B2B Marketing Is Changing

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.

• 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.

• The Future of GTM and Sustainable Growth with Chris Walker

  Gerhardt asks Walker how marketing’s place in the business has changed. Walker describes bringing CRM and finance information into the same conversation about efficiency. Their exchange also considers uses for a podcast beyond generating leads, a distinction worth making before a channel is judged against a revenue target.