OnBase: Smashing Sales and Marketing Misalignments

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

Episode Summary In this OnBase episode, Chris Moody talks with Tyler Pleiss, Associate Director of Growth Marketing at Movable Ink, about transforming Account-Based Marketing (ABM) from a tactical tool into a strategic go-to-market approach. Tyler shares insights on aligning ABM with enterprise goals, fostering cross-functional collaboration, and leveraging AI for efficiency. He emphasizes the importance of targeted personalization, strategic account prioritization, and focusing on measurable outcomes to drive impactful results. About the guest Tyler Pleiss is a seasoned marketing professional with extensive experience in account-based marketing (ABM) and growth marketing strategies for B2B organizations. Currently serving as Associate Director of Growth Marketing at Movable Ink and a member of the Executive Council at ForgeX, Tyler also consults on marketing strategies at TACK and founded The Pleiss is Right, LLC., a platform dedicated to ABM insights. Previously, Tyler held key roles at Clari, where the focus was on establishing growth marketing for the Strategic Industries segment, and at Terminus, leading strategic ABM initiatives. Additional experience includes positions at Quantum Workplace, Signal 88 Security, and Courtside Marketing. Tyler earned a Master's degree in Management with a Marketing focus from Bellevue University and a Bachelor's degree in Business/Sports Management from Buena Vista University. Connect with Tyler Pleiss Key takeaways - ABM as a Strategic Lever: Reframe ABM as a strategic tool driving measurable business goals like upsells and new market expansion. - Aligning Enterprise Teams: Connect ABM strategies to top company objectives, ensuring alignment across marketing, sales, and SDRs. - Data-Driven Insights: Use analytics to target high-value accounts with the greatest revenue potential. - Cross-Functional Collaboration: Strengthen team alignment through structured communication and project management. - AI for Efficiency: Leverage AI tools to streamline account research, content creation, and campaign execution. - Human-Centric Personalization: Maintain deep personalization by focusing on fewer, high-priority accounts. - Smart Budget Decisions: Double down on marketing channels proven to contribute to pipeline and revenue. - Team Buy-In: Engage sales leaders and SDRs to embed ABM into shared revenue strategies. - Balanced Automation: Use automation for efficiency while preserving authentic, human-led interactions. - Long-Term Relationships: Build lasting connections with key accounts for sustained growth. - Iterative Improvement: Continuously refine ABM tactics using team feedback and performance data. - Targeted Personalization: Scale personalization efforts strategically without sacrificing quality or impact. Quotes On Shifting ABM to Strategy: "ABM isn't just a marketing tactic—it’s a strategic framework that ties directly to enterprise goals like growth and expansion." On GTM Alignment: "Success in ABM comes when marketing, sales, and SDR teams rally around shared objectives and prioritize the right accounts together." On Data Utilization: "Data-driven insights aren't optional; they’re the backbone of any effective ABM program, helping us focus on accounts that truly matter." Connect with Tyler Pleiss | ⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠| ⁠⁠⁠⁠Website

Episode Summary In this episode of OnBase, host Chris Moody talks with Scott Clark about transforming B2B sales through a buyer-centric, data-driven approach. Drawing from his 30 years of experience in enterprise sales and marketing, Scott shares insights on aligning sales and marketing, leveraging data for efficiency, and integrating CRM and AI tools to enhance customer engagement. He emphasizes the importance of understanding buyer behavior, fostering collaboration, and adapting to digital transformation to drive growth and competitiveness. This conversation offers actionable advice for anyone navigating the evolving sales landscape. About the guest Scott Clark, Vice President of America Sales at CTG, is a 30-year industry veteran helping clients achieve digital transformation. Mr. Clark earned a bachelor’s degree in Marketing from Butler University, a master’s degree in Management from Harvard University, and is a National Association of Corporate Directors member. Prior to Computer Task Group, Inc. (Nasdaq: CTG), he was the VP of Sales at Ensono, a technology adviser and managed service provider. Before Ensono, he was the Vice President of Sales for the Managed