OnBase: Smashing Sales and Marketing Misalignments

Episode SummaryIn this episode of OnBase, host Chris Moody welcomes Brandon Ratliff for a compelling conversation about the evolution of Martech, the promise (and limitations) of AI, and the art of staying future-ready in an ever-accelerating landscape.Brandon shares his unconventional path from coding hobbyist to martech leader, while offering tactical advice for building scalable stacks, enabling data-informed personalization, and fostering innovation within teams. He unpacks what it means to shift from “T-shaped” to “I-shaped” marketers, the human side of AI-driven growth, and how organizations can maintain curiosity to avoid losing their competitive edge.Whether you're leading an enterprise marketing team or scaling a scrappy startup strategy, Brandon’s insight into modern Martech is both practical and visionary.Key TakeawaysThe Evolving Marketer: The shift from T-marketer to I-marketer highlights the importance of data literacy in addition to channel-specific expertise.  Data-Driven Marketing: Clean and well-utilized data is crucial for the success of MarTech initiatives.  Future of MarTech: AI and predictive analytics are key to enhancing efficiency, personalization, and ROI in marketing.  Essential MarTech Stack: A core MarTech stack includes a CDP, marketing automation platform, ABM tool, and CRM.  AI's Role in Marketing: AI enhances marketing through production, planning, creative management, and scaled personalization.  Importance of Human Connection: Human relationships remain fundamental in marketing and business despite technological advancements.  Future-Proofing Skills: Marketers must prioritize continuous learning, including prompt engineering and AI tools, to stay ahead.  Fostering Innovation: Leaders should encourage experimentation and calculated risk-taking to drive marketing innovation.  Qualities of a Modern Marketer: Key competencies include fearlessness, curiosity, creativity, and data-centricity.  Signs of Losing Competitive Edge: Stagnation, lack of investment in new tools, and failure to train employees are warning signs.  Change Management: Overcoming resistance to change and fostering belief in new initiatives is a significant challenge in marketing. Quotes“You don’t have to know everything. But you do have to know your data.Best Moments 00:48 - 02:18 Brandon shares his journey into MarTech.  02:48 - 03:32 The importance of data in marketing.  05:36 - 06:20 Pragmatic approach to data.  06:54 - 08:14 Core components of a MarTech stack.  08:14 - 09:41 The role of AI in enhancing marketing.  10:33 - 12:29 The balance between technology and human connection.  13:13 - 16:38 Strategies for future-proofing marketing skills.  21:26 - 23:18 Signs a company is losing its competitive edge.  23:35 - 25:22 The biggest challenge in marketing today: change management.  About the GuestBrandon is a seasoned leader in marketing technology and operations at Qualcomm. With a passion for innovation and a knack for navigating the digital realm, Brandon has been instrumental in advancing Qualcomm's Martech strategies. He has successfully implemented transformative technologies, including advanced marketing automation and analytics tools, to drive data-driven success. Known for his thought leadership and commitment to staying ahead of industry trends, Brandon's work exemplifies the powerful synergy between marketing and technology. Join us as he shares his insights and experiences in unlocking the potential of the Martech stack.Connect with Brandon.

