The Attribution Mirage & Why Chasing MQLs Keeps You Stuck

GTM Live

Most GTM teamstoday are missing targets because they're simply measuring the wrong things. In this episode, Carolyn and Amber unpack why attribution is a mirage (it only shows the lucky 2% that become opportunities) and why the MQL hamster wheel keeps smart teams stuck optimizing a tiny slice of reality. We dig into the pre-pipeline “factory floor,” show how to expose the messy middle, and explain why “more volume” isn’t a strategy—it’s a cash leak.

You’ll hear concrete ways to replace vanity conversion stats with a causal view of attempts → connects → meetings → opps → DQs (with reasons), what to do about pipeline shock when you tighten scoring, and why pipeline needs a single owner (hint: not “marketing-sourced”).

We also talk about modular change vs. big-bang transformations, and where attribution actually belongs (as seasoning, not the main ingredient), dig into where attribution actually belongs in GTM measurement (spoiler: it’s seasoning, not the protein), and explain why modular change beats waiting for a full-scale transformation.

What You’ll Learn:

• Attribution ≠ answers: It validates the 2-5% that convert and hides the waste in the 98%.

• Kill the MQL hamster wheel: Measure the journey, not just MQL→SQL%.

• Instrument the factory floor: Person-level steps that predict pipeline (and the drop-offs to fix).

• Volume lies: “Do more dials” is a 2012 play—engineer repeatable patterns instead.

• Pipeline shock is healthy: Fewer junk opps → higher win rate and better CAC.

• One owner for pipeline: Align Sales + Marketing on quality pipeline, not credit.

• When to use attribution: After you fix data hygiene and pre-pipeline tracking.

If your dashboards keep telling you to “get more leads” or “add more dials,” you’re staring at the pipeline mirage. Break free from the hamster wheel, shine a light on the messy middle, and finally see what’s really driving, or draining, your revenue.

This episode is powered by Passetto, a GTM advisory and software company with a solution that eliminates the Pipeline Black Box™, the critical data hidden inside every GTM engine where leaders are flying blind when it matters most.

🔗 LINKS & CTAs

• Follow Carolyn on LinkedIn
• Follow Amber on LinkedIn
• Start your 14-Day Pipeline Optimization Sprint to uncover where your pipeline is leaking and to surface the KPIs needed to start engineering predictable pipeline growth.