OnBase: Smashing Sales and Marketing Misalignments

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

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.

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

Episode Summary In this episode of OnBase, host Paul Gibson talks with AI growth expert Clemens Deimann about how AI transforms demand generation. Clemens highlights AI’s role in enhancing marketing through predictive analytics, audience segmentation, campaign optimization, and real-time simulations. He also shares strategies for overcoming AI adoption challenges and emphasizes using AI to complement human intuition. This conversation offers practical advice and recommendations for leveraging AI in marketing. About the guest Clemens Deimann is a recognized leader and innovator in Demand Generation, with expertise in integrating AI into marketing strategies. His career journey is marked by a deep commitment to optimizing and scaling Demand Generation processes, which he has sharpened through pivotal roles at leading global companies like Google and LinkedIn. Now at Algomarketing, Clemens is leveraging his extensive experience to drive the future of Demand Generation, ensuring that companies can navigate and thrive in the rapidly evolving digital landscape. Connect with Clemens Key takeaways - AI in Marketing: AI enhances human intuition by providing data-driven insights, enabling better decision-making in demand generation and closing pipeline gaps efficiently. - Key AI Levers: Marketers can use AI to dynamically segment audiences, refine value propositions for personalized messaging, and optimize campaign channels and timing. - Real-Time Optimization: AI-powered simulations allow marketers to predict and tweak campaign performance before execution, reducing trial-and-error cycles. - Overcoming Challenges: Adoption barriers like use case identification and cost concerns can be addressed through rapid prototyping to test AI solutions effectively. - Zero-Party Data: Allowing users to set communication preferences builds trust, supports hyper-personalization, and aligns with privacy-conscious trends. - AI as a Partner: AI complements human roles by acting as a productivity-enhancing tool rather than replacing marketers or sales professionals. Quotes On AI-Driven Campaign Optimization: "AI enables real-time campaign optimization, allowing marketers to tweak audience targeting, messaging, and channels before execution." On Zero-Party Data: "Allowing users to set communication preferences builds trust and supports hyper-personalization, aligning with privacy-conscious trends." Podcast: All-In Podcast: Clemens suggests this podcast for its comprehensive coverage of macroeconomic trends, industry developments, and insights into the future of AI. ⁠Connect with Clemens⁠ ⁠| ⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠| ⁠⁠⁠⁠⁠Website

Episode Summary In this OnBase episode, Chris Moody talks with Tyler Pleiss, Associate Director of Growth Marketing at Movable Ink, about transforming Account-Based Marketing (ABM) from a tactical tool into a strategic go-to-market approach. Tyler shares insights on aligning ABM with enterprise goals, fostering cross-functional collaboration, and leveraging AI for efficiency. He emphasizes the importance of targeted personalization, strategic account prioritization, and focusing on measurable outcomes to drive impactful results. About the guest Tyler Pleiss is a seasoned marketing professional with extensive experience in account-based marketing (ABM) and growth marketing strategies for B2B organizations. Currently serving as Associate Director of Growth Marketing at Movable Ink and a member of the Executive Council at ForgeX, Tyler also consults on marketing strategies at TACK and founded The Pleiss is Right, LLC., a platform dedicated to ABM insights. Previously, Tyler held key roles at Clari, where the focus was on establishing growth marketing for the Strategic Industries segment, and at Terminus, leading strategic ABM initiatives. Additional experience includes positions at Quantum Workplace, Signal 88 Security, and Courtside Marketing. Tyler earned a Master's degree in Management with a Marketing focus from Bellevue University and a Bachelor's degree in Business/Sports Management from Buena Vista University. Connect with Tyler Pleiss Key takeaways - ABM as a Strategic Lever: Reframe ABM as a strategic tool driving measurable business goals like upsells and new market expansion. - Aligning Enterprise Teams: Connect ABM strategies to top company objectives, ensuring alignment across marketing, sales, and SDRs. - Data-Driven Insights: Use analytics to target high-value accounts with the greatest revenue potential. - Cross-Functional Collaboration: Strengthen team alignment through structured communication and project management. - AI for Efficiency: Leverage AI tools to streamline account research, content creation, and campaign execution. - Human-Centric Personalization: Maintain deep personalization by focusing on fewer, high-priority accounts. - Smart Budget Decisions: Double down on marketing channels proven to contribute to pipeline and revenue. - Team Buy-In: Engage sales leaders and SDRs to embed ABM into shared revenue strategies. - Balanced Automation: Use automation for efficiency while preserving authentic, human-led interactions. - Long-Term Relationships: Build lasting connections with key accounts for sustained growth. - Iterative Improvement: Continuously refine ABM tactics using team feedback and performance data. - Targeted Personalization: Scale personalization efforts strategically without sacrificing quality or impact. Quotes On Shifting ABM to Strategy: "ABM isn't just a marketing tactic—it’s a strategic framework that ties directly to enterprise goals like growth and expansion." On GTM Alignment: "Success in ABM comes when marketing, sales, and SDR teams rally around shared objectives and prioritize the right accounts together." On Data Utilization: "Data-driven insights aren't optional; they’re the backbone of any effective ABM program, helping us focus on accounts that truly matter." Connect with Tyler Pleiss | ⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠| ⁠⁠⁠⁠Website

Episode Summary In this episode of OnBase, host Chris Moody talks with Scott Clark about transforming B2B sales through a buyer-centric, data-driven approach. Drawing from his 30 years of experience in enterprise sales and marketing, Scott shares insights on aligning sales and marketing, leveraging data for efficiency, and integrating CRM and AI tools to enhance customer engagement. He emphasizes the importance of understanding buyer behavior, fostering collaboration, and adapting to digital transformation to drive growth and competitiveness. This conversation offers actionable advice for anyone navigating the evolving sales landscape. About the guest Scott Clark, Vice President of America Sales at CTG, is a 30-year industry veteran helping clients achieve digital transformation. Mr. Clark earned a bachelor’s degree in Marketing from Butler University, a master’s degree in Management from Harvard University, and is a National Association of Corporate Directors member. Prior to Computer Task Group, Inc. (Nasdaq: CTG), he was the VP of Sales at Ensono, a technology adviser and managed service provider. Before Ensono, he was the Vice President of Sales for the Managed Services Division at NTT Limited (NTT). Before NTT, he served as the Chief Marketing Officer at ConvergeOne. Connect with Scott Key takeaways - Shift to Buyer-Centric Sales: Organizations must adapt to buyers' preferences for self-research and personalized experiences, focusing on being consultative rather than seller-driven. - Data-Driven Strategies: Leveraging data for better forecasting, decision-making, and personalization is essential for reducing sales cycles and improving customer engagement. - Sales and Marketing Alignment: Collaboration between sales and marketing is critical to achieving consistent messaging, targeting, and driving efficiency in the customer journey. - Adopting Technology: Tools like CRMs, marketing automation platforms, and AI-driven insights are foundational for enhancing sales processes and creating competitive differentiation. - Change Management: Successfully navigating sales transformation requires leadership skills to manage mindset shifts, processes, and emotions associated with organizational change. - Focus on Growth Metrics: Understanding and optimizing conversion rates, customer lifetime value, and demand generation efficiency are vital for sustainable growth. - Importance of Data Literacy: Sales teams must be adept at interpreting and applying data insights to make informed decisions and strengthen customer relationships. Quotes On Buyer-Centric Models: "Buyers expect to be taught, to learn something, and to gain knowledge in their decision-making process—not to be told what to do." On Personalization: "Personalize it to me, align it with my organization and my role. Buyers today demand relevance at every step." Books:- The Challenger Sale by Matthew Dixon and Brent Adamson: This book explores the importance of teaching, tailoring, and taking control in sales conversations. - Building a StoryBrand by Donald Miller: It emphasizes the power of storytelling in marketing to clarify messages and engage customers. - Predictable Revenue by Aaron Ross: This guide offers insights into building scalable sales processes and generating consistent revenue. Blogs: - HubSpot Blog: A comprehensive resource covering topics in marketing, sales, and customer service. - Sales Hacker: Provides practical advice and strategies for modern sales professionals. Newsletters:The Lean Startup Newsletter: Offers insights into agile methodologies and innovative business strategies. ⁠Connect with Scott⁠ ⁠| ⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠| ⁠⁠⁠Website

