Why is go-to-market still broken in B2B?

Because nobody owns the commercial outcome.

In this pivotal episode of The B2B Playbook, we sit down with Carolyn Dilks (co-founder of Passetto) and Adem Manderovic (co-founder of CRO School) to unpack why sales, marketing, and customer success continue to operate in silos—and what needs to change.

This isn’t another “alignment” chat.

It’s a practical blueprint for rebuilding GTM around commercial oversight, financial accountability, and real market validation—not just KPIs that make the dashboard look good.

We cover:

+ How Predictable Revenue broke GTM—and what comes next

+ Why “meetings booked” is a destructive metric

+ The missing role of commercial acumen in sales and marketing

+ What Passetto does to bridge GTM and finance

+ How CRO School is restoring financial ownership across revenue teams

+ And why this isn’t a fix at the department level—it’s a top-down restructure

If your GTM strategy feels reactive, misaligned, or just plain inefficient—this conversation is your roadmap to a commercially viable, scalable system.

https://theb2bplaybook.com/cro-school

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🔗 Links + CTAs

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💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency

🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school

🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course

Check out Passetto: https://www.passetto.com/

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🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses

📺 YouTube: https://www.youtube.com/@theb2bplaybook

📩 Newsletter: https://theb2bplaybook.com/newsletter/

📚 Latest content: https://theb2bplaybook.com/

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00:00:56 – Why GTM Teams Are Still Broken in 2025

00:04:00 – The Fallout from Predictable Revenue: Modeling Gone Wrong

00:08:07 – The Finance-GTM Gap Nobody Talks About

00:12:10 – Why MQLs & Siloed Metrics Kill Growth

00:16:10 – Why Weekly Syncs Don’t Fix Misalignment

00:20:10 – The Meetings Metric Is Breaking Your Funnel

00:24:20 – Churn Isn’t a CS Problem—It’s a GTM Problem

00:28:20 – What a Real CRO Should Own (and Why Most Don’t)

00:32:25 – What Passetto Does to Fix GTM Blind Spots

00:36:30 – Closed Circuit Selling: A GTM Framework That Works

00:40:30 – Why BDRs Are Operating in a Black Hole

00:44:35 – Final Thoughts & Where to Learn More

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👥 Are you a B2B marketer in a small team??

💰 Need to bring in more revenue for your company (so sales and your boss love you??)

Get the:

🔹 strategy

🔹 templates

🔹 tools

So you have everything you need to drive more revenue for your brand.

See why other B2B marketers like you love The B2B Incubator

Check out: https://theb2bplaybook.com/demand-gen...

S07 E180 - The B2B Playbook

#B2BMarketing #RevenueArchitecture #GoToMarketStrategy #DemandGeneration #MarketingStrategy

How to Land 6-Figure Deals with LinkedIn Thought Leadership Ads

Want to get clients on LinkedIn using ads that actually build trust and drive pipeline? This is the playbook.

We’re walking you through the exact LinkedIn ads strategy we use to land six-figure deals for ourselves and our clients—without spamming inboxes or relying on outdated lead gen tactics.

This is our B2B demand generation system—powered by LinkedIn Thought Leadership Ads—that’s working across SaaS, consulting, and service businesses. If you're in a small marketing team and tired of wasting budget on low-quality leads, this episode will change how you market forever.

You’ll learn how to:

+ Map your LinkedIn content to the five stages of awareness

+ Use thought leadership marketing to build trust at scale

+ Combine paid media and outbound to unlock high-intent conversations

Watch this if you:

+ Want a scalable way to generate demand on LinkedIn

+ Need a better B2B LinkedIn ad strategy that drives revenue

+ Are trying to get in front of ideal customers with zero brand awareness

We show you how to tie content, ads, and outbound together to consistently book meetings and grow pipeline. It’s the same framework behind our $10K/month retainers—and it works for any B2B brand.

This episode is a must-watch for B2B marketers who want to use LinkedIn to win high-value deals—and build a marketing engine that scales.

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🔗 Links + CTAs

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💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency

🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course

🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school

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🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses

SUBSCRIBE to our channel: / @theb2bplaybook

SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/

GET the latest CONTENT: https://theb2bplaybook.com/

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02:20 What Are LinkedIn Thought Leadership Ads?

03:40 Proof It Works: Real $10K/Month Deal From These Ads

05:00 Why Most Thought Leadership Ad Campaigns Fail

07:00 Boosting Posts ≠ Strategy: The Common Mistake

09:00 The 3-Month Trust-Building Window (Case Study Insight)

11:00 You Need This Before You Run Any LinkedIn Ads

12:40 Our Full Demand Gen Framework Behind These Ads

14:20 Mapping Ads To The 5 Stages of Awareness

16:00 Unaware to Most Aware: The Buyer Journey Blueprint

18:00 How to Create a Thought Leadership Content Matrix

20:00 Cold vs Warm Audiences: What Content to Serve

21:40 How We Target & Build Audiences That Convert

23:00 Ideal Ad Frequency: What LinkedIn Won’t Tell You

24:40 Our Secret Ad Sequencing Hack That Lowers Costs

27:00 Real Client Wins: Social Proof You Can Copy

29:00 When To Combine Ads With Sales for Bigger Wins

30:40 The KPIs That Actually Matter (And What to Ignore)

34:00 Final Thoughts & Where To Learn More

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👥 Are you a B2B marketer in a small team??

💰 Need to bring in more revenue for your company (so sales and your boss love you??)

Get the:

🔹 strategy

🔹 templates

🔹 tools

So you have everything you need to drive more revenue for your brand.

See why other B2B marketers like you love The...

Sales Methodologies Are Killing Your Revenue Team

Most sales teams swear by Gap, Challenger, or Spin.

But these sales methodologies were never designed to align your go-to-market team.

In this episode, we sit down with Adem Manderovic — co-founder of Chief Revenue School and creator of Closed Circuit Selling — to break down why these systems are failing modern revenue teams.

We explore the commercial damage caused by Predictable Revenue, why CROs from sales backgrounds often lack the full commercial picture, and how Closed Circuit Selling provides a revenue alignment system that scales.

Tune in and learn:

+ Why Predictable Revenue broke marketing, sales, and CS alignment

+ How to engage 100% of your market — not just the 5% in-market

+ The new commercial architecture for efficient GTM teams

This episode is a must-watch for founders, marketers, and sales leaders who are sick of operating in silos and want a proven system to unify the go-to-market function.

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🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses

SUBSCRIBE to our channel: / @theb2bplaybook

SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/

GET the latest CONTENT: https://theb2bplaybook.com/

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00:00 Predictable Revenue Broke B2B Alignment

02:00 Why Sales Methodologies Are Failing GTM Teams

04:00 The Commercial Damage of Old Sales Models

06:00 Sales & Marketing Misalignment: A Systemic Issue

08:00 Why Most CROs Don’t Understand True Revenue Oversight

10:00 What Actually Counts as a Sale?

12:00 How Commercial Career Progression Used to Work

14:00 Marketing Became a Lead Gen Machine

16:00 The 95/5 Rule: You’re Ignoring 95% of Buyers

18:00 A Better Way to Do Outbound (Roleplay)

20:00 Cataloging: A Buyer-Centric Sales Motion

22:00 Sales Enabling Real Marketing Again

24:00 How Predictable Revenue Changed the Metrics

26:00 Why CROs Have Never Seen Full GTM Alignment

28:00 Australia’s Advantage: Precision in Small Markets

30:00 Revenue Alignment Systems Are the Future

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👥 Are you a B2B marketer in a small team??

💰 Need to bring in more revenue for your company (so sales and your boss love you??)

Get the:

🔹 strategy

🔹 templates

🔹 tools

So you have everything you need to drive more revenue for your brand.

See why other B2B marketers like you love The B2B Incubator

Check out: https://theb2bplaybook.com/demand-gen-course

S07 E178 - The B2B Playbook

#b2bsales #predictablerevenue #demandgeneration #demandgen