How AI Natives Are Using Claude Code to Rewrite GTM — with Jordan Crawford (Uncut in the Desert)

In this episode, recorded out in the New Mexico desert at ChiliPalooza, Jordan Crawford makes a blunt case to B2B SaaS: the methodologies you built your career on are about to age out, and the only way through is to get your hands on Claude Code.Jordan's spent his whole job lately doing one thing: teaching clients to work with AI. And what he's found cuts against almost everything sales and marketing teams currently do.What this episode covers:Why the constraint on building things isn't budget or headcount anymore, it's imaginationThe SDR question every revenue leader is asking today: we went all-in, we see the volume, and we don't know what's working...so now what?How Jordan rebuilds prospecting strategies from what customers actually did, not what a rep thinks they wantWhy being wrong fast and cheap beats being right slowly: "you can beat any grandmaster if you get two moves to their one"The truth about a sloppier world, and why polish is no longer the pointWhy the gap between people who are great at this and people who are bad at it comes down to how you think, not skillWhy the "graybeards" built on ten-year-old playbooks are going away, and what replaces themThe people who get in the tool will build things the graybeards can't imagine. The ones who don't will spend the next few years explaining a methodology nobody's buying.-----------------------------------------------------🔗 MORE FROM JORDAN⁠Follow Jordan Crawford on LinkedIn⁠⁠On the Edge by Blueprint⁠ (Jordan’s Substack)⁠Blueprint⁠ – AKA the OG GTM Engineer-----------------------------------------------------Marketing has evolved. Measurement hasn't. You're still running on a 20-year-old methodology that can't see most of the value you create.Passetto’s 14-day Sprint fixes that — showing you where you're creating real value, where you're wasting effort, and which levers will actually drive your next stage of growth.Your best work shouldn't die in data darkness.[Get your full pipeline & revenue breakdown in 2 weeks]

You can't be a great marketer if your nervous system is stuck in survival mode.If you're a marketing leader, you know the feeling. The 12AM Slack from the CEO. The “where's-the-pipeline?” question that never goes away. The low-grade anxiety running underneath every campaign, every board deck, every quarter. In this episode, Carolyn and Amber connect the inner game to the measurement problem. The anxiety marketers carry isn't a personal failing. It's the tax you pay for being judged by numbers that miss your real contribution: shaping how the market perceives you, long before anyone fills out a form.And here's what nobody in GTM is actually talking about: you cannot build the future you want while your body is locked in defending the present. Your brain chemistry doesn't know the difference between the meeting you're dreading and the one that's already over — it reacts the same way to both. And when you live in that state, you can't create. You can only react.What this episode covers:The breakthroughs from both Amber and Carolyn’s recent vacationsWhy so many B2B marketers are operating from low-grade panic, and why it’s costing them their best workHow belief and brain chemistry shape what you're able to create, and why you have to embody the outcome before it shows upWhy marketing's real job is shaping brand perception in-market, and why traditional KPIs can't see that workHow to use zero-party data — what customers tell you directly — to inform the customer journey instead of guessing from last-touch behaviorThree books that reshaped how Carolyn thinks about wealth, awareness, and building a future you can't yet see: Happy Pocket Full of Money, The Power of Awareness, and Dr. Joe Dispenza's Becoming SupernaturalIf you're a marketing leader tired of doing your best work from a place of panic, and tired of watching it disappear into numbers that can't measure it, this one's for you.-----------------------------------------------------Want answers now?🔎 The fastest way to understand how marketing is driving pipeline and revenue → All your data, connected, so you can see what’s working and what to do next.[Get your full pipeline & revenue breakdown in 2 weeks]-----------------------------------------------------Not ready for that yet?🎯 Understand why it’s been so hard to see what’s working → We’ll show you where your visibility breaks and why your current KPIs can’t answer these questions.[Apply for a 1-hour marketing KPI assessment]-----------------------------------------------------

