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PODCAST

OnBase: Smashing Sales and Marketing Misalignments

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.

business marketing

All Episodes

00:29:58

Ep. 565 | How AI is collapsing traditional GTM...

OnBase: Smashing Sales and Marketing Misalignments ·

2025/10/17

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

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00:46:14

Ep. 564 | Client-led GTM: How CMOs can drive...

OnBase: Smashing Sales and Marketing Misalignments ·

2025/10/14

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

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00:56:11

Ep. 563 | How AI is rewriting marketing, data, and...

OnBase: Smashing Sales and Marketing Misalignments ·

2025/10/10

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

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00:46:59

Ep. 562 | AI in B2B advertising: Craig Miller (AWS)...

OnBase: Smashing Sales and Marketing Misalignments ·

2025/10/03

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

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00:39:52

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

OnBase: Smashing Sales and Marketing Misalignments ·

2025/09/25

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

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00:47:32

Ep. 560 | Why ABM should be the core of every B2B...

OnBase: Smashing Sales and Marketing Misalignments ·

2025/09/18

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

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00:47:32

Ep. 559 | How CloudPay transformed B2B growth with ABX

OnBase: Smashing Sales and Marketing Misalignments ·

2025/09/16

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

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00:46:15

Ep. 558 | Scaling new verticals: GTM best practices...

OnBase: Smashing Sales and Marketing Misalignments ·

2025/09/09

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

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00:37:53

Ep. 557 | How to harness AI decisioning without...

OnBase: Smashing Sales and Marketing Misalignments ·

2025/09/04

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

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00:31:13

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

OnBase: Smashing Sales and Marketing Misalignments ·

2025/09/02

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

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00:34:23

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

OnBase: Smashing Sales and Marketing Misalignments ·

2025/08/28

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

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00:38:38

Ep. 554 | Beyond Speed & Price: Redefining Broadband...

OnBase: Smashing Sales and Marketing Misalignments ·

2025/08/22

In this episode of OnBase, host Chris Moody talks with Scott Neuman, VP of Marketing at Calix, about how broadband providers can move beyond competing on price and speed to deliver personalized, value-driven experiences. Scott shares lessons from his career in advertising, IBM, and Calix, highlighting how data, AI, and “campaigns in a box” empower even small teams to succeed. From proactive customer touchpoints to unconventional ideas like “grandparent gamer” packages, this episode offers practical

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00:26:08

Ep. 553 | Future-proofing brands in the age of AI

OnBase: Smashing Sales and Marketing Misalignments ·

2025/08/14

In this episode of OnBase, host Chris Moody talks with Myla Pilao about how brands can remain relevant and resilient in the age of AI. Myla shares her unconventional path into the ICT and cybersecurity industry, and why translating technical narratives into relatable, actionable stories is key to influencing behavior.The conversation explores AI’s role in shifting from transactional to relationship-driven customer experiences, the importance of high-quality data, and strategies for

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00:40:27

Ep. 552 | When Algorithms Meet Alignment: B2B’s...

OnBase: Smashing Sales and Marketing Misalignments ·

2025/08/05

Episode SummaryThis episode of the OnBase Podcast dives into AI’s critical role in transforming go-to-market (GTM) strategies, brand building, and buyer engagement in the B2B landscape. Host Paul Gibson speaks with Rob Gold about how AI serves as a strategy accelerator, not just a buzzword, and explores the behaviors modern B2B marketers need to adopt to remain competitive. Rob also shares insights into Dentsu's groundbreaking AI-powered transformations and outlines the trends that will redefine

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00:30:24

Ep. 551 | How to lead a customer-centric GTM...

OnBase: Smashing Sales and Marketing Misalignments ·

2025/07/21

Episode SummaryIn this episode of OnBase, host Chris Moody welcomes Preet Sibia to discuss the evolution of go-to-market strategies from a transactional, product-first approach to a deeply customer-centric model. Preet shares candid insights from his decades of experience in semiconductors and reveals the operational, cultural, and structural shifts required to make customer orientation a reality.From building clear sales processes and empowering account managers to mastering alignment across teams

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00:35:02

Ep. 550 | How Intercom fixed bad Salesforce data and...

OnBase: Smashing Sales and Marketing Misalignments ·

2025/07/17

Episode SummaryAlexander DeMoulin joins the OnBase Podcast to share his candid and inspiring journey from a failed salesperson to a respected RevOps leader. In this episode, he offers a behind-the-scenes look at how trust is built between sales and marketing teams—and why “bad data” is often the first and biggest barrier to collaboration.From his apartment (formerly his basement), Alexander details how he used scrappy problem-solving and tools like Clay and Clearbit to rebuild trust with sales by

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00:35:34

Ep. 549 | Chris Savage on Building Authentic B2B...

OnBase: Smashing Sales and Marketing Misalignments ·

2025/07/15

Episode SummaryChris Savage joins the OnBase Podcast to share actionable insights on leveraging AI for brand building while staying true to authenticity. From his early days as a filmmaker to leading Wistia, Chris provides an engaging look into the evolution of brand strategies, the importance of creativity, and how leaders can guide their teams through this AI-driven transformation.This episode explores everything from the risks of AI overhype to the timeless need for human connections in

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00:35:48

Ep. 548 | Future-Proof Your Marketing: How AI Agents...

OnBase: Smashing Sales and Marketing Misalignments ·

2025/07/11

Episode SummaryIn this episode of OnBase, host Chris Moody sits down with Mark Boothe to explore how AI agents are reshaping the future of marketing. Mark brings candid insights from his tenure at Domo, diving into the transformative potential of agentic workflows, the necessity of AI readiness, and how marketers can navigate both disruption and opportunity.Mark shares practical advice on leveraging agents as "tireless teammates" for joyless, repetitive tasks, enhancing competitive

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00:22:21

Ep. 547 | ABM without the buzzwords: A real-world GTM...

OnBase: Smashing Sales and Marketing Misalignments ·

2025/07/08

Episode SummaryIn this episode of OnBase, host Chris Moody talks with Angela (Bruns) Herlihy about crafting and scaling an account-based strategy that aligns teams and delivers results. From her early days in gymnastics to leading marketing ops in a public company, Angela shares a compelling story of grit and growth.She walks through the operational realities of building ABM frameworks in resource-constrained environments, redefines what ABM really means across sales and marketing, and explains how

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00:32:09

Ep. 546 | How to scale personalized ABM with AI for...

OnBase: Smashing Sales and Marketing Misalignments ·

2025/07/01

Episode SummaryIn this episode of OnBase, host Chris Moody talks with Vincent DeCastro about the intersection of AI and ABM, revealing how advanced tools are improving the scalability of one-to-one and one-to-few account-based strategies. From real-world success stories to actionable insights, Vincent dives deep into the challenges of hyper-personalization and how business teams can leverage AI to streamline efforts while enhancing relationships.Key TakeawaysAI’s Role in ABMAI bridges the gap

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131 results

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