GTM Live

Learn how to use AI to answer the marketing questions that actually matter. Join our free live Masterclass → https://www.passetto.com/ai-marketing-kpi-masterclassShowing up in AI search isn't a ranking game. It's a category-level eligibility problem.In this episode, Carolyn and Amber sit down with Gaetano DiNardi, the GOAT of SEO, to break down what actually gets a brand recommended by an LLM: entity association, AKA the model's pre-existing, trained-in belief that you belong in a category. It takes months, sometimes years, to build. No schema markup or "LLMs.txt" trick shortcuts it.Then they go after the citation obsession running the GEO conversation. Gaetano has clients getting cited constantly and still not getting recommended, because a citation and a recommendation aren't the same thing.Topics covered:Why GEO is a category eligibility problem, not an SEO ranking problemWhat "entity association" is, how long it realistically takes to build, and why some brands shouldn't even try yetThe citation myth: why getting cited everywhere doesn't mean getting recommended, and why the "95% third-party" stat is misleadingWhat it actually takes to get recommended by name when a buyer asks an AI tool for a shortlistWhy top-of-funnel content is dying on owned domains and moving to "rented land" (YouTube, LinkedIn, Substack)Who should prioritize SEO/GEO right now, and who's still too early to botherSkip to 47:00 to watch a live walkthrough: Gaetano reverse-engineers a ChatGPT recommendation in real time, asking it directly how it landed on an answer and which sources it actually pulled from.-----------------------------------------------------Measure marketing beyond leads and last-touch attribution.Passetto unifies CRM and marketing data into one clean, governed model, to finally help marketing leaders measure the KPIs they actually need.See how marketing influences pipeline, how marketing changes win rates and deal size, which programs are actually working, and where to invest next. Then query it all through AI, on demand.🚀 See what Passetto can show you → ⁠https://www.passetto.com/book-a-call⁠-----------------------------------------------------🔗 MORE FROM GAETANOFollow Gaetano on LinkedIn: https://www.linkedin.com/in/officialg/ Subscribe to Gaetano’s Substack: https://marketingadvice.substack.com/ Work with Gaetano: https://marketingadvice.io/ -----------------------------------------------------📹 B2B Marketing is Hard Until You Build Systems Like This: https://www.youtube.com/watch?v=ehJ1kEGgk0A 📹 Why B2B Marketing Measurement is Broken: ⁠https://www.youtube.com/watch?v=Xv8MSmnAu3Y⁠Subscribe to Passetto’s YouTube channel: ⁠https://www.youtube.com/@PassettoGTM⁠

The problem with marketing is that so many teams think their job ends when a lead becomes an opportunity. The highest-performing GTM teams know that's where the REAL work begins.In this episode, Amber sits down with Aviv Canaani, CRO at Datarails, to unpack how the company transformed from a 90% outbound sales motion into a scalable revenue engine powered primarily by inbound demand. Rather than optimizing marketing and sales separately, Aviv shares why the entire funnel should be treated as one connected revenue system and how RevOps, automation, and marketing architecture make that possible.In this episode:Why marketing and sales should operate as one revenue engineHow Datarails shifted from 90% outbound to 90% inboundWhy the best marketers take bigger creative risksHow RevOps can automate the revenue engine, not just report on itWhy attribution has limits, and what leaders should measure insteadHow AI is changing the future of GTM operationsIf you're trying to create more pipeline, improve sales efficiency, or better align marketing and revenue teams, this episode will absolutely challenge how you think about building a modern GTM organization.-----------------------------------------------------🔗 MORE FROM AVIV & DATARAILSFollow Aviv on LinkedIn: https://www.linkedin.com/in/avivcanaani/ Follow Datarails on TikTok: https://www.tiktok.com/@datarails Finance OS by DataRails: https://lp.datarails.com/ai-for-fpa-financeos -----------------------------------------------------🚀 FREE MARKETING MEASUREMENT AUDITEvery quarter, you're defending marketing with data that hides most of its impact. You can't fix what you can't measure, and you can't defend what you don’t have evidence for. I built a Marketing KPI Audit that pinpoints exactly where you're blind across the buyer journey and recommends 3 priorities that will move the needle most.I'm giving early access — email me at [email protected] and I'll run yours personally.-----------------------------------------------------Subscribe to Passetto’s YouTube channel: https://www.youtube.com/@PassettoGTM 📹 Why B2B Marketing Measurement is Broken: https://www.youtube.com/watch?v=Xv8MSmnAu3Y

The biggest problem with most ABM programs isn't execution, it's that they try to personalize at scale before they truly understand their buyers.Everyone wants the results of account-based marketing. Few organizations build the foundation required to make it work.In this episode, Carolyn sits down with Steve Armenti, former ABM leader at Google and founder of Twelfth Agency, to unpack one of the biggest misconceptions in modern B2B marketing.Together they explore why high-volume personalization is becoming less effective, why AI can't replace strategy, and why the highest-performing GTM teams build what Steve calls a "market of one", a deep understanding of every target account before scaling outreach.You'll learn:Why most ABM programs never create real demandThe hidden flaw in high-volume personalizationWhy AI amplifies strategy instead of replacing itHow leading GTM teams build a 360° account viewThe "market of one" framework for modern B2B growthIf your ABM strategy isn't producing the pipeline you expected, this episode may change what you believe the real problem is.-----------------------------------------------------The difference between guessing and knowing is almost always hiding in the data you already have.In less than 30 days, Passetto builds the marketing measurement system that gives marketing leaders continuous visibility into what's driving pipeline and revenue—and the evidence to confidently make and defend their next investment decision.🚀 Get started → https://www.passetto.com/book-a-call-----------------------------------------------------Check out Twelfth Agency: https://twelfth.agency/ Subscribe to Passetto’s YouTube channel: https://www.youtube.com/@PassettoGTM

When you’re working harder than ever and still getting questioned, most leaders assume they’re the problem. But what if the real reason you're exhausted isn’t lack of effort...it's that you’re trying to win inside a model that was never designed to show your impact?This episode is part of a 5-part series exploring the journey B2B revenue leaders take from reactive chaos to finally understanding, measuring, and transforming their entire Revenue Factory. Each stage represents a critical inflection point and the exact moments that separate leaders who consistently hit targets and drive real, provable results… from those who spend every quarter scrambling, duct-taping reports, and wondering why nothing is working.This episode explores Stage 3: The Breaking Point, AKA the most emotionally charged and career-defining moment in the entire transformation journey.What We Cover in This Episode:Why Stage 3 is the moment leaders either break down, or break throughWhy constant scrutiny, unclear reporting, and cross-functional finger-pointing aren’t personal failures, but symptoms of a broken data modelThe exact frameworks that explain why you're stuck and what has to change to unlock real revenue clarityWhy duct-taped reporting, activity-based KPIs, and siloed metrics guarantee misalignmentHow top-performing GTM teams rebuild their entire foundation, and why it transforms everything from credibility to win ratesThis is the episode for every revenue, marketing, or GTM leader who has ever thought:I’m exhausted from constantly defending myself.”“I KNOW we’re making an impact, so why can’t I prove it?”“What if the problem isn’t me… but the entire system?”🔗 CTAs & LINKS:Get the visibility and strategic priorities your GTM team needs to move decisively. Book your 14-Day Sprint.Register for Passetto’s upcoming 2-Day GTM IntensiveBook a free 1:1 Revenue Visibility AssessmentFollow Carolyn on LinkedIn–This episode is powered by Passetto. If your pipeline dashboards aren’t giving you straight answers, you’re in good company. Most GTM teams simply don’t have the visibility to understand what’s truly driving pipeline and revenue, what’s slowing them down, or where to focus next.