OnBase: Smashing Sales and Marketing Misalignments Ep. 518 | Aligning Marketing & Sales Through Authentic Storytelling
Episode Summary
In this episode of OnBase, host Chris Moody sits down with Susan Bloomfield to discuss the power of authentic storytelling in aligning marketing and sales. Susan shares her journey from research to marketing leadership and how she built her expertise in business development. She dives deep into the three P’s of storytelling—People, Passion, and Purpose—and how they drive engagement and differentiate brands.
She also highlights how marketing can support sales in a way that feels genuine, engaging, and human—while still delivering measurable results. If you’re looking to create a brand strategy that resonates and builds strong relationships, this conversation is a must-listen!
Key Takeaways
The Three P’s of Storytelling: A compelling marketing strategy is built on People, Passion, and Purpose—focusing on the human side of business and brand identity.
Sales & Marketing Alignment: To effectively align marketing and sales, marketers must ensure that content and branding support real customer conversations.
Authenticity Wins: Customers connect with brands that tell relatable, real stories rather than generic, polished corporate messaging.
The Role of AI in Marketing: AI can assist with content generation, personalization, and campaign testing, making storytelling and brand engagement more scalable.
- The Power of Personal Brands: The rise of micro-influencers and relatable voices on platforms like TikTok has transformed the way companies approach brand marketing.
Quotes
"The best brands amplify success—not just their own, but the success of the people they serve."
"If you want to align marketing and sales, you have to make marketing an extension of sales, not just a content factory."
- "People buy from people. Storytelling isn’t about selling—it’s about building relationships and trust."
Best Moments
03:00–05:00 – Susan shares her unconventional journey into marketing and business development.
10:00–12:00 – How aligning marketing and sales starts with understanding their shared goals.
15:00–18:00 – Why brands should focus on relatable storytelling instead of polished, corporate messaging.
22:00–24:00 – The impact of AI on content personalization and storytelling.
- 30:00–32:00 – How emerging micro-influencers are redefining brand authenticity.
Resource Recommendations
- Book: The Long Game – A deep dive into strategic thinking and planning for long-term success.
- Publication: Fast Company – A go-to resource for thought leadership and marketing innovation.
About the Guest
Susan Bloomfield serves as Chief Marketing Officer at Stream Realty Partners.After joining Stream Realty Partners in 2019, she has brought a blend of visionary storytelling and advanced marketing strategies to Stream's forefront. Prior to Stream, Susan served as the Vice President of U.S. Marketing & Research for Colliers International, where she played a crucial role as a member of the senior executive team. Her leadership was instrumental in expanding the firm's strategic marketing and research platform, elevating brand visibility, and fostering expansive business growth.Website: StreamRealty.com