OnBase: Smashing Sales and Marketing Misalignments

Episode SummaryAlexander DeMoulin joins the OnBase Podcast to share his candid and inspiring journey from a failed salesperson to a respected RevOps leader. In this episode, he offers a behind-the-scenes look at how trust is built between sales and marketing teams—and why “bad data” is often the first and biggest barrier to collaboration.From his apartment (formerly his basement), Alexander details how he used scrappy problem-solving and tools like Clay and Clearbit to rebuild trust with sales by cleaning up data, operationalizing lists, and turning feedback into action. His story is not just about tools and processes, but about earning buy-in and enabling cross-functional teams to take confident action.Key TakeawaysFailure Fuels ClarityAlexander’s early struggles in sales revealed his strengths in operations, eventually guiding him into GTM Ops.Trust Is EverythingYears of failed outbound efforts eroded sales trust. Only deep collaboration and transparency could repair it."Bad Data" Isn’t Just a Problem—It’s the ProblemNo enrichment tool fixes poor internal hygiene. Alexander tackled duplicates, rogue opportunities, and data mismatches at scale.Operational Alignment Enables Strategic FeedbackOnce trust was restored, sales, marketing, and ops could collaboratively address messaging, strategy, and execution with accountability in all directions.Quotes“There’s never perfect data in Salesforce. What matters is if your team can trust it enough to act.”Best Moments (01:11) From Fired Salesperson to Ops Leader Alexander recounts the painful but transformative early career journey that shaped his specialization in ops.(06:11) Where Outbound Lists Fail The unsexy truth behind bad data, duplicate accounts, and trust breakdowns between marketing and sales.(11:44) The Turning Point A Slack message on a weekend sparks a rethinking of the entire outbound engine—led by Alexander.(14:06) Peanut Butter and Clay How Alexander turned wild sales criteria (“they need peanut butter on their site”) into scalable enrichment using Clay.(21:03) The 6-Column Salesforce Truth Test His most impactful solution: a system that ensured every account passed a rigorous check before reaching sales.(26:19) From Bad Data to Collaborative Gold With trust rebuilt, feedback loops expanded across ops, sales, and marketing, unlocking real collaboration.Tech RecommendationsClay – A web scraping and enrichment platform that empowered solo operators to iterate quickly, prototype creatively, and scale list building.Clearbit – The foundational enrichment layer that Alexander used for domain normalization and duplicate detection in Salesforce.Resource RecommendationsNewsletter:Growth Unhinged by Kyle Poyar – Offers practical go-to-market and pricing insights, especially relevant in the AI era.About the GuestAlexander DeMoulin is the Director of Go-To-Market Operations at Intercom. With a career that started in university fundraising and took a winding journey through failed sales roles and marketing operations, Alexander brings a grounded, hands-on perspective to operational strategy. He’s led transformative work in sales and marketing alignment and is especially known for operationalizing outbound programs through innovative use of enrichment tools like Clay and Clearbit.Connect with Alexander.

Episode SummaryChris Savage joins the OnBase Podcast to share actionable insights on leveraging AI for brand building while staying true to authenticity. From his early days as a filmmaker to leading Wistia, Chris provides an engaging look into the evolution of brand strategies, the importance of creativity, and how leaders can guide their teams through this AI-driven transformation.This episode explores everything from the risks of AI overhype to the timeless need for human connections in marketing. Whether you're a marketer, a leader, or AI-curious, this conversation will leave you equipped to build a stronger brand.Key TakeawaysCreativity Is a Numbers GameShipping quickly and iterating often fosters original connections, driving stronger, standout brand strategies.Why Brand Matters More NowAI is increasing competition by lowering entry barriers; strong, authentic brands will be key differentiators in the long term.Authenticity Will Always WinConsumers value honest, transparent engagement. AI tools are helpful, but real human interaction will always carry unmatched trust.Leadership in the AI EraLeaders should immerse themselves in front-line experiences to better understand and guide AI's integration into their brand strategy.AI Enhancing Brand StrategyAI doesn’t replace humans; it amplifies their ability to ideate, streamline processes, and drive focus on high-value tasks.Quotes“Authenticity will never go out of style. Consumers crave real interactions over AI-polished facades.”Best Moments [00:48] The Story Behind WistiaChris shares the origin of Wistia and how YouTube inspired his vision to create a better platform for businesses.[06:04] Why Brand Is KingChris explains how a strong brand is non-negotiable to survive in a competitive, AI-driven world where differentiation is key.[08:53] Secrets of Team CreativityStructured risks, frequent attempts, and clear constraints help teams become more creative.[19:43] The Power of AI-Driven PrototypingLeaders, like Chris, are now using AI to create product prototypes, drastically shortening decision-making timelines.[26:19] Guidance for AI IntegrationChris dives into the dangers of over-promising AI capabilities and offers strategies for incorporating innovation while managing customer expectations.Tech RecommendationsSuperhuman Email – Described as “luxury email,” Superhuman excels with AI-supported workflows like auto-replies and enhanced filtering, helping users streamline interactions.Wistia – Wistia’s video platform empowers authentic video production and management, a critical tool for building resilient brands.Resource RecommendationsBooks:Masters of Doom by David Kushner - How Two Guys Created an Empire and Transformed Pop CulturePodcast:Acquired: A deep-dive podcast analyzing the histories of companies like Microsoft and Starbucks.Stratechery: Ben Thompson’s insight-driven take on big tech trends and their implications.Shout-OutsRand Fishkin - Co-founder of SparkToro & Snackbar Studio. Author of Lost & Founder.Chris Nolan - CEO, Chief Creative Officer, 90,000 FEET.About the GuestChris Savage is the CEO and co-founder of Wistia, a platform dedicated to helping businesses leverage video for effective brand building. With a background in film and over a decade at the forefront of B2B technology and marketing, Chris is a visionary leader reimagining how brands can amplify their impact in a rapidly evolving world.Website: www.wistia.comConnect with Chris.

