GTM Live

In this episode, Carolyn and Amber break down a real-world case study of a $25M ARR enterprise SaaS company in a highly regulated industry that came to Passetto with strong teams, active demand, and declining win rates...but no reliable way to explain the genetic makeup of their deals or prove how marketing influenced revenue.

We break down what surfaced during a 14-day analysis: why most opportunities had no clear lineage, how underperforming channels like paid search were absorbing spend without driving meaningful conversion, and how marketing influence effectively disappeared once deals entered the sales cycle.

When you’re working harder than ever and still getting questioned, most leaders assume they’re the problem.

But what if the real reason you're exhausted isn’t lack of effort...it's that you’re trying to win inside a model that was never designed to show your impact?

This episode is part of a 5-part series exploring the journey B2B revenue leaders take from reactive chaos to finally understanding, measuring, and transforming their entire Revenue Factory. Each stage represents a critical inflection point and the exact moments that separate leaders who consistently hit targets...

You launched the experiments. You spent the budget. And now leadership wants answers. And suddenly every QBR feels like a fire drill.

This is Stage 2 of the revenue leader’s transformation—the moment when activity is high, effort is real, but impact is frustratingly hard to prove. You’re working harder than ever, yet you can’t confidently tie what your team is doing to pipeline, revenue, or real ROI.

This episode is part two of a five-part series exploring the journey B2B revenue leaders go through as they move from reactive execution to full rev...

In this episode, Carolyn and Amber pull back the curtain on a $500M cybersecurity company that came to Passetto stuck in last-touch reporting, declining win rates, an overreliance on product trials, and zero visibility into what SDRs were actually working.

In just 14 days, their Growth Sprint surfaced what months of internal analysis couldn’t: the true drivers of revenue, why trials convert at only 5%, why hand-raisers deliver 2X the deal size and win rate, and how 40% of opportunities are created with no traceable sales trigger at all.

We walk through the exact before-and-after: their revenue ar...

🔓 LEAKED: 45 minutes from our invite-only workshop for B2B GTM leaders.

We recently held a live workshop for 100+ marketing leaders, CROs, and RevOps pros from companies spanning Spain to Sweden to North America. The session was intense. The chat was on fire. And now we're doing something we don't usually do: we're releasing a 45-minute cut of the core framework training.

This is the educational backbone of the workshop where we exposed what's broken in traditional GTM measurement and walked through the exact framework high-performing teams are using instead.

Real Problems From Workshop Att...

In this HANDS-ON episode of GTM Live, we're ditching theory and building a real go-to-market strategy live—using AI, public data, and a completely different approach to finding and messaging prospects.

Join host Amber Williams and special guest Jordan Crawford, the "OG GTM Engineer" and early advisor to Clay, for a masterclass in pain-qualified segmentation.

Watch as Jordan demonstrates how to use ChatGPT to identify prospects who actually need your solution and craft messages that deliver independent value before you ever ask for a meeting.

What You'll Learn:

When pipeline starts slipping and targets go up, most revenue leaders do the same thing: they panic. They launch new experiments, adopt the latest AI tools, and try to do more, faster, harder. But what if that's exactly what's keeping you stuck?

This episode is part of a 5-part series exploring the journey B2B revenue leaders take from reactive chaos to understanding and measuring their full revenue factory, and transforming their careers in the process.

Each stage represents a critical transformation moment that separates leaders who consistently hit their targets and drive real results...

On this episode of GTM Live, Carolyn and Amber sit down with Steve Armenti, CEO & Founder of Twelfth Agency and former demand gen leader at Google.

Steve shares his journey from corporate marketing to building a thriving agency, and dive into why most revenue teams miss the real story in their data, how to flip the script on pipeline analysis by studying rejection instead of just conversion, and the critical role of sales + marketing alignment in fixing the “pipeline black box.”

You’ll hear practical examples from Steve’s experiences as an in-house demand gen leader a...

Ashley Lewin has audited 30+ companies in her career and seen the same pattern: marketing teams stuck chasing MQLs while revenue stalls. In this episode, Carolyn and Trevor dig into Ashley’s perspective on why MQLs keep organizations trapped in short-term thinking, and how she’s applying those lessons now as Head of Marketing at Aligned.

We talk through what it takes to stand up a marketing function from scratch at a hybrid PLG + sales-assisted company, why implementing HubSpot’s Lead object was a foundational bet, and how “fail fast” disqualification changed the way BDRs and sales managers manage the...

If your board asks “Why is pipeline down?” and your opportunity dashboards only say marketing-sourced vs. SDR-sourced (AKA the four-funnel model), you’re stuck with surface-level data and left guessing at fixes instead of diagnosing the problem.

The real story lives between engagement and opportunity, the unmeasured factory floor where prospecting happens (or dies). In this episode, Carolyn and Amber show how to rip the lid off that black box, swap vanity volume for "causal" metrics, and find the repeatable patterns that actually manufacture pipeline.

Expect blunt takes, practical questions to bring to RevOps tomorrow, and re...

In this episode of GTM Live, Carolyn joins the Growth Activated Podcast as a guest to unpack one of the biggest blind spots in GTM today: what actually happens before an opportunity is created.

99% of GTM teams still can’t see this stage clearly. It’s the “grey area” where SDRs and BDRs are grinding—sending emails, making calls, chasing signals, running sequences—all in the hope of booking a meeting that turns into pipeline.

