Chris was invited onto the Making Fun of Marketing podcast, hosted by Scott Logan of Kronologic to discuss the flaws in traditional marketing practices and the need for a new approach. He emphasizes the need to redefine MQLs and eliminate low-intent lead generation. Instead, he suggests focusing on ICP qualified buyers who express interest in purchasing. Chris also highlights the inefficiency of using SDRs to sell to executives and build trust. He advocates for a more streamlined process that eliminates unnecessary steps and improves conversion rates. Additionally, he challenges the traditional definition of pipeline and proposes a new framework based on sales win rates. Chris emphasizes the importance of a shared pipeline between sales and marketing and the need for a holistic view of go-to-market data. He also discusses the role of intent data and the limitations of current measurement methods. Overall, Chris encourages companies to break away from incremental optimization and adopt a new operating model to drive exponential growth.

Chris joined Shane Mahi on the Redline Podcast to discuss the challenges faced by B2B SaaS companies in reaching their target customers. He shares strategies to overcome these obstacles and emphasizes the importance of scaling digital content and leveraging partnerships to increase brand awareness and build one-to-one connections with potential customers. Chris also highlights the need for companies to have a deep understanding of their target customers and to align their marketing strategies accordingly. He advocates for a scientific approach to marketing, using data analysis to drive decision-making and improve overall organizational scalability.

Key Takeaways:

• Scaling digital content is crucial for reaching a wider audience and building brand awareness.

• Leveraging partnerships can help companies cross-promote and reach new audiences.

• Companies should focus on understanding their target customers and their specific needs and pain points.

• Field marketing should be connected to a digital strategy to maximize its impact and reach.

• Companies should invest in capturing and analyzing data to make informed marketing decisions.

Chris joined Paul Banks, host of the Javelin Journeys podcast, to chat about the importance of understanding dark social and its impact on marketing strategies. He emphasizes that while it may be challenging to track dark social activities, it is crucial for businesses to recognize its significance in the decision-making process of potential customers. By understanding how customers access information and make purchasing decisions, businesses can leverage dark social to their advantage and gain a competitive edge.

Chris also highlights the need for smaller businesses to prioritize marketing as much as product development and sales. By recognizing marketing as a primary growth lever, businesses can make strategic decisions based on data and customer insights. This shift in mindset can lead to more effective marketing strategies and overall business success.

Key Takeaways:

-Dark social, which includes private messaging and direct peer interactions, plays a significant role in the decision-making process of potential customers.

-Businesses should prioritize marketing as much as product development and sales to drive growth and make data-driven strategic decisions.

-The metrics and attribution systems used in marketing should be reevaluated to align with the changing landscape of customer behavior and preferences.

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 platforms like TikTok and Facebook to reach a wider audience and boost engagement. Additionally, Chris advises adding a secondary content creation pillar, such as consulting calls or expert interviews, to further enhance the marketing strategy.

Key Takeaways:

-Focus on attracting real estate agents who can generate revenue and have a higher lifetime value.

-Collect qualitative data from top-producing agents to understand why they choose to work with the firm.

-Create a unique value proposition based on the insights gathered from top-producing agents.

-Leverage social media platforms like TikTok and Facebook to reach a wider audience and boost engagement.

-Consider adding a secondary content creation pillar, such as consulting calls or expert interviews, to enhance the marketing strategy.

Everyone’s analyzing win rates, but too few teams are asking the harder question: how did that opportunity even begin?

This week on GTM Live, Trevor and Carolyn break down the most overlooked stage in go-to-market: what happens before a lead becomes a lead. They unpack why early-funnel signals (the ones that come before forms, meetings, or MQL scores) are where your growth strategy is made or broken.

They explain why it’s not enough to measure performance after the fact, and how traditional attribution misses the hidden work happening in the earliest phases of pipeline creation.

Carolyn explains how early signal data is shaping a new standard for pipeline visibility, and Trevor shows how to connect that data to real decisions: budget, headcount, channels, and more.

If your GTM reporting starts at the opportunity stage, you’re already behind.

Key topics in this episode:

• Why traditional approaches to attribution often tells a false story
• Why marketing and sales leaders need to rethink “first touch” and “last touch” measurement
• What happens when early-stage activity is left out of pipeline ROI models
• How to expose the invisible work that actually drives revenue
• The GTM gaps that surface when ops teams aren’t tracking signals
• The early indicators that help you scale GTM programs with confidence

This episode is powered by Passetto. We help high-growth and equity-backed companies turn GTM data into better decisions, faster. We unify your GTM and financial data, identify your growth levers, and help you scale. Part SaaS, part advisory. Visit passetto.com

Everyone’s trying to grow pipeline, but only few companies are measuring the part of GTM that actually creates it.

