What a SaaS CMO and VP of RevOps Found Hiding in Their Own Data

About this episode

The episode discusses insights from a SaaS company's data analysis revealing critical gaps in revenue tracking and marketing performance.

🗓️ REGISTER for our April 22 webinar “The Rise and Fall of the MQL” with guest Jon Miller (cofounder of Marketo) In this episode, Carolyn and Amber break down a real-world case study of a SaaS company that came to Passetto with a mature business, an aligned GTM team, and a brand new VP of RevOps, but a data foundation that couldn't tell them what was actually driving their GTM motion or where it was breaking down. We break down what surfaced during a two-week Sprint: why one-third of 2025 revenue had no traceable source, what the data revealed about paid search ROI and where spend was underperforming, and how foundational data gaps were making it impossible to see marketing's role in active deals. We break down the insights we helped uncover for their team: Why 31% of revenue had no traceable source, and why that number was growing quarter over quarter Paid search was driving far more pipeline than anyone realized, but not all campaigns were pulling their weight, and the gap between the best and worst performers was significant Why win rate dropped QoQ and what the data revealed about rep ramping and opportunity creation inconsistency How inbound hand raisers were the only…

People in this episode

Hosts: Carolyn, Amber

Guest: Jon Miller

Topics covered

• SaaS
• data analysis
• marketing performance
• revenue operations
• case study

Keywords

• SaaS
• CMO
• RevOps
• data gaps
• marketing ROI
• pipeline growth
• revenue sources

Mentioned in this episode

Organizations: Marketo, Passetto, SaaS

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