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. 4 HR AGO

    Ep. 571 | Marketing leadership in the age of AI: Building smarter teams and measurable growth

    In this episode of OnBase, host Chris Moody sits down with Jasmeet Sawhney to explore what it means to lead marketing in an AI-driven world. Jasmeet shares his unconventional journey from engineer to marketing executive, emphasizing how technical fluency and creativity are now inseparable in leadership roles. They dive deep into the evolving responsibilities of marketing leaders, how AI is reshaping strategy, execution, and team structures, and why the biggest risk is failing to evolve. From scaling personalization to rethinking attribution and ROI, Jasmeet offers a candid and forward-looking perspective on how leaders can guide their teams through this transformation. This episode is a must-listen for marketing, sales, and business leaders navigating the AI revolution and seeking actionable insights for long-term success. Key Takeaways AI is no longer optional: AI is no longer a buzzword, it’s a business necessity. Marketing leaders must integrate it across every function, from data analytics to customer engagement.Leadership must get technical: Future marketing leaders can’t avoid data or tech. Understanding AI, automation, and analytics is critical for setting effective goals and strategies.Don’t just hire AI experts, build internal fluency: Instead of creating isolated “AI teams,” leaders should train and empower existing staff to integrate AI into daily workflows.Personalization at scale is the new standard: AI enables hyper-personalization down to the stakeholder level, not just the account level. This is where real competitive advantage lies.Measure what matters: AI offers new opportunities to track touchpoints across the customer journey, finally making ROI and attribution measurable with greater accuracy.Change requires courage: Creativity, experimentation, and risk-taking are essential to unlocking AI’s potential, leaders must champion innovation even when outcomes are uncertain. Quotes “This is the biggest opportunity of our generation. If we don’t leverage AI, that’s what’s really at stake.” Tech Recommendations Claude (Anthropic) – For content creation and ideation.Veo (Google LLM) – For AI-driven media and video content.Lovable – For AI-powered design support.Figma – For creating lightweight AI agents and workflows. Resource Recommendations Book: Nexus: The History of Information Networks by Yuval Noah Harari Podcast: Marketing Against the Grain by HubSpot Shout-Outs Mohanbir Sawhney, Northwestern University - Kellogg School of Management – mentor and thought leader in marketing innovation.Dharmesh Shah, Co-founder & CTO of HubSpot – admired for bridging strategy, culture, and technology.Gary Vaynerchuk, Chairman of VaynerX, CEO of VaynerMedia – inspiration for fearless creativity and constant evolution. About the Guest Jasmeet is a marketer with deep roots in technology, data analytics, and AI. He is currently Global Head of Marketing at Axtria. Earlier, Jasmeet was CEO of YibLab, which was one of the fastest growing marketing technology and solutions providers, ranked Top 50 among the fastest growing companies in NJ. Jasmeet has 20+ years of experience building and scaling marketing operations for both small and large companies. He is an investor, advisor, and mentor to multiple firms, and has received several company and individual awards - Inc. 500, Deloitte 500, Crain’s Fast 50, SmartCEO Future 50, Red Herring, NJBiz Business of the Year, Top CMO, and Forty Under 40, among others. Connect with Jasmeet.

