The B2B Playbook #180: Revenue Alignment Architecture: How Passetto x CRO School Are Redefining B2B GTM
Why is go-to-market still broken in B2B?
Because nobody owns the commercial outcome.
In this pivotal episode of The B2B Playbook, we sit down with Carolyn Dilks (co-founder of Passetto) and Adem Manderovic (co-founder of CRO School) to unpack why sales, marketing, and customer success continue to operate in silos—and what needs to change.
This isn’t another “alignment” chat.
It’s a practical blueprint for rebuilding GTM around commercial oversight, financial accountability, and real market validation—not just KPIs that make the dashboard look good.
We cover:
+ How Predictable Revenue broke GTM—and what comes next
+ Why “meetings booked” is a destructive metric
+ The missing role of commercial acumen in sales and marketing
+ What Passetto does to bridge GTM and finance
+ How CRO School is restoring financial ownership across revenue teams
+ And why this isn’t a fix at the department level—it’s a top-down restructure
If your GTM strategy feels reactive, misaligned, or just plain inefficient—this conversation is your roadmap to a commercially viable, scalable system.
https://theb2bplaybook.com/cro-school
-----------------------------------------------------
🔗 Links + CTAs
-----------------------------------------------------
💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency
🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school
🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course
Check out Passetto: https://www.passetto.com/
-----------------------------------------------------
🧑🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses
📺 YouTube: https://www.youtube.com/@theb2bplaybook
📩 Newsletter: https://theb2bplaybook.com/newsletter/
📚 Latest content: https://theb2bplaybook.com/
-----------------------------------------------------
00:00:56 – Why GTM Teams Are Still Broken in 2025
00:04:00 – The Fallout from Predictable Revenue: Modeling Gone Wrong
00:08:07 – The Finance-GTM Gap Nobody Talks About
00:12:10 – Why MQLs & Siloed Metrics Kill Growth
00:16:10 – Why Weekly Syncs Don’t Fix Misalignment
00:20:10 – The Meetings Metric Is Breaking Your Funnel
00:24:20 – Churn Isn’t a CS Problem—It’s a GTM Problem
00:28:20 – What a Real CRO Should Own (and Why Most Don’t)
00:32:25 – What Passetto Does to Fix GTM Blind Spots
00:36:30 – Closed Circuit Selling: A GTM Framework That Works
00:40:30 – Why BDRs Are Operating in a Black Hole
00:44:35 – Final Thoughts & Where to Learn More
-----------------------------------------------------
👥 Are you a B2B marketer in a small team??
💰 Need to bring in more revenue for your company (so sales and your boss love you??)
Get the:
🔹 strategy
🔹 templates
🔹 tools
So you have everything you need to drive more revenue for your brand.
See why other B2B marketers like you love The B2B Incubator
Check out: https://theb2bplaybook.com/demand-gen...
S07 E180 - The B2B Playbook
#B2BMarketing #RevenueArchitecture #GoToMarketStrategy #DemandGeneration #MarketingStrategy