GTM Live
GTM Live is a weekly live show hosted by Carolyn Dilks and Trevor Gibson, co-founders of Passetto, a GTM agency for B2B SaaS companies. The podcast targets CEOs, CFOs, and revenue leaders who believe traditional go-to-market strategies are outdated. It focuses on honest discussions about tracking and optimizing GTM for unit economics, efficiency, and long-term growth, avoiding fluff and vanity metrics.
Episodes
AI Is Exposing a Massive Problem With B2B Marketing Data
JUST LAUNCHED: Go beyond outdated marketing measurement and static dashboards. Get better answers and explore performance yourself through AI with Passetto's MCP.Learn more → https://www.passetto.com/marketing-analytics-mcp Every marketing leader is under pressure to adopt AI. And one of the most obvious places to start is reporting, analysis, and marketing KPIs.Just connect your CRM and marke
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-masterclassShowing 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
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-masterclassMarketing 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 performanc
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 th
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 b
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
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 c
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 a
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 Bo
What to Do When Your RevOps Team Is the Blocker to Your Marketing KPIs
📹 NEW on YouTube: Ultimate Guide to Marketing Measurement in 2026There's no excuse left for not knowing what's driving revenue. The tools are here. The data is here. Operating without the answer has crossed from forgivable into malpractice.In this episode, Carolyn and Amber get into the marketing measurement problem every marketing leader is living with, and the reason it never gets solved
How AI Natives Are Using Claude Code to Rewrite GTM — with Jordan Crawford (Uncut in the Desert)
In this episode, recorded out in the New Mexico desert at ChiliPalooza, Jordan Crawford makes a blunt case to B2B SaaS: the methodologies you built your career on are about to age out, and the only way through is to get your hands on Claude Code.Jordan's spent his whole job lately doing one thing: teaching clients to work with AI. And what he's found cuts against almost everything sales an
The Pressure B2B Marketing Leaders Don’t Talk About Enough
You can't be a great marketer if your nervous system is stuck in survival mode.If you're a marketing leader, you know the feeling. The 12AM Slack from the CEO. The “where's-the-pipeline?” question that never goes away. The low-grade anxiety running underneath every campaign, every board deck, every quarter. In this episode, Carolyn and Amber connect the inner game to the measurement pr
How to Make Marketing Influence Defensible to Your CFO
📹 NEW on YouTube: MQLs are Dead. Here’s What B2B Marketers Should Track InsteadYou can't be a great marketer if your best work doesn't show up in your data.If you're a marketing leader, you've spent years being measured by "Marketing Sourced" pipeline and revenue. And you've spent just as long watching your other work — your influence, your perception-shaping, your ro
Your Marketing QBR Deck Is Being Run by a 120-Year-Old Model
Every B2B marketer knows the funnel concept is broken. Yet that same model your team is being measured on right now was invented in 1898, and it's surviving because nobody at the top has been given permission to use anything else.Carolyn and Amber react to a recent article in Adweek from Professor Mark Ritson, where he calls the funnel the "cockroach of marketing concepts", a 128-yea
Identifying Your Marketing Levers When the CRM Data Isn’t Perfect (data trust, finding leverage fast, AI analytics hallucinations)
📹 NEW on YouTube: 5 Quick Ways to Fix Your B2B Marketing Tracking In this episode, Carolyn and Amber get into the data paralysis that's stalling most GTM teams right now, and why waiting for perfect data is just a slower way of doing nothing. They walk through a real client case study on fast-closing pipeline, what it revealed about where marketing actually has leverage, and why that answer lo
Why Marketing Can't See Its Own Impact (The Answer is in Your RevOps Setup)
🗓️ REGISTER for our April 22 webinar “The Rise and Fall of the MQL” with guest Jon Miller (cofounder of Marketo)In this live community episode, Carolyn and Amber break down two of the most common RevOps setups that make it nearly impossible for marketing to understand its own performance, and why most teams don’t realize how bad the problem is until leadership starts asking questions nobody can
What a SaaS CMO and VP of RevOps Found Hiding in Their Own Data
🗓️ REGISTER for our April 22 webinar “The Rise and Fall of the MQL” with guest Jon Miller (cofounder of Marketo)In this episode, Carolyn and Amber break down a real-world case study of a SaaS company that came to Passetto with a mature business, an aligned GTM team, and a brand new VP of RevOps, but a data foundation that couldn't tell them what was actually driving their GTM motion or where i
