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. 6D AGO

    Ep. 585 | The architect CMO: Why operations, not ideas, unlock great creative

    Great creative does not fail because of ideas. It fails because of operations. In this episode of the OnBase podcast, Chris Moody sits down with Michael Miller, founder and head of creative at Consigliere, to explore why modern CMOs must think like architects of complex marketing systems. They unpack the hidden operational bottlenecks that sabotage performance, why agencies often get blamed unfairly, and how outdated marketing models are slowing teams down. Michael also shares a pragmatic view on AI: use it to buy back time, streamline process, and visualize ideas, not to replace creativity. If you are leading marketing in a performance-driven environment and trying to protect brand and creative quality, this episode offers a blueprint for doing both. About Michael Miller Michael Miller has built an impressive track record over his 20+ year career, developing award winning creative and digital experiences for some of the world’s top companies including Delta Airlines, Jeep, Citi, Adobe, Southwest Airlines, Apple, Lucasfilm, AT&T, Nike and Etihad Airways. Prior to founding Consiglieri, Miller was the Vice President of Marketing at T-Mobile where he founded their internal agency & TMO studios, and led the modernization of the brand’s marketing, creative and digital operation. Miller also architected T-Mobile’s industry leading social organization. Miller was the SVP Executive Creative Director at Publicis | Razorfish for 12 years prior, leading global, digital transformation for some of the largest brands in the world. Connect with Michael.

    35 min

  2. FEB 5

    Ep. 584 | How modern ABM works: from account selection to execution

    Modern ABM is not a channel or a quick win. In this episode of the OnBase podcast, Paul Gibson sits down with Katie Skene, Senior ABM Manager at Global Relay, to explore what modern account-based marketing really takes to succeed. They discuss why account selection is the foundation of ABM, how sales and marketing alignment drives long-term impact, where AI and intent signals can go wrong, and why curiosity is becoming the defining skill for ABM leaders. If you are trying to scale ABM, overcome internal resistance, or move from theory to execution, this episode offers practical insight from the front lines. About the Guest Katie Skene is a B2B marketing professional with 14 years of experience across agency and in-house roles. She began her career in marketing at a US medical devices company before spending a decade in agencies, where she built expertise across marketing automation, paid media, and multi-channel campaign execution, alongside commercial responsibility for pipeline and revenue. Specialising in B2B technology, Katie has worked with global brands including Adobe, HPE, Capgemini, and Fujitsu. Account-based marketing has been a consistent focus throughout her career, and her time at Agent3, now Pretzel, working within ABM centres of excellence cemented her passion for aligning marketing, technology, and sales to drive meaningful growth. Connect with Katie.

    36 min

  3. JAN 29

    Ep. 583 | From SEO to GEO: Winning digital visibility in the AI-first era

    Search is changing faster than ever. In this episode of the OnBase podcast, Chris Moody sits down with Andreea Westenberg to explore how digital visibility is evolving in an AI-first world. They unpack why content still matters, how generative engine optimization is reshaping discovery, and why trust and conversations are becoming new drivers of B2B revenue. From zero-click search to schema markup and conversion-focused websites, this episode offers a practical roadmap for marketing leaders who want to stay visible, relevant, and trusted as AI transforms how buyers research and decide. About the Guest Andreea Westenberg is a data-driven B2B marketing leader with 14+ years of experience in demand generation, digital strategy, and growth across startups, scale-ups, and IPO-stage companies. With an MBA and a background in SEO, SEM, and performance marketing, she focuses on deploying AI tools and optimizing digital visibility for generative search and large language models in the AI-first era. Connect with Andreea.

    29 min

  4. JAN 22

    Ep. 582 | AI SDRs are here: How CMOs are putting AI agents on the front lines of pipeline

    AI agents are no longer experimental. In this episode of the OnBase podcast, Chris Moody sits down with Maura Rivera, CMO at Qualified, to explore the rise of AI SDRs and what it takes to put AI agents into real production. They discuss why inbound SDR roles are perfectly suited for automation, how the crawl, walk, run, fly framework reduces risk, the importance of brand trust and agent coaching, and why CMOs are finally regaining control of pipeline. If you are navigating AI adoption, inbound pressure, or shifting buyer behavior, this episode offers a practical blueprint for agent-led go-to-market success. About Maura Rivera Maura serves as the Chief Marketing Officer at Qualified, the agentic marketing platform leading hundreds of customers into a new era of marketing with Piper the AI SDR agent. Prior to Qualified, Maura spent time leading marketing teams at GetFeedback, Campaign Monitor, and Salesforce. She lives in the Bay Area with her family. Connect with Maura.

