The Champagne Strategy Podcast – Episode 11 – Demand Generation and Growth

2 October 2020

You’ve probably heard him on LinkedIn or from his popular podcast, but today the microphone is reversed and we get to probe a little further into the world of Chris Walker. We ask him all the questions that he doesn’t normally get asked.

If you’ve listened to him online, he shoots from the sales & marketing hip as much as a Texan ranger, but underneath this tell-it-like-it-is personality lies a nuanced, pragmatic professional, completely unbound by convention.

It’s clear, early on that he is privy to the wisdom that only comes from being on the front-line, honing his craft. He’s someone who’s close to customers and executing with deadly precision. This is why we needed to talk.

This isn’t a tactical discussion about any specific channel, but at the same time this is not a fluffy, top-level strategy conversation by any means. This is a warts and all expose on the approaches that work in a modern setting. We get to hear more about the approach he’s been perfecting since he started his own eCommerce businesses in his early 20s and I layer some of my own personal experiences on top as well.

If you work for a B2B SaaS company, which spits out hundreds of blog posts, encouraging people to download vanilla e-book downloads and sink a chunk of your budget into trade shows as your primary lead generation tactic – listening to this episode may be quite confronting. If you’re been brainwashed by martec vendors’ who are all busy trying to convince you about a new phrase they’ve coined which ends in ‘marketing’, then you’ll need to prepare yourself.

This is a must-listen for sales teams, marketing teams, growth teams, executives and founders, especially in the B2B SaaS sector. With that said, the nuggets you’ll get from listening are just as relevant to the broader B2B sector as well. Especially the discussion about metrics and performance.

With so much misinformation and tech vendors peddling their own agendas – it was time to cut through all the BS and get Chris’ take on the current state of demand gen, growth, marketing and sales.