OnBase: Smashing Sales and Marketing Misalignments (Demandbase)
Explorez tous les épisodes de OnBase: Smashing Sales and Marketing Misalignments
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| 05 Apr 2018 | Episode 1 | Fire your relatives | 00:15:58 | |
Aquid Shahwar, an Engineer leader with Shoppingpal shares his amazing experience and learning, working with different startups. He talks about choosing the right startup, the mindset and the right culture to achieve success in a startup.
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| 13 Jan 2022 | Ep. 274 | Pivoting during the covid crisis | 00:22:58 | |
Giorgia Favaretto today will explain to us how to think on your feet and pivot on a dime and learn how to survive a real crisis, sharing her experience on how to offer value to customers, how to communicate and support them. She also talks about managing clients and employees and encouraging them to practice a work-life balance. | |||
| 18 Mar 2022 | Ep. 295 | A Powerful Tool for Account Growth and Revenue Generation | 00:25:47 | |
This episode of Sunny Side Up features Gary Hurry, international marketing director for the global analytics giant IRI. Over the past year, he has instituted cross-department alignment around account-based marketing (ABM), yielding great results. Previously marketing lead at Thomson Reuters, he has a strong track record driving major revenue growth within B2B and B2C brands. Gary is an innovator and visionary who shares his passion for implementing and optimizing commercially successful ABM systems for marketing purposes and equally as a demonstrable engine of growth through the identification of leads, retention, and expansion of business. He also offers up some recommended reading and advice for marketing leaders interested in the step-by-step process entailed in rolling out an ABM initiative. | |||
| 16 Jul 2021 | Ep. 211 | Behind the scenes of growing your career. Ft. Tricia Gellman | 00:28:53 | |
In this episode, Tricia Gellman discusses the behind-the-scenes of career growth. Tricia talks about the incredible role of VPs in a company and how they can converge their skills into growing for a better position at any company. We also discuss the advantage in momentum that leaders have when they move from a more prominent company to a growing startup and what things they need to keep in mind to leverage any opportunity given to them. Listen in! | |||
| 05 Apr 2019 | Ep 28 | Mobile lead capture and Database Marketing with Peter Gillett, CEO at Zuant Mobile Data Capture | 00:14:50 | |
Peter Gillett, Founder and CEO of Zuant discusses his professional journey, from being a mechanical engineer to the CEO of a mobile lead data capture company. He talks about his experiences and what gave rise to the idea of Zuant. Peter discusses various aspects related to B2B marketing and sales in this episode, with a key focus on lead data management. Key takeaway from Peter: GDPR isn’t necessarily a bad thing for the B2B marketplace. Its actually a good thing! Catch the whole episode to know why he said that. About Zuant: Zuant is a platform made for B2B marketing and sales teams with the aim of streamlining the process of mobile lead data capture. Top ten takeaways from the episode:
About the podcast Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership. | |||
| 09 Nov 2023 | Ep. 433 | Sales as a Foundation for Successful Marketing Careers | 00:24:12 | |
Episode Summary In this episode of Sunny Side Up, Brian Hopper chats with Catherine Dummitt to discuss success in transitioning from sales to marketing. Catherine champions the mantra: 'Engage, don't just sell your products.' Drawing from her rich sales experience, she underscores the importance of relationship-building in today's vibrant marketing world, emphasising value-driven strategies over mere transactions. Listen in to learn how Catherine merges adaptability, collaboration, and profound field insights to redefine success in marketing. About the Guest Catherine Dummitt is the VP of Marketing at Narvar. In her role, Catherine oversees all aspects of Narvar’s marketing, generating brand awareness, driving demand, and powering customer advocacy. As a Marketing leader, Catherine is passionate about building diverse teams, who operate as organizational growth catalysts. Catherine is dedicated to advancing women in the workforce – having stood up ERCs at previous organizations and having served as the Co-President to mBolden (formerly Women in Wireless) in NY. Connect with Catherine Dummitt Key Takeaways - Don’t overlook the transferability of your skillset. A career switch can be daunting, but a diverse career can often be your competitive advantage. - A carefully crafted narrative distinguishes a brand from its competition. - A holistic understanding of the sales process, from the first touchpoint to closing the sale, is indispensable. - Persuasion, negotiation, presentation skills, data-driven decisions, and understanding the complete sales process can be directly transferred and beneficial in a marketing role. - Broaden your focus. Transitioning from sales to marketing requires shifting from individual client focus to larger demographic targets. - Marketing is not just about quick wins; it's about building a lasting brand and nurturing growth over time. - The cornerstone of effective marketing is understanding who you're speaking to and tailoring your message accordingly. - Communication should not be unidirectional. Engage with your audience and build a rapport instead of pushing a product. - Using data as a guiding tool is crucial for decision-making and strategy formation. - Recognize that first attempts might not be perfect. Be prepared to pivot based on feedback and emerging trends. - Overemphasizing immediate KPIs can neglect essential long-term brand-building initiatives. - Marketing should not just push a product; it should offer value and engage customers through a consultative approach. - Value-based marketing is about depositing into the relationship before making withdrawals. Quote “It's really important to think big picture when you're in marketing.” – Catherine Dummitt Shout-Outs Christopher Hansen – Chief Client Officer at Power Digital John Charlesworth – Director of Marketing Operations at Narvar Anisa Kumar – Chief Customer Officer at Narvar Connect with Catherine Dummitt | Follow us on LinkedIn | Website | |||
| 11 Dec 2020 | Ep. 124 | What “Best in Class” Selling Looks Like. Ft. Gregory Callahan, Bain & Company | 00:31:00 | |
In this episode, Gregory Callahan talks about what “best in class” selling looks like. He describes what “best in class” selling is and details his framework for it, which includes four core concepts that sales leadership should act on. Gregory offers valuable insight into what should be top of mind when thinking about sales, especially during the era of covid-19, sharing powerful questions to ask yourself and your team that will help you achieve “best in class” sales. | |||
| 18 Jul 2024 | Ep. 491 | Balancing AI and Human Judgement in Decision Making | 00:23:12 | |
Episode Summary About the guest Mana Ionescu is a digital marketing leader and Head of Digital Marketing at Axos Bank in San Diego. A former agency founder, Mana loves to demystify complex marketing concepts and debunk digital marketing myths. She teaches at the Kellogg Professional Certificate in Digital Marketing and is a sought-after keynote. In her free time, Mana likes to explore the peaks and valleys of our beautiful earth: hiking and SCUBA diving. Key takeaways - Ask fundamental questions about AI models, like how they avoid overfitting, to validate outputs - Maintain visibility into the "why" behind AI recommendations, especially for high-stakes decisions - Embrace AI's potential to create new opportunities in marketing by enabling more data-driven, scientific practices - Recommend that marketers learn about machine learning concepts to become more proficient Quotes Connect with Mana Ionescu | Follow us on LinkedIn | Website | |||
| 24 Jul 2024 | Ep. 492 | Why MQL is a Terrible Metric? | 00:19:59 | |
Episode Summary About the guest Peter Bregman is a seasoned professional with over 15 years of experience propelling organizational growth across diverse sectors. Peter has expertly navigated complex business landscapes, assisting various companies, from startups to Fortune 150s, in both B2B and B2C markets. His approach emphasizes collaboration and building strong alliances across Marketing, Sales, Product, and Tech teams to ensure success. Committed to delivering actionable strategies, Peter empowers businesses to drive substantial growth through strategic innovation. Key takeaways - Aligning marketing, sales, service, and product teams around a shared go-to-market strategy and customer-centric approach is crucial for successful B2B growth. - AI can be a valuable tool in marketing, but it should be used to empower sales teams, not replace them. The key is finding specific use cases and having enough data to train the AI models effectively. Quotes Recommended Resource Books: Podcasts: - "Hard Fork" - A podcast covering the state of technology - "In Depth" from First Round Capital - Interviews with founders of companies they've invested in Connect with Peter Bregman | Follow us on LinkedIn | Website | |||
| 29 Jul 2020 | Ep. 79 | A framework to operationalize sales enablement. -Ft. David Gray, Epsilon | 00:18:13 | |
In this episode, David Gray presents a new outlook on sales enablement as a function that can help companies effectively utilize sellers by putting them in a position of becoming an informed marketer to further their relationships at every stage of the funnel. David shares a framework to operationalize sales enablement along with some key takeaways for enablement professionals. To learn more about this contact David Gray: LinkedIn | Email Follow us on LinkedIn. | |||
| 11 Aug 2022 | Ep. 324 | Lessons on Cultivating Talent and Building a Passionate Team | 00:37:38 | |
How do you understand ego? When it comes to leadership, what does it take to be truly transformational? In today’s episode, our guest, Dena Mayne tells the story of how she overcame adversity and earned an unconventional path to a successful career in marketing. She discusses her leadership style and how it helps her cultivate talent and bring out the best in others. | |||
| 19 Sep 2018 | Episode 14 | B2B Content Marketing and its Changing Dynamics | 00:20:30 | |
A Chat with Anastasia Pavlova on B2B Content Marketing and its Changing Dynamics .
