Episode Summary In this episode of OnBase, Kyle Lacy discusses strategies for achieving cross-functional alignment between sales, marketing, and other teams. He identifies the main B2B marketing challenge as aligning these groups around common metrics and goals, emphasizing the need for documented processes and a shared revenue model. Kyle stresses…

Episode Summary In this episode of OnBase, host Chris Moody interviews Aristomenis Capogeannis on the critical role of aligning sales and marketing for successful data and AI transformations. Ari explains that misalignment can increase costs and damage competitive advantage. He emphasizes the importance of a unified "single source of truth" to enha…

Episode Summary In this episode, Jayashree Rajan shares her unique journey from electrical engineering to becoming a seasoned marketing leader, emphasizing the importance of aligning marketing and sales strategies through trust, empathy, and shared goals. She discusses best practices for balancing inbound and outbound approaches, determining the ri…

Episode Summary In this episode, Julie Liu, the Senior Vice President of Strategic Initiatives and Marketing at AvePoint, shares her unique journey into the world of B2B marketing. Despite not having a traditional marketing background, Julie has built a successful career by embracing a "T-shaped" approach - being a strong generalist with deep exper…

Episode Summary In this episode, Avishai Sharon, Co-founder and CEO of Trend Demon, discusses the evolving landscape of B2B marketing and the rise of account-based strategies as a solution to the challenges posed by traditional demand generation tactics. He shares data-driven insights on the changing buyer journey, highlighting decreases in buying …

Episode Summary In this episode, Christopher Mael discusses how he has made alignment meetings the most enjoyable part of the month. Christopher explains how he created a unified, goal-oriented environment by bringing diverse perspectives together and facilitating honest conversations to address gaps and align perceptions. He emphasizes the importa…

Episode Summary In this episode Bill Kenney shares his journey from an art school student to a business owner, and how he co-founded Focus Lab with a business partner. The discussion covers common reasons why companies need to rebrand, such as company maturity, M&A activity, and addressing trademark issues. Bill offers tips for successful branding …

Episode Summary In this episode, Peter discusses the problems with the traditional "marketing qualified lead" (MQL) metric, arguing that it doesn't accurately reflect the relationship between marketing and sales, and suggests focusing on "marketing qualified accounts" (MQAs) instead. Bregman emphasizes the importance of aligning marketing, sales, s…

Episode Summary In this episode, Mana guides on implementing ethical and unbiased practices when using AI in marketing. She emphasizes the importance of ensuring data diversity, regular model audits, and transparency around how AI makes decisions to avoid bias. Mana suggests marketers ask fundamental questions about AI models, such as how they avoi…

Episode Summary In this episode of OnBase, Victoria Sakal explores effective go-to-market strategies and the delicate balance between data-driven insights and intuition in marketing. She discusses common challenges companies face, such as organizational disconnects and the struggle to be proactive in rapidly changing markets. Victoria emphasizes th…

Episode Summary This episode features Sylvain Awad discussing strategies to optimize demand generation for sales success. Sylvain emphasizes simplifying messaging, aligning marketing and sales goals, and prioritizing lead quality over quantity. He advises repurposing content across verticals for common pain points, validating leads before passing t…

Episode Summary In this episode, Joshua Hoffman discusses strategies to align sales and marketing teams for better business outcomes. He emphasizes focusing on partnership and shared metrics, using data throughout the sales process, involving marketing in forecasting and pipeline discussions, and creating a culture of cross-team collaboration. Hoff…

Episode Summary Rebekah Gardner and Jason Keever discuss how the tax industry has evolved significantly in recent years to keep up with digitalization and changing client needs. They explore how Ryan is leveraging technologies like artificial intelligence to improve efficiency and deliver exceptional client value. The speakers highlight the importa…

Episode Summary Vinod shares insights from growing revenue by 40x in 7 years. Some key strategies include understanding customers thoroughly, offering a diversified portfolio of solutions, and networking extensively. Vinod also emphasizes the importance of building effective relationships with decision-makers through mutual respect, problem-solving…

Episode SummaryThis episode provides insights into effective global marketing strategies and cultural considerations for international expansion. Manuela Furtado shares best practices for localizing content and campaigns to resonate with target audiences in different countries and cultures. She emphasizes the importance of understanding local marke…

Episode Summary This episode discusses account-based marketing strategies with guest Amanda Dyson. She shares insights on personalizing ABM approaches based on customer understanding rather than focusing on features. Amanda emphasizes the importance of collaboration between sales and marketing in areas like account nomination and campaign planning.…

Episode SummaryThis episode discusses how buyer behavior is changing, especially in manufacturing, and the challenges companies face in aligning their sales and marketing strategies as a result. The guest, Kathy Macchi, shares her insights from over 25 years in the industry on how buyers are younger and want more control over the process. She highl…

Episode SummaryIn this episode, host Chris Moody talks with John Common of Intelligent Demand about the ongoing challenge of aligning sales and marketing teams. They discuss why misalignment often stems from a lack of clear strategy and leadership guiding the organization. John emphasizes that B2B growth requires cross-functional collaboration but …

Episode SummaryRandy Welch talks about mission-driven sales in the education sector. He discusses his background in school psychology and administration, and how it led him to a career in education technology focused on school safety solutions. He emphasizes the importance of truly understanding customer needs through active listening. Randy also p…

Episode SummaryThis podcast episode discusses how Jodie Woodworth implemented an agile marketing framework to improve efficiency and productivity at her company. She shares how she overcame resistance from her team by empowering them and introducing agile principles gradually. Originally the team struggled with slow project completion due to perfec…

Episode SummaryKara Alcamo and Rachel Cursai discuss how the deprecation of third-party cookies in 2024 will impact B2B marketing. They cite privacy concerns and regulations driving this change. Leveraging first-party data through tools like identity resolution and focusing on personalized experiences are recommended strategies. The episode provide…

About the guest Matthew is a strategic marketer specializing in technology marketing for B2B and B2C blue-chip corporates. He has been involved in shaping and implementing brand strategies and communications for most of his career. He has driven brand marketing for FTSE 100 and NYSE-listed businesses in the UK, USA, and several countries. Connect w…

Episode SummaryThis episode discusses the evolving role of marketing and how it is adapting to changes in buyer behavior and new technologies like AI. Jens Olivarius shares insights from his extensive career in marketing leadership roles. Key topics include the importance of understanding buyer intent, being relevant and creative in communications …

Episode Summary In this episode, Ruth Zive, CMO of LivePerson, discusses how to successfully navigate the AI landscape with business leaders. She shares LivePerson's conversational flywheel framework for understanding customer needs and implementing AI in a practical way. Ruth also emphasizes the importance of aligning sales and marketing teams thr…

Episode SummaryThis episode discusses how Devo implemented account-based marketing (ABM) and aligned its marketing and sales teams. Greg Aquavella from Devo shares how they overcame challenges through Demandbase training sessions with sellers and weekly one-on-ones. He emphasizes the importance of aligning sales and marketing efforts through collab…

Sunny Side Up Podcast is now OnBase, where hosts Chris Moody and Paul Gibson tackle B2B challenges weekly with top experts. For most companies, the gap between sales and marketing isn’t just a crack—it’s a chasm. And ignoring this rift? It’s not just risky; it's practically business sabotage. So that got us thinking, just why are so many sales and …

Episode Summary This episode of the Sunny Side Up podcast discusses overcoming challenges faced by women in their careers, with a focus on imposter syndrome, advocating for career advancement, and maintaining work-life balance. Hardeep Kaur shares her experiences and advice on these topics, emphasizing the importance of authenticity, mentorship, an…

Episode SummaryThis episode of Sunny Side Up features an interview with Jill Canada, VP of Commercial at Mendaera, about her experience creating new markets and implementing disruptive technology. Jill discusses the challenges of market creation, especially in healthcare, and emphasizes the importance of change management. She also shares insights …

Episode Summary This episode discusses Google's new email policies that will classify companies as bulk senders if they send over 5,000 emails per day. Guests Liam Moroney and Graceanne MacDonald provide best practices for staying under the threshold, including database audits, custom tracking domains, and adding unsubscribe links to all emails. Ab…

Episode Summary Brian Finnerty of Udacity discusses effective strategies for aligning content to different stages of the buyer's journey. He stresses the importance of investing in lower funnel proof points like customer success stories and third-party reports. Finnerty also provides tips for validating content assumptions directly with customers. …

Episode Summary Emily Butler discusses balancing brand and demand generation, sharing insights from her transition from agency to corporate life. Emily also provides tips on understanding customers and measuring success. The discussion covers marketing strategies in the complex aerospace industry and building brand awareness internally. About the g…

Episode Summary Shelley Morrison shares her insights on mastering marketing through experimentation, creativity, and building an innovative culture. She discusses how her background in advertising and marketing has prepared her to thrive in an ever-changing industry. She emphasizes the importance of embracing risk, testing new ideas, and fostering …

Episode Summary This episode of Sunny Side Up discusses scaling marketing at a fast growing tech company with Sally Winter, Marketing Director at Benefex. Sally shares insights on implementing AI strategies to stay competitive and challenges in the B2B landscape. She details how her company effectively measured ABM campaigns through a repeatable mo…

Episode SummaryThis episode of Sunny Side Up Media discusses fostering professional communities and networking in tech. The speakers share their career journeys in roles like operations, enablement, and sales. They emphasize building relationships through open communication and understanding. Advice includes finding mentors, embracing new opportuni…

Episode SummaryThis podcast episode of Sunny Side Up discusses the impact of Google's removal of third-party cookies on digital advertising and marketing strategies. Tom Keefe, a marketing ops expert, provides an overview of third-party cookies and Google's plans for a "privacy sandbox." The discussion focuses on how this change will affect account…

Episode Summary This episode of the Sunny Side Up podcast features Carol Holly discussing building a brand through customer relationships. As CMO of Exclaimer, Carol shares her background and interest in marketing. She emphasizes prioritizing customer experiences and aligning business processes to meet customer needs. Carol also highlights the chal…

Episode Summary This episode of Sunny Side Up features a discussion about women's careers in tech with Debbie Saskin and Van Hsieh from Demandbase. The speakers share their non-traditional paths into tech from fields like education and biochemistry. They discuss challenges like adapting to new skills and industries, as well as strategies for career…

Episode SummaryIn this episode, Uzair Dada of Iron Horse shares how professional services firms can leverage account-based growth strategies to expand beyond their traditional one-to-one sales approach. Uzair outlines opportunities in scaling thought leadership and personalizing content for target personas. The discussion also emphasizes using AI t…

Episode SummaryThis episode of Sunny Side Up discusses revenue alignment at UserGems. Christian Kletzl, CEO of UserGems, and Trinity Nguyen, VP of Marketing, discuss how they align their sales and marketing teams to work towards shared goals and metrics. They highlight challenges like differing objectives but emphasize removing ego and prioritizing…

Episode SummaryThis episode of Sunny Side Up discusses finding balance in work and life for women in tech. The speakers share their career journeys and experiences maintaining boundaries while prioritizing demanding work. They discuss challenges like burnout and pressures to overwork without children or partnerships. The speakers appreciate Demandb…

Episode SummaryThis episode of the Sunny Side Up podcast discusses strategies for unlocking B2B marketing growth through Account Based Experiences (ABX) with Jodi Lebow of Hexagon. Jodi shares her experience in B2B technology marketing and insights into how ABM strategies have evolved with the help of data and technology. She emphasizes the importa…

Episode Summary Don McGuire, the CMO of Qualcomm, discusses marketing strategies and AI-powered growth. Some key topics covered included McGuire's career advice on staying true to oneself and being open to opportunities. He also discussed how Qualcomm has evolved its marketing structure and is adopting AI tools like Writer and Firefly to accelerate…

Episode Summary This episode of the Sunny Side Up Specials discusses overcoming impostor syndrome and cultivating inclusion for women in the tech industry. The speakers shared their diverse career journeys and experiences navigating the challenges of being women in tech. They discussed ways to challenge stereotypes through representation and open c…

Episode Summary This episode of Sunny Side Up discusses the impending deprecation of third-party cookies and its impact on digital advertising. Gareth Noonan of Demandbase explains how the industry is transitioning from individual-level targeting to cohort-based advertising using signals like topics of interest. He reassures listeners that partners…

Episode Summary This episode of the Sunny Side Up podcast discusses pricing and packaging strategies for business growth with guest David Vogelpohl. Key topics covered include prioritizing pricing as an iterative strategy, identifying moves for growth while navigating complexity, marketing misconceptions around pricing, optimizing free trials, ensu…

Episode Summary Barry Klein of Talroo discusses leading through change and building alignment in hybrid work. He shares insights on balancing trust and accountability for remote teams through communication and addressing performance issues supportively. Klein stresses maintaining cultural alignment through in-person meetings for companies adjusting…

Episode Summary Kerrie Jordan shares her perspective on how ERP systems are evolving from transactional systems to platforms that leverage data, analytics, and AI to drive better decision-making and insights. She discusses common challenges customers face with ERP implementation and offers best practices around change management, customization, and…

Episode Summary This episode features Taylor Sterling, CMO at MedBridge, discussing marketing in healthcare. Taylor shares insights on changes in the industry, like consumerization of care and the telehealth boom. MedBridge is adapting by improving the customer experience and launching new products while educating clinicians. Taylor discusses chall…

Episode Summary This podcast episode features an interview with ABM expert Matthew Miller. Miller discusses his career progression in marketing and shares lessons learned. He stresses the importance of cultivating relationships when running sales enablement pilots to overcome resistance to new approaches. Miller emphasizes that successful ABM requi…

Episode Summary This Sunny Side Up podcast episode features an interview with Erin Pryor, the Chief Marketing Officer of First Horizon Bank. She discusses how AI is transforming marketing strategies in the banking industry, focusing on personalisation, content creation, and fraud protection. Pryor explains how AI can enhance customer experiences wh…