About this episode

This episode discusses the challenges marketing leaders face in proving their revenue impact and offers solutions for better measurement.

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…

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Passetto

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