In this episode of GTM by the Numbers, host Brandon Redlinger sits down with Bill Macaitis—the former CMO who propelled Salesforce, Zendesk, and Slack to breakout growth and now advises the next generation of SaaS disruptors through SaaS CMO Pro. Together they unpack what it really takes to build a capital-efficient, customer-obsessed GTM engine in 2025.

Bill explains why traditional last-touch attribution is broken, how to prove marketing impact with control-group experiments, and the mindset shifts every GTM leader needs in an AI-driven world. They also dive into aligning incentives across marketing, sales, and product, the underrated power of NPS, and why brand is the ultimate growth lever when budgets tighten. If you’re a GTM executive aiming to scale fast without burning cash, this conversation is a must-listen.

What you’ll learn in this episode

• The fatal flaws in common attribution models, and how AI-powered regression analysis fixes them
• How to design low-cost control groups (city, segment, or account) that finally silence board-room skepticism
• Why Bill tracks NPS and post-sale CSAT alongside pipeline targets
• A practical framework for unifying marketing, sales, and product around shared revenue metrics
• The comp-plan adjustments that stop channel infighting and start collective quota-crushing
• Where AI is taking attribution next—and how to future-proof your RevOps stack
• How to build a lovable B2B brand that fuels word-of-mouth and lowers CAC

Connect with Bill

• LinkedIn: linkedin.com/in/bmacaitis
• SaaS CMO Pro: saascmopro.com

Connect with Brandon

• LinkedIn: linkedin.com/in/brandonredlinger

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In this episode of GTM By the Numbers, host Brandon Redlinger sits down with Kyle Norton, CRO of Owner.com and host of the Revenue Leadership Podcast, to unpack what it truly takes to lead a high-performing, metrics-driven GTM org. Known for his obsession with operational rigor and data fluency, Kyle breaks down his Revenue Operating System. Kyle explains he builds dashboards, forecasts with precision, and trains frontline leaders to make data-backed decisions.

They also explore the CRO’s real job (hint: it’s not just hitting a number), how to prevent your team from gaming inputs, and why the best GTM leaders think like systems engineers and behavioral psychologists. If you’re a revenue leader who wants to scale with speed and sustainability, this episode is a must-listen.

What you’ll learn in this episode:

• Why most CROs misunderstand what VCs actually value
• How Kyle structures daily dashboards and BI tools for clarity, not chaos
• The behavioral psychology behind “breadcrumb selling”
• The metric he uses instead of activity volume to assess SDRs
• How to build data literacy into frontline managers
• The real ROI of investing in post-sale ops and onboarding
• Why great GTM leaders think in systems, not just quotas

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In this episode of the GTM By the Numbers podcast, part of the BenchmarkIt podcast family, host Brandon Redlinger speaks with Scott Stouffer, a five-time SaaS CEO, founder of ScaleMatters, and one of the foremost voices in data-driven GTM strategy. With over 30 years of experience (including leading a company through IPO and multiple exits), Scott is an unapologetic metrics nerd who’s on a mission to bring clarity and precision to GTM decisions.

Together, they unpack the myths of SaaS metrics, why most GTM teams are tracking the wrong KPIs, and how to rethink success through the lens of net present value and funnel balance.

What you’ll hear in this episode:

• Why LTV-to-CAC is outdated, and what to use instead
• The real meaning of “efficient growth” and how public markets get it wrong
• How customer NPV gives you a clearer picture of your GTM health
• The CFO’s surprising role as a key player in revenue alignment
• Why most RevOps orgs are misstructured, and what to do about it
• How to actually know if you’ve hit product-market fit
• The biggest GTM money pit you’re probably ignoring
• Why pipeline coverage is a misleading metric (and what to look at instead)
• How to run experiments that don’t just feel scientific but are
• Why modern GTM leaders must be part data analyst, part change manager

If you’ve ever questioned the metrics you’re being told to follow (or suspected there’s a smarter way to scale) this episode will challenge your assumptions and give you better tools to lead.

Data should drive growth. But only if you’re measuring the right things

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