When Chris Walker looked at his bank account in 2019, he had $3,000 and student loan debt. In this week’s GTM Live episode, he shares an overview of the choices that led to building successful multi-million dollar companies over the next 6 years, and the personal cost of those decisions. 

He then spends the majority of the episode examining why B2B companies struggle to measure marketing results effectively, and details the surprising pattern he has seen while helping over 50 companies solve this exact problem.

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

• Some uncomfortable truths about building a business

• The real reason most CMOs can't fix marketing measurement, even when they want to (hint: it's not about their skills or dedication)

• How marketing leaders can be empowered to focus on their core strengths rather than ROI spreadsheets

• Finding the right balance between over-complicating and over-simplifying marketing measurement approaches (and what to actually track)

• How companies waste millions on marketing programs while scrutinizing much smaller expenses

• Why most RevOps teams end up grading performance instead of guiding strategy (and how to fix this)

• A straightforward way to look at marketing data that everyone in the company can understand and trust

• How companies can avoid spending 18 months building the wrong solution to their marketing measurement problems

In this episode, Chris joinsFP&A Tomorrow host Paul Barnhurst (a.k.a.The FP&A Guy) to talk about the intersection of finance and GTM. 

Chris shares his perspective on why most B2B companies get GTM investments wrong, the inefficiencies in traditional marketing measurement, and how CFO's and finance teams can play an incredibly strategic role in driving revenue efficiency.

Key topics from this episode:

• The disconnect between finance and GTM teams—and how to fix it

• Why most companies mis-allocate GTM investments

• The problem with measuring marketing ROI through attribution models

• How finance can take ownership of GTM efficiency

• The four key stages of a revenue factory and why companies need to rethink pipeline creation

• The impact of content strategy on brand awareness, demand generation, and revenue growth

• Why finance leaders should actively participate in GTM strategy rather than just measuring its outcomes

• How Chris is building Passetto and Refine Labs to solve the GTM efficiency problem

How can CEOs, CMOs, and revenue leaders truly create a high-performance GTM engine? 

This episode is a live event that Chris Walker did with Sangram Vajre (co-founder & CEO at GTM Partners) where they answer exactly that.

Key topics from this episode:

• Who should really own GTM?

• Moving beyond “marketing vs. sales”

• The 4 pillars of pipeline creation

• Why marketing needs more of a business mindset

• The importance of retention vs. acquisition

• How to fix broken revenue metrics

• Why “slow is fast” in GTM

• How to build an agile GTM team

• What the future of marketing leadership looks like

Why do so many companies struggle to generate pipeline efficiently? In this episode, Chris shares exactly why (and new and more effective GTM strategies). 

Whether you're a CMO, CRO, CEO, or CFO, this episode will challenge your thinking and help you build a smarter GTM strategy with marketing investments that are actually delivering returns.

Key topics from this episode:

• The Fundamental Flaws in Pipeline Creation 

• The 3 Phases of Pipeline Creation

• Why "Marketing vs. SDRs" is a Broken Debate

• How to Fix Attribution & Measurement 

• Rethinking RevOps & Sales Productivity 

• The Hidden Costs of Inefficiency 

• How CMOs, CROs, and CFOs Can Align on GTM Efficiency 

Chris joined Brad Zomick’s show (LinkedIn Famous), where he shared insights on personal growth as a founder, his learnings from executing on LinkedIn for 5 years, and the new playbook founders can use to build and grow their companies. 

Key topics from this episode:

The right way to approach LinkedIn (hint: vanity metrics don’t matter)

Personal growth and intuition as a founder

Learnings and mistakes from scaling Refine Labs & Passetto

Live events as a compounding asset

Why founders should re-think the VC-funded model

The future of social media in B2B

Why the most important thing as a founder is to take action

This is the first GTM Live episode of 2025, and Chris shares his most recent GTM strategies to help you win. These lessons are especially crucial for companies who want to scale past $10 million ARR.

