Chris Joined Artem Gladkikh, CEO of Signum.Ai, to talk through Chris's career and ideas on go-to-market strategies and AI’s impact on marketing. They give tips for B2B companies on improving marketing and making better decisions with data. 

Chris discusses why B2B companies should adapt to current customer online behavior and engagement. He talks about the role of online communities and the need for relevant content. Chris believes AI will make content creation better, take over repetitive tasks from sales reps, and sharpen data analytics for smarter decisions.

Chris points out problems with GTM analytics, suggesting companies should match it with key business financials. He addresses errors like spending too much on creating business opportunities and keeping underperforming sales staff. Finally, Chris emphasizes the importance of content in attracting customers, suggesting it should help buyers teach themselves and make it easy to share information within their company.

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 Kyle Coleman will take place on June 6 at 12pm central. Register Here. 

Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm

From the FounderVideo Podcast:

“Chris Walker discusses the average CAC payback period at private SaaS companies, which is between 48 and 60 months. He explains that public SaaS companies have seen their sales and marketing expenditure almost double over the past two and a half years. Private SaaS companies, on the other hand, have seen their CAC payback period increase due to slowing growth rates. Walker emphasizes the need for smart cost-cutting and efficient marketing investments. He also highlights the disconnect between finance and go-to-market teams and the importance of signal-based analytics in measuring ROI. The conversation covers various topics related to B2B marketing and demand generation. 

The main themes include the importance of creating a live show/podcast for target customers, the significance of understanding the customer and having a targeted account list, the need for a shift in B2B advertising strategy, the value of product-oriented webinars and analyst relations, the importance of self-reported attribution in tracking the impact of dark social content, the growth journey of Refine Labs, the hiring strategy and talent evaluation process, the future of signal analytics and AI in marketing, and the direction of Pesetto as a consultancy focused on improving enterprise value and growth rate for companies.”

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 Kyle Coleman will take place on June 6 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 discusses the intricate world of B2B marketing, sharing his latest insights on content creation, the contrasting objectives of revenue leadership & CFOs, and the transformative strategies for pipeline efficiency. With potent advice and real-world experiences, Chris unpicks the often-misunderstood dynamics between key business departments.

The episode begins with a stark reminder of the difference between perceived and actual content performance on social networks. Chris candidly reflects on his own experiences with posts, challenging the common equating of ‘likes’ with success, especially within B2B content strategy. The conversation then transitions to dissect the misalignment between C-suite revenue leaders and CFOs, highlighting the critical need for mutual understanding to drive business success.

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 Kyle Coleman will take place on June 6 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 Peep Laja for an in-depth conversation on messaging. Dedicated to unraveling the significance of target customer insights, the discussion digs into the tangible impact that effective messaging and validation can have on demand generation strategies and sales velocity. This session is a deep dive into the processes and methodologies used in message testing and the resulting ability to sharpen go-to-market approaches.

The dialogue initially sets the stage with a high-level overview of the necessity of message testing, followed by a practical guide on conducting this qualitative research. Peep provides a compelling rationale on why messaging should be clear, relevant, compelling, and differentiated. The conversation moves on to discuss symptoms unique to companies that lack such feedback from their target demographics and how it can stealthily affect their business capabilities. Chris and Peep both stress that real-time customer insights are crucial and should be an ongoing activity to dynamically inform business strategies

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 Kyle Coleman will take place on June 6 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 discusses issues in the B2B tech sector, focusing on go-to-market bloat. He explains that both public and private SaaS companies are seeing slower growth and rising customer acquisition costs (CAC).

Chris highlights the need for B2B companies to reevaluate their sales and marketing spending due to a shift towards prioritizing profitable growth. He mentions that there are many trackable indicators of buyer interest that are not currently being monitored, which could improve the efficiency of go-to-market spending.

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 Kyle Coleman will take place on June 6 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 Drew Smith on the Attribution Nation podcast to unravel the complexities of marketing attribution and strategy. The conversation sheds light on the benefits and pitfalls of attribution models within B2B marketing, and Chris articulates his evolving viewpoint on the subject, offering illuminating insights that challenge conventional thinking.

Chris shares his journey from the medical device industry to founding Refine Labs and now leading Passetto, highlighting the inefficacies he observed in traditional marketing roles and the transformative digital demand strategies he implemented. With an adept understanding of customer behavior and market dynamics, he makes a compelling case for a more nuanced, customer-centric approach to marketing metrics.

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 Kyle Coleman will take place on June 6 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 Justin Norris on RevOps FM to discuss new perspectives on B2B marketing and evolving go-to-market strategies. Chris introduced the idea of 'signals' in marketing analytics to track customer interest throughout the sales cycle. The episode covers differences between signal providers, aggregators, and analytics. Chris explains their roles and possible developments in signal tracking. He also points out flaws in the current go-to-market models and proposes a single, more effective approach for better financial performance.

Chris focused on how businesses should prioritize profitability and growth while cutting costs, especially given the current economic conditions. He walks through reassessing customer acquisition strategies and measuring value through financial soundness.

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 Peep Laja will be on Thursday May 16 at 12pm central. Register here. 

Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm

In the latest episode of "Revenue Vitals," Chris talks through changes in B2B finance and the impact to GTM strategies. He outlines the importance of shifting from growth at all costs to a strategy that emphasizes sustainable, efficient growth.

Chris talks through the current landscape; SaaS companies aren't growing as fast as before while it’s becoming more expensive to get new customers. He highlights how businesses should reconsider where they're putting their money to come up with new strategies that fit with current market conditions.

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 Peep Laja will be on Thursday May 16 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 Alan Zhao to talk about the evolution of B2B Go-To-Market tactics. Chris offers an insightful analysis of contemporary, data-oriented go-to-market strategies, emphasizing the essential role of analytics and data-centric decision-making in aligning sales and marketing initiatives with the changing patterns of buyer behavior.

Chris provides an in-depth examination of the fundamental transition from conventional sales-driven frameworks to a modern methodology that gives precedence to demand generation and the strategic use of indicators within B2B marketing. He highlights the imperative for organizations to evolve in response to the sophisticated B2B purchaser, who is equipped with a wealth of digital resources. He points out the inefficacies prevalent in current go-to-market approaches and advocates for a concentrated effort on authentic demand creation and the interpretation of customer behavior as critical factors for attaining sustainable and effective growth in the current economic environment.

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 Peep Laja will be on Thursday May 16 at 12pm central. Register here. 

Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm

Are skyrocketing CAC, decreasing LTV, and over-spending on ineffective demand generation tactics causing bloat in your go-to-market engine?

You're not alone 👀

Go-to-Market teams across tech and other sectors are grappling with these issues, and it's time to take control.

From this recording you'll gain valuable insights on how to navigate the complexities of GTM bloat and emerge with a leaner, more effective approach. Kyle and Chris will share their expertise and discuss practical strategies for success, including:

⚡️ Optimizing ad spend and demand generation channels to boost ROI

⚡️ Doing meaningful data analysis to decipher what strategies are truly effective

⚡️ Rethinking personnel expense & team structure for operational efficiency

⚡️ Harnessing the power of AI for smarter decision-making

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 Peep Laja will be on Thursday May 16 at 12pm central. Register here. 

Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm