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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

00:40:27

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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00:28:12

Ep. 545 | How marketing-sales alignment and smart...

OnBase: Smashing Sales and Marketing Misalignments ·

2025/06/27

Episode SummaryIn this episode of OnBase, host Chris Moody sits down with Bryan Bowles to discuss how marketers can drive sustainable customer growth through tighter alignment with commercial teams, smarter segmentation, and role clarity across go-to-market functions.Bryan shares his unconventional career path and the insights he’s gained by working across technical, product, and sales roles. He explains why marketers must understand both the buyer and the seller journeys, and how misaligned

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00:32:55

Ep. 544 | Everyone Owns the Brand: From Siloed to Shared

OnBase: Smashing Sales and Marketing Misalignments ·

2025/06/24

Episode SummaryIn this episode of OnBase, host Paul Gibson sits down with Bee Patel for a deep dive into what it really means to “own the brand” in 2025. Bee challenges the legacy idea that branding lives solely within marketing and shares how today’s most effective brands are shaped by collaborative ownership across HR, product, comms, and sales.Bee discusses the evolution of branding as a business outcome driver—supporting everything from lead generation to sales conversion—and shares actionable

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00:34:14

Ep. 543 | The GTM Playbook Rewritten: AI, Agents, and...

OnBase: Smashing Sales and Marketing Misalignments ·

2025/06/20

Episode SummaryOn this episode of the OnBase Podcast, Gabe Rogol dives into how AI agents are reshaping go-to-market strategies and reveals what Demandbase 4.0 brings to the table. Gabe outlines the evolution of account-based marketing, the need for open and flexible platforms, and where automation meets human creativity in redefining the modern sales and marketing landscape. Whether you're a sales leader, marketer, or just curious about AI's role in B2B, this episode delivers

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00:22:43

Ep. 542 | Branding for sales success: Likeability,...

OnBase: Smashing Sales and Marketing Misalignments ·

2025/06/17

Episode SummaryIn this episode of OnBase, host Chris Moody sits down with Jessica Rhodes to talk about branding, likeability, and how podcasting can transform your sales conversations. Jessica reflects on how she turned a favor for her dad into a thriving business and why bringing your whole personality to the table is key to building buyer trust.From tactical takeaways on content repurposing to deeper insights on the neuroscience of decision-making, this conversation is equal parts actionable and

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00:27:33

Ep. 541 | Build Legos, Not Decks: Amber Naslund on...

OnBase: Smashing Sales and Marketing Misalignments ·

2025/06/12

Episode SummaryIn this episode of OnBase, host Chris Moody reunites with longtime friend and podcast co-creator Amber Naslund for a reflective and forward-thinking conversation. Amber brings a wealth of experience across the marketing-sales spectrum and shares how her background in marketing has become her superpower in sales.They explore how better collaboration between marketing and sales can unlock massive gains, why product marketing and sales enablement should stop building models and start

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00:41:50

Ep. 540 | Show Me You Know Me: Why Manners Win...

OnBase: Smashing Sales and Marketing Misalignments ·

2025/06/10

Episode SummaryOn this episode of the OnBase Podcast, Sam McKenna shares her unconventional and highly effective sales strategies. From her trademark 'Show Me You Know Me' philosophy to redefining what it means to put manners first, Sam highlights the importance of doing the unexpected in sales to stand out. She details her inspiring career path, her passion for empowering women, and her views on the importance of genuine human connection in building lifelong client relationships. Unmissable for

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00:21:51

Ep. 539 | Relevance over personalization: Prospecting...

OnBase: Smashing Sales and Marketing Misalignments ·

2025/06/05

Episode SummaryIn this episode of OnBase, host Chris Moody sits down with Lydia Hutchison for a powerful conversation on what works in modern B2B prospecting. Lydia explains why typical AI-personalized messages fail to cut through and how relevance, rooted in deep customer understanding, wins every time.She unpacks her triple-touch framework, the value of tone and timing, and the human psychology that underpins effective outreach. Lydia also reveals her favorite high-converting tactic that combines

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00:38:32

Ep. 538 | AI, Grit, and Growth: Chaz Horn’s B2B Sales...

OnBase: Smashing Sales and Marketing Misalignments ·

2025/06/03

Episode SummaryThis episode delves into the core principles of sales success and scaling go-to-market strategies through leveraging and alignment. Chaz Horn reflects on his inspiring career transformation and shares actionable insights on creating impact with minimal resources. He introduces his TTABS framework, discusses how mindset drives sales success, and explores how AI can revolutionize sales and training efficiency. Chaz's emphasis on transformation, both personal and professional, offers

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00:33:23

Ep. 537 | How to Scale Demand Generation Like a Pro

OnBase: Smashing Sales and Marketing Misalignments ·

2025/05/29

Episode SummaryThis episode explores the nuances of scaling demand generation strategies from startups to established organizations. Lily Youn highlights the importance of building a strong foundation through account-based strategies, data hygiene, and team alignment. She discusses the differences between startup scrappiness and scale-up structure, the role of AI in demand generation, and how to identify quick wins for immediate impact. Lily also shares actionable insights for optimizing

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00:43:15

Ep. 536 | Agentic AI Is Not a Lego Brick: Rethinking...

OnBase: Smashing Sales and Marketing Misalignments ·

2025/05/28

Episode SummaryIn this provocative and insightful episode, OnBase host Chris Moody reunites with Lukas Egger to discuss one of the most talked-about frontiers in business innovation: agentic AI. Lukas explores how companies can move beyond demos and hype to implement AI in ways that reshape business models and unlock new value creation.Key TakeawaysPrioritizing Agentic AI: Leaders must prioritize agentic AI for business preparedness due to the significant investment and potential for new value

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00:40:10

Ep. 535 | Creativity Isn’t Dead: Rekindling Bold...

OnBase: Smashing Sales and Marketing Misalignments ·

2025/05/27

Episode SummaryThis episode dives deep into the heart of creativity in B2B marketing as Jeff and Carman illuminate the power of bold ideas in revitalizing campaigns. From the challenges of standing out in a "sea of sameness" to the unique opportunities presented by AI, the duo shares actionable insights on rethinking how brands engage, differentiate, and capture attention in complex B2B environments. Learn how to leverage concepts like the "Big Long Idea," champion creativity,

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00:36:48

Ep. 534 | Evolution of ABM: From Traditional...

OnBase: Smashing Sales and Marketing Misalignments ·

2025/05/22

Episode SummaryIn this episode of OnBase, host Chris Moody sits down with Jacek Materna as they explore how account-based marketing (ABM) has evolved from traditional sales tactics to precision-driven strategies fueled by AI. Jacek reflects on his career in ABM, starting in enterprise sales during the 2000s, and shares practical advice for implementing effective ABM programs. The episode tackles common missteps, such as over-reliance on tools, and outlines the importance of aligning sales and

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00:34:57

Ep. 533 | Cracking the ABM Code: Beyond Strategy

OnBase: Smashing Sales and Marketing Misalignments ·

2025/05/20

Episode SummaryOn this episode of OnBase, host Paul Gibson sits down with Ingrid Archer to discuss "cracking the ABM code" and uncover why successful ABM initiatives require more than just strategy. Ingrid shares her expertise on balancing localized needs within European markets, overcoming common misconceptions about ABM, and using AI to streamline processes at every stage of account-based execution.From highlighting the importance of sales and marketing collaboration to providing actionable steps

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118 results

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