GTM Live

Dive into a case study of a $500M cybersecurity company as they tackle serious flaws in their sales strategy. Discover how last-touch reporting and an overreliance on product trials led to declining win rates. In just 14 days, they unveiled why trials convert at a mere 5% and how hand-raisers significantly outperform them. Learn about the shocking 40% of opportunities with no clear prospecting triggers and the push needed to modernize their demand engine. A fascinating look at transforming uncertainty into clarity!

Dive into the challenges B2B GTM leaders face, from stagnant ARR growth to the pitfalls of MQL metrics. Discover why traditional funnel models can mislead strategies and how the innovative GTM factory model offers clarity. Learn about the importance of tracking the elusive 'Pipeline Black Box' and the need for comprehensive prospecting analytics. Insights into engagement, signal tracking, and behavioral diagnostics are revealed, reshaping how organizations measure success in today's sales landscape.

In this HANDS-ON episode of GTM Live, we're ditching theory and building a real go-to-market strategy live—using AI, public data, and a completely different approach to finding and messaging prospects.Join host Amber Williams and special guest Jordan Crawford, the "OG GTM Engineer" and early advisor to Clay, for a masterclass in pain-qualified segmentation. Watch as Jordan demonstrates how to use ChatGPT to identify prospects who actually need your solution and craft messages that deliver independent value before you ever ask for a meeting.What You'll Learn:Why traditional ICP scoring is "mental masturbation for executives" and what to do insteadHow to work backwards from customer pain using public data and AIThe game-changing concept of "the list is the message"How to identify demonstrable value props that competitors can't replicateWhy vertical SaaS has a hidden advantage (and what horizontal SaaS can learn)PLUS: Real-time walkthrough: Finding pain-qualified prospects for a clean energy platform using only ChatGPT and public dataAI has transformed tools from "access" to "power tools" overnight. Leaders can no longer delegate strategy to RevOps and hope for the best. You need to get your hands dirty with the data to understand what's actually possible.🔗 LINKS & RESOURCES:Watch the entire ⁠live GTM build on YouTube⁠Follow Jordan on LinkedInSubscribe to Cannonball GTM on SubstackFollow Amber on LinkedIn—This episode is powered by ⁠Passetto⁠. If you're tired of staring at dashboards that don't tell you what you need to know, you're not alone. Most revenue leaders are flying blind because of the Pipeline Black Box™, a critical data gap that keeps you from understanding what's actually driving results. Passetto transforms how you run your revenue engine, so you can finally see what's working, fix what's not, and scale with precision.Tired of guessing what's generating pipeline and what's draining your resources? Book a free strategy call.

In a world where rising targets spark panic in revenue leaders, many rush to implement new tactics without addressing foundational issues. The discussion highlights how asking the wrong questions leads to more chaos. Personal anecdotes illustrate the pitfalls of relying on flawed data models. Transformational change demands stepping outside comfort zones and pursuing strategic confidence rather than frantic scrambling. Carolyn challenges listeners to rethink their approach and focus on the essential data that drives true revenue results.

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.

In a captivating discussion, Ashley Lewin, Head of Marketing at Aligned and a seasoned strategist from Refine Labs, critiques the overreliance on MQLs that stalls revenue growth. She shares insights from her audits of 30+ companies, advocating for a shift to qualified pipeline metrics instead. Ashley highlights the importance of a clean marketing infrastructure, including implementing HubSpot’s Lead object, and emphasizes the need for a cultural change in how teams view disqualification. Her innovative approach reshapes conventional growth strategies, aiming for scalable revenue.

Carolyn and Amber tackle the pitfalls of relying solely on marketing-sourced data for pipeline health. They reveal the hidden dynamics of the prospecting stage, exposing the 'black box' where prospects can either thrive or falter. The duo shares insights on identifying effective prospecting sequences, leading to streamlined activities and improved win rates—jumping from 13% to 24%. Listeners gain practical questions to analyze their current systems and learn how to present compelling data to leadership for better budget approvals.

Carolyn Dilks, CEO and co-founder of Passetto, is a seasoned marketing leader with a focus on unraveling the complexities of GTM strategies. In this discussion, she illuminates the often-overlooked 'pipeline black box' that obscures pre-opportunity activities. Carolyn advocates for a trigger-first approach to sales, emphasizing the need to track engagement metrics like connect rates and time-to-meeting. She also critiques traditional MQLs and encourages marketing leaders to embrace accountability and visibility for more predictable pipeline outcomes.

The discussion unveils the pitfalls of traditional B2B metrics like MQLs, showcasing how they misrepresent the customer journey. It critiques the myth of attribution as a solution, emphasizing that it only reflects a small conversion slice while hiding larger inefficiencies. The hosts propose a shift towards measuring quality over volume, advocating for cohesive sales and marketing alignment. They also dive into the importance of solid pipeline management and the benefits of modular changes over sweeping transformations, ensuring sustainable growth.

Amber Williams, Head of Revenue Operations at Passetto, joins as a new co-host, specializing in pipeline visibility. She reveals the dangers of relying on gut decisions in revenue strategies. The group discusses the 80-20 visibility problem, where teams only see a fraction of pipeline activity, and how this affects growth. They highlight the pitfalls of poor data architecture and the need for integrated customer journey insights. Amber emphasizes that AI won't fix bad data, and they share actionable steps for rebuilding revenue visibility.