Why FP&A Fails at Supporting Go-To-Market and How to Fix it with Chris Walker
In this episode of FP&A Tomorrow, host Paul Barnhurst (aka "The FP&A Guy") sits down with Chris Walker to explore the intersection of finance, marketing, and sales. They break down why most companies struggle with measuring the return on go-to-market investments and how finance teams can step up to own and optimize this critical function. Chris shares his unconventional yet data-driven approach to revenue operations, highlighting how traditional marketing and sales attribution models are broken and what companies should do instead.
Chris Walker is a visionary in B2B go-to-market strategies…
The skinny
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