# What a SaaS CMO and VP of RevOps Found Hiding in Their Own Data Page: https://stenobird.com/podcast/gtm-live-284372/what-a-saas-cmo-and-vp-of-revops-found-hiding-in-their-own-data Text version: https://stenobird.com/podcast/gtm-live-284372/what-a-saas-cmo-and-vp-of-revops-found-hiding-in-their-own-data.md Podcast: [GTM Live](https://stenobird.com/podcast/gtm-live-284372) Published: 2026-04-09T01:11:51+00:00 Episode link: https://podcasters.spotify.com/pod/show/b2bgtmlive/episodes/What-a-SaaS-CMO-and-VP-of-RevOps-Found-Hiding-in-Their-Own-Data-e3hkgu2 Audio file: https://anchor.fm/s/1caa9814/podcast/play/118161794/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2026-3-9%2Fb153c64c-6d4c-210e-62cb-8bc162f71359.mp3 Processing state: not_requested JSON: https://stenobird.com/v1/public/podcasts/gtm-live-284372/episodes/what-a-saas-cmo-and-vp-of-revops-found-hiding-in-their-own-data Duration seconds: 3125 ## Resource πŸ—“οΈ REGISTER for our April 22 webinar β€œThe 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 motion getting more efficient: 3X pipeline growth with win rates hitting 52% in their core industry Why gaps in how activity was being tracked made it nearly impossible to see marketing's influence on active deals This episode shows how a team that was already winning used a clear diagnostic to get ahead of the measurement gaps before growth slowed down, and left with a roadmap to build the foundation their next stage of growth will actually require. ----------------------------------------------------- πŸ”— RESOURCES: πŸ“Š 2-Week Marketing KPI Sprint: Passetto's flagship engagement. We connect your MAP an… ## Actions - request_transcript: `POST https://stenobird.com/v1/public/podcasts/gtm-live-284372/episodes/what-a-saas-cmo-and-vp-of-revops-found-hiding-in-their-own-data/transcription-requests` β€” Idempotently request low-priority transcript generation for this episode. - read_markdown: `GET https://stenobird.com/podcast/gtm-live-284372/what-a-saas-cmo-and-vp-of-revops-found-hiding-in-their-own-data.md` β€” Read the agent-friendly Markdown representation of this episode resource. A page view does not enqueue transcription. Agents should invoke `request_transcript` explicitly when they need this episode processed. ## Transcript Full transcripts are not published on public pages unless there is a clear rights basis.