Anastasia Pavlova, (Former) Vice President of Marketing at Webgility talks about the current and evolving trends in B2B Content Marketing. Key Takeaways from the episode:
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| 29 Oct 2019 | Ep 62 | Best Practices for B2B Product Marketers, with Pedro Arellano, Vice President, Product Marketing at Looker | 00:10:00 | |
Pedro Arellano joins us in today’s episode of Sunny Side Up to share his expertise on evergreen B2B go-to market and product marketing strategies! With over twenty years of experience in the data and analytics industry, Pedro has relevant industry experience and expertise in various aspects of technical, professional , product management and marketing roles and we’re excited to hear his thoughts in this episode! | |||
| 27 Apr 2023 | Ep. 385 | Supercharging Your Marketing Organization | 00:30:52 | |
On this episode of Sunny Side Up, host Rory Costello speaks with marketing expert Sherry Grote about supercharging your marketing organization. Sherry shares her experience building high-performing teams and emphasizes the importance of collaboration between sales and marketing teams. They discuss tactics for facilitating this collaboration and highlight the need for nimble, results-driven approaches. Sherry also shares her playbook for achieving growth through effective marketing strategies, including building a demand gen engine, partnering with the right companies, and creating hyper-personalized account-based approaches. | |||
| 04 Sep 2019 | Ep 49 | CRM Best Practices for B2B Marketing Teams with Jon Ferrara, Founder and CEO at Nimble | 00:34:34 | |
Jon Ferrara, the pioneer and creator of #CRM solutions and Founder/CEO of Nimble LLC a social CRM service for small businesses joins us on Sunny Side Up to discuss the future of Customer Relationship Management within the B2B segment. About Jon About Nimble Top takeaways from the episode “I think my passion was inspired by my youth because our president decided to spend trillions of dollars to send men to the moon and as a young boy growing up watching the Mercury Gemini and Apollo programs do what they did, I wanted to be like that and I saw that the emergence of microcomputers was a way for me to tap into that technical side.” “I believe people sell what they know and they know what they use.” “The way that you build a brand is- you need to tell stories and get people to tell those stories because it’s more powerful when other people talk about you than when you talk about you.” “So the marketing technology stack if you will has to include at its basics some type of marketing automation system that helps you to do lead qualification and you can think of that as the bomber flying over the battlefield that drops bombs to soften up the battlefield, but to win a war you’ve got to put boots on the ground!” “But the thing is that there’s two hundred twenty five million global businesses, less than 1 percent use any CRM. So what does that tell us? That tells us that CRM systems don’t really serve the masses.” “I share content on Twitter Facebook and LinkedIn thought leadership materials on social sales and marketing. And then I listen and engage in order to connect those conversations into mutually beneficial relationships.” “The more digital we get the more human we need to be. We need to take digital conversations face to face.” About the podcast Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership. | |||
| 14 Sep 2021 | Ep. 237 | The Authenticity of Content. Ft. Matt Sickler | 00:09:11 | |
In this episode, Matt Sickler discusses the authenticity of the content. He talks about the importance of creating authentic content. He further mentions what the role of the subject matter expert is in verifying the authenticity of the content published. | |||
| 03 Dec 2020 | Ep. 112 | Eating the Sales Enablement cookie - One bite at a time. Ft. Leslie Canning, HPE | 00:36:47 | |
In this episode, Leslie Canning talks about eating the sales enablement cookie, one bite at a time. She describes her framework for sales enablement and what the outcome is that she looks for, as well as how she approaches sales enablement on a global scale, working with different countries and cultures. Leslie offers valuable advice for those new VPs of sales enablement who are looking to transition from a national sales enablement role to a global one, emphasizing the significance of relationship-based collaboration. | |||
| 13 Aug 2020 | Ep. 83 | Enabling sales teams with competitive intelligence to help build better relationships. -Ft. Matthew Coblentz | 00:29:01 | |
In this episode, we take a deep dive into the impact of competitive intelligence on sales performance and outcomes with Matthew Coblentz, a competitive intelligence expert at Salesforce. Learn how you can keep your sales teams well informed around the competition to handle objections effectively and to build better relationships. | |||
| 11 Jan 2019 | Ep19 | Account-based Marketing with Sangram Vajre of Terminus | 00:17:31 | |
Why is Account-based marketing gaining so much importance in B2B Marketing? Sangram Vajre responds while sharing his predictions for ABM in 2019. | |||
| 29 Oct 2018 | Episode 18: Creative ways to gate Content | 00:25:38 | |
Pamela Muldoon , Chief Content Strategist at The Pedowitz Group returns to our podcast series titled Sunny Side Up to discuss the future of gated content and what leading brands do to gain leads with this strategy. Key Takeaways from the episode:
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| 19 Jan 2024 | Ep. 449 | Marketing Masterclass: ABM, Attribution and Leadership | 00:51:47 | |
Episode Summary In today’s episode, Erik Charles emphasises the importance of understanding the difference between incentives and rewards in the workplace. His extensive experience across various companies, including his current role at Xactly Corp, has given him profound insights into effective revenue and incentive management. Erik's career journey demonstrates the value of adaptability, a keen understanding of market dynamics, and the significance of integrating sales, marketing, and engineering to drive business success. His insights are a valuable guide for professionals seeking to enhance their approach to revenue generation and employee motivation. About the Guest With over 30 years of experience in marketing, consulting, and solution evangelization, Erik has cultivated a deep passion for bridging the realms of sales, marketing, and engineering to propel the advancement of revenue and incentive management. As the Chief Evangelist at Xactly Corp, his role involves collaborating with partners, analysts, and academics to deliver seamlessly integrated solutions across the spectrum of revenue intelligence, sales performance management, and employee motivation. In addition to Erik’s substantial consulting and research background, he has honed his focus on crucial metrics for sales and marketing roles, customer acquisition and retention, and the design and communication of incentive plans. Holding certifications as a Quote-to-Cash professional, Erik is recognized as a subject-matter expert in the interconnected realms of revenue intelligence, performance, and optimization. Key Takeaways - Understand that incentives drive behaviour changes, while rewards acknowledge contributions. - Embrace new opportunities and challenges. - Integrating sales, marketing, and engineering is critical to advancing revenue and incentive management. - Balance hands-on experience with academic research and insights. - Deep knowledge of market trends, customer needs, and competitive landscapes is vital for developing effective marketing and sales strategies. - Stay abreast of and utilise emerging technologies, like AI, to enhance business operations and decision-making. - Develop the ability to convey complex ideas clearly and persuasively, both in writing and verbally, as these skills are crucial in marketing and leadership roles. Quote "Nobody changes their behaviour at the office because they're on a profit-sharing plan." - Erik Charles Connect with Erik Charles | Follow us on LinkedIn | Website | |||
