Steve Armenti

Steve Armenti, CEO of Twelfth Agency and former demand gen leader at Google, shares insights on leveraging rejection data for improved go-to-market strategies. He highlights the importance of aligning sales and marketing to overcome common funnel breakdowns. Steve emphasizes analyzing disqualification rates to understand systemic issues instead of just focusing on conversion metrics. With practical examples, he reveals how effective data hygiene and prioritizing operations roles can lead to better pipeline performance and unlock growth opportunities.