This week on GTM Live, Carolyn unpacks one of the most deeply ingrained—but damaging—habits in B2B go-to-market: measuring success based on which department sourced the deal.

While many marketing leaders know this approach doesn’t reflect reality, changing it is hard, especially in legacy orgs with outdated attribution models, internal inertia, and leadership that still demands simple answers to complex questions.

In this solo episode, Carolyn breaks down the real problem: measuring performance by team creates siloed decision-making, warped incentives, and misses what actually moves buyers through the funnel.

You’ll hear why the future of GTM performance measurement is about mapping buyer behavior across an interconnected journey, not slicing credit by department. And she shares the exact 5-part framework Passetto uses to help teams ditch "department-sourced" for something far more accurate and impactful.

If you’ve ever struggled to prove Marketing’s full impact, or if your exec team is still obsessed with MQLs and last-touch attribution, this episode will hit home.

Key topics in this episode:

Why “department source” attribution is outdated and misleading
The real structure of a modern buyer journey
How this model leads to misaligned KPIs and credit battles
Why most GTM teams lack the data architecture to measure what matters
A new framework to measure engagement, prospecting, and sales as one integrated system

This episode is powered by ⁠⁠Passetto⁠⁠. We help high-growth and equity-backed B2B SaaS companies turn GTM data into better decisions, faster. We unify your GTM and financial data, identify your growth levers, and help you scale. Part SaaS, part advisory. Visit ⁠⁠passetto.com⁠.

DEAD AIR #2