It's time to rethink marketing planning. It needs to factor in revenue and not drown sales in dead-end leads.

Together with Chris Walker, we talked about the problems with planning and how to apply a business mindset to marketing planning.

(00:00) - Introduction
(04:07) - Planning in reverse
(05:34) - The first step - where do you capture demand?
(07:50) - Second step - Creating net new demand
(09:44) - Serial planning vs overall view
(14:06) - The hidden cost of waste
(15:40) - What $42 million in spend teaches us
(17:40) - Why we're still inefficient with leads
(23:33) - Optimal resource allocation
(28:13) - Growth goals drive wrong behaviours
(32:36) - What do you do about the delta?
(37:14) - RevOps is perfectly positioned

From marketing plan to revenue plan (with Chris Walker, CEO at Refine Labs)