    29 min

  2. 2 DAYS AGO

    Ep. 570 | Data-driven precision targeting: Workday’s winning ABM formula

    In this episode of the OnBase Podcast, host Chris Moody sits down with Craig Abramson of Workday to discuss how data quality, timing, and automation shape the future of account-based marketing (ABM) and experience (ABX). Craig’s story, starting as a content writer, evolving through startup marketing, and now running enterprise-level ABX programs at Workday, offers a rare view into how strategy scales with data maturity. From early experiments targeting QuickBooks users to Workday’s global predictive engagement models, Craig breaks down how precision targeting drives faster deals, cleaner funnels, and measurable growth. Key Takeaways Data quality is the foundation “Garbage in, garbage out” isn’t a cliché, it’s a law. Whether at a startup or Workday, the success of ABM hinges on accurate, verified, and purposeful data. A bad contact record can derail an entire funnel.Timing is the game-changer Intent data and predictive scoring help pinpoint the exact moment an account is ready to engage. Craig’s own campaign once closed a $250M+ enterprise deal in just three months, half the usual cycle, simply because the timing was right.Start small, learn fast Even at large companies, Craig applies a startup mindset: test, pivot, refine. His early ABM wins came from focusing on a narrow list of accounts with shared pain points rather than broad campaigns.ABX + demand gen = harmony, not competition At Workday, the ABX team focuses on the top 15% of high-scoring accounts, while demand gen drives scale. Together they operate like retail tiers, demand gen as the “big box store,” ABX as the “personal shopper,” and 1:1 ABM as the “bespoke tailor.”Messaging makes or breaks sales Even the best solution fails with the wrong message. Alignment between marketing and sales must start with consistent, audience-specific messaging that speaks to pain points, not features.AI is the amplifier, not the author Craig uses AI tools like Gemini to analyze data sets in hours instead of days but stresses the importance of human instinct: “AI can’t feel what will resonate, but it can help you see what you’d otherwise miss.”Quotes “The right message at the wrong time is just as bad as the wrong message altogether.” Tech Recommendations Demandbase Salesforce Google GeminiMarketoHubSpotResource Recommendations Blog: Niel Patel: Author: Neil Patel | Co Founder of NP Digital & Owner of UbersuggestPodcast: Martech Podcast: Marketing technology trends and tools.Shout-Outs Matthew Miller - Sr Principal, Global ABX. Workday. About the Guest Craig Abramson is a strategic and results-driven marketing leader with extensive experience driving growth for B2B software companies. He has proven expertise in developing and executing full-funnel marketing strategies that dramatically increase brand awareness, accelerate lead generation and drive pipeline, consistently exceeding KPIs. A master of implementing bootstrap marketing techniques to achieve outstanding results regardless of budget, he is skilled in Go-to-Market planning, AI optimization, SEO/SEM, Marketo automation, content strategy, and analyst relations, with a history of leading companies from startup to successful acquisition. Craig most recently was brought on to lead marketing at Zimit, a services configure price quote SaaS solution. Zimit was acquired by Workday in 2022. Craig continues to work at Workday on the Account Based Experience team, running global programs to drive pipeline from the top 15% of accounts that are most likely in the market for Workday’s solutions. Connect with Craig.

    27 min

  3. 6 DAYS AGO

    Ep. 569 | Jon Miller on how AI is breaking and rebuilding B2B go-to-market

    In this OnBase episode, host Chris Moody reconnects with marketing visionary Jon Miller for a deep dive into the evolution of B2B marketing and the transformative role of artificial intelligence in shaping the future of go-to-market strategy. Jon shares his remarkable journey, from studying physics to co-founding Marketo and Engagio, joining Demandbase, and now launching his next venture at the cutting edge of AI. He reflects on the lessons learned from past technology revolutions, drawing parallels between the early internet era and today’s AI boom. Listeners gain an inside look at how AI is fundamentally changing both software innovation and buyer behavior, why marketers must shift from quantity to quality-driven personalization, and what it takes to build organizations that thrive in an AI-first world. This episode is packed with insights for anyone navigating marketing’s AI transformation, from creative storytellers to data-driven tacticians. Key Takeaways The Biggest Shift Since the Internet AI isn’t just another tech trend, it’s as transformative as the rise of the internet. We’re entering a new era where software can do things we never imagined, enabling businesses that couldn’t exist before.The “Jagged Frontier” of AI AI excels at some tasks and fails at others. The key is daily experimentation, understanding where AI amplifies your strengths and where human oversight is indispensable.From Quantity to Quality The goal isn’t to send more emails, it’s to deliver more relevant experiences. AI’s true power lies in helping marketers achieve genuine one-to-one personalization through smarter orchestration, not mass automation.The Human – AI Partnership Future success lies in collaboration: humans provide creativity and empathy; AI handles data, optimization, and orchestration. Together, they create outcomes neither could achieve alone.Culture Determines AI Success Technology adoption starts with leadership. Organizations must build AI fluency into their culture, encouraging training, experimentation, and open sharing of prompts and insights.Emotion Drives Storytelling Even in B2B, emotion matters. Great storytelling taps into curiosity, excitement, and drama, whether through stealth launches, community intrigue, or relatable human experiences.Marketing Measurement Is Broken B2B marketers are still judged on MQLs and short-term results, despite the nonlinear reality of buying behavior. We need new ways to measure marketing that reflect its true long-term impact. Quotes “Don’t use AI like a faster typewriter. Use it as a new form of intelligence that helps you think better.” Tech recommendations Descript – For seamless AI-powered video and podcast editing.Crosby.ai – An AI-enabled law firm combining automation with human legal review. Resource recommendations Books The Advantage by Patrick Lencioni – A guide to building healthy, high-performing organizations.Setting the Table by Danny Meyer – Lessons on culture and leadership from the hospitality world.Turn the Ship Around by L. David Marquet – Empowerment and leadership through intentional communication. Newsletter Almost Timely Newsletter by Chris Penn.Kieran Flanahan Newsletter on Medium. Shout-outs Chris Penn – AI strategist and co-founder of Trust Insights.Kieran Flanagan – SVP, Marketing, AI & GTM (SVP) and B2B growth expert and AI prompt innovator.Kathleen Schwab – Author of Marketing in the Great Big Messy World. About the Guest Jon Miller is a marketing technology pioneer and serial founder. He co-founded Marketo, Engagio, and later served as CMO of Demandbase, helping redefine how B2B companies go to market. Now building his next AI-focused startup, Jon also advises tech companies on strategy and growth. A frequent keynote speaker and author of The Definitive Guides to ABM and Marketing Automation, he’s been recognized as one of the world’s top B2B marketers. Connect with Jon.

