Aligning Marketing with Business Goals

In this episode, Chris Walker shares how GTM teams can achieve better results. He breaks down the steps revenue and marketing leaders can take to understand their spending, measure their impact, and drive more effective outcomes.

Key topics include:

• Transitioning from growth-at-all-costs to efficiency-first strategies

• The critical role of financial data in optimizing GTM investments

• How to build a closed-loop feedback system for greater pipeline efficiency

• The problem with blanket cost-cutting and why it doesn’t solve GTM inefficiencies

• Rethinking the marketing leader’s role: From tactician to strategic revenue driver

• The concept of marketing as a portfolio of investments and how to optimize it

• Why marketing and sales alignment is critical but often misunderstood