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 sales efforts to optimize revenue generation and highlights the flaws in traditional measurement models. Chris also provides practical advice for CFOs and CEOs on how to allocate marketing budgets and make data-driven strategic decisions to achieve superior returns on their go-to-market investments.

Key Takeaways

-Shifting from lead generation to demand generation is essential for aligning marketing and sales efforts and optimizing revenue generation.

-Companies should focus on creating, capturing, and converting demand to drive revenue growth effectively.

-Allocating marketing budgets based on the different stages of the revenue process can lead to better ROI and scalability.

-Analyzing sales velocity and buyer intent can help identify the most effective channels and programs for revenue generation.

-Bold and innovative strategies are necessary to achieve significant pipeline and revenue growth.