| 09 Dec 2024 | Ep. 506 | Crafting a Winning GTM Strategy from the Ground Up | 00:33:24 | |
Episode Summary In this Onbase episode, Justine Davis, Head of Marketing at Postman, shares her journey from hospitality marketing to leading high-performing teams in tech, offering insights on building go-to-market (GTM) strategies. She emphasizes the importance of aligning sales, marketing, and product teams through data-driven decisions, internal collaboration, and empathy for organizational change. Justine discusses adapting to shifts in marketing attribution, such as the decline of third-party cookies and highlights tools like Salesforce, Looker, and SparkToro as essential for staying competitive. She also underscores the value of curiosity, leadership, and strategic planning in navigating future challenges, offering practical advice for scalable success in B2B marketing. About the guest Justine Davis is Head of Marketing at API platform Postman. She previously served as the Head of Marketing for Atlassian’s Agile and DevOps suite of products. With over 9 years of experience working with DevOps teams and tools, Justine is passionate about solving the needs of customers. Outside of work Justine is a mom, avid reader, and loves to close the move goal rings in sunny Scottsdale, AZ on her Apple Watch. Key takeaways - Conduct a listening tour to understand team dynamics, customer needs, and current successes to shape a data-driven strategy. - Align with sales, product, and data teams by addressing their priorities and showing how the strategy supports shared goals. - Transition to server-side tracking for accurate attribution and compliance with evolving privacy regulations like GDPR. - Hire experienced professionals for new functions to quickly establish processes and build team capability. - Focus on professional domain sign-ups for PLG and pipeline velocity for enterprise strategies to track success. - Foster curiosity and cross-functional collaboration to drive innovation and align teams with shared objectives. Quotes "Trust is built by aligning our goals with those of sales, product, and data teams, fostering a collaborative environment where strategies support shared objectives." Recommended Resource Podcast:
- Lenny’s Podcast: A go-to for practical and actionable advice on product management, growth, and startups. - Remarkable Marketing Podcast: Focused on effective marketing strategies and trends. - Prof G Podcast: A great choice for insights into tech, marketing, and business strategies Connect with Justine Davis | Follow us on LinkedIn | Website | |||
| 25 Jun 2024 | Ep. 486 | Growing 40x: Insider Strategies for Dominating Strategic Accounts | 00:13:23 | |
Episode Summary About the guest Vinod Venkatesan is the Vice President of Sales, Strategic Accounts at Amkor Technology Inc. He is one of the emerging leaders at Amkor and is a results-oriented, technology-focused sales executive. Vinod is a problem solver at heart, questions the status quo, passionate about impactful leadership, and is driving change to continue to deliver growth for his organization.
- Offer a diversified portfolio of solutions to manage risk and provide solutions for multiple customer needs - Build strong relationships through mutual respect, acting as a problem solver rather than taking sides, and having open conversations - Stay informed by reading competitors' reports, listening to industry podcasts and talks, and regularly networking with contacts in your field Quotes Recommended Resource Leadership podcasts to gain different perspectives from various roles and industries TED Talks for innovative ideas and insights Industry-specific newsletters Earnings calls, 10-Ks, and investor presentations for valuable market intelligence | |||
| 12 Dec 2024 | Ep. 507 | Buying Groups: The Next Seismic Shift in ABM | 00:34:43 | |
Episode Summary In this episode of the OnBase podcast, Chris Moody hosts Jeremy Schwartz, who shares insights on the seismic shift from MQL-based approaches to buying groups in Account-Based Marketing (ABM). Jeremy discusses his extensive background in marketing and the challenges of traditional lead-based systems, emphasizing inefficiencies like low conversion rates and misaligned metrics. He highlights the transformative potential of buying groups, explaining how they enable better targeting and personalized engagement across accounts. Jeremy delves into the importance of leveraging data science, marketing automation, and RevOps collaboration to identify and activate high-value opportunities, while sharing practical examples from his experience at Palo Alto Networks. This engaging conversation offers actionable strategies for aligning sales and marketing teams to drive opportunity creation and improve pipeline outcomes. About the guest Jeremy Schwartz is the Sr. Manager of Global Lead Management & Strategy at Palo Alto Networks. He is a seasoned Global RevOps Marketing Leader with over 25 years of experience driving growth and innovation for B2B organizations. Renowned for pioneering strategic buying group models, Jeremy specializes in optimizing demand generation and lead management to deliver measurable results. His expertise lies in architecting large-scale, integrated campaigns that enhance visibility, engagement, and revenue. Committed to fostering collaboration, Jeremy aligns marketing and sales to achieve operational harmony and shared objectives. By leveraging data-driven insights, he transforms complex challenges into strategic growth opportunities, creating long-term business impact and scalable success. Key takeaways - Traditional MQL models lead to inefficiencies like low conversion rates, wasted resources, and engagement with low-priority contacts. Jeremy explains how these models fail to identify real opportunities within accounts. - Jeremy describes buying groups as the next evolution in ABM, focusing on identifying multiple stakeholders within an account and targeting them collectively to improve opportunity creation. - First-, second- and third-party intent signals are critical to identifying active buying groups within accounts. Understanding these signals allows for better allocation of resources and more targeted marketing and sales efforts. - Jeremy outlines how buying groups allow both marketing and sales to work together by using personalized tactics for different stakeholders, creating a seamless activation process. - By analyzing historical data, companies can identify key personas involved in successful deals and tailor their outreach to align with the needs of similar stakeholders in the future. - Jeremy highlights the importance of tools like Demandbase, LeanData, Marketo, and custom-built applications for implementing and scaling buying group strategies effectively. - Jeremy predicts that buying group adoption will accelerate, and technology will evolve to better support this motion, offering enhanced tools for targeting and collaboration. - The successful adoption of buying groups requires an iterative approach that starts with manual processes, develops clear workflows, and eventually integrates technology to scale. Quotes On Identifying Buying Groups: “Being able to see who's in a buying group and understanding their personas is the first step to transforming your account-based strategy.” On Optimizing Resources Based on Signals: “Don’t spend money where you see low or no engagement. When you see a high signal account, throw everything, including the kitchen sink, at it.” Communities:
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| 12 Sep 2024 | Ep. 497 | Tech to Tactics: A CMO's Guide to B2B Marketing Balance | 00:23:48 | |
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 organizational maturity, and prioritizing accounts and leads in an account-based strategy. Jayashree also highlights common challenges in marketing automation, such as data silos, and the need for vendor support and empathy. Throughout the conversation, she shares insights and recommendations that underscore the value of empathy, continuous improvement, and a customer-centric mindset in driving marketing and sales success. About the guest Jayashree Rajan is a seasoned marketing and product management professional with over 20 years of experience in both B2B and B2C sectors. With a background in programming languages and enterprise software development, she has a unique ability to build marketing infrastructures from the ground up and optimize IT marketing frameworks. Jayashree's management philosophy is rooted in collaboration, leading by example, and fostering team growth. She is passionate about mentoring women and draws on her journey to encourage others to break barriers. Her focus remains on leveraging technology to drive marketing excellence and customer engagement. Key takeaways - When balancing inbound and outbound marketing, Jayashree recommends starting small with outbound, training the sales team, and gradually expanding the approach based on success and organizational maturity. - To determine the right mix of inbound and outbound look at past performance, ROI of tactics, and the team's skills and comfort level, then continuously adjust the approach. - For account-based marketing, Jayashree stresses the importance of marketing keeping in touch with target accounts, building their interest, and prioritizing MQLs based on demonstrated intent and engagement. - Key challenges in marketing automation include data silos from too many tools, which can be addressed by simplifying the tech stack and consolidating data to reduce friction for sales. Quotes -Jayashree Rajan Recommended Resource Books: - The Advantage by Patrick M. Lencioni | |||
| 30 Apr 2024 | Ep. 473 | Pioneering Markets with Disruptive Tech | 00:22:44 | |
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. Key takeaways - 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 Connect with Jill Canada | Follow us on LinkedIn | Website | |||
| 21 Oct 2021 | Ep. 246 | Tips and tricks for building a powerful marketing platform | 00:33:30 | |
This episode of Sunny Side Up is all about the power of marketing – and the unique obstacles associated with it. As Chief Marketing Officer for Veracode, Elana has built her career on some key fundamentals, which she shares with Asher in this engaging conversation. If you’ve ever wondered how to become a CMO and what it takes to excel at the job, this is the podcast for you. Elana reveals tips and tricks for building a powerful marketing platform and making sure that everyone company-wide understands the value it brings. Marketing ROI may be hard to measure, but Elana will equip you with smart strategies for getting the message across, both inside your company and out in the marketplace. | |||
| 28 Feb 2025 | Ep. 515 | Aligning ABX Strategies with Diverse Tech Environments | 00:27:03 | |
Episode Summary In this episode of OnBase, host Chris Moody sits down with Judit Szabo to discuss the complexities of aligning account-based strategies within diverse tech environments. With organizations facing challenges in tailoring ABX (Account-Based Experience) initiatives across different teams, tools, and processes, Judit shares her insights on how to execute ABX successfully. From understanding skill sets that drive alignment to navigating sales and marketing collaboration, she provides actionable insights on overcoming common obstacles, measuring success, and adapting methodologies for different organizations. Judit also explores the role of AI in account-based strategies, how technology enhances personalization, and why holistic, data-driven approaches are critical for long-term success. About the Guest Judit is a B2B marketing leader with 15+ years at IT Software and Services companies, Judit has PR and Media experience prior to joining the Tech industry. She was the winner of the 2019 Forrester ROI Honours Award in Europe for sales & marketing alignment at TIBCO Software with the introduction of transformative, industry-led value based GTM strategies. She has a strong passion for building and leading global teams with a sweet spot for Demand Generation and Growth Marketing, leading the development and management of integrated marketing strategies and execution to deliver growth and revenue for the business. She has experience in campaign and content management, digital, field, partner, and account-based marketing as well as data and performance-led marketing operations, advocating cross-functional collaboration across Marketing, Sales, Product and Operations with special focus on finding ways to optimise and orchestrate business processes in support of strategic objectives. In her free time, she’s an avid yoga practitioner, as well as a volunteer baker at her local National Trust estate in England. Key Takeaways - Holistic Thinking Drives ABX Success – Account-based management isn’t just a marketing function; sales and marketing must work together to grow and penetrate accounts. - Patience Is Essential – ABX is a long-term strategy, not a quick fix. Expect an 18+ month cycle for results, and celebrate small wins along the way. - Data is the Foundation – Strong account intelligence is key to avoiding misalignment and wasted efforts. The right tools and governance ensure that teams are acting on reliable data. - Aligning Sales & Marketing Requires Process, Not Just Intent – Establish shared KPIs, define roles, and create a feedback loop to ensure alignment throughout the account lifecycle. - One-to-One ABX is the Goal, But Requires Strong Foundations – Organizations should first build a solid demand generation engine before scaling to hyper-personalized, one-to-one outreach. - AI Can Help, But It’s Not a Silver Bullet – While AI can assist with personalization, content generation, and automation, it can’t replace the strategic thinking needed to execute ABX effectively. Quotes "The three most important skills for ABX success? A holistic approach, patience, and a data-driven mindset. Without these, execution will fall apart." Recommended Resource Books:Coaching for Performance by Sir John Whitmore – A leadership guide on empowering teams and driving success through coaching. | |||
| 19 Oct 2023 | Ep. 428 | Crafting Success: Navigating Diverse Landscapes in Business | 00:38:37 | |
Episode Summary In this episode of Sunny Side Up, Carolyn Najac interviews Christian DeMarais on crafting success and navigating landscapes in business. We discuss how engaging stakeholders successfully requires a blend of empathy, strategic narrative crafting, and in-depth understanding. He emphasises the power of understanding stakeholder perspectives and crafting a compelling narrative. Christian underscores the importance of empathy, especially towards internal stakeholders, viewing them as the real 'customers'. Finally, while discussing B2B and B2C dynamics, he emphasises the significance of listening to customers and efficiently leveraging resources across diverse teams. About the Guest Christian DeMarais is currently serving as Director of Revenue Operations and Strategy at Wix, where he has helped build and scale over 25 Sales and Account Management teams in 3 years. In addition to a career as a RevOps and Sales Strategy Pro, DeMarais is also an accomplished actor who recently had a recurring role in Maniac (Netflix), as well as guest roles on Mr. Robot (USA), The Equalizer (CBS) and Elementary (CBS). DeMarais holds an MFA in acting from NYU and a BA in Business Management and Theatre, with a Minor in Dance from Gustavus Adolphus College. Connect with Christian DeMarais Key Takeaways When engaging with stakeholders, immerse yourself in their perspectives, understanding their needs, concerns, and objectives. ● Avoid Direct Objectives – Don't always lead with your end goal. Let stakeholders understand your objectives through the information you provide and the narrative you weave. ● Craft a Narrative: Whether it's a presentation, a proposal, or a report, build a story that captivates your stakeholders and takes them on a journey. ● It's crucial to know what drives your stakeholders. Identify their priorities, financial metrics, time-saving efficiencies, or other KPIs, and cater your strategy to these. ● Empathy is key. While clear goals and KPIs