Why Most Marketing Leaders Can't Prove Their Revenue Impact [Workshop Recording]
Many marketing leaders struggle with being measured against revenue. That’s because the status quo measurement model doesn't capture everything they do, which means their true impact is almost always under-reported. This workshop is about how to fix that, and how to properly and comprehensively measure marketing's impact on pipeline and revenue, with data that let you walk into a boardroom
Why It's Time to Bury the MQL – With Jon Miller, the Marketo Co-Founder Who Helped Popularize It
Jon Miller co-founded Marketo, the company that helped turn MQLs, lead scoring, and the demand waterfall into the operating system of B2B marketing. Now he's the one telling you to throw most of it out.When Jon did the same playbook at Demandbase that worked brilliantly at Marketo, it flopped. That failure changed how he thinks about almost everything.In this conversation, Carolyn sits down wi
What 4 Days in Florida Taught Us (AI, SEO, Product Marketing, Brand Investments & More)
This one's a little different. No guest, no agenda. Just Carolyn and Passetto co-founder Amber, recording live from Pompano Beach after four days at the Above the Fold conference in Fort Lauderdale, Florida. They unpacked everything they took away from the event: the conversations that stuck, the moments that shifted how they think about Passetto, and the stuff that made them want to flip a ta
“If Attribution Worked, Nobody Would Fight About It” – with Matthew Sciannella
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.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 up
Why Sales + Marketing Credit Wars Are a Scorecard Problem (Not a People Problem) — with Matt Green
🎟️ Join our Live Workshop on Feb 11: The KPIs every marketing team needs to measure to understand their real influence on pipeline. Save your seat here. Replay included. In this episode of GTM Live, Amber sits down with Matt Green, Co-Founder and CRO of Sales Assembly, to talk about what’s actually working in GTM right now, and why so many teams are stuck debating the wrong things.They start with
Q&A: Your Biggest GTM Questions Answered (Attribution, Executive Buy-In, Change Management & More)
You asked, we're answering. In this listener Q&A episode, Amber and Carolyn tackle the hard questions GTM leaders are wrestling with behind closed doors…from broken attribution models to navigating organizational resistance when you're trying to drive real change.In this episode:Real talk on entrepreneurship: the wins, the loneliness, and knowing when to walk awayNavigating organizatio
The 5 Stages of Revenue Transformation – Stage 4: Architecting Transformation
Most marketing and revenue leaders know their data model is flawed. The elite ones actually architect something new. This is how.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 sep
How a $25M SaaS Company Discovered a $3.5M Blind Spot in its Revenue Engine
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 opportuni
The 5 Stages of Revenue Transformation – Stage 3: The Breaking Point (The Model Collapse)
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 understa
The 5 Stages of Revenue Transformation – Stage 2: Surviving the QBR Fire Drill
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 RO
What a $500M SaaS Company Saw When Their Full Funnel Became Visible
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
MUST LISTEN: What We Taught 100+ GTM Leaders in Our Invite-Only Workshop
🔓 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 edu
AI-Powered GTM Build Using Only ChatGPT in Under ONE HOUR (with Jordan Crawford)
In this HANDS-ON episode of GTM Live, we're ditching theory and building a real go-to-market strategy live—using AI, public data, and a completely different approach to finding and messaging prospects.Join host Amber Williams and special guest Jordan Crawford, the "OG GTM Engineer" and early advisor to Clay, for a masterclass in pain-qualified segmentation. Watch as Jordan demonstrat
The 5 Stages of Revenue Transformation – Stage 1: Escaping the Panic Response
When pipeline starts slipping and targets go up, most revenue leaders do the same thing: they panic. They launch new experiments, adopt the latest AI tools, and try to do more, faster, harder. But what if that's exactly what's keeping you stuck?This episode is part of a 5-part series exploring the journey B2B revenue leaders take from reactive chaos to understanding and measuring their ful
The Hidden Power of Rejection Data in GTM (with Steve Armenti)
On this episode of GTM Live, Carolyn and Amber sit down with Steve Armenti, CEO & Founder of Twelfth Agency and former demand gen leader at Google.Steve shares his journey from corporate marketing to building a thriving agency, and dive into why most revenue teams miss the real story in their data, how to flip the script on pipeline analysis by studying rejection instead of just conversion, an