Services Division at NTT Limited (NTT). Before NTT, he served as the Chief Marketing Officer at ConvergeOne. Connect with Scott Key takeaways - Shift to Buyer-Centric Sales: Organizations must adapt to buyers' preferences for self-research and personalized experiences, focusing on being consultative rather than seller-driven. - Data-Driven Strategies: Leveraging data for better forecasting, decision-making, and personalization is essential for reducing sales cycles and improving customer engagement. - Sales and Marketing Alignment: Collaboration between sales and marketing is critical to achieving consistent messaging, targeting, and driving efficiency in the customer journey. - Adopting Technology: Tools like CRMs, marketing automation platforms, and AI-driven insights are foundational for enhancing sales processes and creating competitive differentiation. - Change Management: Successfully navigating sales transformation requires leadership skills to manage mindset shifts, processes, and emotions associated with organizational change. - Focus on Growth Metrics: Understanding and optimizing conversion rates, customer lifetime value, and demand generation efficiency are vital for sustainable growth. - Importance of Data Literacy: Sales teams must be adept at interpreting and applying data insights to make informed decisions and strengthen customer relationships. Quotes On Buyer-Centric Models: "Buyers expect to be taught, to learn something, and to gain knowledge in their decision-making process—not to be told what to do." On Personalization: "Personalize it to me, align it with my organization and my role. Buyers today demand relevance at every step." Books:- The Challenger Sale by Matthew Dixon and Brent Adamson: This book explores the importance of teaching, tailoring, and taking control in sales conversations. - Building a StoryBrand by Donald Miller: It emphasizes the power of storytelling in marketing to clarify messages and engage customers. - Predictable Revenue by Aaron Ross: This guide offers insights into building scalable sales processes and generating consistent revenue. Blogs: - HubSpot Blog: A comprehensive resource covering topics in marketing, sales, and customer service. - Sales Hacker: Provides practical advice and strategies for modern sales professionals. Newsletters:The Lean Startup Newsletter: Offers insights into agile methodologies and innovative business strategies. ⁠Connect with Scott⁠ ⁠| ⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠| ⁠⁠⁠Website

Episode Summary In this episode of OnBase, host Chris Moody sits down with marketing powerhouse Elizabeth Hague to explore the pivotal role of brand building in driving responsible growth and long-term revenue success. Drawing from her 15 years of experience, Elizabeth shares actionable insights on breaking down silos, aligning the brand with demand, and fostering customer obsession to create unified, revenue-driven strategies. From navigating B2B and B2C landscapes to leveraging AI for efficiency, she offers bold perspectives on category leadership, measurable brand success, and overcoming skepticism from boards and CFOs. Tune in to learn how a strong brand foundation can transform your business for 2025 and beyond. About the guest Elizabeth Hague is a seasoned marketing executive with 15 years of experience scaling brands and driving revenue growth. She has shaped a $2.3B valuation brand, scaled two companies to acquisition, and advised over 115 businesses. Recognized as one of Georgia's "Most Remarkable Women" for her mentorship of female entrepreneurs, Elizabeth specializes in aligning brand, demand, and product strategies for pre-IPO companies. With a focus on customer obsession and measurable impact, she empowers teams to deliver full-funnel marketing success and long-term growth. Connect with Elizabeth Key takeaways - Brand as a Revenue Driver: Elizabeth emphasizes that brand building is critical for responsible growth and long-term success, bridging the gap between customer trust and measurable revenue outcomes. - Unified Marketing Approach: Breaking down silos between brand, demand, and product teams is essential for a cohesive strategy that drives category leadership and sustainable growth. - Customer Obsession Wins: A customer-first approach fuels brand trust, repeat business, and long-term revenue, making customer success a key component of marketing strategies. - A brand is Measurable: Contrary to popular belief, brand initiatives can and should be tied to measurable outcomes, such as pipeline influence, customer retention, and category leadership metrics. - Leadership in Uncertainty: In tough economic times, aligning brand strategy with revenue goals helps companies navigate challenges and emerge stronger. - Leveraging AI in Marketing: Elizabeth advocates for using AI to enhance efficiency, from streamlining content creation to personalizing customer experiences, while keeping a human touch. - Advocating for Brand Investment: To address skepticism from boards or CFOs, marketers must connect brand strategy to tangible business outcomes, such as improved onboarding, NPS scores, and trust-building initiatives. - Adapting Across B2B and B2C: Drawing from her experience in both spaces, Elizabeth underscores the importance of tailoring brand strategies to industry-specific needs while focusing on customer value. Quotes On Brand and Revenue Alignment: "Brand isn't just about aesthetics; it's a strategic asset that, when aligned with revenue goals, drives sustainable growth." On Customer-Centric Strategies: "Putting the customer at the heart of your brand strategy transforms them into advocates, fueling long-term success." Recommended Resource Books - "Stealing the Corner Office": A practical and concise book providing insights on navigating workplace politics and leadership.- “Revenue Architecture”: Elizabeth mentioned this new book, focusing on the bow-tie revenue model and aligning revenue leaders across marketing and sales. ⁠Connect with Elizabeth⁠ | ⁠⁠Follow us on LinkedIn ⁠⁠| ⁠⁠Website

Episode Summary In this episode of OnBase, host Chris Moody talks with Anh Huynh about the evolving role of AI in cybersecurity, especially in email and collaboration systems. Anh shares his journey from early IT setups to today's advanced AI-based security measures, highlighting the shift from heuristics-based to AI-driven threat detection to combat sophisticated business email compromises (BEC). Anh explains how collaboration, communication, and integrating AI across security infrastructures are crucial in staying ahead of cyber threats. They also discuss the importance of emotional intelligence, balancing hybrid work environments, and tools that enhance security and quality of life, especially for remote work. About the guest Anh Huynh is the Director of Messaging Engineering and Head of Security Services at Applied Materials, where he has led teams in securing critical communication infrastructure for nearly five years. In this role, Anh focuses on cybersecurity measures within messaging and collaboration spaces, implementing advanced AI/ML detection processes, and enforcing security protocols like SPF, DMARC, and DKIM to address emerging cyber threats. He also oversees supply chain cybersecurity initiatives, IP protection, and data loss prevention, integrating solutions across platforms like Outlook, Exchange, and Office 365. With over 18 years of experience in global messaging, Anh combines technical expertise with a strategic approach to managing cybersecurity and team development, making him a valuable voice on the role of AI and layered security in modern enterprises.Anh also helps businesses enhance their cybersecurity strategy through his firm, ADH Consulting.Connect with Anh: Phone: 831-277-3525 | Threads: @anhdhuynh75 | Email: anhdhuynh@gmail.com | LinkedIn Key takeaways - AI in Cybersecurity: AI is crucial for detecting sophisticated threats like business email compromises, surpassing traditional methods. - Collaboration is Key: Effective cybersecurity needs strong collaboration and shared intelligence across teams. - Hybrid Work Balance: A balanced mix of in-office and remote work supports productivity and security adaptability. - Layered Security: A multi-layered defense, combining traditional and AI methods, enhances threat detection. - Actionable Insights: AI should provide clear, actionable insights to reduce manual work and improve security. - Emotional Intelligence: Leaders should cultivate emotional intelligence to manage hybrid teams better. - Tech and IoT Tools: Familiarity with various tech ecosystems and using IoT tools can improve personal and professional security. Quotes "The old process of heuristics-based security does not work today in the real world." -Anh HuynhRecommended Resource BooksEmotional Intelligence by Daniel Goleman: It explores how understanding and managing emotions can enhance personal and professional relationships ⁠⁠Connect with Any Huynh | ⁠Follow us on LinkedIn ⁠| ⁠Website

Episode Summary In this Special episode celebrating the release of our 500th episode, OnBase welcomes Demandbase CEO Gabe Rogol to discuss the company’s recent rebrand and the future of account-based GTM strategies. Gabe shares the vision behind the transformation, emphasizing Demandbase’s commitment to solving modern B2B challenges through enhanced integration, transparency, and AI-driven automation. He explains how these changes aim to better align marketing and sales efforts for long-term account success. Gabe also dives into the next phase of account-based strategies, highlighting new insights, data strategies, and automation that will drive alignment and efficiency across teams, shaping Demandbase’s path forward. About the guest As the Chief Executive Officer of Demandbase, I'm responsible for fulfilling the company's mission of transforming how B2B companies go-to-market. Since joining Demandbase in 2012, I've been committed to setting the product and corporate strategy for the company. Throughout my two-plus decade career, I've held various leadership positions, including managing world-class customer service and sales teams at IDG and other leading publishers. I received my BA in Comparative Literature and Russian Language and Literature from Brown University. Connect with Gabe Rogol Key takeaways - Purposeful Rebranding: Demandbase’s rebrand isn’t just cosmetic—it reflects a strategic shift to address evolving B2B needs. Gabe highlights the importance of aligning brand, product, and go-to-market strategy to better meet customer challenges. - Account-based GTM as a Strategic Approach: Gabe emphasizes that account-based go-to-market strategies should be treated as a C-suite initiative rather than a marketing tactic. This shift requires cross-functional alignment, especially between marketing and sales, to maximize account lifetime value. - Enhanced Data Strategy: Successful account-based approaches rely on robust data strategies. Gabe discusses how integrating various data sets—like intent, engagement, and firmographics—is essential to provide actionable insights and ensure alignment. - The Role of AI and Automation: AI-driven automation is key to the future of account-based strategies, reducing manual tasks and delivering actionable insights on audience targeting, messaging, and engagement across platforms, creating a more efficient and effective go-to-market approach. - Focus on High-Value Accounts: Demandbase’s approach prioritizes identifying and aligning resources with accounts that offer the greatest potential lifetime value, shifting focus from broad lead generation to targeted engagement with the right customers. Quotes On Rebranding: “Rebranding isn’t just a new look; it’s a whole-company initiative. It’s about understanding where our market is going and clarifying what we want to represent in this new era for Demandbase and the account-based go-to-market category.” On Strategic Alignment: “An account-based approach should be a C-level strategic initiative—not just a marketing tactic. Aligning sales, marketing, and operations around high-value accounts is essential for long-term success.” On Data and Intent: “Intent data is powerful, but it’s just one piece of the puzzle. Real success comes from layering intent with technographic, firmographic, and engagement data to create a holistic, actionable view of target accounts.” On the Future of Account-Based Marketing: “We’re entering a new phase focused on automation and insights. By delivering audience, message, and action insights across platforms, we’re setting the stage for a more efficient and impactful go-to-market strategy.” On AI’s Role: “AI has the potential to fulfill the true promise of account-based marketing by automating complex processes and delivering the insights teams need to focus on what really matters: driving value for high-impact accounts.” ⁠Connect with Gabe Rogol⁠ | Follow us on LinkedIn | Website

Episode Summary In this episode of OnBase, Kyle Lacy discusses strategies for achieving cross-functional alignment between sales, marketing, and other teams. He identifies the main B2B marketing challenge as aligning these groups around common metrics and goals, emphasizing the need for documented processes and a shared revenue model. Kyle stresses the importance of marketing demonstrating its contribution to sales outcomes, not just brand-building. He also shares insights on leveraging AI tools while cautioning against replacing human sales roles. Overall, Kyle provides practical advice for B2B marketers seeking to improve cross-functional alignment and drive business growth. About the guest Kyle has spent the last 17 years building, scaling, failing, and winning in high-growth software. He’s currently serving the Jellyfish team as their CMO, and before joining the Jellyfish “bloom,” he had the pleasure of building a company called Lessonly. He has also been fortunate to lead teams at Seismic, OpenView, Salesforce, and ExactTarget. But most importantly, he is the father to two wonderful boys, an energetic dog, and one too many books on World War II. Connect with Kyle Lacy Key takeaways - Cross-functional alignment: Success in sales and marketing hinges on aligning around shared performance metrics e.g., pipeline, revenue) and fostering collaboration across teams. - Focus on key numbers: Misalignment often occurs when sales and marketing teams aren’t tracking the same metrics. Agreement on crucial numbers is vital for achieving alignment. - Sales and marketing collaboration: Understanding the sales model, including pipeline coverage and quota attainment, is critical for marketers to contribute effectively to revenue. - Importance of brand: While brand building is essential, it must always tie back to measurable business results like pipeline and bookings. - AI in marketing: AI is useful as an assistant for research, content creation, and data analysis, but it’s not yet capable of fully replacing human tasks, especially in prospecting. - Engaging content: Effective case studies and white papers should focus on clear ROI data rather than just promotional content, making them more engaging and useful for prospects. - Documentation and process: Having a well-documented process and alignment on definitions like MQLs) helps prevent confusion and misalignment between teams. - Marketing’s goal: The ultimate purpose of marketing is to help sales close deals, and success is determined by contributions to pipeline and quota. Quotes "Nobody cares about your brand campaign if your sales team hits 40% quota attainment." "If you're not aligned with the sales leader and not looking at the same numbers, eventually it's going to break." Recommended Resource Books "Elon Musk" by Walter Isaacson: Kyle recommends this biography for its insights into the mindset of innovators with extreme urgency and ambition. Newsletters Ultra Successful by Dr. Julie Gurner: A paid newsletter Kyle highly recommends. He praises Dr. Gurner for her brilliant insights, noting that it’s one of the few newsletters he subscribes to. ⁠Connect with Kyle Lacy⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ |⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website

Episode Summary In this episode of OnBase, host Chris Moody interviews Aristomenis Capogeannis on the critical role of aligning sales and marketing for successful data and AI transformations. Ari explains that misalignment can increase costs and damage competitive advantage. He emphasizes the importance of a unified "single source of truth" to enhance collaboration and avoid redundant efforts. Ari suggests that innovation often requires a fresh look at existing technologies, not just new tools, and recommends books like Crossing the Chasm and The Four Agreements for personal and professional development. About the guest Aristomenis Capogeannis is the Senior Director of Enterprise Revenue Marketing at Nvidia. With over 20 years of experience, Ari is an expert marketing technologist focused on demand creation and marketing led growth via data-driven strategies. He has successfully led marketing transformations from an operations and organizational standpoint, delivering growth and subsequent marketing attribution to pipeline driving acquisition and funding milestones in the Financial SaaS, Robotic Process Automation, and Networking industries. Connect with Aristomenis Capogeannis Key takeaways - Misalignment between sales and marketing can hinder data and AI transformation, increasing costs and harming competitive advantage. - A unified “single source of truth” is essential for effective collaboration and reducing redundant efforts. - Successful data-driven strategies require actionable insights that resonate across all levels, especially at the executive level. - Innovation often involves leveraging existing technologies more effectively rather than constantly seeking new tools. - Bringing fresh perspectives and talent can provide novel insights and boost organizational growth. Quotes “Misalignment between sales and marketing can turn your brand into the spammy brand nobody wants to talk to.” “Innovation doesn’t always mean buying new technology. It often requires stepping back and rethinking how to better use what you already have.” Recommended Resource Books: - Crossing the Chasm by Geoffrey A. Moore - The Four Agreements by Don Miguel Ruiz ⁠Connect with Aristomenis Capogeannis⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ |⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website