The Impact of Company Culture on B2B Marketing Success

What’s up everyone, today we have the pleasure of sitting down with Chris Golec, Founder & CEO at Channel99.

Summary: The Godfather of ABM takes us through his humble beginnings in Detroit's industrial trenches to category creation and entrepreneurial expeditions. His journey spans building magnetic company cultures, cracking the code on remote work, sharing candid hiring wisdom, and transforming marketing failures into fuel for growth. Now building Channel99, he's rewriting attribution with a touch of AI engineering, predicting marketing ROI, using a white box approach.

About Chris

• Chris started his career in the manufacturing world, working at DuPont and then GE where he moved from Engineering, Sales and Marketing roles
• The first startup he co-founded was a supply chain enterprise software where he also had the role of VP of Marketing, He grew the company to 75 people and raised $10M in VC. After only 6 years he sold to i2 Technologies for $380M 
• A few years after his exit, Chris started his next company, Demandbase, the well known ABM platform. Along a 13 year journey as CEO he would create and lead the category of ABM software, hiring more than 1,000 people and crossing the elusive 200M in revenue
• Today Chris is on his 3rd company, Channel99, an AI powered attribution platform for B2B marketers

From Industrial Paint Lines to Silicon Valley

Chemical engineering graduates in Detroit followed a well-worn path: automotive paint lines, waste treatment facilities, and methodical career progression through established industry giants. The conventional trajectory promised stability but offered minimal room for pioneering new ground. This reality sparked Chris's pivotal decision to pursue innovation beyond Motor City's industrial confines.

DuPont's Delaware operations presented an intriguing opportunity to spearhead European manufacturing technology adoption in the US market. The role demanded technical expertise while cultivating strategic thinking, setting the stage for an unorthodox career evolution. Engineering polymer sales, though seemingly mundane, opened doors to Boston's dynamic business landscape, where GE recognized potential in this chemical engineer turned sales strategist.

The 1990s tech boom transformed the West Coast into a crucible of innovation. As GE's industry marketing lead for high-tech materials, Chris orchestrated global deals with Apple and HP, bridging the gap between traditional manufacturing and Silicon Valley's emerging titans. The experience revealed a stark reality: technical expertise alone created opportunities, but market understanding determined success. In 1995, this insight drove Chris and fellow GE engineers to launch Supply Base, despite their complete unfamiliarity with software development.

Supply Base embodied Silicon Valley's audacious spirit. A team of engineers, armed with industrial experience but zero software knowledge, secured funding through sheer determination. The venture grew into a profitable enterprise, culminating in an exit that coincided precisely with the market peak on March 13, 2000. Yet amid this success, frustration brewed. B2B marketing remained technologically underserved, a gap that became increasingly apparent as Supply Base scaled. This observation planted seeds for future innovations in marketing technology, proving that sometimes the most valuable insights emerge from professional pain points.

Key takeaway: Career evolution thrives on identifying market gaps and embracing unconventional paths. Chris's journey demonstrates how technical expertise combined with market understanding creates opportunities for innovation, especially when traditional industry boundaries blur in the face of technological advancement.

Why Top Talent Gravitates to Companies with Purpose-Led Culture

Creating genuine company culture runs deeper than the usual corporate playbook suggests. Demandbase's remarkable journey illuminates how sustained, intentional investment in organizational DNA attracts and retains exceptional talent. Chris discovered through years of leadership that authenticity, transparency, and meaningful impact serve as the bedrock of thriving workplace environments, transcending typical office perks or superficial initiatives.

Demandbase's cultural investment materialized into tangible recognition, propelling them to the tenth spot among 500,000 companies on Glassdoor by 2016. The achievement reflected genuine employee satisfaction measured through independent surveys rather than manufactured accolades. This momentum persisted as the company consistently earned "Best Places to Work" distinctions throughout the Bay Area, validating their approach to fostering genuine workplace connections.

The company's distinctive approach integrated philanthropy seamlessly into their organizational fabric. A partnership with Stop Hunger Now transformed from an office-wide meal-packaging initiative into a stadium-scale operation at their annual customer conference. This resonated profoundly with their marketing-focused clientele, spawning similar programs across multiple organizations. Additional initiatives supporting women's education and the Challenge Athlete Foundation enabled employees to contribute meaningfully beyond their B2B software focus, creating ripple effects throughout the industry.

Cultural development demands attention from inception, though its manifestation evolves with company growth. While Series A funding often marks the formal introduction of HR functions and recruitment strategies, companies under 20 employees thrive when leadership directly shapes and nurtures cultural foundations. The rise of remote work introduces new challenges, requiring deliberate effort to maintain community through strategic in-person gatherings and shared experiences that transcend virtual boundaries.

Key takeaway: Purpose-driven culture requires deliberate cultivation from day one. Organizations that prioritize authentic connections, maintain radical transparency, and create opportunities for meaningful impact naturally attract and retain exceptional talent. This foundation enables sustainable growth while fostering genuine employee satisfaction and engagement.

Why Remote Work Fails Junior Employees (And Soars for Veterans)

Remote work demands a brutally honest examination beyond the standard flexibility narrative. The stark reality reveals a complex equation where career stage, personality type, and organizational DNA collide to determine distributed success. During a pre-pandemic executive assessment at Demandbase, the remote work preference split tracked perfectly along introvert-extrovert lines, foreshadowing the fundamental role of personality in distributed work effectiveness.

Career stage emerges as the make-or-break factor in remote work dynamics. Fresh graduates and early-career professionals require an apprenticeship period that Zoom simply cannot replicate. The professional polish developed through observing seasoned colleagues handle meetings, presentations, and workplace politics creates an invisible foundation for later career success. Close CRM's remote-first model crystallizes this reality; they exclusively hire veteran professionals with 10+ years of experience, acknowledging that virtual environments demand battle-tested practitioners who learned their craft in the trenches of traditional offices.

The SDR experience at Demandbase's New York office illustrates this principle in vivid detail. Post-pandemic, a group of SDRs met face-to-face for the first time, creating an impromptu laboratory for examining remote work's limitations. Physical proximity unlocked a treasure trove of professional development opportuniti...