Episode SummaryIn this episode of OnBase, host Chris Moody and Parth Mukherjee delve into the critical role of customer voices in shaping go-to-market strategies. Parth shares his journey through the tech industry, highlighting his experiences in product marketing and go-to-market strategy across different company stages. He emphasizes the importance of product marketing teams in bringing the customer's perspective into the organization and outlines the five key components of a go-to-market strategy: who, what, why, where, and how. Parth also discusses methods for collecting and analyzing customer data, balancing quantitative and qualitative feedback, and addressing stakeholder resistance. Additionally, he explores emerging marketing trends, the use of AI in marketing, and the challenges of B2B marketing, such as attribution.Key Takeaways:Voice of the Customer is Key: Customer insights are crucial for shaping effective go-to-market strategies.  Five Components of Go-to-Market Strategy: The five key questions to answer are who is the target audience, what are the offerings, why should buyers care, where should we sell, and how do we hit our targets.  Data Collection and Analysis: Utilize a combination of call recording technologies, surveys, customer interviews, and focus groups to gather customer feedback.  Balancing Quant and Qual: Combine quantitative data with qualitative insights to build compelling narratives and make informed decisions.  Addressing Stakeholder Resistance: Use proof and data to overcome internal misconceptions and align stakeholders.  Importance of Timing: Gather customer feedback throughout the product life cycle, starting from the product vision stage.  Emerging Marketing Trends: The importance of buyer self-education, hyper-personalized marketing, prompt engine optimization (PEO), and the convergence of ABM with intent data.Quotes“Product marketing should be the voice of the company in the market—and more importantly, the voice of the market inside the company.”Best Moments 00:07: Parth shares his journey into tech and marketing.  03:30: The importance of customer voices in shaping go-to-market strategy.  04:45: The five components of an effective go-to-market strategy.  07:30: Methods for data collection and analysis.  13:00: How to deal with stakeholder resistance using proof and data.  16:15: The importance of gathering customer feedback throughout the product life cycle.  19:00: Emerging marketing trends for the next five years.  22:30: Use cases of AI in marketing.24:30: The biggest challenge in B2B marketing: attribution. Tech Recommendations⁠Chorus⁠ – Call intelligence for market and product insights.⁠MindTickle⁠ – Deal rooms and enablement for modern B2B sales.⁠Klue⁠ – Competitive intelligence and win-loss analytics.Books:⁠Crossing the Chasm⁠ by Geoffrey Moore⁠Building a StoryBrand⁠ by Donald MillerBlogs & Newsletters:⁠HubSpot Blog⁠⁠Gartner for Go-To-Market Insights⁠⁠Marketing Brew⁠Podcasts:⁠Marketing Over Coffee⁠⁠Product Marketing Life by PMA⁠Shout-outs:⁠Kevin Akeroyd⁠, CEO at Sovos⁠Ann Handley⁠, Chief Content Officer at MarketingProfs⁠Andy Raskin⁠, Strategic Narrative CoachAbout the Guest:Parth Mukherjee is the VP of Product Marketing, Corporate Marketing, and Go-To-Market Strategy at Sovos, a leading tax compliance platform. With over 20 years of experience in tech marketing—including pivotal roles at Adobe, Cognizant, and five high-growth VC-backed startups (four of which successfully exited)—Parth brings deep expertise in scaling companies through every phase of growth.Before joining Sovos, Parth led marketing at Chorus and MindTickle, and continues to apply a data-driven yet deeply human approach to building strategic narratives that resonate with customers and internal stakeholders alike.⁠Connect with Parth⁠.

Episode SummaryIn this episode of OnBase, host Chris Moody is joined by Alison Mendoza to dive into the power of the Jobs-to-be-Done (JTBD) framework and its transformative impact on innovation, marketing, and product strategy. Alison shares her non-linear journey into R&D, how her background in linguistics shapes her collaboration with engineers, and how JTBD allows companies to avoid blind spots and uncover real customer needs.Listeners will gain insights into how Honeywell uses behavioral science and JTBD to drive meaningful product adoption, why traditional voice-of-customer methods often fall short, and how AI is unlocking strategic work by automating repetitive tasks. From uncovering misaligned innovation strategies to empowering teams through better language and observation, this episode is a masterclass in modern customer-centric thinking.Key takeaways:Jobs-to-be-Done (JTBD) vs. Hypotheticals: JTBD eliminates guesswork by focusing on observable behaviors, not hypothetical customer desires.Behavioral Science + JTBD = Impact: The fusion of decision-making psychology with JTBD drives better adoption and product-market fit.Innovation Pitfalls: Over-reliance on competitor analysis or legacy processes can limit true innovation.Speak Their Language: Product teams must translate customer outcomes into language engineers can act on.AI for Strategic Work: Honeywell’s $120M in AI-driven savings shows how tech can free time for impactful, strategic work.Quotes:“We don’t really have to worry about product-market fit if we’ve built a product on the Jobs-to-be-Done framework.”