Q&A: Your Biggest GTM Questions Answered (Attribution, Executive Buy-In, Change Management & More)

Hey, everyone. I'm joined by Amber this week, and we are going to do a little bit more of an informal listener q and a. We've got a lot of really good questions recently from our listeners, why first touch and last touch keeps coming back up, how to defend better measurement models when people just want, you know, or defer back to the familiar stuff, how to track what actually influences pipeline beyond that last conversion point, literally all of the stuff that we love nerding out about. So we're just gonna talk through it like we always do, share some real examples, and then hopefully give you all something that you can take away and learn from. So let's jump in and see what questions you sent us. You're listening to GTM Live, a podcast by Paseo. What's been going on in your world this week, Amber? In my world, so much fun stuff working with customers, and I've been working with more CROs as of q four, which I always love. I feel like CROs helped shape my career, and I my best roles in house were always when I reported directly to a CRO. So just feels like a really sweet spot, comfortable place to be, and it's been really fun. We kicked off some major sort of rearchitects for some of our customers this month. So that's exciting. It's always great to be able to say, hey. Going into the new year, we're starting this, which is a great scenario. You don't always have it. Sometimes you kind of start in the middle of the year or what have you, but that's super fun. And so there's been a ton of great energy around that as you can imagine when we do the kickoffs and the trainings, enablement, stuff like that for the go to market team. So I live for that. As an extrovert, I love it. So what about you? That's cool. I love that energy. I've been feeling just a lot of gratitude for all of the super cool people that we get to work with. So two things. Sometimes I feel like entrepreneurship and not being, like, an employee at a company can just feel, like, super lonely sometimes. Like, even though your calendar is filled with meetings throughout the week, even though when you put, like, content out and people are engaging with it, at the end of the day, it still feels like this, like, really lonely journey. You know what I mean? And I had a conversation with a VP of rev ops this week who reached out and, you know, just had some questions for us. And she was like, listen, I'm gonna show you something. I shared one of your podcast episodes with our CMO, and then the CMO shared it around to, like, the entire marketing organization and was like, oh, it's as if these, you know, like, Amber and Carolyn are like a fly …