B2B Revenue Vitals

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 Predictions for 2025: Centralized decision-making, smaller teams, and AI-native organizations The pitfalls of relying on outdated KPIs like MQLs and demo requests Why traditional attribution models hinder strategic decision-making How AI will reshape GTM strategies and why data architecture is critical The shift from RevOps to a more streamlined approach to operations Chris’s vision for post-sale functions: Aligning customer success with measurable outcomes Strategies for improving per-rep productivity and scaling efficiently – Thanks to our friends at Hatch for producing Revenue Vitals and all of Chris’s short-form video and YouTube content. Hatch is a video-first content agency that creates short-form video content, video podcasts, original video series, and YouTube videos for B2B companies. Visit www.hatch.fm to learn more.

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 The most effective way to source weekly content topics Who should be the face of your content brand Why distribution won’t save bad strategy How to measure results from content The future of content creation roles – Thanks to our friends at Hatch for producing Revenue Vitals and all of Chris’s short-form video and YouTube content. Hatch is a video-first content agency that creates short-form video content, video podcasts, original video series, and YouTube videos for B2B companies. Visit www.hatch.fm to learn more.

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 strategic revenue driver The concept of marketing as a portfolio of investments and how to optimize it Why marketing and sales alignment is critical but often misunderstood – Thanks to our friends at Hatch for producing Revenue Vitals and all of Chris’s short-form video and YouTube content. Hatch is a video-first content agency that creates short-form video content, video podcasts, original video series, and YouTube videos for B2B companies. Visit www.hatch.fm to learn more.

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, marketing, sales, and RevOps. How flawed data architecture leads to misaligned budgets and reduced pipeline efficiency. The importance of early-warning metrics like pipeline efficiency to avoid costly performance degradation. Practical ways to integrate financial data with CRM insights for better executive-level decisions. Why AI, SDRs, and marketing teams must unite under a shared accountability framework. Transforming the prospecting engine: A case for marketing-led SDR management. – Thanks to our friends at Hatch for producing Revenue Vitals and all of Chris’s short-form video and YouTube content. Hatch is a video-first content agency that creates short-form video content, video podcasts, original video series, and YouTube videos for B2B companies. Visit www.hatch.fm to learn more.

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 right strategies for their unique circumstances. Why bootstrapping to $10M ARR is the new benchmark for success. How to transform event participation into a high-ROI strategy without costly trade show booths. The shift to AI-powered small teams and why they’re outperforming large, traditional teams. Rethinking inbound marketing and why it no longer serves as the best practice for B2B companies. Listen to the full episode to learn actionable strategies for building a more efficient and effective revenue engine. – Thanks to our friends at Hatch for producing Revenue Vitals, and all of Chris’s short-form video and YouTube content. Hatch is a video-first content agency that creates short-form video content, video podcasts, original video series, and YouTube videos for B2B companies. Visit www.hatch.fm to learn more.

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. Restructuring RevOps for transformational growth. How smaller, agile companies can outpace legacy SaaS giants. Predictions for 2025 and beyond: The convergence of AI, SaaS, and results-oriented pricing. Chris also discusses his evolving philosophy on entrepreneurship, leadership, and content creation. Listen to today's episode to learn how you can prepare for the future of GTM, and win. – Thanks to our friends at Hatch for producing Revenue Vitals, and all of Chris’s short-form video and YouTube content. Hatch is a video-first content agency that creates short-form video content, video podcasts, original video series, and YouTube videos for B2B companies. Visit www.hatch.fm to learn more.

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 Differences in business needs at various growth stages (e.g., early-stage startups vs. mature organizations) Using financial models and unit economics to drive strategic decisions Structuring equity and compensation to incentivize long-term employee retention The challenges with stock options and equity in startup and growth-stage businesses The power of creating content on LinkedIn + podcasts as a Founder Listen to this full episode, and let me know if you’d like me to create more content around these topics for Founders and CEO’s. – Thanks to our friends at Hatch for producing Revenue Vitals, and all of Chris’s short-form video and YouTube content. Hatch is a video-first content agency that creates short-form video content, video podcasts, original video series, and YouTube videos for B2B companies. Visit www.hatch.fm to learn more.

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… – Thanks to our friends at Hatch for producing Revenue Vitals, and all of Chris’s short-form video and YouTube content. Hatch is a video-first content agency that creates short-form video content, video podcasts, original video series, and YouTube videos for B2B companies. Visit www.hatch.fm to learn 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 PLG models The critical role of RevOps in strategic GTM alignment Redefining SDR roles and the value of integrated data And more… Listen to this full episode to learn how you can reshape your company's go-to-market approach for greater efficiency and growth. – GTM Live is a weekly live event every Tuesday at 12pm CST. Register here to have Chris answer your specific questions. – Thanks to our friends at Hatch for producing Revenue Vitals, and all of Chris’s short-form video and YouTube content. Hatch is a video-first content agency that creates short-form video content, video podcasts, original video series, and YouTube videos for B2B companies. Visit www.hatch.fm to learn more.

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. —- Thanks to our friends at Hatch for producing Revenue Vitals, and all of Chris’s short-form video and YouTube content. Hatch is a video-first content agency that creates short-form video content, video podcasts, original video series, and YouTube videos for B2B companies. Visit www.hatch.fm to learn more

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: Who should own the GTM strategy (hint: it’s not the CMO) Why GTM should function like a factory Post-sale reporting lines Attribution vs. business-level KPI’s CMO & CEO alignment LTV:CAC vs. GTM Efficiency Larger vs. smaller team dynamics And more… Listen to this full episode to hear how these frameworks can transform your company’s GTM approach. *** 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 Revenue Vitals, and all of Chris’s short-form video and YouTube content. Hatch is a video-first content agency that creates short-form video content, video podcasts, original video series, and YouTube videos for B2B companies. Visit www.hatch.fm to learn more.

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 methodologies and proposes a shift towards a model that better reflects true business performance. He maintains that outdated concepts fill boardroom discussions, preventing effective problem-solving and strategic advancements. He points to the ripple effects of such misalignment - increased CAC, decreased growth efficiency, and deceptive performance metrics. 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

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 traditional marketing metrics and highlight how marketing leaders can better prepare for board meetings and annual strategy planning. The dialogue outlines the significance of FP\&A in marketing processes and explores Tom's approach to integrating financial metrics into marketing planning. Keywords like pipeline creation, win rates, and ROI underline the episode, making it valuable for marketing professionals and business strategists looking to enhance their financial alignment. 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

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. Chris Walker also tackles the skepticism around brand marketing, asserting that an effective blend of marketing investments translates to tangible business results. He busts the myth that only performance marketing yields measurable outcomes by illustrating the dynamics of performance marketing inefficiencies and the long-term ROI benefits of brand marketing. This episode serves as a clarion call for better integration of financial acumen in marketing roles, urging professionals to adapt their strategies to ever-evolving market demands.  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

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 median of 17%, driven by various macroeconomic factors. Despite reduced sales and marketing expenditures, the cost of acquiring new revenue has increased significantly, doubling compared to previous years. The episode further illustrates the link between go-to-market efficiency and enterprise value, offering insights into how companies can adjust their strategies to ensure sustainable growth and better valuation.  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

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 "revenue factory," where various departments work together harmoniously to drive core business metrics. He shares insights on diagnosing and resolving inefficiencies by using data smarter, stressing the dangers of being too granular with metric segmentation and the flaws of the four-funnel model that many companies adopt.  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

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 advice and feedback for early stage companies.  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

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 framework," the importance of GTM efficiency, and the measurement of net new ARR. Jacco provides a comprehensive explanation of how companies can adopt a factory model approach to their GTM strategy. He discusses the significance of production lines and the categorization of high-touch to low-touch models, and how these can be leveraged to drive cost-efficient, scalable, and durable growth. The conversation also touches on common hurdles faced by companies, the declining availability of IPO slots, and the impact of market dynamics on revenue generation. 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

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 their feedback helps refine services and identify target markets. Integrating Marketing and Financial Data: Passetto aims to bridge the gap between CRM and financial data, helping executives understand why business metrics are changing and what actions to take. Role of CEO and CFO in Go-to-Market Strategies: Strategic reallocation of budgets and resources should be driven by executives with a comprehensive view of the company's performance, not just department-level metrics. The Necessity of Blending Technology and Services: Combining BI tools with consulting helps businesses not merely track metrics but also make informed strategic decisions. Transformation Through Technology: Passetto’s unique approach positions it not as a competitor to typical SaaS companies but as a modern alternative to consulting giants like McKinsey or Gartner. – The next Expert Session, featuring Malin Wijenayake will take place on September 17 at 11am central. Register here.  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

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 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