Chris Walker joins Alex McNaughten to usher in the new year with a blend of professional updates and deep dives into the complexities of B2B go-to-market strategies. Kicking off with personal announcements, Chris sets the stage for a detailed exploration of the challenges confronting B2B firms in the ever-evolving digital marketing scene. As Chris unveils plans for his portfolio of companies, the conversation shifts toward critical aspects of analytics and go-to-market strategies that B2B companies grapple with. Chris shares his experiences and the discerning perspectives gained from providing consultancy services. He breaks down the misalignments between modern customer behaviors and traditional business strategies, offering listeners an array of appealing and intuitive insights into refining B2B operations.