GTM Live

In this episode, Dave Boyce, Executive Chair at Winning by Design and a veteran in SaaS, discusses the critical need for modern companies to rethink their go-to-market systems. He highlights how outdated structures like commissions and reporting misalign with today's buying behaviors. The importance of empathy in system design and why CEOs must take ownership of this transformation is emphasized. Practical examples from Atlassian illustrate how focusing on customer journey and retention leads to sustainable growth, challenging the traditional metrics that often hinder progress.

Unlock the secrets to measuring go-to-market performance in B2B SaaS. Discover why traditional funnel reports can mislead your progress. Learn how to track metrics that truly matter at each stage of the revenue factory. Explore the disconnect between GTM activities and leadership's expectations. Find out how high-performing companies use innovative strategies to drive alignment across teams. Improve your dashboard into a dynamic Revenue Command Center to make faster, data-driven decisions.

The discussion highlights the pitfalls of traditional departmental attribution in B2B go-to-market strategies. It emphasizes the need for a data-driven approach that accurately reflects the buyer's journey. Carolyn reveals how outdated models create silos and misaligned incentives, hindering performance measurement. A new framework is introduced to unify engagement, prospecting, and sales as one cohesive system. This insightful talk is perfect for anyone struggling to quantify marketing's true impact in a complex landscape.

In this enlightening discussion, Megan Bowen, CEO of Refine Labs and expert in B2B marketing, reveals the pitfalls of traditional paid media strategies that fail to convert. She highlights the dangers of misaligned KPIs and how they lead to ineffective decision-making. Insights on how agile companies outpace legacy firms are shared, showcasing the need for a modern approach to demand generation. The conversation also touches on reevaluating marketing metrics and the importance of integrating brand awareness with demand strategies for better business outcomes.

Discover the nine major dysfunctions that are silently sabotaging growth in B2B SaaS. Explore how fragmented data and siloed teams create chaos, preventing effective collaboration across marketing, sales, and finance. Learn why the role of RevOps often falls short and why teams fix symptoms instead of addressing underlying issues. Dive into the importance of aligning go-to-market strategies with financial goals and the risks of over-investing in top-of-funnel efforts. This insightful discussion calls for a unified approach to truly drive growth.

Carolyn Dilks, co-founder of Passetto, dives into the intricacies of go-to-market team struggles with Nick Flamini. They debunk the myth that more BDRs equal more pipeline and tackle the true causes of go-to-market bloat, emphasizing the need for better data and cross-functional alignment. Carolyn discusses how trust, not just volume, is vital in outbound efforts. The conversation stresses the importance of collaboration between finance and marketing to achieve sustainable growth and effective decision-making, providing a fresh perspective on pipeline management.

Wes Bush, CEO of ProductLed and an expert in product-led growth, joins the conversation to reveal the hidden systems that underpin real product-led strategies. He cleverly introduces the "PLG iceberg" framework, highlighting how surface-level features often obscure deeper issues. Discussion includes why many PLG initiatives stall, how internal misalignment can derail plans, and the common pitfalls that CEOs and GTM leaders face. Wes emphasizes the importance of foundational systems that must be in place before achieving true product-led success.

This discussion dives deep into the often-overlooked early stages of the sales pipeline. The speakers shed light on why traditional attribution methods can mislead teams by ignoring crucial early-funnel signals. Discover the vital role of customer interactions that happen before leads are generated and how these affect growth strategies. They advocate for enhancing data capture through effective tracking while stressing the importance of aligning marketing and sales teams for better insights. Learn how to expose the hidden work driving revenue!

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.

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.