OnBase: Smashing Sales and Marketing Misalignments

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Sunny Side Up is now 'OnBase', the no-fluff, all-impact B2B podcast bridging the divide between sales and marketing. Hear from the sharpest minds in B2B as they share revenue-boosting tactics and lessons straight from the frontlines and help you solve your toughest challenges.

  1. 9 HR AGO

    Ep. 565 | How AI is collapsing traditional GTM funnels and reshaping product marketing

    In this episode of OnBase, host Chris Moody sits down with Madhup Mishra to explore how AI is collapsing traditional go-to-market funnels and reshaping product marketing as we know it. From redefining buyer journeys to measuring real engagement, Madhup offers a candid, strategic look at what it takes to win in an AI-driven world. He shares his philosophy of “clarity through confusion,” explains how product marketing has evolved from storytelling to enablement, and offers insights into building trust and advocacy with increasingly skeptical, data-driven buyers. Listeners will come away with a modern blueprint for product launches, buyer enablement, and authentic community building, all while balancing automation with the human touch. Key Takeaways AI is Collapsing the Funnel: Traditional marketing funnels are giving way to nonlinear, AI-powered buyer journeys, where time-to-value and hands-on validation matter more than nurture sequences.Product-Led Growth is Accelerating: Buyers expect to experience value immediately—the product must now tell its own story, not just the sales team.From Persuasion to Enablement: Marketers must help buyers make confident decisions, not just convince them with clever messaging.Advocacy is the New SEO: Developers and customers who share their experiences online are now fueling AI search recommendations. Building authentic advocacy impacts discoverability and trust.Measure Engagement, Not Just Activity: Pipeline matters, but depth of engagement—expansion, demos, and authentic community chatter—is the real measure of success.AI Must Be Purposeful: Don’t launch “AI for AI’s sake.” The best AI products solve real, high-friction problems and integrate naturally into customer workflows. Quotes “Advocacy isn’t optional anymore. If your community isn’t talking about you, AI search engines will recommend your competitors instead.” Tech recommendations Gong – For sales insights and understanding customer conversations.Amplitude – For in-product analytics and mapping the customer journey. Resource Recommendations Books: Obviously Awesome by April Dunford – A masterclass in product positioning. Shout-Outs Simon Sinek, Author and Inspirational speaker on business leadership for inspiring purpose-first leadership.April Dunford, Positioning Consultant, Speaker, and Author for redefining how companies position their products.Ethan Mollick, Associate Professor at The Wharton School for his thought leadership on AI and business innovation.About the Guest Madhup leads Product Marketing for SmartBear, creating product and solutions messaging, positioning, and sales enablement, and launching new products. He deeply understands SmartBear’s core developer and development team audience and can strategically communicate the impact of its products throughout the software development lifecycle. With over two decades of technology experience in companies like Hitachi Vantara, Volt Active Data, HPE SimpliVity, Dell, and Dell-EMC, Madhup has held a variety of roles in product management, sales engineering, and product marketing. Madhup lives in Central Massachusetts with his lovely wife, their son, and their dog. In his free time, he loves to travel, bike, and run. Connect with Madhup.

