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 with answers instead of anecdotes.

What we cover:

• Why last-touch attribution under-reports your true impact every single time, and why a lot of leaders quietly prefer it that way
• What's happening between lead creation and opportunity creation, and why nobody's tracking it
• The GTM factory model: three stages, and the specific data that lives in each one that changes how you read performance entirely
• Why the demand waterfall is more than 20 years old and what it's actually costing you to keep operating inside it
• Where most companies are flying blind in their GTM motion, and the specific data points that fix it
• How to start building the metrics that let you go to your board with answers

🔗 RESOURCES:

Want all the metrics Carolyn covers applied to your own data? Passetto's 14-Day Marketing KPI Sprint connects your MAP and CRM to show you exactly what's driving, and hurting, your pipeline.

🎥 The 9 GTM Metrics Every B2B SaaS Company Should Track

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This episode is powered by Passetto. If your marketing dashboards aren't giving you straight answers, you're in good company. Most Marketing teams simply don't have the visibility to understand how they are driving pipeline and revenue and where budget is being wasted.

Passetto changes that, giving marketing leaders the comprehensive data they need to act with confidence.

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 with Jon, co-founder of Marketo and Engagio (which merged with Demandbase), to dig into why the traditional B2B marketing playbook stopped working, what brand actually does for demand gen that most teams never account for, and what a modern measurement framework should look like in 2026.

What we cover:

• Why the same playbook that worked at Marketo failed at Demandbase

• Why MQLs aren't inherently bad, but how they became a game most marketing teams were rigging without realizing it

• The case against marketing-sourced vs. sales-sourced attribution (and why it breaks the teamwork you need to win)

• What a modern CMO dashboard should actually include

• Why the buying process is chaotic and nonlinear and why treating it like a simple funnel has always been the wrong model

• How AI is finally making true 1:1 personalization across millions of buyers possible

• The one question to ask your CFO socratically that will reframe the entire conversation about brand ROI

This episode is an absolute MUST listen for any marketing leader or revenue operator who knows something is broken but keeps hitting a wall trying to fix it.

🔗 RESOURCES:

🎥 ⁠⁠The GTM Factory Framework Explained⁠

🎥 ⁠9 Metrics Every B2B SaaS GTM Team Needs to Track⁠

Passetto's April sprint cohort is almost full. 2 weeks. A complete marketing and pipeline audit. Real GTM clarity before Q2 hits. ⁠[Work With Us]⁠

Book a [FREE] 1:1 Revenue Visibility Assessment to find out why you can't answer the pipeline questions that matter most. ⁠[Schedule Your Session]⁠

⁠⁠Follow Carolyn on LinkedIn⁠⁠

⁠Follow Jon on LinkedIn⁠

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This episode is powered by ⁠⁠Passetto⁠⁠. If your pipeline dashboards aren't giving you straight answers, you're in good company. Most GTM teams simply don't have the visibility to understand what's truly driving pipeline and revenue, what's slowing them down, or where to focus next.

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 table.

What we cover:

• Why showing up in person hits completely different and how four days in Florida generated more strategic clarity than months of Zoom calls
• The AI use cases that actually impressed them (and why most AI content is a race to the bottom)
• What Gaetano DiNardi and Jess Cook taught them about content, programmatic SEO, and why volume without expertise is killing small companies
• The Mojo PMM demo that made them rethink product marketing enablement entirely
• Why attribution is still the default answer to "how do you measure marketing" and why that's a problem
• The ex-Amazon CMO who said marketing doesn't need to do more, it needs to stop leaking revenue (and what that means in practice)
• The light bulb moment about what Passetto customers actually need help with (hint: it's not just the analytics)
• Their live appearance on the Notorious B2B show and some light beef that turned into a fun conversation

Raw, unfiltered, and recorded before Carolyn had to catch her flight.

🔗 RESOURCES:

🎥 Want to see how we approach GTM measurement? Watch our GTM Factory Framework on YouTube.

Spots are open for Passetto's April sprint cohort. It's a 2-week marketing and pipeline audit designed to give GTM teams real clarity before Q2 ⁠[Work With Us]

Book a [FREE] 1:1 Revenue Visibility Assessment to find out why you can't answer the pipeline questions that matter most. [Schedule Your Session]

Follow Carolyn on LinkedIn

Follow Amber on LinkedIn

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This episode is powered by Passetto. If your pipeline dashboards aren't giving you straight answers, you're in good company. Most GTM teams simply don't have the visibility to understand what's truly driving pipeline and revenue, what's slowing them down, or where to focus next.