B2B Revenue Vitals

By: B2B Refine Labs
  • Summary

  • Welcome to the new B2B Revenue Vitals podcast, formerly State of Demand Gen. On this podcast, you’ll learn how to build a high-growth company from Refine Labs' CEO, Chris Walker. From proving new revenue programs to identifying and scaling programs that work, to training your team to operate at scale, you will understand what it takes to create a predictable pipeline of revenue innovation that drives compounding gains. Through interviews, AMAs, and invite-only events, we give you a sneak peek into the data-backed insights we are executing for the fastest-growing SaaS companies in the world.
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Episodes
  • RV237 - Stop Overcomplicating Marketing Measurement | Go To Market Live Episode 44
    Feb 18 2025

    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 uncomfortable truths about building a business

    • The real reason most CMOs can't fix marketing measurement, even when they want to (hint: it's not about their skills or dedication)

    • How marketing leaders can be empowered to focus on their core strengths rather than ROI spreadsheets

    • Finding the right balance between over-complicating and over-simplifying marketing measurement approaches (and what to actually track)

    • How companies waste millions on marketing programs while scrutinizing much smaller expenses

    • Why most RevOps teams end up grading performance instead of guiding strategy (and how to fix this)

    • A straightforward way to look at marketing data that everyone in the company can understand and trust

    • How companies can avoid spending 18 months building the wrong solution to their marketing measurement problems

    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.

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    52 mins
  • RV236 - The Role of Finance Leaders in GTM Success
    Feb 11 2025

    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 marketing ROI through attribution models

    • How finance can take ownership of GTM efficiency

    • The four key stages of a revenue factory and why companies need to rethink pipeline creation

    • The impact of content strategy on brand awareness, demand generation, and revenue growth

    • Why finance leaders should actively participate in GTM strategy rather than just measuring its outcomes

    • How Chris is building Passetto and Refine Labs to solve the GTM efficiency problem

    Thanks to our friends at Hatch for producingRevenue 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.

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    1 hr and 5 mins
  • RV235 - Create A High Performing GTM Engine | with Sangram Vajre
    Feb 7 2025

    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

    • How to build an agile GTM team

    • What the future of marketing leadership looks like

    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.

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    1 hr and 2 mins

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