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They also explore outdated SEO metrics, the pitfalls of last-touch attribution, and why shifting to a revenue-influence mindset is essential.

You’ll hear what modern SEO looks like in a revenue-led org, how category narrative (not keyword stuffing) is the new growth lever, and how AI is reshaping both content production and search behavior.

Together, Carolyn and Sam challenge the idea that SEO can be a standalone marketing channel, it’s a powerful GTM distribution engine when done right.

Key topics in this episode:

Why SEO can’t be a silo anymore
How to reframe SEO as a distribution strategy, not just a traffic engine
Why aligning SEO with your company’s POV drives better outcomes
How AI is reshaping the content and SEO landscape
Why B2B companies need to track influence, not just rankings or leads
The biggest SEO measurement mistakes teams still make
What high-performing teams are doing differently with content

📣 Share this with any marketer or RevOps leader still tracking SEO like it’s 2015.

This episode is powered by ⁠⁠Passetto, a GTM advisory and software company that helps B2B SaaS teams achieve true Revenue Visibility. We work alongside revenue leaders to expose data blind spots, build the right data infrastructure, and eliminate the pipeline black hole. Visit ⁠⁠passetto.com⁠.

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