OnBase: Smashing Sales and Marketing Misalignments

Episode Summary This episode discusses the evolving role of marketing and how it is adapting to changes in buyer behavior and new technologies like AI. Jens Olivarius shares insights from his extensive career in marketing leadership roles. Key topics include the importance of understanding buyer intent, being relevant and creative in communications and aligning sales and marketing efforts through shared goals and processes. There is discussion about how AI can enhance jobs by automating repetitive tasks and improving products. The importance of focusing marketing efforts on the right target accounts and cutting wasteful spending rather than resources is also covered. About the guest Jens Olivariusis the CMO at FE fundinfo, previously being part of the Executive team at MDM Solutions company Stibo, and CMO at SimCorp, a global investment management IT solutions company, following an 18-year career with SaaS Institute where he undertook a variety of sales and marketing roles both in the US and Denmark. He presently resides in the beautiful city of Copenhagen. Connect with Jens Olivarius Key takeaways - Marketing is evolving due to shifts in buyer control and the need for more relevant, creative communications - Tactics like email are still relevant when used strategically, targeting the right audience at the right time - AI can enhance jobs by automating repetitive tasks, freeing up time for creativity and strategic work   - Aligning sales and marketing is crucial through shared goals, processes, and a focus on customer experience - Understanding buyer groups within organizations leads to more effective engagement - Cutting wasteful spending, not resources, is important when budgets are tight Quotes"AI took my job to new levels. And I think that's really what it's about, to a large extent. It's about a new technology, a new set of tools out there that can help you increase productivity." -Jens Olivarius ⁠Connect with Jens Olivarius⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ |⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website

Episode SummaryIn this episode, Ruth Zive, CMO of LivePerson, discusses how to successfully navigate the AI landscape with business leaders. She shares LivePerson's conversational flywheel framework for understanding customer needs and implementing AI in a practical way. Ruth also emphasizes the importance of aligning sales and marketing teams through shared goals and data-driven strategies. About the guest Ruth Zive oversees LivePerson’s global marketing organization, focused on growing scalable, measurable, and predictable world-class demand generation, with operational rigor. A three-time enterprise software CMO, she leads the company’s digital and demand generation, field marketing, and sales development, vertical and product marketing, branding, and internal and external communications functions. Connect with Ruth Zive Key takeaways- Understand customer needs through data insights before implementing AI - Use a framework like the conversational flywheel to practically implement AI and continuously improve - Prove business benefit and ROI of AI to consumers to narrow the "AI gap" - Align sales and marketing teams by holding them accountable to shared pipeline outcomes - Empower SDRs as brand ambassadors to improve conversion and feedback loops - Standardize messaging in an early funnel and ensure consistency through implementation Quotes"Business leaders have this enthusiasm around AI, this eagerness to roll it out. But then on the consumer side, there's a little bit of a reluctance. And we think that all ultimately comes back to delivering ROI on your AI investment." -Ruth Zive Recommended Resource Books-”Amp It Up" by Frank Slootman - A book about winning go-to-market strategies that influenced Ruth. Podcast -Honestly by Bari Weiss - Ruth's current favorite podcast that covers controversial topics gracefully. Websites -Fast Company - Ruth contributes articles here every couple of months. ⁠Connect with Ruth Zive⁠ | ⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ |⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website