    35 min

  4. 28 OCT

    Ep. 568 | Driving 80% more deals: Hexagon’s ABM transformation with Demandbase

    In this OnBase Podcast episode, host Chris Moody sits down with Brynna Self to unpack how Hexagon SIG moved from “running ads to accounts” to a true account-based GTM—and what changed when they adopted Demandbase as their shared sales–marketing system of record. Brynna details the journey from agency days to client-side leadership, why data discipline beats “order-taking,” and how a North America pilot became the blueprint for global rollout.  They cover what actually fixes sales–marketing silos (hint: shared facts beat opinions), why clean CRM + intent + journey data created pull from sales, and how one-to-one onboarding for reps, weekly pipeline rituals, and regional frameworks turned ABM from theory into closed-won outcomes Key takeaways Data-driven transformation is the foundation of growthHexagon’s marketing evolution began with a cultural shift toward analytics and measurable outcomes. By implementing KPIs and attribution models, Brynna’s team moved from intuition-based decisions to data-backed strategy, aligning every initiative to revenue impact.Sales and marketing alignment is non-negotiableBrynna emphasized that ABM success depends on equal partnership between sales and marketing. Breaking the “order-taker” mindset and fostering collaboration built the trust required for true go-to-market alignment.Demandbase became the catalyst for ABM maturityTransitioning from Terminus to Demandbase allowed Hexagon to unify data, surface actionable insights, and bridge communication gaps between sales and marketing. The platform became the single source of truth for their account strategy.Start small, prove value, then scaleLaunching with a North America pilot allowed the team to test, refine, and validate their ABM approach before expanding globally. The result was a 53% increase in web visits and an 80% rise in closed-won opportunities, setting a model for global rollout.Data transparency builds adoptionBy personalizing reports and dashboards for each salesperson, Brynna’s team achieved over 90% adoption. Showing tangible, account-level insights built credibility and helped sales see marketing as a strategic partner.ABM success is globally adaptableWhile each region has unique challenges, the ABM framework proved scalable across geographies. Success came from combining consistent methodology with localized execution.Clean data powers the future of AI in marketingBrynna’s closing insight underscored that AI can only enhance ABM if the data foundation is clean, accurate, and consistent across systems. Quotes “We need each other. Sales and marketing can’t be order-takers; we’re partners driving growth.” Tech Recommendations ConsensusDemandbase  Resource Recommendations Newsletter: The Marketing Operations Leader by Darrell AlfonsoThe Marketing Operations Strategist with Sara McNamara by Sarah McNamara Blog: Niel Patel: Author: Neil Patel | Co Founder of NP Digital & Owner of Ubersuggest Shout-outs Sarah McNamara - Founding Revenue Operations & GTM Strategy Lead. VectorDarrell Alfonso - VP of Marketing Ops and Martech,Foundever.Neil Patel - Co-Founder at Neil Patel DigitalMaureen Mack - Northam Marketing Director,Hexagon.Mallory Hilderbrand  - Senior Manager, Global Campaign Operations,Hexagon. About the Guest Brynna Self is a seasoned growth and marketing executive with 20 years of experience driving global digital strategy, demand generation, and account-based marketing. As Director of Global Digital Marketing at Hexagon’s Safety, Infrastructure & Geospatial division, she leads initiatives that align marketing, sales and customer success to create stronger go-to-market execution. Recognized for advancing ABM adoption, AI-powered analytics, and data-driven decision-making, she has delivered measurable growth across the software, manufacturing and e-commerce sectors. Brynna holds an MBA in Marketing from the University of Maryland. Connect with Brynna.

