Episode SummaryIn this episode of OnBase, host Chris Moody sits down with Chad Sollis to discuss why digital accessibility is a strategic priority for brands today. Chad shares his journey from graphic design to marketing leadership, highlighting the importance of accessibility in enhancing brand reputation, compliance, and consumer loyalty. He breaks down the key principles of accessibility, how it impacts SEO, and best practices for embedding accessibility into marketing and product development.Key Takeaways-Digital Accessibility is a Brand Imperative: One in four Americans has a disability, representing $20B in buying power. Accessible experiences foster loyalty and repeat business.-SEO and Accessibility Go Hand-in-Hand: Proper use of header tags, alt text, and navigation structures benefits both search rankings and user experience.-Prioritizing Accessibility in Design & Development: Integrating accessibility into design, development, and QA processes ensures it becomes a natural part of content creation rather than an afterthought.-Measuring ROI on Accessibility: Companies that invest in accessibility see improved website traffic, increased conversions, and long-term customer loyalty.Quotes"When companies design for accessibility, they’re not just meeting compliance requirements—they’re creating more inclusive and engaging experiences for all customers."Best Moments 03:00–05:00 – Chad’s unconventional journey from graphic design to marketing leadership.10:00–13:00 – Why accessibility should be a strategic priority for senior leaders.15:00–18:00 – The connection between SEO and accessibility: how structure improves discoverability.22:00–25:00 – Overcoming accessibility challenges and integrating best practices into business processes.30:00–33:00 – How brands can measure the ROI of their accessibility initiatives.Tech RecommendationsStoryblok – Headless CMS that streamlines content personalization and accessibility.Amplience- An AI content platform.Mutiny – AI-driven personalization platform to optimize user experiences.Resource RecommendationsBooks:-Extreme Ownership by Jocko Willink-How to Win Friends and Influence People by Dale CarnegieShout-outs-Scott Harris, VP of Performance Marketing at Box.com – Marketing expert with a deep understanding of growth strategies.-Nick Rico, Chief Commercial Officer at Lucid Software – Growth leader with a background in finance and marketing.-Manuel Rietzsch, VP, Revenue Marketing at AudioEye – Revenue marketing leader driving accessibility-focused initiatives.About the GuestChad Sollis is a seasoned marketing and product leader with over two decades of experience in driving business growth and innovation across various industries. As the Chief Marketing Officer, Chad spearheads strategic initiatives in brand development, product marketing, growth, revenue operations, and customer engagement.As a data-driven executive, Chad has demonstrated a remarkable ability to scale businesses, having contributed to the growth of companies from $30 million to $3 billion in annual revenue and helping 4 companies execute successful IPOs. With a diverse background that includes leadership roles at market-leading companies such as Adobe, Pluralsight, Vivint, and Traeger, he has generated a wealth of expertise in marketing, digital products, and technology spanning both B2B and B2C sectors.Connect with Chad.

Episode SummaryIn this episode of OnBase, host Chris Moody sits down with Abhishek Damani to discuss the critical role of aligning sales performance metrics with broader business goals. They explore why traditional sales metrics sometimes fall short and how companies can define KPIs that reflect strategic priorities.Abhishek also shares his structured four-step approach for identifying and tracking performance indicators, along with insights into how AI is transforming sales processes. Whether you’re a revenue leader, a sales manager, or a marketer looking to bridge the gap with sales teams, this episode is packed with practical takeaways on driving efficiency and improving business impact.About the GuestAbhishek Damani leads sales enablement for Industrial markets business at Cummins Inc., where he’s responsible for driving sales functional excellence by implementing tools and creating resources, training, and KPIs to improve sales teams’ productivity.Cummins Inc. is a global power solutions leader helping its customers successfully navigate the energy transition with its broad portfolio of products. The products range from advanced diesel, natural gas, electric, and hybrid powertrains and powertrain-related components. Headquartered in Columbus, Indiana (U.S.), since its founding in 1919, Cummins employs approximately 75,500 people committed to powering a more prosperous world.Connect with Abhishek DamaniKey Takeaways- Aligning Sales KPIs with Business Goals is Crucial:Measuring only revenue growth can create misalignment with broader company objectives like profitability or market expansion. Sales teams must tailor their KPIs to reflect business priorities.- Traditional Sales Metrics Have Blind Spots:While win rate and sales velocity are important, they fail to capture long-term trends like customer sustainability goals, industry shifts, and regional sales discrepancies.- Four Steps to Defining Impactful KPIs:Understand strategic and operational business goals.Identify KPIs that track progress toward those goals.Determine how sales contributes to those metrics and what data is required.Measure progress and drive accountability.- AI is Enhancing Sales Processes:From summarizing meeting notes to tracking customer engagement and automating administrative tasks like expense reporting, AI is freeing up valuable time for sales teams.- Bridging Sales and Marketing with Data:Cummins uses a structured business planning process to ensure sales forecasts align with market trends, breaking silos between sales, marketing, and engineering teams.Quotes"If KPIs don’t align with company goals, everyone gets frustrated. Sales meets their numbers, but leadership still isn't happy."Tech Recommendations-reMarkable Paper Tablet – A digital notebook for handwritten notes and organization.- AI-Powered Meeting Note Summarizers – Automating administrative tasks like note-taking and action item tracking.Recommended ResourceBooks:-How Not to Be Wrong: The Power of Mathematical Thinking by Jordan Ellenberg.-The First 90 Days by Michael Watkins.Podcast:-Everyday AI Podcast by Jordan Wilson.⁠Connect with Abhishek Damani⁠⁠⁠⁠⁠⁠|⁠⁠⁠⁠⁠⁠⁠⁠ Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠|⁠⁠⁠⁠⁠⁠⁠⁠Website

