Chris Walker is the CEO of Passetto, a Growth Advisory Firm for SaaS CEOs Scaling from $10MM - $100MM+. Chris helps CEOs and GTM Leaders accelerate growth rate, lower CAC & maximize enterprise value through go-to-market optimization.

In this deep-dive conversation, Chris and I explored the realities of modern B2B marketing and what it takes to drive sustainable growth. We discussed how marketing success extends far beyond traditional metrics like leads and pipeline, and why marketing leaders need to develop strong business acumen to truly impact company performance.

Chris shared his insights from Passetto's first year, including how they've adapted their strategies in response to AI's impact on content creation. He emphasized that while everyone's rushing to pump out content, the real differentiator is building genuine connections with customers and truly understanding their problems.

We covered crucial topics like:

- Why marketing investments need to be viewed through a financial lens

- How unit economics should be a key target for marketing teams

- The power of invite-only webinars for engaging qualified prospects

- Why likes on social media often don't translate to business impact

- The critical role of data architecture in revenue operations

- How to build authentic content strategies that resonate with your audience

Don't forget to subscribe to the podcast for more conversations with industry leaders who are reshaping B2B GTM and growth.

Connect with Chris:

LinkedIn: https://www.linkedin.com/in/chriswalker171/

Passetto: https://www.passetto.com/

Podcast: https://www.youtube.com/watch?v=M3qbZH-0ysI&list=PLnkPVuIF6MO5FkU1c2trJiATku9VVAIhb

Connect with me:

LinkedIn: https://www.linkedin.com/in/finnthormeier/

Website: https://www.project33.io/

Chapters:

Navigating the Complexities of B2B Marketing - 0:00

Lessons from the First Year of Passetto - 3:03

Evolving Content Strategies in the Age of AI - 6:08

Building a Unique Value Proposition - 8:51

The Importance of Customer Connection - 12:09

Adapting Strategies for Different Stages of Growth - 15:04

Finding and Defining Your Point of View - 17:51

The Role of Leadership in Customer Engagement - 21:10

Understanding Customer Problems - 29:08

The Evolving Role of Software Companies - 30:56

Data Architecture and Revenue Operations - 33:34

The Importance of Customer Connection - 36:16

Innovative Content Strategies - 38:23

The Art of Content Creation - 40:48

Authenticity Over Popularity - 46:45

Measuring Content Impact - 52:14

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