“If you use AI for simple tasks, it will give you simple output. Use it for complex challenges—like segmentation or positioning—and you’ll see exponential value.”Best Moments Tech recommendations:⁠⁠Notebook LM (Google)⁠⁠: A powerful AI research assistant ideal for strategic marketing and A/B testing.Resource recommendations:⁠⁠Thinking, Fast and Slow⁠⁠ by Daniel KahnemanBooks by ⁠⁠Jonah Berger⁠⁠ – Practical marketing playbooks from the Wharton professor⁠⁠321 Newsletter by James Clear⁠⁠ – Weekly insights on habits, strategy, and self-improvementLeaders to follow:⁠⁠Chandler Stillman⁠⁠– Director, Marketing & Customer Experience at ADDMAN⁠⁠Liz Schmittou⁠⁠– Brand & Marketing Content Leader at ADDMAN⁠⁠Emily Carr⁠⁠– Consulting Account Lead at Google⁠⁠00:30⁠⁠Alison’s global career journey from flight attendant to R&D innovatorBest moments:⁠⁠03:00⁠⁠JTBD explained and why most voice-of-customer methods fall short⁠⁠08:30⁠⁠How to bridge engineering and customer outcomes with the right language⁠⁠14:00⁠⁠The synergy between behavioral science and JTBD in shaping innovation⁠⁠16:40⁠⁠Honeywell’s AI success: $120M saved through automation and productivity tools⁠⁠20:20⁠⁠The evolving challenges of B2B marketing and the role of dynamic contentAbout the guest:Alison is the Global Sr. Director of Innovation at Honeywell International, leading innovation and growth across the Honeywell portfolio of businesses. With over 15 years of global experience, she integrates customer-centric expertise in aerospace and advanced technology sectors. Alison is also a member of the Strategic Communications Committee at AUVSI and actively recruits for the Honeywell Political Action Committee. She shares insights on innovation, communication, persuasion, and leadership in her LinkedIn blogs.⁠⁠Connect with Alison⁠⁠.

Episode SummaryIn this episode of OnBase, host Paul Gibson sits down with Shimon, a leading voice in B2B marketing from SPOTONVISION. The duo dives into the big topic of bridging short-term wins with long-term growth while discussing how Account-Based Marketing (ABM) and Artificial Intelligence (AI) are transforming the future of B2B marketing strategies.With insights drawn from years of partnership and expertise, this conversation explores how to balance immediate results with long-term objectives. Whether you’re looking to improve 2025 metrics or future-proof your marketing strategies, this episode offers actionable takeaways to help your team succeed. Key TakeawaysShort-Term and Long-Term HarmonyAchieve a balance between quick wins that boost immediate outcomes and strategies for sustained growth.The Role of AI in B2B MarketingLeverage AI to enhance data analysis, improve personalization, and optimize campaign efficiency.ABM Done RightAdopt evolving Account-Based Marketing practices to create impactful engagements and measurable results.Future-Forward Marketing StrategiesStay ahead by understanding the trends and innovations shaping the future of B2B marketing.Quotes"The future of B2B marketing lies in leveraging the power of AI to do more with less, while keeping personalization at the core."Best Moments04:00–07:00 – Shimon dives into his career path and how ABM became a core focus.10:00–12:30 – Shimon explains how changing buyer behaviors redefines sales and marketing strategies.15:00–18:00 – A closer look at how ABM and AI address misalignment challenges.24:00–26:00 – Shimon shares his insights on the future role of AI in account-based GTM.30:00–33:00 – Predictions on the next evolution of ABM in the B2B space. Tech RecommendationsTrendemon - Highlighted as a platform that provides real-time personalization and insights to customize content for website visitors, leveraging AI for ease of use.Resource Recommendations Books:Mindset by Carol Dweck - Suggested for fostering a growth mindset and improving team collaboration and alignment.Atomic Habits by James Clear - Advocated for creating effective personal and team habits for growth and success. Shout-OutsJoel Harrison - Founder, B2B MarketingRyan Almond - Global Marketing & ABX Director, HenkelIngrid Archer - Managing Partner, SPOTONVISIONAbout the GuestShimon is a visionary leader who believes in the power of trust, purpose, and shared ambition to bring people together. He envisions a world where businesses don’t just grow but thrive through meaningful relationships—both with their customers and within their teams.In B2B, Shimon sees one of the most powerful yet often overlooked connections: the alignment between marketing and sales. When these two forces come together, businesses don’t just see results—they create a real, lasting impact.Every day, Shimon is on a mission to turn this vision into reality. Whether through the conversations he sparks, the communities he builds, or the insights he shares, he is constantly looking for others who share this belief. For those who want to create a world where relationships—between businesses, between people, and within organizations—are the true drivers of success.Website: Spotonvision.comConnect with Shimon.

