Ep. 477 | Using Intent Data and AI to Maximize Revenue

OnBase: Smashing Sales and Marketing Misalignments

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הוסף לפני seven שנים

תוכן מסופק על ידי Demandbase. כל תוכן הפודקאסטים כולל פרקים, גרפיקה ותיאורי פודקאסטים מועלים ומסופקים ישירות על ידי Demandbase או שותף פלטפורמת הפודקאסט שלהם. אם אתה מאמין שמישהו משתמש ביצירה שלך המוגנת בזכויות יוצרים ללא רשותך, אתה יכול לעקוב אחר התהליך המתואר כאן https://he.player.fm/legal.

All About Change

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Eli Beer & United Hatzalah: Saving Lives in 90 seconds or Less 30:20

לפני 5 ימים30:20

הפעל מאוחר יותר

רשימות

לייק

אהבתי

30:20

Eli Beer is a pioneer, social entrepreneur, President and Founder of United Hatzalah of Israel. In thirty years, the organization has grown to more than 6,500 volunteers who unite together to provide immediate, life-saving care to anyone in need - regardless of race or religion. This community EMS force network treats over 730,000 incidents per year, in Israel, as they wait for ambulances and medical attention. Eli’s vision is to bring this life-saving model across the world. In 2015, Beer expanded internationally with the establishment of branches in South America and other countries, including “United Rescue” in Jersey City, USA, where the response time was reduced to just two minutes and thirty-five seconds. Episode Chapters (0:00) intro (1:04) Hatzalah’s reputation for speed (4:48) Hatzalah’s volunteer EMTs and ambucycles (5:50) Entrepreneurism at Hatzalah (8:09) Chutzpah (14:15) Hatzalah’s recruitment (18:31) Volunteers from all walks of life (22:51) Having COVID changed Eli’s perspective (26:00) operating around the world amid antisemitism (28:06) goodbye For video episodes, watch on www.youtube.com/@therudermanfamilyfoundation Stay in touch: X: @JayRuderman | @RudermanFdn LinkedIn: Jay Ruderman | Ruderman Family Foundation Instagram: All About Change Podcast | Ruderman Family Foundation To learn more about the podcast, visit https://allaboutchangepodcast.com/ Looking for more insights into the world of activism? Be sure to check out Jay’s brand new book, Find Your Fight , in which Jay teaches the next generation of activists and advocates how to step up and bring about lasting change. You can find Find Your Fight wherever you buy your books, and you can learn more about it at www.jayruderman.com .…

לפני שנה 33:09

MP3•בית הפרקים

Episode Summary This episode discusses the evolving role of marketing and how it is adapting to changes in buyer behavior and new technologies like AI. Jens Olivarius shares insights from his extensive career in marketing leadership roles. Key topics include the importance of understanding buyer intent, being relevant and creative in communications and aligning sales and marketing efforts through shared goals and processes. There is discussion about how AI can enhance jobs by automating repetitive tasks and improving products. The importance of focusing marketing efforts on the right target accounts and cutting wasteful spending rather than resources is also covered.

About the guest

Jens Olivariusis the CMO at FE fundinfo, previously being part of the Executive team at MDM Solutions company Stibo, and CMO at SimCorp, a global investment management IT solutions company, following an 18-year career with SaaS Institute where he undertook a variety of sales and marketing roles both in the US and Denmark. He presently resides in the beautiful city of Copenhagen.

Connect with Jens Olivarius

Key takeaways

- Marketing is evolving due to shifts in buyer control and the need for more relevant, creative communications

- Tactics like email are still relevant when used strategically, targeting the right audience at the right time

- AI can enhance jobs by automating repetitive tasks, freeing up time for creativity and strategic work

- Aligning sales and marketing is crucial through shared goals, processes, and a focus on customer experience

- Understanding buyer groups within organizations leads to more effective engagement

- Cutting wasteful spending, not resources, is important when budgets are tight

Quotes
"AI took my job to new levels. And I think that's really what it's about, to a large extent. It's about a new technology, a new set of tools out there that can help you increase productivity." -Jens Olivarius

⁠Connect with Jens Olivarius⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ |⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website

529 פרקים

#Business #B2B Marketing #Marketing #DemandMatrix

Ep. 477 | Using Intent Data and AI to Maximize Revenue

OnBase: Smashing Sales and Marketing Misalignments

published לפני שנה

שתפו

MP3•בית הפרקים

About the guest

Connect with Jens Olivarius

Key takeaways

- Marketing is evolving due to shifts in buyer control and the need for more relevant, creative communications

- Tactics like email are still relevant when used strategically, targeting the right audience at the right time

- AI can enhance jobs by automating repetitive tasks, freeing up time for creativity and strategic work

- Aligning sales and marketing is crucial through shared goals, processes, and a focus on customer experience

- Understanding buyer groups within organizations leads to more effective engagement

- Cutting wasteful spending, not resources, is important when budgets are tight

529 פרקים

#Business #B2B Marketing #Marketing #DemandMatrix

All episodes

OnBase: Smashing Sales and Marketing Misalignments

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Ep. 528 | The New Rules of Account-Based Marketing with Davis Potter 40:04

לפני 4 ימים40:04

40:04

Episode Summary In this special in-person episode of OnBase, host Chris Moody joins Davis Potter live from Austin, Texas, for a candid deep-dive into the evolution of account-based marketing. Davis draws on his experience across enterprise giants and nimble startups to unpack the real differences between demand gen and ABM—and why most companies are stuck in the middle. Together, they dissect the pitfalls of outdated ABM models, the importance of unifying go-to-market teams, and the need for signal-based measurement over legacy lead scoring. Davis explains the “account-based arrow,” ForgeX’s new data model, and shares practical tips for aligning product marketing with ABM functions for retention and growth. Whether you're a team of one or leading a global strategy, this episode is packed with insights you can act on immediately. Key Takeaways ABM vs. Demand Gen: True ABM is more than just targeted demand generation; it requires a unified approach across sales and marketing. Strategic ABM Implementation: Organizations should tailor their ABM strategy to their specific needs, considering factors like deal size and resources. Measurement and Reporting: Effective ABM measurement involves tracking various metrics, including account engagement and pipeline progression, and requires a unified data model. Cross-Functional Alignment: Alignment between ABM teams and other functions, such as product marketing, is crucial for success. Evolving ABM: ABM is not static; it requires continuous evolution and adaptation to changing market dynamics and organizational needs. Quotes “If you're just building lists off third-party intent and running ads, you're not doing ABM—you’re just doing better DemandGen.” “Product marketing is not optional in an ABM strategy—it’s foundational. They understand the customer better than anyone.” Best Moments 00:09-00:20 – Davis Potter's background and journey to 4Gex. 04:45-05:00 – The importance of aligning go-to-market strategy with business goals. 06:29-07:00 – Transitioning from demand generation to account-based marketing. 10:50-12:00 – The double funnel approach to measuring ABM success. 25:30-26:00 – The challenges of ABM benchmarks and data interpretation. 33:00-34:00 – The critical role of product marketing in ABM. Recommended resources: Newsletter: ⁠ABM Tactics LinkedIn newsletter⁠ – Tactical, real-world GTM advice from the trenches Certifications: ⁠New ABM Certification Program⁠ by Demandbase in Partnership with ForgeX B2B Leaders to follow ⁠Akriti Gupta⁠ , Director of Marketing at LinkedIn ⁠Désirée Daniels⁠ , Retail Industry & ABM Marketing at LinkedIn About the Guest Davis Potter is the Co-Founder of ForgeX, a firm dedicated to modernizing account-based go-to-market strategies through research-backed insights and scalable methodologies. With experience launching ABM programs at organizations like Google Cloud and Scale AI, Davis brings a rare blend of enterprise sophistication and startup agility. His unique journey—spanning billion-dollar enterprises and high-growth tech companies—has equipped him with a comprehensive view of ABM’s past, present, and future. Davis is passionate about aligning sales, marketing, and product teams around unified goals and measurement systems. He frequently speaks on evolving ABM frameworks, first-party data strategies, and the shift from vanity metrics to actionable signals. Davis also co-leads the ForgeX and Demandbase certification program, shaping the next generation of account-based marketers. ⁠Connect with Davis⁠ .…

OnBase: Smashing Sales and Marketing Misalignments

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Ep. 527 | AI-First GTM: The New Playbook for Sales Execution 29:20

לפני 9 ימים29:20

29:20

Episode Summary In this episode of OnBase, host Paul Gibson welcomes Hannah Ajikawo for a deeply insightful conversation on building strong go-to-market foundations and how AI is reshaping the future of sales execution. Hannah reflects on her career journey and the moment she realized that many teams don’t truly understand strategy. She outlines the importance of focusing GTM energy on where businesses win most, shares her “go-to-market building blocks” framework, and explains how AI can enhance precision across the buyer journey—from awareness to pricing strategy. Whether you're leading a sales team, rolling out new tech, or trying to scale confidently, this episode is full of practical wisdom. Quotes “If you really sit down, remove ego, and look at the data—you’ll find where you win. Focus there. That’s the cheat code.” Best Moments (00:53) – Hannah Ajikawa's career journey and the founding of Revenue Funnel. (02:51)-04:39 – The importance of GTM fundamentals and addressing underperforming teams. (05:54) – How repositioning and focus transformed pipeline generation for a B2B tech company. (10:00) – AI's influence on GTM strategies and sales processes. (12:22) – Areas of GTM most primed to benefit from AI integration. (16:19) – Actionable advice for strengthening GTM foundations. (22:46) – How AI is changing account-based go-to-market approaches. Tech Recommendations Demandbase – For GTM prioritization and signal intelligence. Sybill.ai – AI-powered call analysis and coaching. Twain.ai – Tailored messaging and engagement optimization. SimpleTalk.ai – Conversational AI for real-time needs handling. Resource Recommendations Podcasts The Founders Podcast Diary of a CEO (Stephen Bartlett) Newsletters Substack (for AI newsletters) Blogs Gates Notes - Bill Gates' blog Daniel Priestley's content B2B Leaders to follow Jen Allen-Knuth , Founder, DemandJen Lisa Kelly , Founder and CEO, Radical Results Barry Flaherty , GTM Leader About the Guest Hannah Ajikawo is an award-winning go-to-market consultant and founder of Revenue Funnel, helping B2B scale-ups unlock growth and optimize their revenue engines. With 16+ years of experience, Hannah has been recognised as a LinkedIn Top Voice, LinkedIn Sales Insider, Salesforce Influencer, and one of the 100 Most Powerful Women in Sales by Demandbase. She is also a HubSpot Modern Sales Leader and a global expert in aligning sales processes with modern buyer journeys to drive sustainable growth. Connect with Hannah .…

OnBase: Smashing Sales and Marketing Misalignments

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Ep. 526 | Bold Moves & B2B Breakthroughs: Inside the 2025 Marketing Playbook 20:48

