Ep. 480 | Why Most Marketers are Getting Agile All Wrong?

OnBase: Smashing Sales and Marketing Misalignments

OnBase: Smashing Sales and Marketing Misalignments

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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.

<div class="span index">1</div> <span><a class="" data-remote="true" data-type="html" href="/series/obscurities">Obscurities</a></span>

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Obscurities

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לפני 14 ימיםלפני 14d ago

בטל רישום

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Tales of our world's most unusual events, odd objects, and obscurities.

לפני שנה 22:59

MP3•בית הפרקים

Episode Summary This podcast episode discusses how Jodie Woodworth implemented an agile marketing framework to improve efficiency and productivity at her company. She shares how she overcame resistance from her team by empowering them and introducing agile principles gradually. Originally the team struggled with slow project completion due to perfectionism, but agile practices helped deliver value to customers faster. The speaker discusses optimizing meetings, prioritizing tasks, and improving communication through daily stand-ups and regular team collaboration. Metrics for tracking campaign performance and strategies for continuous improvement are also covered. The importance of adapting quickly to changes in their fast-paced industry is emphasized.

About the guest

Jodie Woodworth is the head of marketing for Envysion, a Motorola Solutions company focused on managed video technology to reduce loss, improve safety & security, and create operational excellence protecting restaurant and retail establishments. She is passionate about B2B marketing and leading an agile marketing team by empowering others to flourish in their role.

Connect with Jodie Woodworth

Key takeaways
- Implement agile marketing gradually to gain team buy-in and overcome resistance to change

- Empower your team to make decisions, take risks, and learn from failures

- Prioritize tasks based on duration and value delivered to customers

- Optimize meetings and communication through daily stand-ups and collaboration across teams

- Track campaign metrics like engagement and lead generation to improve strategies

- Continuously adapt strategies and processes to changes in your industry's pace of innovation

Quotes
“If you're stuck and don't know why it didn't work, figure out why it didn't work and try something else. But do it quickly.” -Jodie Woodworth

Recommended Resource

Books
-Story Brand by Donald Miller.

-Atomic Habits by James Clear.

Podcast

-Exit Five by Dave Gerhardt.

⁠Connect with Jodie Woodworth⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ |⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website

525 פרקים

#Business #B2B Marketing #Marketing #DemandMatrix

OnBase: Smashing Sales and Marketing Misalignments

Ep. 480 | Why Most Marketers are Getting Agile All Wrong?

OnBase: Smashing Sales and Marketing Misalignments

published לפני שנה

שתפו

MP3•בית הפרקים

About the guest

Connect with Jodie Woodworth

Key takeaways
- Implement agile marketing gradually to gain team buy-in and overcome resistance to change

- Empower your team to make decisions, take risks, and learn from failures

- Prioritize tasks based on duration and value delivered to customers

- Optimize meetings and communication through daily stand-ups and collaboration across teams

- Track campaign metrics like engagement and lead generation to improve strategies

- Continuously adapt strategies and processes to changes in your industry's pace of innovation

Quotes
“If you're stuck and don't know why it didn't work, figure out why it didn't work and try something else. But do it quickly.” -Jodie Woodworth

Recommended Resource

Books
-Story Brand by Donald Miller.

-Atomic Habits by James Clear.

Podcast

-Exit Five by Dave Gerhardt.

525 פרקים

#Business #B2B Marketing #Marketing #DemandMatrix

כל הפרקים

OnBase: Smashing Sales and Marketing Misalignments

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

לפני 2 hours30:09

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 5 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 6 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 12 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 19 ימים21:56

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 21 ימים33:32

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 26 ימים35:09

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 5 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 6 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 7 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 8 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 9 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 11 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 12 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 12 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…

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OnBase: Smashing Sales and Marketing Misalignments « » Ep. 480 | Why Most Marketers are Getting Agile All Wrong?

Ep. 480 | Why Most Marketers are Getting Agile All Wrong?

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Ep. 480 | Why Most Marketers are Getting Agile All Wrong?