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Content provided by Omniscient Digital, Allie Decker, David Ly Khim, and Alex Birkett. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Omniscient Digital, Allie Decker, David Ly Khim, and Alex Birkett or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://staging.podcastplayer.com/legal.
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Chris Walker on the CMO's Dilemma, Attribution, and Modern GTM Strategy

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Manage episode 453622511 series 3520258
Content provided by Omniscient Digital, Allie Decker, David Ly Khim, and Alex Birkett. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Omniscient Digital, Allie Decker, David Ly Khim, and Alex Birkett or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://staging.podcastplayer.com/legal.

In this insightful episode of The Long Game Podcast, Alex Birkett speaks with Chris Walker, CEO of Passetto and host of the B2B Revenue Vitals podcast. Chris shares his bold perspectives on the evolution of B2B marketing, highlighting the need for customer-centric strategies and challenging conventional practices like attribution modeling and demand generation. He explores the role of CMOs in bridging business outcomes with marketing execution and discusses how marketing must adapt to meet the demands of modern go-to-market structures. From innovative mental models to actionable strategies, Chris delivers thought-provoking insights for marketers and executives looking to drive growth and build sustainable systems.

Key Takeaways

  • Customer-Centric Marketing is Essential: Chris emphasizes listening to customers to extract patterns and validate insights, making marketing strategies more aligned with real-world needs.
  • Demand Creation vs. Brand Awareness: Demand creation goes beyond awareness, focusing on making customers understand their problems and prioritize solutions—a step critical for B2B success.
  • Flaws in Attribution Models: Attribution should not be a political tool for assigning credit but a resource for answering critical business questions and improving outcomes.
  • The Evolving Role of CMOs: CMOs should focus on business KPIs rather than departmental silos. Splitting brand-building and pipeline creation functions could lead to better alignment and results.
  • Balancing Art and Science in Marketing: Marketing strategies should integrate creative approaches with data-driven processes to adapt to different stages of business growth.
  • The Power of Process and Scale: Early-stage businesses thrive on creativity and agility, but as companies grow, systems, data, and processes become critical to sustain and scale operations.

Show Links

Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.

Some interviews you might enjoy and learn from:

Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)

Building Competitive Marketing Content with Sam Chapman (Aprimo)

How to Build the Right Data Workflow with Blake Burch (Shipyard)

Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)

Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)

Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:

Blue Ocean vs Red Ocean SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

  continue reading

228 episodes

Artwork
iconShare
 
Manage episode 453622511 series 3520258
Content provided by Omniscient Digital, Allie Decker, David Ly Khim, and Alex Birkett. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Omniscient Digital, Allie Decker, David Ly Khim, and Alex Birkett or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://staging.podcastplayer.com/legal.

In this insightful episode of The Long Game Podcast, Alex Birkett speaks with Chris Walker, CEO of Passetto and host of the B2B Revenue Vitals podcast. Chris shares his bold perspectives on the evolution of B2B marketing, highlighting the need for customer-centric strategies and challenging conventional practices like attribution modeling and demand generation. He explores the role of CMOs in bridging business outcomes with marketing execution and discusses how marketing must adapt to meet the demands of modern go-to-market structures. From innovative mental models to actionable strategies, Chris delivers thought-provoking insights for marketers and executives looking to drive growth and build sustainable systems.

Key Takeaways

  • Customer-Centric Marketing is Essential: Chris emphasizes listening to customers to extract patterns and validate insights, making marketing strategies more aligned with real-world needs.
  • Demand Creation vs. Brand Awareness: Demand creation goes beyond awareness, focusing on making customers understand their problems and prioritize solutions—a step critical for B2B success.
  • Flaws in Attribution Models: Attribution should not be a political tool for assigning credit but a resource for answering critical business questions and improving outcomes.
  • The Evolving Role of CMOs: CMOs should focus on business KPIs rather than departmental silos. Splitting brand-building and pipeline creation functions could lead to better alignment and results.
  • Balancing Art and Science in Marketing: Marketing strategies should integrate creative approaches with data-driven processes to adapt to different stages of business growth.
  • The Power of Process and Scale: Early-stage businesses thrive on creativity and agility, but as companies grow, systems, data, and processes become critical to sustain and scale operations.

Show Links

Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.

Some interviews you might enjoy and learn from:

Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)

Building Competitive Marketing Content with Sam Chapman (Aprimo)

How to Build the Right Data Workflow with Blake Burch (Shipyard)

Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)

Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)

Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:

Blue Ocean vs Red Ocean SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

  continue reading

228 episodes

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