לפני 10 ימים20:48

20:48

Episode summary: In this episode of OnBase, host Chris Moody sits down with Trent Talbert to dissect the 2025 B2B marketing landscape—from evolving ABM strategies to the real reason high-growth companies are struggling despite bigger budgets. Trent shares insights from the newly released AMP25 survey and offers sharp, data-backed guidance on where modern marketers should double down and what they should ditch. You’ll hear why personalization is still broken in most orgs, how bold messaging can break through the noise, and why “do more with less” is a dangerous myth. Packed with practical wisdom and a few mic-drop moments, this episode is a must-listen for any B2B marketer looking to elevate their strategy this year. Key Takeaways Optimism in Goals: A significant majority (80%) of B2B tech marketers are optimistic about achieving their goals this year. Growth Challenges: Faster-growing companies often face more challenges, requiring a broader approach to marketing. ABM and Personalization: Organizational silos can hinder effective ABM and personalization. Emerging brands have an advantage in implementing these strategies due to their lack of legacy systems. Standing Out: Brands can capture attention through bold, creative, and emotionally resonant messaging that balances rational appeals. Customer Focus: There's a growing emphasis on customer loyalty, lifetime value, and downstream engagement, including onboarding and renewals. Budget Trends: Most budgets are flat or increasing, but companies are urged to choose either a cost-reduction or growth strategy. Tactic Stability: The top six marketing tactics have remained consistent, highlighting the importance of executing fundamentals well and creating a coherent customer experience across channels. Best Moments (00:35) - Trent Talbert's career journey in B2B tech. (02:39) - The relationship between growth and marketing challenges. (03:54) - Obstacles to fully leveraging ABM and personalization. (06:51) - Strategies for brands to stand out. (10:05) - Budget trends and strategic recommendations. (14:05) - The importance of strategic focus. (16:54) - Recommended tools in the intent and personalization space. (18:05) - Trent's favorite reads and the importance of brand building. Tech Recommendations Demandbase – ABM + intent tools Mutiny – Website personalization Books: The Four Conversations by Blair Enns Podcasts: Two Bobs Podcast with Blair Enns & David C. Baker Reports: April Six Marketing Pulse 2025 Blair Enns , Founder, Win Without Pitching April Dunford , Founder, Ambient Strategy, and positioning expert for tech companies Bob Wright , Founder, Firebrick Anna Powell, RevOps influencer in the B2B space About the guest: Trent Talbert is a seasoned professional with a strong background in strategy and account management. At April Six, Trent currently holds the position of Head of Strategy for North America. Prior to this role, Trent worked at Doremus as an Account Supervisor, gaining experience in various account executive roles. Trent has also worked in advertising and PR, further showcasing their diverse skill set. With a BS in Business-Marketing from the University of Missouri Trulaske College of Business, Trent is well-equipped to handle the challenges of their dynamic roles in the industry. Connect with Trent .…

OnBase: Smashing Sales and Marketing Misalignments

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Ep. 525 | The Future-Ready Martech Stack (and Mindset) You Need Now 27:50

לפני 17 ימים27:50

27:50

Episode Summary In this episode of OnBase, host Chris Moody welcomes Brandon Ratliff for a compelling conversation about the evolution of Martech, the promise (and limitations) of AI, and the art of staying future-ready in an ever-accelerating landscape. Brandon shares his unconventional path from coding hobbyist to martech leader, while offering tactical advice for building scalable stacks, enabling data-informed personalization, and fostering innovation within teams. He unpacks what it means to shift from “T-shaped” to “I-shaped” marketers, the human side of AI-driven growth, and how organizations can maintain curiosity to avoid losing their competitive edge. Whether you're leading an enterprise marketing team or scaling a scrappy startup strategy, Brandon’s insight into modern Martech is both practical and visionary. Key Takeaways The Evolving Marketer: The shift from T-marketer to I-marketer highlights the importance of data literacy in addition to channel-specific expertise. Data-Driven Marketing : Clean and well-utilized data is crucial for the success of MarTech initiatives. Future of MarTech: AI and predictive analytics are key to enhancing efficiency, personalization, and ROI in marketing. Essential MarTech Stack : A core MarTech stack includes a CDP, marketing automation platform, ABM tool, and CRM. AI's Role in Marketing: AI enhances marketing through production, planning, creative management, and scaled personalization. Importance of Human Connection: Human relationships remain fundamental in marketing and business despite technological advancements. Future-Proofing Skills: Marketers must prioritize continuous learning, including prompt engineering and AI tools, to stay ahead. Fostering Innovation: Leaders should encourage experimentation and calculated risk-taking to drive marketing innovation. Qualities of a Modern Marketer: Key competencies include fearlessness, curiosity, creativity, and data-centricity. Signs of Losing Competitive Edge: Stagnation, lack of investment in new tools, and failure to train employees are warning signs. Change Management: Overcoming resistance to change and fostering belief in new initiatives is a significant challenge in marketing. Quotes “You don’t have to know everything. But you do have to know your data. Best Moments 00:48 - 02:18 Brandon shares his journey into MarTech. 02:48 - 03:32 The importance of data in marketing. 05:36 - 06:20 Pragmatic approach to data. 06:54 - 08:14 Core components of a MarTech stack. 08:14 - 09:41 The role of AI in enhancing marketing. 10:33 - 12:29 The balance between technology and human connection. 13:13 - 16:38 Strategies for future-proofing marketing skills. 21:26 - 23:18 Signs a company is losing its competitive edge. 23:35 - 25:22 The biggest challenge in marketing today: change management. About the Guest Brandon is a seasoned leader in marketing technology and operations at Qualcomm. With a passion for innovation and a knack for navigating the digital realm, Brandon has been instrumental in advancing Qualcomm's Martech strategies. He has successfully implemented transformative technologies, including advanced marketing automation and analytics tools, to drive data-driven success. Known for his thought leadership and commitment to staying ahead of industry trends, Brandon's work exemplifies the powerful synergy between marketing and technology. Join us as he shares his insights and experiences in unlocking the potential of the Martech stack. Connect with Brandon .…

OnBase: Smashing Sales and Marketing Misalignments

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Ep. 524 | The Market Speaks: Building GTM with Customer Voice 30:09

לפני 18 ימים30:09

30:09

Episode Summary In this episode of OnBase, host Chris Moody and Parth Mukherjee delve into the critical role of customer voices in shaping go-to-market strategies. Parth shares his journey through the tech industry, highlighting his experiences in product marketing and go-to-market strategy across different company stages. He emphasizes the importance of product marketing teams in bringing the customer's perspective into the organization and outlines the five key components of a go-to-market strategy: who, what, why, where, and how. Parth also discusses methods for collecting and analyzing customer data, balancing quantitative and qualitative feedback, and addressing stakeholder resistance. Additionally, he explores emerging marketing trends, the use of AI in marketing, and the challenges of B2B marketing, such as attribution. Key Takeaways: Voice of the Customer is Key: Customer insights are crucial for shaping effective go-to-market strategies. Five Components of Go-to-Market Strategy: The five key questions to answer are who is the target audience, what are the offerings, why should buyers care, where should we sell, and how do we hit our targets. Data Collection and Analysis: Utilize a combination of call recording technologies, surveys, customer interviews, and focus groups to gather customer feedback. Balancing Quant and Qual: Combine quantitative data with qualitative insights to build compelling narratives and make informed decisions. Addressing Stakeholder Resistance: Use proof and data to overcome internal misconceptions and align stakeholders. Importance of Timing: Gather customer feedback throughout the product life cycle, starting from the product vision stage. Emerging Marketing Trends: The importance of buyer self-education, hyper-personalized marketing, prompt engine optimization (PEO), and the convergence of ABM with intent data. Quotes “Product marketing should be the voice of the company in the market—and more importantly, the voice of the market inside the company.” Best Moments 00:07: Parth shares his journey into tech and marketing. 03:30: The importance of customer voices in shaping go-to-market strategy. 04:45: The five components of an effective go-to-market strategy. 07:30: Methods for data collection and analysis. 13:00: How to deal with stakeholder resistance using proof and data. 16:15: The importance of gathering customer feedback throughout the product life cycle. 19:00: Emerging marketing trends for the next five years. 22:30: Use cases of AI in marketing. 24:30: The biggest challenge in B2B marketing: attribution. Tech Recommendations ⁠Chorus⁠ – Call intelligence for market and product insights. ⁠MindTickle⁠ – Deal rooms and enablement for modern B2B sales. ⁠Klue⁠ – Competitive intelligence and win-loss analytics. Books: ⁠ Crossing the Chasm ⁠ by Geoffrey Moore ⁠ Building a StoryBrand ⁠ by Donald Miller Blogs & Newsletters: ⁠HubSpot Blog⁠ ⁠Gartner for Go-To-Market Insights⁠ ⁠Marketing Brew⁠ Podcasts: ⁠Marketing Over Coffee⁠ ⁠Product Marketing Life by PMA⁠ Shout-outs: ⁠Kevin Akeroyd⁠ , CEO at Sovos ⁠Ann Handley⁠ , Chief Content Officer at MarketingProfs ⁠Andy Raskin⁠ , Strategic Narrative Coach About the Guest: Parth Mukherjee is the VP of Product Marketing, Corporate Marketing, and Go-To-Market Strategy at Sovos, a leading tax compliance platform. With over 20 years of experience in tech marketing—including pivotal roles at Adobe, Cognizant, and five high-growth VC-backed startups (four of which successfully exited)—Parth brings deep expertise in scaling companies through every phase of growth. Before joining Sovos, Parth led marketing at Chorus and MindTickle, and continues to apply a data-driven yet deeply human approach to building strategic narratives that resonate with customers and internal stakeholders alike. ⁠Connect with Parth⁠ .…

OnBase: Smashing Sales and Marketing Misalignments

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Ep. 523 | How the Jobs-to-Be-Done Framework Uncovers Customer Blind Spots 24:14

לפני 23 ימים24:14

24:14

Episode Summary In this episode of OnBase, host Chris Moody is joined by Alison Mendoza to dive into the power of the Jobs-to-be-Done (JTBD) framework and its transformative impact on innovation, marketing, and product strategy. Alison shares her non-linear journey into R&D, how her background in linguistics shapes her collaboration with engineers, and how JTBD allows companies to avoid blind spots and uncover real customer needs. Listeners will gain insights into how Honeywell uses behavioral science and JTBD to drive meaningful product adoption, why traditional voice-of-customer methods often fall short, and how AI is unlocking strategic work by automating repetitive tasks. From uncovering misaligned innovation strategies to empowering teams through better language and observation, this episode is a masterclass in modern customer-centric thinking. Key takeaways: Jobs-to-be-Done (JTBD) vs. Hypotheticals: JTBD eliminates guesswork by focusing on observable behaviors, not hypothetical customer desires. Behavioral Science + JTBD = Impact: The fusion of decision-making psychology with JTBD drives better adoption and product-market fit. Innovation Pitfalls: Over-reliance on competitor analysis or legacy processes can limit true innovation. Speak Their Language: Product teams must translate customer outcomes into language engineers can act on. AI for Strategic Work: Honeywell’s $120M in AI-driven savings shows how tech can free time for impactful, strategic work. Quotes: “We don’t really have to worry about product-market fit if we’ve built a product on the Jobs-to-be-Done framework.” “If you use AI for simple tasks, it will give you simple output. Use it for complex challenges—like segmentation or positioning—and you’ll see exponential value.”Best Moments Tech recommendations: ⁠⁠Notebook LM (Google)⁠⁠ : A powerful AI research assistant ideal for strategic marketing and A/B testing. Resource recommendations: ⁠⁠Thinking, Fast and Slow⁠⁠ by Daniel Kahneman Books by ⁠⁠Jonah Berger⁠⁠ – Practical marketing playbooks from the Wharton professor ⁠⁠321 Newsletter by James Clear⁠⁠ – Weekly insights on habits, strategy, and self-improvement Leaders to follow: ⁠⁠Chandler Stillman⁠⁠ – Director, Marketing & Customer Experience at ADDMAN ⁠⁠Liz Schmittou⁠⁠ – Brand & Marketing Content Leader at ADDMAN ⁠⁠Emily Carr⁠⁠ – Consulting Account Lead at Google ⁠⁠00:30⁠⁠Alison’s global career journey from flight attendant to R&D innovator Best moments: ⁠⁠03:00⁠⁠JTBD explained and why most voice-of-customer methods fall short ⁠⁠08:30⁠⁠How to bridge engineering and customer outcomes with the right language ⁠⁠14:00⁠⁠The synergy between behavioral science and JTBD in shaping innovation ⁠⁠16:40⁠⁠Honeywell’s AI success: $120M saved through automation and productivity tools ⁠⁠20:20⁠⁠The evolving challenges of B2B marketing and the role of dynamic content About the guest: Alison is the Global Sr. Director of Innovation at Honeywell International, leading innovation and growth across the Honeywell portfolio of businesses. With over 15 years of global experience, she integrates customer-centric expertise in aerospace and advanced technology sectors. Alison is also a member of the Strategic Communications Committee at AUVSI and actively recruits for the Honeywell Political Action Committee. She shares insights on innovation, communication, persuasion, and leadership in her LinkedIn blogs. ⁠⁠Connect with Alison⁠⁠ .…

