Marketing, Sales and Revenue Operations with Chris Walker - 206

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

Questions Answered:

• How did you suddenly start to appear in everyone feed’s and gain a following?
• How do we design for the future?
• Where did your appreciation for doing the work come from?
• What are some biases that Sales folks have about marketing?
• Why don’t we do anything with the information we read or have access to?
• What are some biases that marketing folks have about sales?
• How does technology play a role?
• What mistakes do we make when thinking about brand?
• What are some buyer journey mistakes we make?

Key Takeaways:

• Spent time working for others and getting good at my craft. I loved learning and tended to move outside of the function I was doing within those companies.
• Be aware of where you gravitate
• Sports, competitiveness helped me to work hard.
• You can work harder than others.
• Sales becomes a lot easier when you do marketing well.
• Change your intent with your activities. Help people without expecting them to buy.
• Ask yourself, “Is this the most important thing I can be doing?”
• Buyer has to go from 0% buying to 100% buying. How do we move buyers to a place where they want to talk to our Sales Reps?
• The idea that once a marketer passes a lead to sales, they are no longer responsible for it is something to challenge. Take responsibility for your piece of the puzzle.
• Discipline forces you to change your behaviors.
• Focus on your customer and then reverse engineer.
• Marketing is very simple.
• You need people in your organization to challenge the things you do today and find ways to make them better.
• The idea of more things will generate more results is something I challenge because typically it creates a lot of inefficiencies. 
• People that are smart and who execute will win.
• Brand is created based on the feeling you create inside of people.
• Mistakes are made when we don’t distinguish when execution is brand execution or sales activation execution. 
• Typically the average number of videos someone needs to see before being comfortable requesting a demo is 60.
• The buyer journey is not linear.
• Communicate in ways that aren’t salesy but are educational and objective.

Show Links: 

• Chris on LinkedIn
• Refine Labs website
• State of Demand Gen Podcast 

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