GTM Live

Passetto
  • 4.8 (202)
  • Marketing
  • Updated Semiweekly

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 We cut through the noise & ditch outdated playbooks.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.

  1. 2d ago

    B2B SEO: The #1 Reason Brands Actually Get Recommended in AI Search — with Gaetano DiNardi

    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 Showing up in AI search isn't a ranking game. It's a category-level eligibility problem. 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. Then they go after the citation obsession running the GEO conversation. Gaetano has clients getting cited constantly and still not getting recommended, because a citation and a recommendation aren't the same thing. Topics covered: Why GEO is a category eligibility problem, not an SEO ranking problemWhat "entity association" is, how long it realistically takes to build, and why some brands shouldn't even try yetThe citation myth: why getting cited everywhere doesn't mean getting recommended, and why the "95% third-party" stat is misleadingWhat it actually takes to get recommended by name when a buyer asks an AI tool for a shortlistWhy top-of-funnel content is dying on owned domains and moving to "rented land" (YouTube, LinkedIn, Substack)Who should prioritize SEO/GEO right now, and who's still too early to bother Skip to 47:00 to watch a live walkthrough: Gaetano reverse-engineers a ChatGPT recommendation in real time, asking it directly how it landed on an answer and which sources it actually pulled from. ----------------------------------------------------- Measure marketing beyond leads and last-touch attribution. Passetto unifies CRM and marketing data into one clean, governed model, to finally help marketing leaders measure the KPIs they actually need. See how marketing influences pipeline, how marketing changes win rates and deal size, which programs are actually working, and where to invest next. Then query it all through AI, on demand. 🚀 See what Passetto can show you → ⁠https://www.passetto.com/book-a-call⁠ ----------------------------------------------------- 🔗 MORE FROM GAETANO Follow Gaetano on LinkedIn: https://www.linkedin.com/in/officialg/  Subscribe to Gaetano’s Substack: https://marketingadvice.substack.com/  Work with Gaetano: https://marketingadvice.io/  ----------------------------------------------------- 📹 B2B Marketing is Hard Until You Build Systems Like This: https://www.youtube.com/watch?v=ehJ1kEGgk0A  📹 Why B2B Marketing Measurement is Broken: ⁠https://www.youtube.com/watch?v=Xv8MSmnAu3Y⁠ Subscribe to Passetto’s YouTube channel: ⁠https://www.youtube.com/@PassettoGTM⁠

  2. Aug 24

    3 Major GTM Blind Spots Hurting Marketing’s Ability to Measure Revenue Impact

    ✨ Join our FREE upcoming Masterclass – Board-Ready Marketing KPIs with AI: https://www.passetto.com/ai-marketing-kpi-masterclass Marketing is increasingly accountable for revenue while being asked to rely on data it doesn't control and often can't validate. 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.. 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 teams are missing the data they need to understand what happens after handoff. Sales activity is scattered across systems. Buying committees disappear from marketing's view. Critical fields are manually set or overwritten. And system migrations can wipe out the historical context you need to understand performance over time. The result? Marketing is held accountable to pipeline and revenue numbers it can't fully explain. Amber walks through a real client example: pipeline suddenly spiked, the CEO wanted to know why, and the marketing leader couldn't confidently answer. The problem wasn't a lack of data. It was what the data couldn't tell her. What this episode covers: The old mindset that convinces marketing its role ends at handoff and why that's increasingly dangerousWhy sales activity is one of the biggest untapped data sources for marketingThe buying committee data most marketing teams lose once an opportunity is createdWhy manually set and overwritten CRM fields make seemingly simple metrics difficult to defendHow CRM and marketing automation migrations quietly destroy historical visibilityA real client story: a pipeline spike marketing couldn't confidently explain to the CEOThe specific CRM red flags to look for before building your next board narrative ----------------------------------------------------- 📹 B2B Marketing is Hard Until You Build Systems Like This: https://www.youtube.com/watch?v=ehJ1kEGgk0A  📹 Why B2B Marketing Measurement is Broken: ⁠https://www.youtube.com/watch?v=Xv8MSmnAu3Y⁠ Subscribe to Passetto’s YouTube channel: ⁠https://www.youtube.com/@PassettoGTM⁠ ----------------------------------------------------- The difference between guessing and knowing is almost always hiding in the data you already have. In less than 30 days, Passetto builds the marketing measurement system that gives marketing leaders continuous visibility into what's driving pipeline and revenue—and the evidence to confidently make and defend their next investment decision. 🚀 Get started → ⁠https://www.passetto.com/book-a-call⁠

  3. Aug 13

    Marketing Creates the Demand. But What Actually Builds the Revenue Engine? — with Aviv Canaani of Datarails

