In this episode, Mike talks with Chris Walker about marketing, sales, and revenue operations. Chris is the Founder and CEO of Refine Labs.

Key Takeaways:

• It’s the mindset of the executives at the highest level that drive everything down. 
• The first tree to plant is a ridiculously intimate understanding of your customers.
• It’s often marketing on the hook for continued growth.
• Figure out your logical benchmark conversion rate that you should be aiming for. Is there a gap?
• Focus long-term on brand, not sales.
• The failure of marketing comes in 2 buckets:
  • The CMO doesn’t know what they are doing
  • The metrics created force the CMO to operate in a certain way.
• Strategy:
  • Capture existing demand. Do they find you when they are looking?
  • Create new demand. Do this in a targeted way that drives product consideration and product awareness.
  • Focus on organic brand marketing.
• People don’t set-up the environment to tell you the truth. Go into it objectively.
• Center everything around customer intimacy.

Show Links: 

• Chris on LinkedIn
• Refine Labs website
• State of Demand Gen Podcast 
• Episode 206 of The Catalyst Sale Podcast with Chris Walker

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