📹 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 only point to sourced pipeline is telling leadership one thing: we're only good at the last mile: demand capture. But there's a proven way to turn marketing influence into a hard, defensible number — one that proves real business impact and real revenue results to your CFO and board.What this episode covers:The industry shift toward perception marketing and creating the conditions for buyers to choose you, and why traditional KPIs can't see itWhy the engagement and awareness stage is far longer than most marketing teams realizeHow to measure marketing's role inside active sales cycles, not just at the top of the funnelThe cohort analysis every marketing leader should be running: opportunities with marketing engagement vs. those without, and what win rate, sales cycle length, and deal size reveal about your real contributionHow TOFU work compounds into pipeline velocity across the full lifecycleHow to show up as a value creation partner to the rest of the business, not just a lead-gen functionIf you're a marketing leader tired of watching your best work disappear into someone else's pipeline number, this one's for you.-----------------------------------------------------Want answers now?🔎 The fastest way to understand how marketing is driving pipeline and revenue → All your data, connected, so you can see what’s working, your real business impact, and where to double down.[Get your full pipeline & revenue breakdown in 2 weeks]-----------------------------------------------------Not ready for that yet?🎯 Understand why it’s been so hard to see what’s working → We’ll show you why your current KPIs can’t answer these questions.[Apply for a 1-hour working session]-----------------------------------------------------This episode is powered by ⁠Passetto⁠. If your marketing dashboards aren't giving you straight answers, you're in good company. Most Marketing teams simply don't have the KPIs to understand how they are driving pipeline and revenue across the full buyer journey, and where budget is being wasted.Passetto changes that, giving marketing leaders the KPIs they need to act with confidence in today's B2B buying era.

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 fails to land, and why the real problem isn't the funnel. It's the classrooms teaching it, the boards demanding it, and the marketers who can't challenge it without risking their careers.Topics covered in this episode:Why a model from 1898 still anchors how B2B companies measure marketing in 2026The gap between what the funnel was designed to do (a market snapshot) and what it's used for (SQL-to-opp conversion, MQL targets)Why every "funnel is dead" critique fails to kill it, and who actually keeps it aliveThe Amazon "full funnel campaigns" moment, and what it says when even the best companies are still using the languageWhy a snapshot in time tells you nothing about where to move budget, why CAC is up, or what to do when pipeline missesIf you've tried to kill the funnel inside your own org and watched it survive every conversation, this is the episode. The cockroach isn't the funnel. It's the system that keeps demanding it.-----------------------------------------------------Want answers now?🔎 The fastest way to understand what’s actually driving pipeline and revenue → All your data, connected, so you can see what’s working and what to do next.[Get your full pipeline & revenue breakdown in 2 weeks]-----------------------------------------------------Not ready for that yet?🎯 Understand why it’s been so hard to see what’s working → We’ll show you where your visibility breaks and why your current model can’t answer these questions.[Apply for a 1-hour working session]-----------------------------------------------------🎥⁠ JOIN our Weekly Recordings on Wednesday at 1pm ET / 10am PT: [RSVP for GTM Live]-----------------------------------------------------This episode is powered by ⁠Passetto⁠. If your marketing dashboards aren't giving you straight answers, you're in good company. Most Marketing teams simply don't have the visibility to understand how they are driving pipeline and revenue and where budget is being wasted.Passetto changes that, giving marketing leaders the comprehensive data they need to act with confidence.

📹 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 beats perfect data every time, and what it actually means to have itWhy the instinct to run more campaigns when pipeline is down is often exactly the wrong moveHow to reverse-engineer your fastest-closing deals to find where marketing actually has leverageThe AI analytics problem nobody is talking about: hallucinations in your data, and why you need a serious validation process before you trust any outputHow a $60M sales-led company should think about finding their marketing levers when they're building the function from scratchIf your team keeps getting pulled into data rabbit holes instead of moving the needle, this is a must-listen. The best companies don't track everything. They pick something and go prove it works.-----------------------------------------------------Want answers now?🔎 The fastest way to understand what’s actually driving pipeline and revenue → All your data, connected, so you can see what’s working and what to do next.[Get your full pipeline & revenue breakdown in 2 weeks]-----------------------------------------------------Not ready for that yet?🎯 Understand why it’s been so hard to see what’s working → We’ll show you where your visibility breaks and why your current model can’t answer these questions.[Apply for a 1-hour working session]-----------------------------------------------------🎥⁠ JOIN our Weekly Recordings on Wednesday at 1pm ET / 10am PT: [RSVP for GTM Live]-----------------------------------------------------This episode is powered by ⁠Passetto⁠. If your marketing dashboards aren't giving you straight answers, you're in good company. Most Marketing teams simply don't have the visibility to understand how they are driving pipeline and revenue and where budget is being wasted.Passetto changes that, giving marketing leaders the comprehensive data they need to act with confidence.

