Ep. 501 | How AI-Based Detection is Revolutionizing Security

OnBase: Smashing Sales and Marketing Misalignments

OnBase: Smashing Sales and Marketing Misalignments

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This Is Woman's Work with Nicole Kalil

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Unlocking Your Hidden Genius: How to Harness Your Innate Talents with Betsy Wills & Alex Ellison | Ep. 289 32:08

22 days ago32:08

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32:08

Did you know there’s an actual science to uncovering your hidden genius? It’s not about filling out a “dream job” worksheet—it’s about understanding how your brain is wired, identifying your natural aptitudes, and using them to thrive. This isn’t just a self-discovery exercise. It’s a game-changer for your career, your relationships, and how you show up in the world. Betsy Wills and Alex Ellison are redefining how we approach career discovery, proving that finding the right path isn’t just about landing a job—it’s about creating a life that aligns with who you actually are. ✅ Betsy Wills – Cofounder of YouScience, a groundbreaking psychometric assessment platform reshaping how we understand our talents. She’s also the Director of Marketing & Branding at Diversified Trust and a frequent lecturer at Vanderbilt University and NYU’s Stern School of Business. ✅ Alex Ellison – Founder of Throughline Guidance, a global college and career counseling practice. She’s a sought-after writer, speaker, and expert in college readiness and career development. ✅ Together, they co-authored Your Hidden Genius: The Science-Backed Strategy to Uncovering and Harnessing Your Innate Talents. Discovering your hidden genius isn’t just about career success—it’s about tapping into what makes you, you . Connect with Betsy & Alex: Website (Free Downloads): www.yourhiddengenius.com Book: https://www.harpercollins.com/products/your-hidden-genius-elizabeth-m-willsalexandra-ellison Related Podcast Episodes: How To Be You, But Better with Olga Khazan | 288 Finding Purpose Through Human Design with Emma Dunwoody | 228 195 / Finding (And Using) Your Voice with Amy Green Smith Share the Love: If you found this episode insightful, please share it with a friend, tag us on social media, and leave a review on your favorite podcast platform! 🔗 Subscribe & Review: Apple Podcasts | Spotify | Amazon Music…

about a year ago 22:12

MP3•Laman utama episod

Episode Summary

In this episode of OnBase, host Chris Moody talks with Anh Huynh about the evolving role of AI in cybersecurity, especially in email and collaboration systems. Anh shares his journey from early IT setups to today's advanced AI-based security measures, highlighting the shift from heuristics-based to AI-driven threat detection to combat sophisticated business email compromises (BEC). Anh explains how collaboration, communication, and integrating AI across security infrastructures are crucial in staying ahead of cyber threats. They also discuss the importance of emotional intelligence, balancing hybrid work environments, and tools that enhance security and quality of life, especially for remote work.

About the guest

Anh Huynh is the Director of Messaging Engineering and Head of Security Services at Applied Materials, where he has led teams in securing critical communication infrastructure for nearly five years. In this role, Anh focuses on cybersecurity measures within messaging and collaboration spaces, implementing advanced AI/ML detection processes, and enforcing security protocols like SPF, DMARC, and DKIM to address emerging cyber threats. He also oversees supply chain cybersecurity initiatives, IP protection, and data loss prevention, integrating solutions across platforms like Outlook, Exchange, and Office 365. With over 18 years of experience in global messaging, Anh combines technical expertise with a strategic approach to managing cybersecurity and team development, making him a valuable voice on the role of AI and layered security in modern enterprises.Anh also helps businesses enhance their cybersecurity strategy through his firm, ADH Consulting.Connect with Anh:

Phone: 831-277-3525 | Threads: @anhdhuynh75 | Email: anhdhuynh@gmail.com | LinkedIn

Key takeaways

- AI in Cybersecurity: AI is crucial for detecting sophisticated threats like business email compromises, surpassing traditional methods.

- Collaboration is Key: Effective cybersecurity needs strong collaboration and shared intelligence across teams.

- Hybrid Work Balance: A balanced mix of in-office and remote work supports productivity and security adaptability.

- Layered Security: A multi-layered defense, combining traditional and AI methods, enhances threat detection.

- Actionable Insights: AI should provide clear, actionable insights to reduce manual work and improve security.

- Emotional Intelligence: Leaders should cultivate emotional intelligence to manage hybrid teams better.

- Tech and IoT Tools: Familiarity with various tech ecosystems and using IoT tools can improve personal and professional security.

Quotes

"The old process of heuristics-based security does not work today in the real world." -Anh Huynh
Recommended Resource

Books
Emotional Intelligence by Daniel Goleman: It explores how understanding and managing emotions can enhance personal and professional relationships

⁠⁠Connect with Any Huynh | ⁠Follow us on LinkedIn ⁠| ⁠Website

521 episod

#Business #B2B Marketing #Marketing #DemandMatrix

OnBase: Smashing Sales and Marketing Misalignments

Ep. 501 | How AI-Based Detection is Revolutionizing Security

OnBase: Smashing Sales and Marketing Misalignments

published about a year ago

Kongsi

MP3•Laman utama episod

Episode Summary

About the guest

Phone: 831-277-3525 | Threads: @anhdhuynh75 | Email: anhdhuynh@gmail.com | LinkedIn

Key takeaways

- AI in Cybersecurity: AI is crucial for detecting sophisticated threats like business email compromises, surpassing traditional methods.

