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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

00:25:27

Ep. 572 | How to scale high-quality B2B campaigns...

OnBase: Smashing Sales and Marketing Misalignments ·

2025/11/13

In this episode of OnBase, host Chris Moody sits down with Chelsea Wells to discuss how AI is reshaping the future of demand generation, campaign creation, and attribution. Chelsea shares practical insights from her role at MasterControl, how clean, accessible data powers scalable, high-quality campaigns and how marketers can balance automation with creativity to stand out in a crowded digital landscape.From solving data challenges to embracing multi-touch attribution, Chelsea explains how she’s

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00:29:19

Ep. 571 | Marketing leadership in the age of AI:...

OnBase: Smashing Sales and Marketing Misalignments ·

2025/11/06

In this episode of OnBase, host Chris Moody sits down with Jasmeet Sawhney to explore what it means to lead marketing in an AI-driven world. Jasmeet shares his unconventional journey from engineer to marketing executive, emphasizing how technical fluency and creativity are now inseparable in leadership roles.They dive deep into the evolving responsibilities of marketing leaders, how AI is reshaping strategy, execution, and team structures, and why the biggest risk is failing to evolve. From scaling

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00:26:43

Ep. 570 | Data-driven precision targeting: Workday’s...

OnBase: Smashing Sales and Marketing Misalignments ·

2025/11/04

In this episode of the OnBase Podcast, host Chris Moody sits down with Craig Abramson of Workday to discuss how data quality, timing, and automation shape the future of account-based marketing (ABM) and experience (ABX).Craig’s story, starting as a content writer, evolving through startup marketing, and now running enterprise-level ABX programs at Workday, offers a rare view into how strategy scales with data maturity. From early experiments targeting QuickBooks users to Workday’s global predictive

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00:35:20

Ep. 569 | Jon Miller on how AI is breaking and...

OnBase: Smashing Sales and Marketing Misalignments ·

2025/10/31

In this OnBase episode, host Chris Moody reconnects with marketing visionary Jon Miller for a deep dive into the evolution of B2B marketing and the transformative role of artificial intelligence in shaping the future of go-to-market strategy.Jon shares his remarkable journey, from studying physics to co-founding Marketo and Engagio, joining Demandbase, and now launching his next venture at the cutting edge of AI. He reflects on the lessons learned from past technology revolutions, drawing parallels

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00:30:47

Ep. 568 | Driving 80% more deals: Hexagon’s ABM...

OnBase: Smashing Sales and Marketing Misalignments ·

2025/10/28

In this OnBase Podcast episode, host Chris Moody sits down with Brynna Self to unpack how Hexagon SIG moved from “running ads to accounts” to a true account-based GTM—and what changed when they adopted Demandbase as their shared sales–marketing system of record. Brynna details the journey from agency days to client-side leadership, why data discipline beats “order-taking,” and how a North America pilot became the blueprint for global rollout. They cover what actually fixes sales–marketing silos

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00:29:42

Ep. 567 | Content with a pulse: Building brand trust...

OnBase: Smashing Sales and Marketing Misalignments ·

2025/10/24

In this episode of OnBase, host Paul Gibson sits down with Callum Brodie to explore the evolution of content marketing in B2B and why every brand today needs “content with a pulse.” Drawing on his unique background in journalism, Callum explains how storytelling, empathy, and a genuine understanding of the audience’s “why” can help brands build trust and long-term relationships.The conversation dives into the shift from promotional messaging to value-driven narratives, the importance of human

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00:36:10

Ep. 566 | Zero-click SEO: How AI is disrupting the...

OnBase: Smashing Sales and Marketing Misalignments ·

2025/10/23

In this episode of The OnBase Podcast, host Chris Moody dives deep with Vincent DeCastro to unpack one of the most dramatic shifts in marketing history: the rise of zero-click search and AI-driven buyer journeys.They explore how generative AI tools like ChatGPT, Perplexity, and Claude are transforming how buyers discover and evaluate solutions, often without ever visiting a brand’s website. Vincent shares how this new reality is disrupting search, reshaping ABM, and forcing marketers to collapse

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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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118 results

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