GTM by the Numbers Ep 3: Attribution Myths, Brand Truths & Capital-Efficient Growth with Bill Macaitis
In this episode of GTM by the Numbers, host Brandon Redlinger sits down with Bill Macaitis—the former CMO who propelled Salesforce, Zendesk, and Slack to breakout growth and now advises the next generation of SaaS disruptors through SaaS CMO Pro. Together they unpack what it really takes to build a capital-efficient, customer-obsessed GTM engine in 2025.
Bill explains why traditional last-touch attribution is broken, how to prove marketing impact with control-group experiments, and the mindset shifts every GTM leader needs in an AI-driven world. They also dive into aligning incentives across marketing, sales, and product, the underrated power of NPS, and why brand is the ultimate growth lever when budgets tighten. If you’re a GTM executive aiming to scale fast without burning cash, this conversation is a must-listen.
What you’ll learn in this episode
- The fatal flaws in common attribution models, and how AI-powered regression analysis fixes them
- How to design low-cost control groups (city, segment, or account) that finally silence board-room skepticism
- Why Bill tracks NPS and post-sale CSAT alongside pipeline targets
- A practical framework for unifying marketing, sales, and product around shared revenue metrics
- The comp-plan adjustments that stop channel infighting and start collective quota-crushing
- Where AI is taking attribution next—and how to future-proof your RevOps stack
- How to build a lovable B2B brand that fuels word-of-mouth and lowers CAC
Connect with Bill
- LinkedIn: linkedin.com/in/bmacaitis
- SaaS CMO Pro: saascmopro.com
Connect with Brandon
- LinkedIn: linkedin.com/in/brandonredlinger
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