OnBase: Smashing Sales and Marketing Misalignments

Oct 30 2024 500 ep. 27 mins 9

OnBase: Smashing Sales and Marketing Misalignments Podcast artwork

Sunny Side Up is now 'OnBase', the no-fluff, all-impact B2B podcast bridging the divide between sales and marketing. Hear from the sharpest minds in B2B as they share revenue-boosting tactics and lessons straight from the frontlines and help you solve your toughest challenges.

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Ep. 499 | Achieving Cross-Functional Alignment for Revenue Growth

Oct 30 2024 28 mins

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 demon

Ep. 498 | How Sales and Marketing Misalignment Undermines Data and AI Transformation

Oct 08 2024 20 mins

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 redund

Ep. 497 | Tech to Tactics: A CMO's Guide to B2B Marketing Balance

Sep 12 2024 23 mins

Episode Summary In this episode, Jayashree Rajan shares her unique journey from electrical engineering to becoming a seasoned marketing leader, emphasizing the importance of aligning marketing and sales strategies through trust, empathy, and shared goals. She discusses best practices for balancing inbound and outbound approaches, determining the right marketing mix based on organiz

Ep. 496 | The T-Shaped Marketer's Playbook

Aug 29 2024 21 mins

Episode SummaryIn this episode, Julie Liu, the Senior Vice President of Strategic Initiatives and Marketing at AvePoint, shares her unique journey into the world of B2B marketing. Despite not having a traditional marketing background, Julie has built a successful career by embracing a "T-shaped" approach - being a strong generalist with deep expertise in specific areas. S

Ep. 495 | The Art of ABM Optimization

Aug 22 2024 27 mins

Episode SummaryIn this episode, Avishai Sharon, Co-founder and CEO of Trend Demon, discusses the evolving landscape of B2B marketing and the rise of account-based strategies as a solution to the challenges posed by traditional demand generation tactics. He shares data-driven insights on the changing buyer journey, highlighting decreases in buying group size and website engagement,

Ep. 494 | Aligning Through Cross-Functional Collaboration and Consensus Building

Aug 08 2024 16 mins

Episode SummaryIn this episode, Christopher Mael discusses how he has made alignment meetings the most enjoyable part of the month. Christopher explains how he created a unified, goal-oriented environment by bringing diverse perspectives together and facilitating honest conversations to address gaps and align perceptions. He emphasizes the importance of understanding leadership'

Ep. 493 | The Art and Science of Brand Reinvention

Jul 30 2024 37 mins

Episode SummaryIn this episode Bill Kenney shares his journey from an art school student to a business owner, and how he co-founded Focus Lab with a business partner. The discussion covers common reasons why companies need to rebrand, such as company maturity, M&A activity, and addressing trademark issues. Bill offers tips for successful branding projects, including setting exp

Ep. 492 | Why MQL is a Terrible Metric?

Jul 24 2024 19 mins

Episode SummaryIn this episode, Peter discusses the problems with the traditional "marketing qualified lead" (MQL) metric, arguing that it doesn't accurately reflect the relationship between marketing and sales, and suggests focusing on "marketing qualified accounts" (MQAs) instead. Bregman emphasizes the importance of aligning marketing, sales, service, and

Ep. 491 | Balancing AI and Human Judgement in Decision Making

Jul 18 2024 23 mins

Episode SummaryIn this episode, Mana guides on implementing ethical and unbiased practices when using AI in marketing. She emphasizes the importance of ensuring data diversity, regular model audits, and transparency around how AI makes decisions to avoid bias. Mana suggests marketers ask fundamental questions about AI models, such as how they avoid overfitting, to validate outputs

Ep. 490 | Navigating GTM with Data & Instincts

Jul 12 2024 19 mins

Episode Summary In this episode of OnBase, Victoria Sakal explores effective go-to-market strategies and the delicate balance between data-driven insights and intuition in marketing. She discusses common challenges companies face, such as organizational disconnects and the struggle to be proactive in rapidly changing markets. Victoria emphasizes the importance of understanding cust