The problem with marketing is that so many teams think their job ends when a lead becomes an opportunity. The highest-performing GTM teams know that's where the REAL work begins.
In this episode, Amber sits down with Aviv Canaani, CRO at Datarails, to unpack how the company transformed from a 90% outbound sales motion into a scalable revenue engine powered primarily by inbound demand. Rather than optimizing marketing and sales separately, Aviv shares why the entire funnel should be treated as one connected revenue system and how RevOps, automation, and marketing architecture make that possible.
In this episode:
- Why marketing and sales should operate as one revenue engine
- How Datarails shifted from 90% outbound to 90% inbound
- Why the best marketers take bigger creative risks
- How RevOps can automate the revenue engine, not just report on it
- Why attribution has limits, and what leaders should measure instead
- How AI is changing the future of GTM operations
If you're trying to create more pipeline, improve sales efficiency, or better align marketing and revenue teams, this episode will absolutely challenge how you think about building a modern GTM organization.
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🔗 MORE FROM AVIV & DATARAILS
Follow Aviv on LinkedIn: https://www.linkedin.com/in/avivcanaani/
Follow Datarails on TikTok: https://www.tiktok.com/@datarails
Finance OS by DataRails: https://lp.datarails.com/ai-for-fpa-financeos
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🚀 FREE MARKETING MEASUREMENT AUDIT
Every quarter, you're defending marketing with data that hides most of its impact. You can't fix what you can't measure, and you can't defend what you don’t have evidence for.
I built a Marketing KPI Audit that pinpoints exactly where you're blind across the buyer journey and recommends 3 priorities that will move the needle most.
I'm giving early access — email me at [email protected] and I'll run yours personally.
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Subscribe to Passetto’s YouTube channel: https://www.youtube.com/@PassettoGTM
📹 Why B2B Marketing Measurement is Broken: https://www.youtube.com/watch?v=Xv8MSmnAu3Y