Episode SummaryIn this episode of OnBase, host Chris Moody sits down with Mark Boothe to explore how AI agents are reshaping the future of marketing. Mark brings candid insights from his tenure at Domo, diving into the transformative potential of agentic workflows, the necessity of AI readiness, and how marketers can navigate both disruption and opportunity.Mark shares practical advice on leveraging agents as "tireless teammates" for joyless, repetitive tasks, enhancing competitive intelligence, scaling content creation, and making smarter, faster decisions across go-to-market functions. He also reflects on challenges CMOs face today—from attribution complexity to shifting SEO dynamics—and explains why waiting to adopt AI is the riskiest move of all.This conversation is a must-listen for B2B marketers, CMOs, and business leaders looking to scale with purpose and intelligence in the age of autonomous agents.Key TakeawaysAI Agents Are Here—and You're Already Late  Mark emphasizes that CMOs can no longer afford to delay AI adoption. Organizations that do not actively experiment with agents risk falling irreparably behind in terms of go-to-market maturity and innovation.Tireless Teammates, Not Job Takers  AI agents are best positioned to automate the joyless, manual tasks humans hate. With proper training and data, they can deliver superhuman memory, adaptability, and task execution across industries.Data Readiness Is Make or Break  The phrase "garbage in, garbage out" rings true—Mark stresses that AI without structured, contextualized, and governed data is not just ineffective, but dangerous.Align AI with Enterprise Goals  AI efforts must be anchored in clear business priorities, not shiny objects. Mark warns against focusing solely on vanity metrics and stresses the importance of tying every initiative back to pipeline, revenue, and customer value.Don't Just Automate—Adapt  Traditional automation is static. AI agents enable adaptability—responding to market shifts, customer signals, and business changes in real-time with minimal human input.Quotes“AI agents should make you way smarter, faster, and more adaptable—if you're aligned with the right goals.”Resource recommendations⁠Jasper⁠ – For scalable content generation.⁠Domo⁠ – For real-time marketing analytics and agent orchestration.Resource recommendationsBooks:⁠How to Win Friends and Influence People by Dale Carnegie⁠ – Timeless lessons in people-first leadership.⁠Dare to Lead by Brené Brown⁠ – Currently being read by Mark’s team book club for fostering courageous leadership.⁠Patrick Lencioni’s books⁠ – Especially on team dynamics and healthy conflict.B2B Leaders to follow⁠Denise Persson⁠, CMO of Snowflake, for leading high-impact B2B marketing.About the GuestMark brings over 15 years of diverse marketing experience and is passionate about driving Domo’s business growth through marketing initiatives. His mission is to empower all Domo customers and prospects with the insights and tools they need to make better business decisions and achieve their goals. In his previous role as VP of Community, Partner, and Field Marketing, Mark and his teams established new and strengthened existing programs to address customer pain points and create a greater sense of community. They also executed campaigns, programs and events that showcase the value of the Domo platform.Before joining Domo, Mark spent more than 10 years working in customer relations and marketing at Adobe and worked at Instructure as its senior director of customer marketing. He received his MBA from Utah State University and a bachelor’s degree from Brigham Young University. Outside of work, Mark enjoys spending time with his family and traveling. ⁠Connect with Mark.⁠

Episode SummaryIn this episode of OnBase, host Chris Moody talks with Angela (Bruns) Herlihy about crafting and scaling an account-based strategy that aligns teams and delivers results. From her early days in gymnastics to leading marketing ops in a public company, Angela shares a compelling story of grit and growth.She walks through the operational realities of building ABM frameworks in resource-constrained environments, redefines what ABM really means across sales and marketing, and explains how to make strategic decisions with imperfect data. Angela’s hands-on experience and pragmatic mindset offer a roadmap for anyone navigating the messy middle of ABM adoption.If you’re looking to operationalize strategy, influence pipeline, and align GTM teams—this episode delivers both inspiration and actionable advice.Key TakeawaysABM Surfaces Everything: Account-based strategies expose every operational weakness—data silos, unclear accountability, or misaligned teams. But if addressed early, they lead to better GTM alignment and faster deal velocity.Reframe ABM as a Strategy: ABM isn’t a campaign or a tech tool—it’s a company-wide approach to relationship building. Angie’s team embraced a tiered model (1:1, 1:few, 1:many) and shifted toward lifecycle-based engagement.Get Scrappy with Data: With limited resources, Angela built centralized dashboards using Google Sheets and manual inputs—creating a shared source of truth across sales and marketing.Co-Ownership with Sales: Alignment means co-creating everything from account selection to success metrics. Dashboards, engagement trackers, and real-time sales alerts made collaboration a practice, not a one-time effort.Lead with Progress, Not Just Revenue: Revenue is a lagging indicator. Angela focuses on buying group engagement, deal progression, and pipeline influence to maintain momentum and build trust.ABM ≠ Just Marketing: Angela avoids jargon and explains ABM through real-world examples that resonate with sales, leadership, and marketing alike. Her redefinition of ABM makes it feel like a growth strategy for the entire business.Quotes“ABM doesn’t just require operational alignment—it forces it.”Best moments 00:30 – From South Dakota gymnast to GTM leader: Angie’s journey.04:00 – How ABM surfaces internal misalignments and drives cross-functional clarity.07:00 – Evolving ABM from campaign-based to lifecycle-based strategy.08:40 – Scrappy ABM: Centralizing fragmented data without overhauling tech.11:00 – Aligning marketing and sales through shared metrics and processes.13:30 – Redefining ABM and earning internal buy-in with relatable use cases.15:30 – Balancing speed with long-term data discipline.Tech recommendationsPerplexityClaudeHubSpot (for its rapid evolution and product breadth)Resource recommendationsPodcasts:Talking Shop by Kelly Hopping – GTM alignment and real-world marketing challengesProf G Pod by Scott Galloway – Sharp insights on business, tech, and leadershipNewsletter:Marketoonist by Tom Fishburne – Humorous yet insightful takes on marketing absurditiesAbout the guestAngela (Bruns) Herlihy is a seasoned B2B marketing leader with a rare blend of technical expertise and strategic insight. Currently at DoubleVerify, Angela has built and scaled a full-stack marketing operations function covering everything from campaign management and analytics to website strategy and ABM.Her career spans roles in market research, database marketing, and marketing operations at companies including Gartner Digital Markets and LaserSpine Institute. Angela’s work has influenced demand gen, reviewer acquisition, and full-funnel ABM strategy. She’s known for her ability to scale marketing functions from scratch, align cross-functional teams, and drive operational efficiency with measurable impact.Angela brings a unique mix of grit, precision, and vision to her work—skills rooted in her background as a competitive gymnast.Connect with Angie.

Episode SummaryIn this episode of OnBase, host Chris Moody talks with Vincent DeCastro about the intersection of AI and ABM, revealing how advanced tools are improving the scalability of one-to-one and one-to-few account-based strategies. From real-world success stories to actionable insights, Vincent dives deep into the challenges of hyper-personalization and how business teams can leverage AI to streamline efforts while enhancing relationships.Key TakeawaysAI’s Role in ABMAI bridges the gap between manual efforts and scalable success, allowing marketers to hyper-personalize their outreach with greater efficiency.Scaling Hyper-PersonalizationAI-powered tools like Humantic AI and Manus help marketers deliver deeply personalized messaging, from emails to team cards.The Foundation of Great ABMVincent emphasizes the importance of relationships over vanity metrics in ABM strategies.AI for TargetingAI tools remove biases in selecting target accounts and deliver data-backed choices for better ABM campaigns.Real-World Success StoryThrough AI-based automation, Vincent’s team reduced team card customization efforts from three weeks to two days, enabling global ABM scalability.Quotes“AI isn’t just eliminating inefficiencies; it’s creating ways for marketers to aspire higher and achieve more.”Best Moments 01:20 Vincent’s Journey - Vincent talks about his early days in B2B marketing and his pivot toward ABM nearly nine years ago.07:04 The One-to-One Impact - Vincent shares an inspiring success story about building a CEO relationship that culminated at the Super Bowl.09:52 Scaling ABM with AI - “Without AI, scaling hyper-personalized ABM campaigns globally would take massive resources.”17:46 Hyper-Personalization at Its Best - Vincent reveals how tools like Manus assign tasks to AI agents, creating efficiencies across marketing processes.27:08 - AI’s Transformational Role - “AI isn’t replacing humans; it’s making us better by streamlining the process and letting us focus on strategy.”Tech RecommendationsManus – A dynamic AI tool that automates marketing tasks by delegating them to specific agents, significantly reducing manual effort.Humantic – Great for understanding individual buyer personalities at scale. Provides insights like DISC profiles and how to effectively approach communications.Shout-OutsJason Lewis - Global Business Communications Lead, The Chemours Company — Titanium TechnologiesAbout the GuestVincent DeCastro is the President and Owner/Senior SEO Consultant at The Advanced Business Metrics Agency. With a background in Internet Sales Management at BellSouth/AT&T and Account Executive experience at Thomas Industrial Network, Vincent specializes in SEO, PPC, and web-based content solutions for small and mid-sized companies. Vincent is also knowledgeable in strategy development and training, constantly updating best practices based on algorithm and AdWords updates.Website: abmagency.comConnect with Vincent.

Episode SummaryIn this episode of OnBase, host Chris Moody sits down with Bryan Bowles to discuss how marketers can drive sustainable customer growth through tighter alignment with commercial teams, smarter segmentation, and role clarity across go-to-market functions.Bryan shares his unconventional career path and the insights he’s gained by working across technical, product, and sales roles. He explains why marketers must understand both the buyer and the seller journeys, and how misaligned activities can waste resources and erode trust.From building campaigns that matter to structuring internal marketing roles with precision, Bryan offers a blueprint for modern B2B teams seeking to make a meaningful impact—especially when budgets are tight and expectations are high.Key TakeawaysStart with Seller Empathy: Great marketing doesn’t just mirror the buyer’s journey—it walks in the seller’s shoes. Understanding how commercial teams use marketing materials is crucial to building relevant, timely campaigns.Segmentation is the Game-Changer: Trying to market to all customers equally leads to diluted efforts. Instead, narrow focus, precise segmentation, and account intelligence lead to higher conversion and deeper engagement.Align on Roles, Not Just Goals: Marketing success hinges on clearly defined roles. Bryan emphasizes letting product marketers focus on the “what” and “why,” while campaign teams drive the “how” with discipline and expertise.Activity ≠ Outcomes: Webinars and flashy tactics might feel good, but without a cohesive playbook and long-term view, they won’t move the needle. Sustainable growth comes from planned, multi-touch, multi-channel programs.Operational Simplicity Drives Speed: Bringing content and campaign teams into one unit at GHX reduced handoffs and improved execution speed—creating what Bryan calls “one less handoff,” a powerful operational mantra.Outspend or Outsmart: When you can’t outspend competitors, get surgical. Tight focus, clear audience segmentation, and close collaboration with the commercial team allow you to win smarter—not louder.Quotes“You don’t need to spam the world. You need to be relevant to the right segment and convert.”Best moments 02:00 – Bryan’s journey from rural hospital analyst to marketing leader.05:30 – Where companies fail in connecting commercial goals to marketing actions.09:00 – The secret to scaling customer growth through tight segmentation.13:00 – Turning field events into actionable intelligence for frontline teams.16:00 – Role definition and the art of avoiding activity-based marketing.20:00 – How merging content and campaign teams accelerated execution.23:30 – Why winning market share requires precision, not volume.Resource recommendationsBooks:Smart Brevity – A guide to simplifying communication and getting to the point faster.Podcasts:Outcomes Rocket – A healthcare-focused podcast Bryan recommends for insight into industry trends.Shout-outsKaycee Kalpin, CMO, Premier Inc.About the guestBryan Bowles is a seasoned marketing executive with over two decades of experience leading growth and innovation across the healthcare industry. He currently serves as Vice President of Corporate Marketing at GHX, where he oversees global marketing strategy, brand development, and the alignment of marketing initiatives with enterprise-wide business goals.Prior to GHX, Bryan held senior leadership roles at Everside Health and Premier Inc., where he was known for launching innovative healthcare solutions and driving measurable marketing impact. With a background spanning product management, sales, and marketing, Bryan brings a unique, cross-functional perspective that fuels customer-centric growth strategies.Connect with Bryan.

Episode SummaryIn this episode of OnBase, host Paul Gibson sits down with Bee Patel for a deep dive into what it really means to “own the brand” in 2025. Bee challenges the legacy idea that branding lives solely within marketing and shares how today’s most effective brands are shaped by collaborative ownership across HR, product, comms, and sales.Bee discusses the evolution of branding as a business outcome driver—supporting everything from lead generation to sales conversion—and shares actionable strategies for unifying internal teams to create stronger external brand impact. The conversation also tackles AI's current challenges, the importance of simplification in brand governance, and how fostering creative freedom can help teams cut through the noise.Best moments (0:47) Bee discusses her journey and focus on converting reputation into measurable business outcomes.(1:33) Paul introduces the importance of reimagining brand ownership.(3:33) Bee explains the shift of the brand from an awareness tool to supporting lead generation and close rates.(5:46) Bee shares an example of collaboration with HR and product teams during a brand transformation at Insight.(12:55) Bee states her personal opinion that AI is currently more of a challenge than an enabler.(16:25) Bee emphasizes the importance of communication and early stakeholder involvement to remove silos in brand collaboration.(19:09) Bee advises comms leaders to simplify and empower teams to own the brand rather than policing it.Key TakeawaysBrand Is Everyone’s Job: Gone are the days of brand as a “marketing deliverable.” Today’s successful organizations embed brand values into every function—HR, product, sales, and beyond—to maintain a consistent and authentic experience.From Gatekeepers to Facilitators: Comms and brand leaders must move from enforcing rules to enabling ownership. This cultural shift empowers teams to internalize and live the brand, not just follow guidelines.Trust Is the New Currency: Bee underscores that in a market where trust drives conversion, brand consistency and credibility aren’t nice-to-haves—they’re game-changers.AI as a Work-in-Progress: While AI has potential, Bee cautions against jumping on every tool. Strategic, contextual deployment—especially for operational efficiency—matters more than trend-chasing.Measure What Matters: Bee shares real-world impact metrics, including a 33% increase in content engagement and a surge in solution-based RFPs following brand transformation efforts.Tech recommendationsChatGPTResource recommendationsBooks:The Speed of Trust by Stephen Covey - A must-read on how trust drives business results.The Let Them Theory by Mel Robbins - Bee’s current read on navigating boundaries and letting go.Blogs:Farnam Street - A weekly newsletter that helps to demystify and simplify complex mental models.Shout-outsNerea Gandarias, a Senior Marketing Executive at 8x8 - Bee recommends her as an inspirational leader with unmatched strategic rigor and humanity in leadership.About the GuestBee Patel, Global Marketing & Communications Director at AlphaSights is a razor-sharp marketing leader, bringing over 15 years of expertise and knowledge across marketing and communications. With experience in internal and external communications, she is passionate about crafting user-centric content and messaging that cuts through the noise and is delivered through an integrated communications mix. She currently leads the global Brand and Communications Team at AlphaSights, focused on brand building strategies and connecting with their key stakeholders through compelling storytelling and engaging digital experiences.Prior to joining AlphaSights, she led the European content and communications team for Fortune 500 technology solutions provider, Insight, overseeing their PR, social, and content strategy across nine European regions.Connect with Bee.