matter, other aspects like ease of use and time-saving can be equally crucial. ● Never judge. Understand the perspectives and challenges of all team members. Your internal stakeholders, often acting as your 'customers', need that understanding the most. ● Ensure your services or products cater to a broad spectrum of your customers' needs, making it easier for them to choose you over competitors. ● Continuously seek and incorporate customer feedback to refine and improve your offerings. Centre your strategies around customer needs. Listening to and acting on their input can lead to product innovations and sustained growth. ● Balance Macro and Micro Perspectives. Keep an eye on the broader business strategy while attending to day-to-day operations. Quote: “Understanding is such a huge part of what we do. And I think understanding your customer, but a lot of times for RebLabs specifically, your customers are also internal stakeholders in the company and the business.” – Christian DeMarais Recommended Resource The Power of Habit" by Charles Duhigg Shout-Outs Melanie Terranova – Head of RevOps at Wix Dhwani Dalal – Director, Sales Strategy & Operations at DocuSign Meg Goetsch – Vice President, Global Sales Operations and Strategy at Forter Connect with Christian DeMarais | Follow us on LinkedIn | Website | |||
| 29 Jun 2023 | Ep. 400 | Decoding Manufacturing Marketing | 00:41:28 | |
Episode Summary In this episode of Sunny Side Up, host Chris Moody interviews Jeff White and Carman Pirie from Kula Partners, a B2B marketing agency specializing in the manufacturing industry. They delve into the unique challenges and opportunities that arise in manufacturing marketing, offering valuable insights for marketers looking to succeed in this space. Jeff and Carman discuss the varying levels of ABM maturity in manufacturing organizations, ranging from traditional inside sales setups to highly integrated CRM and ABX platforms. They emphasize the importance of brand-building activities and the need to balance them with demand-oriented campaigns for long-term success. The conversation explores the concept of intent signals and how they differ in the context of longer sales cycles, prompting the exploration of experimentation and the pitfalls of pursuing perfect attribution. The guests also touch on the coin-operated model prevalent in B2B marketing and the significance of the polarity of the sale, highlighting the need to adapt marketing and sales strategies based on buying intent. Additionally, they address the current economic landscape and discuss how manufacturing companies are navigating supply chain shifts and making investments to stay competitive. About the Guests Jeff White Jeff is the co-founder of Kula Partners, an agency designed to help leading manufacturers digitally transform their marketing and sales. A User Experience (UX) and usability expert, Jeff began building sites for the web over 25 years ago. He leads the design and development practice at Kula Partners. Several years ago, Jeff returned to NSCAD University as a sessional professor, bringing his understanding of web standards to a new generation of design students. Carman Pirie Carman Pirie is the co-founder of Kula Partners, an agency built to help leading manufacturers digitally transform marketing and sales to deliver more leads, close more prospects, and grow their competitive edge. Over his nearly three decades in marketing and communications, Carman’s career has taken him from the halls of Canada’s Parliament to various client-side and agency-side marketing leadership roles. Along the way, he has advised Fortune 100 clients, governments, and non-profit organizations. At Kula Partners, Carman serves as lead marketing and sales counsel to the firm’s diverse range of North American manufacturing clients. Key Takeaways
Quotes "Don't think that short-term experiments alone can revolutionize your brand or leapfrog your competition. Longer-term bets on creative platforms and content have a more significant impact." - Carman Pirie "The polarity of the sale is not always in our favor. It's important to measure activities, adapt approaches, and create engagement even when the buying intent hasn't flipped." - Jeff White Recommended Resources Podcasts Books Shout-outs Kristin Thompson Fallon – Founding Member at Chief Mike Nager – Business Development / Program Management at Festo Didactic Jessica Woodside – Director of Marketing at WIKA USA Monique Eliott – SVP, Global Brand & Communications at Schneider Electric Connect with Jeff White | Connect with Carman Pirie | Follow us on LinkedIn | Website | |||
| 09 Dec 2020 | Ep. 116 | Effective Framework For Performance Marketing. Ft. Ben Howell, Salesforce | 00:44:52 | |
In this episode, Ben Howell defines performance marketing and talks about how Salesforce has implemented this concept into their business. He speaks on how performance marketing has changed over time, what changes Salesforce has seen in 2020, and his candid thoughts on their center of excellence being a center of empowerment, rather than control. Ben also details the building blocks that Salesforce is made up of and how their teams deliver on three different budgets. | |||
| 22 Jan 2021 | Ep. 144 | How to implement complex change at scale. Ft. Nick King, Cisco Systems Inc | 00:17:06 | |
In this episode, Nick King talks about how to implement complex change at scale. He breaks down the framework of transformational change and shares in what terms he measures ROI. Nick shares his insights on galvanizing an organization around the transformation. | |||
| 10 Jun 2022 | Ep. 316 | Building a Great Brand Through People | 00:46:08 | |
In today’s episode, Mindi Cox, discusses the importance of a deep relationship in business and how companies need to be aligned with their customers' goals if they want to be successful. When companies are not aligned, it is doomed from the start. Taking a closer look at the people involved–the employees (internally) and the customers (externally)–and focusing on their experience to allow impact is the way. | |||
| 26 Mar 2021 | Ep. 169 | Sales Planning and Framework. Ft. Sultan Semlali, Oracle | 00:23:44 | |
In this episode, Sultan Semlali talks about applying Agile to sales management. He shares with us what the Agile methodology is, how it can be applied to business teams, like sales and marketing, as well as how Sultan has experimented with applying Agile to his business. He also speaks on the technologies that help the applications of Agile, how to keep your existing goals while leveraging Agile, and what his future plans are for further implementing Agile in his team. | |||
| 02 Aug 2021 | Ep. 216 | The Rise of RevTech. Ft. Stacy Greiner | 00:12:40 | |
In this podcast interview, Stacy Greiner shares actionable insights on the rise of RevTech, or revenue technology. She shares with us the challenges in the technology industry and the impacts they have on marketers as well as how to solve the need for the three P’s: Privacy, Personalization, and Proliferation. She also shares knowledge on how RevTech could potentially enable B2B customers to solve go-to-market issues. | |||
| 16 Mar 2022 | Ep. 294 | The Most Effective CMOs Build the Strongest Teams | 00:32:09 | |
This episode of Sunny Side Up features Ash Parikh, chief marketing officer at Druva. As a marketing visionary with deep knowledge of B2B and SaaS, he offers a unique take on the transformational impacts of pandemic and accelerated digital advances over the past two years. No single CMO can juggle the multiple roles required – field marketing, digital, partner marketing, content marketing, demand gen, corporate gen, branding. That’s why Ash urges hiring the best possible team, offering leadership that empowers and promotes strategies like ABM and AI-driven prospecting for optimal results. Personal touch and live engagement will always be important, but a confluence of factors has now also created a parallel hybrid sales and marketing universe that Ash believes is here to stay. | |||
| 02 Feb 2022 | Ep. 279 | How the world has changed for Public Sector | 00:32:52 | |
Call it what you like: Paradigm Shift, Transformation, Revolution. Whatever the term, the pandemic has prompted a global realignment. The concept of remote work, which used to be doled out reluctantly, overnight became the new standard. This episode of Sunny Side Up invites guest Jo Powell to assess the results. Change has been perhaps most profound among public institutions once known as lumbering and committee-heavy. Thanks to Covid19, the landscape changed completely. Decision-making was accelerated, and deployment of resources is agile by necessity. Technology was leveraged to improve data management and quality of life. Enjoy this conversation about the future of remote work in a world that will never go back entirely to business as usual. Jo is among those embracing change, getting creative, and adapting in ways that will benefit workers and organizations alike. | |||
| 09 Mar 2021 | Ep. 168 | The strategy of an efficient GTM strategy. Ft. Sebastian Scrofina, Dell | 00:28:33 | |
In this episode, Sebastian Scrofina discusses efficient GTM strategies and how they are used in his company. He aptly airs his views and the extents of segmentation while in the process, also making understand how it is practiced in the workplace. We also learn about organizational silos and some tips on balancing the segmentation model in any company. For those who wish to understand the need to adopt emerging marketing strategies for better products and sales, this episode is just right for you. Tune in! | |||
| 13 Nov 2020 | Ep. 110 | Building a data science team. Ft. Michael Misiewicz, Yext | 00:29:09 | |
In this episode, Michael Misiewicz talks about building a data science team, while breaking down what data science is, what his framework for it is, and giving insight into the many lessons he’s learned from his journey in building these teams. He offers advice to people who are looking to a build data science team and people who are looking to improve their existing team. Michael also shares his candid thoughts on organizational structure in data science teams. | |||
| 29 Oct 2019 | Ep 60 | A B2B Data and Marketing medley with Toby Daniels, Co-founder and CEO at CrowdCentric | 00:16:27 | |
On this episode of Sunny Side Up, a B2B podcast hosted by DemandMatrix, we have Toby Daniels, Co-founder and CEO of Crowdcentric Media and Founder of Social Media Week join us to share his thoughts on what everyone in B2B marketing loves- data while also sharing his thoughts on trending B2B marketing strategies. | |||
| 03 Dec 2020 | Ep. 111 | Creating successful talent programs for Sales. Ft. Nikki Harrell, AWS | 00:30:44 | |
In this episode, Nikki Harrell talks about creating successful sales talent programs within organizations. She details the intentions and goals behind the current programs AWS is running, their intern program and sales rotation program, and how they go about finding talent. Nikki breaks down the necessary components and steps to initiating and executing a successful talent program, offering insight into the biggest lessons she’s learned and which metrics she uses for measuring the success of her talent programs, emphasizing the importance of focusing on diversity and inclusion. | |||
| 12 Jul 2021 | Ep. 208 | Scaling E-Commerce. Ft. Ajit Sivadasan | 00:45:25 | |
In this episode, Ajit Sivadasan discusses scaling e-commerce beyond your state. We learn how to work with market leaders and see through the challenges of making people understand e-commerce. We also look at how the pandemic has shaped the industry today. In the rapidly changing times, there is a need to build cordial relationships with people, hire the right workforce for your organization, and use data consistently and effectively. Tune in as Ajit shows us how to do that in the best way possible! | |||
| 21 Jan 2025 | Ep. 510 | How Strategic Content Fuels B2B Growth | 00:18:36 | |
Epiosde Summary In this episode of OnBase, host Paul Gibson speaks with Becky Lawlor about transforming B2B content from digital noise into revenue-driving assets. Becky shares insights into the power of original research, emerging content formats, and distribution strategies that cut through B2B noise. From gated content strategies to the role of AI in modern marketing, Becky discusses how B2B marketers can unlock revenue potential with quality, data-driven content. About the Guest Becky Lawlor is the Founder and Chief Research and Content Officer at Redpoint Content, an agency specializing in original research and thought leadership content for B2B tech brands. With over a decade of experience working with companies ranging from startups to Fortune 500s—including Adobe, IBM, and Zapier—Becky has helped clients achieve 2-3x more leads, extensive media coverage, and a measurable boost in engagement. Her passion for data-driven storytelling and original research stems from her ability to excel across content marketing metrics like SEO, brand awareness, and thought leadership. Over the years, she’s surveyed hundreds of B2B audiences and partnered with global marketing teams to deliver research-based content that drives demand and builds credibility. Key Takeaways - Content That Converts: Original research content drives 3-5x higher engagement than generic educational pieces. - Strategic Gating: Gate content strategically to balance lead capture and accessibility, ensuring a value exchange for gated materials. - Effective Distribution Channels: Focus on one-to-one channels like email and LinkedIn, supported by cornerstone content like webinars, reports, and podcasts. - Data-Driven Decisions: Combine customer insights with marketing data to align content with customer needs and behavior. - The Role of AI: AI tools can enhance brainstorming, outlining, data analysis, and summarizing, but human expertise ensures the quality and relevance of the output. Quotes On Gated Content“The key is to gate content that justifies the investment and offers buyers real value in exchange for their data.” Tech Recommendations - AI tools like ChatGPT and Copilot - Gong for recording calls and deeper insights Recommended Resource Podcasts: - B2B Marketing with Dave Gerhardt Books: Connect with Becky | Follow us on LinkedIn | Website | |||
| 29 Aug 2019 | Ep 48 | Tech Entrepreneurial Tips and the Future of the SaaS Marketplace with Nick Bonfoglio, Founder and CEO at Syncari | 00:11:11 | |
Nick Bonfoglio, CEO and Founder of Data Management Platform- Syncari and Former founding CEO of Aptrinsic shares interesting entrepreneurial learnings and takeaways while also discussing his thoughts on the future of the DaaS/SaaS marketplace. About Nick Prior to starting Syncari and Aptrinsic, Nick was the EVP of Global Products at Marketo where he was responsible for product, engineering, cloud operations, technical support, and security services. Nick has over 25 years of experience working in product development, technology and customer service. About Syncari Syncari is a new Data Management Platform currently in stealth mode. Top ten takeaways from the episode
About the podcast Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership. | |||
| 16 Nov 2022 | Ep. 353 | Leading the Digital Marketing Solutions Business | 00:40:56 | |
Kris Barton talks about his career and how his passion for marketing and technology has led him to where he is today. He shares some anecdotes about learning from noteworthy individuals, such as Steve Ballmer, Steve Jobs, and Bill Gates, regarding leadership and time management. Kris also discusses how he instills a culture of accountability and responsibility in his company through local focus. | |||
| 05 Nov 2020 | Ep. 102 | Exploring the concept of Failing fast with Shelly Kulesza, Thomson Reuters | 00:23:58 | |
In this episode, Shelly Kulesza talks about the concept of failing fast and walks us through the mental model of it, detailing how we can think about it in a positive light to spur growth in ourselves and our organization. She also shares her executive perspective on finding the motivation to fail fast and how you can find that motivation too. | |||
| 15 Feb 2024 | Ep. 454 | Future of ERP and Innovation | 00:21:29 | |
