The Pipeline Black Box: Why Your GTM Factory Stalls (and How to Fix It) with Carolyn Dilks

Episode notes

#31 – Your pipeline is down. Your team is hitting MQL targets. Your attribution tool isn't giving you answers. And marketing and sales are pointing fingers at each other. The problem isn't your team — it's that you're measuring the wrong thing. Carolyn Dilks is a 4x marketing leader turned Co-Founder and CEO of Passetto, a company built to expose what she calls the pipeline black box — the poorly tracked period before an opportunity is ever created. It's where the most critical, most ignored data in your entire GTM system lives. She's also the co-host of the GTM Live podcast. In this episode, Carolyn breaks down why most B2B revenue teams are flying blind before pipeline gets created, why attribution alone can't fix it, and what it actually looks like to run your go-to-market like a factory — with real visibility into what's working, what's wasting resources, and what to engineer for predictable, repeatable growth.