Many marketing leaders struggle with being measured against revenue. That’s because the status quo measurement model doesn't capture everything they do, which means their true impact is almost always under-reported.

This workshop is about how to fix that, and how to properly and comprehensively measure marketing's impact on pipeline and revenue, with data that let you walk into a boardroom with answers instead of anecdotes.

What we cover:

Why last-touch attribution under-reports your true impact every single time, and why a lot of leaders quietly prefer it that way
What's happening between lead creation and opportunity creation, and why nobody's tracking it
The GTM factory model: three stages, and the specific data that lives in each one that changes how you read performance entirely
Why the demand waterfall is more than 20 years old and what it's actually costing you to keep operating inside it
Where most companies are flying blind in their GTM motion, and the specific data points that fix it
How to start building the metrics that let you go to your board with answers

🔗 RESOURCES:

Want all the metrics Carolyn covers applied to your own data? Passetto's 14-Day Marketing KPI Sprint connects your MAP and CRM to show you exactly what's driving, and hurting, your pipeline.

🎥 The 9 GTM Metrics Every B2B SaaS Company Should Track

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This episode is powered by Passetto. If your marketing dashboards aren't giving you straight answers, you're in good company. Most Marketing teams simply don't have the visibility to understand how they are driving pipeline and revenue and where budget is being wasted.

Passetto changes that, giving marketing leaders the comprehensive data they need to act with confidence.

Why Most Marketing Leaders Can't Prove Their Revenue Impact [Workshop Recording]

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Why Most Marketing Leaders Can't Prove Their Revenue Impact [Workshop Recording]