• OnBase: Smashing Sales and Marketing Misalignments

  • By: Demandbase
  • Podcast

OnBase: Smashing Sales and Marketing Misalignments

By: Demandbase
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  • Summary

  • 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.
    Demandbase
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Economics Marketing
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Episodes
  • Ep. 503 | Going from Traditional Sales to a Buyer-Centric Data-Driven Model

    Ep. 503 | Going from Traditional Sales to a Buyer-Centric Data-Driven Model
    Nov 21 2024
    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
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    35 mins
  • Ep. 502 | Why Brand is Your Biggest Revenue Driver

    Ep. 502 | Why Brand is Your Biggest Revenue Driver
    Nov 19 2024
    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
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    27 mins
  • Ep. 501 | How AI-Based Detection is Revolutionizing Security

    Ep. 501 | How AI-Based Detection is Revolutionizing Security
    Nov 16 2024

    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 Huynh
    Recommended Resource

    Books
    Emotional 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
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    22 mins

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