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. MAR 20

    Ep. 589 | Leading through the AI shift: Why generative AI demands new thinking, not just new tools

    Generative AI is not just another tool, it’s a complete shift in how decisions are made and work gets done. In this episode of the OnBase podcast, Paul Gibson sits down with Jim Sterne, author and AI thought leader, to explore how organizations must rethink leadership, culture, and ROI in the age of generative AI. They discuss why AI moves us from deterministic systems to creative ones, why traditional ROI models fail, how leadership misalignment slows adoption, and what it really takes to embed AI into workflows without losing human judgment. If you’re navigating AI transformation in your organization, this episode will fundamentally change how you think about it. About the Guest Jim Sterne focuses his forty-five years in sales and marketing on using technology for marketing. He sold business computers to companies that had never owned one in the 1980s, consulted and keynoted about online marketing in the 1990s, founded a conference and a professional association around digital analytics in the 2000’s, and has lately been advising companies on the adoption of generative AI. He has written thirteen books on Internet advertising, marketing and customer service including the humorous Devil's Data Dictionary. His first book on AI was “Artificial Intelligence for Marketing: Practical Applications” (2017) and his latest is “The New Science of Customer Relationships: Delivering on the One-to-One Promise with AI” (2025). Sterne has consulted to some of the world's largest companies; lectured at MIT, Stanford, USC, Harvard, and Oxford. Since 2002, Sterne has remained active producing the Marketing Analytics Summit and spent 20 years with the Digital Analytics Association as cofounder and Board Chair Emeritus. He was named one of the 50 most influential people in digital marketing by one of the UK's premier interactive marketing magazines and was included in a list of the Top 25 Hot Speakers by the National Speakers Association. Sterne is on the Advisory Board of a variety of startups, has served on the Boards of his local library foundation and the Better Business Bureau, and the Editorial Board of the Applied Marketing Analytics peer-reviewed journal. His current passion is leveraging generative AI as a catalyst for innovation as seen in his TEDx talk. Connect with Jim.

    36 min

  2. MAR 6

    Ep. 588 | Behavioral ABM: Detecting Buying Groups Before the RFP

    ABM isn’t a campaign. It’s a behavioral listening system. In this episode of the OnBase Podcast, Chris Moody sits down with Radoj Glisik, SVP of Digital Strategy & Design at Altudo, to explore how account-based marketing evolves when you combine behavioral psychology, customer experience design, and modern data infrastructure. They unpack evaluation patterns, buying group detection, why intent data alone fails, how to structure a marketing data lake, and why ungating content improves outcomes. You’ll also learn how GA4, DXPs, and personalization engines work together to create meaningful account-level engagement. If you’re serious about scaling ABM beyond campaigns and building a system that sales actually trusts, this conversation is essential. About the Guest Radoj Glisik is a battle-tested CX, branding, marketing, and content strategy executive. He has delivered significant results in market research, new market entry, digital product strategy, information architecture, advertising, operational and process design, customer experience, and user testing. Radoj specializes in advanced personalization using behavioural psychology and the JTBD framework. Connect with Radoj.

    33 min

  3. FEB 26

    Ep. 587 | Beyond monolithic martech: how composable B2B marketing unlocks real AI impact

    AI is everywhere in B2B marketing. But most teams are still working with disconnected tools and fragmented data. In this episode of the OnBase podcast, Chris Moody sits down with Dan Rosenberg, co-founder of Octane11, to explore why composable B2B marketing is the foundation for real AI-driven growth. They unpack the myth that ABM is dead, why monolithic marketing clouds fall short, and how connected account-level data allows AI to replace outdated attribution models. Dan shares practical insights on building modular stacks, orchestrating buying groups, scaling multi-channel campaigns, and letting AI interpret what is actually driving pipeline and revenue. If you want to move beyond dashboards and truly connect marketing to outcomes, this episode is for you. About the Guest Dan Rosenberg is a thought leader and frequent speaker on B2B data, marketing analytics, and the evolution of modern martech. He’s the Founder and CEO of Octane11, an AI-powered, multi-channel analytics platform built for agencies and enterprise B2B marketers. Previously, Dan served as Chief Strategy Officer and CMO at MediaMath and has held senior operating and investing roles across adtech, martech, private equity, and venture capital. He’s a graduate of Harvard College and Harvard Business School and lives in New York City. Connect with Dan.

    31 min

  4. FEB 19

    Ep. 586 | Stop bolting on AI: Rebuild your go-to-market from the foundation up

    AI won’t fix your go-to-market if your operating system is broken. In this episode of the OnBase Podcast, Chris Moody sits down with Yas Dalkilic, head of AI at RAB2B, to explore why adding AI to legacy workflows rarely drives meaningful results. Instead of chasing tools, Yas rebuilt her agency’s foundation, redesigning people, process, platform, and proof to create a truly AI-fluent organization. They discuss why AI belongs in the handoffs, how to build a shared “common brain” across teams, how buying group intelligence changes with behavioral signals, and why human judgment matters more in an AI-driven world. If you’re ready to move from AI curiosity to AI transformation, this episode is your roadmap. About the Guest Yasemin Dalkilic is the Head of AI at RAB2B, where she helps the agency and its clients turn complex marketing challenges into practical, measurable systems. With a background in mathematics and programming, she cuts through AI hype to focus on clarity, execution, and what works now, prototyping, testing, and iterating until workflows drive faster decisions and real outcomes. Her guiding belief is that progress beats demos and process beats theater. Before her work in AI and technology, Yasemin was a world-record-holding freediver. Training to dive hundreds of feet in a single breath taught her how to stay calm under extreme pressure and approach the most complex problems with discipline and intent, a mindset she brings to leading AI transformation today. Connect with Yasemin.

    35 min

  5. FEB 12

    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

  6. 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

  7. 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

  8. 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
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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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