In this episode of OnBase, host Chris Moody welcomes Nicole Warshauer for an enlightening conversation on health benefits, empathy-driven branding, and building consumer trust through education. Nicole walks us through her non-linear career journey and how her passion for community and storytelling has shaped her role at HealthEquity. She shares practical strategies for educating diverse healthcare consumers, discusses the emotional complexities of health benefits, and explores the skills marketers need to build brands around “unsexy” topics.Nicole also explores HealthEquity’s innovative tools, such as Engage360 and HSAnswers, which use AI and multi-channel strategies to deliver personalized, accessible benefits education. Whether you’re navigating the healthcare landscape or trying to humanize your B2B brand, this episode is full of actionable insights and authentic inspiration.Key TakeawaysEmpathy is Foundational: To demystify healthcare benefits, brands must lead with empathy—understanding emotional roadblocks like fear and confusion that often prevent consumers from making informed decisions.One Size Doesn’t Fit All: Benefits education must be personalized. Demographics, health history, family structure, and financial literacy all play a role in how people access and use healthcare.Data-Driven Education Works: Programs like Engage360 have led to a 46% increase in HSA contributions and a 60% increase in investing, showing the power of well-targeted benefit education.Building Brands for “Unsexy” Industries: The best marketers can make even mundane products relatable. Skills like curiosity, critical thinking, empathy, and strong writing are essential for success.Tech with a Human Touch: AI tools can scale education efforts, but without human oversight and strategic intent, they won’t succeed.Quotes“Marketing for the unglamorous takes empathy and grit. That’s where the best brand builders thrive.”Tech recommendationsChatGPTJasperCopilotBook recommendationsStorytelling with Data by Cole Nussbaumer Knaflic – A go-to for making data digestible and visually compelling.Shout-outsJade Tambini, Founder and Marketing Course Leader, B2B Jade.Hannah Shamji, Customer researcher for B2B SaaS.Erica Schneider, Founder, Cut The Fluff.About the GuestNicole Warshauer is the VP of Brand Marketing at HealthEquity, where she builds, leads, and engages community-first marketing teams that drive brand growth and resilience. With more than 15 years of experience in marketing and communications across healthcare, tech, design, nonprofit, education, and real estate, Nicole has cultivated a unique ability to deliver integrated, purpose-driven strategies that resonate.She is passionate about creating and nurturing communities of brand evangelists—both internally and externally. Her past work includes collaborations with renowned organizations like Yelp, Dribbble, and Trusted Health. Nicole also offers consulting services to help managers lead high-performing remote teams and optimize their marketing strategy.Connect with Nicole.