OnBase: Smashing Sales and Marketing Misalignments

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Ep. 522 | ABM & AI: Driving B2B Growth Today and Tomorrow 43:51

לפני 24 ימים43:51

43:51

Episode Summary In this episode of OnBase, host Paul Gibson sits down with Shimon, a leading voice in B2B marketing from SPOTONVISION. The duo dives into the big topic of bridging short-term wins with long-term growth while discussing how Account-Based Marketing (ABM) and Artificial Intelligence (AI) are transforming the future of B2B marketing strategies. With insights drawn from years of partnership and expertise, this conversation explores how to balance immediate results with long-term objectives. Whether you’re looking to improve 2025 metrics or future-proof your marketing strategies, this episode offers actionable takeaways to help your team succeed. Key Takeaways Short-Term and Long-Term Harmony Achieve a balance between quick wins that boost immediate outcomes and strategies for sustained growth. The Role of AI in B2B Marketing Leverage AI to enhance data analysis, improve personalization, and optimize campaign efficiency. ABM Done Right Adopt evolving Account-Based Marketing practices to create impactful engagements and measurable results. Future-Forward Marketing Strategies Stay ahead by understanding the trends and innovations shaping the future of B2B marketing. Quotes "The future of B2B marketing lies in leveraging the power of AI to do more with less, while keeping personalization at the core." Best Moments 04:00–07:00 – Shimon dives into his career path and how ABM became a core focus. 10:00–12:30 – Shimon explains how changing buyer behaviors redefines sales and marketing strategies. 15:00–18:00 – A closer look at how ABM and AI address misalignment challenges. 24:00–26:00 – Shimon shares his insights on the future role of AI in account-based GTM. 30:00–33:00 – Predictions on the next evolution of ABM in the B2B space. Tech Recommendations Trendemon - Highlighted as a platform that provides real-time personalization and insights to customize content for website visitors, leveraging AI for ease of use. Resource Recommendations Books: Mindset by Carol Dweck - Suggested for fostering a growth mindset and improving team collaboration and alignment. Atomic Habits by James Clear - Advocated for creating effective personal and team habits for growth and success. Shout-Outs Joel Harrison - Founder, B2B Marketing Ryan Almond - Global Marketing & ABX Director, Henkel Ingrid Archer - Managing Partner, SPOTONVISION About the Guest Shimon is a visionary leader who believes in the power of trust, purpose, and shared ambition to bring people together. He envisions a world where businesses don’t just grow but thrive through meaningful relationships—both with their customers and within their teams. In B2B, Shimon sees one of the most powerful yet often overlooked connections: the alignment between marketing and sales. When these two forces come together, businesses don’t just see results—they create a real, lasting impact. Every day, Shimon is on a mission to turn this vision into reality. Whether through the conversations he sparks, the communities he builds, or the insights he shares, he is constantly looking for others who share this belief. For those who want to create a world where relationships—between businesses, between people, and within organizations—are the true drivers of success. Website: Spotonvision.com Connect with Shimon .…

OnBase: Smashing Sales and Marketing Misalignments

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Ep. 521 | Benefits Decoded: Making Healthcare Choices Clear & Confident 27:19

לפני 30 ימים27:19

27:19

In this episode of OnBase, host Chris Moody welcomes Nicole Warshauer for an enlightening conversation on health benefits, empathy-driven branding, and building consumer trust through education. Nicole walks us through her non-linear career journey and how her passion for community and storytelling has shaped her role at HealthEquity. She shares practical strategies for educating diverse healthcare consumers, discusses the emotional complexities of health benefits, and explores the skills marketers need to build brands around “unsexy” topics. Nicole also explores HealthEquity’s innovative tools, such as Engage360 and HSAnswers, which use AI and multi-channel strategies to deliver personalized, accessible benefits education. Whether you’re navigating the healthcare landscape or trying to humanize your B2B brand, this episode is full of actionable insights and authentic inspiration. Key Takeaways Empathy is Foundational: To demystify healthcare benefits, brands must lead with empathy—understanding emotional roadblocks like fear and confusion that often prevent consumers from making informed decisions. One Size Doesn’t Fit All: Benefits education must be personalized. Demographics, health history, family structure, and financial literacy all play a role in how people access and use healthcare. Data-Driven Education Works: Programs like Engage360 have led to a 46% increase in HSA contributions and a 60% increase in investing, showing the power of well-targeted benefit education. Building Brands for “Unsexy” Industries: The best marketers can make even mundane products relatable. Skills like curiosity, critical thinking, empathy, and strong writing are essential for success. Tech with a Human Touch: AI tools can scale education efforts, but without human oversight and strategic intent, they won’t succeed. Quotes “Marketing for the unglamorous takes empathy and grit. That’s where the best brand builders thrive.” Tech recommendations ChatGPT Jasper Copilot Book recommendations Storytelling with Data by Cole Nussbaumer Knaflic – A go-to for making data digestible and visually compelling. Shout-outs Jade Tambini , Founder and Marketing Course Leader, B2B Jade. Hannah Shamji , Customer researcher for B2B SaaS. Erica Schneider , Founder, Cut The Fluff. About the Guest Nicole Warshauer is the VP of Brand Marketing at HealthEquity, where she builds, leads, and engages community-first marketing teams that drive brand growth and resilience. With more than 15 years of experience in marketing and communications across healthcare, tech, design, nonprofit, education, and real estate, Nicole has cultivated a unique ability to deliver integrated, purpose-driven strategies that resonate. She is passionate about creating and nurturing communities of brand evangelists—both internally and externally. Her past work includes collaborations with renowned organizations like Yelp, Dribbble, and Trusted Health. Nicole also offers consulting services to help managers lead high-performing remote teams and optimize their marketing strategy. Connect with Nicole .…

OnBase: Smashing Sales and Marketing Misalignments

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Ep. 520 | Beyond the Ticket: Building Award-Winning Support at Demandbase 21:56

לפני 5 weeks21:56

21:56

In this episode of OnBase , host Chris Moody sits down with Craig Chiofalo to explore what it truly takes to build and lead a world-class support engineering organization. Craig pulls back the curtain on the operational strategies and tech stack powering Demandbase’s award-winning team—including how tools like Salesforce Einstein and SupportLogic are transforming their approach to proactive support. He also shares lessons on hiring for excellence, scaling impact without ballooning headcount, and why deep, daily collaboration across product, engineering, and customer success is the cornerstone of lasting success. Key takeaways Right Team, Right Tech : Hiring the right talent, enabling them with strong onboarding and internal tools, and layering in AI-driven technologies can drive exponential impact without scaling the team linearly. Cross-Functional Collaboration Is Everything : Craig attributes much of the team’s success to deep integration with product, engineering, and customer success—teams that work together daily to elevate the customer experience. Award-Winning Process Maturity : From rewritten job descriptions to internal training certifications and advanced sentiment monitoring, Craig’s team has refined its approach year after year to earn industry recognition. Operationalized AI : AI tools like SupportLogic and Salesforce Einstein are leveraged not just for efficiency, but for better sentiment analysis, proactive support, and smarter data insights. Measure What Matters : In addition to SLAs, Craig’s team emphasizes customer satisfaction and effort scores—tracking detailed metrics while staying focused on proactive issue resolution. Quotes On Team Excellence “This team is phenomenal—not just individually, but in how they collaborate. That synergy is the catalyst behind everything we’ve achieved.” On Leveraging AI Thoughtfully “AI should be seen as an assistant. It's like a dishwasher—you still load it and unload it, but it saves time and effort on repetitive tasks.” (04:00) : How Craig rewrote job descriptions and created testing processes to hire and retain top-tier talent. (09:00) : A deep dive into Salesforce Service Cloud, SupportLogic, and the internal troubleshooting app that dramatically reduces time to resolution. (14:00) : How the team uses data and proactive alerts to prevent fires before they happen. (18:00) : Craig’s thoughtful breakdown of AI as a productivity enhancer, not a replacement. Tech Recommendations Salesforce Service Cloud + Einstein : A central support platform now enhanced with AI capabilities for smarter case handling. SupportLogic : Real-time sentiment analysis and escalation prediction across customer interactions. Resource Recommendations Newsletter: MIT Technology Review – AI-focused and practical Harvard Business Review – Daily updates on leadership and strategy McKinsey – Insightful newsletters with AI-related content Shout-outs Umberto Milletti , Chief R&D Officer at Demandbase Angelle Stromeyer , RVP Customer Success at Demandbase Erika Setla , Sr. Director, CX Strategy & Ops at Demandbase About the Guest Craig Chiofalo is a customer-focused leader with over 20 years of experience directing customer support, service, and success teams across SMB to enterprise clients. Currently Vice President of Support Engineering at Demandbase, Craig leads a Stevie Award–winning team recognized for delivering outstanding customer service. He brings a proven track record of building high-performing, collaborative teams that exceed goals, with a leadership style rooted in fairness, energy, and a deep passion for technology. Craig has held key roles at IBM, Silverpop, CallRail, Calendly, and Salsify, often joining during critical growth phases to scale operations, implement smart automation, and drive cross-functional alignment. His expertise spans platforms like Salesforce, Zendesk, Jira, Confluence, and SQL—always with a hands-on, data-informed approach to delivering exceptional customer outcomes.…

OnBase: Smashing Sales and Marketing Misalignments

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Ep. 519 | Rethinking Outbound: Why Warmbound Is the Way Forward 33:32

