Dave Gerhardt, Chief Brand Officer at Drift, joined Chris for another Demand Gen Expert Session, this time on the topic of "Marketing and Sales as One Team." Obviously, Marketing and Sales are quite different. But at the end of the day, their end goal should be revenue. By thinking of the two as working together rather than working towards completely separate goals, both t...

Marketing is the best tool growth stage companies have, not sales. But how does the founder/CEO play a role in driving marketing performance? The problem with most early-stage B2B SaaS companies is there is a lack of customer understanding leading the product roadmap. For the leadership to positively impact marketing, they need to start by understanding the customer. Segme...

When Sydney Sloan walked into Salesloft three years ago they were optimizing for MQLs. Marketing had no efficiency. Salespeople were overwhelmed with low intent leads. Conversions were low. When Sydney took over as CMO, she wasn't interested in the vanity metrics that were being measured up until that point. She wanted to eliminate waste and increase marketing effectivenes...

Marketers love to hate on "vanity" metrics, and rightfully so. But the problem is, they are misdiagnosing vanity metrics and using the real vanity metrics to make strategic decisions. I'm talking about MQLs, eBook downloads, website visits, blog views, etc. These may have been important KPIs back in 2011 when marketing's only goal was to find fit and feed leads to sales. B...

You don't need more budget. In fact, less budget would probably help you do a lot more with your marketing dollars. The sad truth is that marketing teams across industries almost universally wasting money. Poor strategy and even worse execution can't be helped by more budget. And most marketing teams are converting at less than .1%. In this episode, Chris talks about how t...

If you're in sales you're certainly thinking, "Demos?! Really??" And our answer is a resounding, Yes! But there's a small catch. It's time for marketers to rethink what a demo consists of. In the past (and as we record this podcast), a demo is when you go on a website, fill out a form and request to talk to a salesperson to see it in action. But as a marketer, your goal in...

Positioning is the foundation on which your business is built. But most business leaders don't fully understand what good positioning is, let alone how to execute it successfully. In this episode, Chris talks one-on-one with April Dunford, widely regarded as one of the top minds on the subject matter. April goes through her 5 components of positioning that every organizati...

What if I were to tell you that the way that you measure attribution is driving terrible business decisions and leading to huge amounts of wasted dollars? If you've been listening to this podcast for any period of time, you know that in order to make good strategic marketing decisions in 2021 and beyond, you need to fundamentally shift the way you think about attribution. ...