🗓️⁠ ⁠REGISTER⁠ for our April 22 webinar “The Rise and Fall of the MQL” with guest Jon Miller (cofounder of Marketo)In this live community episode, Carolyn and Amber break down two of the most common RevOps setups that make it nearly impossible for marketing to understand its own performance, and why most teams don’t realize how bad the problem is until leadership starts asking questions nobody can answer.They get into:Why Stage Zero in your CRM is breaking win rate calculations and stripping out the data marketing actually needsHow a one-directional MAP/CRM sync means the people in your active pipeline are invisible to marketing, and why 85% of one customer’s pipeline had minimal trackable marketing touchpoints as a resultWhy the demand waterfall was never built for how buyers actually move, and what path dependency is costing teams that keep trying to optimize itWhat the QBR fire drill is really telling you about the state of your measurement infrastructureThe gap between what marketing is doing and what the data shows is almost always a systems problem, not a performance problem.-----------------------------------------------------🔗 RESOURCES:📊 2-Week Marketing KPI Sprint: Passetto's flagship engagement. We connect your MAP and CRM and show you exactly what's driving your pipeline and revenue, and where it's breaking down. ⁠[Book Your Sprint]⁠Revenue Visibility Diagnostic: A free 1:1 workshop for GTM leaders who want to know exactly where their data foundation is failing them. ⁠[Schedule Your Spot]⁠-----------------------------------------------------🎥⁠ JOIN our Weekly Recordings on Wednesday at 1pm ET / 10am PT [RSVP for GTM Live]-----------------------------------------------------This episode is powered by ⁠Passetto⁠. If your marketing dashboards aren't giving you straight answers, you're in good company. Most Marketing teams simply don't have the visibility to understand how they are driving pipeline and revenue and where budget is being wasted.Passetto changes that, giving marketing leaders the comprehensive data they need to act with confidence.

🗓️ REGISTER for our April 22 webinar “The 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 quarterPaid 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 significantWhy win rate dropped QoQ and what the data revealed about rep ramping and opportunity creation inconsistencyHow inbound hand raisers were the only motion getting more efficient: 3X pipeline growth with win rates hitting 52% in their core industryWhy gaps in how activity was being tracked made it nearly impossible to see marketing's influence on active dealsThis 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.-----------------------------------------------------🔗 RESOURCES:📊 2-Week Marketing KPI Sprint: Passetto's flagship engagement. We connect your MAP and CRM and show you exactly what's driving your pipeline and revenue, and where it's breaking down. [Book Your Sprint]Revenue Visibility Diagnostic: A free 1:1 workshop for GTM leaders who want to know exactly where their data foundation is failing them. [Schedule Your Spot]-----------------------------------------------------🎥 NEW on YouTube: Attribution for SaaS Marketing: What Actually Works (And What Doesn't) -----------------------------------------------------This episode is powered by ⁠Passetto⁠. If your marketing dashboards aren't giving you straight answers, you're in good company. Most Marketing teams simply don't have the visibility to understand how they are driving pipeline and revenue and where budget is being wasted.Passetto changes that, giving marketing leaders the comprehensive data they need to act with confidence.

Many marketing leaders struggle with being measured against revenue. That’s because the status quo measurement model doesn't capture everything they do, which means their true impact is almost always under-reported. This workshop is about how to fix that, and how to properly and comprehensively measure marketing's impact on pipeline and revenue, with data that let you walk into a boardroom with answers instead of anecdotes.What we cover:Why last-touch attribution under-reports your true impact every single time, and why a lot of leaders quietly prefer it that wayWhat's happening between lead creation and opportunity creation, and why nobody's tracking itThe GTM factory model: three stages, and the specific data that lives in each one that changes how you read performance entirelyWhy the demand waterfall is more than 20 years old and what it's actually costing you to keep operating inside itWhere most companies are flying blind in their GTM motion, and the specific data points that fix itHow to start building the metrics that let you go to your board with answers🔗 RESOURCES:Want all the metrics Carolyn covers applied to your own data? Passetto's 14-Day Marketing KPI Sprint connects your MAP and CRM to show you exactly what's driving, and hurting, your pipeline.🎥 The 9 GTM Metrics Every B2B SaaS Company Should Track—This episode is powered by Passetto. If your marketing dashboards aren't giving you straight answers, you're in good company. Most Marketing teams simply don't have the visibility to understand how they are driving pipeline and revenue and where budget is being wasted. Passetto changes that, giving marketing leaders the comprehensive data they need to act with confidence.