Episode SummaryOn this episode of the OnBase Podcast, Gabe Rogol dives into how AI agents are reshaping go-to-market strategies and reveals what Demandbase 4.0 brings to the table. Gabe outlines the evolution of account-based marketing, the need for open and flexible platforms, and where automation meets human creativity in redefining the modern sales and marketing landscape. Whether you're a sales leader, marketer, or just curious about AI's role in B2B, this episode delivers thought-provoking clarity and actionable takeaways.Key TakeawaysDemandbase 4.0 marks a shift from closed platforms to open, flexible, AI-assisted go-to-market systems.AgentBase enables faster, smarter GTM through assisted automation built on unified first- and third-party data.AI won’t replace SDRs, but will augment them—human creativity and relationships still matter most.Over-automation risks fragmentation and spam if agents aren’t aligned across functions.Leads and last-touch attribution are outdated; pipeline creation is the new GTM North Star.Data quality is critical—bad CRM data can sabotage AI-driven decisions.Sales and marketing must act as one team, aligned around outcomes, not functions.Trust and transparency are foundational to a successful, scalable GTM model.Personalization still matters, but only when targeting the right ICP.Marketing deserves more investment, not just for efficiency, but to unlock real growth.Quotes“Trust is foundational to alignment. Without trust, the entire go-to-market process breaks down.”Best Moments 00:37 Shifting Into Phase FourGabe outlines the concept and exciting features of Demandbase 4.0, detailing the open and automated future of ABM.03:27 The Soapbox Moment"Aligning go-to-market resources with the accounts that have the greatest lifetime value" as the core of success.06:39 What AgentBase Makes PossibleGabe discusses how AI agents democratize complex tasks like segmentation, orchestration, and funnel tracking.16:57 The Risks of AI AgentsGabe cautions about amplified risks from bad data and the danger of fragmented go-to-market strategies.24:56 The New GTM PlaybookRoles across sales, marketing, and operations converge around pipeline creation for unified success.30:09 The Power of PersonalizationGabe advocates for thoughtful personalization to the right audience over shallow attempts at scaling outreach.Tech RecommendationsObsidian (Zettelkasten Tool) – A robust digital note-taking system for organizing non-linear ideas and linking essential insights across topics.Resource RecommendationsHarvard Business Review (HBR) Compilations: Collections on decision-making, agile processes, and AI insights, offering concise and actionable advice for B2B professionals.Shoutouts:Marc Benioff - Chair & CEO at SalesforceAbout the GuestAs the Chief Executive Officer of Demandbase, Gabe is responsible for fulfilling the company’s mission of transforming how B2B companies go-to-market.Since joining Demandbase in 2012, he has been committed to setting the product and corporate strategy for the company. Throughout his two-plus-decade career, Gabe has held various leadership positions, including managing world-class customer service and sales teams at IDG and other leading publishers. He received his BA in Comparative Literature and Russian Language and Literature from Brown University.Connect with Gabe.

Episode SummaryIn this episode of OnBase, host Chris Moody sits down with Jessica Rhodes to talk about branding, likeability, and how podcasting can transform your sales conversations. Jessica reflects on how she turned a favor for her dad into a thriving business and why bringing your whole personality to the table is key to building buyer trust.From tactical takeaways on content repurposing to deeper insights on the neuroscience of decision-making, this conversation is equal parts actionable and human. Jessica explains why likability isn’t fluff—it’s foundational—and how being authentic across every marketing touchpoint builds a brand that wins even in a competitive sales process.If you’re in B2B marketing, sales enablement, or looking to boost your thought leadership through podcasts, this one’s for you.Key TakeawaysLikeability is a Sales Strategy: Strong brand identity isn’t just about logos and messaging—it’s about trust and connection. Jessica and her team win business because people like them, not just because of features.Show, Don’t Tell: You can’t just say your team is amazing—your content has to prove it. Brand personality needs to shine across marketing, not just in sales calls.Podcasts = Trust Accelerators: Podcasts create long-form, unfiltered content that lets buyers hear your voice, beliefs, and expertise—way before they hit the sales funnel.Repurpose with Purpose: From sending podcast links in pre-sales calls to clipping interviews for social content, podcasts can fuel your entire marketing strategy.SEO Goldmine: Each podcast appearance builds your online footprint with backlinks, blog posts, and YouTube videos—an underrated SEO boost.Decision-Making Requires Gut & Calm: Jessica shares how understanding her "sacral authority" through human design and regulating her nervous system has helped her make clearer, less reactive decisions.Quotes“Your brand identity is letting your personality come through your marketing. People logically assess vendors—but they choose the one they like most.”Best moments 02:00–04:30 – Jessica’s journey from door-to-door canvasser to podcast agency founder.05:30–07:00 – Likeability and brand identity: why it matters more than features.08:45–11:00 – The challenge (and power) of bringing your full self to work.11:30–13:30 – What to do right after you record a podcast: behind-the-scenes content, repurposing, and engagement tips.14:45–15:30 – Podcasting’s secret SEO advantage.16:15–18:00 – Using gut instinct and a calm nervous system to make better decisions.Tech recommendationsAloware – for outbound dialing and bulk SMS.Opus Clip – for repurposing podcast content.HubSpot – for marketing automation and CRM.Resource recommendationsBooks:$100M Offers and $100M Leads by Alex HormoziPodcasts:The Game with Alex HormoziShout-outsMargy Feldhuhn, Co-Owner and CEO, Interview ConnectionsMelanie Ann Layer, High-Performance Business Mentor, MLI CoachingAbout the GuestJessica Rhodes is the founder of Interview Connections, the world’s first podcast booking agency, launched in 2013 before podcast guesting was on anyone's radar. As a trailblazer in the podcasting space, Jessica Rhodes has helped more than 800 clients land over 30,000 podcast interviews, establishing herself as a thought leader in how businesses can leverage podcasting to grow. Her mission is simple yet powerful: to help entrepreneurs who feel like the best-kept secret increase visibility and build trust through the human-to-human connection that only long-form podcast interviews can provide.Connect with Jessica.

Episode SummaryIn this episode of OnBase, host Chris Moody reunites with longtime friend and podcast co-creator Amber Naslund for a reflective and forward-thinking conversation. Amber brings a wealth of experience across the marketing-sales spectrum and shares how her background in marketing has become her superpower in sales.They explore how better collaboration between marketing and sales can unlock massive gains, why product marketing and sales enablement should stop building models and start offering "Legos," and how storytelling in sales is less about fables and more about connecting dots. Amber also gets real about brand vs. demand debates and why marketers need to stop underestimating the power of long-term influence.Key TakeawaysMarketing Skills Supercharge Sales: Amber’s success in sales stems from her deep understanding of marketers. Being able to “speak the same language” has helped her build trust, credibility, and strategic partnerships with customers.Empathy > Silos: Sales and marketing still operate too independently. The cure? Cross-functional humility, joint planning, and sitting in on each other's meetings.Build Legos, Not Models: Product marketers and sales enablers should create modular, adaptable building blocks—not rigid, linear pitch decks. Sellers need the freedom to customize.Get Comfortable with Casual: Great sellers are simplifying, listening deeply, and having real, unscripted conversations. Over-reliance on pitch decks and sequences is hurting connection.Brand is Demand: The divide between brand and demand gen is artificial. Brand is what puts you on the buyer’s shortlist on Day 1—it’s measurable, just not always trackable.Quotes“Brand is demand. It’s all one thing. The biggest mistake marketing made was thinking brand was separate from measurable success.”Best moments 01:20 – Amber’s career journey: from nonprofit fundraising to sales leader at LinkedIn.05:30 – What marketers misunderstand about sales (and vice versa).09:15 – The art of “getting comfortable with casual.”12:30 – Why enablement teams need to provide mix-and-match sales materials.15:30 – Storytelling in sales: not fluff, but hypothesis.18:00 – The real power of brand—and why we’re measuring it all wrong.Resource recommendationsBooks:The First 90 Days by Michael D. WatkinsBabel by R.F. KuangPodcasts:Hidden Brain PodcastShout-outsAshley Faus, Head of Lifecycle Marketing, Portfolio at Atlassian – She is admired for her community leadership and generosity.Jenn VandeZande, Digital Engagement Strategy at SAP CX – Amber praised Jenn for her editorial excellence and long-game content strategy.About the GuestAmber Naslund is a seasoned marketing and sales executive, currently serving as a Director at LinkedIn within their Marketing Solutions business. With over 25 years of experience across nonprofit fundraising, B2B marketing, tech startups, and enterprise sales, she brings a rare dual-lens perspective from both sides of the revenue table.From co-founding a podcast with host Chris Moody over a decade ago to transitioning from marketing leader to sales director, Amber has continually embraced growth, reinvention, and empathy as cornerstones of her leadership. She’s passionate about bridging the gap between marketing and sales teams, crafting meaningful stories, and advocating for the value of brand in today’s attribution-obsessed world.Connect with Amber.

