OnBase: Smashing Sales and Marketing Misalignments

In this episode of OnBase, host Paul Gibson sits down with Carolina Bräuninger from doinstruct to explore the intricacies of building a winning go-to-market (GTM) strategy. Drawing from her journey in B2B software sales and her leadership in the construction vertical, Carolina shares lessons on industry-focused pods, balancing short-term execution with long-term growth, and how to truly understand customer pain points when scaling into new markets.The conversation covers practical strategies for entering verticals, aligning sales and marketing, and leveraging AI as a productivity booster — while avoiding blind reliance on it. Carolina also sheds light on the unique challenges and opportunities in the construction industry, the value of industry expert interviews, and the importance of authenticity in sales conversations.Key TakeawaysIndustry Context Matters: GTM strategies must be tailored to verticals. Language, lingo, and stakeholder priorities vary drastically across industries.Pods Drive Relevance: Organizing teams into industry pods ensures consistent market knowledge, relevant messaging, and better marketing alignment.Mini-Milestones Over Quick Wins: Interviews with industry experts, successful demos, and early inbound signals are often more valuable than chasing premature closed deals.Sales–Marketing Alignment is Non-Negotiable: Misalignment wastes pipeline. Both teams must see themselves as service providers for one another.AI is a Time Saver, Not a Silver Bullet: When trained correctly, AI can reduce prep time by up to 70%, but human oversight and contextual understanding are essential.Authenticity Wins in Construction: Avoid jargon and buzzwords — being real and informed is critical when selling to down-to-earth industry leaders.Quotes“Marketing and sales aren’t silos. They’re service providers for each other.”Best Moments (00:50) – Carolina shares her journey from SDR to construction pod lead.(06:40) – The role of vertical-focused pods in shaping GTM.(11:30) – Unique challenges in the construction industry and the importance of authenticity.(17:40) – Mini milestones and industry expert interviews as success markers.(26:00) – Rethinking sales and marketing alignment as mutual service.(44:50) – The role of AI in GTM strategies and the need for human oversight.Resource RecommendationsPodcastsBusiness Movers (Wondery) – A podcast exploring the origins of iconic companies.About the GuestCarolina Bräuninger is a Senior Enterprise Account Executive at doinstruct, where she helps B2B customers across industries achieve their business goals. With nearly seven years of sales experience, she has built a track record of consistently exceeding targets and driving results.Carolina has also developed strong expertise in sales processes and social media communication, drawing on projects such as her podcast Girl in Sales. Beyond her role, she is passionate about mentoring sales newcomers, sharing knowledge, and empowering the next generation of professionals to succeed.⁠Connect with Carolina⁠.

In this episode of OnBase, host Chris Moody is joined by Jonathan Moran from SAS for a deep dive into decisioning in the AI era. Jonathan explains the evolving relationship between enterprise decisioning (rule-based frameworks with governance) and AI-driven adaptive decisioning, and why businesses must strike the right balance to deliver innovation without sacrificing trust or accountability.The conversation explores how organizations can integrate AI decisioning into their customer experience strategies, overcome silos across departments, and build governance frameworks that ensure ethical, explainable, and scalable AI. Jonathan also shares practical examples of modular architectures, insights from SAS research on AI readiness, and his perspective on the future of B2B marketing.This episode is a must-listen for leaders looking to responsibly embrace AI while maintaining brand integrity, compliance, and customer trust.Key TakeawaysBalance AI with Governance: AI decisioning drives agility and adaptability, but enterprise governance ensures accountability, auditability, and risk mitigation.Customer Experience Impact: Enterprise rules provide consistency, while AI refines interactions in real-time to deliver personalized, proactive experiences.Breaking Down Silos: Leaders must align people, processes, and technology to create an enterprise-wide decisioning framework instead of fragmented departmental models.Ethics & Trust: SAS research shows that while 80% of employees use generative AI daily, fewer than 10% have governance frameworks in place, underscoring a major gap.Composable Architectures: Modular, API-first frameworks enable flexibility, scalability, and lower total costs while accelerating digital transformationQuotes“AI decisioning delivers speed, but without governance, it can lead to bias, compliance breaches, and brand damage.”Best Moments (02:50) – Jonathan defines enterprise vs. AI decisioning and why balance matters.