Episode SummaryIn this episode of OnBase, host Chris Moody sits down with Kelly Flowers to discuss the power of systems-based strategy in driving predictable outcomes in sales development. Kelly shares her unique journey into sales, the lessons she learned from transitioning industries, and how she developed a structured approach to pipeline generation, OKRs, and sales efficiency. She also highlights the biggest challenges in sales today, the role of AI in streamlining sales processes, and the myths that hold sales teams back. With practical insights and actionable strategies, this conversation is a must-listen for revenue leaders looking to optimize their go-to-market strategies and drive consistent results. About the Guest Kelly Flowers serves as the AVP, of Global Sales Development at SentinelOne and previously held positions including Head of Sales and Business Development at 1Password, Director of AMER Sales Development at Databricks, and Senior Manager of Customer Success, Enterprise Renewals at New Relic, Inc.  Additionally, Kelly has experience as a Manager of Sales Development and as an SDR Manager at Wizeline, as well as serving as the San Francisco Community Chair for Women in Sales Everywhere (WISE). Kelly holds a degree in Global Studies & Spanish, International Relations from Sonoma State University and has also studied Spanish Language at Tecnológico de Monterrey. Connect with Kelly Key Takeaways- Systems Thinking vs. Goal Setting: Goals help you achieve one-time success, but systems-based strategies ensure sustainable, repeatable success. - Pipeline Predictability Comes from Process: Breaking down the sales cycle into measurable inputs and outputs helps reps consistently hit quota. - Behavior Matters as Much as Performance: Being a "quota crusher" isn’t enough—collaboration, integrity, and consistency are key to long-term success. - AI as a Sales Multiplier, Not a Replacement: Sales professionals must leverage AI tools for research, prioritization, and process automation—but human connection remains essential. Quotes "Revenue intelligence makes arguments about 'who said what' obsolete by providing unfiltered, real-time data everyone can trust." Recommended Resources Books:- Setting the Table by Danny Meyer Newsletter: - Endurance by Katie Ceccarini Podcast: - Grit with Joubin Mirzadegan Connect with Kelly⁠ ⁠⁠⁠| ⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠| ⁠⁠⁠⁠⁠⁠⁠Website

Episode Summary In this episode of OnBase, hosts Chris Moody and Alicia Hale sit down with Udi Ledergor to explore the transformative power of revenue intelligence in account-based go-to-market strategies. Udi shares insights from his extensive career, breaking down the evolution of revenue intelligence, its impact on sales and marketing alignment, and the role of AI in reshaping the buyer experience. With thought-provoking anecdotes and actionable advice, this episode is packed with valuable takeaways for revenue leaders aiming to drive growth and foster collaboration. About the Guest Udi Ledergor is a five-time Marketing leader at B2B start-ups and is currently the Chief Evangelist at Gong. On his journey from Marketer #1 to Gong’s Chief Marketing Officer, he led the creation of the revenue intelligence category, pioneered an iconic, human-centric brand, and led Gong's Marketing efforts from zero to hundreds of millions in revenue. Passionate about startups and brands during the day, whisky, music, and social activism at night, Udi is also an author, speaker, mentor, angel investor, board member, and advisor based in San Francisco. Connect with Udi Key Takeaways - CRM is Becoming Obsolete: Traditional CRM systems fail due to partial, delayed, and biased data. AI-driven tools like Gong are set to replace outdated CRM workflows by automating updates and delivering accurate, real-time insights. - The Power of Mirroring in Sales: Reps who mirror a buyer’s language, including subtle use of swearing, can build rapport and improve win rates by up to 8%. - Sales Success Lies in Listening: Reps who speak less than 46% of the time on calls outperform those who dominate conversations, highlighting the importance of listening to buyer needs. - Revenue Intelligence Fuels Team Alignment: By providing a single source of truth, Gong removes guesswork, aligning sales, marketing, and rev ops on shared data and actionable insights. - AI Enhances Buyer Engagement: From instant call summaries to personalized follow-ups, AI simplifies workflows and improves the buying experience, making it more efficient and human-centered. Quotes “Revenue intelligence makes arguments about ‘who said what’ obsolete by providing unfiltered, real-time data everyone can trust.” Recommended Resource Books: - Think Again by Adam Grant - Red Notice by Bill Browder - Freezing Order by Bill Browder ⁠Connect with Udi⁠ ⁠⁠⁠⁠⁠| ⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠| ⁠⁠⁠⁠⁠⁠⁠⁠Website

