In this episode, Mike talks with Chris Walker about marketing, sales, and revenue operations. Chris is the Founder and CEO of Refine Labs.

Key Takeaways:

• It's the mindset of the executives at the highest level that drive everything down.
• The first tree to plant is a ridiculously intimate understanding of your customers.
• It's often marketing on the hook for continued growth.
• Figure out your logical benchmark conversion rate that you should be aiming for. Is there a gap?
• Focus long-term on brand, not sales.
• The failure of marketing comes in 2 buckets:
  • The CMO doesn't know what they are doing
  • The metrics created force the CMO to operate in a certain way.
• Strategy:
  • Capture existing demand. Do they find you when they are looking?
  • Create new demand. Do this in a targeted way that drives product consideration and product awareness.
  • Focus on organic brand marketing.
• People don't set-up the environment to tell you the truth. Go into it objectively.
• Center everything around customer intimacy.

Show Links:

• Chris on LinkedIn
• Refine Labs website
• State of Demand Gen Podcast
• Episode 206 of The Catalyst Sale Podcast with Chris Walker

Work With Catalyst Sale:

• Listen to our free resource (this podcast) and then put the action items into practice. Share your work with us via Twitter or [email protected]
• Invest in a Catalyst Sale course - self directed. Find our courses here
• Hire us as a consultant/advisor within your team or organization

Thank You

Please send listener questions and feedback to [email protected] or contact us directly on twitter, facebook or LinkedIn.

This podcast is brought to you by Catalyst Sale - you can learn more about Catalyst Sale, and the products and services we provide via the following links.

Growth Acceleration - Plateau Breakthrough

Product Market Fit