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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

00:27:50

Ep. 525 | The Future-Ready Martech Stack (and...

OnBase: Smashing Sales and Marketing Misalignments ·

2025/04/16

Episode SummaryIn this episode of OnBase, host Chris Moody welcomes Brandon Ratliff for a compelling conversation about the evolution of Martech, the promise (and limitations) of AI, and the art of staying future-ready in an ever-accelerating landscape.Brandon shares his unconventional path from coding hobbyist to martech leader, while offering tactical advice for building scalable stacks, enabling data-informed personalization, and fostering innovation within teams. He unpacks what it means to

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00:30:09

Ep. 524 | The Market Speaks: Building GTM with...

OnBase: Smashing Sales and Marketing Misalignments ·

2025/04/15

Episode SummaryIn this episode of OnBase, host Chris Moody and Parth Mukherjee delve into the critical role of customer voices in shaping go-to-market strategies. Parth shares his journey through the tech industry, highlighting his experiences in product marketing and go-to-market strategy across different company stages. He emphasizes the importance of product marketing teams in bringing the customer's perspective into the organization and outlines the five key components of a go-to-market

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00:24:14

Ep. 523 | How the Jobs-to-Be-Done Framework Uncovers...

OnBase: Smashing Sales and Marketing Misalignments ·

2025/04/10

Episode SummaryIn this episode of OnBase, host Chris Moody is joined by Alison Mendoza to dive into the power of the Jobs-to-be-Done (JTBD) framework and its transformative impact on innovation, marketing, and product strategy. Alison shares her non-linear journey into R&D, how her background in linguistics shapes her collaboration with engineers, and how JTBD allows companies to avoid blind spots and uncover real customer needs.Listeners will gain insights into how Honeywell uses behavioral

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00:43:51

Ep. 522 | ABM & AI: Driving B2B Growth Today and...

OnBase: Smashing Sales and Marketing Misalignments ·

2025/04/09

Episode SummaryIn this episode of OnBase, host Paul Gibson sits down with Shimon, a leading voice in B2B marketing from SPOTONVISION. The duo dives into the big topic of bridging short-term wins with long-term growth while discussing how Account-Based Marketing (ABM) and Artificial Intelligence (AI) are transforming the future of B2B marketing strategies.With insights drawn from years of partnership and expertise, this conversation explores how to balance immediate results with long-term objectives

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00:27:19

Ep. 521 | Benefits Decoded: Making Healthcare Choices...

OnBase: Smashing Sales and Marketing Misalignments ·

2025/04/03

In this episode of OnBase, host Chris Moody welcomes Nicole Warshauer for an enlightening conversation on health benefits, empathy-driven branding, and building consumer trust through education. Nicole walks us through her non-linear career journey and how her passion for community and storytelling has shaped her role at HealthEquity. She shares practical strategies for educating diverse healthcare consumers, discusses the emotional complexities of health benefits, and explores the skills marketers

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00:21:56

Ep. 520 | Beyond the Ticket: Building Award-Winning...

OnBase: Smashing Sales and Marketing Misalignments ·

2025/03/27

In this episode of OnBase, host Chris Moody sits down with Craig Chiofalo to explore what it truly takes to build and lead a world-class support engineering organization. Craig pulls back the curtain on the operational strategies and tech stack powering Demandbase’s award-winning team—including how tools like Salesforce Einstein and SupportLogic are transforming their approach to proactive support. He also shares lessons on hiring for excellence, scaling impact without ballooning headcount, and why

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00:33:32

Ep. 519 | Rethinking Outbound: Why Warmbound Is the...

OnBase: Smashing Sales and Marketing Misalignments ·

2025/03/25

Episode SummaryIn this episode of OnBase, host Chris Moody chats with Maximus Greenwald about reimagining traditional outbound strategies through a concept he calls "warmbound"—the fusion of outbound execution with inbound energy. Maximus walks us through the broken state of traditional lead scoring, the inefficiencies of outdated TAM/SAM/SOM frameworks, and why marketers should own the pipeline.He breaks down how intent signals, AI, and horizontal marketing teams will reshape the future

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00:35:09

Ep. 518 | Aligning Marketing & Sales Through...