(09:30) – How AI decisioning elevates customer experience while enterprise rules ensure consistency.(13:30) – Overcoming silos: the role of people, process, and technology.(20:30) – SAS research on governance gaps and the 10 elements of a robust AI framework.(28:00) – Use cases for composable modular architectures delivering ROI and efficiency.(35:30) – The biggest challenge in B2B marketing today: measuring ROI and attribution.Tech Recommendations:SAS Customer Intelligence 360Dynamic YieldZapierSoraResource RecommendationsPodcastsMarkigy hosted by Leanne Dow-WeimerBlog and researchChief Martech blogShout-outsBrian Vellmure, a distinguished leader and strategic innovator.Keanu Taylor, Global Head of Research, The Martech WeeklyGreg Kihlstrom, Consultant, Advisor, Speaker and Coach, The Agile BrandChristopher Penn, Co-Founder and Chief Data Scientist, TrustInsights.aiRonald van Loon, Principal Analyst, CEO, Intelligent WorldBernard Marr, Best-selling author, futurist, and strategic business and technology advisor.About the GuestJonathan Moran is responsible for global marketing activities for SAS’s marketing solutions. He has over 20 years of marketing technology and customer analytics industry experience. Prior to SAS, Jonathan worked at both Earnix and the Teradata Corporation in pre-sales, consulting, and marketing roles.Over the past 25 years, Jonathan has not only architected, developed, demonstrated, and implemented analytical marketing software solutions, but he has also had the unique opportunity to work on-site with Fortune 500 customers across industries, helping them solve complex business challenges.He graduated from North Carolina State University with an undergraduate double major in Marketing and Spanish Languages and Literatures, and also holds an MBA from NC State with a concentration in Technology Commercialization.Connect with Jonathan.

Host Chris Moody sits down with Jillian Lellis to explore how AI is revolutionizing account-based marketing and the critical importance of sales-marketing alignment in modern B2B strategies. The conversation dives deep into the practical challenges of building effective target account lists, the role of AI in account prioritization, and why data quality remains the foundation of successful marketing operations. Jillian shares real-world examples of how her team at Algolia successfully transitioned from SQL-focused metrics to ABX qualified accounts, emphasizing the change management and collaborative processes required for success. The discussion also tackles the balance between leveraging AI for efficiency while maintaining the human creativity and strategic thinking that drives competitive advantage.Listen to discover actionable insights on building unified account strategies and practical approaches to AI implementation in B2B marketing.Key TakeawaysTarget Account List AlignmentSuccess requires early sales involvement and approval before going live with any target account strategy.AI as Enhancement, Not ReplacementAI improves account scoring and prioritization but requires human oversight and verification to avoid costly mistakes.Data Foundation FirstYou cannot automate or AI-optimize broken processes - solid data quality and operational foundations are essential.Start Small with AIBegin with specific use cases rather than trying to automate everything at once.Sales-Marketing CollaborationRegular check-ins and clear communication remain critical, even as AI handles more routine tasks.Quotes"Trust, but verify. AI can be wrong, and you can't just blindly trust it."Best Moments (02:31) – Data Analytics Evolution Jillian's unique journey from heavy equipment to FinTech to marketing operations(05:49) – Target Account List Strategy The difference between ICP and TAL, and why sales alignment is non-negotiable(12:12) – AI in Action How predictive models and journey stages are transforming account prioritization(18:57) – AI Gone Wrong Real examples of when AI provides incorrect data and the importance of verification(25:11) – Sales-Marketing Collaboration A manager's creative AI pilot project for contact prioritization(29:33) – The Future of ABM How AI is changing account scoring beyond traditional data modelsTech Recommendations:Hex – Data analytics and coding platformChatGPT – AI assistance for documentation and workflow optimizationClaude – AI tool particularly effective for coding tasksResource RecommendationsPodcastsMorbid – True crime podcast (Jillian's personal favorite for non-work listening)Shout-OutsSarah McNamara - Founder @ #samsalesCarly Taylor - Field CTO, Gaming, Databricks.About the GuestJillian Lellis is a Data-driven GTM operator with 15+ years of experience spanning marketing ops, analytics, and data science. Jillian started her career building predictive models and experimenting with customer segmentation—and now she builds scalable systems that align GTM strategy, pipeline health, and operational excellence. Currently making AI-powered search smarter at Algolia.Website: ⁠www.algolia.com⁠⁠Connect with Jillian⁠.