Episode Summary This episode discusses how Devo implemented account-based marketing (ABM) and aligned its marketing and sales teams. Greg Aquavella from Devo shares how they overcame challenges through Demandbase training sessions with sellers and weekly one-on-ones. He emphasizes the importance of aligning sales and marketing efforts through collaboration and providing insights that matter to sellers. The episode also covers identifying opportunities for pipeline acceleration and integrating demand generation tools into existing sales workflows to streamline processes. Overall, it focuses on best practices for ABM success through effective alignment between revenue teams. About the guest Greg Aquavella is the Director of Marketing at Devo. With over 12 years of experience in marketing and 6+ years focused on account-based strategies, Greg is a leading expert in aligning marketing and sales for ABM success. At Devo, Greg spearheaded the implementation of their global ABM program to better target large enterprise accounts. He is responsible for building revenue and delighting customers through global ABM, Digital, and Field marketing strategies and supports Devo’s programmatic account intelligence engine. Connect with Greg Acquavella Key takeaways - ABM is a holistic approach that requires aligning marketing, sales, and customer success - Aligning sales and marketing is crucial for successful ABM implementation  - Schedule weekly one-on-ones with individual reps to understand account priorities - Leverage Demandbase training to help sellers apply insights in their sales approach - Identify opportunities for "pipeline acceleration plays" based on open opportunities - Integrate demand generation tools into the sales workflow to streamline the rep experience - Aligning tools and insights with existing sales processes provides quick wins Quotes"ABM encompasses so much more than marketing because if you're doing it well, you're working across the org, across multiple functions, and getting everything bought in at the right time, and getting everybody aligned to a singular goal and output." -Greg Acquavella Recommended Resource Books -The ABM Effect- A good intro book for anyone getting started with ABM. Websites - Fullfunnel.io- They break down marketing concepts visually and share case studies. Newsletter -Dashdot newsletter by Strategic ABM that highlights global ABM programs and use cases. ⁠Connect with Greg Acquavella⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ |⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website

Sunny Side Up Podcast is now OnBase, where hosts Chris Moody and Paul Gibson tackle B2B challenges weekly with top experts. For most companies, the gap between sales and marketing isn’t just a crack—it’s a chasm. And ignoring this rift? It’s not just risky; it's practically business sabotage. So that got us thinking, just why are so many sales and marketing teams, well, off-base–and what can we do to fix it? OnBase is about smashing those sales and marketing misalignments. If syncing sales and marketing to supercharge your revenue sounds like your kind of play, then “OnBase” is your must-listen. Rate us and subscribe now on Spotify, Apple Podcast, YouTube, or wherever you love to listen. Keep winning and stay OnBase.

Episode SummaryThis episode of the Sunny Side Up podcast discusses overcoming challenges faced by women in their careers, with a focus on imposter syndrome, advocating for career advancement, and maintaining work-life balance. Hardeep Kaur shares her experiences and advice on these topics, emphasizing the importance of authenticity, mentorship, and addressing unconscious biases. About the guest Meet Hardeep Kaur, the Director of People at Demandbase India. With 17+ years in HR, she's all about making things happen. Whether it's influencing leaders, spurring teams into action, or crafting tailored solutions, Hardeep's got it covered. She's passionate about solving challenges and works hand-in-hand with colleagues to drive meaningful change. In short, Hardeep is the driving force behind people-centric success at Demandbase India. Connect with Hardeep Kaur Key takeaways- Overcome imposter syndrome through self-awareness, self-compassion, and recognizing accomplishments - Advocate for your career through effective communication, finding mentors, and understanding different perspectives  - Address unconscious biases through open discussions with senior leaders to create an inclusive environment - Maintain work-life balance by prioritizing both equally, setting boundaries, and not feeling guilty about priorities - Networking is an ongoing process - find common ground and stay in touch with new connections Quotes"Networking is about being in constant touch, whatever the frequency. It's not a one-time task." -Hardeep Kaur ⁠Connect with Hardeep Kaur⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ |⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website