OnBase: Smashing Sales and Marketing Misalignments ·

2025/03/20

Episode SummaryIn this episode of OnBase, host Chris Moody sits down with Susan Bloomfield to discuss the power of authentic storytelling in aligning marketing and sales. Susan shares her journey from research to marketing leadership and how she built her expertise in business development. She dives deep into the three P’s of storytelling—People, Passion, and Purpose—and how they drive engagement and differentiate brands.She also highlights how marketing can support sales in a way that feels

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00:25:19

Ep. 517 | The ABM Optimization Playbook: Balancing...

OnBase: Smashing Sales and Marketing Misalignments ·

2025/03/13

Episode SummaryIn this episode of OnBase, host Chris Moody sits down with Caroline Quinn to explore the nuances of optimizing Account-Based Marketing (ABM) strategies. Caroline shares her deep insights on defining the right ABM mix, navigating between one-to-one, one-to-few, and programmatic ABM approaches, and ensuring marketing investments align with business priorities. She also highlights the importance of curiosity, listening skills, and marketing technology in executing successful ABM

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00:24:41

Ep. 516 | The Rise of Agentic AI in B2B GTM

OnBase: Smashing Sales and Marketing Misalignments ·

2025/03/06

Episode SummaryIn this episode of OnBase, host Chris Moody sits down with Chad Holdorf to discuss how agentic AI is revolutionizing B2B go-to-market strategies. They explore the rise of AI-driven agents, why automation leaders are doubling down on AI, and the biggest mistakes B2B teams make with AI adoption. Chad also shares real-world use cases from Demandbase, showing how AI agents streamline workflows, enhance intent-based targeting, and deliver predictive recommendations to sales and marketing

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00:27:03

Ep. 515 | Aligning ABX Strategies with Diverse Tech...

OnBase: Smashing Sales and Marketing Misalignments ·

2025/02/28

Episode SummaryIn this episode of OnBase, host Chris Moody sits down with Judit Szabo to discuss the complexities of aligning account-based strategies within diverse tech environments. With organizations facing challenges in tailoring ABX (Account-Based Experience) initiatives across different teams, tools, and processes, Judit shares her insights on how to execute ABX successfully.From understanding skill sets that drive alignment to navigating sales and marketing collaboration, she provides

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00:26:49

Ep. 514 | How Digital Accessibility Drives Customer...

OnBase: Smashing Sales and Marketing Misalignments ·

2025/02/21

Episode SummaryIn this episode of OnBase, host Chris Moody sits down with Chad Sollis to discuss why digital accessibility is a strategic priority for brands today. Chad shares his journey from graphic design to marketing leadership, highlighting the importance of accessibility in enhancing brand reputation, compliance, and consumer loyalty. He breaks down the key principles of accessibility, how it impacts SEO, and best practices for embedding accessibility into marketing and product

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00:21:28

Ep. 513 | The Real Sales KPIs That Drive Business...

OnBase: Smashing Sales and Marketing Misalignments ·

2025/02/13

Episode SummaryIn this episode of OnBase, host Chris Moody sits down with Abhishek Damani to discuss the critical role of aligning sales performance metrics with broader business goals. They explore why traditional sales metrics sometimes fall short and how companies can define KPIs that reflect strategic priorities.Abhishek also shares his structured four-step approach for identifying and tracking performance indicators, along with insights into how AI is transforming sales processes. Whether

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00:37:13

Ep. 512 | Rewiring the GTM Strategy With a...