לפני 6 weeks33:32

33:32

Episode Summary In this episode of OnBase , host Chris Moody chats with Maximus Greenwald about reimagining traditional outbound strategies through a concept he calls "warmbound"—the fusion of outbound execution with inbound energy. Maximus walks us through the broken state of traditional lead scoring, the inefficiencies of outdated TAM/SAM/SOM frameworks, and why marketers should own the pipeline. He breaks down how intent signals, AI, and horizontal marketing teams will reshape the future of GTM. Maximus also shares how he tests big bets as a founder, what marketers can learn from enterprise sellers, and how personalization must evolve in the age of generative AI. Key Takeaways Warmbound, Not Outbound: The strict division between inbound (marketing) and outbound (sales) is outdated. The future is unified, pipeline-first, go-to-market strategies driven by intent. Classic Lead Scoring Is Broken: Rigid filters based on outdated firmographics miss major ICP opportunities. AI can dynamically model what actually drives revenue. Signal Stacking Is the New ICP: Combine CRM, intent data, buyer behavior, and historical signals to build a more accurate, real-time picture of purchase readiness. Marketers Should Own Pipeline: With the right data and tools, marketing can—and should—run outbound motions and be comped like sellers. Horizontal Over Vertical Marketing: Organize teams around the buyer journey stages (cold, warm, hot) instead of just marketing channels. Quotes “Inbound versus outbound is a false dichotomy. Your outbound should drive inbound, and your inbound should fuel outbound. It's all one team now.” “You don’t stay in someone’s TAM forever. SOM is dynamic. A lead heats up, cools down, and reenters. We need systems that move with that fluidity.” Best Moments 03:00–05:00 – From Google Maps to SaaS: Maximus shares how he transitioned into sales and marketing. 06:30–09:00 – What’s broken in lead scoring—and how AI can fix it. 13:00–16:00 – Rethinking TAM, SAM, and SOM as dynamic, not static. 20:00–24:00 – The rise of the horizontally structured marketing org. 28:00–31:00 – Why marketers should carry a quota—and get paid like enterprise reps. Tech Recommendations Autobound – An AI-powered sales copywriting tool that personalizes based on deal-winning language. Default – An Inbound lead routing and scheduling engine. Resource Recommendations Podcast: 30 Minutes to President's Club . Report: The 2025 State of Marketing Report by HubSpot. Shout-outs Kieran Flanagan – SVP of Marketing at HubSpot. Dave Gerhardt – Founder of Exit Five, formerly Drift. Hunter Walk – Partner and Co-Founder at Homebrew. Finn Murphy – General Partner at Nebular VC. About the Guest Maximus Greenwald is the Co-founder and CEO of Warmly, an AI-powered outbound platform that transforms how companies think about lead generation, pipeline development, and the convergence of sales and marketing. Before founding Warmly, Maximus began his career in engineering and product development at Google Maps, and eventually made the leap from big tech to B2B SaaS entrepreneurship. Today, he helps hundreds of companies unify inbound and outbound strategies under one mission: driving warm leads through smarter, signal-based marketing. Connect with Maximus .…

OnBase: Smashing Sales and Marketing Misalignments

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Ep. 518 | Aligning Marketing & Sales Through Authentic Storytelling 35:09

לפני 6 weeks35:09

35:09

Episode Summary In this episode of OnBase , host Chris Moody sits down with Susan Bloomfield to discuss the power of authentic storytelling in aligning marketing and sales. Susan shares her journey from research to marketing leadership and how she built her expertise in business development. She dives deep into the three P’s of storytelling—People, Passion, and Purpose —and how they drive engagement and differentiate brands. She also highlights how marketing can support sales in a way that feels genuine, engaging, and human —while still delivering measurable results. If you’re looking to create a brand strategy that resonates and builds strong relationships, this conversation is a must-listen! Key Takeaways The Three P’s of Storytelling: A compelling marketing strategy is built on People, Passion, and Purpose —focusing on the human side of business and brand identity. Sales & Marketing Alignment: To effectively align marketing and sales, marketers must ensure that content and branding support real customer conversations. Authenticity Wins: Customers connect with brands that tell relatable, real stories rather than generic, polished corporate messaging. The Role of AI in Marketing: AI can assist with content generation, personalization, and campaign testing , making storytelling and brand engagement more scalable. The Power of Personal Brands: The rise of micro-influencers and relatable voices on platforms like TikTok has transformed the way companies approach brand marketing. Quotes "The best brands amplify success—not just their own, but the success of the people they serve." "If you want to align marketing and sales, you have to make marketing an extension of sales, not just a content factory." "People buy from people. Storytelling isn’t about selling—it’s about building relationships and trust." Best Moments 03:00–05:00 – Susan shares her unconventional journey into marketing and business development. 10:00–12:00 – How aligning marketing and sales starts with understanding their shared goals. 15:00–18:00 – Why brands should focus on relatable storytelling instead of polished, corporate messaging. 22:00–24:00 – The impact of AI on content personalization and storytelling. 30:00–32:00 – How emerging micro-influencers are redefining brand authenticity. Resource Recommendations Book: The Long Game – A deep dive into strategic thinking and planning for long-term success. Publication: Fast Company – A go-to resource for thought leadership and marketing innovation. About the Guest Susan Bloomfield serves as Chief Marketing Officer at Stream Realty Partners.After joining Stream Realty Partners in 2019, she has brought a blend of visionary storytelling and advanced marketing strategies to Stream's forefront. Prior to Stream, Susan served as the Vice President of U.S. Marketing & Research for Colliers International, where she played a crucial role as a member of the senior executive team. Her leadership was instrumental in expanding the firm's strategic marketing and research platform, elevating brand visibility, and fostering expansive business growth.Website: StreamRealty.com Connect with Susan .…

OnBase: Smashing Sales and Marketing Misalignments

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Ep. 517 | The ABM Optimization Playbook: Balancing Strategy & Execution 25:19

לפני 7 weeks25:19

25:19

Episode Summary In this episode of OnBase, host Chris Moody sits down with Caroline Quinn to explore the nuances of optimizing Account-Based Marketing (ABM) strategies. Caroline shares her deep insights on defining the right ABM mix, navigating between one-to-one, one-to-few, and programmatic ABM approaches, and ensuring marketing investments align with business priorities. She also highlights the importance of curiosity, listening skills, and marketing technology in executing successful ABM programs. With practical frameworks and real-world examples, this discussion is essential for marketers looking to refine their ABM strategies and drive meaningful engagement with key accounts. About the Guest Caroline is an enterprise technology marketer specializing in account-based marketing (ABM) and demand generation. At Cloudflare, she drives demand through targeted campaigns for strategic accounts. Her past roles include building a $65M ABM program at Blue Yonder and developing ABM strategies for sellers at tech organizations such as Google and Apple at PipelineIQ. Caroline began her career at Kronos (now UKG).Monterrey. Connect with Caroline Key Takeaways - Balancing the ABM Pyramid: A strong ABM strategy requires the right mix of one-to-one, one-to-few, and one-to-many approaches. Over-rotating on either extreme can lead to inefficient resource allocation. - The Power of Discovery: A successful ABM program starts with deep discovery—marketers must listen to sellers, understand account needs, and customize approaches accordingly. - Tech-Enabled Personalization: While ABM technology can help scale efforts, marketers must also define key engagement signals manually to ensure flexibility and relevance. - Justifying ABM Investments: To secure buy-in for one-to-one ABM, marketers should use intent data, pipeline signals, and phased investment approaches to demonstrate ROI. - Content as an ABM Multiplier: AI-driven content repurposing can significantly enhance the impact of ABM efforts, making it easier to tailor messaging to different segments and accounts. Quotes "The best ABM programs are fluid—accounts should move between tiers based on their intent and engagement." Tech Recommendations - Demandbase – For account intelligence and ABM execution. - Sendoso – Direct mail platforms for personalized account engagement. - Pipeline IQ – For account profiling and intelligence. - Boardroom Insiders – Executive profiling tool for ABM personalization. - Folloze – Landing page and campaign personalization tool. Recommended Resource Books: Multipliers by Liz Wiseman – A must-read for leaders aiming to maximize team performance.…

OnBase: Smashing Sales and Marketing Misalignments

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Ep. 516 | The Rise of Agentic AI in B2B GTM 24:41

לפני 8 weeks24:41

24:41

Episode Summary In this episode of OnBase, host Chris Moody sits down with Chad Holdorf to discuss how agentic AI is revolutionizing B2B go-to-market strategies. They explore the rise of AI-driven agents, why automation leaders are doubling down on AI, and the biggest mistakes B2B teams make with AI adoption. Chad also shares real-world use cases from Demandbase, showing how AI agents streamline workflows, enhance intent-based targeting, and deliver predictive recommendations to sales and marketing teams. If you're a sales or marketing leader, this episode will give you actionable insights on how to integrate AI-powered GTM workflows while ensuring data accuracy, personalization, and efficiency. Key takeaways: AI Agents Are Reshaping GTM – AI-driven agents can help 10x productivity, making teams more efficient while removing friction from sales and marketing workflows. The Biggest AI Mistake – Companies focus too much on the technology itself rather than on solving real customer problems. AI should be outcome-driven. From Data Overload to Actionable Insights – AI-driven intent signals analyze vast amounts of GTM data, surfacing key insights and next best actions for sales and marketing teams. AI SDRs Are Failing Without Context – AI agents that lack proper customer data make embarrassing mistakes, like sending irrelevant emails to buyers who already know the product. Agent Base: AI with Context & Accuracy – Demandbase’s Agent Base ensures that AI-driven sales and marketing actions are informed by accurate, unified data, preventing misalignment between teams. AI Must Be Embedded in the Workflow – AI agents should enhance existing workflows rather than requiring users to switch between multiple tools, ensuring smooth execution. Future of AI in B2B – The next wave of AI will focus on deep research capabilities, personalized recommendations, and predictive actions, eliminating guesswork for GTM teams. Quotes: "The most powerful AI agents aren't just about automation – they’re about solving real customer problems and making revenue teams more effective." "Without the right data, AI agents are just noise. The difference between success and failure in AI-driven GTM is data accuracy and context." Best moments: 03:00–05:00: Chad shares his journey to Demandbase and his vision for AI-powered GTM strategies. 08:00–10:00: Why AI adoption is skyrocketing but the execution still lags behind in B2B companies. 12:00–15:00: Breaking down how Agent Base delivers real-time AI-driven insights without adding complexity. 18:00–22:00: The biggest failures of AI SDRs and how data-driven AI agents can solve these issues. 25:00–30:00: The future of AI in sales & marketing – from predictive modeling to agent-driven engagement. Tech recommendations: Perplexity AI – AI-powered deep research for customer insights & content generation. OpenAI / Gemini – AI tools for data processing & workflow automation. Book recommendations: The Inner Game of Tennis by W. Timothy Gallwey – A classic on performance psychology & learning through observation. Podcast recommendations: My First Million – A business podcast that breaks down growth strategies & success stories. Leaders to follow: Gabe Rogol , CEO at Demandbase Umberto Milletti , Chief R&D Officer at Demandbase Kelly Hopping , CMO at Demandbase Marc Benioff , Chair & CEO at Salesforce. Parker Harris , CTO at Salesforce Sign up for Agentbase Meet Chad at the Forrester B2B Summit (March 30) & EMEA Conference in London (April 30). Sign up for Demandbase’s AI Agent Design Partner Program – coming soon! Follow Chad Holdorf on LinkedIn for AI-driven B2B insights. About the guest: Chad Holdorf is VP of Product at Demandbase, leading product to transform how marketers drive pipeline and revenue. With 15+ years in product, including leadership roles at Pendo, Salesforce, and John Deere, he builds high-performing teams, drives bold product strategies, and delivers results. Connect with Chad Holdorf .…

OnBase: Smashing Sales and Marketing Misalignments

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Ep. 515 | Aligning ABX Strategies with Diverse Tech Environments 27:03

