This week on GTM Live, Carolyn sits down with Dave Boyce, Executive Chair at Winning by Design and longtime SaaS builder, to explore why GTM systems are breaking, and what modern companies must do differently to build for predictable, customer-centered growth. They dive into what Dave calls “the layers of sediment” that have built up over time, e.g. commissions, org design, reporting structures, and outdated dashboards, and why those legacy systems are misaligned with today’s buying behavior. Th...
Jul 07, 2025•48 min
This week on GTM Live, Carolyn and Trevor walk through a practical, step-by-step breakdown of how companies should be measuring GTM performance—beyond the outdated funnel reports and measurement models that most teams are still relying on. This episode is structured like a mini masterclass: You’ll learn the real stages of the GTM revenue factory, what metrics to track at each one, and how to spot the signals that lead to qualified pipeline before opportunities even exist. They also cover how mos...
Jun 27, 2025•1 hr 5 min
This week on GTM Live , Carolyn unpacks one of the most deeply ingrained—but damaging—habits in B2B go-to-market: measuring success based on which department sourced the deal. While many marketing leaders know this approach doesn’t reflect reality, changing it is hard, especially in legacy orgs with outdated attribution models, internal inertia, and leadership that still demands simple answers to complex questions. In this solo episode, Carolyn breaks down the real problem: measuring performance...
Jun 16, 2025•29 min
This week on GTM Live, Carolyn sits down with Megan Bowen, CEO of Refine Labs, to unpack why so many B2B companies are pouring budget into paid media, and still missing revenue targets. They break down what’s really going wrong: not too much paid media, but too much spend on a strategy that doesn’t convert. Pipeline is down. Revenue is down. And yet, the response is often to spend more, not better. You’ll hear why performance marketing often fails to deliver real outcomes, how misaligned KPIs dr...
Jun 06, 2025•59 min
This week on GTM Live, Carolyn and Trevor unpack the 9 go-to-market dysfunctions quietly derailing growth at even the most ambitious B2B companies. They dig into why so many teams, despite big budgets, headcount, and tools, are still struggling to drive efficient growth. Spoiler: it’s not the people. It’s the system. You’ll hear why fragmented data, financial secrecy, and siloed ownership are causing misalignment across marketing, sales, finance, and CS. And what it takes to rebuild GTM as a uni...
May 29, 2025•53 min
This week on GTM Live, Carolyn sits down with Nick Flamini , host of the Sales Architecture Podcast , to explore the real reasons most go-to-market teams are still struggling—despite all the headcount, tools, and budget. They dig into the myth of “more BDRs = more pipeline,” and why most organizations are missing the data, architecture, and cross-functional alignment required to scale efficiently. Carolyn explains why “go-to-market bloat” is a symptom of deeper system issues, not bad people. She...
May 22, 2025•43 min
Most SaaS teams claim they’re “doing PLG,” but very few are doing it well. This week on GTM Live, Carolyn and Trevor sit down with Wes Bush , CEO of ProductLed , to unpack why product-led growth often fails—and what to do about it. They explore why PLG isn’t just a pricing model or trial strategy, but a deep, systems-level shift that most teams underestimate. Wes shares the “PLG iceberg” framework: how surface-level features (like a free trial) are only a fraction of the equation, and what’s rea...
May 12, 2025•47 min
Everyone’s analyzing win rates, but too few teams are asking the harder question: how did that opportunity even begin? This week on GTM Live, Trevor and Carolyn break down the most overlooked stage in go-to-market: what happens before a lead becomes a lead. They unpack why early-funnel signals (the ones that come before forms, meetings, or MQL scores) are where your growth strategy is made or broken. They explain why it’s not enough to measure performance after the fact, and how traditional attr...
May 01, 2025•59 min
Everyone’s trying to grow pipeline, but only few companies are measuring the part of GTM that actually creates it. This week on GTM Live , Trevor and Carolyn expose why the early-stage “signals” that actually drive pipeline are the ones most teams ignore. They dig into the real problem: teams aren’t tracking signals across the entire pipeline creation journey. Instead, they're relying on last-touch or deal source attribution that tells you nothing about what’s actually working. Trevor explains w...
Apr 22, 2025•46 min
This week on GTM Live , Carolyn and Trevor dive into the messiness of go-to-market strategy: overspending on pipeline, bad attribution models, and why marketers are often stuck doing RevOps jobs. Carolyn breaks down the trap of chasing new logos without clear ROI, while Trevor shares how his IT-to-marketing journey led to launching Passetto to fix these exact issues. They get into why data architecture matters before building strategy, and how single-touch attribution is holding teams back. Stic...
