The Hidden Power of Rejection Data in GTM (with Steve Armenti)

On this episode of GTM Live, Carolyn and Amber sit down with Steve Armenti, CEO & Founder of Twelfth Agency and former demand gen leader at Google.

Steve shares his journey from corporate marketing to building a thriving agency, and dive into why most revenue teams miss the real story in their data, how to flip the script on pipeline analysis by studying rejection instead of just conversion, and the critical role of sales + marketing alignment in fixing the “pipeline black box.”

You’ll hear practical examples from Steve’s experiences as an in-house demand gen leader and now running his ABX agency, insights into what’s working for growth-stage SaaS companies right now, and a fresh perspective on building GTM systems that actually deliver results.

If you’re a CMO, CRO, or RevOps leader looking for new ways to diagnose what’s holding back your pipeline, this episode is a must-listen.

Key Topics Covered:

• Lessons from demand gen on identifying what works vs. what doesn’t
• ABM → ABX: creating account-based experiences that align sales + marketing
• The “messy middle” handoff between sales and marketing, and why it breaks most funnels
• Flipping the script: studying disqualification rates instead of obsessing over MQL → SQL conversion
• Practical examples of diagnosing rejection data and what it revealed
• The underestimated importance of data hygiene, UTMs, and ops roles
• Why improving what you already have often beats chasing new volume

🔗 LINKS:

• Follow GTM Live on ⁠Spotify⁠
• Subscribe to the GTM Live ⁠YouTube Channel⁠

• Follow Steve on LinkedIn
• Check out Twelfth Agency
• Follow Carolyn on LinkedIn
• Follow Amber on LinkedIn

—

This episode is powered by ⁠Passetto⁠, a technology-enabled GTM advisory with a solution that eliminates the Pipeline Black Box™, the critical data hidden inside every GTM engine where leaders are flying blind when it matters most.