Episode Summary In this episode of OnBase, host Chris Moody sits down with marketing powerhouse Elizabeth Hague to explore the pivotal role of brand building in driving responsible growth and long-term revenue success. Drawing from her 15 years of experience, Elizabeth shares actionable insights on breaking down silos, aligning the brand with demand, and fostering customer obsession to create unified, revenue-driven strategies. From navigating B2B and B2C landscapes to leveraging AI for efficiency, she offers bold perspectives on category leadership, measurable brand success, and overcoming skepticism from boards and CFOs. Tune in to learn how a strong brand foundation can transform your business for 2025 and beyond. About the guest Elizabeth Hague is a seasoned marketing executive with 15 years of experience scaling brands and driving revenue growth. She has shaped a $2.3B valuation brand, scaled two companies to acquisition, and advised over 115 businesses. Recognized as one of Georgia's "Most Remarkable Women" for her mentorship of female entrepreneurs, Elizabeth specializes in aligning brand, demand, and product strategies for pre-IPO companies. With a focus on customer obsession and measurable impact, she empowers teams to deliver full-funnel marketing success and long-term growth. Connect with Elizabeth Key takeaways - Brand as a Revenue Driver: Elizabeth emphasizes that brand building is critical for responsible growth and long-term success, bridging the gap between customer trust and measurable revenue outcomes. - Unified Marketing Approach: Breaking down silos between brand, demand, and product teams is essential for a cohesive strategy that drives category leadership and sustainable growth. - Customer Obsession Wins: A customer-first approach fuels brand trust, repeat business, and long-term revenue, making customer success a key component of marketing strategies. - A brand is Measurable: Contrary to popular belief, brand initiatives can and should be tied to measurable outcomes, such as pipeline influence, customer retention, and category leadership metrics. - Leadership in Uncertainty: In tough economic times, aligning brand strategy with revenue goals helps companies navigate challenges and emerge stronger. - Leveraging AI in Marketing: Elizabeth advocates for using AI to enhance efficiency, from streamlining content creation to personalizing customer experiences, while keeping a human touch. - Advocating for Brand Investment: To address skepticism from boards or CFOs, marketers must connect brand strategy to tangible business outcomes, such as improved onboarding, NPS scores, and trust-building initiatives. - Adapting Across B2B and B2C: Drawing from her experience in both spaces, Elizabeth underscores the importance of tailoring brand strategies to industry-specific needs while focusing on customer value. Quotes On Brand and Revenue Alignment: "Brand isn't just about aesthetics; it's a strategic asset that, when aligned with revenue goals, drives sustainable growth." On Customer-Centric Strategies: "Putting the customer at the heart of your brand strategy transforms them into advocates, fueling long-term success." Recommended Resource Books - "Stealing the Corner Office": A practical and concise book providing insights on navigating workplace politics and leadership.- “Revenue Architecture”: Elizabeth mentioned this new book, focusing on the bow-tie revenue model and aligning revenue leaders across marketing and sales. ⁠Connect with Elizabeth⁠ | ⁠⁠Follow us on LinkedIn ⁠⁠| ⁠⁠Website

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 HuynhRecommended Resource BooksEmotional 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