In this episode of OnBase, host Chris Moody sits down with Phil Hernandez and Tina Katic-Michalos to explore how organizations can rethink their go-to-market strategies in the era of AI. They discuss the misconceptions surrounding AI adoption, the critical role of clean data, and how to maintain human connection while embracing automation.Phil and Tina share real-world insights from leading transformations across industries—covering everything from AI-native sales teams to alignment across marketing, sales, and customer success. They also highlight the importance of building customer journeys, experimenting with AI tools, and setting KPIs that truly drive impact.Whether you’re navigating sales enablement, operational alignment, or the chaos of AI-driven change, this episode offers actionable steps to stay ahead.Key TakeawaysAI isn’t a silver bullet: Without clean, structured data, AI only amplifies dysfunction. Human oversight is essential to make it effective.Customer journeys drive alignment: Mapping end-to-end journeys helps unify marketing, sales, and customer success around shared KPIs.AI must enhance—not replace—human touch: Leaders must balance automation with authentic connections to maintain trust.Becoming AI-native is critical: Teams need exposure, training, and comfort with AI before embedding it into processes.Focus on the right metrics: Identify true north-star KPIs and align the entire go-to-market team, avoiding vanity metrics.Experiment and iterate: With AI capabilities evolving rapidly, leaders should embrace experimentation and test new use cases.Quotes“If you haven’t built out your customer journey, you don’t know where AI fits. Start there, then enhance.” – Phil Hernandez“This is the perfect time to rethink GTM strategies—AI is still new, and the room for trial and error is huge.” – Tina Katic-MichalosBest Moments (02:26) – Why leaders must rethink go-to-market strategies now.(05:08) – Tina breaks down misconceptions: clean data and humans-in-the-loop.(09:20) – Phil explains balancing AI adoption with authentic human connection.(11:40) – Tina outlines how shared KPIs and customer journeys unite sales and marketing.(15:36) – Real-world example: AI-driven lead scoring boosts conversion by 30%.(19:12) – Phil on getting teams “AI-native” and overcoming resistance.(22:22) – Actionable steps: demos, data hygiene, experimentation.(26:29) – Phil’s advice: focus on KPIs that truly matter, cut the noise.Resource recommendationsBooksAtomic Habits by James Clear – plus his insightful newsletter.Influence: Science and Practice by Robert Cialdini – a classic on understanding customer psychology.PodcastsMarketing SpeakShout-OutsStephan Spencer, SEO Expert, Author, and Speaker.Sara McNamara, Founding Revenue Operations & GTM Strategy Lead.Jason Lemkin, Sasstr founderBrian LaManna, Enterprise Account Executive, Gong.Kyle Coleman, Global VP Marketing, ClickUpAbout the GuestsTina Katic-MichalosTina Katic-Michalos is Sr. Director of Demand Generation at TaskUs, where she drives measurable growth by transforming complex revenue operations into streamlined, scalable systems. With more than a decade in B2B marketing, she has deep expertise in pipeline management and process optimization, consistently delivering outcomes that accelerate revenue performance.Connect with Tina.Phil HernandezPhil Hernandez is Vice President of Sales Services at TaskUs, bringing nearly 20 years of experience in shaping go-to-market strategy, designing organizational structures, and leading revenue growth. His background spans P&L ownership, forecasting, customer operations, and M&A integration, with a proven track record of building scalable organizations and driving long-term growth.Connect with Phil.

