From marketing plan to revenue plan (with Chris Walker, CEO at Refine Labs)

It's time to rethink marketing planning. It needs to factor in revenue and not drown sales in dead-end leads.Together with Chris Walker, we talked about the problems with planning and how to apply a business mindset to marketing planning. (00:00) - Introduction (04:07) - Planning in reverse (05:34) - The first step - where do you capture demand? (07:50) - Second step - Creating net new demand (09:44) - Serial planning vs overall view (14:06) - The hidden cost of waste (15:40) - What $42 million in spend teaches us (17:40) - Why we're still inefficient with leads (23:33) - Optimal resource allocation (28:13) - Growth goals drive wrong behaviours (32:36) - What do you do about the delta? (37:14) - RevOps is perfectly positioned
You can find Chris on LinkedIn or checkout Refine Labs here.