Jon Miller co-founded Marketo, the company that helped turn MQLs, lead scoring, and the demand waterfall into the operating system of B2B marketing. Now he's the one telling you to throw most of it out.When Jon did the same playbook at Demandbase that worked brilliantly at Marketo, it flopped. That failure changed how he thinks about almost everything.In this conversation, Carolyn sits down with Jon, co-founder of Marketo and Engagio (which merged with Demandbase), to dig into why the traditional B2B marketing playbook stopped working, what brand actually does for demand gen that most teams never account for, and what a modern measurement framework should look like in 2026. What we cover:Why the same playbook that worked at Marketo failed at DemandbaseWhy MQLs aren't inherently bad, but how they became a game most marketing teams were rigging without realizing itThe case against marketing-sourced vs. sales-sourced attribution (and why it breaks the teamwork you need to win)What a modern CMO dashboard should actually includeWhy the buying process is chaotic and nonlinear and why treating it like a simple funnel has always been the wrong modelHow AI is finally making true 1:1 personalization across millions of buyers possible The one question to ask your CFO socratically that will reframe the entire conversation about brand ROIThis episode is an absolute MUST listen for any marketing leader or revenue operator who knows something is broken but keeps hitting a wall trying to fix it.🔗 RESOURCES:🎥 ⁠⁠The GTM Factory Framework Explained⁠🎥 ⁠9 Metrics Every B2B SaaS GTM Team Needs to Track⁠Passetto's April sprint cohort is almost full. 2 weeks. A complete marketing and pipeline audit. Real GTM clarity before Q2 hits. ⁠[Work With Us]⁠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]⁠⁠⁠Follow Carolyn on LinkedIn⁠⁠⁠Follow Jon on LinkedIn⁠—This episode is powered by ⁠⁠Passetto⁠⁠. If your pipeline dashboards aren't giving you straight answers, you're in good company. Most GTM teams simply don't have the visibility to understand what's truly driving pipeline and revenue, what's slowing them down, or where to focus next.

This one's a little different. No guest, no agenda. Just Carolyn and Passetto co-founder Amber, recording live from Pompano Beach after four days at the Above the Fold conference in Fort Lauderdale, Florida. They unpacked everything they took away from the event: the conversations that stuck, the moments that shifted how they think about Passetto, and the stuff that made them want to flip a table.What we cover:Why showing up in person hits completely different and how four days in Florida generated more strategic clarity than months of Zoom callsThe AI use cases that actually impressed them (and why most AI content is a race to the bottom)What Gaetano DiNardi and Jess Cook taught them about content, programmatic SEO, and why volume without expertise is killing small companiesThe Mojo PMM demo that made them rethink product marketing enablement entirelyWhy attribution is still the default answer to "how do you measure marketing" and why that's a problemThe ex-Amazon CMO who said marketing doesn't need to do more, it needs to stop leaking revenue (and what that means in practice)The light bulb moment about what Passetto customers actually need help with (hint: it's not just the analytics)Their live appearance on the Notorious B2B show and some light beef that turned into a fun conversationRaw, unfiltered, and recorded before Carolyn had to catch her flight. 🔗 RESOURCES:🎥 Want to see how we approach GTM measurement? Watch our GTM Factory Framework on YouTube.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]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]Follow Carolyn on LinkedInFollow Amber on LinkedIn—This episode is powered by Passetto. If your pipeline dashboards aren't giving you straight answers, you're in good company. Most GTM teams simply don't have the visibility to understand what's truly driving pipeline and revenue, what's slowing them down, or where to focus next.