Episode Summary About the guest Kerrie is the Group Vice President of Product Management at Epicor Software. Kerrie leads the strategic direction of Epicor cloud-enabled solutions to ensure that they continue to deliver high-value innovation, security, and performance for all of their customers. She is based in Richmond, Virginia, and has over a decade of experience in ERP, supply chain, e-commerce, cloud computing, product development, and business solutions. Key takeaways - Top challenges for ERP implementation include data management and customization - Involve IT and choose a trusted partner for a successful implementation - Foster innovation through customer involvement and crowdsourcing ideas - ERP can future-proof businesses by integrating systems and providing visibility - Scuderia AlphaTauri exemplifies constant innovation needs in fast-paced industries Quotes “ERP is the perfect place within an organization to consolidate data, to transform it, and to serve it up to really create some helpful insights in the business." Books: - Build by Tony Fadell - The New Automation Mindset Podcast | |||
| 10 Oct 2022 | Ep. 339 | Green Growth | 00:32:03 | |
The shift towards green growth is a major trend, and sustainable growth is key to success in today’s market. This episode brings you the insights of our guest, Sinem Hostetter, as she discusses the importance of green growth and how it can be a source of durable competitive advantage. She also shares the positive impact sustainability initiatives have on a wide set of stakeholders, including employees, suppliers, customers, and ultimately, society as a whole. Tune in! | |||
| 13 Dec 2020 | Ep. 127 | The Rise of the Chief Technology Marketing Officer (CTMO). Ft. Martin Gontovnikas, Auth0 | 00:35:04 | |
In this episode, Martin Gontovnikas talks about the rise of the Chief Technology Marketing Officer (CTMO) and specifically, applying product techniques to marketing to drive results. Everyone’s talking about marketing becoming more technical and Martin puts a very cool spin on this topic. He details his framework for driving results with product techniques and offers expert advice that will make it easier for you to implement this into the marketing efforts of your organization. | |||
| 08 Jun 2023 | Ep. 392 | Leveraging Your Company's Strategic Data Asset for an Unfair Advantage | 00:31:09 | |
In this episode of Sunny Side Up, host Robert Hall interviews Chris Shakarian, a startup marketing leader, about the world of strategic data assets and their impact on modern-day marketing. Shak believes that companies can gain an advantage in the market by leveraging the strategic data assets generated by customers using their products. Rather than just talking about the value delivered, showing it through data is more effective in a world oversaturated with content and advertising. Chris emphasizes the value of software as a means to gather data and provide actionable insights. One example he highlights is Gong, a call recording tool that collects voice data and performs meta-analysis to provide insights on talk ratios and business outcomes. He also acknowledges the threat of ChatGPT, a generative tool for marketers, but argues that critical thinking and the use of strategic data assets are still crucial for differentiation from competitors. Chris stresses the importance of embracing the concept of a strategic data asset and using it for an unfair advantage in the market. By finding unique data within the product, picking insights that align with buyers’ needs, and exposing it through static forms or real-time dashboards, companies can create a unique marketing strategy that draws people in rather than just “shouting from rooftops.” Connect with Chris Shakarian | Follow us on LinkedIn | |||
| 31 Aug 2018 | Episode 13 | B2B Content Marketing Trends with Pamela Muldoon of The Pedowitz Group | 00:18:55 | |
B2B Content Marketing is evolving at a rapid pace. Here’s what Pamela Muldoon, the lead content strategist at The Pedowitz Group feels about these dynamics. | |||
| 08 Mar 2024 | Ep. 458 | Women in DB: Overcoming Impostor Syndrome and Cultivating Inclusion | 00:32:20 | |
Episode Summary About the guests Jennifer Hughes Jennifer is the Principal Digital Expert at Demandbase. After a decade-long career in law and starting a family (three kids in four years), Jennifer turned her sights to writing and marketing. After years in B2C marketing, she moved to the B2B world. She started at Demandbase as the head of Digital Marketing in 2021 and is now Prinicipal Digital Expert, a client-facing role. She is delighted to be part of the Demandbase Expert Team, helping customers to succeed in all things account-based advertising. Jennifer is passionate about empowering women in technology through open conversations and efforts that drive more leadership opportunities. Ashwini Majrekar Ashwini is a tech enthusiast with over five years of dedicated experience in the ad-tech industry. Armed with a degree in Computer Engineering and a Master's in Management of Technology from NYU, Ashwini possesses a unique blend of technical prowess and strategic acumen. Beyond her professional pursuits, Ashwini finds joy in traveling. Ashwini also likes reading books and has a knack for writing as well. With her multifaceted interests and a relentless drive for innovation, Ashwini continues to carve her path in the ever-evolving digital landscape. Stella Wei Stella Wei is a Design Specialist at Demandbase where she has worked for over two years. With a background in design from art school, Stella brings creative problem-solving skills to her role. Since joining as an intern, she has taken on increasing responsibilities while advancing her knowledge of the technology industry. Stella is committed to challenging stereotypes through representation and encourages women to embrace learning experiences outside their comfort zone. Key takeaways - Speaking up about experiences and having open conversations can help break down stereotypes - Finding representation and a support network boosts confidence and combats impostor syndrome - Companies should provide processes to encourage innovation from all employees Quotes "What I would love to see is companies normalizing and rewarding trying new things and taking risks. Women are taught to be so much more risk averse than men." - Jennifer Hughes. “Companies need to start leading by example and we hear that we need more women in the tech industry, we need more women in STEM and stuff. But it’s when the companies start creating these opportunities for women, I feel, that's where it motivates these women to try out something new.” - Ashwini Manjrekar. Recommended Resource Stella Wei recommended the "Woman at Work" podcast from Harvard Business Review which covers topics on career, leadership, and personal growth for women. Ashwini Manjarekar suggested the books "Atomic Habits" for implementing changes professionally and personally, and "I Am Malala" as an inspiring read about fighting for women's education. Jennifer Hughes advised exploring TED Talks on topics like women in tech and imposter syndrome, as well as gaining perspective from listening to a diversity of speakers. | |||
| 07 Feb 2023 | Ep. 377 | Building High - Performance Teams | 00:24:43 | |
On this episode of Sunny Side Up, host Eric McIntyre is joined by Dave Woolwine, Vice President of Sales for Americas at HackerOne. Dave has extensive experience in sales with mini high-growth companies and provides insights on the importance of building a high-performance team. Dave shares his journey from AE to leadership positions in the SaaS space and how companies should define their ideal employee profile (IEP) when hiring for high-growth positions. They discuss the difficulty and complexity of the hiring process for salespeople, as resumes often lack the information needed to determine if a candidate is suitable for the position. Additionally, Dave shares tips on creating an environment where employees can continually better themselves through training and leadership – even in a remote work environment. | |||
