30. A CFO’s Guide To Measuring Marketing ROI – and it isn’t by MQLs! with Chris Walker – Refine Labs

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In this latest episode of CFO 4.0, Hannah Munro chats to Chris Walker. Chris is CEO of Refine Labs, which is a demand accelerator for B2B SaaS companies. 

Chris also runs his own podcast, State of Demand Gen. Chris talks innovative strategy, advice and tactics that works best for marketers, along with interviewing the top experts within the marketing industry.

This episode covers:

• How has marketing changed in the last few years?
• Why the MQL is no longer a good way to measure marketing impact?
• How do fast growing businesses measure marketing success?
• What you should be focussing on in terms of measurement?
• What is brand and what sort of activities would fall underneath it?
• Buyers process and their journey
• Signs for CFOs that their brand is working
• What questions should a CFO be asking their CMO?
• Support CFOs should give to a CMO to enable success?
• How long until you start to see an impact to generate leads?

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