234 | Why Are Go-To-Market Strategies Evolving Faster Than Ever | Chris Walker, CEO of Refine Labs

Chris Walker, the chairman of Refined Labs and CEO of Assetto, discusses his background in B2B companies and his new venture, Pesetto. He emphasizes the need for a new strategy in B2B marketing that focuses on profitability and efficiency. Chris also shares his vision for building an ecosystem of complementary B2B go-to-market technology and managed services. He talks about his transition from CEO to chairman and offers advice for others facing a similar stage in their careers.

Key Takeaways

"We need to figure out a new strategy for marketing that doesn't involve high volume lead generation." "There is a shift happening in the market where companies need to build a profitable, efficient growth and go-to-market engine." "The goal is to build a portfolio of complimentary specialized companies that handle different things from go-to-market operations, go-to-market strategy, analytics, advertising, content creation, website design, AI automated outbound." "We discuss the importance of having marketing, sales, customer success, and product aligned on the same page." "Content is one of the most effective channels to produce pipeline and generate conversations that might turn into opportunities, proposals, and deals." "A hybrid talent model inside a B2B company is the appropriate way to run most functions."

Chapters

00:00 Introduction and Background 01:02 Chris's Career in B2B Companies 02:01 The Need for a New Strategy in B2B Marketing 04:38 Building a Data Structure for Informed Decision-Making 06:11 Creating an Ecosystem of Complementary B2B Go-to-Market Solutions 07:24 Transitioning from CEO to Chairman: Finding the Right Path 10:02 Understanding Your Leadership Strengths and Preferences