OnBase: Smashing Sales and Marketing Misalignments

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

Sally Winter, Marketing Director at Benefex, discusses scaling marketing with AI and ABM. She emphasizes using existing content and a repeatable model for effective ABM campaigns. Sally talks about the importance of brand building, measuring influence over vanity metrics, and using events for emotional connectivity. Key takeaways include AI's strategic significance in modern marketing and challenges in B2B implementation.

Episode Summary This episode of Sunny Side Up Media discusses fostering professional communities and networking in tech. The speakers share their career journeys in roles like operations, enablement, and sales. They emphasize building relationships through open communication and understanding. Advice includes finding mentors, embracing new opportunities, and focusing on quality connections over quantity. Tips address networking for introverts, dealing with rejection, and giving/receiving balance. The episode stresses authenticity, trust, and collaboration in cultivating meaningful work relationships. About the guests Angela Mueters Angela is a Strategic Account Director at Demandbase, with a decade of experience at the company. She has held several roles on the Sales team at Demandbase and works with some of the most well-known brands in B2B. She has earned multiple President’s Club honors and has become a go-to person for insights and feedback within the organization. Angela constantly seeks ways to grow professionally and stay inspired through networking, mentoring, and different learning paths. Outside of work, Angela finds joy in traveling and spending time with her kids. Fationa Whittinghill Fationa “Yona” Whittinghill is an Advertising Operations Specialist at Demandbase where she has worked for almost 2 years now. From the B2C world of the Automotive industry, she made the switch to B2B with Demandbase. She brings her collaborative spirit in partnering with the campaign management team in the execution, management, and optimization of complex ad campaigns. Yona graduated from the University of South Florida with a Major in Marketing and International Business. In her free time, she enjoys the outdoors, the beach, live music, and quality time with her daughter and friends in Florida. Meghann Del Guercio Meghann is the Senior Revenue Enablement Manager, CX at Demandbase, with nearly 6 years of tenure. Her passion lies in enabling and mentoring others, where she finds fulfillment in empowering peers to reach their full potential. Aside from work, Meghann is a mom of two boys, whose energy and love inspire her every day. Key takeaways- Build relationships through open communication and understanding others - Find mentors to help guide your career growth and development  - Embrace opportunities outside your comfort zone for new experiences and connections - Focus on quality over quantity when networking and building professional connections - Ask questions and seek feedback to learn and strengthen relationships - Balance giving and receiving in professional relationships for mutual benefit - Be authentic and let your voice be heard with confidence in male-dominated fields - Cultivate communities both within and outside your organization for inspiration and support Quotes "I think cultivating trust and showing a genuine interest in other's success. And having a shared knowledge. I think it helps build the relationship."-Van on building new skills and learning for growth. -Fationa Whittinghill "I love when people internally will approach me and say Oh, I know you've been here for a while. I'd love to get time on your calendar. I'd love to kind of Like, learn from you." -Angela Mueters "Moving into the enablement space, I never found a community that was so influential and impactful. In any other field that I've been in, like, these people want you to succeed, regardless as to where they work." -Meghann Del Guercio Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ |⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

Tom Keefe, a marketing ops expert, discusses the impact of Google's removal of third-party cookies on digital advertising strategies. Topics include the