- Collaboration is Key: Effective cybersecurity needs strong collaboration and shared intelligence across teams.

- Hybrid Work Balance: A balanced mix of in-office and remote work supports productivity and security adaptability.

- Layered Security: A multi-layered defense, combining traditional and AI methods, enhances threat detection.

- Actionable Insights: AI should provide clear, actionable insights to reduce manual work and improve security.

- Emotional Intelligence: Leaders should cultivate emotional intelligence to manage hybrid teams better.

- Tech and IoT Tools: Familiarity with various tech ecosystems and using IoT tools can improve personal and professional security.

Quotes

"The old process of heuristics-based security does not work today in the real world." -Anh Huynh
Recommended Resource

Books
Emotional Intelligence by Daniel Goleman: It explores how understanding and managing emotions can enhance personal and professional relationships

⁠⁠Connect with Any Huynh | ⁠Follow us on LinkedIn ⁠| ⁠Website

521 episod

#Business #B2B Marketing #Marketing #DemandMatrix

Semua episod

OnBase: Smashing Sales and Marketing Misalignments

1
Ep. 520 | Beyond the Ticket: Building Award-Winning Support at Demandbase 21:56

7 days ago21:56

21:56

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 deep, daily collaboration across product, engineering, and customer success is the cornerstone of lasting success. Key takeaways Right Team, Right Tech : Hiring the right talent, enabling them with strong onboarding and internal tools, and layering in AI-driven technologies can drive exponential impact without scaling the team linearly. Cross-Functional Collaboration Is Everything : Craig attributes much of the team’s success to deep integration with product, engineering, and customer success—teams that work together daily to elevate the customer experience. Award-Winning Process Maturity : From rewritten job descriptions to internal training certifications and advanced sentiment monitoring, Craig’s team has refined its approach year after year to earn industry recognition. Operationalized AI : AI tools like SupportLogic and Salesforce Einstein are leveraged not just for efficiency, but for better sentiment analysis, proactive support, and smarter data insights. Measure What Matters : In addition to SLAs, Craig’s team emphasizes customer satisfaction and effort scores—tracking detailed metrics while staying focused on proactive issue resolution. Quotes On Team Excellence “This team is phenomenal—not just individually, but in how they collaborate. That synergy is the catalyst behind everything we’ve achieved.” On Leveraging AI Thoughtfully “AI should be seen as an assistant. It's like a dishwasher—you still load it and unload it, but it saves time and effort on repetitive tasks.” (04:00) : How Craig rewrote job descriptions and created testing processes to hire and retain top-tier talent. (09:00) : A deep dive into Salesforce Service Cloud, SupportLogic, and the internal troubleshooting app that dramatically reduces time to resolution. (14:00) : How the team uses data and proactive alerts to prevent fires before they happen. (18:00) : Craig’s thoughtful breakdown of AI as a productivity enhancer, not a replacement. Tech Recommendations Salesforce Service Cloud + Einstein : A central support platform now enhanced with AI capabilities for smarter case handling. SupportLogic : Real-time sentiment analysis and escalation prediction across customer interactions. Resource Recommendations Newsletter: MIT Technology Review – AI-focused and practical Harvard Business Review – Daily updates on leadership and strategy McKinsey – Insightful newsletters with AI-related content Shout-outs Umberto Milletti , Chief R&D Officer at Demandbase Angelle Stromeyer , RVP Customer Success at Demandbase Erika Setla , Sr. Director, CX Strategy & Ops at Demandbase About the Guest Craig Chiofalo is a customer-focused leader with over 20 years of experience directing customer support, service, and success teams across SMB to enterprise clients. Currently Vice President of Support Engineering at Demandbase, Craig leads a Stevie Award–winning team recognized for delivering outstanding customer service. He brings a proven track record of building high-performing, collaborative teams that exceed goals, with a leadership style rooted in fairness, energy, and a deep passion for technology. Craig has held key roles at IBM, Silverpop, CallRail, Calendly, and Salsify, often joining during critical growth phases to scale operations, implement smart automation, and drive cross-functional alignment. His expertise spans platforms like Salesforce, Zendesk, Jira, Confluence, and SQL—always with a hands-on, data-informed approach to delivering exceptional customer outcomes.…

OnBase: Smashing Sales and Marketing Misalignments

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Ep. 519 | Rethinking Outbound: Why Warmbound Is the Way Forward 33:32

