OnBase: Smashing Sales and Marketing Misalignments

Demandbase
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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. 1 दिन पहले

    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 मिनट

  2. 25 सित॰

    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 मिनट

  3. 18 सित॰

    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 मिनट

  4. 16 सित॰

    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 मिनट

  5. 9 सित॰

    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 मिनट

  6. 4 सित॰

    Ep. 557 | How to harness AI decisioning without losing trust or control

    In this episode of OnBase, host Chris Moody is joined by Jonathan Moran from SAS for a deep dive into decisioning in the AI era. Jonathan explains the evolving relationship between enterprise decisioning (rule-based frameworks with governance) and AI-driven adaptive decisioning, and why businesses must strike the right balance to deliver innovation without sacrificing trust or accountability. The conversation explores how organizations can integrate AI decisioning into their customer experience strategies, overcome silos across departments, and build governance frameworks that ensure ethical, explainable, and scalable AI. Jonathan also shares practical examples of modular architectures, insights from SAS research on AI readiness, and his perspective on the future of B2B marketing. This episode is a must-listen for leaders looking to responsibly embrace AI while maintaining brand integrity, compliance, and customer trust. Key Takeaways Balance AI with Governance: AI decisioning drives agility and adaptability, but enterprise governance ensures accountability, auditability, and risk mitigation.Customer Experience Impact: Enterprise rules provide consistency, while AI refines interactions in real-time to deliver personalized, proactive experiences.Breaking Down Silos: Leaders must align people, processes, and technology to create an enterprise-wide decisioning framework instead of fragmented departmental models.Ethics & Trust: SAS research shows that while 80% of employees use generative AI daily, fewer than 10% have governance frameworks in place, underscoring a major gap.Composable Architectures: Modular, API-first frameworks enable flexibility, scalability, and lower total costs while accelerating digital transformation Quotes “AI decisioning delivers speed, but without governance, it can lead to bias, compliance breaches, and brand damage.”Best Moments  (02:50) – Jonathan defines enterprise vs. AI decisioning and why balance matters. (09:30) – How AI decisioning elevates customer experience while enterprise rules ensure consistency. (13:30) – Overcoming silos: the role of people, process, and technology. (20:30) – SAS research on governance gaps and the 10 elements of a robust AI framework. (28:00) – Use cases for composable modular architectures delivering ROI and efficiency. (35:30) – The biggest challenge in B2B marketing today: measuring ROI and attribution. Tech Recommendations: SAS Customer Intelligence 360Dynamic YieldZapierSoraResource Recommendations Podcasts Markigy hosted by Leanne Dow-WeimerBlog and research Chief Martech blogShout-outs Brian Vellmure, a distinguished leader and strategic innovator.Keanu Taylor, Global Head of Research, The Martech WeeklyGreg Kihlstrom, Consultant, Advisor, Speaker and Coach, The Agile BrandChristopher Penn, Co-Founder and Chief Data Scientist, TrustInsights.aiRonald van Loon, Principal Analyst, CEO, Intelligent WorldBernard Marr, Best-selling author, futurist, and strategic business and technology advisor. About the Guest Jonathan Moran is responsible for global marketing activities for SAS’s marketing solutions. He has over 20 years of marketing technology and customer analytics industry experience. Prior to SAS, Jonathan worked at both Earnix and the Teradata Corporation in pre-sales, consulting, and marketing roles. Over the past 25 years, Jonathan has not only architected, developed, demonstrated, and implemented analytical marketing software solutions, but he has also had the unique opportunity to work on-site with Fortune 500 customers across industries, helping them solve complex business challenges. He graduated from North Carolina State University with an undergraduate double major in Marketing and Spanish Languages and Literatures, and also holds an MBA from NC State with a concentration in Technology Commercialization. Connect with Jonathan.