Apr 10, 2025•47 min
After a month-long sabbatical that took him across Australia, New Zealand, and Fiji, Chris Walker returns to Revenue Vitals with a life-changing announcement. In this deeply personal episode, Chris reveals a profound shift in his perspective and purpose that has led him to hand over hosting duties to Carolyn Dilks (Co-Founder and Managing Partner @ Passetto) who will be rebranding the show to “GTM Live”, while he embarks on a new mission. Sharing intimate details about his personal transformatio...
Apr 04, 2025•24 min
In this unique episode, Chris shares the unfiltered audio from a consulting call with an entrepreneur. Chris offers advice from his personal experience building multiple businesses to 7 and 8 figures in revenue. Here’s what you’ll learn in this episode: Why raising VC money might be a sign that your business model needs rethinking The advantages of bootstrapping a SaaS company to $5-10M ARR How a SaaS + services model creates better financial outcomes and product development Why "slow is fast" i...
Mar 04, 2025•8 min
Today’s episode is a live fireside chat recorded at Warmly’s office, where Chris covers why smaller software companies can move faster than larger ones, what customers actually want versus what they say they need, and practical ways to measure what matters in marketing. Here’s what you’ll learn in this episode: Why smaller companies have distinct advantages over $100M+ companies today The critical importance of making customers successful with your product (not just selling it) How AI is acceler...
Feb 25, 2025•52 min
When Chris Walker looked at his bank account in 2019, he had $3,000 and student loan debt. In this week’s GTM Live episode, he shares an overview of the choices that led to building successful multi-million dollar companies over the next 6 years, and the personal cost of those decisions. He then spends the majority of the episode examining why B2B companies struggle to measure marketing results effectively, and details the surprising pattern he has seen while helping over 50 companies solve this...
Feb 18, 2025•52 min
In this episode, Chris joins FP&A Tomorrow host Paul Barnhurst (a.k.a. The FP&A Guy ) to talk about the intersection of finance and GTM. Chris shares his perspective on why most B2B companies get GTM investments wrong, the inefficiencies in traditional marketing measurement, and how CFO's and finance teams can play an incredibly strategic role in driving revenue efficiency. Key topics from this episode: The disconnect between finance and GTM teams—and how to fix it Why most companies mis...
Feb 11, 2025•1 hr 5 min
How can CEOs, CMOs, and revenue leaders truly create a high-performance GTM engine? This episode is a live event that Chris Walker did with Sangram Vajre (co-founder & CEO at GTM Partners) where they answer exactly that. Key topics from this episode: Who should really own GTM? Moving beyond “marketing vs. sales” The 4 pillars of pipeline creation Why marketing needs more of a business mindset The importance of retention vs. acquisition How to fix broken revenue metrics Why “slow is fast” in ...
Feb 07, 2025•1 hr 2 min
Why do so many companies struggle to generate pipeline efficiently? In this episode, Chris shares exactly why (and new and more effective GTM strategies). Whether you're a CMO, CRO, CEO, or CFO, this episode will challenge your thinking and help you build a smarter GTM strategy with marketing investments that are actually delivering returns. Key topics from this episode: The Fundamental Flaws in Pipeline Creation The 3 Phases of Pipeline Creation Why "Marketing vs. SDRs" is a Broken Debate How t...
Feb 04, 2025•46 min
Chris joined Brad Zomick’s show (LinkedIn Famous), where he shared insights on personal growth as a founder, his learnings from executing on LinkedIn for 5 years, and the new playbook founders can use to build and grow their companies. Key topics from this episode: The right way to approach LinkedIn (hint: vanity metrics don’t matter) Personal growth and intuition as a founder Learnings and mistakes from scaling Refine Labs & Passetto Live events as a compounding asset Why founders should re...
Jan 28, 2025•49 min
This is the first GTM Live episode of 2025, and Chris shares his most recent GTM strategies to help you win. These lessons are especially crucial for companies who want to scale past $10 million ARR. Key topics from this episode: The 3 Pillars of GTM Success : GTM Strategy, GTM Optimization, and GTM Operations. Cost of Growth : Reframing GTM efficiency as "cost of growth" to measure true ROI and organizational health. AI and Copycat Products : How AI is accelerating product cloning and forcing c...
Jan 21, 2025•51 min
This is a must-listen episode where Chris Walker joined Dave Gerhardt (Founder & CEO of Exit Five) on the B2B Marketing with Dave Gerhardt podcast. Key topics from this episode: Why being “early” in seeing how marketing is changing is often misunderstood as being wrong How to manage negativity on social media while staying focused on your goals Using podcasts, live events, and social media to gather actionable customer insights in real time Breaking down marketing into Strategy vs. Pipeline ...