Episode Summary This episode of Sunny Side Up features an interview with Jill Canada, VP of Commercial at Mendaera, about her experience creating new markets and implementing disruptive technology. Jill discusses the challenges of market creation, especially in healthcare, and emphasizes the importance of change management. She also shares insights into building effective teams, lessons from both startups and large companies, and recommendations for books and guests. About the guest Jill Canada currently serves as the Vice President of Commercial at Mendaera Inc., a Silicon Valley-based healthcare technology company developing a platform that combines robotics, real-time imaging, artificial intelligence, and connectivity. Before Mendaera, Jill served as the Vice President of Corporate and Enterprise Sales and as a key member of the Executive team at Avail Medsystems where she led a dynamic team dedicated to supporting some of the healthcare sector’s largest and most influential entities. Connect with Jill Canada Key takeaways- Creating new markets takes longer and more money than expected, especially in healthcare with its regulatory complexities - Finding the right product-market fit and beachhead is critical for startups - Building a diverse, multidisciplinary team with empowerment and a culture of experimentation is important for disruptive technology - Change management is essential but often overlooked, especially in communicating with and guiding clients through workflow changes   - Experience from both startups and large companies is valuable; leadership qualities like accountability translate between environments - Aligning with investors and boards that understand your sector and market creation is important for startup success Quotes "Sometimes, success is defined by what you say no to as much as what you say yes to"  -Jill Canada Recommended Resource Podcast-DeviceTalks Podcast Network (MedtechWOMEN Talks, DeviceTalks Weekly) -Fast Five Medtech News -Huberman Lab -WorkLife with Adam Grant ⁠⁠⁠Connect with Jill Canada⁠ | ⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ |⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website

Episode SummaryThis episode discusses Google's new email policies that will classify companies as bulk senders if they send over 5,000 emails per day. Guests Liam Moroney and Graceanne MacDonald provide best practices for staying under the threshold, including database audits, custom tracking domains, and adding unsubscribe links to all emails. About the guest Graceanne (Domino) MacDonald Graceanne began her startup career in the sales world, first leading SDR/BDR teams, followed by a side-step into RevOps before formally landing in demand gen. And she brings that dual sales/marketing perspective into all of the programs she builds.  Connect with Graceanne (Domino) MacDonald Liam Moroney Liam may be in the marketing minority; in that, he went to school for marketing. He has grown his career as a demand generation leader in the startup space and developed unique perspectives coming up through marketing ops and content marketing. Connect with Liam Moroney Key takeaways- Google will classify companies as bulk senders if they send over 5,000 emails per day from their domain - Bulk senders must keep their spam rate below 0.3% or risk having their entire domain blocked from sending emails - Companies should audit their marketing databases and purge or suppress unengaged Gmail addresses - Implement SPF, DKIM, and custom tracking domains to improve email deliverability - Add unsubscribe links to all marketing and sales emails, including sales outreach emails - Challenge teams to truly understand their audiences through research and send more personalized content Quotes"It's not even a technical problem. It is not a design problem. It's philosophical, did they ask for this email? Is this email valuable?" -Liam Moroney "I fought a number of uphill battles on email deliverability, I was constantly beating the drum against bulk sending." -Graceanne MacDonald Recommended Resource Books Liam recommended books on marketing fundamentals like "Ogilvy on Advertising" and "Hey, Whipple, Squeeze This" which provide timeless principles Newsletters Graceanne recommended, ‘The Spark Toro’ and ‘Exit Five’ newsletters for great content on audience research and understanding.

Episode SummaryBrian Finnerty of Udacity discusses effective strategies for aligning content to different stages of the buyer's journey. He stresses the importance of investing in lower funnel proof points like customer success stories and third-party reports. Finnerty also provides tips for validating content assumptions directly with customers. Additionally, he emphasizes optimizing the content mix based on performance data and attribution to opportunities. Throughout the conversation, Finnerty reinforces the importance of tying content marketing efforts directly to pipeline and sales goals. About the guest Brian is a senior marketing executive with deep experience leading successful marketing teams. He believes that marketing can deliver extraordinary results when it harnesses the right blend of full-funnel demand, sales alignment, and rich customer insights. Brian's expertise includes brand strategy, B2B demand generation, and global customer acquisition from mid-market to Fortune 500.  Connect with Brian Finnerty Key takeaways- Map content assets to stages of the buyer's journey, including top-of-funnel awareness content and bottom-of-funnel proof points - Invest in lower-funnel customer success stories and third-party validation reports - Validate content assumptions directly with customers through feedback - Optimize the content mix regularly based on performance data and attribution to opportunities - Track pipeline as the primary metric for measuring content marketing success Quotes "If you're able to track all of those touchpoints, and make sure that they're associated with opportunities in your CRM, then I think you've got a fairly consistent way of assessing how your content engine is performing." -Brian Finnerty Recommended Resource BooksBrian suggests "No Rules Rules" by Reed Hastings and Erin Meyer about Netflix's approach to talent and culture. Podcast Professor Galloway's podcast, ‘The Prof G Pod’ for marketing and sales insights. ⁠Connect with Brian Finnerty⁠⁠⁠ | ⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ |⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

