With new listeners coming in every day, we wanted to highlight a couple of the most important episodes of 2023! *** Chris joined Ricky Sevta and Sean Diljore on the Sassy Talk podcast to share his insights on demand capture, demand creation, and revenue operations for early-stage B2B companies. He emphasizes the need for a data-driven approach to marketing and go-to-market strategies, highlighting the importance of using large-scale aggregated data to inform decision-making. Chris also discusses...
Jan 02, 2024•54 min
With new listeners coming in every day, we wanted to highlight a couple of the most important episodes of 2023! *** With SaaStock and its incredible lineup of speakers in town, Chris was lucky to be able to do some in-person interviews for Revenue Vitals! First up was a chat surrounding leadership, mindset, and culture with Sam Jacobs , CEO of Pavilion. They chatted about: Key lessons and takeaways Sam has learned in his time as a CEO: Focus on the long term Love your customer Don’t try to do ...
Dec 27, 2023•36 min
Chris Walker hosts weekly Private Coaching Events for Vault Subscribers , which opens with covering important and timely industry observations. He starts by reflecting on the year and sharing some insights and advice for entrepreneurs and professionals. He emphasizes the importance of perspective when considering the year you had, and encourages listeners to think about what a successful year in 2024 would look like for them. He then celebrates some Refine Labs wins, with clients and from the cr...
Dec 22, 2023•17 min
Chris was invited to join Stijn van Willigen and Bart Snijders on the Sprints and Sneakers podcast, to discuss the importance of data-driven marketing strategies in B2B growth. He emphasizes the need for companies to focus on the right data and metrics to drive revenue and make informed decisions. He also highlights the shift towards a more scientific and data-driven approach in marketing and the need for companies to adapt to changing buyer behaviors. Chris shares insights on the evolving role ...
Dec 19, 2023•47 min
Chris Walker hosts weekly Private Coaching Events for Vault Subscribers , which opens with covering important and timely industry observations. He starts by discussing the lack of data and tracking in companies that spend millions of dollars on Google paid search ads. He emphasizes the importance of having a system in place to measure the ROI of every investment in the channel. Chris highlights the need for marketers to go beyond basic metrics like conversions and clicks and focus on tracking pi...
Dec 15, 2023•6 min
Chris was invited to join Nitzan Kravitz on Mayple’s Host the Pro Podcast to talk about the current trends in B2B marketing strategies and the need for a comprehensive understanding of customer behavior and engagement. He emphasizes the importance of data-driven decision-making and the limitations of traditional attribution models. Chris also highlights the shift towards short-form video content and the need for marketers to adapt to changing consumer preferences. While AI in marketing is often ...
Dec 12, 2023•47 min
Chris Walker hosts weekly Private Coaching Events for Vault Subscribers , which opens with covering important and timely industry observations. He starts by discussing the importance of looking at marketing and sales data from a macro perspective rather than getting caught up in micro-level details. He emphasizes the need to analyze overall business performance and benchmark it against similar companies to identify trends and patterns. By zooming out and focusing on high-level insights, companie...
Dec 08, 2023•22 min
"As long as you continue to progress forward, you don't really run into an issue because the bot is not going to outrun the human in terms of innovation right now." Chris was joined by Sarah Kennedy Ellis , Vice President of Google Cloud, to talk about the current and future impact of AI in Marketing. They highlight the areas where AI can be implemented today, such as content generation, process automation, and data analysis. They also discuss the challenges and considerations in adopting AI in ...
Dec 05, 2023•38 min
Chris Walker hosts weekly Private Coaching Events for Vault Subscribers , which opens with covering important and timely industry observations. He starts by discussing the importance of looking at marketing ROI from a holistic perspective rather than getting caught up in micro-analyzing individual campaigns. Then he shares proprietary data collected from B2B companies in the $50 to $250 million revenue range over the past four to eight quarters. The data reveals a wide range of marketing ROI per...
Dec 01, 2023•13 min
Chris was invited to join Shanee Moret on the Growthpreneurs podcast to chat about the benefits of content in B2B. Chris emphasizes the importance of creating and distributing content on social media platforms, particularly LinkedIn, for business growth. He believes that many founders resist content creation because they are stuck in outdated sales strategies and fail to recognize the power of content in reaching a wider audience. Chris highlights the need for a shift from lead generation to dem...