Episode Summary In this Special episode celebrating the release of our 500th episode, OnBase welcomes Demandbase CEO Gabe Rogol to discuss the company’s recent rebrand and the future of account-based GTM strategies. Gabe shares the vision behind the transformation, emphasizing Demandbase’s commitment to solving modern B2B challenges through enhanced integration, transparency, and AI-driven automation. He explains how these changes aim to better align marketing and sales efforts for long-term account success. Gabe also dives into the next phase of account-based strategies, highlighting new insights, data strategies, and automation that will drive alignment and efficiency across teams, shaping Demandbase’s path forward. About the guest As the Chief Executive Officer of Demandbase, I'm responsible for fulfilling the company's mission of transforming how B2B companies go-to-market. Since joining Demandbase in 2012, I've been committed to setting the product and corporate strategy for the company. Throughout my two-plus decade career, I've held various leadership positions, including managing world-class customer service and sales teams at IDG and other leading publishers. I received my BA in Comparative Literature and Russian Language and Literature from Brown University. Connect with Gabe Rogol Key takeaways - Purposeful Rebranding: Demandbase’s rebrand isn’t just cosmetic—it reflects a strategic shift to address evolving B2B needs. Gabe highlights the importance of aligning brand, product, and go-to-market strategy to better meet customer challenges. - Account-based GTM as a Strategic Approach: Gabe emphasizes that account-based go-to-market strategies should be treated as a C-suite initiative rather than a marketing tactic. This shift requires cross-functional alignment, especially between marketing and sales, to maximize account lifetime value. - Enhanced Data Strategy: Successful account-based approaches rely on robust data strategies. Gabe discusses how integrating various data sets—like intent, engagement, and firmographics—is essential to provide actionable insights and ensure alignment. - The Role of AI and Automation: AI-driven automation is key to the future of account-based strategies, reducing manual tasks and delivering actionable insights on audience targeting, messaging, and engagement across platforms, creating a more efficient and effective go-to-market approach. - Focus on High-Value Accounts: Demandbase’s approach prioritizes identifying and aligning resources with accounts that offer the greatest potential lifetime value, shifting focus from broad lead generation to targeted engagement with the right customers. Quotes On Rebranding: “Rebranding isn’t just a new look; it’s a whole-company initiative. It’s about understanding where our market is going and clarifying what we want to represent in this new era for Demandbase and the account-based go-to-market category.” On Strategic Alignment: “An account-based approach should be a C-level strategic initiative—not just a marketing tactic. Aligning sales, marketing, and operations around high-value accounts is essential for long-term success.” On Data and Intent: “Intent data is powerful, but it’s just one piece of the puzzle. Real success comes from layering intent with technographic, firmographic, and engagement data to create a holistic, actionable view of target accounts.” On the Future of Account-Based Marketing: “We’re entering a new phase focused on automation and insights. By delivering audience, message, and action insights across platforms, we’re setting the stage for a more efficient and impactful go-to-market strategy.” On AI’s Role: “AI has the potential to fulfill the true promise of account-based marketing by automating complex processes and delivering the insights teams need to focus on what really matters: driving value for high-impact accounts.” ⁠Connect with Gabe Rogol⁠ | Follow us on LinkedIn | Website

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 the importance of marketing demonstrating its contribution to sales outcomes, not just brand-building. He also shares insights on leveraging AI tools while cautioning against replacing human sales roles. Overall, Kyle provides practical advice for B2B marketers seeking to improve cross-functional alignment and drive business growth. About the guest Kyle has spent the last 17 years building, scaling, failing, and winning in high-growth software. He’s currently serving the Jellyfish team as their CMO, and before joining the Jellyfish “bloom,” he had the pleasure of building a company called Lessonly. He has also been fortunate to lead teams at Seismic, OpenView, Salesforce, and ExactTarget. But most importantly, he is the father to two wonderful boys, an energetic dog, and one too many books on World War II. Connect with Kyle Lacy Key takeaways - Cross-functional alignment: Success in sales and marketing hinges on aligning around shared performance metrics e.g., pipeline, revenue) and fostering collaboration across teams. - Focus on key numbers: Misalignment often occurs when sales and marketing teams aren’t tracking the same metrics. Agreement on crucial numbers is vital for achieving alignment. - Sales and marketing collaboration: Understanding the sales model, including pipeline coverage and quota attainment, is critical for marketers to contribute effectively to revenue. - Importance of brand: While brand building is essential, it must always tie back to measurable business results like pipeline and bookings. - AI in marketing: AI is useful as an assistant for research, content creation, and data analysis, but it’s not yet capable of fully replacing human tasks, especially in prospecting. - Engaging content: Effective case studies and white papers should focus on clear ROI data rather than just promotional content, making them more engaging and useful for prospects. - Documentation and process: Having a well-documented process and alignment on definitions like MQLs) helps prevent confusion and misalignment between teams. - Marketing’s goal: The ultimate purpose of marketing is to help sales close deals, and success is determined by contributions to pipeline and quota. Quotes "Nobody cares about your brand campaign if your sales team hits 40% quota attainment." "If you're not aligned with the sales leader and not looking at the same numbers, eventually it's going to break." Recommended Resource Books "Elon Musk" by Walter Isaacson: Kyle recommends this biography for its insights into the mindset of innovators with extreme urgency and ambition. Newsletters Ultra Successful by Dr. Julie Gurner: A paid newsletter Kyle highly recommends. He praises Dr. Gurner for her brilliant insights, noting that it’s one of the few newsletters he subscribes to. ⁠Connect with Kyle Lacy⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ |⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website