This week on GTM Live, Trevor and Carolyn expose why the early-stage “signals” that actually drive pipeline are the ones most teams ignore.

They dig into the real problem: teams aren’t tracking signals across the entire pipeline creation journey. Instead, they're relying on last-touch or deal source attribution that tells you nothing about what’s actually working. Trevor explains why so many GTM decisions are disconnected from cost and impact, while Carolyn shares why she believes most attribution reporting is a smokescreen.

This episode makes the case for a new standard: tracking what prospects are engaging with before they hit a lead score or sales touches them, and tying that behavior to outcomes. If your prospecting motion isn’t part of your GTM analysis, you’re missing the whole story.

Key topics in this episode:

• Why signal tracking before sales engagement is essential
• The cost of ignoring the prospecting stage in your GTM model
• What deal source and lead attribution don’t tell you
• How to connect early engagement to ROI and pipeline movement
• The questions every GTM team should ask about efficiency
• Why companies are misreporting success to the board

This week on GTM Live, Carolyn and Trevor dive into the messiness of go-to-market strategy: overspending on pipeline, bad attribution models, and why marketers are often stuck doing RevOps jobs.

Carolyn breaks down the trap of chasing new logos without clear ROI, while Trevor shares how his IT-to-marketing journey led to launching Passetto to fix these exact issues. They get into why data architecture matters before building strategy, and how single-touch attribution is holding teams back.

Stick around for listener Q&A, lessons learned from the trenches, and real talk on what actually drives growth.

Key topics in this episode:

• Why most GTM strategies fall apart without strong data foundations

• The hidden cost of single-touch attribution

• What marketing leaders shouldn’t be doing (hint: RevOps)

• How to think about ROI before chasing pipeline

• Lessons learned from building Passetto to solve these problems

Come hang with us live during our weekly podcast recording—tune in, ask questions, and be part of the convo. Grab your spot at passetto.com/events.

After a month-long sabbatical that took him across Australia, New Zealand, and Fiji, Chris Walker returns to Revenue Vitals with a life-changing announcement. 

In this deeply personal episode, Chris reveals a profound shift in his perspective and purpose that has led him to hand over hosting duties to Carolyn Dilks (Co-Founder and Managing Partner @ Passetto) who will be rebranding the show to “GTM Live”, while he embarks on a new mission. 

Sharing intimate details about his personal transformation through self-reflection and experiencing "operating system upgrades," Chris outlines his new mission for helping others unlock their innate human potential. 

This is the start of a new chapter for Revenue Vitals, which will now become “GTM Live” hosted by Carolyn Dilks.

And it is a new chapter for Chris, who will be announcing his new podcast and mission in even more details soon.

Stay tuned for more.

In this unique episode, Chris shares the unfiltered audio from a consulting call with an entrepreneur. Chris offers advice from his personal experience building multiple businesses to 7 and 8 figures in revenue.

Here’s what you’ll learn in this episode:

• Why raising VC money might be a sign that your business model needs rethinking

• The advantages of bootstrapping a SaaS company to $5-10M ARR

• How a SaaS + services model creates better financial outcomes and product development

• Why "slow is fast" in building sustainable businesses

• The dangers of rapid scaling and how it often leads to revenue regression

• How to structure equity and compensation in early-stage companies

• The math behind exit outcomes and why 100% ownership of a smaller company often beats partial ownership of a larger one

• Building customer success into your model rather than outsourcing it

• Why the feedback loop from direct customer service dramatically improves product development

• Real numbers from Chris's journey growing his agency from $11M to $22M and back to $12M

Today’s episode is a live fireside chat recorded at Warmly’s office, where Chris covers why smaller software companies can move faster than larger ones, what customers actually want versus what they say they need, and practical ways to measure what matters in marketing. 

Here’s what you’ll learn in this episode:

• Why smaller companies have distinct advantages over $100M+ companies today 

• The critical importance of making customers successful with your product (not just selling it) 

• How AI is accelerating product development and changing business operations 

• Why competitive differentiation now requires more than just features and messaging 

• The shift from "giving away customer success" to charging for services that drive results

• Rethinking traditional department structures like marketing, sales, and RevOps 

• Why attribution models are fundamentally flawed and how to approach measurement differently

• The problem with sales compensation models that don't align with today's buying journey

• Creating defensibility through customer proximity, delivering results, and leveraging proprietary data 

• How to consider pricing models based on deliverables instead of traditional subscriptions