Changemaker Chronicles:
Building an Automation Brand that Thrives on the Unknown with Walker Mattox
Marketing isn’t known for standing still. But certainly we can all agree that the pace of that change has reached unprecedented heights. From rapidly-shifting consumer behaviors and the effects of economic uncertainties to the breathtaking speed of AI tools, today's CMOs are navigating challenges that would have been unimaginable just a few years ago. Oh, and they’re doing so with shrinking teams and budgets.
That's why we launched Changemaker Chronicles—a series dedicated to understanding how marketing leaders are adapting, evolving, and thriving in this sometimes-exciting, oftentimes-chaotic environment. We're committed to sharing real insights from real leaders who are making it work, and even thriving, one challenge at a time.
For our inaugural post, we spoke with Walker Mattox, former Founder and CEO of Gray Solutions, who built his company into a recognized leader in automation solutions. Walker's approach to marketing during periods of rapid change offers helpful insights for leaders facing similar crossroads.
The Conversation
Q: What are the biggest changes you've faced as a marketer over the last year?
Walker: One of the biggest changes I've faced over the past few years is the rapid change in buying habits from our B2B customers. Reaching them across all the proper mediums is more exciting than ever before, but can be overwhelming without a strong plan in place.
Our Take: Walker's observation hits at the heart of B2B marketing's current reality—buyers are no longer following predictable paths to purchase. They're researching across LinkedIn, consuming video content, reading peer reviews, and engaging with brands through channels that didn't exist five years ago. We've found that successful B2B brands are those that map these new buyer journeys comprehensively rather than assuming traditional touchpoints still dominate.
Q: How have you adapted to those changes (or have you)?
Walker: First it was important to be very honest about who we could persuade and bring into the business, but more important was to create a message where we were comfortable carving out the people we COULDN'T bring on board. To have a clear, consistent message it has to be laser focused, and too many people try a shotgun approach.
Our Take: It’s hard to deliberately exclude potential customers to strengthen your message, particularly when garnering new business is more competitive than ever. Walker's approach reflects what we call "strategic subtraction"—the discipline of saying no to opportunities that don't align with your core value proposition. The brands we work with that achieve the strongest market position are those brave enough to repel the wrong customers in order to magnetize the right ones.
Q: What advice would you give young marketers about dealing with change?
Walker: Embrace change—as the rate of change continues to accelerate across multiple industries, you have to be adaptable and always keep your head on a swivel to send the best possible message.
Our Take: Walker's advice cuts through the complexity with elegant simplicity—adaptability isn't optional anymore, it's foundational. “Keep your head on a swivel" captures the hypervigilance required for brands today. Viewing change not as a disruption to overcome, but as intelligence to leverage means constantly scanning for shifts in consumer behavior, emerging platforms, and new ways to deliver value.
Why We're Sharing These Stories
At Civilization, we recognize that the challenges facing today's marketers are more complex and interconnected than ever before.
We launched Changemaker Chronicles because we believe that the best way to navigate change is to learn from those who are successfully doing it (or at least commiserate about it). Every brand, regardless of size or industry, is grappling with shifting consumer expectations, tech disruption, economic flux, and the need to remain relevant in an increasingly crowded marketplace.
Our approach is built on understanding that adaptation isn't just about having the right tools or tactics—it's about developing the right mindset, processes, and partnerships to thrive in uncertainty. We work with brands to not just weather the storms of change but to find opportunities within them.
The insights shared by the CMOs and CEOs we’ve talked to reflect what we see every day: successful marketing in today's environment requires a combination of strategic focus, operational flexibility, and the courage to make difficult decisions. It's about knowing when to double down and when to pivot, when to speak up and when to listen, when to lead and when to follow.
As we continue this series, we'll keep sharing these real-world insights from marketing leaders who are making it work. Because in a world that never stops changing, the most valuable resource isn't a perfect strategy—it's the wisdom of those who've learned to adapt and thrive.
Changemaker Chronicles is an ongoing series exploring how marketing leaders navigate change and drive growth in today's dynamic landscape. Have a story to share or want to learn more about how Civilization helps brands adapt and thrive? Reach out to [email protected].