Epiosde Summary In this episode of OnBase, host Paul Gibson speaks with Becky Lawlor about transforming B2B content from digital noise into revenue-driving assets. Becky shares insights into the power of original research, emerging content formats, and distribution strategies that cut through B2B noise. From gated content strategies to the role of AI in modern marketing, Becky discusses how B2B marketers can unlock revenue potential with quality, data-driven content. About the Guest Becky Lawlor is the Founder and Chief Research and Content Officer at Redpoint Content, an agency specializing in original research and thought leadership content for B2B tech brands. With over a decade of experience working with companies ranging from startups to Fortune 500s—including Adobe, IBM, and Zapier—Becky has helped clients achieve 2-3x more leads, extensive media coverage, and a measurable boost in engagement. Her passion for data-driven storytelling and original research stems from her ability to excel across content marketing metrics like SEO, brand awareness, and thought leadership. Over the years, she’s surveyed hundreds of B2B audiences and partnered with global marketing teams to deliver research-based content that drives demand and builds credibility. Connect with Becky Key Takeaways - Content That Converts: Original research content drives 3-5x higher engagement than generic educational pieces. - Strategic Gating: Gate content strategically to balance lead capture and accessibility, ensuring a value exchange for gated materials. - Effective Distribution Channels: Focus on one-to-one channels like email and LinkedIn, supported by cornerstone content like webinars, reports, and podcasts. - Data-Driven Decisions: Combine customer insights with marketing data to align content with customer needs and behavior. - The Role of AI: AI tools can enhance brainstorming, outlining, data analysis, and summarizing, but human expertise ensures the quality and relevance of the output. Quotes On Gated Content“The key is to gate content that justifies the investment and offers buyers real value in exchange for their data.” Tech Recommendations - AI tools like ChatGPT and Copilot - Gong for recording calls and deeper insights Recommended Resource Podcasts: - Content Briefly - B2B Marketing with Dave Gerhardt Books:- Obviously Awesome Connect with Becky⁠⁠⁠ ⁠⁠⁠⁠⁠| ⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠| ⁠⁠⁠⁠⁠⁠⁠⁠Website

Episode Summary In this episode of OnBase, host Chris Moody speaks with Max Maurier about the intricacies of aligning budgets across sales, marketing, and finance to drive organizational growth. They discuss the importance of setting clear go-to-market priorities, measuring ROI accurately, and fostering cross-functional communication to bridge gaps in alignment. Max shares insights into overcoming budget challenges, balancing investments between top-of-funnel and bottom-of-funnel activities, and using innovative AI tools to streamline marketing processes. About the guest Max is an experienced marketing executive with his sights set on ROI and maximizing engagement. His revenue-minded approach to Demand Generation is built on a foundation of Marketing Analytics and Operations. Efficient growth marketing and revenue optimization are the pillars of Max’s ongoing success. He’s a no-fluff marketer with a passion for maniacal execution of GTM strategy, data-driven analysis and sales alignment. Max builds world-class teams and employs modern AI-powered MarTech designed to inspect what’s expected and scale sales and marketing processes to drive growth. Connect with Max Key takeaways - Sales, Marketing, and Finance Alignment: Achieving cross-functional harmony requires clear priorities, shared goals, and consistent communication throughout the fiscal year. - Tailored Budget Allocation: Investments should align with specific go-to-market priorities, such as new logo acquisition, customer retention, or cross-sell opportunities. - The Role of Soft Skills: Presentation skills and structured communication are critical for marketing leaders to gain stakeholder buy-in and showcase the impact of their strategies. - Innovative AI Applications: Tools like Google’s Notebook LM reshape internal training by transforming written assets into engaging audio formats. - Metrics-Driven Decision-Making: Choosing the right KPIs and frameworks to measure marketing’s impact on revenue is vital for demonstrating ROI and refining strategies. Quotes On Alignment: “Sales, marketing, and finance need to align on go-to-market priorities for budgets to reflect the organization’s true objectives.” On Presentation: “Great presentation skills can make or break your ability to secure buy-in during critical budget discussions.”

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