Nov 28, 2023•31 min
Chris was invited to join Stef Hamerlinck on the Let’s talk branding podcast to discuss content and branding. Chris challenges the traditional approach to B2B marketing and emphasizes the importance of understanding customers and generating demand. He highlights the distinction between demand creation and demand capture, and urges companies to focus on creating content that customers actually want to consume. Chris also discusses the role of brand building in B2B marketing and the need for effec...
Nov 21, 2023•48 min
Chris Walker hosts weekly Private Coaching Events for Vault Subscribers , which opens with covering important and timely industry observations. First, he highlights the growing skepticism around the SDR predictable revenue model and the need for companies to reevaluate their outbound sales strategies. Chris also emphasizes the importance of rethinking the paid social strategy, shifting from lead generation campaigns to guaranteed distribution of content to target accounts. He explains how compan...
Nov 17, 2023•26 min
Chris was invited to join Steven Schmidt on the Magnetic podcast to discuss the new era of revenue and the importance of mindset in driving success. Chris shares his journey from freelancer consultant to building a $20 million company and emphasizes the opportunity to share his knowledge and help others. He also highlights the importance of having a strong mindset in all aspects of life, not just in business. The conversation then shifts to the role of data bias in revenue analytics and the need...
Nov 14, 2023•43 min
Chris Walker hosts weekly Private Coaching Events for Vault Subscribers , and today he is sharing a snippet of advice from that call. First, Chris discusses the importance of shifting your strategy on paid social media. He explains that many companies use paid social media solely for lead generation, but this approach is flawed because it does not capture true demand. Instead, Chris suggests using paid social media to create demand and build brand awareness. He also emphasizes the need to invest...
Nov 10, 2023•25 min
Chris Walker hosts weekly Private Coaching Events for Vault Subscribers , and today he is sharing a snippet of advice from that call. He highlights that many companies struggle to fully operationalize ABM and extract value from it. While ABM platforms can be helpful, they are not a silver bullet solution. The main perceived value of ABM platforms is their ability to use intent data to identify accounts that are "in-market" and improve outbound targeting. However, many companies fail to integrate...
Nov 07, 2023•6 min
Chris Walker hosts weekly Private Coaching Events for Vault Subscribers , which opens with covering important and timely industry observations. First, he discusses the concept of Pipeline Sources and how they can be used to drive revenue growth. He explains that instead of looking at internal departments, companies should focus on the buyer's perspective and identify proven buyer journeys that drive revenue. By analyzing data from the past fiscal quarters, companies can determine the paths that ...
Nov 03, 2023•27 min
Chris was asked to join the Nearbound Marketing Podcast , hosted by Logan Lyles, to talk about the importance of building personal brands and activating evangelists within an organization. They discuss the concept of key opinion leaders versus influencers and how they can contribute to a company's marketing efforts. Chris shares his insights on measuring ROI in marketing, including the use of self-reported attribution, conversational intelligence tools, market research surveys, and win-loss anal...
Oct 31, 2023•40 min
Chris Walker hosts weekly Private Coaching Events for Vault Subscribers , which opens with covering important and timely industry observations. First, he discusses the importance of data analysis and customer insights in building an effective revenue strategy. He emphasizes the need to measure the ROI of marketing channels accurately and challenges the traditional approach to attribution. He also highlights the lack of scrutiny around the ROI of established channels like LinkedIn Ads and Google ...
Oct 27, 2023•12 min
Chris sat down with Spencer Tally for a consultative session surrounding the creation and growth of personal brand. Chris suggests that Spencer can create content around how he works with his marketing team to achieve better results, highlighting the importance of alignment between sales and marketing. Chris also emphasizes the need for authenticity in personal branding and recommends networking with thought leaders in the industry to gather insights and provide value to his target customers. Ke...
Oct 24, 2023•22 min
Chris Walker hosts weekly Private Coaching Events for Vault Subscribers , which opens with covering important and timely industry observations. First, he explains that every company, whether they realize it or not, uses an underlying operating model and data model that influences their marketing and sales processes. The operating model defines the steps and processes involved in achieving revenue goals, while the data model determines the KPIs that are measured to track progress and identify ine...