    31 min

  5. 24 OCT

    Ep. 567 | Content with a pulse: Building brand trust through storytelling

    In this episode of OnBase, host Paul Gibson sits down with Callum Brodie to explore the evolution of content marketing in B2B and why every brand today needs “content with a pulse.” Drawing on his unique background in journalism, Callum explains how storytelling, empathy, and a genuine understanding of the audience’s “why” can help brands build trust and long-term relationships. The conversation dives into the shift from promotional messaging to value-driven narratives, the importance of human stories in corporate content, and how to sustain momentum in audience-first marketing. Callum also discusses how AI is reshaping creative industries and how to balance automation with human creativity. Listeners will gain practical insights into building brand trust, uncovering authentic stories, and fostering a “drumbeat” approach to content that resonates with customers across every stage of the funnel. Key Takeaways Trust is the foundation of engagement Before driving conversions, brands must earn audience trust through transparency, relevance, and empathy. Effective storytelling begins with understanding what truly keeps customers awake at night.From promotion to purpose B2B brands must move beyond slogans and focus on substance. The best content educates, informs, and inspires rather than sells.The power of human stories Even in B2B, emotion drives connection. Every product, service, or technology has a human benefit behind it, marketers just need to uncover and tell those stories.The “five whys” framework By continuously asking why, from the first content idea to campaign execution, marketers can reveal the root motivations and create more impactful storytelling.The drumbeat approach Consistency is critical. A steady rhythm of content distribution across channels sustains engagement and trust over time.AI as a creative partner, not a replacement AI can amplify productivity and ideation, but it will never replace human intuition or creativity. The key lies in using tools like ChatGPT strategically while maintaining editorial rigor Quotes “An effective piece of content marketing should leave the audience more informed and engaged. They may not be ready to buy, but you’ve taken that first step toward trust.” Resource Recommendations Blog: Seth Godin’s Daily Blog –  For concise, thought-provoking insights.Neil Patel’s Blog – For SEO and digital strategy.Books: Powerful B2B Content by Gay Flashman – A guide to impactful storytelling in B2B marketing. Shout-outs Gay Flashman, Founder, Formative and Author of Powerful B2B Content.Neil Patel, Digital Marketing Expert and Author.Aniket Mendaka, CMO at Firstsource Solutions. About the Guest Callum Brodie is a seasoned multimedia business journalist with extensive experience in the insurance industry. Currently serving as Associate Director of Marketing at Firstsource since April 2023, Callum has held various prominent roles including Senior Account Director and Deputy Team Lead at Formative Content from May 2017 to April 2023. Previous positions include Senior News Reporter at MoneySavingExpert.com and multiple editorial roles at Incisive Media, where responsibilities ranged from News Editor to Senior Features Writer. Callum's journalism career began at the Grimsby Telegraph and Slough Observer. Callum holds a BA in History from Bangor University, completed in 2007. ⁠Connect with Callum.⁠

    30 min

  6. 23 OCT

    Ep. 566 | Zero-click SEO: How AI is disrupting the B2B buyer’s journey

    In this episode of The OnBase Podcast, host Chris Moody dives deep with Vincent DeCastro to unpack one of the most dramatic shifts in marketing history: the rise of zero-click search and AI-driven buyer journeys. They explore how generative AI tools like ChatGPT, Perplexity, and Claude are transforming how buyers discover and evaluate solutions, often without ever visiting a brand’s website. Vincent shares how this new reality is disrupting search, reshaping ABM, and forcing marketers to collapse silos between brand, demand, and content functions to stay relevant. From the death of traditional SEO to the new rules of visibility in the age of AI, this episode offers a masterclass on how marketers must evolve to survive and thrive in a post-click world. Key Takeaways Zero-Click Search Has Changed the GameGenerative AI is now giving users answers directly in the results — before they ever reach your site. That means impressions go up while clicks go down, creating a new paradox that marketers must understand and address. Content Is Now for Machines and HumansYour website is no longer just for prospects. It’s for LLMs to read, parse, and summarize. Structuring your content for AI consumption is the new SEO. Break Down the SilosBrand, content, demand gen, and ABM can’t operate independently anymore. AI interprets your business holistically — your teams must do the same. LLM Optimization Is the New SEOTechnical readiness is step one. Run audits to ensure your site can be crawled by AI tools, update evergreen content regularly, and monitor how your brand is being summarized by these new “AI engines.” The Future of Search Is Paid, Personalized, and Platform-BasedGenerative platforms like ChatGPT will soon monetize results the way Google did with ads — but based on personalized prompts, not keywords. Brands must adapt early. Quotes Zero-click search isn’t killing Google — it’s redefining it. Tech recommendations Screaming Frog - For analyzing log files and ensuring your site is AI-crawl ready About the Guest Vincent DeCastro is the Founder and CEO of ABM Agency, a B2B marketing leader that’s been reshaping account-based marketing since 2009. With over a decade of experience at the intersection of search, ABM, and AI, Vincent helps enterprise organizations navigate the massive changes in digital behavior driven by zero-click search and generative AI. His agency has been at the forefront of understanding how AI and large language models (LLMs) are redefining visibility, authority, and buyer intent in the modern B2B landscape. Connect with Vincent.

    36 min

  7. 17 OCT

    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

  8. 14 OCT

    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
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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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