Chris Walker, CEO of Pasetto and Executive Chairman of Refine Labs, shares his expertise in B2B go-to-market strategies. He discusses why finance struggles with measuring marketing ROI and how they can optimize go-to-market investments. Chris advocates for finance's proactive role in shaping business strategy, emphasizing the importance of collaboration with marketing and sales teams. He challenges traditional attribution models and stresses aligning customer data with financial insights to enhance decision-making and drive profitability.