In this episode of OnBase, host Chris Moody sits down with Craig Chiofalo to explore what it truly takes to build and lead a world-class support engineering organization. Craig pulls back the curtain on the operational strategies and tech stack powering Demandbase’s award-winning team—including how tools like Salesforce Einstein and SupportLogic are transforming their approach to proactive support. He also shares lessons on hiring for excellence, scaling impact without ballooning headcount, and why deep, daily collaboration across product, engineering, and customer success is the cornerstone of lasting success.Key takeawaysRight Team, Right Tech: Hiring the right talent, enabling them with strong onboarding and internal tools, and layering in AI-driven technologies can drive exponential impact without scaling the team linearly.Cross-Functional Collaboration Is Everything: Craig attributes much of the team’s success to deep integration with product, engineering, and customer success—teams that work together daily to elevate the customer experience.Award-Winning Process Maturity: From rewritten job descriptions to internal training certifications and advanced sentiment monitoring, Craig’s team has refined its approach year after year to earn industry recognition.Operationalized AI: AI tools like SupportLogic and Salesforce Einstein are leveraged not just for efficiency, but for better sentiment analysis, proactive support, and smarter data insights.Measure What Matters: In addition to SLAs, Craig’s team emphasizes customer satisfaction and effort scores—tracking detailed metrics while staying focused on proactive issue resolution.QuotesOn Team Excellence“This team is phenomenal—not just individually, but in how they collaborate. That synergy is the catalyst behind everything we’ve achieved.”On Leveraging AI Thoughtfully“AI should be seen as an assistant. It's like a dishwasher—you still load it and unload it, but it saves time and effort on repetitive tasks.”(04:00): How Craig rewrote job descriptions and created testing processes to hire and retain top-tier talent.(09:00): A deep dive into Salesforce Service Cloud, SupportLogic, and the internal troubleshooting app that dramatically reduces time to resolution.(14:00): How the team uses data and proactive alerts to prevent fires before they happen.(18:00): Craig’s thoughtful breakdown of AI as a productivity enhancer, not a replacement.Tech RecommendationsSalesforce Service Cloud + Einstein: A central support platform now enhanced with AI capabilities for smarter case handling.SupportLogic: Real-time sentiment analysis and escalation prediction across customer interactions.Resource RecommendationsNewsletter:MIT Technology Review – AI-focused and practicalHarvard Business Review – Daily updates on leadership and strategyMcKinsey – Insightful newsletters with AI-related contentShout-outsUmberto Milletti, Chief R&D Officer at DemandbaseAngelle Stromeyer, RVP Customer Success at DemandbaseErika Setla, Sr. Director, CX Strategy & Ops at DemandbaseAbout the GuestCraig Chiofalo is a customer-focused leader with over 20 years of experience directing customer support, service, and success teams across SMB to enterprise clients. Currently Vice President of Support Engineering at Demandbase, Craig leads a Stevie Award–winning team recognized for delivering outstanding customer service. He brings a proven track record of building high-performing, collaborative teams that exceed goals, with a leadership style rooted in fairness, energy, and a deep passion for technology.Craig has held key roles at IBM, Silverpop, CallRail, Calendly, and Salsify, often joining during critical growth phases to scale operations, implement smart automation, and drive cross-functional alignment. His expertise spans platforms like Salesforce, Zendesk, Jira, Confluence, and SQL—always with a hands-on, data-informed approach to delivering exceptional customer outcomes.