Building a Modern Growth Engine with Ashley Lewin
Ashley Lewin has audited 30+ companies in her career and seen the same pattern: marketing teams stuck chasing MQLs while revenue stalls. In this episode, Carolyn and Trevor dig into Ashley’s perspective on why MQLs keep organizations trapped in short-term thinking, and how she’s applying those lessons now as Head of Marketing at Aligned.We talk through what it takes to stand up a marketing functio
How to Shift from ‘Marketing-Sourced Pipeline’ to Real Visibility
If your board asks “Why is pipeline down?” and your opportunity dashboards only say marketing-sourced vs. SDR-sourced (AKA the four-funnel model), you’re stuck with surface-level data and left guessing at fixes instead of diagnosing the problem. The real story lives between engagement and opportunity, the unmeasured factory floor where prospecting happens (or dies). In this episode, Carolyn and Am
Engineering Pipeline You Can Predict
In this episode of GTM Live, Carolyn joins the Growth Activated Podcast as a guest to unpack one of the biggest blind spots in GTM today: what actually happens before an opportunity is created.99% of GTM teams still can’t see this stage clearly. It’s the “grey area” where SDRs and BDRs are grinding—sending emails, making calls, chasing signals, running sequences—all in the hope of booking a meetin
The Attribution Mirage & Why Chasing MQLs Keeps You Stuck
Most GTM teamstoday are missing targets because they're simply measuring the wrong things. In this episode, Carolyn and Amber unpack why attribution is a mirage (it only shows the lucky 2% that become opportunities) and why the MQL hamster wheel keeps smart teams stuck optimizing a tiny slice of reality. We dig into the pre-pipeline “factory floor,” show how to expose the messy middle, and explain
Breaking Open the Pipeline Black Box in GTM
Most companies are flying blind at the most important stage in revenue creation. Decisions get made on gut feel, data lives in silos, and leaders can’t answer the simplest question: what’s really working, and what’s not?On this episode of GTM Live, Carolyn and Trevor are joined by their new co-host Amber Williams, Head of Revenue Operations at Passetto, to unpack why GTM leaders need to treat reve
RevOps as the Architect of Modern GTM (with Mark Turner of Demandbase)
This week on GTM Live, Carolyn and Trevor sit down with Mark Turner, VP of Revenue Operations at Demandbase, to break down how RevOps leaders can build aligned systems, drive better GTM execution, and measure what actually matters.Mark shares how his early background in FP&A shaped his leadership approach, bringing a data-first, analytical mindset to RevOps that balances strategic planning wit
How to Build Mindshare in the New SEO Era (With Sam Dunning)
This week on GTM Live, Carolyn sits down with Sam Dunning, SEO leader and B2B growth expert, to unpack how SEO has dramatically evolved and what top-performing companies must do to adapt.They dive into why traditional SEO—focused on keywords, rankings, and traffic—is now too siloed, and how modern SEO needs to align with revenue, messaging, and the full customer journey.They also explore outdated
Designing GTM Like a System with Dave Boyce of Winning by Design
This week on GTM Live, Carolyn sits down with Dave Boyce, Executive Chair at Winning by Design and longtime SaaS builder, to explore why GTM systems are breaking, and what modern companies must do differently to build for predictable, customer-centered growth.They dive into what Dave calls “the layers of sediment” that have built up over time, e.g. commissions, org design, reporting structures, an
GTM Masterclass: How to Actually Measure GTM Performance in B2B SaaS
This week on GTM Live, Carolyn and Trevor walk through a practical, step-by-step breakdown of how companies should be measuring GTM performance—beyond the outdated funnel reports and measurement models that most teams are still relying on.This episode is structured like a mini masterclass: You’ll learn the real stages of the GTM revenue factory, what metrics to track at each one, and how to spot t
Ditch “Who Sourced the Deal”: 5 Data-Driven KPIs to Measure GTM Success
This week on GTM Live, Carolyn unpacks one of the most deeply ingrained—but damaging—habits in B2B go-to-market: measuring success based on which department sourced the deal.While many marketing leaders know this approach doesn’t reflect reality, changing it is hard, especially in legacy orgs with outdated attribution models, internal inertia, and leadership that still demands simple answers to co
How to Get Real ROI from Paid Media (with Megan Bowen)
This week on GTM Live, Carolyn sits down with Megan Bowen, CEO of Refine Labs, to unpack why so many B2B companies are pouring budget into paid media, and still missing revenue targets.They break down what’s really going wrong: not too much paid media, but too much spend on a strategy that doesn’t convert. Pipeline is down. Revenue is down. And yet, the response is often to spend more, not better.
MUST LISTEN: The 9 Biggest GTM Dysfunctions in B2B SaaS
This week on GTM Live, Carolyn and Trevor unpack the 9 go-to-market dysfunctions quietly derailing growth at even the most ambitious B2B companies.They dig into why so many teams, despite big budgets, headcount, and tools, are still struggling to drive efficient growth. Spoiler: it’s not the people. It’s the system.You’ll hear why fragmented data, financial secrecy, and siloed ownership are causin
The Ugly Truth About Pipeline (Real Talk for GTM Teams Running on Broken Systems)
This week on GTM Live, Carolyn sits down with Nick Flamini, host of the Sales Architecture Podcast, to explore the real reasons most go-to-market teams are still struggling—despite all the headcount, tools, and budget. They dig into the myth of “more BDRs = more pipeline,” and why most organizations are missing the data, architecture, and cross-functional alignment required to scale efficiently.Ca
The Hidden Systems Behind REAL Product-Led Growth (with Wes Bush)
Most SaaS teams claim they’re “doing PLG,” but very few are doing it well. This week on GTM Live, Carolyn and Trevor sit down with Wes Bush, CEO of ProductLed, to unpack why product-led growth often fails—and what to do about it. They explore why PLG isn’t just a pricing model or trial strategy, but a deep, systems-level shift that most teams underestimate.Wes shares the “PLG iceberg” framework: h
Exposing the Attribution Lie That’s Costing You Millions
Everyone’s analyzing win rates, but too few teams are asking the harder question: how did that opportunity even begin?This week on GTM Live, Trevor and Carolyn break down the most overlooked stage in go-to-market: what happens before a lead becomes a lead. They unpack why early-funnel signals (the ones that come before forms, meetings, or MQL scores) are where your growth strategy is made or broke
Inside the GTM Black Hole: Why Marketing Can't Prove Impact
Everyone’s trying to grow pipeline, but only few companies are measuring the part of GTM that actually creates it.This week on GTM Live, Trevor and Carolyn expose why the early-stage “signals” that actually drive pipeline are the ones most teams ignore.They dig into the real problem: teams aren’t tracking signals across the entire pipeline creation journey. Instead, they're relying on last-tou
Why Your GTM Strategy Isn’t Working (Hint: Attribution, Data, and Unit Economics)
This week on GTM Live, Carolyn and Trevor dive into the messiness of go-to-market strategy: overspending on pipeline, bad attribution models, and why marketers are often stuck doing RevOps jobs.Carolyn breaks down the trap of chasing new logos without clear ROI, while Trevor shares how his IT-to-marketing journey led to launching Passetto to fix these exact issues. They get into why data architect
RV240 - The End Of An Era (And Beginning Of A New One) - Go To Market Live Episode 45
After a month-long sabbatical that took him across Australia, New Zealand, and Fiji, Chris Walker returns to Revenue Vitals with a life-changing announcement. In this deeply personal episode, Chris reveals a profound shift in his perspective and purpose that has led him to hand over hosting duties to Carolyn Dilks (Co-Founder and Managing Partner @ Passetto) who will be rebranding the show to “GTM
RV239 - The Bootstrap Advantage (My CEO Consulting Call)
In this unique episode, Chris shares the unfiltered audio from a consulting call with an entrepreneur. Chris offers advice from his personal experience building multiple businesses to 7 and 8 figures in revenue.Here’s what you’ll learn in this episode:Why raising VC money might be a sign that your business model needs rethinkingThe advantages of bootstrapping a SaaS company to $5-10M ARRHow a SaaS
RV238 - How To Outcompete $100M Giants (Live Fireside Chat)
Today’s episode is a live fireside chat recorded at Warmly’s office, where Chris covers why smaller software companies can move faster than larger ones, what customers actually want versus what they say they need, and practical ways to measure what matters in marketing. Here’s what you’ll learn in this episode: Why smaller companies have distinct advantages over $100M+ companies today The critica
RV237 - Stop Overcomplicating Marketing Measurement | Go To Market Live Episode 44
When Chris Walker looked at his bank account in 2019, he had $3,000 and student loan debt. In this week’s GTM Live episode, he shares an overview of the choices that led to building successful multi-million dollar companies over the next 6 years, and the personal cost of those decisions. He then spends the majority of the episode examining why B2B companies struggle to measure marketing results ef
RV236 - The Role of Finance Leaders in GTM Success
In this episode, Chris joinsFP&A Tomorrow host Paul Barnhurst (a.k.a.The FP&A Guy) to talk about the intersection of finance and GTM. Chris shares his perspective on why most B2B companies get GTM investments wrong, the inefficiencies in traditional marketing measurement, and how CFO's and finance teams can play an incredibly strategic role in driving revenue efficiency.Key topics from
RV235 - Create A High Performing GTM Engine | with Sangram Vajre
How can CEOs, CMOs, and revenue leaders truly create a high-performance GTM engine? This episode is a live event that Chris Walker did with Sangram Vajre (co-founder & CEO at GTM Partners) where they answer exactly that.Key topics from this episode:Who should really own GTM?Moving beyond “marketing vs. sales”The 4 pillars of pipeline creationWhy marketing needs more of a business mindsetThe im
RV234 - The Pipeline Creation Framework | Go To Market Live Episode 43
Why do so many companies struggle to generate pipeline efficiently? In this episode, Chris shares exactly why (and new and more effective GTM strategies). Whether you're a CMO, CRO, CEO, or CFO, this episode will challenge your thinking and help you build a smarter GTM strategy with marketing investments that are actually delivering returns.Key topics from this episode:The Fundamental Flaws in
RV233 - My Lessons From Scaling to $22 Million
Chris joined Brad Zomick’s show (LinkedIn Famous), where he shared insights on personal growth as a founder, his learnings from executing on LinkedIn for 5 years, and the new playbook founders can use to build and grow their companies. Key topics from this episode:The right way to approach LinkedIn (hint: vanity metrics don’t matter)Personal growth and intuition as a founderLearnings and mistakes
RV232 - The 3 Pillars of GTM Success | Go To Market Live Episode 42
This is the first GTM Live episode of 2025, and Chris shares his most recent GTM strategies to help you win. These lessons are especially crucial for companies who want to scale past $10 million ARR.Key topics from this episode:The 3 Pillars of GTM Success: GTM Strategy, GTM Optimization, and GTM Operations.Cost of Growth: Reframing GTM efficiency as "cost of growth" to measure true ROI
RV231 - Chris Walker & Dave Gerhardt Talk B2B Marketing
This is a must-listen episode where Chris Walker joined Dave Gerhardt (Founder & CEO of Exit Five) on the B2B Marketing with Dave Gerhardt podcast. Key topics from this episode:Why being “early” in seeing how marketing is changing is often misunderstood as being wrongHow to manage negativity on social media while staying focused on your goalsUsing podcasts, live events, and social media to gat
RV230 - MUST LISTEN: 2025 GTM Predictions (and Beyond)
In this episode, Chris Walker talks with hosts Mikkel Kiærulf Plæhn and Toni Hohlbein about the GTM challenges B2B companies face. He shares common mistakes companies are making, how to better use data for decision-making, and predictions for what the future of GTM looks like.Key topics from this episode:Why unit economics at the top of the funnel are the root of most GTM inefficienciesThe CEO’s p
RV229 - The 2025 B2B Content Playbook
