Chris was invited to join Stijn van Willigen and Bart Snijders on the Sprints and Sneakers podcast, to discuss the importance of data-driven marketing strategies in B2B growth. He emphasizes the need for companies to focus on the right data and metrics to drive revenue and make informed decisions. He also highlights the shift towards a more scientific and data-driven approach in marketing and the need for companies to adapt to changing buyer behaviors. Chris shares insights on the evolving role of sales and the importance of aligning marketing and sales teams. He also discusses the impact of AI on marketing and the potential risks and opportunities it presents. Chris emphasizes the importance of creating content in the format that consumers prefer, such as short-form videos, and leveraging platforms like TikTok and YouTube Shorts. He concludes by discussing the need for companies to have a higher purpose beyond just profits and the importance of aligning marketing KPIs with overall business goals.