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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

00:50:00

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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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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126 results

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