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How to Shift from ‘Marketing-Sourced Pipeline’ to Real Visibility

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Manage episode 508567329 series 2862679
Content provided by Passetto. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Passetto or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

If your board asks “Why is pipeline down?” and your opportunity dashboards only say marketing-sourced vs. SDR-sourced (AKA the four-funnel model), you’re stuck with surface-level data and left guessing at fixes instead of diagnosing the problem.

The real story lives between engagement and opportunity, the unmeasured factory floor where prospecting happens (or dies). In this episode, Carolyn and Amber show how to rip the lid off that black box, swap vanity volume for "causal" metrics, and find the repeatable patterns that actually manufacture pipeline.

Expect blunt takes, practical questions to bring to RevOps tomorrow, and real outcomes from teams who’ve made the shift (e.g., win rates jumping from ~13% to ~24% and easier budget approvals once the black box is illuminated).

What You’ll Learn:

  • [02:20] Why “source” reporting hides the truth (and fuels misalignment)
  • [08:00] The Pipeline Black Box: measuring the in-between (triggers → first meeting → opp)
  • [15:00] Pattern-spotting: sequences that create pipeline vs. waste
  • [17:30] Visual walkthrough: opening the black box
  • [20:55] Prospecting as its own lifecycle: timing, activity load, DQs, velocity
  • [26:10] From more leads to more lift (conversion, speed, win rate 13%→24%)
  • [36:00] Turning visibility into stronger board stories & budget wins
  • [38:25] 3 questions to expose your black box this week

Who This Episode For

CROs, CMOs, Demand leaders, and RevOps owners ready to graduate from MQLs/last-touch to a factory-style measurement system.

🔗 LINKS

This episode is powered by ⁠Passetto⁠, a GTM advisory and instrumentation software company with a solution that eliminates the Pipeline Black Box™, the critical data hidden inside every GTM engine where leaders are flying blind when it matters most.

  continue reading

588 episodes

Artwork
iconShare
 
Manage episode 508567329 series 2862679
Content provided by Passetto. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Passetto or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

If your board asks “Why is pipeline down?” and your opportunity dashboards only say marketing-sourced vs. SDR-sourced (AKA the four-funnel model), you’re stuck with surface-level data and left guessing at fixes instead of diagnosing the problem.

The real story lives between engagement and opportunity, the unmeasured factory floor where prospecting happens (or dies). In this episode, Carolyn and Amber show how to rip the lid off that black box, swap vanity volume for "causal" metrics, and find the repeatable patterns that actually manufacture pipeline.

Expect blunt takes, practical questions to bring to RevOps tomorrow, and real outcomes from teams who’ve made the shift (e.g., win rates jumping from ~13% to ~24% and easier budget approvals once the black box is illuminated).

What You’ll Learn:

  • [02:20] Why “source” reporting hides the truth (and fuels misalignment)
  • [08:00] The Pipeline Black Box: measuring the in-between (triggers → first meeting → opp)
  • [15:00] Pattern-spotting: sequences that create pipeline vs. waste
  • [17:30] Visual walkthrough: opening the black box
  • [20:55] Prospecting as its own lifecycle: timing, activity load, DQs, velocity
  • [26:10] From more leads to more lift (conversion, speed, win rate 13%→24%)
  • [36:00] Turning visibility into stronger board stories & budget wins
  • [38:25] 3 questions to expose your black box this week

Who This Episode For

CROs, CMOs, Demand leaders, and RevOps owners ready to graduate from MQLs/last-touch to a factory-style measurement system.

🔗 LINKS

This episode is powered by ⁠Passetto⁠, a GTM advisory and instrumentation software company with a solution that eliminates the Pipeline Black Box™, the critical data hidden inside every GTM engine where leaders are flying blind when it matters most.

  continue reading

588 episodes

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