Inside the GTM Black Hole: Why Marketing Can't Prove Impact

GTM Live

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 why so many GTM decisions are disconnected from cost and impact, while Carolyn shares why she believes most attribution reporting is a smokescreen.

This episode makes the case for a new standard: tracking what prospects are engaging with before they hit a lead score or sales touches them, and tying that behavior to outcomes. If your prospecting motion isn’t part of your GTM analysis, you’re missing the whole story.

Key topics in this episode:

• Why signal tracking before sales engagement is essential
• The cost of ignoring the prospecting stage in your GTM model
• What deal source and lead attribution don’t tell you
• How to connect early engagement to ROI and pipeline movement
• The questions every GTM team should ask about efficiency
• Why companies are misreporting success to the board