    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. 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. In this episode: Why marketing and sales should operate as one revenue engineHow Datarails shifted from 90% outbound to 90% inboundWhy the best marketers take bigger creative risksHow RevOps can automate the revenue engine, not just report on itWhy attribution has limits, and what leaders should measure insteadHow AI is changing the future of GTM operations If you're trying to create more pipeline, improve sales efficiency, or better align marketing and revenue teams, this episode will absolutely challenge how you think about building a modern GTM organization. ----------------------------------------------------- 🔗 MORE FROM AVIV & DATARAILS Follow Aviv on LinkedIn: https://www.linkedin.com/in/avivcanaani/  Follow Datarails on TikTok: https://www.tiktok.com/@datarails  Finance OS by DataRails: https://lp.datarails.com/ai-for-fpa-financeos ----------------------------------------------------- 🚀 FREE MARKETING MEASUREMENT AUDIT Every quarter, you're defending marketing with data that hides most of its impact. You can't fix what you can't measure, and you can't defend what you don’t have evidence for.  I built a Marketing KPI Audit that pinpoints exactly where you're blind across the buyer journey and recommends 3 priorities that will move the needle most. I'm giving early access — email me at carolyn@passetto.com and I'll run yours personally. ----------------------------------------------------- Subscribe to Passetto’s YouTube channel: https://www.youtube.com/@PassettoGTM  📹 Why B2B Marketing Measurement is Broken: https://www.youtube.com/watch?v=Xv8MSmnAu3Y

  4. Aug 3

    7 Traits of Elite CMOs That Have Nothing to Do With Tactics

    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. 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. 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 assumptions. In this episode: (01:45) Why the best CMOs let go of marketing credit and what they focus on instead(07:33) Why a relentless commitment to data integrity is the foundation every good decision rests on(09:55) How elite CMOs stop waiting on RevOps to hand them the numbers that matter(14:45) Why the strongest leaders play offense and defense with their board at the same time(19:55) How ruthless experimentation drives real breakout results(27:12) Why nobody understands your buyer better than your own team(28:56) What it actually takes to survive the mental grind of modern marketing leadership If you're trying to prove marketing's impact, make sharper decisions with your data, or build the resilience to lead through constant change, this episode will challenge how you think about what it takes to be a great CMO today. ----------------------------------------------------- 🚀 FREE MARKETING KPI AUDIT Every quarter, you're defending marketing with data that hides most of its impact. You can't fix what you can't measure, and you can't defend what you don’t have evidence for.  I built a Marketing KPI Audit that pinpoints exactly where you're blind across the buyer journey and recommends 3 priorities that will move the needle most. I'm giving early access — email me at carolyn@passetto.com and I'll run yours personally. ----------------------------------------------------- 📹 Ultimate Guide to Marketing Measurement in 2026: https://www.youtube.com/watch?v=d9yfdYi0X4I  Subscribe to Passetto’s YouTube channel: https://www.youtube.com/@PassettoGTM

  5. Jul 28

    The Biggest Lie in Account-Based Marketing (And Why Most ABM Campaigns Never Create Pipeline)

    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. Everyone wants the results of account-based marketing. Few organizations build the foundation required to make it work. 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. 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 what Steve calls a "market of one", a deep understanding of every target account before scaling outreach. You'll learn: Why most ABM programs never create real demandThe hidden flaw in high-volume personalizationWhy AI amplifies strategy instead of replacing itHow leading GTM teams build a 360° account viewThe "market of one" framework for modern B2B growth If your ABM strategy isn't producing the pipeline you expected, this episode may change what you believe the real problem is. ----------------------------------------------------- The difference between guessing and knowing is almost always hiding in the data you already have. In less than 30 days, Passetto builds the marketing measurement system that gives marketing leaders continuous visibility into what's driving pipeline and revenue—and the evidence to confidently make and defend their next investment decision. 🚀 Get started → https://www.passetto.com/book-a-call ----------------------------------------------------- Check out Twelfth Agency: https://twelfth.agency/  Subscribe to Passetto’s YouTube channel: https://www.youtube.com/@PassettoGTM

  6. Jul 13

    Why Paid Search Keeps Failing B2B (impression-share traps, demand capture vs. creation, when to pull the plug)

    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. 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 versus when it's just draining spend. Topics covered: Why "you need to spend more on impression share" is the most seductive upsell in paid search, and the one metric that actually tells you if it's trueThe profile of a company paid search works for, and the profile where it's a waste of moneyWhy paid search is a demand-capture channel, and what that means for how you budget itHow to know when to cut the channel, cut the budget in half, or let it run as a tertiary sourceWhy branded search is propping up most agency reporting, and the one question to ask to find out If your paid search has been underperforming for quarters and the answer is always "give it more time," this one's worth your attention. ----------------------------------------------------- 🔗 LINKS + RESOURCES 📹 How to Survive B2B Marketing in 2026: https://www.youtube.com/watch?v=IlEqVWVuwdo 📹 How to Build a Killer GTM Strategy for B2B SaaS: https://www.youtube.com/watch?v=YFK9LvMslOc 📹 Ultimate Guide to Marketing Measurement in 2026: https://www.youtube.com/watch?v=d9yfdYi0X4I ----------------------------------------------------- Marketing has evolved. Measurement hasn't. You're still running on a 20-year-old methodology that can't see most of the value you create. Passetto’s 14-day Sprint fixes that — showing you where you're creating real value, where you're wasting effort, and which levers will actually drive your next stage of growth. Your best work shouldn't die in data darkness. Get your full pipeline & revenue breakdown in 2 weeks: https://www.passetto.com/book-a-call -----------------------------------------------------