Episode SummaryOn this episode of the OnBase Podcast, Sam McKenna shares her unconventional and highly effective sales strategies. From her trademark 'Show Me You Know Me' philosophy to redefining what it means to put manners first, Sam highlights the importance of doing the unexpected in sales to stand out. She details her inspiring career path, her passion for empowering women, and her views on the importance of genuine human connection in building lifelong client relationships. Unmissable for anyone in sales or leadership, this episode is full of energy, wisdom, and actionable takeaways.Key TakeawaysShow Me You Know MePersonalization in sales must go beyond surface-level AI-generated efforts. Take the time to truly understand your prospects and leverage that understanding to build relationships.Manners Before ProfitIncorporating gratitude and respect throughout the sales process helps create exceptional experiences for buyers, even when deals don’t close.Relationships Are EverythingRevisit clients post-sale to ensure satisfaction and build trust. These connections can drive referrals and repeat business.Make It PersonalSimple, thoughtful gestures (e.g., rubber duckies or customized books) can make a lasting impression.Work Smarter, Not HarderPlan targeted outreach early in the week and send personalized emails during off-peak times to boost visibility.Quotes“The bar in sales isn’t low; it’s on the floor. Step over it.”Best Moments [00:34] Career BeginningsSam shares her unorthodox entry into sales, going from art aspirations to a thriving sales career.[02:47] Becoming a LinkedIn InfluencerHow one blog post in 2011 on 'Show Me You Know Me' turned into a movement and drove unexpected demand generation success.[05:45] Manners First, AlwaysSam explains how small acts of gratitude, such as responding to email rejections politely, can leave lasting positive impressions.[14:13] Empowering Women in SalesA heartbreaking story of resistance from a colleague drives Sam’s mission to support, uplift, and empower other women in sales.[23:00] Creative Gestures Close DealsFrom rubber duckies to personalized books, Sam shares memorable examples of gifts that strengthen relationships.[32:38] A Smarter Way to Plan OutreachSam outlines her unique strategy for timing emails to increase response rates and engagement.Tech Recommendations⁠LinkedIn Sales Navigator⁠: Gain actionable insights into leadership changes, hiring patterns, and organizational growth to refine your prospecting efforts.Resource RecommendationsNewsletters:     ⁠Morning Brew⁠     ⁠DealBook by The New York Times⁠     ⁠Kyle Pointer’s Newsletter⁠Podcasts:⁠HBR Women at Work⁠Books:⁠Unreasonable Hospitality⁠ by Will Guidara⁠Radical Candor⁠ by Kim Scott⁠The Ride of a Lifetime⁠ by Robert Iger⁠The Transparency Sale⁠ by Todd Caponi⁠The Transparent Sales Leader⁠ by Todd CaponiShout-Outs⁠Jen Allen-Knuth⁠- Jen’s focus on the psychology of sales resonates with Lydia. She recommends Jen’s insightful LinkedIn posts on buyer behavior and objection handling.About the GuestSamantha McKenna is the Founder and CEO of #samsales, with over 100,000 LinkedIn followers. She has a 15+ year career in Enterprise sales, breaking over 13 sales records. She emphasizes a manners-first and buyers-first approach.She is a LinkedIn expert, former Enterprise Sales Executive leader for LinkedIn’s Sales Navigator, and a Top Voice on LinkedIn in 2024. She has received numerous sales leadership awards and speaks at business schools like Harvard, Kelley, and Kellogg.Since 2019, #samsales has achieved a multi-million-dollar revenue, 312% of its first-year goal, and significant double-digit growth. It is an all-women team, has served over 250 clients, raised over $110K for charity, and has been featured in publications like The Wall Street Journal.⁠⁠Connect with Samantha⁠⁠.

Episode SummaryIn this episode of OnBase, host Chris Moody sits down with Lydia Hutchison for a powerful conversation on what works in modern B2B prospecting. Lydia explains why typical AI-personalized messages fail to cut through and how relevance, rooted in deep customer understanding, wins every time.She unpacks her triple-touch framework, the value of tone and timing, and the human psychology that underpins effective outreach. Lydia also reveals her favorite high-converting tactic that combines manual research with real-time relevance. If you’re struggling with connect rates, sequence performance, or objection handling, this episode offers a fresh, actionable perspective.Key TakeawaysRelevance Trumps Personalization: Generic personalization wastes the prospect’s time. Relevance speaks directly to their daily pain and success metrics—and that's what drives replies.Triple-Touch Strategy Works: Lydia advocates a three-channel approach—phone, LinkedIn, email—for testing message resonance and adjusting in real-time based on feedback.Lead with Psychology, Not Scripts: Authentic, thoughtful outreach begins with understanding how people accomplish their tasks—and how you can help them do it more effectively.Objections Aren’t Always Real: Recognize the difference between a true objection and simple disinterest. Learn to use tone, timing, and multichannel follow-up to stay human and helpful.AI is a Research Assistant, Not a Salesperson: When used well, AI can support better outreach by helping reps research personas and challenges, but it shouldn’t write your messages for you.Quotes“Everybody is getting their job done without you. So your job is to show them how to do it better—not tell them they’re doing it wrong.”Best Moments (0:56) Lydia Hutchison's Journey into Sales (2:59)Developing Expertise in Sales Execution and Prospecting  (8:00) Differentiating Relevance and Personalization in Prospecting(12:09) Key Factors to Make a Sales Message Stand Out (14:19) Example of Focusing on Relevance Over Personalization (16:27) Process for Ensuring Consistent and Compelling Messaging Across Sales Teams(18:34) Approaching Objection Handling (20:33) Actionable Advice for Struggling Prospecting Teams Shout-outsJason Bay – Lydia recommends Jason for practical advice on sales openers and messaging, especially for go-to-market teams. His content helps reps connect more effectively with prospects.Jen Allen-Knuth- Jen’s focus on the psychology of sales resonates with Lydia. She recommends Jen’s insightful LinkedIn posts on buyer behavior and objection handling.About the GuestLydia Hutchison is the Head of Business Development at DataHub. She is a data-obsessed sales leader, builder of outbound sales motions, from early-stage startups to global enterprises. Lydia is passionate about coaching for success and empowering sales development orgs to crush their revenue and career goals.Website: datahub.comConnect with Lydia.