    30 min

  2. 3 DAYS AGO

    Ep. 564 | Client-led GTM: How CMOs can drive sustainable, aligned growth

    In this episode, host Paul Gibson talks with Meta Karagianni about the critical shift toward a client-led go-to-market strategy. Meta shares powerful insights from her recent study of over 100 global CMOs, revealing their top priorities and challenges for 2025. This discussion is a masterclass for any leader looking to move beyond siloed functions and build a truly unified, client-centric organization. Meta provides a clear, actionable framework for success. The conversation covers everything from defining your North Star to developing the right skills within your team. You will learn why optimizing for audiences is more important than optimizing for channels and how to prove marketing's value as a driver of profitable growth, not just a cost center. This is your playbook for building a GTM strategy that wins. Key takeaways Client-centricity is non-negotiable The most successful, high-growth companies are the ones that infuse client-centricity across all go-to-market functions—sales, marketing, product, and customer service. It’s the foundation for every other strategic decision.Growth is about existing customers The top growth strategies for CMOs are key account growth (67%) and customer expansion (63%). The focus has shifted from "growth at all costs" to sustainable, profitable growth driven by retaining and expanding your current customer base.Orchestration trumps siloed programs A critical gap for many organizations is the lack of a connecting tissue between brand, demand, and customer programs. True success comes from orchestrating a unified GTM campaign, not just running separate initiatives.High-growth companies invest more in marketing Data shows that high-growth companies invest significantly more—about 35% more—in their marketing budget. Don't cut the budget; make it more effective by aligning marketing with sales and focusing on the right accounts.Take emotion out of alignment Achieve true cross-functional alignment by grounding conversations in data, not opinions. Use frameworks to diagnose capability gaps and establish a shared terminology and vision for success across the leadership team. Quotes "We are moving away from that mindset that existed a few years back, growth at all costs. No, that's no longer growth at all costs. It is growth that is sustainable, that is profitable." Resource recommendations Books: Co-Intelligence: Living and Working with AI  by Ethan Mollick.Deliberate Calm: How to Learn and Lead in a Volatile World by Jacqueline Brassey, Aaron De Smet, and Michiel Kruyt. Shout-outs Elise Finn - Director and Co-founder of NguziChange.com About the Guest Meta Karagianni is the Chief Consulting and Growth Officer at MomentumABM. With a rich background that includes pivotal roles at Gartner and SiriusDecisions, Meta is a leading authority on building and executing powerful go-to-market strategies. She specializes in driving cross-functional alignment and helping organizations place the client at the absolute center of their growth engine. Her work is dedicated to helping CMOs and their teams navigate change and achieve sustainable, profitable growth. Connect with Meta.

    46 min

  3. 10 OCT

    Ep. 563 | How AI is rewriting marketing, data, and the human side of sales

    This episode of the OnBase Podcast dives headfirst into the seismic shifts transforming the marketing landscape. Host Paul Gibson sits down with Fiona Shepherd to discuss the "change imperative", the urgent need for marketing leaders to reinvent their strategies, structures, and mindsets for 2026 and beyond. This isn't just another conversation about AI; it's a strategic look at how generative AI, shifting buyer behaviors, and new organizational models demand a complete overhaul of the go-to-market playbook. Fiona makes a powerful case for bravery, collaboration, and a renewed focus on revenue. She explains why the traditional funnel is broken, why sales and marketing must finally achieve true alignment, and how to retrain your entire organization to thrive in this new world. This episode is your guide to navigating the chaos and leading your team with confidence. Key takeaways Marketing is a profit centerStop thinking of marketing as a cost. It is the lifeblood of the organization, driving revenue, reputation, and growth. Invest in it, especially in turbulent times. The funnel is deadThe buyer journey is no longer linear. With over 60% of searches satisfied by generative AI, you have to find new ways to be present in the 80% of the buying process that happens outside your direct influence. Embrace the change imperativeThe current level of change is a true inflection point. Businesses that are brave enough to embrace it and adopt new technologies like agentic AI are already pulling ahead. Those who wait will be left behind. Reskill your entire organizationThe biggest imperative is to take your people on the journey. From the C-suite to the front lines, everyone needs to be retrained and made comfortable with AI to be the human control layer that ensures trust and fairness. Sales and marketing alignment is no longer optionalAI and new buyer behaviors make a unified GTM motion mandatory. Organizations must restructure to ensure sales and marketing work as one cohesive team, armed with the same insights and goals. Quotes "We are not a cost center. Marketing is a profit center. It drives revenue, reputation, and brand. It is the very center and core of how a business operates." Resource recommendations Podcast: The Diary of a CEO by Steven Bartlett. TV shows: Ted Lasso on Apple TV+. Shout-outs Kate Mackie - Global Marketing Leader at EYJoel Harrison - Founder,Director,Ambassador at B2B Marketing About the Guest As Head of Agency Services Europe, Marketbridge, Fiona is embracing the opportunity to establish Marketbridge in this critical Region. She leads an incredible Leadership team focused on organic expansion, acquisitions, innovation, strategic partnerships, and operational excellence. A proven leader in expanding global markets with 25+ years of experience, Fiona excels at building high-performing teams, deepening executive client relationships, and evolving service portfolios to meet changing enterprise needs. Fiona plays a pivotal role in securing material growth across the region, forging partnerships that deliver lasting impact. Connect with Fiona.