The problem? None of this activity is tracked in a clear, causal way. Leaders only see pipeline “sources” (marketing, sales, SDR), which hide...

99% of GTM teams still can’t see what really happens before an opportunity is created.

This is the "grey area" where SDRs or BDRs are working prospects — sending emails, making calls, chasing signals, running sequences — all in an effort to connect, book a meeting, and turn it into pipeline.

The problem? None of it is tracked in a clear way. Leaders see pipeline “sources” (marketing, sales, SDR) but miss the bigger picture.

Pipeline isn’t a source. It’s a chain reaction. A trigger sparks sales work, a series of events unfolds, and only some of t...

Most GTM teamstoday are missing targets because they're simply measuring the wrong things. In this episode, Carolyn and Amber unpack why attribution is a mirage (it only shows the lucky 2% that become opportunities) and why the MQL hamster wheel keeps smart teams stuck optimizing a tiny slice of reality. We dig into the pre-pipeline “factory floor,” show how to expose the messy middle, and explain why “more volume” isn’t a strategy—it’s a cash leak.

You’ll hear concrete ways to replace vanity conversion stats with a causal view of attempts → connects → meetings → opps → DQs (with reasons), what to d...

Most companies are flying blind at the most important stage in revenue creation. Decisions get made on gut feel, data lives in silos, and leaders can’t answer the simplest question: what’s really working, and what’s not?

On this episode of GTM Live, Carolyn and Trevor are joined by their new co-host Amber Williams, Head of Revenue Operations at Passetto, to unpack why GTM leaders need to treat revenue like a science – bringing structure, data, and predictability to the go-to-market engine.

The hosts dive into why leaders often make decisions based on instinct instead...

This week on GTM Live, Carolyn and Trevor sit down with Mark Turner, VP of Revenue Operations at Demandbase, to break down how RevOps leaders can build aligned systems, drive better GTM execution, and measure what actually matters.

Mark shares how his early background in FP&A shaped his leadership approach, bringing a data-first, analytical mindset to RevOps that balances strategic planning with operational precision. He also unpacks what it really takes to build a unified data layer across the GTM org, and why consistent definitions and connected systems are key to moving fast and measuring effectively.<...

This week on GTM Live, Carolyn sits down with Sam Dunning, SEO leader and B2B growth expert, to unpack how SEO has dramatically evolved and what top-performing companies must do to adapt.

They dive into why traditional SEO—focused on keywords, rankings, and traffic—is now too siloed, and how modern SEO needs to align with revenue, messaging, and the full customer journey.

They also explore outdated SEO metrics, the pitfalls of last-touch attribution, and why shifting to a revenue-influence mindset is essential.

You’ll hear what modern SEO looks like in a reve...

This week on GTM Live, Carolyn sits down with Dave Boyce, Executive Chair at Winning by Design and longtime SaaS builder, to explore why GTM systems are breaking, and what modern companies must do differently to build for predictable, customer-centered growth.

They dive into what Dave calls “the layers of sediment” that have built up over time, e.g. commissions, org design, reporting structures, and outdated dashboards, and why those legacy systems are misaligned with today’s buying behavior.

They also talk about the real challenges CROs are facing right now: Deals are harder to win, o...

This week on GTM Live, Carolyn and Trevor walk through a practical, step-by-step breakdown of how companies should be measuring GTM performance—beyond the outdated funnel reports and measurement models that most teams are still relying on.

This episode is structured like a mini masterclass: You’ll learn the real stages of the GTM revenue factory, what metrics to track at each one, and how to spot the signals that lead to qualified pipeline before opportunities even exist.

They also cover how most common GTM measurement systems fail, and what leading companies are doing instead, and...

This week on GTM Live, Carolyn unpacks one of the most deeply ingrained—but damaging—habits in B2B go-to-market: measuring success based on which department sourced the deal.

While many marketing leaders know this approach doesn’t reflect reality, changing it is hard, especially in legacy orgs with outdated attribution models, internal inertia, and leadership that still demands simple answers to complex questions.

In this solo episode, Carolyn breaks down the real problem: measuring performance by team creates siloed decision-making, warped incentives, and misses what actually moves buyers through the funnel.

You’ll hear...

This week on GTM Live, Carolyn sits down with Megan Bowen, CEO of Refine Labs, to unpack why so many B2B companies are pouring budget into paid media, and still missing revenue targets.

They break down what’s really going wrong: not too much paid media, but too much spend on a strategy that doesn’t convert. Pipeline is down. Revenue is down. And yet, the response is often to spend more, not better.

You’ll hear why performance marketing often fails to deliver real outcomes, how misaligned KPIs drive bad decisions, and what separa...

This week on GTM Live, Carolyn and Trevor unpack the 9 go-to-market dysfunctions quietly derailing growth at even the most ambitious B2B companies.

They dig into why so many teams, despite big budgets, headcount, and tools, are still struggling to drive efficient growth.

Spoiler: it’s not the people. It’s the system.

You’ll hear why fragmented data, financial secrecy, and siloed ownership are causing misalignment across marketing, sales, finance, and CS. And what it takes to rebuild GTM as a unified, accountable system.

Trevor breaks down the real role of Rev...

This week on GTM Live, Carolyn sits down with Nick Flamini, host of the Sales Architecture Podcast, to explore the real reasons most go-to-market teams are still struggling—despite all the headcount, tools, and budget.

They dig into the myth of “more BDRs = more pipeline,” and why most organizations are missing the data, architecture, and cross-functional alignment required to scale efficiently.

Carolyn explains why “go-to-market bloat” is a symptom of deeper system issues, not bad people. She shares how Passetto is helping companies rethink how they connect marketing, sales, finance, and RevOps through a unified GTM data l...

Most SaaS teams claim they’re “doing PLG,” but very few are doing it well.

This week on GTM Live, Carolyn and Trevor sit down with Wes Bush, CEO of ProductLed, to unpack why product-led growth often fails—and what to do about it. They explore why PLG isn’t just a pricing model or trial strategy, but a deep, systems-level shift that most teams underestimate.

Wes shares the “PLG iceberg” framework: how surface-level features (like a free trial) are only a fraction of the equation, and what’s really beneath the waterline. Carolyn draws parallels to GTM...

Everyone’s analyzing win rates, but too few teams are asking the harder question: how did that opportunity even begin?

This week on GTM Live, Trevor and Carolyn break down the most overlooked stage in go-to-market: what happens before a lead becomes a lead. They unpack why early-funnel signals (the ones that come before forms, meetings, or MQL scores) are where your growth strategy is made or broken.

They explain why it’s not enough to measure performance after the fact, and how traditional attribution misses the hidden work happening in the earliest phases of pipe...

Everyone’s trying to grow pipeline, but only few companies are measuring the part of GTM that actually creates it.

This week on GTM Live, Trevor and Carolyn expose why the early-stage “signals” that actually drive pipeline are the ones most teams ignore.

They dig into the real problem: teams aren’t tracking signals across the entire pipeline creation journey. Instead, they're relying on last-touch or deal source attribution that tells you nothing about what’s actually working. Trevor explains why so many GTM decisions are disconnected from cost and impact, while Carolyn shares why she believ...

This week on GTM Live, Carolyn and Trevor dive into the messiness of go-to-market strategy: overspending on pipeline, bad attribution models, and why marketers are often stuck doing RevOps jobs.

Carolyn breaks down the trap of chasing new logos without clear ROI, while Trevor shares how his IT-to-marketing journey led to launching Passetto to fix these exact issues. They get into why data architecture matters before building strategy, and how single-touch attribution is holding teams back.

Stick around for listener Q&A, lessons learned from the trenches, and real talk on what actually drives growth.<...

After a month-long sabbatical that took him across Australia, New Zealand, and Fiji, Chris Walker returns to Revenue Vitals with a life-changing announcement. 

In this deeply personal episode, Chris reveals a profound shift in his perspective and purpose that has led him to hand over hosting duties to Carolyn Dilks (Co-Founder and Managing Partner @ Passetto) who will be rebranding the show to “GTM Live”, while he embarks on a new mission. 

Sharing intimate details about his personal transformation through self-reflection and experiencing "operating system upgrades," Chris outlines his new mission for helping others unlock their innate...

In this unique episode, Chris shares the unfiltered audio from a consulting call with an entrepreneur. Chris offers advice from his personal experience building multiple businesses to 7 and 8 figures in revenue.

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

Why raising VC money might be a sign that your business model needs rethinking

The advantages of bootstrapping a SaaS company to $5-10M ARR

How a SaaS + services model creates better financial outcomes and product development

Why "slow is fast" in building sustainable businesses

The dangers of r...

Today’s episode is a live fireside chat recorded at Warmly’s office, where Chris covers why smaller software companies can move faster than larger ones, what customers actually want versus what they say they need, and practical ways to measure what matters in marketing. 

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

Why smaller companies have distinct advantages over $100M+ companies today 

The critical importance of making customers successful with your product (not just selling it) 

How AI is accelerating product development and changing business operations 

Why competitive...

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 uncomfo...

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 mar...

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

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 & Sal...

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 futur...

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...

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...

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

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

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 s...

In this episode, Chris Walker shares why many companies have GTM efforts that fail to deliver the expected results, which can often result in missing out on hundreds of millions of dollars of shareholder value. 

He breaks down the root causes—disconnected teams, poor data, and misaligned goals—and provides actionable steps to address them.

Key topics include:

Why the CEO—not the CFO—should be responsible for fixing GTM efficiency.

The inefficiency of traditional KPI systems and how they hinder strategic decision-making.

How to align GTM strategies across finance...

In this episode, Chris Walker talks with host Nick Flamini about practical ways to improve go-to-market strategies, strengthen the connection between finance and marketing, and make small teams more effective with AI.

Key topics include:

Why CFOs should lead the go-to-market planning model that drives how marketing operates.

The inefficiencies in traditional SDR roles and how to rethink sales processes with AI and full-cycle AEs.

Why companies must adopt a portfolio approach to marketing investments to maximize ROI.

The fallacy of blanket advice and how businesses can find the...

In today's episode, Chris shares how AI will completely redefine GTM strategies over the next 18 months, including its impact on RevOps, marketing efficiency, and SaaS companies overall.

Key topics include:

How AI is transforming low-level marketing, design, and ops roles.

The shift towards smaller, AI-enabled teams with higher efficiency.

Why "free advice" from platforms like LinkedIn can be costly for businesses.

The future of intellectual property and thought leadership in a world driven by AI.

The critical need for CFOs to lead go-to-market efficiency and strategy.

Today’s episode is possibly the most unique episode ever published on Revenue Vitals. 

