OnBase: Smashing Sales and Marketing Misalignments

Episode Summary This podcast episode discusses how Jodie Woodworth implemented an agile marketing framework to improve efficiency and productivity at her company. She shares how she overcame resistance from her team by empowering them and introducing agile principles gradually. Originally the team struggled with slow project completion due to perfectionism, but agile practices helped deliver value to customers faster. The speaker discusses optimizing meetings, prioritizing tasks, and improving communication through daily stand-ups and regular team collaboration. Metrics for tracking campaign performance and strategies for continuous improvement are also covered. The importance of adapting quickly to changes in their fast-paced industry is emphasized. About the guest Jodie Woodworth is the head of marketing for Envysion, a Motorola Solutions company focused on managed video technology to reduce loss, improve safety & security, and create operational excellence protecting restaurant and retail establishments. She is passionate about B2B marketing and leading an agile marketing team by empowering others to flourish in their role. Connect with Jodie Woodworth Key takeaways- Implement agile marketing gradually to gain team buy-in and overcome resistance to change - Empower your team to make decisions, take risks, and learn from failures  - Prioritize tasks based on duration and value delivered to customers - Optimize meetings and communication through daily stand-ups and collaboration across teams - Track campaign metrics like engagement and lead generation to improve strategies - Continuously adapt strategies and processes to changes in your industry's pace of innovation Quotes“If you're stuck and don't know why it didn't work, figure out why it didn't work and try something else. But do it quickly.” -Jodie Woodworth Recommended Resource Books-Story Brand by Donald Miller. -Atomic Habits by James Clear. Podcast -Exit Five by Dave Gerhardt. ⁠Connect with Jodie Woodworth⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ |⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website

Episode Summary Kara Alcamo and Rachel Cursai discuss how the deprecation of third-party cookies in 2024 will impact B2B marketing. They cite privacy concerns and regulations driving this change. Leveraging first-party data through tools like identity resolution and focusing on personalized experiences are recommended strategies. The episode provides insights on adapting to a cookieless future through enhanced customer data collection and analytics. About the guests Kara Alcamo Kara is the founder of Alcamo Marketing, a B2B marketing consultancy. With over 15 years of experience in marketing strategy, media, SEO, content, and technology, she started Alcamo Marketing to provide strategic consulting services and execution capabilities. In addition to her marketing expertise, Kara has diverse interests outside of work. She is a proud beekeeper with over 4 beehives, a bunch of chickens, two cats, a dog, and a horse on her regenerative permaculture farm. Kara brings her passion for innovation to her clients, helping leading B2B brands navigate evolving privacy regulations and the cookieless future of digital marketing. Connect with Kara Alcamo Rachel Curasi Rachel is the EVP of Activation at Alcamo Marketing. She started her career in media buying and planning where she worked for 10 years and then shifted to B2B media technology and strategy. At Alcamo Marketing, she focuses on overseeing all of the operations, client support, and B2B technology. Connect with Rachel Curasi Key takeaways- Privacy concerns and regulations are driving the deprecation of third-party cookies by 2024 - Loss of cookies will impact targeting precision and measurement accuracy for marketers   - Marketers should leverage first-party data through tools like identity resolution - Focus on personalized experiences to build loyalty and collect more customer data - Contextual targeting and direct publisher buys are alternative targeting strategies - Statistical analysis expertise will be needed to properly track and analyze performance - Investing in data/analytics skills is important for the cookieless future of marketing Quotes"I think that even just basic statistical analysis is hugely under-leveraged right now in marketing."-Kara Alcamo “People want a personalized experience, but at the same time, they don't want it personalized to a point where it gets a little creepy.” -Rachel Curasi Recommended Resource Books-A World Without Email -Deep Work ⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ |⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website

About the guest Matthew is a strategic marketer specializing in technology marketing for B2B and B2C blue-chip corporates. He has been involved in shaping and implementing brand strategies and communications for most of his career. He has driven brand marketing for FTSE 100 and NYSE-listed businesses in the UK, USA, and several countries. Connect with Matthew Leopold Episode Summary Matthew Leopold from LexisNexis shares how they segment their messaging for different stakeholders in the buying process, from managing partners to IT directors to users. He discusses challenges around data privacy and attribution in B2B marketing. The importance of understanding sales teams and aligning marketing and sales goals is also covered. Key takeaways Personalized marketing is important for diverse personas in professional services firms like law firms Understanding the buying journey and different needs of stakeholders like partners, IT directors, and users is key Attribution is difficult in B2B but tracking engagement, conversion, and retention is important Regulated industries face data privacy challenges that marketing must work within   Aligning sales and marketing goals through collaboration and understanding each team's perspectives improves effectiveness Thought leadership should provide relevant insights sales can leverage with clients Quotes "I think no matter how many meetings I have with our clients, or with lawyers, I will never have as much time on the front line, as our salespeople will." - Matthew Leopold on why marketing should understand the sales perspective.

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.