לפני 9 weeks27:03

27:03

Episode Summary In this episode of OnBase, host Chris Moody sits down with Judit Szabo to discuss the complexities of aligning account-based strategies within diverse tech environments. With organizations facing challenges in tailoring ABX (Account-Based Experience) initiatives across different teams, tools, and processes, Judit shares her insights on how to execute ABX successfully. From understanding skill sets that drive alignment to navigating sales and marketing collaboration, she provides actionable insights on overcoming common obstacles, measuring success, and adapting methodologies for different organizations. Judit also explores the role of AI in account-based strategies, how technology enhances personalization, and why holistic, data-driven approaches are critical for long-term success. About the Guest Judit is a B2B marketing leader with 15+ years at IT Software and Services companies, Judit has PR and Media experience prior to joining the Tech industry. She was the winner of the 2019 Forrester ROI Honours Award in Europe for sales & marketing alignment at TIBCO Software with the introduction of transformative, industry-led value based GTM strategies. She has a strong passion for building and leading global teams with a sweet spot for Demand Generation and Growth Marketing, leading the development and management of integrated marketing strategies and execution to deliver growth and revenue for the business. She has experience in campaign and content management, digital, field, partner, and account-based marketing as well as data and performance-led marketing operations, advocating cross-functional collaboration across Marketing, Sales, Product and Operations with special focus on finding ways to optimise and orchestrate business processes in support of strategic objectives. In her free time, she’s an avid yoga practitioner, as well as a volunteer baker at her local National Trust estate in England. Connect with Judit Szabo Key Takeaways - Holistic Thinking Drives ABX Success – Account-based management isn’t just a marketing function; sales and marketing must work together to grow and penetrate accounts. - Patience Is Essential – ABX is a long-term strategy, not a quick fix. Expect an 18+ month cycle for results, and celebrate small wins along the way. - Data is the Foundation – Strong account intelligence is key to avoiding misalignment and wasted efforts. The right tools and governance ensure that teams are acting on reliable data. - Aligning Sales & Marketing Requires Process, Not Just Intent – Establish shared KPIs, define roles, and create a feedback loop to ensure alignment throughout the account lifecycle. - One-to-One ABX is the Goal, But Requires Strong Foundations – Organizations should first build a solid demand generation engine before scaling to hyper-personalized, one-to-one outreach. - AI Can Help, But It’s Not a Silver Bullet – While AI can assist with personalization, content generation, and automation, it can’t replace the strategic thinking needed to execute ABX effectively. Quotes "The three most important skills for ABX success? A holistic approach, patience, and a data-driven mindset. Without these, execution will fall apart." Recommended Resource Books : ⁠ Coaching for Performance ⁠ by Sir John Whitmore – A leadership guide on empowering teams and driving success through coaching.…

OnBase: Smashing Sales and Marketing Misalignments

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Ep. 514 | How Digital Accessibility Drives Customer Loyalty and Growth 26:49

לפני 10 weeks26:49

26:49

Episode Summary In this episode of OnBase, host Chris Moody sits down with Chad Sollis to discuss why digital accessibility is a strategic priority for brands today. Chad shares his journey from graphic design to marketing leadership, highlighting the importance of accessibility in enhancing brand reputation, compliance, and consumer loyalty. He breaks down the key principles of accessibility, how it impacts SEO, and best practices for embedding accessibility into marketing and product development. Key Takeaways -Digital Accessibility is a Brand Imperative: One in four Americans has a disability, representing $20B in buying power. Accessible experiences foster loyalty and repeat business. -SEO and Accessibility Go Hand-in-Hand: Proper use of header tags, alt text, and navigation structures benefits both search rankings and user experience. -Prioritizing Accessibility in Design & Development: Integrating accessibility into design, development, and QA processes ensures it becomes a natural part of content creation rather than an afterthought. -Measuring ROI on Accessibility: Companies that invest in accessibility see improved website traffic, increased conversions, and long-term customer loyalty. Quotes "When companies design for accessibility, they’re not just meeting compliance requirements—they’re creating more inclusive and engaging experiences for all customers." Best Moments 03:00–05:00 – Chad’s unconventional journey from graphic design to marketing leadership. 10:00–13:00 – Why accessibility should be a strategic priority for senior leaders. 15:00–18:00 – The connection between SEO and accessibility: how structure improves discoverability. 22:00–25:00 – Overcoming accessibility challenges and integrating best practices into business processes. 30:00–33:00 – How brands can measure the ROI of their accessibility initiatives. Tech Recommendations Storyblok – Headless CMS that streamlines content personalization and accessibility. Amplience - An AI content platform. Mutiny – AI-driven personalization platform to optimize user experiences. Resource Recommendations Books: - Extreme Ownership by Jocko Willink - How to Win Friends and Influence People by Dale Carnegie Shout-outs -Scott Harris, VP of Performance Marketing at Box.com – Marketing expert with a deep understanding of growth strategies. -Nick Rico, Chief Commercial Officer at Lucid Software – Growth leader with a background in finance and marketing. -Manuel Rietzsch, VP, Revenue Marketing at AudioEye – Revenue marketing leader driving accessibility-focused initiatives. About the Guest Chad Sollis is a seasoned marketing and product leader with over two decades of experience in driving business growth and innovation across various industries. As the Chief Marketing Officer, Chad spearheads strategic initiatives in brand development, product marketing, growth, revenue operations, and customer engagement. As a data-driven executive, Chad has demonstrated a remarkable ability to scale businesses, having contributed to the growth of companies from $30 million to $3 billion in annual revenue and helping 4 companies execute successful IPOs. With a diverse background that includes leadership roles at market-leading companies such as Adobe, Pluralsight, Vivint, and Traeger, he has generated a wealth of expertise in marketing, digital products, and technology spanning both B2B and B2C sectors. Connect with Chad .…

OnBase: Smashing Sales and Marketing Misalignments

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Ep. 513 | The Real Sales KPIs That Drive Business Success 21:28

לפני 11 weeks21:28

21:28

Episode Summary In this episode of OnBase, host Chris Moody sits down with Abhishek Damani to discuss the critical role of aligning sales performance metrics with broader business goals. They explore why traditional sales metrics sometimes fall short and how companies can define KPIs that reflect strategic priorities. Abhishek also shares his structured four-step approach for identifying and tracking performance indicators, along with insights into how AI is transforming sales processes. Whether you’re a revenue leader, a sales manager, or a marketer looking to bridge the gap with sales teams, this episode is packed with practical takeaways on driving efficiency and improving business impact. About the Guest Abhishek Damani leads sales enablement for Industrial markets business at Cummins Inc., where he’s responsible for driving sales functional excellence by implementing tools and creating resources, training, and KPIs to improve sales teams’ productivity. Cummins Inc. is a global power solutions leader helping its customers successfully navigate the energy transition with its broad portfolio of products. The products range from advanced diesel, natural gas, electric, and hybrid powertrains and powertrain-related components. Headquartered in Columbus, Indiana (U.S.), since its founding in 1919, Cummins employs approximately 75,500 people committed to powering a more prosperous world. Connect with Abhishek Damani Key Takeaways - Aligning Sales KPIs with Business Goals is Crucial: Measuring only revenue growth can create misalignment with broader company objectives like profitability or market expansion. Sales teams must tailor their KPIs to reflect business priorities. - Traditional Sales Metrics Have Blind Spots: While win rate and sales velocity are important, they fail to capture long-term trends like customer sustainability goals, industry shifts, and regional sales discrepancies. - Four Steps to Defining Impactful KPIs: Understand strategic and operational business goals. Identify KPIs that track progress toward those goals. Determine how sales contributes to those metrics and what data is required. Measure progress and drive accountability. - AI is Enhancing Sales Processes: From summarizing meeting notes to tracking customer engagement and automating administrative tasks like expense reporting, AI is freeing up valuable time for sales teams. - Bridging Sales and Marketing with Data: Cummins uses a structured business planning process to ensure sales forecasts align with market trends, breaking silos between sales, marketing, and engineering teams. Quotes "If KPIs don’t align with company goals, everyone gets frustrated. Sales meets their numbers, but leadership still isn't happy." Tech Recommendations - reMarkable Paper Tablet – A digital notebook for handwritten notes and organization. - AI-Powered Meeting Note Summarizers – Automating administrative tasks like note-taking and action item tracking. Recommended Resource Books: - How Not to Be Wrong: The Power of Mathematical Thinking by Jordan Ellenberg. - The First 90 Days by Michael Watkins. Podcast: - Everyday AI Podcast by Jordan Wilson. ⁠Connect with Abhishek Damani⁠ ⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠ Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠ |⁠⁠⁠⁠⁠⁠⁠⁠ Website…

OnBase: Smashing Sales and Marketing Misalignments

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Ep. 512 | Rewiring the GTM Strategy With a Systems-Based Approach 37:13

לפני 13 weeks37:13

37:13

Episode Summary In this episode of OnBase, host Chris Moody sits down with Kelly Flowers to discuss the power of systems-based strategy in driving predictable outcomes in sales development. Kelly shares her unique journey into sales, the lessons she learned from transitioning industries, and how she developed a structured approach to pipeline generation, OKRs, and sales efficiency. She also highlights the biggest challenges in sales today, the role of AI in streamlining sales processes, and the myths that hold sales teams back. With practical insights and actionable strategies, this conversation is a must-listen for revenue leaders looking to optimize their go-to-market strategies and drive consistent results. About the Guest Kelly Flowers serves as the AVP, of Global Sales Development at SentinelOne and previously held positions including Head of Sales and Business Development at 1Password, Director of AMER Sales Development at Databricks, and Senior Manager of Customer Success, Enterprise Renewals at New Relic, Inc. Additionally, Kelly has experience as a Manager of Sales Development and as an SDR Manager at Wizeline, as well as serving as the San Francisco Community Chair for Women in Sales Everywhere (WISE). Kelly holds a degree in Global Studies & Spanish, International Relations from Sonoma State University and has also studied Spanish Language at Tecnológico de Monterrey. Connect with Kelly Key Takeaways - Systems Thinking vs. Goal Setting: Goals help you achieve one-time success, but systems-based strategies ensure sustainable, repeatable success. - Pipeline Predictability Comes from Process: Breaking down the sales cycle into measurable inputs and outputs helps reps consistently hit quota. - Behavior Matters as Much as Performance: Being a "quota crusher" isn’t enough—collaboration, integrity, and consistency are key to long-term success. - AI as a Sales Multiplier, Not a Replacement: Sales professionals must leverage AI tools for research, prioritization, and process automation—but human connection remains essential. Quotes "Revenue intelligence makes arguments about 'who said what' obsolete by providing unfiltered, real-time data everyone can trust." Recommended Resources Books: - Setting the Table by Danny Meyer Newsletter: - Endurance by Katie Ceccarini Podcast: - Grit with Joubin Mirzadegan Connect with Kelly⁠ ⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠ Website…

OnBase: Smashing Sales and Marketing Misalignments

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Ep. 511 | Elevating Account-Based GTM with Revenue Intelligence 43:33

