Travis and Kevin talk with the Founder and CEO of Refine Labs, Chris Walker, about the future of the SDR role, strategic versus execution branding, the place where many marketers go wrong, and more.Episode Highlights:A classical marketing model: Product, place, price, promotion- a lot of tech makes marketers only focus on promotion- “When you only focus on promotion as a marketer, you stunt the ability to execute well.”Coaching a marketer tied to legacy metrics:You need to find someone to work for that knows what they’re doing, convincing gets oldIf you don’t have budget to travel, ways to get insights:Loss analysisPair qualitative insights with quantitative “The most important step is believing it’s a good use of your time.”Positioning to executives about things they care aboutBridging the sales and marketing alignment gapRevenue break down: Marketing sourced revenue (sales conversion on website)“The North star for marketers should be marketing sourced revenue through an inbound website sales conversion and its contribution to overall revenue.”“We need to start breaking brand into two big buckets: Strategic brand and at the execution level, what drives brand long-term.”Strategic brand- color, logo, messaging, messaging must match what buyers needExecution- brand marketing (driving value long-term that creates awareness about what you do with no direct immediate ROI expectations, knowing that “providing awareness through the value that you bring will create future sales opportunities and will augment outbound sales efforts and will make them more efficient.”“Most marketing executions do not focus on the long-term because of how they’re scored.”“When you think about things in the long-term it changes your behaviors, but you also get better results in the short-term.”“You get more business when you provide value and don’t ask for it.”“Don’t ask for business, provide value and business will come.”“Content marketing is by far the most effective form of business development today when executed properly.”Create value, create your own pipelineSalespeople selling to people who aren’t salespeopleSDRs becoming obsolete They might still be around, but what they do may change a lot in the futureRun experiments with chunks of SDRs to try new thingsSDRs evolving to social media marketing tactics“Always be thinking like you’re the CEO.”“You learn so much more and get exposed to so much more in small companies if you harness the opportunity and take it.”Having patience, skills and meaningful results at several companies will help you in the long run, despite how your pay reflects your impactWay less leads, but converting at a better rate = way more efficiencyFavorite Points:SDRs becoming obsolete They might still be around, but what they do may change a lot in the futureRun experiments with chunks of SDRs to try new thingsSDRs evolving to social media marketing tactics“We need to start breaking brand into two big buckets: Strategic brand and at the execution level, what drives brand long-term.”Strategic brand- color, logo, messaging, messaging must match what buyers needExecution- brand marketing (driving value long-term that creates awareness about what you do with no direct immediate ROI expectations, knowing that “providing awareness through the value that you bring will create future sales opportunities and will augment outbound sales efforts and will make them more efficient.”Always thinking like you’re the CEOTweetable Quotes:“You learn so much more and get exposed to so much more in small companies if you harness the opportunity and take it.”“Always be thinking like you’re the CEO.”“Content marketing is by far the most effective form of business development today when executed properly.”“When you think about things in the long-term it changes your behaviors, but you also get better results in the short-term.”“You get more...