It's the audio from a private coffee meeting I had with an entrepreneur who is looking to start an agency. 

Note - You will only be able to hear my audio, but I think you’ll get a lot of value from it.

I shared my recent learnings around topics like:

Lessons learned from building multiple businesses

Getting to $20k / month as a solo-consultant vs. scaling an agency

How to optimize pricing

Diff...

In today’s episode, I’m sharing my interview on The Long Game podcast where we covered a variety of great topics like:

Being Misunderstood on LinkedIn

Attribution is a Tool (Not the Answer)

Reimagining the Role of the CMO

Demand Creation vs. Brand Awareness

Bootstrapping vs. Venture Capital

Why SaaS + Services is a Great Model

LinkedIn's B2B Potential

And more…

Welcome to Revenue Vitals, a weekly show where Chris Walker challenges the traditional status quo of B2B go-to-market strategies, covering areas like Digital Demand, RevOps, Sales Development, and GTM Strategy.

In this episode (GTM Live #38), Chris talks about:

Why attribution models are more of the problem than the solution

The limitations of traditional KPI systems in marketing and sales

Breaking away from the inbound vs. outbound debate

How a factory-like GTM structure can streamline pipeline creation

The challenges of working with partners and the pitfalls of...

Chris Walker joins Erik Jacobson (CEO at Hatch.fm) to talk through Chris's recent update to his strategic narrative, POVs, and messaging at Passetto, which has resulted in generating more pipeline and revenue in the month of October alone than all of 2024 combined up to that point.

Listen to this episode to hear Chris’s framework on how to turn what you say (your message) into 10x growth.

Welcome to Revenue Vitals, a weekly show where Chris Walker challenges the traditional status quo of B2B go-to-market strategies, including Digital Demand, RevOps, Sales Development, and GTM Strategy. 

In this episode (from GTM Live #37), Chris talks about:

Listen to this full episode to hear how these frameworks can transform your company’s GTM approach.

***

If you wa...

In this week’s live event, Chris discusses the insights he gained from attending the Pavilion Go-To-Market 2024 conference. He critiques the prevalent issues plaguing current marketing and sales strategies, emphasizing the importance of efficient pipeline creation as a determinant of successful business operations. He reflects on the conference's average content but highlights the value of networking and real-world insights gathered from industry leaders.

Chris dissects the persistent pipeline problems faced by companies and communicates the necessity for a cross-functional alignment involving CEOs, CFOs, and boards to rectify marketing inefficiencies. He stresses the detrimental effects of outdated growth me...

In this week’s live event, Chris is joined by Tom Wentworth, CMO of Recorded Future, to discuss the intricate collaboration between marketing leadership and finance. They dive deep into the often-overlooked aspect of bringing business acumen into financial planning, emphasizing the importance of marrying marketing metrics with business objectives to drive enterprise value. With Recorded Future's forthcoming acquisition by Mastercard, Tom shares valuable insights on aligning marketing strategies with organizational growth goals.

The conversation shifts to annual planning and the use of marketing metrics that truly reflect a company's health. Chris and Tom examine the pitfalls of...

In this week’s live event, Chris is focused on reinforcing the importance of unified metrics and financial acumen. He also covers marketing efficiency, effective brand marketing strategies, and the role of ROI in driving business success. Addressing listener feedback and industry misconceptions, Chris provides a comprehensive analysis of marketing performance metrics. He argues against the widespread undervaluation of marketing ROI, emphasizing its crucial role in achieving pipeline targets. Chris highlights how a misalignment in understanding these metrics can lead to significant revenue loss, illustrated by a case study involving a company with a $95 million pipeline deficit.

Ch...

In this week’s live event, Chris is joined by finance expert David Spitz to dig into the intricacies of go-to-market efficiency, a crucial metric for SaaS companies. As businesses navigate 2025 planning and budget setting, understanding key performance indicators is indispensable. David provides a detailed exploration of how public SaaS companies are evolving in their approach to marketing efficiency, following the dramatic shifts seen post-2021 due to economic pressures and the end of the "growth at all costs" era.

By examining data from about 80 public SaaS companies, David highlights the decline in growth rates from 34% in 2021 to a...

In this week’s live event, Chris starts by discussing the misconceptions surrounding marketing ROI within the B2B space. He criticizes the conventional wisdom that overly focuses on attributing ROI at the campaign level and stresses the necessity of examining ROI from an entire department perspective. This shift, he argues, allows for more creative and impactful marketing strategies that align better with business-level outcomes.

Throughout the episode, Chris discusses real-world scenarios, including his consultation with a large SaaS company struggling with declining marketing efficiency. He emphasizes the importance of viewing the GTM strategy as a cohesive "re...

Chris joined moderator Asaf Azulay and a group of founders and CEOs on Team8 Marketing’s Acceler8 Workshop.

Chris covers the most common B2B Marketing mistake that he sees companies make when it comes to scaling: financial planning process relating to GTM programs. He talks about how this leads to overlapping costs and nobody focused on creating net new demand for their product or service. He also recommends having business KPIs that are separate from Attribution, so that you can more easily find a root cause of any issues. He also answers audience questions, giving tactical ad...

In this week’s live event, Chris is joined by Jacco van der Kooij, founder of Winning by Design, to discuss the nuances of running your Go-to-Market strategy as a revenue factory. The session kicks off with discussions on the pivotal role of GTM and how the focus has shifted towards growth, efficiency, and sustainability in today's economy. Jacco draws from his vast experience to explain how businesses need to transition from a 'growth at all cost' mindset to one that emphasizes unit economics and sustainable scaling.

