Intro

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 separate leaders who consistently hit targets and drive real, provable results.

This episode explores Stage 4: Architecting Transformation—where you shift from recognizing what's broken to designing what comes next. This is where transformation moves from concept to practice.

What We Cover in This Episode:

• The two realizations that trigger readiness for transformation: understanding the career-ending cost of staying in a broken system AND seeing lived proof of what's possible when you rebuild
• The 4 core elements your new data model MUST have: removing department silos, multi-dimensional tracking, the new GTM stages, and unified metrics with separate accountability
• Why the old Demand Waterfall model is structurally broken and what the Engage → Prospect → Pipeline framework unlocks
• How to operate GTM like a relay race instead of siloed teams competing for credit
• The exact business case framework to get leadership buy-in (including how to quantify the revenue you're leaving on the table)
• Build vs. buy: Understanding the "Time Tax" and why elite teams move 4–5x faster with proven frameworks
• The 3 critical mistakes that kill transformation before it even starts and how to avoid them

This is the episode for every revenue, marketing, or GTM leader who has ever thought:

"I know what needs to change, but I don't know where to start"

"How do I get leadership to invest in this transformation?"

"What does the new model actually need to look like?"

Stage 4 is where you become the architect of your own transformation. This is where you stop talking about change and start building it.

🔗 CTAs & LINKS:

• Get the visibility and strategic priorities your GTM team needs to move decisively. Book your 14-Day Sprint.
• Register for Passetto's upcoming virtual events
• Book a free 1:1 Revenue Data Assessment
• Follow Carolyn 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.

Passetto changes that. In just 14 days, our Sprint gives you full-funnel visibility, clear answers about what's working and what isn't, and a focused set of strategic priorities to accelerate pipeline creation and align your teams immediately.