Episode SummaryIn this episode of OnBase, host Chris Moody chats with Maximus Greenwald about reimagining traditional outbound strategies through a concept he calls "warmbound"—the fusion of outbound execution with inbound energy. Maximus walks us through the broken state of traditional lead scoring, the inefficiencies of outdated TAM/SAM/SOM frameworks, and why marketers should own the pipeline.He breaks down how intent signals, AI, and horizontal marketing teams will reshape the future of GTM. Maximus also shares how he tests big bets as a founder, what marketers can learn from enterprise sellers, and how personalization must evolve in the age of generative AI.Key TakeawaysWarmbound, Not Outbound: The strict division between inbound (marketing) and outbound (sales) is outdated. The future is unified, pipeline-first, go-to-market strategies driven by intent.Classic Lead Scoring Is Broken: Rigid filters based on outdated firmographics miss major ICP opportunities. AI can dynamically model what actually drives revenue.Signal Stacking Is the New ICP: Combine CRM, intent data, buyer behavior, and historical signals to build a more accurate, real-time picture of purchase readiness.Marketers Should Own Pipeline: With the right data and tools, marketing can—and should—run outbound motions and be comped like sellers.Horizontal Over Vertical Marketing: Organize teams around the buyer journey stages (cold, warm, hot) instead of just marketing channels.Quotes“Inbound versus outbound is a false dichotomy. Your outbound should drive inbound, and your inbound should fuel outbound. It's all one team now.”“You don’t stay in someone’s TAM forever. SOM is dynamic. A lead heats up, cools down, and reenters. We need systems that move with that fluidity.”Best Moments03:00–05:00 – From Google Maps to SaaS: Maximus shares how he transitioned into sales and marketing.06:30–09:00 – What’s broken in lead scoring—and how AI can fix it.13:00–16:00 – Rethinking TAM, SAM, and SOM as dynamic, not static.20:00–24:00 – The rise of the horizontally structured marketing org.28:00–31:00 – Why marketers should carry a quota—and get paid like enterprise reps.Tech RecommendationsAutobound – An AI-powered sales copywriting tool that personalizes based on deal-winning language.Default – An Inbound lead routing and scheduling engine.Resource RecommendationsPodcast:30 Minutes to President's Club.Report:The 2025 State of Marketing Report by HubSpot.Shout-outsKieran Flanagan – SVP of Marketing at HubSpot.Dave Gerhardt – Founder of Exit Five, formerly Drift.Hunter Walk – Partner and Co-Founder at Homebrew.Finn Murphy – General Partner at Nebular VC.About the GuestMaximus Greenwald is the Co-founder and CEO of Warmly, an AI-powered outbound platform that transforms how companies think about lead generation, pipeline development, and the convergence of sales and marketing. Before founding Warmly, Maximus began his career in engineering and product development at Google Maps, and eventually made the leap from big tech to B2B SaaS entrepreneurship. Today, he helps hundreds of companies unify inbound and outbound strategies under one mission: driving warm leads through smarter, signal-based marketing.Connect with Maximus.

Episode SummaryIn 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 TakeawaysThe 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 Moments03:00–05:00 – 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 RecommendationsBook: 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 GuestSusan 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.comConnect with Susan.

Episode SummaryIn this episode of OnBase, host Chris Moody sits down with Caroline Quinn to explore the nuances of optimizing Account-Based Marketing (ABM) strategies. Caroline shares her deep insights on defining the right ABM mix, navigating between one-to-one, one-to-few, and programmatic ABM approaches, and ensuring marketing investments align with business priorities. She also highlights the importance of curiosity, listening skills, and marketing technology in executing successful ABM programs.With practical frameworks and real-world examples, this discussion is essential for marketers looking to refine their ABM strategies and drive meaningful engagement with key accounts.About the GuestCaroline is an enterprise technology marketer specializing in account-based marketing (ABM) and demand generation. At Cloudflare, she drives demand through targeted campaigns for strategic accounts. Her past roles include building a $65M ABM program at Blue Yonder and developing ABM strategies for sellers at tech organizations such as Google and Apple at PipelineIQ. Caroline began her career at Kronos (now UKG).Monterrey.Connect with CarolineKey Takeaways- Balancing the ABM Pyramid: A strong ABM strategy requires the right mix of one-to-one, one-to-few, and one-to-many approaches. Over-rotating on either extreme can lead to inefficient resource allocation.- The Power of Discovery: A successful ABM program starts with deep discovery—marketers must listen to sellers, understand account needs, and customize approaches accordingly.- Tech-Enabled Personalization: While ABM technology can help scale efforts, marketers must also define key engagement signals manually to ensure flexibility and relevance.- Justifying ABM Investments: To secure buy-in for one-to-one ABM, marketers should use intent data, pipeline signals, and phased investment approaches to demonstrate ROI.- Content as an ABM Multiplier: AI-driven content repurposing can significantly enhance the impact of ABM efforts, making it easier to tailor messaging to different segments and accounts.Quotes"The best ABM programs are fluid—accounts should move between tiers based on their intent and engagement."Tech Recommendations- Demandbase – For account intelligence and ABM execution.- Sendoso – Direct mail platforms for personalized account engagement.- Pipeline IQ – For account profiling and intelligence.- Boardroom Insiders – Executive profiling tool for ABM personalization.- Folloze – Landing page and campaign personalization tool.Recommended ResourceBooks:Multipliers by Liz Wiseman – A must-read for leaders aiming to maximize team performance.

