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 demonstrates how to use ChatGPT to identify prospects who actually need your solution and craft messages that deliver independent value before you ever ask for a meeting.

What You'll Learn:

• Why traditional ICP scoring is "mental masturbation for executives" and what to do instead
• How to work backwards from customer pain using public data and AI
• The game-changing concept of "the list is the message"
• How to identify demonstrable value props that competitors can't replicate
• Why vertical SaaS has a hidden advantage (and what horizontal SaaS can learn)
• PLUS: Real-time walkthrough: Finding pain-qualified prospects for a clean energy platform using only ChatGPT and public data

AI has transformed tools from "access" to "power tools" overnight. Leaders can no longer delegate strategy to RevOps and hope for the best. You need to get your hands dirty with the data to understand what's actually possible.

🔗 LINKS & RESOURCES:

Watch the entire ⁠live GTM build on YouTube⁠

Follow Jordan on LinkedIn

Subscribe to Cannonball GTM on Substack

Follow Amber on LinkedIn

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This episode is powered by ⁠Passetto⁠. If you're tired of staring at dashboards that don't tell you what you need to know, you're not alone. Most revenue leaders are flying blind because of the Pipeline Black Box™, a critical data gap that keeps you from understanding what's actually driving results. Passetto transforms how you run your revenue engine, so you can finally see what's working, fix what's not, and scale with precision.

Tired of guessing what's generating pipeline and what's draining your resources? Book a free strategy call.

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 full revenue factory, and transforming their careers in the process.

Each stage represents a critical transformation moment that separates leaders who consistently hit their targets and drive real results from those who scramble every quarter wondering why nothing's working.

This episode explores Stage 1: The Panic Response, and it represents the first stage in revenue transformation. You’re likely in Stage 1 if you’re asking questions like, "What experiments should I try next?", "What are other companies doing that I should copy?", or "What AI tool is going to save my pipeline?".

What We Cover in This Episode:

• Why the question "What experiments should I try next?" is fundamentally wrong
• How to recognize if you're trapped in The Panic Response
• The uncomfortable truth about why transformation only happens outside your comfort zone
• What it actually takes to move from reactive scrambling to strategic confidence
• Why adding more tactics to a broken foundation only creates more noise in an already chaotic system
• The real reason you can't measure the impact of your investments, and what that means for your ability to drive growth
• What fundamental questions you're NOT asking because you don't have the data model to answer them
• The moment of decision that separates leaders who transform from leaders who stay stuck
• How to stop copying what other companies are doing and start building what actually works for YOUR revenue factory
• If you've ever felt like you're working harder than ever but can't prove you're moving the needle, this episode is for you.

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This episode is powered by Passetto. If you're tired of staring at dashboards that don't tell you what you need to know, you're not alone. Most revenue leaders are flying blind because of the Pipeline Black Box™, a critical data gap that keeps you from understanding what's actually driving results. Passetto transforms how you run your revenue engine, so you can finally see what's working, fix what's not, and scale with precision.

Tired of guessing what's generating pipeline and what's draining your resources? Book a free strategy call: https://www.passetto.com/book-a-call

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, and the critical role of sales + marketing alignment in fixing the “pipeline black box.”

You’ll hear practical examples from Steve’s experiences as an in-house demand gen leader and now running his ABX agency, insights into what’s working for growth-stage SaaS companies right now, and a fresh perspective on building GTM systems that actually deliver results.

If you’re a CMO, CRO, or RevOps leader looking for new ways to diagnose what’s holding back your pipeline, this episode is a must-listen.

Key Topics Covered:

• Lessons from demand gen on identifying what works vs. what doesn’t
• ABM → ABX: creating account-based experiences that align sales + marketing
• The “messy middle” handoff between sales and marketing, and why it breaks most funnels
• Flipping the script: studying disqualification rates instead of obsessing over MQL → SQL conversion
• Practical examples of diagnosing rejection data and what it revealed
• The underestimated importance of data hygiene, UTMs, and ops roles
• Why improving what you already have often beats chasing new volume

🔗 LINKS:

• Follow GTM Live on ⁠Spotify⁠
• Subscribe to the GTM Live ⁠YouTube Channel⁠

• Follow Steve on LinkedIn
• Check out Twelfth Agency
• Follow Carolyn on LinkedIn
• Follow Amber on LinkedIn

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This episode is powered by ⁠Passetto⁠, a technology-enabled GTM advisory with a solution that eliminates the Pipeline Black Box™, the critical data hidden inside every GTM engine where leaders are flying blind when it matters most.