In this episode of OnBase, host Chris Moody talks with Scott Neuman, VP of Marketing at Calix, about how broadband providers can move beyond competing on price and speed to deliver personalized, value-driven experiences. Scott shares lessons from his career in advertising, IBM, and Calix, highlighting how data, AI, and “campaigns in a box” empower even small teams to succeed. From proactive customer touchpoints to unconventional ideas like “grandparent gamer” packages, this episode offers practical strategies for redefining marketing in broadband and beyond.Key TakeawaysDon’t Compete on Price & Speed Alone: Broadband must shift from commodity marketing to value-driven offerings like parental controls, security, and ease of use.Positive Touchpoints Matter: Most subscriber interactions are negative (billing, outages). Providers must create proactive, goodwill-building moments.AI + Data = Competitive Advantage: Data-driven insights enable micro-segmentation, predictive problem solving, and tailored offerings for subscribers.Empowering Small Teams: Calix’s “campaigns in a box” and customer success teams give small regional providers the resources of a big marketing agency.Unconventional Bets Win: From senior gaming packages to employee social advocacy, bold strategies can differentiate in crowded markets.Quotes“Stop selling gig speeds and price tags. Start selling peace of mind, security, and better lives.”-Scott Newman emphasizes that marketers should shift their focus from competing on features and price to competing on value and customer experience.Best Moments (00:24) – Scott shares his three career chapters: advertising, 18 years at IBM, and his current role at Calix.(02:41) – Why broadband providers must move beyond selling speed and price, and instead market experiences like parental controls and security.(07:51) – Proactive customer engagement and how Calix uses quality-of-experience (QoE) scores to build positive touchpoints.(10:51) – Extending connectivity beyond the home: outdoor Wi-Fi, community broadband, and differentiating from “fast and cheap” competitors.(20:56) – How Calix’s “campaigns in a box” and customer success teams empower even the smallest providers to market like pros.(23:55) – The rise of unconventional packages, including “grandparent gamer” bundles and work-from-home segmentation.(28:01) – Unlocking employee advocacy and building social “armies” to amplify the brand authenticallyTech recommendationsAccount-based marketing platformsResource recommendationsPodcastsArtificial Intelligence ShowShout-OutsJon Iwata, Executive Chair, Data and Trust Alliance and former Chief Brand Office IBM, for inspiring Scott with visionary branding and mission-driven messaging.About the GuestScott Neuman is a seasoned marketing professional with over 30 years of experience, specializing in the intersection of technology and marketing strategy. Currently serving as the Corporate Vice President of Marketing at Calix, he has a proven track record of driving double-digit growth through innovative marketing strategies. Scott's expertise spans various domains including B2B marketing, demand generation, and integrated marketing communications, making him a catalyst for organizational transformation. He holds an MBA from Cornell and a Certificate in Disruptive Strategy from Harvard Business School Online. Beyond his professional achievements, Scott is also a dedicated family man, residing in Norwich, Vermont with his wife and three children. His passion for storytelling and customer-centric marketing helps brands connect meaningfully with their audiences, ensuring their challenges are met with effective solutions. Scott's leadership experience and strategic insights have positioned him as a thought leader in the marketing field.Connect with Scott.