In this episode, Chris Walker joins a live event by Finn Thormeier to share his current approach to content, and what it takes to create a B2B content strategy in 2025 that actually works. Topics covered in this episode:Chris’s current content approach and strategy while building PassettoThe problem with sharing your IP too freely in your contentLead gen vs. audience buildingInvite-only events as
RV228 - The Portfolio Approach to GTM Investments | Go To Market Live Episode 41
In this episode, Chris Walker shares how GTM teams can achieve better results. He breaks down the steps revenue and marketing leaders can take to understand their spending, measure their impact, and drive more effective outcomes.Key topics include:Transitioning from growth-at-all-costs to efficiency-first strategiesThe critical role of financial data in optimizing GTM investmentsHow to build a clo
RV227 - MUST LISTEN: Solving GTM Efficiency | Go To Market Live Episode 40
In this episode, Chris Walker shares why many companies have GTM efforts that fail to deliver the expected results, which can often result in missing out on hundreds of millions of dollars of shareholder value. He breaks down the root causes—disconnected teams, poor data, and misaligned goals—and provides actionable steps to address them.Key topics include:Why the CEO—not the CFO—should be respons
RV226 - How To Fix The Broken Revenue Factory
In this episode, Chris Walker talks with host Nick Flamini about practical ways to improve go-to-market strategies, strengthen the connection between finance and marketing, and make small teams more effective with AI.Key topics include:Why CFOs should lead the go-to-market planning model that drives how marketing operates.The inefficiencies in traditional SDR roles and how to rethink sales process
RV225 - The Future of AI in GTM | Go To Market Live Episode 39
In today's episode, Chris shares how AI will completely redefine GTM strategies over the next 18 months, including its impact on RevOps, marketing efficiency, and SaaS companies overall.Key topics include:How AI is transforming low-level marketing, design, and ops roles.The shift towards smaller, AI-enabled teams with higher efficiency.Why "free advice" from platforms like LinkedIn c
RV224 - Listen To My Coffee Meeting (Advice For Founders)
Today’s episode is possibly the most unique episode ever published on Revenue Vitals. It's the audio from a private coffee meeting I had with an entrepreneur who is looking to start an agency. Note - You will only be able to hear my audio, but I think you’ll get a lot of value from it.I shared my recent learnings around topics like:Lessons learned from building multiple businessesGetting to $2
RV223 - Evolving The CMO Role (Art vs. Science)
In today’s episode, I’m sharing my interview on The Long Game podcast where we covered a variety of great topics like:Being Misunderstood on LinkedInAttribution is a Tool (Not the Answer)Reimagining the Role of the CMODemand Creation vs. Brand AwarenessBootstrapping vs. Venture CapitalWhy SaaS + Services is a Great ModelLinkedIn's B2B PotentialAnd more…
RV222 - Attribution is the problem (not the solution) | Go To Market Live Episode 38
Welcome to Revenue Vitals, a weekly show where Chris Walker challenges the traditional status quo of B2B go-to-market strategies, covering areas like Digital Demand, RevOps, Sales Development, and GTM Strategy.In this episode (GTM Live #38), Chris talks about:Why attribution models are more of the problem than the solutionThe limitations of traditional KPI systems in marketing and salesBreaking aw
RV221 - My POV and Messaging Framework (to 10x Growth)
Chris Walker joins Erik Jacobson (CEO at Hatch.fm) to talk through Chris's recent update to his strategic narrative, POVs, and messaging at Passetto, which has resulted in generating more pipeline and revenue in the month of October alone than all of 2024 combined up to that point.Listen to this episode to hear Chris’s framework on how to turn what you say (your message) into 10x growth.