9 days ago33:32

33:32

Episode Summary In 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 of GTM. Maximus also shares how he tests big bets as a founder, what marketers can learn from enterprise sellers, and how personalization must evolve in the age of generative AI. Key Takeaways Warmbound, Not Outbound: The strict division between inbound (marketing) and outbound (sales) is outdated. The future is unified, pipeline-first, go-to-market strategies driven by intent. Classic Lead Scoring Is Broken: Rigid filters based on outdated firmographics miss major ICP opportunities. AI can dynamically model what actually drives revenue. Signal Stacking Is the New ICP: Combine CRM, intent data, buyer behavior, and historical signals to build a more accurate, real-time picture of purchase readiness. Marketers Should Own Pipeline: With the right data and tools, marketing can—and should—run outbound motions and be comped like sellers. Horizontal Over Vertical Marketing: Organize teams around the buyer journey stages (cold, warm, hot) instead of just marketing channels. Quotes “Inbound versus outbound is a false dichotomy. Your outbound should drive inbound, and your inbound should fuel outbound. It's all one team now.” “You don’t stay in someone’s TAM forever. SOM is dynamic. A lead heats up, cools down, and reenters. We need systems that move with that fluidity.” Best Moments 03:00–05:00 – From Google Maps to SaaS: Maximus shares how he transitioned into sales and marketing. 06:30–09:00 – What’s broken in lead scoring—and how AI can fix it. 13:00–16:00 – Rethinking TAM, SAM, and SOM as dynamic, not static. 20:00–24:00 – The rise of the horizontally structured marketing org. 28:00–31:00 – Why marketers should carry a quota—and get paid like enterprise reps. Tech Recommendations Autobound – An AI-powered sales copywriting tool that personalizes based on deal-winning language. Default – An Inbound lead routing and scheduling engine. Resource Recommendations Podcast: 30 Minutes to President's Club . Report: The 2025 State of Marketing Report by HubSpot. Shout-outs Kieran Flanagan – SVP of Marketing at HubSpot. Dave Gerhardt – Founder of Exit Five, formerly Drift. Hunter Walk – Partner and Co-Founder at Homebrew. Finn Murphy – General Partner at Nebular VC. About the Guest Maximus Greenwald is the Co-founder and CEO of Warmly, an AI-powered outbound platform that transforms how companies think about lead generation, pipeline development, and the convergence of sales and marketing. Before founding Warmly, Maximus began his career in engineering and product development at Google Maps, and eventually made the leap from big tech to B2B SaaS entrepreneurship. Today, he helps hundreds of companies unify inbound and outbound strategies under one mission: driving warm leads through smarter, signal-based marketing. Connect with Maximus .…

OnBase: Smashing Sales and Marketing Misalignments

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Ep. 518 | Aligning Marketing & Sales Through Authentic Storytelling 35:09

14 days ago35:09

35:09

Episode Summary In 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 genuine, engaging, and human —while still delivering measurable results. If you’re looking to create a brand strategy that resonates and builds strong relationships, this conversation is a must-listen! Key Takeaways The Three P’s of Storytelling: A compelling marketing strategy is built on People, Passion, and Purpose —focusing on the human side of business and brand identity. Sales & Marketing Alignment: To effectively align marketing and sales, marketers must ensure that content and branding support real customer conversations. Authenticity Wins: Customers connect with brands that tell relatable, real stories rather than generic, polished corporate messaging. The Role of AI in Marketing: AI can assist with content generation, personalization, and campaign testing , making storytelling and brand engagement more scalable. The Power of Personal Brands: The rise of micro-influencers and relatable voices on platforms like TikTok has transformed the way companies approach brand marketing. Quotes "The best brands amplify success—not just their own, but the success of the people they serve." "If you want to align marketing and sales, you have to make marketing an extension of sales, not just a content factory." "People buy from people. Storytelling isn’t about selling—it’s about building relationships and trust." Best Moments 03:00–05:00 – Susan shares her unconventional journey into marketing and business development. 10:00–12:00 – How aligning marketing and sales starts with understanding their shared goals. 15:00–18:00 – Why brands should focus on relatable storytelling instead of polished, corporate messaging. 22:00–24:00 – The impact of AI on content personalization and storytelling. 30:00–32:00 – How emerging micro-influencers are redefining brand authenticity. Resource Recommendations Book: The Long Game – A deep dive into strategic thinking and planning for long-term success. Publication: Fast Company – A go-to resource for thought leadership and marketing innovation. About the Guest Susan Bloomfield serves as Chief Marketing Officer at Stream Realty Partners.After joining Stream Realty Partners in 2019, she has brought a blend of visionary storytelling and advanced marketing strategies to Stream's forefront. Prior to Stream, Susan served as the Vice President of U.S. Marketing & Research for Colliers International, where she played a crucial role as a member of the senior executive team. Her leadership was instrumental in expanding the firm's strategic marketing and research platform, elevating brand visibility, and fostering expansive business growth.Website: StreamRealty.com Connect with Susan .…

OnBase: Smashing Sales and Marketing Misalignments

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Ep. 517 | The ABM Optimization Playbook: Balancing Strategy & Execution 25:19

21 days ago25:19

25:19

Episode Summary In 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 programs. With practical frameworks and real-world examples, this discussion is essential for marketers looking to refine their ABM strategies and drive meaningful engagement with key accounts. About the Guest Caroline is an enterprise technology marketer specializing in account-based marketing (ABM) and demand generation. At Cloudflare, she drives demand through targeted campaigns for strategic accounts. Her past roles include building a $65M ABM program at Blue Yonder and developing ABM strategies for sellers at tech organizations such as Google and Apple at PipelineIQ. Caroline began her career at Kronos (now UKG).Monterrey. Connect with Caroline Key Takeaways - Balancing the ABM Pyramid: A strong ABM strategy requires the right mix of one-to-one, one-to-few, and one-to-many approaches. Over-rotating on either extreme can lead to inefficient resource allocation. - The Power of Discovery: A successful ABM program starts with deep discovery—marketers must listen to sellers, understand account needs, and customize approaches accordingly. - Tech-Enabled Personalization: While ABM technology can help scale efforts, marketers must also define key engagement signals manually to ensure flexibility and relevance. - Justifying ABM Investments: To secure buy-in for one-to-one ABM, marketers should use intent data, pipeline signals, and phased investment approaches to demonstrate ROI. - Content as an ABM Multiplier: AI-driven content repurposing can significantly enhance the impact of ABM efforts, making it easier to tailor messaging to different segments and accounts. Quotes "The best ABM programs are fluid—accounts should move between tiers based on their intent and engagement." Tech Recommendations - Demandbase – For account intelligence and ABM execution. - Sendoso – Direct mail platforms for personalized account engagement. - Pipeline IQ – For account profiling and intelligence. - Boardroom Insiders – Executive profiling tool for ABM personalization. - Folloze – Landing page and campaign personalization tool. Recommended Resource Books: Multipliers by Liz Wiseman – A must-read for leaders aiming to maximize team performance.…

OnBase: Smashing Sales and Marketing Misalignments

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Ep. 516 | The Rise of Agentic AI in B2B GTM 24:41

28 days ago24:41

24:41

Episode Summary In 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 teams. If you're a sales or marketing leader, this episode will give you actionable insights on how to integrate AI-powered GTM workflows while ensuring data accuracy, personalization, and efficiency. Key takeaways: AI Agents Are Reshaping GTM – AI-driven agents can help 10x productivity, making teams more efficient while removing friction from sales and marketing workflows. The Biggest AI Mistake – Companies focus too much on the technology itself rather than on solving real customer problems. AI should be outcome-driven. From Data Overload to Actionable Insights – AI-driven intent signals analyze vast amounts of GTM data, surfacing key insights and next best actions for sales and marketing teams. AI SDRs Are Failing Without Context – AI agents that lack proper customer data make embarrassing mistakes, like sending irrelevant emails to buyers who already know the product. Agent Base: AI with Context & Accuracy – Demandbase’s Agent Base ensures that AI-driven sales and marketing actions are informed by accurate, unified data, preventing misalignment between teams. AI Must Be Embedded in the Workflow – AI agents should enhance existing workflows rather than requiring users to switch between multiple tools, ensuring smooth execution. Future of AI in B2B – The next wave of AI will focus on deep research capabilities, personalized recommendations, and predictive actions, eliminating guesswork for GTM teams. Quotes: "The most powerful AI agents aren't just about automation – they’re about solving real customer problems and making revenue teams more effective." "Without the right data, AI agents are just noise. The difference between success and failure in AI-driven GTM is data accuracy and context." Best moments: 03:00–05:00: Chad shares his journey to Demandbase and his vision for AI-powered GTM strategies. 08:00–10:00: Why AI adoption is skyrocketing but the execution still lags behind in B2B companies. 12:00–15:00: Breaking down how Agent Base delivers real-time AI-driven insights without adding complexity. 18:00–22:00: The biggest failures of AI SDRs and how data-driven AI agents can solve these issues. 25:00–30:00: The future of AI in sales & marketing – from predictive modeling to agent-driven engagement. Tech recommendations: Perplexity AI – AI-powered deep research for customer insights & content generation. OpenAI / Gemini – AI tools for data processing & workflow automation. Book recommendations: The Inner Game of Tennis by W. Timothy Gallwey – A classic on performance psychology & learning through observation. Podcast recommendations: My First Million – A business podcast that breaks down growth strategies & success stories. Leaders to follow: Gabe Rogol , CEO at Demandbase Umberto Milletti , Chief R&D Officer at Demandbase Kelly Hopping , CMO at Demandbase Marc Benioff , Chair & CEO at Salesforce. Parker Harris , CTO at Salesforce Sign up for Agentbase Meet Chad at the Forrester B2B Summit (March 30) & EMEA Conference in London (April 30). Sign up for Demandbase’s AI Agent Design Partner Program – coming soon! Follow Chad Holdorf on LinkedIn for AI-driven B2B insights. About the guest: Chad Holdorf is VP of Product at Demandbase, leading product to transform how marketers drive pipeline and revenue. With 15+ years in product, including leadership roles at Pendo, Salesforce, and John Deere, he builds high-performing teams, drives bold product strategies, and delivers results. Connect with Chad Holdorf .…

OnBase: Smashing Sales and Marketing Misalignments

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Ep. 515 | Aligning ABX Strategies with Diverse Tech Environments 27:03

5 weeks ago27:03

27:03

Episode Summary In 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 actionable insights on overcoming common obstacles, measuring success, and adapting methodologies for different organizations. Judit also explores the role of AI in account-based strategies, how technology enhances personalization, and why holistic, data-driven approaches are critical for long-term success. About the Guest Judit is a B2B marketing leader with 15+ years at IT Software and Services companies, Judit has PR and Media experience prior to joining the Tech industry. She was the winner of the 2019 Forrester ROI Honours Award in Europe for sales & marketing alignment at TIBCO Software with the introduction of transformative, industry-led value based GTM strategies. She has a strong passion for building and leading global teams with a sweet spot for Demand Generation and Growth Marketing, leading the development and management of integrated marketing strategies and execution to deliver growth and revenue for the business. She has experience in campaign and content management, digital, field, partner, and account-based marketing as well as data and performance-led marketing operations, advocating cross-functional collaboration across Marketing, Sales, Product and Operations with special focus on finding ways to optimise and orchestrate business processes in support of strategic objectives. In her free time, she’s an avid yoga practitioner, as well as a volunteer baker at her local National Trust estate in England. Connect with Judit Szabo Key Takeaways - Holistic Thinking Drives ABX Success – Account-based management isn’t just a marketing function; sales and marketing must work together to grow and penetrate accounts. - Patience Is Essential – ABX is a long-term strategy, not a quick fix. Expect an 18+ month cycle for results, and celebrate small wins along the way. - Data is the Foundation – Strong account intelligence is key to avoiding misalignment and wasted efforts. The right tools and governance ensure that teams are acting on reliable data. - Aligning Sales & Marketing Requires Process, Not Just Intent – Establish shared KPIs, define roles, and create a feedback loop to ensure alignment throughout the account lifecycle. - One-to-One ABX is the Goal, But Requires Strong Foundations – Organizations should first build a solid demand generation engine before scaling to hyper-personalized, one-to-one outreach. - AI Can Help, But It’s Not a Silver Bullet – While AI can assist with personalization, content generation, and automation, it can’t replace the strategic thinking needed to execute ABX effectively. Quotes "The three most important skills for ABX success? A holistic approach, patience, and a data-driven mindset. Without these, execution will fall apart." Recommended Resource Books : ⁠ Coaching for Performance ⁠ by Sir John Whitmore – A leadership guide on empowering teams and driving success through coaching.…

OnBase: Smashing Sales and Marketing Misalignments

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Ep. 514 | How Digital Accessibility Drives Customer Loyalty and Growth 26:49

6 weeks ago26:49

26:49

Episode Summary In 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 development. Key Takeaways -Digital Accessibility is a Brand Imperative: One in four Americans has a disability, representing $20B in buying power. Accessible experiences foster loyalty and repeat business. -SEO and Accessibility Go Hand-in-Hand: Proper use of header tags, alt text, and navigation structures benefits both search rankings and user experience. -Prioritizing Accessibility in Design & Development: Integrating accessibility into design, development, and QA processes ensures it becomes a natural part of content creation rather than an afterthought. -Measuring ROI on Accessibility: Companies that invest in accessibility see improved website traffic, increased conversions, and long-term customer loyalty. Quotes "When companies design for accessibility, they’re not just meeting compliance requirements—they’re creating more inclusive and engaging experiences for all customers." Best Moments 03:00–05:00 – Chad’s unconventional journey from graphic design to marketing leadership. 10:00–13:00 – Why accessibility should be a strategic priority for senior leaders. 15:00–18:00 – The connection between SEO and accessibility: how structure improves discoverability. 22:00–25:00 – Overcoming accessibility challenges and integrating best practices into business processes. 30:00–33:00 – How brands can measure the ROI of their accessibility initiatives. Tech Recommendations Storyblok – Headless CMS that streamlines content personalization and accessibility. Amplience - An AI content platform. Mutiny – AI-driven personalization platform to optimize user experiences. Resource Recommendations Books: - Extreme Ownership by Jocko Willink - How to Win Friends and Influence People by Dale Carnegie Shout-outs -Scott Harris, VP of Performance Marketing at Box.com – Marketing expert with a deep understanding of growth strategies. -Nick Rico, Chief Commercial Officer at Lucid Software – Growth leader with a background in finance and marketing. -Manuel Rietzsch, VP, Revenue Marketing at AudioEye – Revenue marketing leader driving accessibility-focused initiatives. About the Guest Chad Sollis is a seasoned marketing and product leader with over two decades of experience in driving business growth and innovation across various industries. As the Chief Marketing Officer, Chad spearheads strategic initiatives in brand development, product marketing, growth, revenue operations, and customer engagement. As a data-driven executive, Chad has demonstrated a remarkable ability to scale businesses, having contributed to the growth of companies from $30 million to $3 billion in annual revenue and helping 4 companies execute successful IPOs. With a diverse background that includes leadership roles at market-leading companies such as Adobe, Pluralsight, Vivint, and Traeger, he has generated a wealth of expertise in marketing, digital products, and technology spanning both B2B and B2C sectors. Connect with Chad .…

OnBase: Smashing Sales and Marketing Misalignments

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Ep. 513 | The Real Sales KPIs That Drive Business Success 21:28

7 weeks ago21:28

21:28

Episode Summary In 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 you’re a revenue leader, a sales manager, or a marketer looking to bridge the gap with sales teams, this episode is packed with practical takeaways on driving efficiency and improving business impact. About the Guest Abhishek Damani leads sales enablement for Industrial markets business at Cummins Inc., where he’s responsible for driving sales functional excellence by implementing tools and creating resources, training, and KPIs to improve sales teams’ productivity. Cummins Inc. is a global power solutions leader helping its customers successfully navigate the energy transition with its broad portfolio of products. The products range from advanced diesel, natural gas, electric, and hybrid powertrains and powertrain-related components. Headquartered in Columbus, Indiana (U.S.), since its founding in 1919, Cummins employs approximately 75,500 people committed to powering a more prosperous world. Connect with Abhishek Damani Key Takeaways - Aligning Sales KPIs with Business Goals is Crucial: Measuring only revenue growth can create misalignment with broader company objectives like profitability or market expansion. Sales teams must tailor their KPIs to reflect business priorities. - Traditional Sales Metrics Have Blind Spots: While win rate and sales velocity are important, they fail to capture long-term trends like customer sustainability goals, industry shifts, and regional sales discrepancies. - Four Steps to Defining Impactful KPIs: Understand strategic and operational business goals. Identify KPIs that track progress toward those goals. Determine how sales contributes to those metrics and what data is required. Measure progress and drive accountability. - AI is Enhancing Sales Processes: From summarizing meeting notes to tracking customer engagement and automating administrative tasks like expense reporting, AI is freeing up valuable time for sales teams. - Bridging Sales and Marketing with Data: Cummins uses a structured business planning process to ensure sales forecasts align with market trends, breaking silos between sales, marketing, and engineering teams. Quotes "If KPIs don’t align with company goals, everyone gets frustrated. Sales meets their numbers, but leadership still isn't happy." Tech Recommendations - reMarkable Paper Tablet – A digital notebook for handwritten notes and organization. - AI-Powered Meeting Note Summarizers – Automating administrative tasks like note-taking and action item tracking. Recommended Resource Books: - How Not to Be Wrong: The Power of Mathematical Thinking by Jordan Ellenberg. - The First 90 Days by Michael Watkins. Podcast: - Everyday AI Podcast by Jordan Wilson. ⁠Connect with Abhishek Damani⁠ ⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠ Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠ |⁠⁠⁠⁠⁠⁠⁠⁠ Website…

OnBase: Smashing Sales and Marketing Misalignments

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Ep. 512 | Rewiring the GTM Strategy With a Systems-Based Approach 37:13

9 weeks ago37:13

37:13

Episode Summary In 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 that hold sales teams back. With practical insights and actionable strategies, this conversation is a must-listen for revenue leaders looking to optimize their go-to-market strategies and drive consistent results. About the Guest Kelly Flowers serves as the AVP, of Global Sales Development at SentinelOne and previously held positions including Head of Sales and Business Development at 1Password, Director of AMER Sales Development at Databricks, and Senior Manager of Customer Success, Enterprise Renewals at New Relic, Inc. Additionally, Kelly has experience as a Manager of Sales Development and as an SDR Manager at Wizeline, as well as serving as the San Francisco Community Chair for Women in Sales Everywhere (WISE). Kelly holds a degree in Global Studies & Spanish, International Relations from Sonoma State University and has also studied Spanish Language at Tecnológico de Monterrey. Connect with Kelly Key Takeaways - Systems Thinking vs. Goal Setting: Goals help you achieve one-time success, but systems-based strategies ensure sustainable, repeatable success. - Pipeline Predictability Comes from Process: Breaking down the sales cycle into measurable inputs and outputs helps reps consistently hit quota. - Behavior Matters as Much as Performance: Being a "quota crusher" isn’t enough—collaboration, integrity, and consistency are key to long-term success. - AI as a Sales Multiplier, Not a Replacement: Sales professionals must leverage AI tools for research, prioritization, and process automation—but human connection remains essential. Quotes "Revenue intelligence makes arguments about 'who said what' obsolete by providing unfiltered, real-time data everyone can trust." Recommended Resources Books: - Setting the Table by Danny Meyer Newsletter: - Endurance by Katie Ceccarini Podcast: - Grit with Joubin Mirzadegan Connect with Kelly⁠ ⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠ Website…

OnBase: Smashing Sales and Marketing Misalignments

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Ep. 511 | Elevating Account-Based GTM with Revenue Intelligence 43:33

10 weeks ago43:33

43:33

Episode Summary In 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 takeaways for revenue leaders aiming to drive growth and foster collaboration. About the Guest Udi Ledergor is a five-time Marketing leader at B2B start-ups and is currently the Chief Evangelist at Gong. On his journey from Marketer #1 to Gong’s Chief Marketing Officer, he led the creation of the revenue intelligence category, pioneered an iconic, human-centric brand, and led Gong's Marketing efforts from zero to hundreds of millions in revenue. Passionate about startups and brands during the day, whisky, music, and social activism at night, Udi is also an author, speaker, mentor, angel investor, board member, and advisor based in San Francisco. Connect with Udi Key Takeaways - CRM is Becoming Obsolete: Traditional CRM systems fail due to partial, delayed, and biased data. AI-driven tools like Gong are set to replace outdated CRM workflows by automating updates and delivering accurate, real-time insights. - The Power of Mirroring in Sales: Reps who mirror a buyer’s language, including subtle use of swearing, can build rapport and improve win rates by up to 8%. - Sales Success Lies in Listening: Reps who speak less than 46% of the time on calls outperform those who dominate conversations, highlighting the importance of listening to buyer needs. - Revenue Intelligence Fuels Team Alignment: By providing a single source of truth, Gong removes guesswork, aligning sales, marketing, and rev ops on shared data and actionable insights. - AI Enhances Buyer Engagement: From instant call summaries to personalized follow-ups, AI simplifies workflows and improves the buying experience, making it more efficient and human-centered. Quotes “Revenue intelligence makes arguments about ‘who said what’ obsolete by providing unfiltered, real-time data everyone can trust.” Recommended Resource Books: - Think Again by Adam Grant - Red Notice by Bill Browder - Freezing Order by Bill Browder ⁠Connect with Udi⁠ ⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠ Website…

OnBase: Smashing Sales and Marketing Misalignments

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Ep. 510 | How Strategic Content Fuels B2B Growth 18:36

10 weeks ago18:36

18:36

Epiosde Summary 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 Chief Research and Content Officer at Redpoint Content, an agency specializing in original research and thought leadership content for B2B tech brands. With over a decade of experience working with companies ranging from startups to Fortune 500s—including Adobe, IBM, and Zapier—Becky has helped clients achieve 2-3x more leads, extensive media coverage, and a measurable boost in engagement. Her passion for data-driven storytelling and original research stems from her ability to excel across content marketing metrics like SEO, brand awareness, and thought leadership. Over the years, she’s surveyed hundreds of B2B audiences and partnered with global marketing teams to deliver research-based content that drives demand and builds credibility. Connect with Becky Key Takeaways - Content That Converts: Original research content drives 3-5x higher engagement than generic educational pieces. - Strategic Gating: Gate content strategically to balance lead capture and accessibility, ensuring a value exchange for gated materials. - Effective Distribution Channels: Focus on one-to-one channels like email and LinkedIn, supported by cornerstone content like webinars, reports, and podcasts. - Data-Driven Decisions: Combine customer insights with marketing data to align content with customer needs and behavior. - The Role of AI: AI tools can enhance brainstorming, outlining, data analysis, and summarizing, but human expertise ensures the quality and relevance of the output. Quotes On Gated Content“The key is to gate content that justifies the investment and offers buyers real value in exchange for their data.” Tech Recommendations - AI tools like ChatGPT and Copilot - Gong for recording calls and deeper insights Recommended Resource Podcasts: - Content Briefly - B2B Marketing with Dave Gerhardt Books: - Obviously Awesome Connect with Becky⁠ ⁠⁠ ⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠ Website…

OnBase: Smashing Sales and Marketing Misalignments

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Ep. 509 | Budget Battles: Aligning Sales, Marketing, and Finance for Growth 35:53

11 weeks ago35:53

35:53

Episode Summary In 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 using innovative AI tools to streamline marketing processes. About the guest Max is an experienced marketing executive with his sights set on ROI and maximizing engagement. His revenue-minded approach to Demand Generation is built on a foundation of Marketing Analytics and Operations. Efficient growth marketing and revenue optimization are the pillars of Max’s ongoing success. He’s a no-fluff marketer with a passion for maniacal execution of GTM strategy, data-driven analysis and sales alignment. Max builds world-class teams and employs modern AI-powered MarTech designed to inspect what’s expected and scale sales and marketing processes to drive growth. Connect with Max Key takeaways - Sales, Marketing, and Finance Alignment: Achieving cross-functional harmony requires clear priorities, shared goals, and consistent communication throughout the fiscal year. - Tailored Budget Allocation: Investments should align with specific go-to-market priorities, such as new logo acquisition, customer retention, or cross-sell opportunities. - The Role of Soft Skills: Presentation skills and structured communication are critical for marketing leaders to gain stakeholder buy-in and showcase the impact of their strategies. - Innovative AI Applications: Tools like Google’s Notebook LM reshape internal training by transforming written assets into engaging audio formats. - Metrics-Driven Decision-Making: Choosing the right KPIs and frameworks to measure marketing’s impact on revenue is vital for demonstrating ROI and refining strategies. Quotes On Alignment: “Sales, marketing, and finance need to align on go-to-market priorities for budgets to reflect the organization’s true objectives.” On Presentation: “Great presentation skills can make or break your ability to secure buy-in during critical budget discussions.”…

OnBase: Smashing Sales and Marketing Misalignments

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Ep. 508 | The CEO’s Guide to Transforming Thought Leadership into Sales Success 24:57

15 weeks ago24:57

24:57

Episode Summary In 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 for smarter engagement, and orchestrating complex sales processes. Kris highlights how combining creative campaigns, social media, and direct mail can generate significant pipeline growth and enhance brand awareness. About the guest Kris Rudeegraap is the co-founder and CEO of Sendoso, the leading Sending Platform. Kris has more than a decade of sales experience and has spent time at Talkdesk, Yapstone, and Piqora. During that time, he discovered that creating meaningful engagements through direct mail and gifting was an effective way to drive demand and increase sales—which helped inspire the idea for Sendoso. Kris is a California native and CSU-Chico alum currently residing in the Bay Area. Connect with Kris Key takeaways - Thought Leadership as a Growth Driver : Kris emphasizes the role of thought leadership in educating the market, inspiring internal teams, and generating quality leads. - The Power of Direct Mail : Innovative direct mail campaigns, integrated with social and digital channels, can cut through saturated email inboxes and create memorable customer interactions. - Leveraging AI for Sales Enablement : Kris outlines how tools like Clay, Hyperbound, and Grace are revolutionizing outreach, training, and account management. - Category Creation : Educating the market is critical in emerging categories. Thought leadership and community building can amplify this effort. - Social Media for Pipeline Growth : Consistently sharing content and creating employee-driven advocacy on platforms like LinkedIn can be a lead generation powerhouse. Quotes On Thought Leadership: "Thought leadership inspires your team internally and builds trust externally, driving both brand value and pipeline growth." On Personalization: "Customers don’t want just another email—they want relevance, authenticity, and creativity at every touchpoint." Books: - Revenge of the Tipping Point by Malcolm Gladwell Newsletters: - Hypergrowth Leadership - Andy’s newsletter…

OnBase: Smashing Sales and Marketing Misalignments

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Ep. 507 | Buying Groups: The Next Seismic Shift in ABM 34:43

16 weeks ago34:43

34:43

Episode Summary In 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 personalized engagement across accounts. Jeremy delves into the importance of leveraging data science, marketing automation, and RevOps collaboration to identify and activate high-value opportunities, while sharing practical examples from his experience at Palo Alto Networks. This engaging conversation offers actionable strategies for aligning sales and marketing teams to drive opportunity creation and improve pipeline outcomes. About the guest Jeremy Schwartz is the Sr. Manager of Global Lead Management & Strategy at Palo Alto Networks. He is a seasoned Global RevOps Marketing Leader with over 25 years of experience driving growth and innovation for B2B organizations. Renowned for pioneering strategic buying group models, Jeremy specializes in optimizing demand generation and lead management to deliver measurable results. His expertise lies in architecting large-scale, integrated campaigns that enhance visibility, engagement, and revenue. Committed to fostering collaboration, Jeremy aligns marketing and sales to achieve operational harmony and shared objectives. By leveraging data-driven insights, he transforms complex challenges into strategic growth opportunities, creating long-term business impact and scalable success. Connect with Jeremy Key takeaways - Traditional MQL models lead to inefficiencies like low conversion rates, wasted resources, and engagement with low-priority contacts. Jeremy explains how these models fail to identify real opportunities within accounts. - Jeremy describes buying groups as the next evolution in ABM, focusing on identifying multiple stakeholders within an account and targeting them collectively to improve opportunity creation. - First-, second- and third-party intent signals are critical to identifying active buying groups within accounts. Understanding these signals allows for better allocation of resources and more targeted marketing and sales efforts. - Jeremy outlines how buying groups allow both marketing and sales to work together by using personalized tactics for different stakeholders, creating a seamless activation process. - By analyzing historical data, companies can identify key personas involved in successful deals and tailor their outreach to align with the needs of similar stakeholders in the future. - Jeremy highlights the importance of tools like Demandbase, LeanData, Marketo, and custom-built applications for implementing and scaling buying group strategies effectively. - Jeremy predicts that buying group adoption will accelerate, and technology will evolve to better support this motion, offering enhanced tools for targeting and collaboration. - The successful adoption of buying groups requires an iterative approach that starts with manual processes, develops clear workflows, and eventually integrates technology to scale. Quotes On Identifying Buying Groups: “Being able to see who's in a buying group and understanding their personas is the first step to transforming your account-based strategy.” On Optimizing Resources Based on Signals: “Don’t spend money where you see low or no engagement. When you see a high signal account, throw everything, including the kitchen sink, at it.” Communities: - Buying group members (LinkedIn community) : A community dedicated to discussions and insights on buying group models in B2B marketing. He recommends this group for professionals seeking to deepen their understanding of buying groups and to engage with industry experts.…

OnBase: Smashing Sales and Marketing Misalignments

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Ep. 506 | Crafting a Winning GTM Strategy from the Ground Up 33:24

16 weeks ago33:24

33:24

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 cookies and highlights tools like Salesforce, Looker, and SparkToro as essential for staying competitive. She also underscores the value of curiosity, leadership, and strategic planning in navigating future challenges, offering practical advice for scalable success in B2B marketing. About the guest Justine Davis is Head of Marketing at API platform Postman. She previously served as the Head of Marketing for Atlassian’s Agile and DevOps suite of products. With over 9 years of experience working with DevOps teams and tools, Justine is passionate about solving the needs of customers. Outside of work Justine is a mom, avid reader, and loves to close the move goal rings in sunny Scottsdale, AZ on her Apple Watch. Connect with Justine Davis Key takeaways - Conduct a listening tour to understand team dynamics, customer needs, and current successes to shape a data-driven strategy. - Align with sales, product, and data teams by addressing their priorities and showing how the strategy supports shared goals. - Transition to server-side tracking for accurate attribution and compliance with evolving privacy regulations like GDPR. - Hire experienced professionals for new functions to quickly establish processes and build team capability. - Focus on professional domain sign-ups for PLG and pipeline velocity for enterprise strategies to track success. - Foster curiosity and cross-functional collaboration to drive innovation and align teams with shared objectives. Quotes "Trust is built by aligning our goals with those of sales, product, and data teams, fostering a collaborative environment where strategies support shared objectives." Recommended Resource Podcast: - All-In Podcast : A resource for staying updated on general tech trends.macroeconomic trends, industry developments, and insights into the future of AI. - Lenny’s Podcast : A go-to for practical and actionable advice on product management, growth, and startups. - Remarkable Marketing Podcast : Focused on effective marketing strategies and trends. - Prof G Podcast : A great choice for insights into tech, marketing, and business strategies Connect with Justine Davis ⁠⁠ ⁠ ⁠⁠ | ⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠Website…

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Ep. 501 | How AI-Based Detection is Revolutionizing Security