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 enhance collaboration and avoid redundant efforts. Ari suggests that innovation often requires a fresh look at existing technologies, not just new tools, and recommends books like Crossing the Chasm and The Four Agreements for personal and professional development. About the guest Aristomenis Capogeannis is the Senior Director of Enterprise Revenue Marketing at Nvidia. With over 20 years of experience, Ari is an expert marketing technologist focused on demand creation and marketing led growth via data-driven strategies. He has successfully led marketing transformations from an operations and organizational standpoint, delivering growth and subsequent marketing attribution to pipeline driving acquisition and funding milestones in the Financial SaaS, Robotic Process Automation, and Networking industries. Connect with Aristomenis Capogeannis Key takeaways - Misalignment between sales and marketing can hinder data and AI transformation, increasing costs and harming competitive advantage. - A unified “single source of truth” is essential for effective collaboration and reducing redundant efforts. - Successful data-driven strategies require actionable insights that resonate across all levels, especially at the executive level. - Innovation often involves leveraging existing technologies more effectively rather than constantly seeking new tools. - Bringing fresh perspectives and talent can provide novel insights and boost organizational growth. Quotes “Misalignment between sales and marketing can turn your brand into the spammy brand nobody wants to talk to.” “Innovation doesn’t always mean buying new technology. It often requires stepping back and rethinking how to better use what you already have.” Recommended Resource Books: - Crossing the Chasm by Geoffrey A. Moore - The Four Agreements by Don Miguel Ruiz ⁠Connect with Aristomenis Capogeannis⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ |⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website

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 right marketing mix based on organizational maturity, and prioritizing accounts and leads in an account-based strategy. Jayashree also highlights common challenges in marketing automation, such as data silos, and the need for vendor support and empathy. Throughout the conversation, she shares insights and recommendations that underscore the value of empathy, continuous improvement, and a customer-centric mindset in driving marketing and sales success. About the guest Jayashree Rajan is a seasoned marketing and product management professional with over 20 years of experience in both B2B and B2C sectors. With a background in programming languages and enterprise software development, she has a unique ability to build marketing infrastructures from the ground up and optimize IT marketing frameworks. Jayashree's management philosophy is rooted in collaboration, leading by example, and fostering team growth. She is passionate about mentoring women and draws on her journey to encourage others to break barriers. Her focus remains on leveraging technology to drive marketing excellence and customer engagement. Connect with Jayashree Rajan Key takeaways- To align marketing and sales build relationships based on empathy and trust, have joint ownership of goals, and work backward from revenue targets. - When balancing inbound and outbound marketing, Jayashree recommends starting small with outbound, training the sales team, and gradually expanding the approach based on success and organizational maturity. - To determine the right mix of inbound and outbound look at past performance, ROI of tactics, and the team's skills and comfort level, then continuously adjust the approach. - For account-based marketing, Jayashree stresses the importance of marketing keeping in touch with target accounts, building their interest, and prioritizing MQLs based on demonstrated intent and engagement. - Key challenges in marketing automation include data silos from too many tools, which can be addressed by simplifying the tech stack and consolidating data to reduce friction for sales. Quotes"Leads don't mean much. It's the opportunities. At the end of the day, we all win when you have the right opportunities." -Jayashree Rajan Recommended Resource Books: - The Advantage by Patrick M. Lencioni⁠⁠⁠Connect with Jayashree Rajan⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ |⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website

