Awareness: Beyond Demand Capture & Bringing Leadership Along — with Emily Border
<p>Building brand awareness and buyer preference is some of the hardest work in marketing to measure. It can take years of making the case, a lot of patience, and a willingness to rethink what’s always worked.</p><p>Emily Border, VP of Marketing Strategy and Operations at Ericsson, has been doing exactly that. Three years ago, as Director of Global Demand Gen at Cradlepoint, she hired Passetto to run a marketing performance analysis, and it showed that many of their go-to tactics needed a rethink.</p><p>Since then she’s been through leadership changes and team shake-ups. Now...
AI Is Exposing a Massive Problem With B2B Marketing Data
<p>JUST LAUNCHED: Go beyond outdated marketing measurement and static dashboards. Get better answers and explore performance yourself through AI with Passetto's MCP.</p><p>Learn more → https://www.passetto.com/marketing-analytics-mcp </p><p>Every marketing leader is under pressure to adopt AI. And one of the most obvious places to start is reporting, analysis, and marketing KPIs.</p><p>Just connect your CRM and marketing data to Claude or ChatGPT and start asking questions. Simple, right? Not quite.</p><p>In this episode, Carolyn breaks down the unsexy data problem sitting underneath AI-powered marketing analytics, and why AI can gi...
B2B SEO: The #1 Reason Brands Actually Get Recommended in AI Search — with Gaetano DiNardi
<p>Learn how to use AI to answer the marketing questions that actually matter. Join our free live Masterclass → https://www.passetto.com/ai-marketing-kpi-masterclass</p><p>Showing up in AI search isn't a ranking game. It's a category-level eligibility problem.</p><p>In this episode, Carolyn and Amber sit down with Gaetano DiNardi, the GOAT of SEO, to break down what actually gets a brand recommended by an LLM: entity association, AKA the model's pre-existing, trained-in belief that you belong in a category. It takes months, sometimes years, to build. No schema markup or "LLMs.txt" trick shortcuts it.</p><p>...
3 Major GTM Blind Spots Hurting Marketing’s Ability to Measure Revenue Impact
<p>✨ Join our FREE upcoming Masterclass – Board-Ready Marketing KPIs with AI: https://www.passetto.com/ai-marketing-kpi-masterclass</p><p>Marketing is increasingly accountable for revenue while being asked to rely on data it doesn't control and often can't validate. </p><p>In this episode, Amber breaks down the main revenue data blind spots that often undermine marketing's ability to explain performance, defend spend, and make decisions with conviction and real evidence..</p><p>It starts with an old mindset: that once a deal moves to sales, marketing's job is done. It's not. Marketing has a role throughout the opportunity cycle, but most...
Marketing Creates the Demand. But What Actually Builds the Revenue Engine? — with Aviv Canaani of Datarails
<p>The problem with marketing is that so many teams think their job ends when a lead becomes an opportunity. The highest-performing GTM teams know that's where the REAL work begins.</p><p>In this episode, Amber sits down with Aviv Canaani, CRO at Datarails, to unpack how the company transformed from a 90% outbound sales motion into a scalable revenue engine powered primarily by inbound demand. Rather than optimizing marketing and sales separately, Aviv shares why the entire funnel should be treated as one connected revenue system and how RevOps, automation, and marketing architecture make that possible.</p><p>In...
7 Traits of Elite CMOs That Have Nothing to Do With Tactics
<p>There's an instinct every marketing leader is trained to have: fight for credit on pipeline. The best CMOs have realized it's exactly what's holding them back.</p><p>In this episode, Carolyn breaks down the behavioral traits that separate the best CMOs from everyone else — the patterns she sees every day working with marketing leaders across B2B SaaS. </p><p>Rather than another set of tactics or a borrowed playbook, she unpacks why the highest-performing CMOs let go of credit, obsess over data integrity, stop waiting on RevOps, and build a culture of making decisions from evidence instead of...
The Biggest Lie in Account-Based Marketing (And Why Most ABM Campaigns Never Create Pipeline)
<p>The biggest problem with most ABM programs isn't execution, it's that they try to personalize at scale before they truly understand their buyers.</p><p>Everyone wants the results of account-based marketing. Few organizations build the foundation required to make it work.</p><p>In this episode, Carolyn sits down with Steve Armenti, former ABM leader at Google and founder of Twelfth Agency, to unpack one of the biggest misconceptions in modern B2B marketing.</p><p>Together they explore why high-volume personalization is becoming less effective, why AI can't replace strategy, and why the highest-performing GTM teams build...
Why Paid Search Keeps Failing B2B (impression-share traps, demand capture vs. creation, when to pull the plug)
<p>In this episode, Carolyn sits down with Liam MacCormack, a fractional head of growth who's spent years in the weeds of B2B paid search, to unpack why the channel keeps burning B2B budgets and what to do about it.</p><p>They get into the market forces making paid search harder than ever: rising CPCs, zero-click search, and agencies still optimizing like it's 2015. Then they go tactical on a real client scenario — a high-ACV company that's switched agencies multiple times and still can't make it work — and what that reveals about when a channel is worth fixing vers...
The Rise and Fall of the MQL — Live Workshop Recording with Jon Miller
<p>The MQL is marketing's worst open secret. Everyone in the room knows the number is gamed. The leads are low-intent, the scoring is guesswork, and the pipeline isn't growing. Yet marketing keeps getting graded on the one metric nobody actually trusts.</p><p>In this workshop, Carolyn and Amber sit down with Jon Miller to take apart the metric the entire B2B playbook still runs on and walk through anonymized customer data showing exactly what it costs. Hand raisers in this account converted 83X better than MQLs and qualified faster. The MQLs that didn't convert got worked for...
