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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

00:28:12

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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00:29:30

Ep. 532 | Winning with Go-to-Market Strategy

OnBase: Smashing Sales and Marketing Misalignments ·

2025/05/15

Episode SummaryIn this episode, Host Chris Moody is joined by Eric Feige to discuss how businesses can win with go-to-market (GTM) strategies by setting realistic digital transformation goals, fostering cross-functional alignment, and leveraging tools like Demandbase for scalable growth. Eric’s breadth of experience—from entrepreneurship to consulting with Fortune 500 companies—offers unique perspectives on the practical steps organizations can take to achieve revenue growth, avoid common pitfalls,

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00:40:33

Ep. 531 | Before AI, Fix Your Data: The ABM Wake-Up Call

OnBase: Smashing Sales and Marketing Misalignments ·

2025/05/13

Episode SummaryThis episode dives into the critical role of data quality in unlocking the true potential of AI for ABM success. Daryn Smith shares how organizations can move from AI hype to AI readiness, focusing on bridging data silos and using AI effectively. The discussion explores practical steps to improving data management, leveraging AI tools to streamline processes, and why leadership plays a pivotal role in driving change. Daryn also reveals fascinating use cases where AI has made a

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00:40:16

Ep. 530 | 95-5 Strategy: Brand Meets Demand

OnBase: Smashing Sales and Marketing Misalignments ·

2025/05/08

Episode SummaryTune in as host Paul Gibson sits down with Matthew Creswick, Chief Marketing Officer at Huble Digital, to explore the 95-5 marketing strategy. This insightful episode dives into balancing long-term brand building with capturing in-market demand, the evolving buyer landscape, the role of AI, and how intent data is changing the game for B2B marketers. Whether you’re a seasoned pro or new to the field, this episode offers actionable advice and fresh perspectives on marketing

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00:29:30

Ep. 529 | Building SaaS Moats: Brand, Community, and AI

OnBase: Smashing Sales and Marketing Misalignments ·

2025/05/06

Episode SummaryThis episode explores how SaaS companies can create competitive moats through strong brands and authentic communities. Margaret Kelsey shares her expertise on why technology alone isn’t a moat in today’s landscape and how :: community, customer relationships, and values can differentiate brands for long-term success. The conversation also dives into the role of generative AI in marketing, actionable steps to build genuine customer connections, and strategies for amplifying brand

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00:40:04

Ep. 528 | The New Rules of Account-Based Marketing...

OnBase: Smashing Sales and Marketing Misalignments ·

2025/04/29

Episode SummaryIn this special in-person episode of OnBase, host Chris Moody joins Davis Potter live from Austin, Texas, for a candid deep-dive into the evolution of account-based marketing. Davis draws on his experience across enterprise giants and nimble startups to unpack the real differences between demand gen and ABM—and why most companies are stuck in the middle.Together, they dissect the pitfalls of outdated ABM models, the importance of unifying go-to-market teams, and the need for

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00:29:20

Ep. 527 | AI-First GTM: The New Playbook for Sales...

OnBase: Smashing Sales and Marketing Misalignments ·

2025/04/24

Episode SummaryIn this episode of OnBase, host Paul Gibson welcomes Hannah Ajikawo for a deeply insightful conversation on building strong go-to-market foundations and how AI is reshaping the future of sales execution.Hannah reflects on her career journey and the moment she realized that many teams don’t truly understand strategy. She outlines the importance of focusing GTM energy on where businesses win most, shares her “go-to-market building blocks” framework, and explains how AI can enhance

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00:20:48

Ep. 526 | Bold Moves & B2B Breakthroughs: Inside the...

OnBase: Smashing Sales and Marketing Misalignments ·

2025/04/23

Episode summary:In this episode of OnBase, host Chris Moody sits down with Trent Talbert to dissect the 2025 B2B marketing landscape—from evolving ABM strategies to the real reason high-growth companies are struggling despite bigger budgets. Trent shares insights from the newly released AMP25 survey and offers sharp, data-backed guidance on where modern marketers should double down and what they should ditch.You’ll hear why personalization is still broken in most orgs, how bold messaging can break

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131 results

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