GTM Live

How to Make Marketing Influence Defensible to Your CFO

May 12, 2026

📹 NEW on YouTube: MQLs are Dead. Here’s What B2B Marketers Should Track InsteadYou can't be a great marketer if your best work doesn't show up in your data.If you're a marketing leader, you've spent years being measured by "Marketing Sourced" pipeline and revenue. And you've spent just as long watching your other work — your influence, your perception-shaping, your role inside active deals — get written off as fluffy or unmeasurable. A marketing function that can...

Your Marketing QBR Deck Is Being Run by a 120-Year-Old Model

May 05, 2026

Every B2B marketer knows the funnel concept is broken. Yet that same model your team is being measured on right now was invented in 1898, and it's surviving because nobody at the top has been given permission to use anything else.Carolyn and Amber react to a recent article in Adweek from Professor Mark Ritson, where he calls the funnel the "cockroach of marketing concepts", a 128-year-old model that has outlived every attempt to replace it. They break down why every critique fai...

Identifying Your Marketing Levers When the CRM Data Isn’t Perfect (data trust, finding leverage fast, AI analytics hallucinations)

April 27, 2026

📹 NEW on YouTube: 5 Quick Ways to Fix Your B2B Marketing Tracking In this episode, Carolyn and Amber get into the data paralysis that's stalling most GTM teams right now, and why waiting for perfect data is just a slower way of doing nothing. They walk through a real client case study on fast-closing pipeline, what it revealed about where marketing actually has leverage, and why that answer looked completely different market by market.Topics covered:Why "decision-grade" data bea...