Chris was invited onto the Game Changers webinar, hosted by Oana Manolache of sequel.io, to chat about his journey in building a $20 million business. Chris shares his background as a B2B professional and how he started RefineLabs after realizing that his unique approach to marketing was not being embraced by traditional companies. He discusses the shift from being a marketer to a CEO and the importance of thinking about the entire business holistically. 

Chris emphasizes the need for marketers to focus on the customer and use direct customer insights to drive their strategies. He also highlights the power of content in breaking through the noise and connecting with customers. Chris challenges the traditional methods of measuring content ROI and suggests looking at the overall impact of content rather than individual pieces. He advises marketers to analyze their programs and identify areas of wasted spend. Finally, Chris discusses the challenges of planning for H2 and offers insights on optimizing conversion rates and pipeline marketing.