    38 मिनट

  7. 2 सित॰

    Ep. 556 | AI and ABM: How to Build Smarter Target Account Strategies

    Host Chris Moody sits down with Jillian Lellis to explore how AI is revolutionizing account-based marketing and the critical importance of sales-marketing alignment in modern B2B strategies. The conversation dives deep into the practical challenges of building effective target account lists, the role of AI in account prioritization, and why data quality remains the foundation of successful marketing operations. Jillian shares real-world examples of how her team at Algolia successfully transitioned from SQL-focused metrics to ABX qualified accounts, emphasizing the change management and collaborative processes required for success. The discussion also tackles the balance between leveraging AI for efficiency while maintaining the human creativity and strategic thinking that drives competitive advantage. Listen to discover actionable insights on building unified account strategies and practical approaches to AI implementation in B2B marketing. Key Takeaways Target Account List AlignmentSuccess requires early sales involvement and approval before going live with any target account strategy. AI as Enhancement, Not ReplacementAI improves account scoring and prioritization but requires human oversight and verification to avoid costly mistakes. Data Foundation FirstYou cannot automate or AI-optimize broken processes - solid data quality and operational foundations are essential. Start Small with AIBegin with specific use cases rather than trying to automate everything at once. Sales-Marketing CollaborationRegular check-ins and clear communication remain critical, even as AI handles more routine tasks. Quotes "Trust, but verify. AI can be wrong, and you can't just blindly trust it." Best Moments  (02:31) – Data Analytics Evolution Jillian's unique journey from heavy equipment to FinTech to marketing operations (05:49) – Target Account List Strategy The difference between ICP and TAL, and why sales alignment is non-negotiable (12:12) – AI in Action How predictive models and journey stages are transforming account prioritization (18:57) – AI Gone Wrong Real examples of when AI provides incorrect data and the importance of verification (25:11) – Sales-Marketing Collaboration A manager's creative AI pilot project for contact prioritization (29:33) – The Future of ABM How AI is changing account scoring beyond traditional data models Tech Recommendations: Hex – Data analytics and coding platformChatGPT – AI assistance for documentation and workflow optimizationClaude – AI tool particularly effective for coding tasks Resource Recommendations Podcasts Morbid – True crime podcast (Jillian's personal favorite for non-work listening) Shout-Outs Sarah McNamara - Founder @ #samsalesCarly Taylor - Field CTO, Gaming, Databricks. About the Guest Jillian Lellis is a Data-driven GTM operator with 15+ years of experience spanning marketing ops, analytics, and data science. Jillian started her career building predictive models and experimenting with customer segmentation—and now she builds scalable systems that align GTM strategy, pipeline health, and operational excellence. Currently making AI-powered search smarter at Algolia. Website: ⁠www.algolia.com⁠ ⁠Connect with Jillian⁠.

    31 मिनट

  8. 28 अग॰

    Ep. 555 | Driving growth with smarter AI and stronger CX strategies

    In this episode of OnBase, host Chris Moody sits down with Phil Hernandez and Tina Katic-Michalos to explore how organizations can rethink their go-to-market strategies in the era of AI. They discuss the misconceptions surrounding AI adoption, the critical role of clean data, and how to maintain human connection while embracing automation. Phil and Tina share real-world insights from leading transformations across industries—covering everything from AI-native sales teams to alignment across marketing, sales, and customer success. They also highlight the importance of building customer journeys, experimenting with AI tools, and setting KPIs that truly drive impact. Whether you’re navigating sales enablement, operational alignment, or the chaos of AI-driven change, this episode offers actionable steps to stay ahead. Key Takeaways AI isn’t a silver bullet: Without clean, structured data, AI only amplifies dysfunction. Human oversight is essential to make it effective.Customer journeys drive alignment: Mapping end-to-end journeys helps unify marketing, sales, and customer success around shared KPIs.AI must enhance—not replace—human touch: Leaders must balance automation with authentic connections to maintain trust.Becoming AI-native is critical: Teams need exposure, training, and comfort with AI before embedding it into processes.Focus on the right metrics: Identify true north-star KPIs and align the entire go-to-market team, avoiding vanity metrics.Experiment and iterate: With AI capabilities evolving rapidly, leaders should embrace experimentation and test new use cases. Quotes “If you haven’t built out your customer journey, you don’t know where AI fits. Start there, then enhance.” – Phil Hernandez “This is the perfect time to rethink GTM strategies—AI is still new, and the room for trial and error is huge.” – Tina Katic-Michalos Best Moments  (02:26) – Why leaders must rethink go-to-market strategies now. (05:08) – Tina breaks down misconceptions: clean data and humans-in-the-loop. (09:20) – Phil explains balancing AI adoption with authentic human connection. (11:40) – Tina outlines how shared KPIs and customer journeys unite sales and marketing. (15:36) – Real-world example: AI-driven lead scoring boosts conversion by 30%. (19:12) – Phil on getting teams “AI-native” and overcoming resistance. (22:22) – Actionable steps: demos, data hygiene, experimentation. (26:29) – Phil’s advice: focus on KPIs that truly matter, cut the noise. Resource recommendations Books Atomic Habits by James Clear – plus his insightful newsletter.Influence: Science and Practice by Robert Cialdini – a classic on understanding customer psychology. Podcasts Marketing Speak Shout-Outs Stephan Spencer, SEO Expert, Author, and Speaker.Sara McNamara, Founding Revenue Operations & GTM Strategy Lead.Jason Lemkin, Sasstr founderBrian LaManna, Enterprise Account Executive, Gong.Kyle Coleman, Global VP Marketing, ClickUp About the Guests Tina Katic-Michalos Tina Katic-Michalos is Sr. Director of Demand Generation at TaskUs, where she drives measurable growth by transforming complex revenue operations into streamlined, scalable systems. With more than a decade in B2B marketing, she has deep expertise in pipeline management and process optimization, consistently delivering outcomes that accelerate revenue performance. Connect with Tina. Phil Hernandez Phil Hernandez is Vice President of Sales Services at TaskUs, bringing nearly 20 years of experience in shaping go-to-market strategy, designing organizational structures, and leading revenue growth. His background spans P&L ownership, forecasting, customer operations, and M&A integration, with a proven track record of building scalable organizations and driving long-term growth.Connect with Phil.

    34 मिनट
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परिचय

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.

जानकारी

  • निर्माता
    Demandbase
  • सक्रिय वर्ष
    2018 - 2025
  • एपिसोड
    564
  • रेटिंग
    श्लील
  • कॉपीराइट
    © Demandbase
  • कार्यक्रम की वेबसाइट
    OnBase: Smashing Sales and Marketing Misalignments

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