The episode covers essential concepts such as the "revenue architecture fr...

Chris joined Andrew Kappel, host of the Leader Leverage Podcast, to talk about his transition into a leadership role and how that’s affected his perspective on GTM strategies. Chris outlines the critical leverage points in early-stage businesses and emphasizes the significant impact of engaging with actual customers to refine products and services. He discusses the foundation of Passetto, explaining how it merges financial and go-to-market data to enable CEOs and CFOs to make strategic decisions based on comprehensive, real-time insights. 

Key Takeaways:

Leverage Points in Business Development: Listening to customers and iterating based on the...

In this week’s live event, Chris covers the optimization of go-to-market efficiency, presenting practical examples using realistic data. He explores the critical importance of KPI stacks and revenue breakpoints, spotlighting real company scenarios and offering strategic insights. 

Highlights include combating poor unit economics, balancing marketing experiments with immediate ROI needs, and unifying metrics for executive clarity. 

He also answers questions about successful metrics for evaluating marketing performance and the importance of strategic reallocation.

The next Expert Session, featuring Malin Wijenayake will take place on September 17 at 11am central. Register here. 

If yo...

In this week’s live event, Chris shares invaluable insights into how SaaS companies can strategically optimize their marketing and sales spend to enhance their enterprise value. This episode focuses on the correlation between go-to-market efficiency and revenue multiples, presenting findings that challenge the conventional wisdom of growth-at-all-costs in favor of more sustainable, efficient business practices.

This discussion brings to light why traditional metrics might not suffice in today's market conditions. Chris walks through the new concept of GTM efficiency percentage and breaks down its calculation method. From clarifying the inclusion of customer success costs to discussing th...

Chris joined Ishaan Shakunt, founder @ Spear Growth, on the TLDR podcast to talk about outbound marketing, offering a stark contrast to traditional high-volume approaches. Chris emphasizes the importance of strategic, personalized outreach over sheer quantity, focusing on the sender's credibility, the specificity of the offer, and the optimal timing of outreach. He breaks down the tools and methodologies he employs, including LinkedIn Sales Navigator and RB2B for identifying potential leads and outlines the manual, thoughtful process he follows to ensure each interaction is meaningful and impactful.

Chris also highlights the significance of crafting compelling, unique offers...

In this week’s live event, Chris covers revenue planning for 2025, the fundamental differences between KPI metrics and attribution, and the importance of clear segmentation in go-to-market strategies. Chris highlights the crucial distinction between key performance indicators (KPIs) and attribution metrics in business planning. He offers actionable advice on identifying revenue inefficiencies, understanding unit economics, and aligning go-to-market efforts with company-wide objectives. Chris advises against the segmentation of responsibilities by attribution sources, such as marketing or sales, and instead promotes a holistic approach to evaluating performance metrics. For businesses grappling with complex revenue models, Chris's insights serve as a ro...

Chris Walker joins Erik Jacobson, CEO at Hatch, to host a LinkedIn strategy masterclass, covering strategies, evolving trends, and practical tips. Chris starts by reflecting on his LinkedIn journey, from starting in his living room to becoming one of the highest producing content creators on the platform. Chris and Erik discuss how LinkedIn's algorithm has changed, the significance of fresh content, and the enormous opportunities that the platform offers for B2B companies.

Chris explains the nuances of his LinkedIn strategy, emphasizing the importance of persistence and content that resonates with the intended audience. The conversation moves...

In this week’s live event, Chris discusses the complexities of unit economics, pipeline coverage, and go-to-market efficiency. He starts the session with a deep dive into the concept of revenue breakpoints and how they serve as critical metrics for analyzing business scalability from $20 million to $100 million ARR. Chris stresses the importance of improving economic efficiency around pipeline creation and aligning sales resources to meet financial guardrails.

Following the detailed discussion on revenue breakpoints, the episode transitions into actionable insights on measuring and improving unit economics. Chris explores how declining win rates and ineffective pipeline coverage strategies ca...

Chris joined Adam Kitchen live to talk about building momentum with content marketing in the B2B space. Chris shares his expert insights on setting the right KPIs and metrics, distributing content effectively, and ensuring it differentiates in a competitive landscape. He offers a fresh perspective on creating net new knowledge and leveraging technology like AI to bolster content creation and distribution.

Chris emphasizes the importance of a thorough understanding of customer issues and iterating solutions based on tangible feedback. He also reflects on his journey, explaining the significance of engaging directly with customers to refine messaging...

In this week’s live event, Chris starts with detailing essential strategies for sustaining business growth and optimizing go-to-market efficiencies. Chris emphasizes the importance of leveraging the slow month of August to build momentum for the end of the year, advocating for relentless dedication and a willingness to perform tasks others avoid.

Moving into the intricacies of scaling businesses, Chris introduces models and frameworks like the “Revenue Factory” by Winning by Design to explain the predictable breakpoints companies face on their journey from startup to billion-dollar valuations. He offers insights into the twelve revenue breakpoints, stressing the import...

Chris joined David LaCombe to talk about essential mindsets for B2B marketers. David applauds Chris for his insightful teachings and delves into the critical role of mindset for marketers aiming to succeed in the B2B space. The discussion explains how understanding business objectives leads to crafting effective marketing strategies, changing market perceptions, and achieving significant business objectives.