Episode SummaryEmily Butler discusses balancing brand and demand generation, sharing insights from her transition from agency to corporate life. Emily also provides tips on understanding customers and measuring success. The discussion covers marketing strategies in the complex aerospace industry and building brand awareness internally. About the guest Emily is a Sr. Director of Marketing at Honeywell Aerospace Technologies where she leads a team of demand and digital marketers in the Americas. Emily has 24 years of experience leading high-performing B2B marketing teams.  Before Honeywell Aerospace Technologies, Emily was the head of digital marketing and demand generation at a full-service marketing agency working with brands such as Symantec, Spirent, Model N, ServiceNow, BroadSoft, Infovista, Sage, and several startups acquired by Cisco and Oracle. Connect with Emily Butler Key takeaways- The importance of balancing brand and demand marketing, even with budget pressures - Measuring success through pipeline and revenue, not just MQLs - Gaining customer insights directly through VoC sessions and sales call participation   - Aligning marketing, sales, and supply chain for transparency on aerospace industry challenges - Prioritizing moments that matter most in the customer journey - Building internal belief in your brand message before external campaigns Quotes "Your brand really starts with internal marketing. So for your brand to be successful your entire employee base needs to believe the message, they need to live it, they need to breathe it." -Emily Butler Recommended Resource BooksEmily recommends the book "The Micro Stress Effect" by Rob Cross as a must-read for high performers and those at risk of burnout. Connect with Emily Butler⁠ | ⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ |⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

Episode SummaryShelley Morrison shares her insights on mastering marketing through experimentation, creativity, and building an innovative culture. She discusses how her background in advertising and marketing has prepared her to thrive in an ever-changing industry. She emphasizes the importance of embracing risk, testing new ideas, and fostering psychological safety to encourage idea-sharing and learning from failures. Shelley also stresses aligning brand and creative efforts to positively impact demand generation. Listeners learn about Shelley's approach to monthly test-and-learn sessions and how sharing results openly helps teams improve continuously. Useful recommendations are provided on history podcasts and inspiring B2B marketing leaders. About the guest Shelley Morrison, VP of Global Growth Marketing at Domo, is a seasoned full-journey marketer with deep expertise in global demand generation, offline and digital media, growth strategy, and sales and marketing alignment. She’s skilled in leading best-in-class global marketing teams and is a savvy, data-driven marketer with high-scale expertise, systematically establishing operational rigor and accelerating marketing programs to maximize efficiency and drive business results while ensuring personalized and relevant experiences for customers and prospects alike. Connect with Shelley Morrison Key takeaways - Embrace constant testing and innovation to stay ahead of changing consumer habits - Work at an agency to develop a mindset of flexibility, risk-taking, and experimentation  - Winning internal buy-in is crucial - this can be learned from agency experience - Create psychological safety for teams to feel comfortable sharing new ideas and failures - Conduct regular test-and-learn sessions to foster a culture of continuous improvement - Brand and creative efforts are important for downstream demand generation results   - Sharing learnings openly from tests helps teams progress together Quotes "Brand creatives are the initial imprint of the brand on the audience. Someone is going to see your brand ad and it is so crucial that it is exactly how you want your brand to be seen." -Shelley Morrison Recommended Resource PodcastShelley recommended the "Unobscured" podcast, which takes a deep dive into various historical events and periods to uncover the true context and lessons we can learn. ⁠Connect with Shelley Morrison⁠⁠ | ⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ |⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