{"podcast":{"title":"GTM Live","slug":"gtm-live-284372","podcast_index_feed_id":284372,"rss_url":"https://anchor.fm/s/1caa9814/podcast/rss","website_url":"https://www.passetto.com","image_url":"https://d3t3ozftmdmh3i.cloudfront.net/staging/podcast_uploaded_nologo/4709421/4709421-1744289312480-1c7d7c35e670f.jpg","author":"Passetto","episode_count":614,"summary":"GTM Live is a new evolution of Revenue Vitals by Chris Walker, now hosted by Carolyn Dilks & Trevor Gibson, Co-Founders of Passetto — a part tech, part advisory GTM agency for high-performing B2B SaaS companies. This weekly live show is built for CEOs, CFOs & Revenue Leaders who know the current way GTM is executed & measured is broken, and are ready for something better. We cut through the noise & ditch outdated playbooks. No fluff. No vanity metrics. Just honest, modern conversations about how to track & optimize GTM for what actually matters: unit economics, efficiency & long-term growth.","last_synced_at":"2026-07-14T02:20:29.068363+00:00","page_url":"https://stenobird.com/podcast/gtm-live-284372"},"episode":{"title":"“If Attribution Worked, Nobody Would Fight About It” – with Matthew Sciannella","slug":"if-attribution-worked-nobody-would-fight-about-it-with-matthew-sciannella","published_at":"2026-02-24T16:57:00+00:00","page_url":"https://stenobird.com/podcast/gtm-live-284372/if-attribution-worked-nobody-would-fight-about-it-with-matthew-sciannella","show_page_url":"https://stenobird.com/podcast/gtm-live-284372","url":"https://podcasters.spotify.com/pod/show/b2bgtmlive/episodes/If-Attribution-Worked--Nobody-Would-Fight-About-It--with-Matthew-Sciannella-e3fi16i","audio_url":"https://anchor.fm/s/1caa9814/podcast/play/115982994/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2026-1-24%2F65c4dcb6-c962-2b15-ce50-9d915ce6f70a.mp3","summary":"In this episode of GTM Live, Carolyn sits down with Matthew Sciannella, VP of Innovation at Refine Labs, for a candid conversation about the flaws of B2B marketing measurement and why so many teams keep fighting the same losing battles. They dig into why attribution has made a generation of marketing leaders worse at their jobs, what great demand generation actually requires (hint: it starts way upstream with product marketing), and why slapping AI onto a broken system just makes the noise louder. Episode highlights: Why attribution doesn't tell you what's actually driving pipeline and how to move toward incrementality testing instead The real reason win rates are so low at most companies (and why more pipeline isn't the answer) Why great product marketing is the single biggest common denominator across every high-performing demand program Matt has seen How AI is disrupting outbound and why scaling a broken motion with AI just makes it worse faster Why companies with messy data are the ones struggling most to make AI work for them The case for measuring brand spend against contribution margin instead of source or attribution Why fundamentals (e.g. in-person, intentional outreach, real buyer research) are making a comeback in the age of AI noise If your pipeline dashboards aren't giving you straight answers, this episode is a good gut check on where to look first. 🔗 RESOURCES: Spots are open for Passetto's April sprint cohort. It's a 2-week marketing and pipeline audit designed to give GTM teams real clarity before Q2 [Work With Us] Follow Carolyn on LinkedIn Follow Matt on LinkedIn Book a [FREE] 1:1 Revenue Visibility Assessment to find out why you can't answer the pipeline questions that matter most. Schedule Your Session — This episode is powered by Passetto . If you…","meta_description":"In this episode of GTM Live, Carolyn sits down with Matthew Sciannella, VP of Innovation at Refine Labs, for a candid conversation about the flaws of B2B…","key_points":[],"chapters":[],"topics":[],"duration_seconds":4118,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/gtm-live-284372/episodes/if-attribution-worked-nobody-would-fight-about-it-with-matthew-sciannella/transcription-requests","description":"Idempotently request low-priority transcript generation for this episode."},{"name":"read_markdown","method":"GET","url":"https://stenobird.com/podcast/gtm-live-284372/if-attribution-worked-nobody-would-fight-about-it-with-matthew-sciannella.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}