    29 min

  5. JAN 15

    Ep. 581 | The single-buyer myth: why B2B deals are really won by buying groups and AI

    Single-buyer strategies are no longer enough.In this episode of the OnBase podcast, Paul Gibson sits down with Graham Reed, director of business creation at Ice Blue Sky, to explore how buying groups are reshaping B2B decision-making in the age of AI.They discuss why deals fail when teams focus on one contact, how AI improves relevance without replacing human judgment, the risks of black-box intent signals, and why sales and marketing alignment is critical to winning complex deals.If you are struggling with low-quality pipeline or disengaged stakeholders, this conversation will change how you think about modern B2B buying. About Graham Reed Graham Reed is the director of business creation at Ice Blue Sky, a specialist strategy-led, account-based marketing and demand generation agency focused on the technology sector. With a background that began in print marketing, Graham transitioned into B2B later in his career and quickly developed a deep passion for the discipline, particularly account-based marketing and buying group strategies. Over the past five years at Ice Blue Sky, he has worked closely with technology and channel-focused organisations to design highly targeted, data-driven marketing programs that drive early-stage sales engagement. Graham’s work is centred on understanding how modern buying groups operate and how relevance, strategy, and emerging technologies like AI can be combined to influence complex B2B buying decisions. Connect with Graham.

    40 min

  6. 12/18/2025

    Ep. 580 | Modern ABM strategies: outcomes, AI, and buying groups

    Traditional ABM frameworks are no longer enough. In this episode of the OnBase podcast, Paul Gibson sits down with Declan Mulkeen, CMO at Strategic ABM, to explore how modern ABM strategies are evolving toward outcomes, relevance, and long-term customer value. They discuss why customers do not buy “ABM models,” how buying groups should really be approached, the role of AI in accelerating insight without losing trust, and why lifetime value is becoming the most important metric for B2B growth. If you are rethinking your ABM approach or struggling to prove impact beyond marketing metrics, this conversation will change how you look at account-based marketing. About the Guest Declan heads up Marketing at strategicabm. After some 20 years working as a CMO in the Professional Services, SaaS and EdTech sectors, Declan is now Agency-side building the strategicabm brand and running the Agency’s successful ABM program. Declan is also the host of the leading ABM podcast, Let's talk ABM. Connect with Declan.

    50 min

  7. 12/16/2025

    Ep. 579 | Scaling without soul crushing: how teach-back, AI coaching and culture drive real sales performance

    Sales teams have more training, more tools, and more AI than ever — yet execution in the field continues to break down. In this episode of the OnBase podcast, Barry Flaherty and David Thomson explain why traditional sales training fails and how teach-back sales training and AI coaching help teams build real capability without burning out sales reps. Drawing on decades of experience across enterprise sales, scale-ups, and behavioural science, they explore why information alone never creates transformation, how onboarding and ramp time can be fixed, and why AI should act as a coach, not a cop. If you lead sales, enablement, or go-to-market teams, this episode delivers practical insight you can apply immediately. What you'll learn: why most sales training doesn’t translate into performance how teach-back sales training improves retention and confidence the role of AI coaching in modern sales enablement how to reduce ramp time and onboarding failure how to scale sales teams without losing culture or empathy About Barry Flaherty Barry is a GTM and sales strategy Leader and Board advisor/member. He has 25 years of experience in Tech and Media that includes Enterprise Sales & Alliances in integration, cloud and automation. He is the Founder of All Good People and is now growing a portfolio of established Tech companies and scale up’s and capital raising.Connect with Barry. About David Thomson Founder and CEO of Suada, David is dedicated to helping organisations unlock the full potential of their people through cutting-edge digital learning solutions. With over 25 years of experience in sales, technology, and business transformation, he lead Suada’s global mission to revolutionise online learning by incorporating the science of retention and persuasion.Connect with David.

    55 min

  8. 12/11/2025

    Ep. 578 | Inside Roku’s programmatic playbook: daily rigor, culture fit and the future of CTV

    Roku’s John Rogers reveals how daily rigor, culture fit and a new programmatic playbook are shaping the future of CTV advertising. 🎙️ Episode summary In this episode, John Rogers, director of global programmatic partnerships at Roku, takes us inside the systems and leadership principles driving Roku’s programmatic growth. We explore why the old sales playbook no longer works, how Roku balances programmatic and direct sales, and why ambiguity is becoming a competitive advantage in ad tech. 🔑 What you’ll learn How Roku uses daily rigor to run programmatic like a high-performance engine Why culture fit and curiosity matter more than a big Rolodex How to empower teams to make decisions without perfect data Why performance CTV is the next big industry shift How collaboration across sales channels creates revenue tailwinds 💬 Standout quotes “Daily rigor is the hill I’ll die on.” — John Rogers“If your team doesn’t feel safe taking risks, you’ll never win.” — John Rogers About John Rogers John is an ad tech veteran, starting at Advertising.com in 2002.  Leading teams through acquisition, hyper growth and even bankruptcy, he has developed an approach to driving client-focused teams to strong results in BD.  He has been at Roku for 6 months and is developing their mid-market platform approach, focused on SSPs, DSPs and reseller partnerships. Connect with John. Visit our website.

    34 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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