The conversation transitions into Chris's personal career journey from engineering to marketing leadership, shedding light on the value of financial discipline and deep market understanding. Both emphasize the importance of young marketers developing comprehensive business acumen and the...

In this week’s live event, Chris started by covering the complexities and nuances of go-to-market strategies for B2B companies, focusing on the pivotal roles of the CEO and CFO. He discusses the seasonality of sales cycles, particularly the impact of summer months on deal closures, and how companies should align their forecasting and budgeting strategies accordingly. Chris also emphasizes the importance of understanding the broader go-to-market machine rather than just focusing on departmental tactics.

Chris introduces a compelling factory analogy to describe go-to-market operations, explaining that inefficiencies and misalignments in the supply chain (i.e., ma...

Chris joined Mike Dias on the Scaleup Valley podcast to explore his career journey and the founding of Refine Labs and Passetto. He begins by discussing his early work in B2B companies, where he noticed a disconnect between market trends and traditional go-to-market strategies. His pivot to marketing in 2016 paved the way for the creation of Refine Labs in 2019. Chris shares his observations on the shift in market dynamics with rising interest rates and investor expectations pivoting towards profitability and efficiency, which prompted him to start Passetto.

Expanding on his vision for the future, Chris elaborates...

Thank you all so much for listening to B2B Revenue Vitals as we hit our 200th episode!!

In this week’s live event, Chris explores the intersection of marketing, finance, and sales, emphasizing the importance of a cohesive go-to-market strategy. Chris kicks off the conversation by emphasizing the critical need for alignment across various functions within an organization. Drawing from his recent experience consulting with executive teams, he underscores the emerging role of a cross-functional leader to bridge the gaps between finance, sales, marketing, and operations.

Reflecting on the July Expert Session with Tom We...

Chris was joined by Tom Wentworth, CMO @ Recorded Future, to talk about GTM programs and Marketing ROI. Their discussion focused on guiding marketers aspiring to senior roles, offering rich insights into account selection, demand creation, and the relationship between marketing and finance.

Tom emphasizes the importance of narrowing down account focus, even for large enterprises, suggesting that a smaller, targeted set of accounts can yield better results. They dig into practical challenges and solutions in demand creation, attributing their lower cost per opportunity to a more strategic allocation of marketing spend. Tom’s advocacy for direct mail as...

Chris Walker joins Erik Jacobson, CEO at Hatch, to host a full hour AMA on Content Creation. This session dives deep into the nuances of content strategy, focusing on the importance of integrating various content forms—such as podcasts, social media, YouTube, and blogs—into a unified strategy that aligns with business goals. Chris and Eric discuss how content is no longer solely a marketing responsibility but should involve the entire go-to-market team, including sales and customer success departments.

Throughout the episode, Chris elaborates on how to establish a strong content strategy by understanding and framing customer prob...

In this week’s event, Chris talks marketing budgets, unit economics, and go-to-market strategies. Kicking off with a company update from Passetto, Chris shares the exciting news of their expanding team and the positive trend in customer renewals, signaling early success. He emphasizes the importance of unit economics in marketing, debunking the myth that budget constraints are the primary issue for CMOs.

Chris highlights the stark differences between average and high-performing companies, discussing how effective investment in marketing and SDRs can drastically alter business outcomes. He elaborates on the benefits of deletion over addition in marketing strategy, ad...

In this week’s event, Chris shares his recent reflections and insights following a rejuvenating vacation in Italy. He emphasizes the importance of taking breaks to gain new perspectives on business strategies and operations. Through a holistic approach, he discusses everything from achieving marketing efficiency and improving sales win rates to the evolving role of AI in the marketing landscape. His strategic insights are aimed at optimizing the go-to-market strategy, offering plenty of actionable advice for entrepreneurs and business leaders.

Chris shifts into the concept of a unified go-to-market strategy, discussing how connecting different departments and aligning th...

Chris joined Peter Conforti on the Good Content series to discuss a range of critical topics in B2B Marketing and SaaS. From dissecting LinkedIn’s algorithms to redefining go-go-market strategies in the current economic environment, Chris brings a wealth of knowledge and practical insights to the table. 

Chris kicks off the discussion by sharing his observations on LinkedIn’s evolving algorithms and its impact on follower engagement. He then goes into the metrics that really matter for marketers, emphasizing the importance of quality inbound DM’s over mere post reach. The conversation covers the nuanced strategies needed...

Chris joined Josh Wagner and Justin Gray on the Cheat Code podcast to explore transformative marketing strategies and the critical role of customer understanding in today’s business landscape. Chris shares his journey from the early days of his career to becoming a leading figure in B2B marketing, emphasizing the need for qualitative research and the ability to pivot based on customer insights. 

Chris believes that the ultimate “cheat code” in marketing is to understand your customers better than anyone else. Highlighting how qualitative research can provide actionable insights, he talks about his personal experiences and the imp...

Chris joined Alan Zhao on a live event for Warmly.ai for a discussion on Signal-Based Sales. Chris provides an in-depth exploration of what signal-based selling entails and why it is revolutionizing B2B go-to-market strategies. He outlines the advantages of using first party and third party signals to optimize sales outreach, detailing how this method outperforms traditional cold outreach or inbound motions reliant solely on MQLs.

The discussion shifts to the practical side of implementing signal-based sales, including how to manage and analyze these signals effectively. Chris offers insights on leveraging data to determine the most...

In this week’s event, Chris discusses the recently released 2024 Gartner CMO Survey and its implications for marketing budgets, strategies, and benchmarks within the B2B space. Chris provides his critical perspective on the validity and applicability of this benchmark data for different company sizes and industries. He stresses the importance of interpreting these surveys carefully, especially when they are primarily derived from large enterprise companies, and not necessarily applicable to smaller or early-stage firms.

Throughout the discussion, Chris emphasizes the necessity of marketing leaders understanding and communicating effectively with their finance teams. He highlights how CFO’s sk...

Chris was joined by Kyle Coleman, as they talk about Marketing in competitive categories. Chris and Kyle explore the vital strategies companies need to adopt to stand out in saturated markets, focusing on the power of differentiation, effective positioning, and leveraging novel technologies like generative AI.

They discuss Kyle's rich experience in hyper-competitive industries, from his days at Looker and Clari to his current role at Copy AI. They emphasize the importance of having a unique message and strategy to compel potential customers and drive business success. Kyle shares invaluable insights into the balance between speed and...

In this week’s event, Chris discusses crucial aspects of a B2B marketing strategy, planning for fiscal years, and the importance of reevaluating business approaches mid-year to ensure targets are met. As Q2 comes to a close, Chris shares his thoughts on navigating the planning process for the rest of 2024, emphasizing the potential shift in investment strategies companies might consider to maintain or adjust their growth trajectories, especially amid varying economic pressures.

Throughout the discussion, Chris critiques traditional approaches in event marketing and budgeting, underlining the importance of measuring actual ROI from events and contrasting it wi...

Get ready to dive deep into the intricacies of building a content engine for dark social. Chris Walker joins Erik Jacobson, CEO at Hatch, to unpack the essentials of creating compelling and sustainable content that powers your marketing strategy. Chris shares actionable insights on leveraging dark social, unique content strategies, and overcoming the common pitfalls marketers face.

He emphasizes the pivotal role of organic social media content in contemporary marketing, debunking the misconceptions around its effectiveness. Key discussions include defining dark social and explaining its significance, creating high-impact content engines, and operationalizing content production efficiently. Whether you're...

Chris joined Pablo on the Product Market Fit show, to talk about scaling growth with the right mindset in marketing. Chris discusses his journey from product manager to founder and CEO of Refine Labs, and now his new venture, Passetto. The conversation provides valuable insights into the zero to one phase of startups, the challenges of scaling a business, and the importance of balanced go-to-market strategies.

Chris shares his experiences in launching successful products in the medical technology sector and outlines the importance of understanding customer needs in product development and marketing. He also dives into the...

In this week’s event, Chris discusses recent market developments, particularly focusing on Salesforce's Q1 earnings report, and their implications for the B2B tech landscape. He analyzes Salesforce’s unexpected revenue miss and its impact on the SaaS market, providing invaluable insights for go-to-market leaders and individual contributors alike. Chris also shares his unique perspective on how companies can navigate slower growth rates, longer deal cycles, and the evolving focus on profitability over growth.

Central to the discussion is the recommendation for businesses to optimize their core processes rather than merely increasing expenditure. He s...

Chris Joined Omri Hurwitz to talk about the evolution of his experiences in B2B Marketing. Their conversation goes into the shifts in B2B marketing over the past five years, from lead generation to holistic demand generation, and how Chris's insights have impacted the industry.

The past twelve months have brought significant changes in how B2B tech companies are valued and how efficiently they can acquire customers. Chris highlights that bloated expenses and departmental silos are crippling many businesses. Implementing smart cost-cutting strategies and focusing on an integrated view of marketing and revenue are crucial...

Chris Joined Artem Gladkikh, CEO of Signum.Ai, to talk through Chris's career and ideas on go-to-market strategies and AI’s impact on marketing. They give tips for B2B companies on improving marketing and making better decisions with data. 

Chris discusses why B2B companies should adapt to current customer online behavior and engagement. He talks about the role of online communities and the need for relevant content. Chris believes AI will make content creation better, take over repetitive tasks from sales reps, and sharpen data analytics for smarter decisions.

Chris points out problems wit...

From the FounderVideo Podcast:

“Chris Walker discusses the average CAC payback period at private SaaS companies, which is between 48 and 60 months. He explains that public SaaS companies have seen their sales and marketing expenditure almost double over the past two and a half years. Private SaaS companies, on the other hand, have seen their CAC payback period increase due to slowing growth rates. Walker emphasizes the need for smart cost-cutting and efficient marketing investments. He also highlights the disconnect between finance and go-to-market teams and the importance of signal-based analytics in measuring ROI. The conversation covers various to...

In this week’s event, Chris discusses the intricate world of B2B marketing, sharing his latest insights on content creation, the contrasting objectives of revenue leadership & CFOs, and the transformative strategies for pipeline efficiency. With potent advice and real-world experiences, Chris unpicks the often-misunderstood dynamics between key business departments.

The episode begins with a stark reminder of the difference between perceived and actual content performance on social networks. Chris candidly reflects on his own experiences with posts, challenging the common equating of ‘likes’ with success, especially within B2B content strategy. The conversation then t...

Chris was joined by Peep Laja for an in-depth conversation on messaging. Dedicated to unraveling the significance of target customer insights, the discussion digs into the tangible impact that effective messaging and validation can have on demand generation strategies and sales velocity. This session is a deep dive into the processes and methodologies used in message testing and the resulting ability to sharpen go-to-market approaches.

