GTM Live Why Your GTM Strategy Isn’t Working (Hint: Attribution, Data, and Unit Economics)
12 snips
Apr 10, 2025 The hosts tackle the pitfalls of go-to-market strategies, uncovering how bad attribution models and unclear ROI lead to wasted resources. They highlight the heavy reliance on single-touch attribution, revealing its hidden costs. There's a deep dive into the importance of strong data foundations before strategizing. Listeners learn what marketing leaders should avoid, like getting caught up in RevOps tasks, and hear valuable lessons from the development of Passetto. The discussion emphasizes aligning marketing efforts with actionable insights for true growth.
AI Snips
Chapters
Transcript
Episode notes
True ROI vs. Tactical Results
- Everyone understands the importance of ROI, but few actually measure it.
- Tactical results are easier to measure but don't reveal the big picture.
Avoid Single-Touch Attribution
- Avoid using single-touch attribution models for setting targets or measuring performance.
- They provide an incomplete picture and can create unhealthy competition between teams.
Customer Attribution Example
- Carolyn recounts a call with a customer who relied on single-touch attribution.
- The customer debated crediting BDRs or marketing based on the last 30-day touch, highlighting flawed attribution logic.