Episode SummaryThis episode delves into the core principles of sales success and scaling go-to-market strategies through leveraging and alignment. Chaz Horn reflects on his inspiring career transformation and shares actionable insights on creating impact with minimal resources. He introduces his TTABS framework, discusses how mindset drives sales success, and explores how AI can revolutionize sales and training efficiency. Chaz's emphasis on transformation, both personal and professional, offers a fresh lens on building businesses that truly change lives while delivering results.Key TakeawaysThe Power of LeverageStrategic collaborations, like partnering with industry leaders, amplify reach and credibility.Mindset Drives SuccessPerspective acts as either an anchor in mediocrity or a springboard into potential.AI's Role in SalesGenerative AI can automate tasks like creating origin stories, building training materials, and crafting personalized customer experiences.TTABS Framework:Understand the tactic and technique while maintaining an attitude of service, tracking behaviors, and aligning strategy with goals..Focus on TransformationHelping clients achieve transformation in their lives or businesses builds conviction and long-lasting business success.Quotes"AI can't replace the genuine connection humans bring to sales, but it enhances how we prepare for those connections."Best Moments (02:50) – Chaz recounts his transformation from the worst salesperson to a top performer through mentorship and systemized processes.(08:30) – Insights on leveraging relationships through strategic collaborations to maximize impact and sales outcomes.(16:37) – Discussion about the evolving role of AI in sales and how it’s redefining customer interactions.(24:08) – Balancing AI's efficiency with the human touch in storytelling and sales processes.(30:54) – The importance of creating a mindset focused on client transformation rather than solely selling.Tech RecommendationsChatGPT – For creating content like origin stories and streamlining the sales processNotebook LM- Google – Enables structured content creation for training and client interaction.Grok – AI storytelling tool ideal for crafting narratives and educational content.Whisper – Efficient voice-to-text solution for creating formatted documents on the fly.LinkedIn – A fundamental platform for B2B lead generation and networking.Claude – Preferred for copywriting and crafting engaging content.Resource RecommendationsBooks:Fearless Living by Jamie Winship – A book on understanding identity to unlock personal and professional growth.0X is Easier Than 2X by Dr. Benjamin Hardy and Dan Sullivan – Focuses on achieving exponential results by simplifying prioritiesShout-OutsCraig Groeschel - Senior Pastor and Founder at LifechurchAbout the GuestOnce homeless and ranked last out of 119 sales reps, Chaz Horn turned his career around by embracing mentorship and a proven system—jumping to #3 in just 45 days and earning over $14,000 in commissions. That breakthrough sparked his mission to help others achieve the same transformation.Since founding Mastery of B2B Sales in 2016, Chaz has helped hundreds of consultants, coaches, and small B2B businesses consistently identify, attract, and onboard clients using his proprietary TTABS framework:Tactic, Technique, Attitude, Behavior, and Strategy—the five essentials for predictable growth.Author of The B2B Blueprint to Predictable Sales, Chaz blends systems thinking with personal transformation. His approach is shaped by overcoming real-life adversity—from depression and obesity to rebuilding his life through faith, biohacking, and discipline.He lives by a “Get To” mindset and brings energy, clarity, and conviction into every keynote, coaching session, and client engagement.📘 Grab Chaz’s book – The B2B Blueprint To Predictable Sales (includes video training)Website: masteryofb2bsales.comConnect with Chaz.

Episode SummaryThis episode explores the nuances of scaling demand generation strategies from startups to established organizations. Lily Youn highlights the importance of building a strong foundation through account-based strategies, data hygiene, and team alignment. She discusses the differences between startup scrappiness and scale-up structure, the role of AI in demand generation, and how to identify quick wins for immediate impact. Lily also shares actionable insights for optimizing conversions, improving CRM processes, and fostering collaboration across teams..Key TakeawaysFoundation is EssentialSuccess in demand generation starts with targeting the right accounts, as they form the base of effective strategies.Alignment Creates MomentumRegular, agenda-driven meetings with key stakeholders help ensure seamless collaboration between sales and marketing.AI as an Efficiency DriverAI tools can streamline personalization, simplify content operations, and elevate demand gen workflows.Data Hygiene is Non-NegotiableClean, well-structured CRM data is critical for reliable reporting and scalability across company stages.Startup vs. Scale-Up DynamicsStartups require focused ICP development, while scale-ups demand scalable processes and systems.Quotes"Targeting the wrong prospects is the single biggest challenge in B2B sales today."Best Moments (01:37) – Lily shares her career journey from BDR to demand generation leader, reflecting on early lessons in scrappiness and resourcefulness.(04:50) – The critical role of account-based strategies and why a strong foundation starts with the right ICP.(07:20) – Navigating startup-to-scale-up transitions and the importance of scalable processes and clean CRM data.(12:07) – Leveraging tech and AI to enhance efficiency in demand generation and content operations.(14:00) – Lily’s focus on alignment, OKRs, and communication as keys to success in scaling demand gen teams.Tech RecommendationsWorkBoard – For setting and tracking OKRs to maintain team alignment and prioritize business goalsZoomInfo Co-Pilot – An AI-powered tool for streamlining demand gen efforts and improving account targeting.Asana – A project management solution to enhance productivity and maintain focus on KPIs.Resource RecommendationsBooks:Reset: How to Change What's Not Working by Dan Heath – A guide for improving leadership practices and daily operations.Shout-OutsShannon Hawari - Head of Growth @ elvexGraham Collins - Head of Partnerships at QuotaPathAbout the GuestLily Youn Jaroszewski is the VP of Demand Generation and Revenue Marketing at Aprimo, the leading digital asset management technology for marketing and customer experience departments.Her experience in B2B and B2C tech companies includes building demand generation teams and quota capacity models to support AEs from Seed-Funded to Public companies.Website: aprimo.comConnect with Lily.

Episode SummaryIn this provocative and insightful episode, OnBase host Chris Moody reunites with Lukas Egger to discuss one of the most talked-about frontiers in business innovation: agentic AI. Lukas explores how companies can move beyond demos and hype to implement AI in ways that reshape business models and unlock new value creation.Key TakeawaysPrioritizing Agentic AI: Leaders must prioritize agentic AI for business preparedness due to the significant investment and potential for new value creation.Understanding Misconceptions: It's crucial to recognize the "Jagged Frontier of AI," where AI's capabilities are counterintuitive, and avoid the "Lego brick fallacy," which assumes AI can be simply plugged into existing processes.Lowering Cost of Failure: To confidently adopt AI, businesses must systematically lower the cost of failure, iterate quickly, and democratize the process.Data-Driven Insights: Robust data and real answers are essential for understanding the ROI and impact of AI changes on business processes, systems, and people.Competitive Advantage: Instead of focusing solely on common AI use cases, businesses should identify their unique, unfair advantages and engage in rapid iterations and customer conversations to discover differentiating functionalities.Integrated Innovation: Marketing, sales, and business development should be involved early in the AI innovation process to ensure that new solutions align with market needs and monetization strategies.Beyond Peacocking: Avoid simply "peacocking" with AI by replicating what others are doing; instead, focus on deep integration and solving real business problems.Best Moments 02:00 – Lukas describes his nonlinear path from philosophy and startups to enterprise innovation at SAP.05:00 – The promise of agentic AI: opening up new domains for value creation and strategic repositioning.10:00 – Breaking down misconceptions: why traditional planning fails in the face of fast-moving AI.15:00 – Lowering the cost of failure and why “small wins” are key to long-term adoption.20:00 – Avoiding AI homogeneity: how to resist the urge to copy competitors and build a real moat.26:00 – Implementing AI at scale in large organizations: the hidden value of domain expertise and transparency.32:00 – The behaviors leaders must change to avoid missing the AI wave entirely.38:00 – Why marketers and sales teams must embed in AI development—early and often.Shout-outsHelen and Dave Edwards, Co-Founders of Artificiality Institute who discuss the emotional components of AI technology.Peter Temes, Founder and President, ILO Institute, for his deep understanding of basicAbout the GuestLukas N.P. Egger leads the Innovation Office & Strategic Projects team at SAP Signavio, where he focuses on de-risking new product ideas and establishing best-in-class product discovery practices. With a successful track record in team building and managing challenging projects, Lukas has expertise in data-driven technology, cloud-native development, and has created and implemented a new product discovery methodology. Excelling at bridging the gap between technical and business teams, he has worked in AI, operations, and product management in fast-growth environments. As a founder, he has experience building lean and iterating quickly to create saleable software with limited resources while fostering loyalty. Lukas has movie credits for his work in Computer Graphics research, published a book on philosophy, and is passionate about the intersection of technology and people, regularly speaking on how to improve organizations.Connect with Lukas.