לפני 15 weeks43:33

43:33

Episode Summary In this episode of OnBase, hosts Chris Moody and Alicia Hale sit down with Udi Ledergor to explore the transformative power of revenue intelligence in account-based go-to-market strategies. Udi shares insights from his extensive career, breaking down the evolution of revenue intelligence, its impact on sales and marketing alignment, and the role of AI in reshaping the buyer experience. With thought-provoking anecdotes and actionable advice, this episode is packed with valuable takeaways for revenue leaders aiming to drive growth and foster collaboration. About the Guest Udi Ledergor is a five-time Marketing leader at B2B start-ups and is currently the Chief Evangelist at Gong. On his journey from Marketer #1 to Gong’s Chief Marketing Officer, he led the creation of the revenue intelligence category, pioneered an iconic, human-centric brand, and led Gong's Marketing efforts from zero to hundreds of millions in revenue. Passionate about startups and brands during the day, whisky, music, and social activism at night, Udi is also an author, speaker, mentor, angel investor, board member, and advisor based in San Francisco. Connect with Udi Key Takeaways - CRM is Becoming Obsolete: Traditional CRM systems fail due to partial, delayed, and biased data. AI-driven tools like Gong are set to replace outdated CRM workflows by automating updates and delivering accurate, real-time insights. - The Power of Mirroring in Sales: Reps who mirror a buyer’s language, including subtle use of swearing, can build rapport and improve win rates by up to 8%. - Sales Success Lies in Listening: Reps who speak less than 46% of the time on calls outperform those who dominate conversations, highlighting the importance of listening to buyer needs. - Revenue Intelligence Fuels Team Alignment: By providing a single source of truth, Gong removes guesswork, aligning sales, marketing, and rev ops on shared data and actionable insights. - AI Enhances Buyer Engagement: From instant call summaries to personalized follow-ups, AI simplifies workflows and improves the buying experience, making it more efficient and human-centered. Quotes “Revenue intelligence makes arguments about ‘who said what’ obsolete by providing unfiltered, real-time data everyone can trust.” Recommended Resource Books: - Think Again by Adam Grant - Red Notice by Bill Browder - Freezing Order by Bill Browder ⁠Connect with Udi⁠ ⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠ Website…

OnBase: Smashing Sales and Marketing Misalignments

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Ep. 510 | How Strategic Content Fuels B2B Growth 18:36

לפני 15 weeks18:36

18:36

Epiosde Summary In this episode of OnBase, host Paul Gibson speaks with Becky Lawlor about transforming B2B content from digital noise into revenue-driving assets. Becky shares insights into the power of original research, emerging content formats, and distribution strategies that cut through B2B noise. From gated content strategies to the role of AI in modern marketing, Becky discusses how B2B marketers can unlock revenue potential with quality, data-driven content. About the Guest Becky Lawlor is the Founder and Chief Research and Content Officer at Redpoint Content, an agency specializing in original research and thought leadership content for B2B tech brands. With over a decade of experience working with companies ranging from startups to Fortune 500s—including Adobe, IBM, and Zapier—Becky has helped clients achieve 2-3x more leads, extensive media coverage, and a measurable boost in engagement. Her passion for data-driven storytelling and original research stems from her ability to excel across content marketing metrics like SEO, brand awareness, and thought leadership. Over the years, she’s surveyed hundreds of B2B audiences and partnered with global marketing teams to deliver research-based content that drives demand and builds credibility. Connect with Becky Key Takeaways - Content That Converts: Original research content drives 3-5x higher engagement than generic educational pieces. - Strategic Gating: Gate content strategically to balance lead capture and accessibility, ensuring a value exchange for gated materials. - Effective Distribution Channels: Focus on one-to-one channels like email and LinkedIn, supported by cornerstone content like webinars, reports, and podcasts. - Data-Driven Decisions: Combine customer insights with marketing data to align content with customer needs and behavior. - The Role of AI: AI tools can enhance brainstorming, outlining, data analysis, and summarizing, but human expertise ensures the quality and relevance of the output. Quotes On Gated Content“The key is to gate content that justifies the investment and offers buyers real value in exchange for their data.” Tech Recommendations - AI tools like ChatGPT and Copilot - Gong for recording calls and deeper insights Recommended Resource Podcasts: - Content Briefly - B2B Marketing with Dave Gerhardt Books: - Obviously Awesome Connect with Becky⁠ ⁠⁠ ⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠ Website…

OnBase: Smashing Sales and Marketing Misalignments

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Ep. 509 | Budget Battles: Aligning Sales, Marketing, and Finance for Growth 35:53

לפני 16 weeks35:53

35:53

Episode Summary In this episode of OnBase, host Chris Moody speaks with Max Maurier about the intricacies of aligning budgets across sales, marketing, and finance to drive organizational growth. They discuss the importance of setting clear go-to-market priorities, measuring ROI accurately, and fostering cross-functional communication to bridge gaps in alignment. Max shares insights into overcoming budget challenges, balancing investments between top-of-funnel and bottom-of-funnel activities, and using innovative AI tools to streamline marketing processes. About the guest Max is an experienced marketing executive with his sights set on ROI and maximizing engagement. His revenue-minded approach to Demand Generation is built on a foundation of Marketing Analytics and Operations. Efficient growth marketing and revenue optimization are the pillars of Max’s ongoing success. He’s a no-fluff marketer with a passion for maniacal execution of GTM strategy, data-driven analysis and sales alignment. Max builds world-class teams and employs modern AI-powered MarTech designed to inspect what’s expected and scale sales and marketing processes to drive growth. Connect with Max Key takeaways - Sales, Marketing, and Finance Alignment: Achieving cross-functional harmony requires clear priorities, shared goals, and consistent communication throughout the fiscal year. - Tailored Budget Allocation: Investments should align with specific go-to-market priorities, such as new logo acquisition, customer retention, or cross-sell opportunities. - The Role of Soft Skills: Presentation skills and structured communication are critical for marketing leaders to gain stakeholder buy-in and showcase the impact of their strategies. - Innovative AI Applications: Tools like Google’s Notebook LM reshape internal training by transforming written assets into engaging audio formats. - Metrics-Driven Decision-Making: Choosing the right KPIs and frameworks to measure marketing’s impact on revenue is vital for demonstrating ROI and refining strategies. Quotes On Alignment: “Sales, marketing, and finance need to align on go-to-market priorities for budgets to reflect the organization’s true objectives.” On Presentation: “Great presentation skills can make or break your ability to secure buy-in during critical budget discussions.”…

OnBase: Smashing Sales and Marketing Misalignments

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Ep. 508 | The CEO’s Guide to Transforming Thought Leadership into Sales Success 24:57

לפני 20 weeks24:57

24:57

Episode Summary In this episode of OnBase, host Chris Moody talks with Kris Rudeegraap about innovative approaches to thought leadership, the use of AI tools, and leveraging direct mail to break through email saturation and create personalized customer experiences. Kris shares his journey from Silicon Valley software sales to founding Sendoso, a category-defining direct mail and gifting platform. The conversation dives into actionable strategies for building a thought leadership culture, using AI for smarter engagement, and orchestrating complex sales processes. Kris highlights how combining creative campaigns, social media, and direct mail can generate significant pipeline growth and enhance brand awareness. About the guest Kris Rudeegraap is the co-founder and CEO of Sendoso, the leading Sending Platform. Kris has more than a decade of sales experience and has spent time at Talkdesk, Yapstone, and Piqora. During that time, he discovered that creating meaningful engagements through direct mail and gifting was an effective way to drive demand and increase sales—which helped inspire the idea for Sendoso. Kris is a California native and CSU-Chico alum currently residing in the Bay Area. Connect with Kris Key takeaways - Thought Leadership as a Growth Driver : Kris emphasizes the role of thought leadership in educating the market, inspiring internal teams, and generating quality leads. - The Power of Direct Mail : Innovative direct mail campaigns, integrated with social and digital channels, can cut through saturated email inboxes and create memorable customer interactions. - Leveraging AI for Sales Enablement : Kris outlines how tools like Clay, Hyperbound, and Grace are revolutionizing outreach, training, and account management. - Category Creation : Educating the market is critical in emerging categories. Thought leadership and community building can amplify this effort. - Social Media for Pipeline Growth : Consistently sharing content and creating employee-driven advocacy on platforms like LinkedIn can be a lead generation powerhouse. Quotes On Thought Leadership: "Thought leadership inspires your team internally and builds trust externally, driving both brand value and pipeline growth." On Personalization: "Customers don’t want just another email—they want relevance, authenticity, and creativity at every touchpoint." Books: - Revenge of the Tipping Point by Malcolm Gladwell Newsletters: - Hypergrowth Leadership - Andy’s newsletter…

OnBase: Smashing Sales and Marketing Misalignments

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Ep. 507 | Buying Groups: The Next Seismic Shift in ABM 34:43

לפני 20 weeks34:43

34:43

Episode Summary In this episode of the OnBase podcast, Chris Moody hosts Jeremy Schwartz, who shares insights on the seismic shift from MQL-based approaches to buying groups in Account-Based Marketing (ABM). Jeremy discusses his extensive background in marketing and the challenges of traditional lead-based systems, emphasizing inefficiencies like low conversion rates and misaligned metrics. He highlights the transformative potential of buying groups, explaining how they enable better targeting and personalized engagement across accounts. Jeremy delves into the importance of leveraging data science, marketing automation, and RevOps collaboration to identify and activate high-value opportunities, while sharing practical examples from his experience at Palo Alto Networks. This engaging conversation offers actionable strategies for aligning sales and marketing teams to drive opportunity creation and improve pipeline outcomes. About the guest Jeremy Schwartz is the Sr. Manager of Global Lead Management & Strategy at Palo Alto Networks. He is a seasoned Global RevOps Marketing Leader with over 25 years of experience driving growth and innovation for B2B organizations. Renowned for pioneering strategic buying group models, Jeremy specializes in optimizing demand generation and lead management to deliver measurable results. His expertise lies in architecting large-scale, integrated campaigns that enhance visibility, engagement, and revenue. Committed to fostering collaboration, Jeremy aligns marketing and sales to achieve operational harmony and shared objectives. By leveraging data-driven insights, he transforms complex challenges into strategic growth opportunities, creating long-term business impact and scalable success. Connect with Jeremy Key takeaways - Traditional MQL models lead to inefficiencies like low conversion rates, wasted resources, and engagement with low-priority contacts. Jeremy explains how these models fail to identify real opportunities within accounts. - Jeremy describes buying groups as the next evolution in ABM, focusing on identifying multiple stakeholders within an account and targeting them collectively to improve opportunity creation. - First-, second- and third-party intent signals are critical to identifying active buying groups within accounts. Understanding these signals allows for better allocation of resources and more targeted marketing and sales efforts. - Jeremy outlines how buying groups allow both marketing and sales to work together by using personalized tactics for different stakeholders, creating a seamless activation process. - By analyzing historical data, companies can identify key personas involved in successful deals and tailor their outreach to align with the needs of similar stakeholders in the future. - Jeremy highlights the importance of tools like Demandbase, LeanData, Marketo, and custom-built applications for implementing and scaling buying group strategies effectively. - Jeremy predicts that buying group adoption will accelerate, and technology will evolve to better support this motion, offering enhanced tools for targeting and collaboration. - The successful adoption of buying groups requires an iterative approach that starts with manual processes, develops clear workflows, and eventually integrates technology to scale. Quotes On Identifying Buying Groups: “Being able to see who's in a buying group and understanding their personas is the first step to transforming your account-based strategy.” On Optimizing Resources Based on Signals: “Don’t spend money where you see low or no engagement. When you see a high signal account, throw everything, including the kitchen sink, at it.” Communities: - Buying group members (LinkedIn community) : A community dedicated to discussions and insights on buying group models in B2B marketing. He recommends this group for professionals seeking to deepen their understanding of buying groups and to engage with industry experts.…

OnBase: Smashing Sales and Marketing Misalignments

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Ep. 506 | Crafting a Winning GTM Strategy from the Ground Up 33:24

לפני 21 weeks33:24

33:24

Episode Summary In this Onbase episode, Justine Davis, Head of Marketing at Postman, shares her journey from hospitality marketing to leading high-performing teams in tech, offering insights on building go-to-market (GTM) strategies. She emphasizes the importance of aligning sales, marketing, and product teams through data-driven decisions, internal collaboration, and empathy for organizational change. Justine discusses adapting to shifts in marketing attribution, such as the decline of third-party cookies and highlights tools like Salesforce, Looker, and SparkToro as essential for staying competitive. She also underscores the value of curiosity, leadership, and strategic planning in navigating future challenges, offering practical advice for scalable success in B2B marketing. About the guest Justine Davis is Head of Marketing at API platform Postman. She previously served as the Head of Marketing for Atlassian’s Agile and DevOps suite of products. With over 9 years of experience working with DevOps teams and tools, Justine is passionate about solving the needs of customers. Outside of work Justine is a mom, avid reader, and loves to close the move goal rings in sunny Scottsdale, AZ on her Apple Watch. Connect with Justine Davis Key takeaways - Conduct a listening tour to understand team dynamics, customer needs, and current successes to shape a data-driven strategy. - Align with sales, product, and data teams by addressing their priorities and showing how the strategy supports shared goals. - Transition to server-side tracking for accurate attribution and compliance with evolving privacy regulations like GDPR. - Hire experienced professionals for new functions to quickly establish processes and build team capability. - Focus on professional domain sign-ups for PLG and pipeline velocity for enterprise strategies to track success. - Foster curiosity and cross-functional collaboration to drive innovation and align teams with shared objectives. Quotes "Trust is built by aligning our goals with those of sales, product, and data teams, fostering a collaborative environment where strategies support shared objectives." Recommended Resource Podcast: - All-In Podcast : A resource for staying updated on general tech trends.macroeconomic trends, industry developments, and insights into the future of AI. - Lenny’s Podcast : A go-to for practical and actionable advice on product management, growth, and startups. - Remarkable Marketing Podcast : Focused on effective marketing strategies and trends. - Prof G Podcast : A great choice for insights into tech, marketing, and business strategies Connect with Justine Davis ⁠⁠ ⁠ ⁠⁠ | ⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠Website…

OnBase: Smashing Sales and Marketing Misalignments

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Ep. 505 | AI-Driven Demand Gen: Predictive Analytics and Zero-Party Data Unlocked 27:23

לפני 22 weeks27:23

27:23

Episode Summary In this episode of OnBase, host Paul Gibson talks with AI growth expert Clemens Deimann about how AI transforms demand generation. Clemens highlights AI’s role in enhancing marketing through predictive analytics, audience segmentation, campaign optimization, and real-time simulations. He also shares strategies for overcoming AI adoption challenges and emphasizes using AI to complement human intuition. This conversation offers practical advice and recommendations for leveraging AI in marketing. About the guest Clemens Deimann is a recognized leader and innovator in Demand Generation, with expertise in integrating AI into marketing strategies. His career journey is marked by a deep commitment to optimizing and scaling Demand Generation processes, which he has sharpened through pivotal roles at leading global companies like Google and LinkedIn. Now at Algomarketing, Clemens is leveraging his extensive experience to drive the future of Demand Generation, ensuring that companies can navigate and thrive in the rapidly evolving digital landscape. Connect with Clemens Key takeaways - AI in Marketing: AI enhances human intuition by providing data-driven insights, enabling better decision-making in demand generation and closing pipeline gaps efficiently. - Key AI Levers: Marketers can use AI to dynamically segment audiences, refine value propositions for personalized messaging, and optimize campaign channels and timing. - Real-Time Optimization: AI-powered simulations allow marketers to predict and tweak campaign performance before execution, reducing trial-and-error cycles. - Overcoming Challenges: Adoption barriers like use case identification and cost concerns can be addressed through rapid prototyping to test AI solutions effectively. - Zero-Party Data: Allowing users to set communication preferences builds trust, supports hyper-personalization, and aligns with privacy-conscious trends. - AI as a Partner: AI complements human roles by acting as a productivity-enhancing tool rather than replacing marketers or sales professionals. Quotes On AI-Driven Campaign Optimization: "AI enables real-time campaign optimization, allowing marketers to tweak audience targeting, messaging, and channels before execution." On Zero-Party Data: "Allowing users to set communication preferences builds trust and supports hyper-personalization, aligning with privacy-conscious trends." Podcast: All-In Podcast : Clemens suggests this podcast for its comprehensive coverage of macroeconomic trends, industry developments, and insights into the future of AI. ⁠Connect with Clemens⁠ ⁠ | ⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠ Website…

OnBase: Smashing Sales and Marketing Misalignments

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Ep. 504 | Redefining ABM as a Go-To-Market Game Changer 27:22

לפני 23 weeks27:22

27:22

Episode Summary In this OnBase episode, Chris Moody talks with Tyler Pleiss, Associate Director of Growth Marketing at Movable Ink, about transforming Account-Based Marketing (ABM) from a tactical tool into a strategic go-to-market approach. Tyler shares insights on aligning ABM with enterprise goals, fostering cross-functional collaboration, and leveraging AI for efficiency. He emphasizes the importance of targeted personalization, strategic account prioritization, and focusing on measurable outcomes to drive impactful results. About the guest Tyler Pleiss is a seasoned marketing professional with extensive experience in account-based marketing (ABM) and growth marketing strategies for B2B organizations. Currently serving as Associate Director of Growth Marketing at Movable Ink and a member of the Executive Council at ForgeX, Tyler also consults on marketing strategies at TACK and founded The Pleiss is Right, LLC., a platform dedicated to ABM insights. Previously, Tyler held key roles at Clari, where the focus was on establishing growth marketing for the Strategic Industries segment, and at Terminus, leading strategic ABM initiatives. Additional experience includes positions at Quantum Workplace, Signal 88 Security, and Courtside Marketing. Tyler earned a Master's degree in Management with a Marketing focus from Bellevue University and a Bachelor's degree in Business/Sports Management from Buena Vista University. Connect with Tyler Pleiss Key takeaways - ABM as a Strategic Lever: Reframe ABM as a strategic tool driving measurable business goals like upsells and new market expansion. - Aligning Enterprise Teams: Connect ABM strategies to top company objectives, ensuring alignment across marketing, sales, and SDRs. - Data-Driven Insights: Use analytics to target high-value accounts with the greatest revenue potential. - Cross-Functional Collaboration: Strengthen team alignment through structured communication and project management. - AI for Efficiency: Leverage AI tools to streamline account research, content creation, and campaign execution. - Human-Centric Personalization: Maintain deep personalization by focusing on fewer, high-priority accounts. - Smart Budget Decisions: Double down on marketing channels proven to contribute to pipeline and revenue. - Team Buy-In: Engage sales leaders and SDRs to embed ABM into shared revenue strategies. - Balanced Automation: Use automation for efficiency while preserving authentic, human-led interactions. - Long-Term Relationships: Build lasting connections with key accounts for sustained growth. - Iterative Improvement: Continuously refine ABM tactics using team feedback and performance data. - Targeted Personalization: Scale personalization efforts strategically without sacrificing quality or impact. Quotes On Shifting ABM to Strategy: "ABM isn't just a marketing tactic—it’s a strategic framework that ties directly to enterprise goals like growth and expansion." On GTM Alignment: "Success in ABM comes when marketing, sales, and SDR teams rally around shared objectives and prioritize the right accounts together." On Data Utilization: "Data-driven insights aren't optional; they’re the backbone of any effective ABM program, helping us focus on accounts that truly matter." Connect with Tyler Pleiss | ⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠ | ⁠⁠⁠⁠ Website…

OnBase: Smashing Sales and Marketing Misalignments

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Ep. 503 | Going from Traditional Sales to a Buyer-Centric Data-Driven Model 35:10

לפני 23 weeks35:10

35:10

Episode Summary In this episode of OnBase, host Chris Moody talks with Scott Clark about transforming B2B sales through a buyer-centric, data-driven approach. Drawing from his 30 years of experience in enterprise sales and marketing, Scott shares insights on aligning sales and marketing, leveraging data for efficiency, and integrating CRM and AI tools to enhance customer engagement. He emphasizes the importance of understanding buyer behavior, fostering collaboration, and adapting to digital transformation to drive growth and competitiveness. This conversation offers actionable advice for anyone navigating the evolving sales landscape. About the guest Scott Clark, Vice President of America Sales at CTG, is a 30-year industry veteran helping clients achieve digital transformation. Mr. Clark earned a bachelor’s degree in Marketing from Butler University, a master’s degree in Management from Harvard University, and is a National Association of Corporate Directors member. Prior to Computer Task Group, Inc. (Nasdaq: CTG), he was the VP of Sales at Ensono, a technology adviser and managed service provider. Before Ensono, he was the Vice President of Sales for the Managed Services Division at NTT Limited (NTT). Before NTT, he served as the Chief Marketing Officer at ConvergeOne. Connect with Scott Key takeaways - Shift to Buyer-Centric Sales: Organizations must adapt to buyers' preferences for self-research and personalized experiences, focusing on being consultative rather than seller-driven. - Data-Driven Strategies: Leveraging data for better forecasting, decision-making, and personalization is essential for reducing sales cycles and improving customer engagement. - Sales and Marketing Alignment: Collaboration between sales and marketing is critical to achieving consistent messaging, targeting, and driving efficiency in the customer journey. - Adopting Technology: Tools like CRMs, marketing automation platforms, and AI-driven insights are foundational for enhancing sales processes and creating competitive differentiation. - Change Management: Successfully navigating sales transformation requires leadership skills to manage mindset shifts, processes, and emotions associated with organizational change. - Focus on Growth Metrics: Understanding and optimizing conversion rates, customer lifetime value, and demand generation efficiency are vital for sustainable growth. - Importance of Data Literacy: Sales teams must be adept at interpreting and applying data insights to make informed decisions and strengthen customer relationships. Quotes On Buyer-Centric Models: "Buyers expect to be taught, to learn something, and to gain knowledge in their decision-making process—not to be told what to do." On Personalization : "Personalize it to me, align it with my organization and my role. Buyers today demand relevance at every step." Books: - The Challenger Sale by Matthew Dixon and Brent Adamson : This book explores the importance of teaching, tailoring, and taking control in sales conversations. - Building a StoryBrand by Donald Miller : It emphasizes the power of storytelling in marketing to clarify messages and engage customers. - Predictable Revenue by Aaron Ross : This guide offers insights into building scalable sales processes and generating consistent revenue. Blogs: - HubSpot Blog : A comprehensive resource covering topics in marketing, sales, and customer service. - Sales Hacker : Provides practical advice and strategies for modern sales professionals. Newsletters: The Lean Startup Newsletter: Offers insights into agile methodologies and innovative business strategies. ⁠Connect with Scott⁠ ⁠ | ⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠ | ⁠⁠⁠ Website…

OnBase: Smashing Sales and Marketing Misalignments

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Ep. 502 | Why Brand is Your Biggest Revenue Driver 27:27