Episode SummaryThis episode of the Sunny Side Up podcast features Carol Holly discussing building a brand through customer relationships. As CMO of Exclaimer, Carol shares her background and interest in marketing. She emphasizes prioritizing customer experiences and aligning business processes to meet customer needs. Carol also highlights the challenges of collaboration across departments and measuring the impact of brand-building efforts. Overall, she provides valuable insights on balancing brand awareness and demand generation investments for business growth. About the guest Carol is the CMO at Exclaimer, an email signature software platform. She is a senior leader backed by over 15 years in the digital and technology space for established businesses and start-ups. Coming from a background in product marketing, brand development, and demand generation. Carol is hugely passionate about building strategy, storytelling, bringing products to life for consumers, and driving growth. From building the first intelligent customer journeys at a global hotel brand to scaling the business marketing function from zero to hero for a Skyscanner, managing global demand for a leading pre-IPO software giant, Carol has a proven track record in engaging with the business, developing key stakeholder relationships, managing budgets and leading teams to realize their potential. Connect with Carol Howley Key takeaways - Prioritize customer experiences and align business processes to meet customer needs - Cross-departmental alignment is key to achieving customer-centric growth - Balance investments in brand awareness and demand generation for business growth - Measure brand awareness impact through metrics like NPS, engagement, sentiment - Personalization, AI, ABM, and video are areas of focus for future marketing strategy - Building trust through the brand is important for long-term visibility and sales opportunities Quotes“How do we focus on what's in the market, tailor our message to those particular verticals, or those types of or groups of people, and start to be really intelligent about where we spend our money? Because if we did spend on every possible industry vertical and company size would be very, very poor very quickly. -Carol Howley ⁠Connect with Carol Howley⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠| ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ |⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

Episode Summary This episode of Sunny Side Up features a discussion about women's careers in tech with Debbie Saskin and Van Hsieh from Demandbase. The speakers share their non-traditional paths into tech from fields like education and biochemistry. They discuss challenges like adapting to new skills and industries, as well as strategies for career advancement through self-advocacy, mentorship, and asking questions. The importance of flexibility, adaptability, and supportive work environments for women in tech are also highlighted. About the guests Van Hsieh Van is a dynamic Sr. Software Engineer at Demandbase. With a career that’s taken her from sales to solutions engineering and finally to software development, Van's love for crafting and delivering tangible projects shines through in her work. Her path, marked by continuous learning and adaptability, showcases a deep-seated passion for exploring new horizons and mastering diverse skills.Outside of the digital realm, Van finds solace and creativity in pottery, an art form that mirrors their professional approach—meticulous, thoughtful, and uniquely personal. Residing in San Francisco, they draw inspiration from the city's vibrant energy, blending the artistry of their hobbies with the innovation of their tech career to create a fulfilling, balanced life. Connect with Van Debbie Saskin Meet Debbie, a seasoned professional in digital marketing and campaign strategy, currently serving as a Manager, Campaign Strategy at Demandbase. Her journey began in a small tech company, evolving through roles in sales assistance and publisher-side Ad Operations before thriving as a Senior Optimization Manager at PebblePost. With a background in education, Debbie seamlessly integrates learning principles into her work, fostering innovative strategies. Her diverse experience equips her for client-facing roles, consistently delivering exceptional results. Beyond work, Debbie enjoys cooking, live music, and travel, finding inspiration in diverse cuisines and cultures. Connect with Debbie Key takeaways - Career paths in tech can start from non-technical backgrounds through opportunities and absorbing new skills - Self-advocacy, asking questions and finding mentors are important for career growth - Negotiating salary and promotions requires understanding your own worth and industry standards - Flexibility and adaptability are valued traits for navigating an ever-changing industry - Supportive work environments and connections help retain women in tech careers Quotes“You start rising up, learning a lot, facing a lot of challenges when you're first picking up the skill, everything is new, everything is challenging. So for me, the learning part is pretty much always the biggest challenge. But once you're able to adapt it for yourself, it's going to be with you forever.” -Van on building new skills and learning for growth. "I think it's really important to have someone that you can look up to and that's advocating for you, as well as doing it for yourself." -Debbie on having a mentor.

Explore how professional services firms can leverage account-based growth strategies, scale thought leadership, personalize content, and use AI technologies. Learn about aligning marketing and sales through change management, focusing on customer success and adoption for long-term success. Discover how intent data and personalized targeting can uncover new opportunities and optimize content strategy for targeted personas.

Discussion on revenue alignment at UserGems, challenges of sales & marketing alignment, champion tracking, setting OKRs, importance of transparency in goals, and strategic approach to aligning resources for shared success. Guest suggestions for the podcast show and book recommendations for revenue alignment strategies.