In this episode of OnBase, host Chris Moody talks with Myla Pilao about how brands can remain relevant and resilient in the age of AI. Myla shares her unconventional path into the ICT and cybersecurity industry, and why translating technical narratives into relatable, actionable stories is key to influencing behavior.The conversation explores AI’s role in shifting from transactional to relationship-driven customer experiences, the importance of high-quality data, and strategies for hyper-personalization without crossing privacy boundaries. Myla explains how her team balances automation with creativity, integrates AI responsibly, and aligns global teams around AI-driven processes.Key TakeawaysAI as a Relationship Builder: Moving beyond generic automation to personalized, context-aware customer interactions.Data Quality First: “Garbage in, garbage out” still applies—AI’s success depends on the integrity of your input data.Hyper-Personalization in Action: Tailoring responses and recommendations to specific, high-priority customer pain points.Balancing AI with Human Creativity: Establishing multi-layer editorial reviews to preserve authenticity and accuracy.Adoption Through Proof of Concept: Testing AI on low-risk content before applying it to mission-critical materials.Three AI-Era Imperatives: Address bias with transparency, embed privacy and compliance, and iterate relentlessly.Quotes“Garbage in, garbage out still holds true. The quality of your data will make or break your AI outcomes.”“The foundation can be AI-driven, but the final touch has to be human.”Best Moments 01:09 – Myla shares her unconventional journey into ICT and cybersecurity.(03:30) – How AI is changing the nature of customer relationships.(05:29) – Data quality as the biggest challenge in AI adoption.(07:39) – Using hyper-personalization to address specific threats like ransomware.(09:18) – Balancing efficiency gains with authenticity in content creation.(12:07) – Aligning global teams through cautious, proof-of-concept AI rollouts.(15:21) – Myla’s three operational imperatives for mid-stage AI adoption.(17:57) – Aligning teams around bold visions and measurable results.(20:39) – The challenge of cutting through “too much information” in B2B marketing.Resource recommendationsPragmatic Institute - For product and market strategies.Duarte - For storytelling and visual communication techniques for complex topics.About the GuestMyla V. Pilao is a seasoned cybersecurity marketing leader with extensive experience at the intersection of technology, marketing, and public relations. As Director of Technology Marketing at Trend Micro, she drives thought leadership initiatives that translate complex security concepts into actionable insights for audiences from C-suite executives to everyday tech users.With a career spanning leadership roles in technical support, customer relationship management, and marketing, Myla has built a strong record of guiding teams through the evolving digital landscape with a focus on trust, privacy, and innovation. Prior to Trend Micro, she held customer engagement and support roles in the gaming technology and telecommunications industries.She holds a Master’s Degree from National University and a Bachelor’s Degree from the University of Santo Tomas.Connect with Myla.

Episode SummaryThis episode of the OnBase Podcast dives into AI’s critical role in transforming go-to-market (GTM) strategies, brand building, and buyer engagement in the B2B landscape. Host Paul Gibson speaks with Rob Gold about how AI serves as a strategy accelerator, not just a buzzword, and explores the behaviors modern B2B marketers need to adopt to remain competitive. Rob also shares insights into Dentsu's groundbreaking AI-powered transformations and outlines the trends that will redefine B2B marketing by 2030.Key topics include the increasing importance of brand trust, AI-driven personalization, and actionable first steps for companies ready to expand their AI maturity while keeping human creativity at the core.Key TakeawaysAI as a Strategy AcceleratorAI is an accelerator for strategies, enabling organizations to reduce decision-making times and optimize buyer journeys.Brand TrustA strong brand built on trust and aligned values is essential to establish credibility with buyers.Enhanced Buyer ExperienceSimplifying complex purchase processes can shrink sales cycles and improve buyer satisfaction.Data-Driven AgilityLeveraging predictive AI enhances both targeting precision and real-time responsiveness.Trends in B2B by 2030Key shifts such as machine-to-machine commerce and marketplace dominance will demand innovative solutions.Quotes“AI is not the strategy. It is the accelerator of your strategy.”Best Moments 01:10 – Rob’s Journey & Vision: How his career shaped his leadership principles at Dentsu B2B.03:07 – Key Modern B2B Behaviors: Brand trust, experiences, and the agility to stay relevant.15:44 – The Role of AI in Marketing: Using AI to enhance predictive modeling and shorter sales cycles.21:38 – Real-World Application of AI: The transformational success of AI-driven quote engine “Lily.”33:43 – 2023 to 2030 Trends: What’s coming next in B2B, from autonomous commerce to ethical marketing.Shout-OutsBob Ray - Board Director, MarketbridgeTejal Patel - Founding Partner, Stanford Bridge Partners Richard Shotton - Founder of AstrotenAbout the GuestRob Gold is the Global President of Dentsu B2B, leading a network of over 1,000 B2B specialists worldwide. With more than two decades of experience, Rob's career spans global brands like BMW and Zenith, as well as spearheading innovations in B2B marketing at Merkle and Dentsu. His visionary approach blends data, technology, and creativity to drive success for some of the world’s most ambitious companies.Website: www.dentsu.comConnect with Rob.