Episode SummaryThis episode dives deep into the heart of creativity in B2B marketing as Jeff and Carman illuminate the power of bold ideas in revitalizing campaigns. From the challenges of standing out in a "sea of sameness" to the unique opportunities presented by AI, the duo shares actionable insights on rethinking how brands engage, differentiate, and capture attention in complex B2B environments. Learn how to leverage concepts like the "Big Long Idea," champion creativity, and foster meaningful connections with your audience.Key TakeawaysMove Beyond the "Sea of Sameness": Creativity provides the differentiation needed to stand out in saturated markets like manufacturing.The Big Long Idea Framework: A strategy focused on developing campaign platforms that can scale and endure over time (3-5 years), providing consistency across touchpoints.The Role of AI in Creativity: While AI offers tools to streamline processes, the human element remains crucial to driving authentic creativity.Listening as a Competitive Edge: Out-listening your competitors can generate fresh ideas and create meaningful customer campaigns.Revitalize Through Buy-In: Achieving alignment from stakeholders is essential; nurture collaboration among marketing, sales, and leadership to ensure bold campaigns succeed.QuotesThe biggest challenge for creativity is the modern worship at the altar of technology. We've traded bold ideas for efficiency." - Jeff White"Happier people make better products, and better products make happier people. That’s creativity in a nutshell." - Carman PirieBest Moments (06:50) – Differentiating in Bland Markets : Jeff and Carman discuss how creativity can help brands stand out in heavily regulated and saturated industries like packaging and manufacturing.(12:30) – The Big Long Idea Explained : A deep dive into the "Big Long Idea" framework, showcasing how it provides consistency and creativity for campaigns that last 3-5 years.(15:45) – Happiness in the Making : A case study on how creative insights led to a powerful tagline and campaign essence for a contract manufacturer.(24:11) – Out-Listening Competitors : Carman shares how listening to customers and competitors can unlock fresh, creative ideas for campaigns.(36:40) – Courage to Pick Up the Phone : A discussion on the importance of direct conversations for both marketers and sales professionals to gain valuable insights.Shout-OutsUna De Boer - CMO, WhiteWater West Industries Ltd.About the GuestJeff White: the co-founder of Kula Partners, an agency designed to help leading manufacturers digitally transform their marketing and sales. A User Experience (UX) and usability expert, Jeff began building sites for the web over 25 years ago. He leads the design and development practice at Kula Partners. Several years ago, Jeff returned to NSCAD University as a sessional professor, bringing his understanding of web standards to a new generation of design students.A passionate advocate for usability and an open web that is accessible to everyone, Jeff frequently speaks on web design, usability, accessibility, marketing, and sales at events such as HubSpot’s Inbound conference.Connect with Jeff.Carman Pirie: the co-founder of Kula Partners, an agency built to help leading manufacturers digitally transform marketing and sales to deliver more leads, close more prospects, and grow their competitive edge. Over his nearly three decades in marketing and communications, Carman’s career has taken him from the halls of Canada’s Parliament to various client-side and agency-side marketing leadership roles. Along the way, he has advised Fortune 100 clients, governments, and non-profit organizations. At Kula Partners, Carman serves as lead marketing and sales counsel to the firm’s diverse range of North American manufacturing clients.Connect with Carman.Website: kulapartners.com

Episode SummaryIn this episode of OnBase, host Chris Moody sits down with Jacek Materna as they explore how account-based marketing (ABM) has evolved from traditional sales tactics to precision-driven strategies fueled by AI. Jacek reflects on his career in ABM, starting in enterprise sales during the 2000s, and shares practical advice for implementing effective ABM programs. The episode tackles common missteps, such as over-reliance on tools, and outlines the importance of aligning sales and marketing teams. Jacek also dives into real-world use cases of AI in ABM, from hyper-personalization to advanced measurement tactics, and how businesses can stay competitive in today’s fast-paced Martech landscape.Key TakeawaysABM is Old School Personalization with a New Name: ABM is an extension of the enterprise sales motion that has existed for decades but now incorporates modern tools and strategiesAlignment is Critical: Sales and marketing teams need to collaborate closely, with shared goals and metrics, to make account-based strategies successful.AI Supercharges Personalization: AI enables cost-effective hyper-personalization but also risks oversaturating the market. Companies need to find ways to stand out amidst increasing competition.Intent Data Isn’t a Silver Bullet: Many companies fall victim to “intent hangovers”—placing too much faith in intent platforms as a standalone solution without building strategy or alignment first.Tools Are Not the Starting Point: Businesses should focus on strategy and human connection before investing in costly tools they might not fully utilize.Quotes"The best marketers are sellers at heart, and the best sellers are masterful storytellers."Best Moments (03:25) – Jacek’s Career Beginnings : Reflecting on how enterprise sales in the early 2000s laid the foundation for his passion for ABM.(09:00) – Enterprise Sales Meets AI : Jacek highlights moments when human storytelling intersected with cutting-edge digital tools.(15:45) – Tips for Aligning Sales and Marketing : Practical advice on simplifying strategies and focusing on shared metrics like pipeline and bookings to unite teams.(26:48) – The "Intent Hangover" Phenomenon: Jacek’s critical analysis of businesses that over-invest in intent data without a coherent strategy.(33:20) – What’s Next for AI in ABM? : A candid discussion about how AI will expand capabilities for teams while creating new challenges in a saturated market.Tech RecommendationsChatGPTResource RecommendationsBooks:The 22 Immutable Laws of Marketing by David Drummond Obviously Awesome by April Dunford: How to Nail Product Positioning so Customers Get It, Buy It, Love ItTrump: The Art of the Deal by Donald J. TrumpMovie: Glengarry Glen RossPodcasts:All-In PodcastInvest like the BestAbout the GuestJacek Materna is a 3x founder and seasoned technology executive who specializes in scaling growth-stage companies. With a track record of successful exits and deep experience in B2B SaaS, security, fintech, and edtech, Jacek brings a practical, no-fluff perspective on what it takes to drive real business outcomes.He’s led global teams, launched products that generate tens of millions in ARR, and helped companies—from first-time founder startups to PE-backed platforms—unlock margin expansion, go-to-market velocity, and lasting cultural alignment. His leadership experience spans roles as CEO, COO, and CTO, with responsibilities across product strategy, corporate development, P&L oversight, and M&A.Jacek currently serves as CEO of Full Circle Insights and is passionate about helping organizations turn complexity into clarity. Whether he's advising boards, restructuring teams, or speaking on stage, his mission is always the same: drive value, move fast, and scale smart.Website: https://www.fullcircleinsights.com/Connect with Jacek.