    56 min

  4. 3 OCT

    Ep. 562 | AI in B2B advertising: Craig Miller (AWS) on what’s next for marketers

    Demandbase CEO Gabe Rogol hosts a critical conversation with Craig Miller of AWS to tackle the seismic shifts reshaping the advertising landscape. They dive into how generative AI and LLMs are fundamentally disrupting digital advertising, from the very definition of context to the future of SEO and SEM. The discussion moves beyond the hype to identify the AI use cases that are delivering real outcomes for marketers right now. This episode is essential for any go-to-market leader navigating this transformation. You'll gain a clear understanding of the blockers holding teams back and the data strategies required to win. Craig provides a visionary yet practical roadmap for embracing the future, ensuring your organization not only survives but thrives in the new era of AI-driven advertising. Key Takeaways Outcomes Remain the SameDespite rapid technological change, the fundamental goals of marketing—acquiring, retaining, and upselling customers—remain constant. AI is a powerful new tool to achieve these goals more efficiently. Data Is the DeterminantYour data strategy is the most critical ingredient for success. Winning in the AI era depends on your ability to unify and activate high-quality first-party and third-party data. New Channels Are EmergingAI is creating a new advertising channel. Marketers must learn to influence AI agents at the "point of reasoning" to ensure their products and services are discovered. Start Now and Build MomentumDon't wait for the future to take shape. The winners of tomorrow are building their organizational knowledge and operational muscle today by starting with achievable, high-value use cases. Partnerships Accelerate SuccessOvercoming internal data and organizational blockers is complex. Working with integrated platform partners like Demandbase and AWS accelerates time-to-market and removes the undifferentiated heavy lifting. Quotes "Data is absolutely the critical ingredient. It's kind of a garbage in, garbage out problem." Tech Recommendations AWS Bedrock DemandbaseAbout the Guest Craig Miller is the Global Industry and Solutions Lead for Advertising and Marketing at AWS. With decades of experience at the forefront of digital advertising, from building the first third-party ad server to driving innovation at AppNexus and Xandr, Craig brings a powerful perspective on the convergence of data, AI, and marketing technology. His work at AWS places him at the center of how the world's most innovative companies are preparing for the next chapter of advertising. Connect with Craig.

    47 min

  5. 25 SEPT

    Ep. 561 | The review playbook: Boosting B2B revenue and trust

    In this episode of OnBase, host Paul Gibson sits down with Michelle Wrede to explore how businesses can transform customer reviews into powerful drivers of revenue and trust. Michelle shares her unique career path, why psychology plays such an important role in marketing, and how reviews are often undervalued in B2B. From building credibility to improving internal processes, Michelle outlines practical strategies for embedding reviews into sales and marketing funnels. She emphasizes the importance of timing, emotional vs. functional insights, and how reviews can help reduce internal resistance while creating measurable outcomes in areas like conversion optimization, SEO, and customer retention. The conversation also covers the future of AI in review management, the growing importance of transparency, and why testing and iteration are key for success. Key Takeaways Authenticity Matters: Reviews carry an emotional weight and authenticity that case studies often lack—critical in building B2B trust.Leverage Across the Funnel: Reviews aren’t just top-of-funnel proof points—they can drive retargeting campaigns, emails, and late-stage deal confidence.Balance Emotion and Function: Emotional stories resonate, but functional details (like logistics or support feedback) drive practical decision-making.Fix Before You Showcase: Automate collection early, but ensure service or logistical issues are addressed before promoting review scores.Reviews as a Growth Lever: Beyond marketing, reviews can highlight operational gaps and inspire process improvements that directly impact revenue.AI & Transparency: The future of review-driven insights will depend on high-quality, verifiable data that avoids the pitfalls of opaque AI signals. Quotes “From psychology we know reviews work. The key is testing how and where they have the best impact for your business.” Tech recommendations Trustpilot (for automated review collection and integration)Resource recommendations Growth Tribe – Learning hub for growth marketing and experimentationShout-Outs Anna Bertoldini – Senior Social Media Brand Manager, NielsenIQJuanita Solano Espinosa – Senior Marketing Manager Italy, Trustpilot About the Guest As Head of Marketing for Benelux and Sweden at Trustpilot, Michelle works across a wide range of topics within the marketing and e-commerce space. In her current role, she focuses on consumer feedback, broader marketing trends, and the use of social proof and reviews across both B2C and B2B companies. Her background in psychology also gives her valuable insight into cross-border marketing, behavioral psychology, and nudging. Connect with Michelle.