The dialogue initially sets the stage with a high-level overview of the necessity of message testing, followed by a practical guide on conducting this qualitative research. Peep provides a compelling rationale on...

In this week’s event, Chris discusses issues in the B2B tech sector, focusing on go-to-market bloat. He explains that both public and private SaaS companies are seeing slower growth and rising customer acquisition costs (CAC).

Chris highlights the need for B2B companies to reevaluate their sales and marketing spending due to a shift towards prioritizing profitable growth. He mentions that there are many trackable indicators of buyer interest that are not currently being monitored, which could improve the efficiency of go-to-market spending.

If you want to have a conversation wi...

Chris joined Drew Smith on the Attribution Nation podcast to unravel the complexities of marketing attribution and strategy. The conversation sheds light on the benefits and pitfalls of attribution models within B2B marketing, and Chris articulates his evolving viewpoint on the subject, offering illuminating insights that challenge conventional thinking.

Chris shares his journey from the medical device industry to founding Refine Labs and now leading Passetto, highlighting the inefficacies he observed in traditional marketing roles and the transformative digital demand strategies he implemented. With an adept understanding of customer behavior and market dynamics, he makes a...

Chris joined Justin Norris on RevOps FM to discuss new perspectives on B2B marketing and evolving go-to-market strategies. Chris introduced the idea of 'signals' in marketing analytics to track customer interest throughout the sales cycle. The episode covers differences between signal providers, aggregators, and analytics. Chris explains their roles and possible developments in signal tracking. He also points out flaws in the current go-to-market models and proposes a single, more effective approach for better financial performance.

Chris focused on how businesses should prioritize profitability and growth while cutting costs, especially given the current...

In the latest episode of "Revenue Vitals," Chris talks through changes in B2B finance and the impact to GTM strategies. He outlines the importance of shifting from growth at all costs to a strategy that emphasizes sustainable, efficient growth.

Chris talks through the current landscape; SaaS companies aren't growing as fast as before while it’s becoming more expensive to get new customers. He highlights how businesses should reconsider where they're putting their money to come up with new strategies that fit with current market conditions.

If you wa...

Chris joined Alan Zhao to talk about the evolution of B2B Go-To-Market tactics. Chris offers an insightful analysis of contemporary, data-oriented go-to-market strategies, emphasizing the essential role of analytics and data-centric decision-making in aligning sales and marketing initiatives with the changing patterns of buyer behavior.

Chris provides an in-depth examination of the fundamental transition from conventional sales-driven frameworks to a modern methodology that gives precedence to demand generation and the strategic use of indicators within B2B marketing. He highlights the imperative for organizations to evolve in response to the sophisticated B2B purchaser, who is...

Are skyrocketing CAC, decreasing LTV, and over-spending on ineffective demand generation tactics causing bloat in your go-to-market engine?

You're not alone 👀

Go-to-Market teams across tech and other sectors are grappling with these issues, and it's time to take control.

From this recording you'll gain valuable insights on how to navigate the complexities of GTM bloat and emerge with a leaner, more effective approach. Kyle and Chris will share their expertise and discuss practical strategies for success, including:

⚡️ Optimizing ad spend and demand generation channels to boost ROI

⚡️ Do...

In this week’s event, Chris starts by sharing his vision for 2024 as a pivotal year for mid-market companies, with a focus on the economic viability and the pivotal shifts expected in the market. He elaborates on the intricate financial benchmarks, like the Rule of 40, which can signal tough times for companies with negative growth rates. He further emphasizes the importance of optimizing go-to-market strategies, noting that many companies overlook this vital aspect in their pursuit of growth.

Following this, Chris takes a deep dive into the world of signals in marketing, differentiating between to...

Chris joined the Podcast Gurus to talk about creating content and its power in the B2B space. They cover the challenges of B2B marketing and highlight important factors for growth and scalable demand gen programs.

Chris discusses the common mistakes in marketing strategies and emphasizes the importance of data for insights. He talks about practical tactics and corrects wrong ideas about marketing investments. The episode is about improving marketing strategies that meet customer expectations and current market trends. It includes SEO content and aims to clearly explain effective marketing and the role of executives.

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 eve...

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...

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 in...

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...

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 th...

Chris joined the GTM Mavericks podcast to dive into the evolving landscape of B2B go-to-market strategies, highlighting the significance of signal-based selling and analytics. As a keen observer and influencer of market trends, Chris shares his experiences and introduces Passetto, a company combining technology and services to help businesses interpret data confidently.

The conversation uncovers the challenges companies face in discerning valuable signals amidst an overflow of data that often leads to ineffective investment allocation and sales team overwhelm. Chris orchestrates a deep dive into the distinctions between signal providers and signal analytics, underscoring the essence...

Chris delivered a keynote at this spring’s Qualified Pipeline summit. The event kicks off by diving into Chris's motivation for transitioning from the services industry to starting a software company offering GTM strategy as a service. The discussion offers a prime opportunity for businesses to comprehend the challenges and patterns that can dictate success in digital demand.

Chris shares a candid reflection on the inefficiencies plaguing B2B companies, emphasizing a data-driven approach to revitalize go-to-market strategies. The conversation leads into the intricacies of GTM signal, stressing how reliable data serves as the backbone of successful de...