Jan 14, 2025•48 min
In this episode, Chris Walker talks with hosts Mikkel Kiærulf Plæhn and Toni Hohlbein about the GTM challenges B2B companies face. He shares common mistakes companies are making, how to better use data for decision-making, and predictions for what the future of GTM looks like. Key topics from this episode: Why unit economics at the top of the funnel are the root of most GTM inefficiencies The CEO’s pivotal role in aligning the entire GTM function Why current data structures fail executives and h...
Jan 07, 2025•41 min
In this episode, Chris Walker joins a live event by Finn Thormeier to share his current approach to content, and what it takes to create a B2B content strategy in 2025 that actually works. Topics covered in this episode: Chris’s current content approach and strategy while building Passetto The problem with sharing your IP too freely in your content Lead gen vs. audience building Invite-only events as a secret weapon When to focus on niche vs. broad content How to develop your content POV’s The m...
Dec 31, 2024•53 min
In this episode, Chris Walker shares how GTM teams can achieve better results. He breaks down the steps revenue and marketing leaders can take to understand their spending, measure their impact, and drive more effective outcomes. Key topics include: Transitioning from growth-at-all-costs to efficiency-first strategies The critical role of financial data in optimizing GTM investments How to build a closed-loop feedback system for greater pipeline efficiency The problem with blanket cost-cutting a...
Dec 24, 2024•44 min
In this episode, Chris Walker shares why many companies have GTM efforts that fail to deliver the expected results, which can often result in missing out on hundreds of millions of dollars of shareholder value. He breaks down the root causes—disconnected teams, poor data, and misaligned goals—and provides actionable steps to address them. Key topics include: Why the CEO—not the CFO—should be responsible for fixing GTM efficiency. The inefficiency of traditional KPI systems and how they hinder st...
Dec 16, 2024•50 min
In this episode, Chris Walker talks with host Nick Flamini about practical ways to improve go-to-market strategies, strengthen the connection between finance and marketing, and make small teams more effective with AI. Key topics include: Why CFOs should lead the go-to-market planning model that drives how marketing operates. The inefficiencies in traditional SDR roles and how to rethink sales processes with AI and full-cycle AEs. Why companies must adopt a portfolio approach to marketing investm...
Dec 10, 2024•49 min
In today's episode, Chris shares how AI will completely redefine GTM strategies over the next 18 months, including its impact on RevOps, marketing efficiency, and SaaS companies overall. Key topics include: How AI is transforming low-level marketing, design, and ops roles. The shift towards smaller, AI-enabled teams with higher efficiency. Why "free advice" from platforms like LinkedIn can be costly for businesses. The future of intellectual property and thought leadership in a world driven by A...
Dec 06, 2024•54 min
Today’s episode is possibly the most unique episode ever published on Revenue Vitals. It's the audio from a private coffee meeting I had with an entrepreneur who is looking to start an agency. Note - You will only be able to hear my audio, but I think you’ll get a lot of value from it. I shared my recent learnings around topics like: Lessons learned from building multiple businesses Getting to $20k / month as a solo-consultant vs. scaling an agency How to optimize pricing Differences in business...
Nov 26, 2024•47 min
In today’s episode, I’m sharing my interview on The Long Game podcast where we covered a variety of great topics like: Being Misunderstood on LinkedIn Attribution is a Tool (Not the Answer) Reimagining the Role of the CMO Demand Creation vs. Brand Awareness Bootstrapping vs. Venture Capital Why SaaS + Services is a Great Model LinkedIn's B2B Potential And more…...
Nov 19, 2024•46 min
Welcome to Revenue Vitals, a weekly show where Chris Walker challenges the traditional status quo of B2B go-to-market strategies, covering areas like Digital Demand, RevOps, Sales Development, and GTM Strategy. In this episode (GTM Live #38), Chris talks about: Why attribution models are more of the problem than the solution The limitations of traditional KPI systems in marketing and sales Breaking away from the inbound vs. outbound debate How a factory-like GTM structure can streamline pipeline...
Nov 12, 2024•50 min
Chris Walker joins Erik Jacobson (CEO at Hatch.fm) to talk through Chris's recent update to his strategic narrative, POVs, and messaging at Passetto, which has resulted in generating more pipeline and revenue in the month of October alone than all of 2024 combined up to that point. Listen to this episode to hear Chris’s framework on how to turn what you say (your message) into 10x growth.
Nov 07, 2024•49 min
