Everyone’s analyzing win rates, but too few teams are asking the harder question: how did that opportunity even begin?

This week on GTM Live, Trevor and Carolyn break down the most overlooked stage in go-to-market: what happens before a lead becomes a lead. They unpack why early-funnel signals (the ones that come before forms, meetings, or MQL scores) are where your growth strategy is made or broken.

They explain why it’s not enough to measure performance after the fact, and how traditional attribution misses the hidden work happening in the earliest phases of pipeline creation.

Carolyn explains how early signal data is shaping a new standard for pipeline visibility, and Trevor shows how to connect that data to real decisions: budget, headcount, channels, and more.

If your GTM reporting starts at the opportunity stage, you’re already behind.

Key topics in this episode:

Why traditional approaches to attribution often tells a false story
Why marketing and sales leaders need to rethink “first touch” and “last touch” measurement
What happens when early-stage activity is left out of pipeline ROI models
How to expose the invisible work that actually drives revenue
The GTM gaps that surface when ops teams aren’t tracking signals
The early indicators that help you scale GTM programs with confidence

This episode is powered by Passetto. We help high-growth and equity-backed companies turn GTM data into better decisions, faster. We unify your GTM and financial data, identify your growth levers, and help you scale. Part SaaS, part advisory. Visit passetto.com

Exposing the Attribution Lie That’s Costing You Millions

GTM Live