Chris Golec — Founder & CEO, Channel99
Published:
Marketers care about MQLs, but CFOs, CROs and CEOs don't — they care about pipeline and whether there's sufficient pipeline to hit revenue targets. What they want to know is the cost to engage a target account, which correlates to pipeline influence per dollar spent or return on marketing spend.
What does Chris Golec say on B2B Agility with Greg Kihlström?
Chris Golec, Founder & CEO, Channel99, says: This interview with Chris Golec, Founder & CEO of Channel99, explores the limitations of click-centric measurement in B2B marketing and the concept of the ‘dark funnel’ where most influence happens offsite and without tracked clicks. Golec argues for AI-powered view-through attribution and account-level measurement to reveal hidden signals, better allocate budget by pipeline influence per dollar, and shift marketing conversations with the C-suite toward measurable business outcomes.
From: B2B Agility with Greg Kihlström
Cite as: Chris Golec. (2026). On B2B Agility with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/chris-golec-marketers-care-about-mqls-but-cfos-cros-and-ceos-dont-t