OnBase: Smashing Sales and Marketing Misalignments ·

2025/01/30

Episode SummaryIn this episode of OnBase, host Chris Moody sits down with Kelly Flowers to discuss the power of systems-based strategy in driving predictable outcomes in sales development. Kelly shares her unique journey into sales, the lessons she learned from transitioning industries, and how she developed a structured approach to pipeline generation, OKRs, and sales efficiency. She also highlights the biggest challenges in sales today, the role of AI in streamlining sales processes, and the myths

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00:43:33

Ep. 511 | Elevating Account-Based GTM with Revenue...

OnBase: Smashing Sales and Marketing Misalignments ·

2025/01/21

Episode SummaryIn this episode of OnBase, hosts Chris Moody and Alicia Hale sit down with Udi Ledergor to explore the transformative power of revenue intelligence in account-based go-to-market strategies. Udi shares insights from his extensive career, breaking down the evolution of revenue intelligence, its impact on sales and marketing alignment, and the role of AI in reshaping the buyer experience. With thought-provoking anecdotes and actionable advice, this episode is packed with valuable

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00:18:36

Ep. 510 | How Strategic Content Fuels B2B Growth

OnBase: Smashing Sales and Marketing Misalignments ·

2025/01/21

In this episode of OnBase, host Paul Gibson speaks with Becky Lawlor about transforming B2B content from digital noise into revenue-driving assets. Becky shares insights into the power of original research, emerging content formats, and distribution strategies that cut through B2B noise. From gated content strategies to the role of AI in modern marketing, Becky discusses how B2B marketers can unlock revenue potential with quality, data-driven content. About the Guest Becky Lawlor is the Founder and

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00:35:53

Ep. 509 | Budget Battles: Aligning Sales, Marketing,...

OnBase: Smashing Sales and Marketing Misalignments ·

2025/01/13

Episode SummaryIn this episode of OnBase, host Chris Moody speaks with Max Maurier about the intricacies of aligning budgets across sales, marketing, and finance to drive organizational growth. They discuss the importance of setting clear go-to-market priorities, measuring ROI accurately, and fostering cross-functional communication to bridge gaps in alignment. Max shares insights into overcoming budget challenges, balancing investments between top-of-funnel and bottom-of-funnel activities, and

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00:24:57

Ep. 508 | The CEO’s Guide to Transforming Thought...

OnBase: Smashing Sales and Marketing Misalignments ·

2024/12/16

Episode SummaryIn this episode of OnBase, host Chris Moody talks with Kris Rudeegraap about innovative approaches to thought leadership, the use of AI tools, and leveraging direct mail to break through email saturation and create personalized customer experiences. Kris shares his journey from Silicon Valley software sales to founding Sendoso, a category-defining direct mail and gifting platform. The conversation dives into actionable strategies for building a thought leadership culture, using AI

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00:34:43

Ep. 507 | Buying Groups: The Next Seismic Shift in ABM

OnBase: Smashing Sales and Marketing Misalignments ·

2024/12/12

Episode SummaryIn this episode of the OnBase podcast, Chris Moody hosts Jeremy Schwartz, who shares insights on the seismic shift from MQL-based approaches to buying groups in Account-Based Marketing (ABM). Jeremy discusses his extensive background in marketing and the challenges of traditional lead-based systems, emphasizing inefficiencies like low conversion rates and misaligned metrics. He highlights the transformative potential of buying groups, explaining how they enable better targeting and

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00:33:24

Ep. 506 | Crafting a Winning GTM Strategy from the...

OnBase: Smashing Sales and Marketing Misalignments ·

2024/12/09

Episode Summary In this Onbase episode, Justine Davis, Head of Marketing at Postman, shares her journey from hospitality marketing to leading high-performing teams in tech, offering insights on building go-to-market (GTM) strategies. She emphasizes the importance of aligning sales, marketing, and product teams through data-driven decisions, internal collaboration, and empathy for organizational change. Justine discusses adapting to shifts in marketing attribution, such as the decline of third-party

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131 results

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