MUST LISTEN: What We Taught 100+ GTM Leaders in Our Invite-Only Workshop

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Nov 21, 2025

Dive into the challenges B2B GTM leaders face, from stagnant ARR growth to the pitfalls of MQL metrics. Discover why traditional funnel models can mislead strategies and how the innovative GTM factory model offers clarity. Learn about the importance of tracking the elusive 'Pipeline Black Box' and the need for comprehensive prospecting analytics. Insights into engagement, signal tracking, and behavioral diagnostics are revealed, reshaping how organizations measure success in today's sales landscape.

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INSIGHT

Four-Funnel Attribution Hides The Process

The four-funnel model that credits a single team for opportunities hides the multi-step, cross-team process that actually creates revenue.
Carolyn argues treating GTM like a factory reveals the true process and exposes where to fix inefficiencies.

ANECDOTE

The QBR Fire Drill Experience

Carolyn recounts building elaborate QBR reports that looked impressive but hid conversion inefficiencies and required manual gymnastics.
She calls that approach a QBR fire drill and says it wasn't sustainable or informative.

ADVICE

Segment The Pipeline Into Three Stages

Break pipeline creation into three measurable stages: engage, prospecting, and closing, and track the contact thread across all three.
Do not rely only on account-level or opportunity-level views; stitch contact signals to measure causal chains.

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🔓 LEAKED: 45 minutes from our invite-only workshop for B2B GTM leaders.

We recently held a live workshop for 100+ marketing leaders, CROs, and RevOps pros from companies spanning Spain to Sweden to North America. The session was intense. The chat was on fire. And now we're doing something we don't usually do: we're releasing a 45-minute cut of the core framework training.

This is the educational backbone of the workshop where we exposed what's broken in traditional GTM measurement and walked through the exact framework high-performing teams are using instead.

Real Problems From Workshop Attendees:

"New ARR growth has been flat for multiple quarters"
"We need to stop the obsession with MQL metrics"
"Our company doesn't even know what actually generates ARR"

What's We Cover:

Why MQLs, 4-funnel attribution, and traditional QBR dashboards are "just fluff" that hide what's really working
The "Pipeline Black Box"—the critical Prospecting stage between marketing touch and opportunity creation that 100% of companies fail to track
The exact GTM factory data model: every field, object, and signal type you need to build full-funnel visibility in your own systems
What to actually measure at each stage: prospecting analytics, signal analytics, and engagement diagnostics

This workshop will completely change how you think about pipeline measurement and give you a clear understanding of what to track in today's GTM ecosystem. This is the framework elite teams have already transitioned to, and now it's your turn.

🔗 CTAs & LINKS:

Book a free 1:1 Revenue Visibility Assessment

Follow Carolyn on LinkedIn

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.