Episode SummaryIn this episode of OnBase, host Chris Moody welcomes Preet Sibia to discuss the evolution of go-to-market strategies from a transactional, product-first approach to a deeply customer-centric model. Preet shares candid insights from his decades of experience in semiconductors and reveals the operational, cultural, and structural shifts required to make customer orientation a reality.From building clear sales processes and empowering account managers to mastering alignment across teams and driving change management, Preet offers a detailed blueprint for organizations ready to elevate their customer relationships. He also emphasizes how investing in the right talent and metrics creates sustained impact across retention and growth.Key TakeawaysFrom Transaction to TransformationSticking to a product-oriented model may yield short-term success, but long-term growth demands a strategic shift to understanding and solving customer pain points. Customer-centricity transforms vendors into co-investors in client success.Simplify the Customer InterfaceMultiple siloed product teams can overwhelm customers. Empowering a single account owner (the “quarterback”) to guide the engagement improves clarity, builds trust, and deepens relationships.Operational Shifts are Non-NegotiableSuccessful transformations require a standardized sales process, clear role definitions, and well-trained application engineers and marketers who focus on customer needs, not just product features.Retention > AcquisitionBy understanding strategic roadmaps and elevating customer conversations beyond transactional buying, businesses can position themselves as indispensable partners, boosting long-term retention.Change Management Must Be IntentionalCommunicate relentlessly. Involve key leaders in shaping the change. Focus energy on those committed to the new vision, rather than spending time converting detractors.Measure What MattersBeyond product sales, leading indicators include customer satisfaction surveys, direct feedback, and clarity in account ownership. Internal and external alignment is key.Quotes“We used to walk into customer meetings with 20 product reps. Now we walk in with a few strategic voices focused on solving the customer’s problem.”“Change doesn’t work unless you pour your energy into those who want to drive it. That’s how momentum builds.”Best Moments (01:00) – Preet’s early journey in semiconductors and his unexpected start on a tech support hotline.(03:45) – Why customer-centric go-to-market isn’t optional for future growth.(07:00) – How customer relationships shift when you focus on strategic problems over transactions.(10:00) – Operational changes that empower sales teams and streamline customer interaction.(16:00) – Managing change: from selecting champions to navigating resistance.(21:15) – Metrics that reflect progress in customer-centric strategy.Resources recommendationsRange by David Epstein – Encourages career exploration and diverse skill development.Backstage Leadership by Charles Galunic – A deeper look into leadership infrastructure and organizational dynamics.Shout-OutsJack Gifford, Founder of Maxim – Preet’s early mentor and a lasting influence on his leadership philosophy.About the GuestPreet has over 25 years of global experience leading teams covering product marketing, applications engineering, sales, and distribution management. In his current role Preet leads Sales, Marketing, and Applications Engineering for Infineon’s Consumer, Computing, and Communication business in the Americas region.Connect with Preet.

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.