    40 min

  6. 18 SEPT

    Ep. 560 | Why ABM should be the core of every B2B go-to-market strategy

    This episode of the OnBase Podcast delivers a masterclass in building modern go-to-market strategies with ABM at their heart. Host Paul Gibson talks with Robert Norum about why a focused, account-based approach is no longer optional for B2B organizations—it's essential. Robert breaks down the journey from traditional, volume-based marketing to a sophisticated, tiered ABM model that aligns the entire organization. The conversation uncovers the most common challenges businesses face when adopting ABM, from securing leadership buy-in to managing expectations and moving beyond outdated MQL metrics. Robert provides a clear roadmap for success, emphasizing that ABM is not just a marketing tactic but a company-wide directive that unites sales, marketing, and customer success into a single, powerful growth engine. Listen to the full episode to gain the confidence and clarity needed to make ABM your primary GTM strategy. Key Takeaways ABM is the Go-to-Market StrategyFor enterprise organizations, ABM should be the central GTM strategy, not just another marketing program. Focus is EverythingAn account-based approach forces you to concentrate your budget, resources, and people on the accounts that truly matter.. Alignment is Non-NegotiableSuccess depends on creating a "SWAT team" across sales, marketing, and customer success, all working toward shared account goals. Pilots Can Be a TrapTreating ABM as a short-term pilot is a recipe for failure; it requires long-term investment and commitment from the top down. Measure What MattersMove beyond MQLs and vanity metrics. Focus on moving the dial within target accounts, expanding your footprint, and creating real pipeline opportunities.. Quotes "ABM is the glue that has the potential to really connect organizations and break down silos across different teams" Best Moments  (04:37) – The Evolution of ABM: Robert discusses how ABM grew from a one-to-one approach for large enterprises to a scalable, multi-tiered strategy. (09:05) – The Case for Focus: Why concentrating on high-value accounts is the most critical decision a B2B business can make today. (20:12) – The Biggest ABM Challenge: The most common mistake companies make is diving in without defining what ABM means for their organization and getting leadership buy-in. (24:17) – The End of Silos: How an account-based approach fosters an equal partnership between sales and marketing. (30:50) – Winning Over Leadership: Strategies for building a compelling business case for ABM and getting the C-suite excited. (42:40) – The Role of AI: How AI will accelerate ABM, but human intelligence remains essential to brief, interpret, and quality-check the output. Resource Recommendations Books: Account-Based Marketing: The Definitive Handbook for B2B Marketers by Bev Burgess. Shout-Outs Jon Miller - MarTech entrepreneur,Co-founder at Marketo and EngagioMarta George - Head of EMEA AMB Programmes, Ping Identity.Lianne O'Connor - Global Field & ABM Marketing Director, Fluke Corporation.Andy Johnson - Founder and Director of Client Strategy, HUT 3.Charlotte Graham-Cumming - CEO, Ice Blue Sky Corporation. About the Guest Robert Norum is a B2B Marketer with over 30 years experience. He has worked in magazine publishing, IT distribution, marketing agencies and for the last 20 years as an independent marketing consultant. During this time he has worked on brand, demandgen, channel, ecommerce and sales enablement. For the last 10 years he had specialised in ABM working with a number of leading agencies and directly for wide cross-section of global brands. Since 2017, he has delivered the ABM Essentials training course for B2B Marketing training over 750 marketing professionals in the process. Robert has also been the ABM and Demand Strategy Expert on Propolis since its launch. Connect with Robert.

