RV237 - Stop Overcomplicating Marketing Measurement | Go To Market Live Episode 44

GTM Live

When Chris Walker looked at his bank account in 2019, he had $3,000 and student loan debt. In this week’s GTM Live episode, he shares an overview of the choices that led to building successful multi-million dollar companies over the next 6 years, and the personal cost of those decisions.

He then spends the majority of the episode examining why B2B companies struggle to measure marketing results effectively, and details the surprising pattern he has seen while helping over 50 companies solve this exact problem.

Here’s what you’ll learn in this episode:

• Some uncomfortable truths about building a business

• The real reason most CMOs can't fix marketing measurement, even when they want to (hint: it's not about their skills or dedication)

• How marketing leaders can be empowered to focus on their core strengths rather than ROI spreadsheets

• Finding the right balance between over-complicating and over-simplifying marketing measurement approaches (and what to actually track)

• How companies waste millions on marketing programs while scrutinizing much smaller expenses

• Why most RevOps teams end up grading performance instead of guiding strategy (and how to fix this)

• A straightforward way to look at marketing data that everyone in the company can understand and trust

• How companies can avoid spending 18 months building the wrong solution to their marketing measurement problems