Chris joined Jake live in the Austin studio to record an episode of the Pusching Limits Podcast to discuss B2B marketing strategies. They cover his background, his relocation to Austin, and explore his take on go-to-market strategies, content creation, and how sales and marketing departments are changing. Chris underlines the necessity for businesses to adjust their strategies due to B2B buyers increasingly relying on peer recommendations instead of traditional marketing tactics. The episode focuses on the importance of understanding customer experiences and using organic content to attract and inform prospects. Chris suggests using analytics, ensuring market fit, and being financially sensible, promoting a data-informed, user-friendly, and customer-focused approach to expand businesses and redesign sales roles. If you want to have a conversation with Chris and present your current questions, roadblocks, or projects you’re working through, make sure to attend this weekly event every Tuesday at 12 central. Register here. Can’t make the event but have a question for Chris? Submit it here. The next Expert Session, featuring Crissy and Charlie Saunders of CS2 Marketing, will be Wednesday April 24 at 12pm central. Register here. Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm

In this week’s event, Chris tackles the evolving financial dynamics within B2B SaaS and tech companies. He delves into the substantial shift in valuation metrics applied to these organizations and explores the consequent pressure this places on their go-to-market expenditures, particularly in sales and marketing. With a strong emphasis on becoming a business-savvy executive rather than remaining confined to departmental roles, Chris lays out a blueprint for rethinking investment strategies. Following a detailed exploration of financial metrics and how they've historically influenced investment behaviors, Chris steps through his thoughts on how companies need to reallocate their budgets with a greater understanding of net new ARR versus total revenue. This episode sheds light on the urgent need to redefine the way financial decisions are made from a C-level perspective, steering away from traditional sales and marketing investments towards a more fiscally responsible approach. The Impact of Valuation Multiples: Chris examines how the compression of valuation multiples triggers reevaluation of sales and marketing investments in SaaS businesses. Investing Wisely: An emphasis on investing based on net new ARR for a reasonable CAC payback period, rather than a percentage of total revenue. Optimizing Go-to-Market Expenditures: The necessity of cutting out inefficient spending on sales and marketing to improve overall financial health. Be a Business Leader First: Chris’s call to marketers and sales leaders to prioritize business acumen over functional roles in driving their departments' success. Future Predictions: Insight into upcoming shifts, such as the increasing significance of founder and personal brands, and the challenges in content trust. If you want to have a conversation with Chris and present your current questions, roadblocks, or projects you’re working through, make sure to attend this weekly event every Tuesday at 12 central. Register here. Can’t make the event but have a question for Chris? Submit it here. The next Expert Session, featuring Crissy and Charlie Saunders of CS2 Marketing, will be Wednesday April 24 at 12pm central. Register here. Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm

Chris joined the GTM Mavericks podcast to dive into the evolving landscape of B2B go-to-market strategies, highlighting the significance of signal-based selling and analytics. As a keen observer and influencer of market trends, Chris shares his experiences and introduces Passetto, a company combining technology and services to help businesses interpret data confidently. The conversation uncovers the challenges companies face in discerning valuable signals amidst an overflow of data that often leads to ineffective investment allocation and sales team overwhelm. Chris orchestrates a deep dive into the distinctions between signal providers and signal analytics, underscoring the essence of identifying the signals that truly drive revenue and sales productivity. Chris and host Kevin navigate the nuances of defining effective signals and the importance of correlating the right signals with high-intent actions to optimize sales team performance. As companies grapple with an inundation of data and technology offerings, Chris provides a roadmap for trimming the fat in go-to-market initiatives and reallocating resources to what truly matters. If you want to have a conversation with Chris and present your current questions, roadblocks, or projects you’re working through, make sure to attend this weekly event every Tuesday at 12 central. Register here. Can’t make the event but have a question for Chris? Submit it here. The next Expert Session, featuring Crissy and Charlie Saunders of CS2 Marketing, will be Wednesday April 24 at 12pm central. Register here. Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm

Chris delivered a keynote at this spring’s Qualified Pipeline summit. The event kicks off by diving into Chris's motivation for transitioning from the services industry to starting a software company offering GTM strategy as a service. The discussion offers a prime opportunity for businesses to comprehend the challenges and patterns that can dictate success in digital demand. Chris shares a candid reflection on the inefficiencies plaguing B2B companies, emphasizing a data-driven approach to revitalize go-to-market strategies. The conversation leads into the intricacies of GTM signal, stressing how reliable data serves as the backbone of successful decision-making and efficient company operations. Moreover, Chris challenges the current hype around AI in the B2B sector, advocating for a focus on fundamentals over flashy technology adoption. If you want to have a conversation with Chris and present your current questions, roadblocks, or projects you’re working through, make sure to attend this weekly event every Tuesday at 12 central. Register here. Can’t make the event but have a question for Chris? Submit it here. The next Expert Session, featuring Crissy and Charlie Saunders of CS2 Marketing, will be Wednesday April 24 at 12pm central. Register here. Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm

In this week’s event, Chris takes a detour from tactical topics and presents an in depth examination of his journey as an Entrepreneur. Inspired by the 5 year anniversary of starting Refine Labs, Chris reflects on the ups and downs he has experienced, what he would redo or change, and how his successes and struggles have influenced his future goals. If you want to have a conversation with Chris and present your current questions, roadblocks, or projects you’re working through, make sure to attend this weekly event every Tuesday at 12 central. Register here. Can’t make the event but have a question for Chris? Submit it here. The next Expert Session, featuring Crissy and Charlie Saunders of CS2 Marketing, will be Wednesday April 24 at 12pm central. Register here. Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm

Chris joined Jolie Shapiro on the first episode of Revenue Mind Podcast. Chris opens up about his journey as an entrepreneur, discussing the pressures of revenue leadership and the importance of a supportive company culture. They explore tough questions about balancing high performance with mental well-being and how empathy can redefine leadership and spur growth. The conversation covers practical strategies like setting boundaries, the role of technology in mental health, and learning from failure. This episode offers wisdom on fostering resilience in oneself and one's team. It's an essential listen for anyone in revenue leadership, providing valuable perspectives on integrating the professional and personal for holistic growth. Join Jolie and Chris for a conversation that underscores the importance of mental health in the demanding world of revenue. Takeaways -Mental health is as crucial as growth targets for revenue leaders.-Use technology positively to aid mental health initiatives for better business results.-View failure as a learning chance, essential for refining leadership tactics.-Own your happiness and growth for impactful revenue leadership. Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm

In this week’s event, Chris talks through marketing budget from a new perspective. Hearing marketing leaders continue to say they don’t have enough budget to hit goals isn’t the right approach. Chris insists that regardless of budget, you do have enough - you’re just not making it work hard. On the contrary, just dumping more money into your GTM strategy without proven ROI, is irresponsible. Chris explains that the irst thing to measure is leading/lagging indicators on ROI, and then digs into the metrics on how to make your budget work better for you all around. Then, he takes audience questions. If you want to have a conversation with Chris and present your current questions, roadblocks, or projects you’re working through, make sure to attend this weekly event every Tuesday at 12 centra. Register here. Can’t make the event but have a question for Chris? Submit it here. The next Expert Session, featuring Crissy and Charlie Saunders of CS2 Marketing, will be Wednesday April 24 at 12pm central. Register here. Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm

Chris was joined by Navattic’s Natalie Marcotullio to explore the nuanced strategies around leveraging influencers and advisors within marketing strategies. As a topical issue amidst the dynamic terrain of B2B marketing, particularly within LinkedIn circles, their conversation sheds light on the practical implementation and tangible benefits of such programs. The podcast delves into the conception and execution of Navattic’s Advisor Program. They discuss the critical balance between strategic advisement and influencer advocacy, stressing the importance of aligning such programs with a company's ICP. Natalie succinctly clarifies the program's structure that not only encompasses promotional endeavors but also heavily relies on strategies that guide the product's market trajectory. Further, they tackle the idea of compensation and the significant role that direct revenue sharing, alongside monthly payments, plays in cultivating a robust, engaged advisory board. Key insights are revealed into the essential elements of nurturing these advisor relationships. This includes maintaining a manageable number of advisors, gauging direct business referrals, appreciating the value of these advisors' strategic insights as much as their promotional influence, and the critical need for multifaceted measurement to capture true ROI. Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm

“Perfection is disguised as insecurity” Chris joined Tanner Green on the RevSpot podcast to share insights from his business experiences and highlight how he differentiates his personal brand from his company's brand, the changes in marketing roles, and lessons learned from successes and failures. Chris explains how Refine Labs is reshaping B2B marketing by treating it as a key driver for revenue, not just for generating leads. He talks about the importance of learning from small failures and compares the strategies for coping with stress and expectations in both sports and business. He also discusses the concept of signal-based selling and measurement and gives details on how Passetto is attempting to combine account suitability with actual buyer interest in the B2B market. They wrap up with a series of rapid fire questions. Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm

In this week’s event, Chris presents his new framework for using signals to enhance business operations. The discussion provides an in-depth view of how to coordinate sales efforts and marketing expenditures by employing data-driven signals to predict lucrative ROI prospects. Chris reveals an innovative approach to customer engagement through the identification of signals emitted by accounts, which are indicative of where sales energies should be concentrated to yield the highest returns. This dialogue questions the conventional methods of lead-based and account-based marketing and introduces a forward-thinking strategy that incorporates both intent and account suitability. This novel perspective is poised to significantly increase the effectiveness of sales teams and the efficacy of marketing allocations. Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm

Chris joined Sam Nicholson on the Untold Insights Podcast to chat about navigating the integration of sales and marketing strategies grounded on customer-driven data analysis. The discussion focuses on the complex aspects of market engagement navigated by businesses today. Chris provides an expert analysis of the innovative strategies that are leading to success in the field. Chris highlights the critical shift in B2B marketing that occurred in 2017 when corporate leaders began acknowledging the essential role of marketing in the expansion of their companies. He asserts that the most significant challenge currently facing B2B companies is the mastery of go-to-market data and analytics. By advocating for both efficiency and effectiveness, Chris elaborates on the method of differentiating between assumptions and legitimate insights by meticulous evaluation of existing data. His examination has unearthed substantial findings, including the identification of extensive financial waste in Google Ads and various other notable inefficiencies. Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm

Chris joined Timy Van Roy to discuss his career trajectory and the decisions that paved his path from engineering to entrepreneurship. Chris sheds light on the motivations and mindset behind his progression. The episode delves into Chris’ move to Austin, the cultural dynamics of the city, and how the change in environment has positively impacted his life and work. After outlining his journey from an engineer writing code in a lab to running and growing companies, Chris shares eye-opening perspectives on the roles within a business and the importance of aligning one’s skills with the tasks at hand. He candidly speaks about the emotional roller coaster of entrepreneurship, his key learning experiences, and what it means to truly embrace success. The conversation with Chris captures invaluable lessons on resilience in the face of business obstacles and the personal growth that comes from such experiences. He highlights the crucial act of aligning ambition with action and speaks to the power of experiencing - and learning from - business setbacks. Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm

In this week’s event, Chris hosts a dynamic conversation about the rapidly evolving concept of signal-based selling and its impact on the sales and marketing landscapes. The discussion uncovers the shifting paradigms in customer engagement, highlighting the importance of capturing and utilizing buyer signals to refine and optimize go-to-market strategies. As the episode unfolds, Chris Walker and other contributors offer a deep dive into the life cycle of category development, emphasizing the journey from defining a category to reaching its maturity in the market. This episode specifically marks the relevance of being in the early stages of signal-based selling, exploring its nuances and potential as an untapped dimension of sales data. By examining practical scenarios and underlining the contrast between traditional and innovative approaches, listeners are guided through understanding the criticality of intent alongside account fit. Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm

Chris joined Kelsey Voss to talk about B2B event marketing with insights on its evolution post-pandemic. The conversation blends expert opinion and research to dissect the effectiveness of in-person events, the undeniable rise of digital alternatives, and the best practices for measuring go-to-market strategies. Chris challenges the traditional B2B marketing playbook, pointing out the emotional versus rational decision-making that often drives substantial investments in trade show booths. He emphasizes the importance of scrutinizing marketing strategies with data-driven insights to identify true ROI. Additionally, he discusses the transformative power of direct relationships with customers, bypassing third-party mediums to increase margin and scale. Throughout the dialogue, a key refrain surfaces: the need for foundational consumer insights to inform compelling content that genuinely resonates with B2B customers. Chris passionately argues for a shift towards standardized go-to-market reporting and the significant potential of recurring, high-value digital events to eclipse expensive physical trade show presences. Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm

Chris joined Julian Walls on an episode of Pulse, to zero in on the transformation of B2B buying behavior and what this means for businesses trying to stay ahead. The discussion illuminates how businesses can adapt and thrive amidst these transformations. Chris shares his extensive experience and knowledge, unpacking how companies can effectively reach their target audiences using modern go-to-market strategies. Over the course of the episode, Chris emphasizes the shift in B2B buying patterns in recent years and introduces the concept of 'dark social' - channels where B2B customers gather information that doesn't generate traditional intent data or trackable metrics. He provides valuable insights into how buyers now favor these platforms for their trustworthy content over traditional sales approaches. Chris also differentiates between buyer enablement and self-service in B2B, arguing that companies need robust strategies to provide buyers with the necessary information to make independent purchasing decisions. Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm

In this week’s event, Chris and Sidney dive into the advancing horizon of B2B go-to-market strategies, highlighting the shift towards a more integrated and data-driven approach. They share invaluable advice on how organizations can effectively align their sales and marketing departments, prioritize account-based management, and most importantly, harness the power of signal-based selling. The conversation pivots around the need for businesses to transition from a linear lead-based progression to a more dynamic signal-based model. Chris emphasizes the significance of tracking and analyzing buyer intent signals within CRM systems as a key driver for engagement and sales efficacy. The pair also discuss upcoming events and feature guest appearances by industry experts who are set to share their specialized knowledge on various aspects of marketing and sales operations. Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm

Chris joined Dan Stillgoe and Phil Vallender on the Demand Decoded podcast to to decode modern B2B go-to-market strategies. As an innovator in B2B go-to-market, Chris shares an inside look at his journey to developing a modern approach to demand gen. He dives into the biggest problems plaguing B2B marketing today, including where companies waste budgets and where they should strategically invest more. Chris highlights a major opportunity for forward-thinking marketers to make an impact right now and shares some honest thoughts on the role of outbound marketing in an effective go-to-market engine. Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm

Chris joined Chris Burns and Dustin McClone on the Hustle Nation Podcast to cover his transition from an entrepreneur to a luminary in B2B marketing. Chris shares the evolutionary path of his career, discussing the shift from generating superficial leads to creating substantial demand that translates into genuine customer interest. He staunchly advocates for marketing efforts that prioritize buyer education and execution on data-driven signals, over chasing dead-end leads. The rapport built through enlightening narratives offers listeners a treasure trove of strategic wisdom, illuminating a path for businesses to achieve amplified growth and resonance with their target audience. Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm

In this week’s event, Chris peels back the layers of B2B go-to-market strategies, revenue operations, and the often debated topic of benchmarking in marketing operations. The discussion delves into the potential pitfalls of industry benchmarks, the intricacy of marketing and sales integration, and the evolving landscape of data architecture within CRM systems. Chris challenges the accuracy and usefulness of common industry benchmarks and advises listeners on more effective ways of measuring and reporting go-to-market success. Guests and contributors share observations and pressing questions on topics ranging from the role of SDRs in creating value, the impact of marketing on revenue, to the strategic decisions behind event participation. The episode is rich with insights on making B2B marketing more data-driven, customer-centric, and aligned with today's digital-first landscape. Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm

Chris joined Joran Hofman on the “Grow Your B2B SaaS Podcast” to talk about decision confidence in B2B marketing and GTM strategy. Chris's insights serve to upend traditional marketing practices, critically questioning the efficacy of siloed teams and outdated analytics in a modern, integrated go-to-market environment. Several key themes emerge from Chris Walker's discussion. Initially, he emphasizes the pitfalls of a siloed approach to GTM where marketing, sales, and SDRs operate independently without cohesive data to back strategic decisions. As Chris outlines the must-haves for future-proof GTM strategies, he stresses the importance of unified analytics and a customer-centric ethos as pillars of scalable business growth. He further critiques common analytics missteps and proposes a robust framework for SaaS companies to navigate a markedly dynamic marketplace. Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm