OnBase: Smashing Sales and Marketing Misalignments

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.

Episode SummaryIn this episode of OnBase, host Chris Moody sits down with Judit Szabo to discuss the complexities of aligning account-based strategies within diverse tech environments. With organizations facing challenges in tailoring ABX (Account-Based Experience) initiatives across different teams, tools, and processes, Judit shares her insights on how to execute ABX successfully.From understanding skill sets that drive alignment to navigating sales and marketing collaboration, she provides actionable insights on overcoming common obstacles, measuring success, and adapting methodologies for different organizations.Judit also explores the role of AI in account-based strategies, how technology enhances personalization, and why holistic, data-driven approaches are critical for long-term success.About the GuestJudit is a  B2B marketing leader with 15+ years at IT Software and Services companies, Judit has PR and Media experience prior to joining the Tech industry. She was the winner of the 2019 Forrester ROI Honours Award in Europe for sales & marketing alignment at TIBCO Software with the introduction of transformative, industry-led value based GTM strategies. She has a strong passion for building and leading global teams with a sweet spot for Demand Generation and Growth Marketing, leading the development and management of integrated marketing strategies and execution to deliver growth and revenue for the business. She has experience in campaign and content management, digital, field, partner, and account-based marketing as well as data and performance-led marketing operations, advocating cross-functional collaboration across Marketing, Sales, Product and Operations with special focus on finding ways to optimise and orchestrate business processes in support of strategic objectives. In her free time, she’s an avid yoga practitioner, as well as a volunteer baker at her local National Trust estate in England.Connect with Judit SzaboKey Takeaways - Holistic Thinking Drives ABX Success – Account-based management isn’t just a marketing function; sales and marketing must work together to grow and penetrate accounts.- Patience Is Essential – ABX is a long-term strategy, not a quick fix. Expect an 18+ month cycle for results, and celebrate small wins along the way.- Data is the Foundation – Strong account intelligence is key to avoiding misalignment and wasted efforts. The right tools and governance ensure that teams are acting on reliable data.- Aligning Sales & Marketing Requires Process, Not Just Intent – Establish shared KPIs, define roles, and create a feedback loop to ensure alignment throughout the account lifecycle.- One-to-One ABX is the Goal, But Requires Strong Foundations – Organizations should first build a solid demand generation engine before scaling to hyper-personalized, one-to-one outreach.- AI Can Help, But It’s Not a Silver Bullet – While AI can assist with personalization, content generation, and automation, it can’t replace the strategic thinking needed to execute ABX effectively.Quotes"The three most important skills for ABX success? A holistic approach, patience, and a data-driven mindset. Without these, execution will fall apart."Recommended ResourceBooks:⁠Coaching for Performance⁠ by Sir John Whitmore – A leadership guide on empowering teams and driving success through coaching.

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