Alan Zhao, a marketing and analytics expert, joins Chris to discuss the evolution of B2B Go-To-Market tactics, emphasizing the importance of data-driven decision-making and demand generation. They explore the challenges in traditional revenue models, the shift in B2B buying behavior towards trust in peer recommendations, and the optimization of go-to-market strategies through signal-based analytics. The conversation delves into the need for transformational changes in B2B companies and the future of revenue optimization in business operations.