Unified Go-To-Market Live Episode 28 | Revenue Planning and KPIs for 2025

Our reading notes on Chris Walker

• From Burnt Out Founder to Freedom | Rewired Live Podcast w/ Jake Burhans

  Walker looks back at building Refine Labs and reaching revenue targets he once expected would make the business feel secure. In the episode description he says the goal kept moving. That recollection gives a founder a reason to ask what a target is meant to change in their working week.

• The Revenue R&D Framework with Chris Walker

  Walker discusses treating changes in how a company brings in revenue as experiments. The host draws out a practical measurement problem. A program that introduces buyers to a category and one that helps an interested buyer book a call need different signals while each is being tested.

• How to Build a Winning Company Culture in the AI Era | The New Rules of Leadership, Hiring, and Business | HR Superstars Podcast w/ Karina Young

  In Karina Young’s interview, Walker describes bringing collaborators in as contractors for several months so each side can see how the other handles difficult work. His example surfaces something a résumé rarely captures, the effect someone has on the people doing the work with them.