לפני 24 weeks27:27

27:27

Episode Summary In this episode of OnBase, host Chris Moody sits down with marketing powerhouse Elizabeth Hague to explore the pivotal role of brand building in driving responsible growth and long-term revenue success. Drawing from her 15 years of experience, Elizabeth shares actionable insights on breaking down silos, aligning the brand with demand, and fostering customer obsession to create unified, revenue-driven strategies. From navigating B2B and B2C landscapes to leveraging AI for efficiency, she offers bold perspectives on category leadership, measurable brand success, and overcoming skepticism from boards and CFOs. Tune in to learn how a strong brand foundation can transform your business for 2025 and beyond. About the guest Elizabeth Hague is a seasoned marketing executive with 15 years of experience scaling brands and driving revenue growth. She has shaped a $2.3B valuation brand, scaled two companies to acquisition, and advised over 115 businesses. Recognized as one of Georgia's "Most Remarkable Women" for her mentorship of female entrepreneurs, Elizabeth specializes in aligning brand, demand, and product strategies for pre-IPO companies. With a focus on customer obsession and measurable impact, she empowers teams to deliver full-funnel marketing success and long-term growth. Connect with Elizabeth Key takeaways - Brand as a Revenue Driver: Elizabeth emphasizes that brand building is critical for responsible growth and long-term success, bridging the gap between customer trust and measurable revenue outcomes. - Unified Marketing Approach: Breaking down silos between brand, demand, and product teams is essential for a cohesive strategy that drives category leadership and sustainable growth. - Customer Obsession Wins: A customer-first approach fuels brand trust, repeat business, and long-term revenue, making customer success a key component of marketing strategies. - A brand is Measurable: Contrary to popular belief, brand initiatives can and should be tied to measurable outcomes, such as pipeline influence, customer retention, and category leadership metrics. - Leadership in Uncertainty: In tough economic times, aligning brand strategy with revenue goals helps companies navigate challenges and emerge stronger. - Leveraging AI in Marketing: Elizabeth advocates for using AI to enhance efficiency, from streamlining content creation to personalizing customer experiences, while keeping a human touch. - Advocating for Brand Investment: To address skepticism from boards or CFOs, marketers must connect brand strategy to tangible business outcomes, such as improved onboarding, NPS scores, and trust-building initiatives. - Adapting Across B2B and B2C: Drawing from her experience in both spaces, Elizabeth underscores the importance of tailoring brand strategies to industry-specific needs while focusing on customer value. Quotes On Brand and Revenue Alignment: "Brand isn't just about aesthetics; it's a strategic asset that, when aligned with revenue goals, drives sustainable growth." On Customer-Centric Strategies : "Putting the customer at the heart of your brand strategy transforms them into advocates, fueling long-term success." Recommended Resource Books - " Stealing the Corner Office ": A practical and concise book providing insights on navigating workplace politics and leadership. - “ Revenue Architecture ”: Elizabeth mentioned this new book, focusing on the bow-tie revenue model and aligning revenue leaders across marketing and sales. ⁠Connect with Elizabeth⁠ | ⁠⁠Follow us on LinkedIn ⁠⁠ | ⁠⁠ Website…

OnBase: Smashing Sales and Marketing Misalignments

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Ep. 501 | How AI-Based Detection is Revolutionizing Security 22:12

לפני 24 weeks22:12

22:12

Episode Summary In this episode of OnBase, host Chris Moody talks with Anh Huynh about the evolving role of AI in cybersecurity, especially in email and collaboration systems. Anh shares his journey from early IT setups to today's advanced AI-based security measures, highlighting the shift from heuristics-based to AI-driven threat detection to combat sophisticated business email compromises (BEC). Anh explains how collaboration, communication, and integrating AI across security infrastructures are crucial in staying ahead of cyber threats. They also discuss the importance of emotional intelligence, balancing hybrid work environments, and tools that enhance security and quality of life, especially for remote work. About the guest Anh Huynh is the Director of Messaging Engineering and Head of Security Services at Applied Materials, where he has led teams in securing critical communication infrastructure for nearly five years. In this role, Anh focuses on cybersecurity measures within messaging and collaboration spaces, implementing advanced AI/ML detection processes, and enforcing security protocols like SPF, DMARC, and DKIM to address emerging cyber threats. He also oversees supply chain cybersecurity initiatives, IP protection, and data loss prevention, integrating solutions across platforms like Outlook, Exchange, and Office 365. With over 18 years of experience in global messaging, Anh combines technical expertise with a strategic approach to managing cybersecurity and team development, making him a valuable voice on the role of AI and layered security in modern enterprises.Anh also helps businesses enhance their cybersecurity strategy through his firm, ADH Consulting .Connect with Anh: Phone: 831-277-3525 | Threads: @anhdhuynh75 | Email: anhdhuynh@gmail.com | LinkedIn Key takeaways - AI in Cybersecurity: AI is crucial for detecting sophisticated threats like business email compromises, surpassing traditional methods. - Collaboration is Key: Effective cybersecurity needs strong collaboration and shared intelligence across teams. - Hybrid Work Balance: A balanced mix of in-office and remote work supports productivity and security adaptability. - Layered Security: A multi-layered defense, combining traditional and AI methods, enhances threat detection. - Actionable Insights: AI should provide clear, actionable insights to reduce manual work and improve security. - Emotional Intelligence: Leaders should cultivate emotional intelligence to manage hybrid teams better. - Tech and IoT Tools: Familiarity with various tech ecosystems and using IoT tools can improve personal and professional security. Quotes "The old process of heuristics-based security does not work today in the real world." -Anh Huynh Recommended Resource Books Emotional Intelligence by Daniel Goleman : It explores how understanding and managing emotions can enhance personal and professional relationships ⁠⁠Connect with Any Huynh | ⁠Follow us on LinkedIn ⁠ | ⁠ Website…

OnBase: Smashing Sales and Marketing Misalignments

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Ep. 500 | The Next Frontier in Account-Based GTM 42:29

לפני 25 weeks42:29

42:29

Episode Summary In this Special episode celebrating the release of our 500th episode, OnBase welcomes Demandbase CEO Gabe Rogol to discuss the company’s recent rebrand and the future of account-based GTM strategies. Gabe shares the vision behind the transformation, emphasizing Demandbase’s commitment to solving modern B2B challenges through enhanced integration, transparency, and AI-driven automation. He explains how these changes aim to better align marketing and sales efforts for long-term account success. Gabe also dives into the next phase of account-based strategies, highlighting new insights, data strategies, and automation that will drive alignment and efficiency across teams, shaping Demandbase’s path forward. About the guest As the Chief Executive Officer of Demandbase, I'm responsible for fulfilling the company's mission of transforming how B2B companies go-to-market. Since joining Demandbase in 2012, I've been committed to setting the product and corporate strategy for the company. Throughout my two-plus decade career, I've held various leadership positions, including managing world-class customer service and sales teams at IDG and other leading publishers. I received my BA in Comparative Literature and Russian Language and Literature from Brown University. Connect with Gabe Rogol Key takeaways - Purposeful Rebranding: Demandbase’s rebrand isn’t just cosmetic—it reflects a strategic shift to address evolving B2B needs. Gabe highlights the importance of aligning brand, product, and go-to-market strategy to better meet customer challenges. - Account-based GTM as a Strategic Approach: Gabe emphasizes that account-based go-to-market strategies should be treated as a C-suite initiative rather than a marketing tactic. This shift requires cross-functional alignment, especially between marketing and sales, to maximize account lifetime value. - Enhanced Data Strategy: Successful account-based approaches rely on robust data strategies. Gabe discusses how integrating various data sets—like intent, engagement, and firmographics—is essential to provide actionable insights and ensure alignment. - The Role of AI and Automation: AI-driven automation is key to the future of account-based strategies, reducing manual tasks and delivering actionable insights on audience targeting, messaging, and engagement across platforms, creating a more efficient and effective go-to-market approach. - Focus on High-Value Accounts: Demandbase’s approach prioritizes identifying and aligning resources with accounts that offer the greatest potential lifetime value, shifting focus from broad lead generation to targeted engagement with the right customers. Quotes On Rebranding : “Rebranding isn’t just a new look; it’s a whole-company initiative. It’s about understanding where our market is going and clarifying what we want to represent in this new era for Demandbase and the account-based go-to-market category.” On Strategic Alignment : “An account-based approach should be a C-level strategic initiative—not just a marketing tactic. Aligning sales, marketing, and operations around high-value accounts is essential for long-term success.” On Data and Intent : “Intent data is powerful, but it’s just one piece of the puzzle. Real success comes from layering intent with technographic, firmographic, and engagement data to create a holistic, actionable view of target accounts.” On the Future of Account-Based Marketing : “We’re entering a new phase focused on automation and insights. By delivering audience, message, and action insights across platforms, we’re setting the stage for a more efficient and impactful go-to-market strategy.” On AI’s Role : “AI has the potential to fulfill the true promise of account-based marketing by automating complex processes and delivering the insights teams need to focus on what really matters: driving value for high-impact accounts.” ⁠Connect with Gabe Rogol⁠ | Follow us on LinkedIn | Website…

OnBase: Smashing Sales and Marketing Misalignments

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Ep. 499 | Achieving Cross-Functional Alignment for Revenue Growth 28:58

לפני 26 weeks28:58

28:58

Episode Summary In this episode of OnBase, Kyle Lacy discusses strategies for achieving cross-functional alignment between sales, marketing, and other teams. He identifies the main B2B marketing challenge as aligning these groups around common metrics and goals, emphasizing the need for documented processes and a shared revenue model. Kyle stresses the importance of marketing demonstrating its contribution to sales outcomes, not just brand-building. He also shares insights on leveraging AI tools while cautioning against replacing human sales roles. Overall, Kyle provides practical advice for B2B marketers seeking to improve cross-functional alignment and drive business growth. About the guest Kyle has spent the last 17 years building, scaling, failing, and winning in high-growth software. He’s currently serving the Jellyfish team as their CMO, and before joining the Jellyfish “bloom,” he had the pleasure of building a company called Lessonly. He has also been fortunate to lead teams at Seismic, OpenView, Salesforce, and ExactTarget. But most importantly, he is the father to two wonderful boys, an energetic dog, and one too many books on World War II. Connect with Kyle Lacy Key takeaways - Cross-functional alignment: Success in sales and marketing hinges on aligning around shared performance metrics e.g., pipeline, revenue) and fostering collaboration across teams. - Focus on key numbers: Misalignment often occurs when sales and marketing teams aren’t tracking the same metrics. Agreement on crucial numbers is vital for achieving alignment. - Sales and marketing collaboration: Understanding the sales model, including pipeline coverage and quota attainment, is critical for marketers to contribute effectively to revenue. - Importance of brand: While brand building is essential, it must always tie back to measurable business results like pipeline and bookings. - AI in marketing: AI is useful as an assistant for research, content creation, and data analysis, but it’s not yet capable of fully replacing human tasks, especially in prospecting. - Engaging content: Effective case studies and white papers should focus on clear ROI data rather than just promotional content, making them more engaging and useful for prospects. - Documentation and process: Having a well-documented process and alignment on definitions like MQLs) helps prevent confusion and misalignment between teams. - Marketing’s goal: The ultimate purpose of marketing is to help sales close deals, and success is determined by contributions to pipeline and quota. Quotes "Nobody cares about your brand campaign if your sales team hits 40% quota attainment." "If you're not aligned with the sales leader and not looking at the same numbers, eventually it's going to break." Recommended Resource Books "Elon Musk" by Walter Isaacson : Kyle recommends this biography for its insights into the mindset of innovators with extreme urgency and ambition. Newsletters Ultra Successful by Dr. Julie Gurner : A paid newsletter Kyle highly recommends. He praises Dr. Gurner for her brilliant insights, noting that it’s one of the few newsletters he subscribes to. ⁠Connect with Kyle Lacy⁠ ⁠⁠ ⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ |⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website…

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OnBase: Smashing Sales and Marketing Misalignments « » Ep. 477 | Using Intent Data and AI to Maximize Revenue

Ep. 477 | Using Intent Data and AI to Maximize Revenue

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The Let Them Theory: A Life-Changing Tool That Millions of People Can't Stop Talking About

The Let Them Theory: A Life-Changing Tool That Millions of People Can't Stop Talking About

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Ep. 477 | Using Intent Data and AI to Maximize Revenue