Chris was joined by Charlie and Crissy Saunders of CS2 Marketing to talk through the intricacies of funnel architecture versus attribution. The conversation spotlights the foundational importance of understanding how funnel tracking sets the stage for a company's go-to-market success, transcending mere marketing analytics.
The discussion provides a nuanced exploration into the stark differences between funnel tracking and multitouch attribution. While both concepts play vital roles within a company's data-driven decision-making processes, they each serve distinct purposes. Chris, Charlie, and Crissy dissect common missteps companies face, emphasizing the need for a strong, actionable understanding of buyer progression and sales optimization.
Key takeaways include transformative operational insights that extend beyond marketing. From SDR strategies to sales team performance, the trio highlights how a well-designed funnel can illuminate pathways to improved ROI and pipeline development. By capturing the essence of how leads, opportunities, and sales activities intertwine, listeners will grasp how these insights are crucial in elevating their go-to-market strategies to new heights.


Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm

RV143 - Pipeline Architecture vs. Multi-Touch Attribution

Welcome to the new B2B Revenue Vitals podcast, formerly State of Demand Gen. On this podcast, you’ll learn how to build a high-growth company from Refine Labs' CEO, Chris Walker. From proving new revenue programs to identifying and scaling programs that work, to training your team to operate at scale, you will understand what it takes to create a predictable pipeline of revenue innovation that drives compounding gains. Through interviews, AMAs, and invite-only events, we give you a sneak peek into the data-backed insights we are executing for the fastest-growing SaaS companies in the world.

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Chris was joined by CS2’s Crissy and Charlie Saunders to do a deep dive into Marketing Operations to support measurement of Demand Strategies and Programs. They discuss key requirements to set up a measurement framework to measure the effectiveness of demand programs including pipeline sources and how to think about funnel tracking. They also answer audience questions. 
If you want to have a conversation with Chris and present your current questions, roadblocks, or projects you’re working through, make sure to attend this weekly event every Tuesday at 12 central. Register here.
Can’t make the event but have a question for Chris? Submit it here.
Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm


RV173 - Expert Session: Marketing Ops - Pipeline Sources and Funnel Tracking with Crissy and Charlie Saunders

In this week’s event, Chris provides detailed information on the financial strategies of B2B companies and the problems associated with excessive go-to-market (GTM) strategies. He leads listeners through topics including demand generation marketing, company growth, and the excessive spending on sales and marketing known as GTM bloat.
Chris clearly explains the current market situation and advises companies to focus on the Customer Acquisition Cost (CAC) payback period for financial planning instead of the traditional percentage of revenue approach. He summarizes the problems with having too many specialized roles in sales and marketing, identifies typical mistakes in budgeting, and recommends a financially sound approach that emphasizes effective customer acquisition and long-term stability instead of quick growth.


If you want to have a conversation with Chris and present your current questions, roadblocks, or projects you’re working through, make sure to attend this weekly event every Tuesday at 12 central. Register here.
Can’t make the event but have a question for Chris? Submit it here.
Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm

RV172 - GTM Bloat and Financial Metrics in B2B SaaS Companies | Go To Market Live Episode 14

Chris joined Steffen Hedebrandt live on LinkedIn to discuss what matters this year, and how it’s changed from past years. They discuss the latest breakthrough in AI-powered demand generation tools, offering a glimpse into the innovative solutions crafted at Refine Labs and Passetto. The talk pivots around essential changes in B2B marketing strategies, where Chris uncovers how building a vibrant community and fine-tuning to market feedback is more revolutionary than soaring ad budgets.
Chris delves into the specifics, arguing that the economic downturn is beckoning B2B tech companies to reassess and rigorously scrutinize go-to-market investments. He plants a flag on the importance of aligning sales velocity with market signals, articulating two fundamental shifts which are reshaping modern B2B marketing. The conversation pivots around the 'signal analytics' arena, positioning it as the future of pinpointing prime marketing opportunities while sidelining less effective, resource-intensive strategies.


If you want to have a conversation with Chris and present your current questions, roadblocks, or projects you’re working through, make sure to attend this weekly event every Tuesday at 12 central. Register here.
Can’t make the event but have a question for Chris? Submit it here.
Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm

RV171 - What Matters in B2B Marketing in 2024

Chris joined Jake live in the Austin studio to record an episode of the Pusching Limits Podcast to discuss B2B marketing strategies. They cover his background, his relocation to Austin, and explore his take on go-to-market strategies, content creation, and how sales and marketing departments are changing.
Chris underlines the necessity for businesses to adjust their strategies due to B2B buyers increasingly relying on peer recommendations instead of traditional marketing tactics. The episode focuses on the importance of understanding customer experiences and using organic content to attract and inform prospects. Chris suggests using analytics, ensuring market fit, and being financially sensible, promoting a data-informed, user-friendly, and customer-focused approach to expand businesses and redesign sales roles.
If you want to have a conversation with Chris and present your current questions, roadblocks, or projects you’re working through, make sure to attend this weekly event every Tuesday at 12 central. Register here.
Can’t make the event but have a question for Chris? Submit it here.
The next Expert Session, featuring Crissy and Charlie Saunders of CS2 Marketing, will be Wednesday April 24 at 12pm central. Register here. 
Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm

RV170 - Hunting is Dead | Pusching Limits

In this week’s event, Chris tackles the evolving financial dynamics within B2B SaaS and tech companies. He delves into the substantial shift in valuation metrics applied to these organizations and explores the consequent pressure this places on their go-to-market expenditures, particularly in sales and marketing. With a strong emphasis on becoming a business-savvy executive rather than remaining confined to departmental roles, Chris lays out a blueprint for rethinking investment strategies.
Following a detailed exploration of financial metrics and how they've historically influenced investment behaviors, Chris steps through his thoughts on how companies need to reallocate their budgets with a greater understanding of net new ARR versus total revenue. This episode sheds light on the urgent need to redefine the way financial decisions are made from a C-level perspective, steering away from traditional sales and marketing investments towards a more fiscally responsible approach.
The Impact of Valuation Multiples:  Chris examines how the compression of valuation multiples triggers reevaluation of sales and marketing investments in SaaS businesses.
Investing Wisely: An emphasis on investing based on net new ARR for a reasonable CAC payback period, rather than a percentage of total revenue.
Optimizing Go-to-Market Expenditures: The necessity of cutting out inefficient spending on sales and marketing to improve overall financial health.
Be a Business Leader First: Chris’s call to marketers and sales leaders to prioritize business acumen over functional roles in driving their departments' success.
Future Predictions: Insight into upcoming shifts, such as the increasing significance of founder and personal brands, and the challenges in content trust.


If you want to have a conversation with Chris and present your current questions, roadblocks, or projects you’re working through, make sure to attend this weekly event every Tuesday at 12 central. Register here.
Can’t make the event but have a question for Chris? Submit it here.
The next Expert Session, featuring Crissy and Charlie Saunders of CS2 Marketing, will be Wednesday April 24 at 12pm central. Register here. 
Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm

RV143 - Pipeline Architecture vs. Multi-Touch Attribution

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