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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

00:35:04

Ep. 585 | The architect CMO: Why operations, not...

OnBase: Smashing Sales and Marketing Misalignments ·

2026/02/12

Great creative does not fail because of ideas. It fails because of operations.In this episode of the OnBase podcast, Chris Moody sits down with Michael Miller, founder and head of creative at Consigliere, to explore why modern CMOs must think like architects of complex marketing systems. They unpack the hidden operational bottlenecks that sabotage performance, why agencies often get blamed unfairly, and how outdated marketing models are slowing teams down.Michael also shares a pragmatic view on AI:

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00:36:03

Ep. 584 | How modern ABM works: from account...

OnBase: Smashing Sales and Marketing Misalignments ·

2026/02/05

Modern ABM is not a channel or a quick win. In this episode of the OnBase podcast, Paul Gibson sits down with Katie Skene, Senior ABM Manager at Global Relay, to explore what modern account-based marketing really takes to succeed. They discuss why account selection is the foundation of ABM, how sales and marketing alignment drives long-term impact, where AI and intent signals can go wrong, and why curiosity is becoming the defining skill for ABM leaders. If you are trying to scale ABM, overcome

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00:28:49

Ep. 583 | From SEO to GEO: Winning digital visibility...

OnBase: Smashing Sales and Marketing Misalignments ·

2026/01/29

Search is changing faster than ever. In this episode of the OnBase podcast, Chris Moody sits down with Andreea Westenberg to explore how digital visibility is evolving in an AI-first world. They unpack why content still matters, how generative engine optimization is reshaping discovery, and why trust and conversations are becoming new drivers of B2B revenue. From zero-click search to schema markup and conversion-focused websites, this episode offers a practical roadmap for marketing leaders who want

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00:29:04

Ep. 582 | AI SDRs are here: How CMOs are putting AI...

OnBase: Smashing Sales and Marketing Misalignments ·

2026/01/22

AI agents are no longer experimental. In this episode of the OnBase podcast, Chris Moody sits down with Maura Rivera, CMO at Qualified, to explore the rise of AI SDRs and what it takes to put AI agents into real production. They discuss why inbound SDR roles are perfectly suited for automation, how the crawl, walk, run, fly framework reduces risk, the importance of brand trust and agent coaching, and why CMOs are finally regaining control of pipeline. If you are navigating AI adoption, inbound

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00:40:10

Ep. 581 | The single-buyer myth: why B2B deals are...

OnBase: Smashing Sales and Marketing Misalignments ·

2026/01/15

Single-buyer strategies are no longer enough.In this episode of the OnBase podcast, Paul Gibson sits down with Graham Reed, director of business creation at Ice Blue Sky, to explore how buying groups are reshaping B2B decision-making in the age of AI.They discuss why deals fail when teams focus on one contact, how AI improves relevance without replacing human judgment, the risks of black-box intent signals, and why sales and marketing alignment is critical to winning complex deals.If you are

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00:50:00

Ep. 580 | Modern ABM strategies: outcomes, AI, and...

OnBase: Smashing Sales and Marketing Misalignments ·

2025/12/18

Traditional ABM frameworks are no longer enough.In this episode of the OnBase podcast, Paul Gibson sits down with Declan Mulkeen, CMO at Strategic ABM, to explore how modern ABM strategies are evolving toward outcomes, relevance, and long-term customer value.They discuss why customers do not buy “ABM models,” how buying groups should really be approached, the role of AI in accelerating insight without losing trust, and why lifetime value is becoming the most important metric for B2B growth.If you

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00:55:16

Ep. 579 | Scaling without soul crushing: how...

OnBase: Smashing Sales and Marketing Misalignments ·

2025/12/16

Sales teams have more training, more tools, and more AI than ever — yet execution in the field continues to break down.In this episode of the OnBase podcast, Barry Flaherty and David Thomson explain why traditional sales training fails and how teach-back sales training and AI coaching help teams build real capability without burning out sales reps.Drawing on decades of experience across enterprise sales, scale-ups, and behavioural science, they explore why information alone never creates

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00:34:29

Ep. 578 | Inside Roku’s programmatic playbook: daily...

OnBase: Smashing Sales and Marketing Misalignments ·

2025/12/11

Roku’s John Rogers reveals how daily rigor, culture fit and a new programmatic playbook are shaping the future of CTV advertising.🎙️ Episode summaryIn this episode, John Rogers, director of global programmatic partnerships at Roku, takes us inside the systems and leadership principles driving Roku’s programmatic growth. We explore why the old sales playbook no longer works, how Roku balances programmatic and direct sales, and why ambiguity is becoming a competitive advantage in ad tech.🔑 What

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00:34:18

Ep. 577 | How humanizing B2B and brand resonance...

OnBase: Smashing Sales and Marketing Misalignments ·

2025/12/09

In this episode of the OnBase podcast, host Paul Gibson sits down with Kate Mackie to unpack why humanizing B2B marketing is no longer optional—and how brand resonance directly impacts modern go-to-market success. Kate shares her journey from agency to EY, revealing why the traditional separation between brand and demand no longer works in today’s complex, elongated B2B buying cycles.She explains why trust is a brand’s most valuable currency, how buying groups have doubled in size, and why marketers

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00:46:18

Ep. 576 | How continuous brand building powers ABX...

OnBase: Smashing Sales and Marketing Misalignments ·

2025/12/04

In this episode of OnBase, host Paul Gibson sits down with Soumyajit Dey for a deep dive into why continuous brand building outperforms one-off campaigns every time, and how ABX becomes truly powerful only when rooted in purpose, consistency, and relevance.Soumyajit shares his journey from early days in experimental digital marketing to leading global campaigns at ThoughtWorks, where he merges brand strategy with buying-group intelligence to drive sustained account growth. He explains why brand

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00:35:38

Ep. 575 | How to build authentic B2B influence with...

OnBase: Smashing Sales and Marketing Misalignments ·

2025/12/02

In this episode of OnBase, host Paul Gibson sits down with Joel Harrison for a wide-ranging and deeply insightful conversation about one of the most pressing issues in modern B2B: trust. Together, they unpack how trust is eroding across society, why it has become the backbone of successful ABX programs, and how marketers can differentiate in an era flooded with AI-generated “average content.”Joel shares his personal journey from magazine editor to industry leader, and why he believes trust, not just

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00:27:48

Ep. 574 | Customer-led growth, AI, and high-impact...

OnBase: Smashing Sales and Marketing Misalignments ·

2025/11/21

In this episode of OnBase, host Chris Moody sits down with Corrina Owens to explore the evolution of account-based marketing, the misconceptions that still persist, and why most companies miss their biggest growth opportunity: their existing customers.Corrina details her non-traditional path into marketing, the value of being a generalist, and how ABM shifted from a set of disconnected tactics to a true go-to-market operating model. She breaks down the critical role of ICP development, the

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00:48:39

Ep. 573 | Why enterprise ABM falls short and how to...

OnBase: Smashing Sales and Marketing Misalignments ·

2025/11/19

In this episode of OnBase, Paul Gibson talks with Tejal Patel about why ABM often falls short in large enterprises and how companies can fix it. Tejal shares how her B2C background shaped her customer-centric approach and explains the key issues she sees inside big tech—misalignment, data quality gaps, siloed teams, and overreliance on ABM as a standalone strategy.She contrasts this with the agility of smaller organizations and outlines practical ways to improve targeting, use intent data,

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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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131 results

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