Most companies are trying to optimise parts of a revenue engine they never actually built.

They measure marketing on MQLs
Sales on closed deals
CS on retention

Each department sliced apart, judged in isolation.

And they wonder why growth stalls.

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As Adem Manderovic put it:

🔵 Business Development stopped validating the market back to Marketing.
🔵 Marketing lost the frontline feedback it needs to strike with precision.
🔵 Sales was left guessing who’s ready and who isn’t.

Without those feedback loops, the entire revenue system fragmented.

Disconnected metrics replaced connected action.
Effort increased. Efficiency and effectiveness collapsed.

As Carolyn Dilks says...

💡 If you looked at your GTM like a factory -
you wouldn't just measure team outputs.
You’d measure how efficiently you move buyers through:

+ Awareness
+ Engagement
+ Opportunity generation
+ Commercial conversion

And you’d rebuild the connective actions that make that process work - across BD, Marketing, Sales, and CS.

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That’s exactly what we’re doing inside CRO School - and why leaders like Carolyn Dilks and the team at Passetto are helping reshape how revenue is designed and measured for the next decade.

This isn’t a shiny new idea.
It’s a return to building systems that actually deserve to be optimised.

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🎥 Watch, listen or READ the full episode on The B2B Playbook

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