Oct 20, 2023•11 min
Chris sat down with Sajeel Qureshi, on the Rev Ops 500 podcast to discuss the myths and future of revenue operations (Rev Ops). Chris challenges the notion that Rev Ops is the most important function in go-to-market strategies, pointing out that many companies still understaff and underfund this area. He believes that Rev Ops should be split into strategic and tactical functions, with a focus on using standardized data to make informed decisions. Chris also introduces the concept of HIRO Pipelin...
Oct 15, 2023•33 min
Chris Walker hosts weekly Private Coaching Events for Vault Subscribers , which opens with covering important and timely industry observations. First, he highlights the shift in the market from growth at all costs to efficient growth and the need for companies to adjust their strategies accordingly. He also emphasizes the importance of looking at metrics such as CAC payback period rather than CAC to LTV ratios for evaluating marketing ROI. Additionally, he explains the difference between demand ...
Oct 13, 2023•15 min
Chris sat down with Cameron Evans for a half hour consultative session to provide valuable insights and strategies for a real estate brokerage firm looking. Chris emphasizes the importance of focusing on agents who can generate revenue and have a higher lifetime value. Chris suggests collecting qualitative data from top-producing agents to understand why they choose to work with the firm and using that information to create a unique value proposition. He also recommends leveraging social media p...
Oct 10, 2023•27 min
Chris Walker hosts weekly Private Coaching Events for Vault Subscribers , which opens with covering important and timely industry observations. First, he highlights the abundance of information available in the digital age and the need for individuals to discern between opinions and data-driven insights. He draws a parallel to the medical field's transition to evidence-based medicine in the 1940s and suggests that the go-to-market space should also prioritize science and data over personal exper...
Oct 06, 2023•46 min
Chris was invited onto the inaugural episode of Donuts and Demand, hosted by Lindsay McGuire and joined as well by LaShanda Jackson. They discuss the definition of demand gen, share tips for success, and highlight their favorite campaigns. Chris emphasizes the importance of always-on programs and taking risks with one-time campaigns. They also discuss strategies for boosting conversions and the differences between creating demand and capturing demand. Key Takeaways: -Demand generation should be ...
Oct 03, 2023•55 min
Chris joined Ricky Sevta and Sean Diljore on the Sassy Talk podcast to share his insights on demand capture, demand creation, and revenue operations for early-stage B2B companies. He emphasizes the need for a data-driven approach to marketing and go-to-market strategies, highlighting the importance of using large-scale aggregated data to inform decision-making. Chris also discusses the disadvantages of the traditional MQL hamster wheel model and the need for a new operating model that is continu...
Oct 01, 2023•54 min
Chris Walker hosts weekly Private Coaching Events for Vault Subscribers , which opens with covering important and timely industry observations. First, he highlights the common problem of understaffed and reactive revenue operations functions in B2B companies. He emphasizes the need for executives to prioritize and invest in this function to drive strategic changes and growth. Chris also discusses the lack of prioritization and investment in revenue operations, despite companies claiming to be da...
Sep 29, 2023•12 min
Chris was invited onto the Nex6 Project, hosted by John Ghiorso, to discuss Dark Social and Demand Generation in the context of B2B marketing. Chris emphasizes the need for a holistic revenue team approach, breaking down demand generation into three core categories: creating demand, capturing demand, and converting demand. He highlights the underappreciation of these concepts in B2B marketing and the flawed measurement models used by companies. Chris also emphasizes the importance of understandi...
Sep 26, 2023•29 min
Chris was a guest speaker for the SaaS Metrics Palooza , happening live online from October 10-12, coordinated by benchmark.it. For this fireside chat, Chris sat down with Ray Rike to discuss the importance of reevaluating marketing metrics and strategies to drive revenue growth. Chris shares his insights on the need to shift from lead generation to demand generation, and how companies can create, capture, and convert demand effectively. He emphasizes the importance of aligning marketing and sal...
Sep 24, 2023•29 min
Chris Walker hosts weekly Private Coaching Events for Vault Subscribers , which opens with covering important and timely industry observations. First, he explains that pipeline velocity is a key metric that combines four growth levers: the number of qualified opportunities generated, win rate, average deal size, and sales cycle length. Chris emphasizes that companies should not solely focus on generating more pipeline, but rather optimize the existing pipeline to drive accelerated growth. Chris ...
Sep 22, 2023•14 min