Episode SummaryIn this episode of OnBase, host Chris Moody sits down with Chad Holdorf to discuss how agentic AI is revolutionizing B2B go-to-market strategies. They explore the rise of AI-driven agents, why automation leaders are doubling down on AI, and the biggest mistakes B2B teams make with AI adoption. Chad also shares real-world use cases from Demandbase, showing how AI agents streamline workflows, enhance intent-based targeting, and deliver predictive recommendations to sales and marketing teams.If you're a sales or marketing leader, this episode will give you actionable insights on how to integrate AI-powered GTM workflows while ensuring data accuracy, personalization, and efficiency.Key takeaways:AI Agents Are Reshaping GTM – AI-driven agents can help 10x productivity, making teams more efficient while removing friction from sales and marketing workflows.The Biggest AI Mistake – Companies focus too much on the technology itself rather than on solving real customer problems. AI should be outcome-driven.From Data Overload to Actionable Insights – AI-driven intent signals analyze vast amounts of GTM data, surfacing key insights and next best actions for sales and marketing teams.AI SDRs Are Failing Without Context – AI agents that lack proper customer data make embarrassing mistakes, like sending irrelevant emails to buyers who already know the product.Agent Base: AI with Context & Accuracy – Demandbase’s Agent Base ensures that AI-driven sales and marketing actions are informed by accurate, unified data, preventing misalignment between teams.AI Must Be Embedded in the Workflow – AI agents should enhance existing workflows rather than requiring users to switch between multiple tools, ensuring smooth execution.Future of AI in B2B – The next wave of AI will focus on deep research capabilities, personalized recommendations, and predictive actions, eliminating guesswork for GTM teams.Quotes:"The most powerful AI agents aren't just about automation – they’re about solving real customer problems and making revenue teams more effective.""Without the right data, AI agents are just noise. The difference between success and failure in AI-driven GTM is data accuracy and context."Best moments:03:00–05:00: Chad shares his journey to Demandbase and his vision for AI-powered GTM strategies.08:00–10:00: Why AI adoption is skyrocketing but the execution still lags behind in B2B companies.12:00–15:00: Breaking down how Agent Base delivers real-time AI-driven insights without adding complexity.18:00–22:00: The biggest failures of AI SDRs and how data-driven AI agents can solve these issues.25:00–30:00: The future of AI in sales & marketing – from predictive modeling to agent-driven engagement.Tech recommendations:Perplexity AI – AI-powered deep research for customer insights & content generation.OpenAI / Gemini – AI tools for data processing & workflow automation.Book recommendations:The Inner Game of Tennis by W. Timothy Gallwey – A classic on performance psychology & learning through observation.Podcast recommendations:My First Million – A business podcast that breaks down growth strategies & success stories.Leaders to follow:Gabe Rogol, CEO at DemandbaseUmberto Milletti, Chief R&D Officer at DemandbaseKelly Hopping, CMO at DemandbaseMarc Benioff, Chair & CEO at Salesforce.Parker Harris, CTO at SalesforceSign up for AgentbaseMeet Chad at the Forrester B2B Summit (March 30) & EMEA Conference in London (April 30).Sign up for Demandbase’s AI Agent Design Partner Program – coming soon!Follow Chad Holdorf on LinkedIn for AI-driven B2B insights.About the guest:Chad Holdorf is VP of Product at Demandbase, leading product to transform how marketers drive pipeline and revenue. With 15+ years in product, including leadership roles at Pendo, Salesforce, and John Deere, he builds high-performing teams, drives bold product strategies, and delivers results.Connect with Chad Holdorf.