Chris joined Sam Nicholson on the Untold Insights Podcast to chat about navigating the integration of sales and marketing strategies grounded on customer-driven data analysis. The discussion focuses on the complex aspects of market engagement navigated by businesses today. Chris provides an expert analysis of the innovative strategies that are leading to success in the field. Chris highlights the critical shift in B2B marketing that occurred in 2017 when corporate leaders began acknowledging the essential role of marketing in the expansion of their companies. He asserts that the most significant challenge currently facing B2B companies is the mastery of go-to-market data and analytics. By advocating for both efficiency and effectiveness, Chris elaborates on the method of differentiating between assumptions and legitimate insights by meticulous evaluation of existing data. His examination has unearthed substantial findings, including the identification of extensive financial waste in Google Ads and various other notable inefficiencies. Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm