{"version":1,"type":"rich","provider_name":"Libsyn","provider_url":"https:\/\/www.libsyn.com","height":90,"width":600,"title":"134. How to Optimize Your Revenue Engine: Strategies &amp; Tactics with Chris Walker","description":"We're taking a short break over the holidays so I've chosen to re-air a couple of the most impactful episodes - impactful both from a business and a personal perspective.&amp;nbsp; &amp;nbsp; So today, we have the episode with Chris Walker of Refine Labs where we went over his company\u2019s ways of helping B2B companies grow through marketing.&amp;nbsp; &amp;nbsp; Chris comes from a very unique background (engineering) which allows him to look at the full revenue ecosystem rather than breaking it down into silos. &amp;nbsp; If you want your revenue acquisition process to rely on digital to create demand, Chris is the man to call. &amp;nbsp; Join me as we look back to this very insightful episode! &amp;nbsp; We talked about: 1. How an engineering background gave Chris the advantage in marketing [01:36] &amp;nbsp;  Losing his own money as a vital point in his experience [04:20]  2. The gap in the marketplace that Chris saw [06:00] &amp;nbsp; &amp;nbsp;  Removing assumptions that are no longer true [07:53]  3. The benefit of working with a blank slate [08:54] &amp;nbsp; 4. Barriers preventing companies from driving demand from digital [10:13] 5. Attribution is not marketing against sales [12:25] 6. Why you shouldn\u2019t measure social channels the same way with Google [13:14] 7. The first step for founders is to know what they\u2019re good at [20:12] 8. Adspend is a cost of doing business [22:28] 9. Why buyer intent is a critical factor to sales [24:32] 10. The major shifts in the buying process [25:22] 11. Customer success should be part of your product [29:35] 12. Through education, you create awareness [31:38] 13. You don\u2019t really need salespeople [33:33] 14. Companies need a recurring revenue model driven by customer acquisition [35:37] 15. How COVID impacted sales and marketing [38:46] 16. The one thing Chris recommends [41:23] &amp;nbsp; &amp;nbsp; Resource Links:  Brett Trainor Website (https:\/\/bretttrainor.com\/) Download The Growth Readiness Checklist (https:\/\/bretttrainor.com\/resources\/) Refine Labs Website (https:\/\/www.refinelabs.com\/) State of Demand Gen Podcast (https:\/\/podcasts.apple.com\/us\/podcast\/state-of-demand-gen\/id1511588213)  &amp;nbsp; &amp;nbsp; About Our Guest: Chris Walker is the CEO at Refine Labs, a marketing consulting firm focused on growing B2B SaaS companies. Their Revenue Engine Optimization Formula combines revenue operations, growth marketing, and buyer enablement. &amp;nbsp; If you liked this episode, please don\u2019t forget to tune in, subscribe, and share this podcast.&amp;nbsp;   Connect with Chris Walker: LinkedIn: https:\/\/www.linkedin.com\/in\/chris-walker-41597028\/ Twitter: https:\/\/twitter.com\/ChrisWalker171    Connect with me and learn more about growing your business: Email: BT@BrettTrainor.com LinkedIn: https:\/\/www.linkedin.com\/in\/bretttrainor\/ YouTube:  https:\/\/www.youtube.com\/channel\/UCySoKsETeKxu-Fnf2VfE7Gg Facebook: https:\/\/www.facebook.com\/TrainorBrett Twitter: https:\/\/twitter.com\/Brett_Trainor Instagram: https:\/\/www.instagram.com\/bretttrainor\/   If you liked this episode, please don\u2019t forget to tune in, subscribe, and share this podcast. ","author_name":"BizOwner360","author_url":"https:\/\/bretttrainor.com\/podcast\/","html":"<iframe title=\"Libsyn Player\" style=\"border: none\" src=\"\/\/html5-player.libsyn.com\/embed\/episode\/id\/21361898\/height\/90\/theme\/custom\/thumbnail\/yes\/direction\/forward\/render-playlist\/no\/custom-color\/88AA3C\/\" height=\"90\" width=\"600\" scrolling=\"no\"  allowfullscreen webkitallowfullscreen mozallowfullscreen oallowfullscreen msallowfullscreen><\/iframe>","thumbnail_url":"https:\/\/assets.libsyn.com\/secure\/content\/116803103"}