Navigating Go-To-Market Efficiency

In this episode, Chris Walker shares why many companies have GTM efforts that fail to deliver the expected results, which can often result in missing out on hundreds of millions of dollars of shareholder value. 

He breaks down the root causes—disconnected teams, poor data, and misaligned goals—and provides actionable steps to address them.

Key topics include:

• Why the CEO—not the CFO—should be responsible for fixing GTM efficiency.

• The inefficiency of traditional KPI systems and how they hinder strategic decision-making.

• How to align GTM strategies across finance, marketing, sales, and RevOps.

• How flawed data architecture leads to misaligned budgets and reduced pipeline efficiency.

• The importance of early-warning metrics like pipeline efficiency to avoid costly performance degradation.

• Practical ways to integrate financial data with CRM insights for better executive-level decisions.

• Why AI, SDRs, and marketing teams must unite under a shared accountability framework.

• Transforming the prospecting engine: A case for marketing-led SDR management.