Episode SummaryIn 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 expertise in specific areas. She discusses AvePoint's consistent go-to-market strategy, which is centered around a buyer journey framework spanning five stages from "horizon scanners" to "clients." Julie emphasizes the importance of aligning the entire organization around this framework and associating each stage with specific metrics. She also highlights the value of investing in the next generation of marketers, focusing on cultivating curious, risk-taking individuals who can bring diverse perspectives. Looking ahead, Julie predicts a shift towards targeting end-users rather than just economic buyers, underscoring the need for adaptable, data-driven marketing strategies. About the guest Julie Liu is the Senior Vice President of Global Marketing at AvePoint, a SaaS and data management platform that manages and protects data to secure collaboration in the Microsoft Cloud, SharePoint, Salesforce, and Google. Julie is an industry-recognized marketing leader, most recently mentoring others to create scalable marketing strategies, launching a sustainable global partner program, and establishing AvePoint as a publicly traded company. Connect with Julie Liu Key takeaways- Embrace a "T-shaped" approach to marketing - be a strong generalist with deep expertise in specific areas. This versatility is crucial as the marketing landscape continues to evolve. - Implement a consistent, organization-wide buyer journey framework to align sales, marketing, and customer success. AvePoint's 5-stage model (horizon scanners, explorers, hunters, active buyers, clients) helps drive targeted strategies and metrics. - Empower and invest in the next generation of marketers. Look for self-starters, problem-solvers, and risk-takers who bring diverse perspectives, not just those who think like you. - Anticipate a shift towards targeting end-users, not just economic buyers, as AI and technology increasingly influence the buyer's journey. Adapt marketing strategies to focus on overall account growth, not just individual leads. - Establish "strategic plays" where all resources are concentrated to achieve significant, measurable outcomes, rather than spreading efforts too thin across multiple initiatives. - Leverage inspiring figures like Paid Playa, Scott Brinker, and Brene Brown to inform your marketing approach, from martech to interpersonal relationships. Quotes"I will never stop learning, because the market changes, right? So the second that I get comfortable is the second I become useless." -Julie Liu Recommended Resource Books: - Transforming the B2B Buyer Journey - Hacking Marketing - Brene Brown’s books ⁠Connect with Julie Liu⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ |⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website

Episode SummaryIn 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 group size and website engagement, but increases in conversion rates and marketing investment. Avishai emphasizes the critical role of storytelling and audience captivation in supporting the buyer's process, rather than solely focusing on lead capture. He provides recommendations for better alignment between marketing and sales teams around target accounts and the use of listening technologies and AI to optimize account-based efforts. Avishai predicts that ABM's future evolution will center on understanding anonymous buying groups and orchestrating seamless journeys across multiple channels. About the guest Avishai Sharon, Co-founder and CEO of Trendemon, is a passionate entrepreneur with 20 years of experience in the marketing and sales technology landscapes and their transformative potential. Prior to leading Trendemon, a company revolutionizing the way B2B marketers can effortlessly optimize website experiences and orchestrate buyer journeys, Avishai founded GISight, a leading software development agency serving Fortune 500 customers. He developed his leadership skills during his tenure as an officer in the Israeli Air Force, serving in various key technological roles. Connect with Avishai Sharon Key takeaways- Traditional demand generation tactics are becoming increasingly ineffective, leading to the rise of account-based marketing (ABM) as a solution. - Buyer behavior has shifted, with buyers remaining more anonymous and having greater control over their journey. This has resulted in low conversion rates from MQLs to pipeline. - Data analysis by Trend Demon reveals decreases in buying group size and website engagement but increases in conversion rates and marketing investment, indicating a potential shift from the bear economy. - Storytelling and consistently captivating audiences are critical for demand generation, moving beyond just lead capture. This requires educating leadership on the new marketing landscape. - Sales teams need to focus on listening and providing value to support the buyer journey, with the gap between good and poor sales performance widening. - Alignment between marketing and sales around target accounts is essential, with a shared understanding of the buying group and the inputs required to qualify and vet accounts. - Leveraging listening technologies and AI can help uncover insights, personalize content, and orchestrate buying group journeys across multiple channels, which is a key focus for the future evolution of ABM. Quotes"If we are doing our job correctly, we are saving our buyers time. And I think this should be probably the main benefit, or the main advantage, or the objective of any go to market organization." -Avishai Sharon Recommended Resource Podcasts: - NexGen CMO with Kelly Hopping - Nick Bennett’s People-First GTM Model on Marketing Powerups podcast Connect with Avishai Sharon⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ |⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website

