GTM Live Inside the GTM Black Hole: Why Marketing Can't Prove Impact
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Apr 22, 2025 Discover why tracking early-stage signals in the pipeline is crucial for marketing success. Teams often overlook the critical prospecting phase, leading to distorted attribution that misrepresents impact. Learn how to connect initial engagement with ROI and understand the true cost of ignoring these signals. The podcast dives into the challenges of data visibility and the importance of a coordinated approach between sales and marketing. Join the conversation about navigating the complexities of the 'dark funnel' and uncovering real marketing effectiveness.
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Signals Reveal Full Pipeline Journey
- Tracking signals before sales engagement reveals the true journey that drives pipeline creation.
- Last-touch attribution ignores early indicators crucial for informed go-to-market investment decisions.
Growth Cost Outpaces Marketing Insight
- Rising cost of growth shows teams aren't aligning marketing efforts with unit economics.
- Multi-touch attribution in silos hinders understanding marketing's true financial impact.
Treat Prospecting as Transactions
- Track prospecting as a transactional, standalone object with stages like ready, working, connected, and disqualified.
- Capture reasons for prospecting and track connect rates to optimize sales efforts.