What a SaaS CMO and VP of RevOps Found Hiding in Their Own Data

·52 min·5 clips

A new VP of RevOps, only two weeks into her job, brought in consultants after spotting alarming data gaps in her company's systems.

The episode begins with hosts Carolyn Dilks and Trevor Gibson discussing seasonal updates before introducing a case study from a recent two-week sprint with a SaaS client. The client's new VP of RevOps, only weeks into her role, identified data issues and brought in Passetto for analysis, involving the CMO to align marketing and sales. The company used HubSpot, Salesforce, Gong, and EnableX, but teams tracked metrics in silos without connecting marketing to revenue. In the sprint, Passetto applied its own methodology to analyze pipeline creation, win rates, and marketing impact. The first finding showed 31% of revenue had no traceable source, growing quarter-over-quarter to become the largest revenue category by Q4 2025. This was linked to manual sales activity tracking and data gaps. The second finding revealed win rates dropped from over 70% to lower levels due to inconsistent opportunity creation processes and ramping new sales reps too quickly. The third finding highlighted that inbound hand-raisers, such as demo form submissions, resulted in a 3x pipeline increase over the year with win rates up to 52% in their core industry. The fourth finding uncovered that paid search was the first touch for 76% of pipeline opportunities, but many high-volume campaigns showed no connection to revenue due to attribution and data syncing issues. The fifth finding showed only 6% of active deals had trackable marketing touchpoints, as marketing assets were housed in EnableX, siloed from CRM data. The sprint concluded with a roadmap for maturing marketing measurement incrementally, emphasizing the CMO's strategic focus on preparing for future market consolidation. The hosts reflect on the value of data-driven insights for aligned teams and forward-thinking leadership.

As heard by us

A 31% revenue attribution gap turns a marketing dashboard into a broader operating question.

Marketing's revenue story starts to wobble when pipeline data cannot show where the money came from. This episode tracks a 14-day sprint with a company whose 2025 records left 31% of total revenue without a traceable source, a bucket that had become its largest revenue category…

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Why you'd press play

You will hear a 14-day sprint uncover a 2025 revenue bucket where 31% had no traceable source.

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