Business
In this episode, Mike talks with Chris Walker about marketing, sales, revenue operations and alignment. Chris is the CEO of Refine Labs. Questions Answered: How did you suddenly start to appear in everyone feed’s and gain a following? How do we design for the future? Where did your appreciation for doing the work come from? What are some biases that Sales folks have about marketing? Why don’t we do anything with the information we read or have access to? What are some biases that marketing folks have about sales? How does technology play a role? What mistakes do we make when thinking about brand? What are some buyer journey mistakes we make? Key Takeaways: Spent time working for others and getting good at my craft. I loved learning and tended to move outside of the function I was doing within those companies. Be aware of where you gravitate Sports, competitiveness helped me to work hard. You can work harder than others. Sales becomes a lot easier when you do marketing well. Change your intent with your activities. Help people without expecting them to buy. Ask yourself, “Is this the most important thing I can be doing?” Buyer has to go from 0% buying to 100% buying. How do we move buyers to a place where they want to talk to our Sales Reps? The idea that once a marketer passes a lead to sales, they are no longer responsible for it is something to challenge. Take responsibility for your piece of the puzzle. Discipline forces you to change your behaviors. Focus on your customer and then reverse engineer. Marketing is very simple. You need people in your organization to challenge the things you do today and find ways to make them better. The idea of more things will generate more results is something I challenge because typically it creates a lot of inefficiencies. People that are smart and who execute will win. Brand is created based on the feeling you create inside of people. Mistakes are made when we don’t distinguish when execution is brand execution or sales activation execution. Typically the average number of videos someone needs to see before being comfortable requesting a demo is 60. The buyer journey is not linear. Communicate in ways that aren’t salesy but are educational and objective. Show Links: Chris on LinkedIn Refine Labs website State of Demand Gen Podcast Work With Catalyst Sale: Listen to our free resource (this podcast) and then put the action items into practice. Share your work with us via Twitter or hello@catalystsale.com Invest in a Catalyst Sale course - self directed. Find our courses here Hire us as a consultant/advisor within your team or organization Thank You Please send listener questions and feedback to hello@catalystsale.com or contact us directly on twitter, facebook or LinkedIn. This podcast is brought to you by Catalyst Sale - you can learn more about Catalyst Sale, and the products and services we provide via the following links. Growth Acceleration - Plateau Breakthrough Product Market Fit