<p>In this week’s live event, Chris starts by discussing the misconceptions surrounding marketing ROI within the B2B space. He criticizes the conventional wisdom that overly focuses on attributing ROI at the campaign level and stresses the necessity of examining ROI from an entire department perspective. This shift, he argues, allows for more creative and impactful marketing strategies that align better with business-level outcomes.</p> <p>Throughout the episode, Chris discusses real-world scenarios, including his consultation with a large SaaS company struggling with declining marketing efficiency. He emphasizes the importance of viewing the GTM strategy as a cohesive "revenue factory," where various departments work together harmoniously to drive core business metrics. He shares insights on diagnosing and resolving inefficiencies by using data smarter, stressing the dangers of being too granular with metric segmentation and the flaws of the four-funnel model that many companies adopt. </p> <p><br /></p> <p>If you want to have a conversation with Chris and present your current questions, roadblocks, or projects you’re working through, make sure to attend this weekly event every Tuesday at 12 central. <a href="https://us06web.zoom.us/meeting/register/tZUudeisrD8iE9duREIDiqhcRqhOE2gAMyFs" rel="ugc noopener noreferrer" target="_blank">Register here</a>.</p> <p>Can’t make the event but have a question for Chris? <a href="https://forms.gle/WXmegDeCSieb8Hqs9" rel="ugc noopener noreferrer" target="_blank">Submit it here</a>.</p> <p>Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at <a href="https://www.hatch.fm/" rel="ugc noopener noreferrer" target="_blank">www.hatch.fm</a></p>

B2B Revenue Vitals

B2B Refine Labs

RV215 - Fixing Your Broken Marketing ROI | Go To Market Live Episode 32

OCT 4, 202454 MIN
B2B Revenue Vitals

RV215 - Fixing Your Broken Marketing ROI | Go To Market Live Episode 32

OCT 4, 202454 MIN

Description

<p>In this week’s live event, Chris starts by discussing the misconceptions surrounding marketing ROI within the B2B space. He criticizes the conventional wisdom that overly focuses on attributing ROI at the campaign level and stresses the necessity of examining ROI from an entire department perspective. This shift, he argues, allows for more creative and impactful marketing strategies that align better with business-level outcomes.</p> <p>Throughout the episode, Chris discusses real-world scenarios, including his consultation with a large SaaS company struggling with declining marketing efficiency. He emphasizes the importance of viewing the GTM strategy as a cohesive "revenue factory," where various departments work together harmoniously to drive core business metrics. He shares insights on diagnosing and resolving inefficiencies by using data smarter, stressing the dangers of being too granular with metric segmentation and the flaws of the four-funnel model that many companies adopt. </p> <p><br /></p> <p>If you want to have a conversation with Chris and present your current questions, roadblocks, or projects you’re working through, make sure to attend this weekly event every Tuesday at 12 central. <a href="https://us06web.zoom.us/meeting/register/tZUudeisrD8iE9duREIDiqhcRqhOE2gAMyFs" rel="ugc noopener noreferrer" target="_blank">Register here</a>.</p> <p>Can’t make the event but have a question for Chris? <a href="https://forms.gle/WXmegDeCSieb8Hqs9" rel="ugc noopener noreferrer" target="_blank">Submit it here</a>.</p> <p>Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at <a href="https://www.hatch.fm/" rel="ugc noopener noreferrer" target="_blank">www.hatch.fm</a></p>