This episode is a deep dive into Chris Rack's blueprint for marketing resilience in a down economy.  Chris, the CEO of MRP, connects B2B marketers with revenue-propelling demand solutions across the buyer journey. Chris’s 17+ years in B2B sales and marketing technology include scaling organizations from sub $10M to $80-$100M annual revenue. His journey reflects a commitment to driving success for teams and clients, fueling MRP’s mission of impactful B2B connections via advanced account intelligence. In this insightful episode, Chris shares his expertise on the nuances of marketing strategies in today's fluctuating market. From discussing the balance between demand capture and demand generation to exploring effective budget allocation for SaaS companies, Chris provides valuable insights into maximizing marketing efforts with limited resources.  He also touches on the impact of generative AI and product-led growth in the current economic landscape, offering practical advice for CMOs and marketing leaders. Tune in to hear how to get your marketing plans approved by your CEO in a tough economy and more with Chris Rack! -- Mentioned Resources: Gong - Revenue intelligence platform Sybill.ai - AI personal assistant for Sales Lavender.ai - AI sales emails coach Regie.ai - Generative AI platform for Sales teams Clay Labs - Personalized AI email platform -- Timestamps: [00:00] Introduction[03:00] MRP's Demand Gen Solutions[03:38] Demand Generation vs. Demand Capture[06:16] Demand Gen is a long game[07:20] Doing more with less and growth expectations[11:07] How to think about budget reallocation in an uncertain economy[15:52] Podcasting as a demand capture & demand gen channel[18:48] How to get your marketing plan approved by your CEO & CFO[26:16] Misconceptions about Product-Led Growth[33:10] Is keeping your Tech Stack worth it in a tough economy?[34:31] The 3 tools a marketer can't live without[37:54] The role of Generative AI in marketing[44:06] Unveiling MRP's secret sauce