Episode SummaryOn this episode of OnBase, host Paul Gibson sits down with Ingrid Archer to discuss "cracking the ABM code" and uncover why successful ABM initiatives require more than just strategy. Ingrid shares her expertise on balancing localized needs within European markets, overcoming common misconceptions about ABM, and using AI to streamline processes at every stage of account-based execution.From highlighting the importance of sales and marketing collaboration to providing actionable steps for initiating ABM, Ingrid offers incredible insights for marketers at every stage of their ABM journeys. This episode also dives into key hurdles like impatience, budget constraints, and the lack of education around ABM, offering solutions to overcome these issues.Whether you’re new to ABM or looking to refine your current strategy, Ingrid’s advice is an invaluable resource.Key TakeawaysSales and Marketing Alignment is Crucial: Successful ABM hinges on teamwork between sales and marketing. Forget the silos and work as one cohesive unit.Educate Before You Start: Teams must understand what ABM truly involves before implementation to avoid misconceptions and ensure success..ABM is Complex but Rewarding: While ABM can be more challenging than traditional approaches, its ability to deliver measurable, targeted outcomes makes the effort worthwhile.AI Helps Build Efficiency: Leveraging AI in areas like account segmentation, personalization, and research can improve the execution of ABM strategies.Think Long-Term: Patience is key when rolling out ABM initiatives. Avoid rushing and focus on creating a solid strategy before launching campaigns.Quotes“AI is not replacing marketers; marketers using AI will replace those who don’t use it.”Best Moments 01:03–02:46 Ingrid shares her early career story of spotting gaps in the B2B agency world.09:04–10:13 Comparing ABM approaches in Europe versus the United States and the role of cultural nuances.16:15–16:33 Ingrid discusses the importance of educating teams and managing expectations for ABM programs.23:12–24:57 Insights on data quality and why having a dedicated resource to manage data is critical for ABM.28:45–30:47 Ingrid explains how SPOTONVISION is weaving AI into every step of the ABM framework for speed and accuracy.Tech RecommendationsTrendemonApolloResource RecommendationsBooks:Purple Cow by Seth Godin: Transform Your Business by Being RemarkablePermission Marketing by Seth Godin: Turning Strangers Into Friends And Friends Into CustomersNewsletter:Strategic B2B Marketing: Linkedin newsletter by Thomas AllgeyerB2B leaders to followThomas Allgeyer - Founder, B2B MarketingBob Peterson - Vice President, Principal Analyst, Forrester ResearchAbout the GuestIngrid Archer is Co-founder of B2B Marketing agency SPOTONVISION as well as the B2B Marketing Forum in Europe. She is responsible for customers, consultants and the marketing of SPOTONVISION. She is a certified Buyer Persona and ABM practitioner and has a strong focus on integrated marketing approach from buyer personas, lead generation, demand generation, to account-based marketing. Ingrid enjoys writing and giving marketing training, including our own B2B Vision Academy. She regularly writes on B2B marketing for blogs such as Marketingfacts and Emerce.Website: spotonvision.comConnect with Ingrid Archer

Episode SummaryIn this episode, Host Chris Moody is joined by Eric Feige to discuss how businesses can win with go-to-market (GTM) strategies by setting realistic digital transformation goals, fostering cross-functional alignment, and leveraging tools like Demandbase for scalable growth. Eric’s breadth of experience—from entrepreneurship to consulting with Fortune 500 companies—offers unique perspectives on the practical steps organizations can take to achieve revenue growth, avoid common pitfalls, and innovate without unnecessary risk. Eric also shares advice on using AI and composable technology to accelerate success in go-to-market strategies.Key TakeawaysCross-Functional Collaboration is Essential: GTM success requires alignment across sales, marketing, technology, and compliance teams, with a clear P&L owner driving the effort.Set Realistic Digital Transformation Goals: Break down large initiatives into achievable milestones that deliver short-term wins and lay the foundation for long-term growth.Leverage Tools to Scale Without Additional Labor: Platforms like Demandbase help integrate insights, streamline workflows, and enable scalable, personalized outreach without adding overhead.The Importance of Beacon Projects: Start with “beacon projects” that showcase clear value across teams and convert skeptics into advocates for change, aligning everyone on revenue objectives.AI as a Catalyst for Personalization: While AI can help optimize content and enable hyper-personalized messaging, its impact is amplified when integrated with robust go-to-market platforms.Quotes"AI enables us to scale personalization, but success still lies in orchestrating the right data, systems, and teams."Best Moments (03:30) – The Foundations of Cross-Functional GTM Success(08:40) – Setting Realistic Digital Transformation Goals(13:10) – Tools for Scalable Revenue Growth(19:50) – Introducing Beacon Projects(26:25) – AI's Role in GTM TransformationResource RecommendationsBooks:Beastie Boys Book by Michael DiamondAbout the GuestEric Feige is a seasoned leader and digital transformation expert with experience as a venture-backed entrepreneur, digital strategist, and head of digital at top organizations like Deloitte, KPMG, JP Morgan, and Prudential Financial. As the Managing Director at VShift, Eric helps businesses unlock sustainable revenue growth by aligning digital goals with cross-functional collaboration across sales, marketing, and technology teams.Website: ⁠https://www.vshift.com/⁠⁠Connect with Eric⁠.

Episode SummaryThis episode dives into the critical role of data quality in unlocking the true potential of AI for ABM success. Daryn Smith shares how organizations can move from AI hype to AI readiness, focusing on bridging data silos and using AI effectively. The discussion explores practical steps to improving data management, leveraging AI tools to streamline processes, and why leadership plays a pivotal role in driving change. Daryn also reveals fascinating use cases where AI has made a tangible difference in business operations and marketing strategies.Key TakeawaysAI Readiness is LaggingOnly 8.5% of companies are truly AI-ready, despite executives highly prioritizing AI adoption.Data Quality is Key:70% of respondents prioritize data quality over AI, revealing that unstructured or siloed data hampers AI effectiveness.Leadership’s Role in AI SuccessLeaders must champion AI adoption while being transparent about the need for continuous improvements in data management and AI training.Blind Automation Can Undermine ResultsAI often requires contextual data and meaningful human oversight to produce relevant, impactful recommendations.Practical AI ApplicationsFrom creating AI-driven RFP agents to developing AI tools that emulate senior employees' knowledge, simple yet impactful use cases can revolutionize workflows.Best Moments (01:10) – Daryn's Career Journey : From web developer to CEO, Daryn details how his unique background has shaped his approach to marketing and AI-led transformation.(04:53) – The Growing Importance of AI Readiness : Daryn highlights how data silos and poor data quality hinder AI’s potential and shares insights from Hubble Digital's recent research.(10:57) – AI’s Role in Revolutionizing ABM : Daryn and Paul discuss how AI-powered tools are automating manual tasks, leading to better account targeting and personalized campaigns.(14:00) – The Disconnect Between Leadership and Reality : A candid discussion on why executives often overestimate their organizations' AI capabilities.(34:06) – AI in Practical Use Cases : Daryn shares how Hubble Digital uses AI agents to streamline RFP responses and retain institutional knowledge.(22:27) – Evolving Data Systems : Tips on keeping CRM and ABM systems agile to adapt to business changes, ensuring they retain their value long term.Tech RecommendationsHubSpot – A platform supporting ABM strategies and AI integration for CRM efficiency.Fathom.ai – A tool for turning unstructured sales and marketing data into actionable insights.Books:Hacking Marketing by Scott Brinker - Agile Practices to Make Marketing Smarter, Faster, and More InnovativeDharmesh Shah - Founder & CTO, HubSpotDave Gerhardt - Founder, Exit Five