RV220 - Who Owns GTM? | Go To Market Live Episode 37
Welcome to Revenue Vitals, a weekly show where Chris Walker challenges the traditional status quo of B2B go-to-market strategies, including Digital Demand, RevOps, Sales Development, and GTM Strategy. In this episode (from GTM Live #37), Chris talks about:Who should own the GTM strategy (hint: it’s not the CMO)Why GTM should function like a factoryPost-sale reporting linesAttribution vs. business-
RV219 - MUST LISTEN: How Your Pipeline Problem Costs You $50MM+/Quarter | Go To Market Live Episode 36
In this week’s live event, Chris discusses the insights he gained from attending the Pavilion Go-To-Market 2024 conference. He critiques the prevalent issues plaguing current marketing and sales strategies, emphasizing the importance of efficient pipeline creation as a determinant of successful business operations. He reflects on the conference's average content but highlights the value of net
RV218 - Aligning Marketing and Finance for Growth | Go To Market Live Episode 35
In this week’s live event, Chris is joined by Tom Wentworth, CMO of Recorded Future, to discuss the intricate collaboration between marketing leadership and finance. They dive deep into the often-overlooked aspect of bringing business acumen into financial planning, emphasizing the importance of marrying marketing metrics with business objectives to drive enterprise value. With Recorded Future'
RV217 - MUST LISTEN: How to Fix Your Pipeline Problem via Marketing ROI | Go To Market Live Episode 34
In this week’s live event, Chris is focused on reinforcing the importance of unified metrics and financial acumen. He also covers marketing efficiency, effective brand marketing strategies, and the role of ROI in driving business success. Addressing listener feedback and industry misconceptions, Chris provides a comprehensive analysis of marketing performance metrics. He argues against the widespr
RV216 - GTM Efficiency | Go To Market Live Episode 33
In this week’s live event, Chris is joined by finance expert David Spitz to dig into the intricacies of go-to-market efficiency, a crucial metric for SaaS companies. As businesses navigate 2025 planning and budget setting, understanding key performance indicators is indispensable. David provides a detailed exploration of how public SaaS companies are evolving in their approach to marketing efficie
RV215 - Fixing Your Broken Marketing ROI | Go To Market Live Episode 32
In this week’s live event, Chris starts by discussing the misconceptions surrounding marketing ROI within the B2B space. He criticizes the conventional wisdom that overly focuses on attributing ROI at the campaign level and stresses the necessity of examining ROI from an entire department perspective. This shift, he argues, allows for more creative and impactful marketing strategies that align bet
RV214 - Marketing Strategies to go From $1MM to $10MM ARR | Team8 Accelerate Founders Workshop
Chris joined moderator Asaf Azulay and a group of founders and CEOs on Team8 Marketing’s Acceler8 Workshop.Chris covers the most common B2B Marketing mistake that he sees companies make when it comes to scaling: financial planning process relating to GTM programs. He talks about how this leads to overlapping costs and nobody focused on creating net new demand for their product or service. He also
RV213 - Transforming Your GTM Strategy into a Revenue Factory | Go To Market Live Episode 31
In this week’s live event, Chris is joined by Jacco van der Kooij, founder of Winning by Design, to discuss the nuances of running your Go-to-Market strategy as a revenue factory. The session kicks off with discussions on the pivotal role of GTM and how the focus has shifted towards growth, efficiency, and sustainability in today's economy. Jacco draws from his vast experience to explain how b
RV212 - From Solo Consultant to Industry Leader: Chris Walker on the Leader Leverage Podcast
Chris joined Andrew Kappel, host of the Leader Leverage Podcast, to talk about his transition into a leadership role and how that’s affected his perspective on GTM strategies. Chris outlines the critical leverage points in early-stage businesses and emphasizes the significant impact of engaging with actual customers to refine products and services. He discusses the foundation of Passetto, explaini
RV211 - MUST LISTEN: The Complete Go-To-Market KPI Stack | Go To Market Live Episode 30
In this week’s live event, Chris covers the optimization of go-to-market efficiency, presenting practical examples using realistic data. He explores the critical importance of KPI stacks and revenue breakpoints, spotlighting real company scenarios and offering strategic insights. Highlights include combating poor unit economics, balancing marketing experiments with immediate ROI needs, and unifyin
RV210 - How GTM Efficiency Impacts Revenue Multiple and Enterprise Value | Go To Market Live Episode 29
In this week’s live event, Chris shares invaluable insights into how SaaS companies can strategically optimize their marketing and sales spend to enhance their enterprise value. This episode focuses on the correlation between go-to-market efficiency and revenue multiples, presenting findings that challenge the conventional wisdom of growth-at-all-costs in favor of more sustainable, efficient busin
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