Are you struggling to measure the true impact of your marketing metrics and drive real B2B growth? If your team is still over-indexing on old-school KPIs like MQLs, you could be dealing with what our guest calls the pipeline black box. In this episode, four-time Head of Marketing, Carolyn Dilks, is here to show you a simple win you can implement today to stop wasting resources and start qualifying high-quality pipeline.

Carolyn explains why the traditional demand waterfall model is archaic and introduces the critical "gray area" of the pipeline black box—the millions of untracked activities between a lead and an opportunity. You'll learn how to unify your pipeline and ditch vanity metrics for the ones that matter.

Discover how to solve this common problem:

• Marketing Metrics: Why MQLs are a terrible standalone metric and what to track instead.

• Pipeline Black Box: How to uncover the "trigger" that leads to actual opportunity creation.

• B2B Growth: The fastest way to boost your meeting-to-pipeline conversion rates.

• Process Fixes: How fixing a few underperforming activities can deliver huge results.

Our guest, Carolyn Dilks, is the founder of Passetto and comes with a wealth of knowledge on tracking and fixing broken go-to-market engines, having helped companies achieve a 157% win rate improvement.

Make sure to go visit Carolyn Dilks at passetto.com.

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