Episode SummaryIn 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 importance of understanding leadership's priorities and building consensus, even when different metrics and priorities exist across functions. About the guest Christopher Mael has been the Director of Sales and Operations Planning for Precor subsidiary Peloton and the fitness space for the last five years. Previously he worked for Loud Technologies, a global leader in performance professional audio equipment for over 12 years. Connect with Christopher Mael Key takeaways- Make alignment meetings the most enjoyable part of the month by facilitating difficult conversations and bringing diverse perspectives together - Build consensus and align perceptions by creating space for honest conversations and understanding leadership's priorities - Address misconceptions about alignment, as it is not a given and can prevent teams from being on the same page Quotes"The biggest misconception about alignment is that it exists most of the time. You get into a meeting and people think they're all on the same page, and they might even be grumpy, like, why are we even having this meeting?" -Christopher Mael Recommended Resource Books- "Fundamentals of Demand Planning and Forecasting" by Chamal Jain - "Demand Management Best Practices" by George Palmatier and Colin Crum Journals- Journal of Business Forecasting by Institute of Business Planning and Forecasting⁠Connect with Christopher Mael⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ |⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website

Episode SummaryIn 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 projects, including setting expectations, keeping the core team small, and trusting the process even when faced with criticism. He emphasizes maintaining a company's core values and culture while adapting to changing market needs. The episode also explores potential pitfalls in B2B branding, such as over-relying on competitors and seeking too many subjective opinions. About the guest Bill Kenney is the Co-founder, Partner, and CEO of Focus Lab and Odi, two global B2B branding agencies. Past clients include Marketo, Salesloft, Zuora, Braze, Outreach, LaunchDarkly, Twilio, Adobe, ASAPP, Luminate, Netflix, Shopify, and many others. Bill is also the author of the Amazon best-seller "Conquer Your Rebrand." When he's not working you can find Bill in one of three places: his couch, the local Jiu-Jitsu gym, or his camper in Vermont. Connect with Bill Kenney Key takeaways- Common reasons for rebranding include company maturity, M&A activity, trademark issues, and the need to differentiate from competitors. - Tips for successful branding projects include setting expectations, keeping the core team small, and trusting the process even when faced with criticism. - Maintaining a company's core values and culture is crucial when rebranding, as it helps bring the brand's heart and soul forward. - Potential pitfalls in B2B branding include over-relying on competitors, seeking too many subjective opinions, and over-emphasizing measuring ROI. - AI can be a useful tool in enhancing visual storytelling, but it cannot replace the human interaction and strategic decision-making required for successful branding. Quotes"The brand is going to be so much larger and different in received through different meanings than what it is when you're creating it." -Bill Kenney Recommended Resource Books: - “Daring Greatly” by Brene Brown - “Can't Hurt Me” by David Goggins - “Traction” by Gino Wickman - “The Infinite Game” by Simon Sinek Podcasts:- A Bit of Optimism hosted by Simon Sinek ⁠Connect with Bill Kenney⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ |⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website

Episode SummaryIn 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, service, and product teams around a shared go-to-market strategy and customer-centric approach. He also provides recommendations for using AI in marketing to empower sales teams, as well as books, podcasts, and industry experts that listeners should check out. About the guest Peter Bregman is a seasoned professional with over 15 years of experience propelling organizational growth across diverse sectors. Peter has expertly navigated complex business landscapes, assisting various companies, from startups to Fortune 150s, in both B2B and B2C markets. His approach emphasizes collaboration and building strong alliances across Marketing, Sales, Product, and Tech teams to ensure success. Committed to delivering actionable strategies, Peter empowers businesses to drive substantial growth through strategic innovation. Connect with Peter Bregman Key takeaways- The traditional "marketing qualified lead" (MQL) metric is flawed and doesn't accurately reflect the relationship between marketing and sales. Marketers should focus on "marketing qualified accounts" (MQAs) instead. - Aligning marketing, sales, service, and product teams around a shared go-to-market strategy and customer-centric approach is crucial for successful B2B growth. - AI can be a valuable tool in marketing, but it should be used to empower sales teams, not replace them. The key is finding specific use cases and having enough data to train the AI models effectively. Quotes"Quality Matters way more than quantity, prospects have to be at the right place in their buying cycle, the ideal customer profile has to match, and generating a whole bunch of leads is really just resulting in bad conversion metrics, distrust between marketing and sales." -Peter Bregman Recommended Resource Books:- "Invisible Rulers" by Renee de Resta - A fascinating look at how influence and ideas spread on the internet and the creation of "bespoke realities" on social media. Podcasts:- "Planet Money" - An entertaining economics podcast - "Hard Fork" - A podcast covering the state of technology - "In Depth" from First Round Capital - Interviews with founders of companies they've invested in ⁠Connect with Peter Bregman⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ |⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website

Episode SummaryIn 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 avoid overfitting, to validate outputs and understand the reasoning behind recommendations, especially for high-stakes decisions. Overall, the discussion highlights the potential for AI to create new opportunities in marketing by enabling more data-driven, scientific practices, and recommends that marketers learn about machine learning concepts to become more proficient in this area. About the guest Mana Ionescu is a digital marketing leader and Head of Digital Marketing at Axos Bank in San Diego. A former agency founder, Mana loves to demystify complex marketing concepts and debunk digital marketing myths. She teaches at the Kellogg Professional Certificate in Digital Marketing and is a sought-after keynote. In her free time, Mana likes to explore the peaks and valleys of our beautiful earth: hiking and SCUBA diving. Connect with Mana Ionescu Key takeaways- Implement ethical and unbiased AI practices through diverse data, regular audits, and transparency - Ask fundamental questions about AI models, like how they avoid overfitting, to validate outputs - Maintain visibility into the "why" behind AI recommendations, especially for high-stakes decisions - Embrace AI's potential to create new opportunities in marketing by enabling more data-driven, scientific practices - Recommend that marketers learn about machine learning concepts to become more proficient Quotes"We can't have a black box. You need to be able to explain to stakeholders how the AI models work and the risks involved." -Mana Ionescu ⁠Connect with Mana Ionescu⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ |⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website

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 the importance of understanding customer needs, monitoring trends, and using an innovation pipeline framework to guide strategy development. She advocates for quality over quantity in marketing efforts, recommending targeted campaigns for specific audiences rather than broad, unfocused approaches. Sakal underscores the value of curiosity and asking better questions to drive growth and innovation in marketing and product development. About the guest With a passion for turning complex inputs on customers, market dynamics, and competitors into smart strategies that drive growth, Victoria has spent the last decade helping companies ask better questions to get better data, source more powerful insights, and stay on top of important dynamics that matter.  Previously at Morning Consult and Kantar, Victoria now focuses on all things demand gen, product marketing, market research, and growth strategies to deliver more value for Wonder users. Connect with Victoria Sakal Key takeaways- Balance data-driven insights with intuition for effective marketing decisions - Focus on customer needs and problems when developing go-to-market strategies - Use an innovation pipeline framework to guide strategy from problem identification to launch - Prioritize quality over quantity in marketing by targeting specific audiences with tailored messages - Stay informed through industry newsletters, podcasts, and thought leaders - Embrace curiosity and ask better questions to drive growth and innovation - Align different parts of the organization for cohesive go-to-market execution - Adapt agile approaches to market research for speed and relevance Quotes "Being a degree off at your starting point can leave you a mile off down the road." -Victoria Sakal Recommended Resource Newsletters: - Scott Clary's newsletter on mental models and business inspiration - James Clear's newsletter on life frameworks and processes - Seth Godin's daily digestible content Podcasts:- Lenny's Podcast, which covers product strategy and related disciplines⁠Connect with Victoria Sakal⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ |⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website

Episode SummaryThis 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 to sales, and generating quality leads through website optimization. Sylvain also touches on implementing account-based marketing tactics and leveraging storytelling in B2B marketing. Throughout the discussion, he stresses the importance of ongoing communication between marketing and sales teams to refine strategies and messaging, providing actionable insights for B2B marketers to improve their demand generation efforts. About the guest Sylvain Awad is an accomplished and dynamic B2B/B2C marketer with extensive leadership experience and a proven track record of orchestrating and optimizing high-impact/global marketing strategies to drive organizational success. Connect with Sylvain Awad Key takeaways- Simplify messaging and avoid overcomplicated demand-gen strategies - Align marketing and sales goals, focusing on lead quality over quantity - Use similar content across verticals when addressing common pain points - Validate and qualify leads before passing them to sales - Generate high-quality leads through organic website optimization and always-on campaigns - Implement account-based marketing approaches for multiple leads from the same account - Leverage storytelling in B2B marketing and sales - Maintain ongoing communication between marketing and sales teams to refine strategies Quotes"Validating and making sure and double checking and triple checking that the lead is valid. And that makes the most sense for getting better quality leads to sales." -Sylvain Awad Recommended ResourceBooks-"The Stories That Stick" by Kendra Hall ⁠Connect with Sylvain Awad⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ |⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website