GTM Live RV237 - Stop Overcomplicating Marketing Measurement | Go To Market Live Episode 44
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Feb 18, 2025 A journey from financial struggle to multi-million dollar success highlights the sacrifices behind entrepreneurship. Discover the hidden costs of success and how B2B companies falter in measuring marketing effectiveness. Learn why CMOs often can't fix measurement issues and how simplifying approaches can lead to better results. Explore the balance between ROI and long-term strategy, and the need for collaboration between marketing and finance to enhance accountability. Uncover methods to avoid wasted resources and ensure everyone has a clear understanding of marketing data.
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Chris Walker's Journey
- In 2019, Chris Walker had $3,000 and student loan debt.
- He built multi-million dollar companies in six years, highlighting the journey's challenges.
Oversimplified Marketing Measurement
- B2B companies often oversimplify marketing measurement by focusing on departmental source lead attribution.
- This approach neglects the interconnectedness of go-to-market functions, similar to a car factory prioritizing material buyers.
Balancing Change
- Maintain current compensation plans but adopt a new data perspective at the executive level for better decision-making.
- Consider a two-pronged approach, allowing old and new models to coexist and gradually transition.