Key topics from this episode:

• The 3 Pillars of GTM Success: GTM Strategy, GTM Optimization, and GTM Operations.

• Cost of Growth: Reframing GTM efficiency as "cost of growth" to measure true ROI and organizational health.

• AI and Copycat Products: How AI is accelerating product cloning and forcing companies to change how they differentiate.

• Challenges of PLG Integration: The pitfalls of mixing product-led and sales-led growth motions together in established companies.

• Smaller, Agile Teams: The shift towards AI-enabled, lean marketing and sales teams for efficiency and flexibility.

• Flawed Metrics: Why reliance on outdated KPIs like MQLs and traditional attribution models is a mistake.

• Siloed Departments: The need to remove organizational silos to create a Unified Revenue Factory.

• Future-Proofing Sales and Marketing: Strategies to align compensation, integrate data, and streamline processes for sustainable pipeline creation.

This is a must-listen episode where Chris Walker joined Dave Gerhardt (Founder & CEO of Exit Five) on the B2B Marketing with Dave Gerhardt podcast. 

Key topics from this episode:

• Why being “early” in seeing how marketing is changing is often misunderstood as being wrong

• How to manage negativity on social media while staying focused on your goals

• Using podcasts, live events, and social media to gather actionable customer insights in real time

• Breaking down marketing into Strategy vs. Pipeline Creation for clarity and efficiency

• Why AI is an accelerant for creativity and execution, not a replacement for strategic thinking

• How smaller and more agile marketing teams are outperforming larger ones

• Calculating true marketing ROI by accounting for headcount, tools, and overall efficiency

• How senior marketing leaders can improve outcomes by staying hands-on and closer to the execution process

In this episode, Chris Walker talks with hosts Mikkel Kiærulf Plæhn and Toni Hohlbein about the GTM challenges B2B companies face. He shares common mistakes companies are making, how to better use data for decision-making, and predictions for what the future of GTM looks like.

Key topics from this episode:

• Why unit economics at the top of the funnel are the root of most GTM inefficiencies

• The CEO’s pivotal role in aligning the entire GTM function

• Why current data structures fail executives and how to fix them

• Predictions for 2025: Centralized decision-making, smaller teams, and AI-native organizations

• The pitfalls of relying on outdated KPIs like MQLs and demo requests

• Why traditional attribution models hinder strategic decision-making

• How AI will reshape GTM strategies and why data architecture is critical

• The shift from RevOps to a more streamlined approach to operations

• Chris’s vision for post-sale functions: Aligning customer success with measurable outcomes

• Strategies for improving per-rep productivity and scaling efficiently

In this episode, Chris Walker joins a live event by Finn Thormeier to share his current approach to content, and what it takes to create a B2B content strategy in 2025 that actually works. 

Topics covered in this episode:

• Chris’s current content approach and strategy while building Passetto

• The problem with sharing your IP too freely in your content

• Lead gen vs. audience building

• Invite-only events as a secret weapon

• When to focus on niche vs. broad content

• How to develop your content POV’s

• The most effective way to source weekly content topics

• Who should be the face of your content brand

• Why distribution won’t save bad strategy

• How to measure results from content

• The future of content creation roles

In this episode, Chris Walker shares how GTM teams can achieve better results. He breaks down the steps revenue and marketing leaders can take to understand their spending, measure their impact, and drive more effective outcomes.

Key topics include:

• Transitioning from growth-at-all-costs to efficiency-first strategies

• The critical role of financial data in optimizing GTM investments

• How to build a closed-loop feedback system for greater pipeline efficiency

• The problem with blanket cost-cutting and why it doesn’t solve GTM inefficiencies

• Rethinking the marketing leader’s role: From tactician to strategic revenue driver

• The concept of marketing as a portfolio of investments and how to optimize it

• Why marketing and sales alignment is critical but often misunderstood