OnBase: Smashing Sales and Marketing Misalignments Ep. 559 | How CloudPay transformed B2B growth with ABX
This episode of the OnBase Podcast features a compelling discussion with Nick Webb on the power of a modern go-to-market strategy. Host Paul Gibson and Nick explore the challenges of navigating organizational change and the critical shift from high-volume, low-quality lead generation to a targeted ABM/ABX approach. Nick shares the story of how CloudPay transformed its pipeline by moving from "net fishing" to "spear fishing," a move that quadrupled its sales pipeline.
The conversation reveals why sales and marketing alignment is non-negotiable and how data-driven decisions provide the confidence needed to make bold changes. Nick details the hurdles, the mindset shifts, and the specific KPIs that were essential to driving this monumental transformation. This episode is a masterclass for any B2B leader looking to build a scalable and effective growth engine.
Key Takeaways
- Quality Over Quantity
Generating thousands of leads is meaningless if it doesn't translate to pipeline. Focusing on an agreed-upon ICP is the foundation of a successful GTM strategy.
- Shared KPIs Drive Alignment
Shifting marketing's core KPI from lead volume to dollar-value pipeline ensures both sales and marketing are working toward the same goal.
- Data is Your Ally in Change
Use data to prove the need for change and validate new strategies. Data-backed insights overcome resistance and build trust across teams
- It's a Partnership Not a Handoff
The old model of marketing throwing leads over the fence is broken. A modern GTM requires genuine collaboration where sales and marketing are fully integrated.
- Rethink Your Terminology
Calling leads "signals" reframes the follow-up process, shifting focus from pursuing an individual to understanding account-level interest.
Quotes
"Gone are the days where marketing people could get away with not knowing their numbers. We have to carry a number just like sales people do."
Best Moments
(07:22) – The Damascene Moment Nick details the realization that generating 3x more leads was actually causing the sales pipeline to fall.
(09:38) – From Net Fishing to Spear Fishing The core analogy that drove CloudPay's strategic shift to a targeted ABM/ABX model.
(14:25) – The New Playbook How CloudPay revolutionized its operations by changing KPIs, moving BDRs into marketing, and renaming leads to "signals."
(20:00) – Overcoming Resistance Nick outlines the three groups of people in any change scenario and how to build momentum with advocates and data.
(33:27) – Stopping the Attribution Wars The decision to stop attributing leads to specific departments and why it immediately ended internal friction.
Shout-Outs
- Kate Cox - CEO, Bray Leino.
- Tim Johnson - Field CTO, Gaming, Databricks.
- Andy McFarlane - VP of Marketing, Morse Micro.
About the Guest
Nick Webb has more than 25 years of Marketing experience in world-class technology and fintech organisations, including Vodafone, Microsoft and WorldFirst. Now, as Chief Marketing Officer of CloudPay, Nick leads the Marketing team to build market awareness and drive business growth through the creation of a pipeline of leads and prospects for the Sales teams.