    48 min

  7. 16 SEPT

    Ep. 559 | How CloudPay transformed B2B growth with ABX

    This episode of the OnBase Podcast features a compelling discussion with Nick Webb on the power of a modern go-to-market strategy. Host Paul Gibson and Nick explore the challenges of navigating organizational change and the critical shift from high-volume, low-quality lead generation to a targeted ABM/ABX approach. Nick shares the story of how CloudPay transformed its pipeline by moving from "net fishing" to "spear fishing," a move that quadrupled its sales pipeline. The conversation reveals why sales and marketing alignment is non-negotiable and how data-driven decisions provide the confidence needed to make bold changes. Nick details the hurdles, the mindset shifts, and the specific KPIs that were essential to driving this monumental transformation. This episode is a masterclass for any B2B leader looking to build a scalable and effective growth engine. Key Takeaways Quality Over QuantityGenerating thousands of leads is meaningless if it doesn't translate to pipeline. Focusing on an agreed-upon ICP is the foundation of a successful GTM strategy. Shared KPIs Drive AlignmentShifting marketing's core KPI from lead volume to dollar-value pipeline ensures both sales and marketing are working toward the same goal. Data is Your Ally in ChangeUse data to prove the need for change and validate new strategies. Data-backed insights overcome resistance and build trust across teams It's a Partnership Not a HandoffThe old model of marketing throwing leads over the fence is broken. A modern GTM requires genuine collaboration where sales and marketing are fully integrated. Rethink Your TerminologyCalling leads "signals" reframes the follow-up process, shifting focus from pursuing an individual to understanding account-level interest. Quotes "Gone are the days where marketing people could get away with not knowing their numbers. We have to carry a number just like sales people do." Best Moments  (07:22) – The Damascene Moment Nick details the realization that generating 3x more leads was actually causing the sales pipeline to fall. (09:38) – From Net Fishing to Spear Fishing The core analogy that drove CloudPay's strategic shift to a targeted ABM/ABX model. (14:25) – The New Playbook How CloudPay revolutionized its operations by changing KPIs, moving BDRs into marketing, and renaming leads to "signals." (20:00) – Overcoming Resistance Nick outlines the three groups of people in any change scenario and how to build momentum with advocates and data. (33:27) – Stopping the Attribution Wars The decision to stop attributing leads to specific departments and why it immediately ended internal friction. Shout-Outs Kate Cox - CEO, Bray Leino.Tim Johnson - Field CTO, Gaming, Databricks.Andy McFarlane - VP of Marketing, Morse Micro. About the Guest Nick Webb has more than 25 years of Marketing experience in world-class technology and fintech organisations, including Vodafone, Microsoft and WorldFirst. Now, as Chief Marketing Officer of CloudPay, Nick leads the Marketing team to build market awareness and drive business growth through the creation of a pipeline of leads and prospects for the Sales teams. Connect with Nick.

    48 min

  8. 9 SEPT

    Ep. 558 | Scaling new verticals: GTM best practices for B2B sales leaders

    In this episode of OnBase, host Paul Gibson sits down with Carolina Bräuninger from doinstruct to explore the intricacies of building a winning go-to-market (GTM) strategy. Drawing from her journey in B2B software sales and her leadership in the construction vertical, Carolina shares lessons on industry-focused pods, balancing short-term execution with long-term growth, and how to truly understand customer pain points when scaling into new markets. The conversation covers practical strategies for entering verticals, aligning sales and marketing, and leveraging AI as a productivity booster — while avoiding blind reliance on it. Carolina also sheds light on the unique challenges and opportunities in the construction industry, the value of industry expert interviews, and the importance of authenticity in sales conversations. Key Takeaways Industry Context Matters: GTM strategies must be tailored to verticals. Language, lingo, and stakeholder priorities vary drastically across industries.Pods Drive Relevance: Organizing teams into industry pods ensures consistent market knowledge, relevant messaging, and better marketing alignment.Mini-Milestones Over Quick Wins: Interviews with industry experts, successful demos, and early inbound signals are often more valuable than chasing premature closed deals.Sales–Marketing Alignment is Non-Negotiable: Misalignment wastes pipeline. Both teams must see themselves as service providers for one another.AI is a Time Saver, Not a Silver Bullet: When trained correctly, AI can reduce prep time by up to 70%, but human oversight and contextual understanding are essential.Authenticity Wins in Construction: Avoid jargon and buzzwords — being real and informed is critical when selling to down-to-earth industry leaders. Quotes “Marketing and sales aren’t silos. They’re service providers for each other.” Best Moments  (00:50) – Carolina shares her journey from SDR to construction pod lead. (06:40) – The role of vertical-focused pods in shaping GTM. (11:30) – Unique challenges in the construction industry and the importance of authenticity. (17:40) – Mini milestones and industry expert interviews as success markers. (26:00) – Rethinking sales and marketing alignment as mutual service. (44:50) – The role of AI in GTM strategies and the need for human oversight. Resource Recommendations Podcasts Business Movers (Wondery) – A podcast exploring the origins of iconic companies. About the Guest Carolina Bräuninger is a Senior Enterprise Account Executive at doinstruct, where she helps B2B customers across industries achieve their business goals. With nearly seven years of sales experience, she has built a track record of consistently exceeding targets and driving results. Carolina has also developed strong expertise in sales processes and social media communication, drawing on projects such as her podcast Girl in Sales. Beyond her role, she is passionate about mentoring sales newcomers, sharing knowledge, and empowering the next generation of professionals to succeed. ⁠Connect with Carolina⁠.

    46 min
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Sunny Side Up is now 'OnBase', the no-fluff, all-impact B2B podcast bridging the divide between sales and marketing. Hear from the sharpest minds in B2B as they share revenue-boosting tactics and lessons straight from the frontlines and help you solve your toughest challenges.

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