  7. Jul 1

    The Rise and Fall of the MQL — Live Workshop Recording with Jon Miller

    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. 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 two months before anyone disqualified them. That's the drain nobody puts on a slide. What this workshop covers: Why the MQL became gospel and the moment a sound idea turned into a volume game sales learned to ignoreThe gumball machine fallacy: why "more budget in, more pipeline out" assumes a linear process that buying stopped being years agoNonlinear buying, the dark funnel, and why one overwritten lead record erases the history you actually needReal customer data: MQLs accounted for under 6% of pipeline while hand raisers drove 39% of closed-won revenueJon's three-tier lead model and why waiting for hand raisers alone forfeits first-mover advantage and your future pipelineThe KPI cheat sheet: pipeline velocity, brand-question surveys, post-sale revenue metrics, and the numbers a board actually speaksWhat the shift means for your MarTech stack as AI moves orchestration from rules to reasoning The leaders who get out from under the MQL don't kill it overnight. They layer in metrics their CFO and head of sales already recognize and stop defending volume that was never converting. ----------------------------------------------------- 🔗 LINKS + RESOURCES 📹 How to Survive B2B Marketing in 2026: ⁠https://www.youtube.com/watch?v=IlEqVWVuwdo⁠ 📹 How to Build a Killer GTM Strategy for B2B SaaS: ⁠https://www.youtube.com/watch?v=YFK9LvMslOc⁠ 📹 Ultimate Guide to Marketing Measurement in 2026: ⁠https://www.youtube.com/watch?v=d9yfdYi0X4I⁠ ----------------------------------------------------- Marketing has evolved. Measurement hasn't. You're still running on a 20-year-old methodology that can't see most of the value you create. Passetto’s 14-day Sprint fixes that — showing you where you're creating real value, where you're wasting effort, and which levers will actually drive your next stage of growth. Your best work shouldn't die in data darkness. Get your full pipeline & revenue breakdown in 2 weeks: ⁠https://www.passetto.com/book-a-call⁠ -----------------------------------------------------

  8. Jun 23

    Brand Is Trust: Gong's Udi Ledergor on Marketing in the AI Era

    The marketing funnel you've built your whole strategy around? It never described how people actually buy. It was a tidy oversimplification, and in a world of zero-click search and AI-saturated channels, it's never held up worse. In this episode, Amber sits down with Udi Ledergor — Gong's first marketer, now Chief Evangelist, author of Courageous Marketing, and the guy who ran a Super Bowl ad and coined a category on the way to $500M in ARR. Udi's argument cuts against the "hack-everything" reflex of modern GTM: brand isn't a vibe, it's trust, and trust is the only thing that makes a buyer go straight to you instead of crawling through a funnel. What this episode covers: Why brand comes down to one thing, trust, and how raving fans replace the funnel entirelyThe unconventional bets behind Gong's brand: the Super Bowl spot, the bulldog, the 2021 enterprise rebrandWhy Courageous Marketing never mentions AI on purpose, and what makes a marketing principle timelessThe two-headed dragon: what actually fixes sales and marketing alignment (hint: do you know how your CRO takes their coffee?)Why a marketing team not working from the same data as sales is committing a crime against its own companyHow AI agents now prove marketing's hard impact This episode unpacks exactly why the companies winning right now are the ones people demand their employer buy. ----------------------------------------------------- 🔗 MORE FROM UDI 📖 Grab a copy of Udi’s book Courageous Marketing 📖 Follow Udi on LinkedIn ----------------------------------------------------- Marketing has evolved. Measurement hasn't. You're still running on a 20-year-old methodology that can't see most of the value you create. Passetto’s 14-day Sprint fixes that — showing you where you're creating real value, where you're wasting effort, and which levers will actually drive your next stage of growth. Your best work shouldn't die in data darkness. [Get your full pipeline & revenue breakdown in 2 weeks]

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4.8
out of 5
202 Ratings

About

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.

Information

  • Creator
    Passetto
  • Years Active
    2020 - 2026
  • Episodes
    619
  • Rating
    Explicit
  • Copyright
    © 224801
  • Show Website
    GTM Live

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