| 18 Sep 2019 | Ep 52 | B2B Data Storytelling and Data Literacy with Spencer E. Sobczak, Enterprise Account Executive at Theia | 00:14:39 | |
Spencer talks about the need for better data storytelling and data literacy within the B2B marketplace in this episode. | |||
| 31 Aug 2022 | Ep. 328 | Demystifying Brand Convergence | 00:28:28 | |
Rebranding companies, especially that of a huge organizations is a big feat. What are the elements of a successful brand convergence? In this episode, we interview Mark Owen Burson, CMO of Nice North America, about demystifying brand convergence. He goes in-depth into Nice's strategy for rebranding and expanding into new markets. The key aspect of brand convergence is understanding the impact that rebranding will have on the partners, as well as the end users. Tune in for more practical advice on upholding the customer focus and company culture throughout the shift! | |||
| 25 Feb 2021 | Ep. 164 | When the ball doesn't bounce in the right direction. Ft. Lisa Horner, AppFolio | 00:33:15 | |
In this episode, Lisa Horner walks us through her winding career through services and marketing, sharing all that she finds most important for her role and company. We learn why employee well-being is fundamental to any business and how investing in culture can take your company forward at all times. COVID hit companies and careers hard. Do you want to know how AppFolio managed it well even then? Tune in! | |||
| 15 Sep 2021 | Ep. 238 | Brand Story Innovation Using Martech. Ft. Patrick Moorhead | 00:45:01 | |
In this episode, Patrick Moorhead discusses brand story innovation using Martech. He explains Rishad Tobaccowala’s concept of water vs. plumbing and how it draws a parallel to sales vs. marketing channels. He dives into the process of brand story innovation, novel ways for marketing and sales to work hand-in-hand, and strategies to implement buyer-friendly and sales-focussed marketing. Listen in! Contact Patrick Moorhead| Follow us on LinkedIn. | |||
| 17 Feb 2022 | Ep. 284 | Measure Success: Market Research and Analytics Yield Results | 00:28:37 | |
Advertisers and agencies both need to come to the table – and right from the outset when it comes to optimizing outcomes. How, when, and why that should happen is the focus of this episode of Sunny Side Up, which features Earl Potter, Senior VP of Media Analytics at Quad. He brings extensive experience with technology and analytics, helping clients get the most out of their market investments by finding the right combination of technology, method, and analytical framework to optimize media spend. Before joining Quad in 2019, Earl worked in senior positions at some of the largest global media analytics firms, including Gain Theory, a marketing effectiveness consultancy that is part of WPP, and Mediabrands, the media and data arm of Interpublic group. He shares insights on advertisers and agencies – how they can best leverage ad dollars and maximize ROI through candid communication, planning, research, and transparency. | |||
| 05 Jan 2024 | Ep. 445 | Navigating MarTech Product Growth: Strategies for Thriving in Challenging Business Environments | 00:21:00 | |
Episode Summary In this episode of Sunny Side Up, Katharine Noonan interviews Erik Kostelnik on thriving in the MarTech space. Erik underscores the critical need to build customer-centric brands, carefully balance marketing investments, and prioritise hiring skilled marketers for storytelling and brand development. He highlights the importance of creating a human-first brand strategy that values customer engagement and relationships. He advises marketers to cut through the noise of the marketplace. He underscores the value of hiring skilled marketers who craft compelling stories and develop brands that listen and respond to customer needs. About the Guest Erik Kostelnik is a serial entrepreneur, professor, and investor with over 15 years of experience building and scaling technology companies in the B2B space. He is the founder and CEO of Postal, an offline marketing automation platform and marketplace that helps personalise, automate, and scale direct mail, internal and external events, branded company swag, and personalised gifts. Key Takeaways - Cultivate a brand that resonates with and delights customers, encourages sharing, and integrates seamlessly with users' systems to foster organic growth and customer loyalty. - Allocate marketing spending strategically between digital and physical outreach for balanced engagement. - Focus on increasing conversion rates by innovating within typically underutilised channels. - Prioritise hiring talented marketers to build a strong brand and tell compelling stories. - Listen to customers and partners to become adept problem solvers and improve your offerings. - Integrate customer interactions with brand-building efforts to showcase real value and foster loyalty. - Aim to transform every product experience into a potential user acquisition channel. - Focus on problem-solving and adding genuine customer value, which builds brand loyalty. - In challenging economic times, selectively target a customer base with transparent, addressable needs. - View human capital as the bedrock of your business and prioritise hiring individuals who align with your brand’s mission and values. - Develop a human-first brand strategy that prioritises customer relationships and personal engagement. - Prioritise direct feedback from customers to tailor the technology to their journey. Quotes “You’ve got to hire great marketers. We believe in brands, great marketers, and in telling good stories. Part of our development of Postal has always been to be the best storytellers out there and listen to our customers.” – Erik Kostelnik Recommended Resource Podcast – Taking Flight: GTM Experiments From Today's Top Leaders Benjamin Franklin: An American Life Paperback by Walter Isaacson Shout-Outs Manny Medina – CEO of Outreach
Connect with Erik Kostelnik | Follow us on LinkedIn | Website | |||
| 20 Dec 2023 | Ep. 443 | AI Unleashed: Exploring Trends, Strategies, and Best Practices in Marketing | 00:36:39 | |
Episode Summary In this episode of Sunny Side Up, Chris Moody interviews Jana Eggers on explainability, trends, and tools in AI marketing. Jana emphasizes the need for transparency to identify and correct biases, urging the prioritization of user needs over technological capabilities. She argues that explainability should not be an afterthought but a fundamental aspect of AI. Chris and Jana discuss trends in AI-driven personalization in marketing, pointing out the need for more nuanced feedback mechanisms. The conversation then shifts to best practices for utilizing AI in marketing strategies. Jana advises a balanced approach, combining trust in AI with human expertise and scepticism. About the Guest Jana Eggers is CEO of the neuroscience-inspired artificial intelligence platform company Nara Logics. She’s an experienced tech exec focused on inspiring teams to build great products. She’s started and grown companies and has also led large organizations at public companies. She is active in customer-inspired innovation, the artificial intelligence industry, as well as running and triathlons. She’s held technology and executive positions at Intuit, Los Alamos National Laboratory, Basis Technology, Lycos, American Airlines, Spreadshirt, and more. Key Takeaways - Understanding the reasoning behind AI's decisions is crucial for practical sales, marketing, and healthcare applications. - Transparency in AI helps identify and correct biases, ensuring fair and ethical use of technology. - Prioritise understanding user needs over purely focusing on technological capabilities. - Explainability in AI should be viewed not as an add-on but as a crucial element for effective and contextualised user interaction. - Challenge the 'better results' notion to include practical usability and relevance to users' contexts. - Engaging with LLMs helps develop a broader understanding and literacy of AI among users and organisations. - Popular items can sometimes skew AI recommendations, leading to less relevant suggestions. - The goal is to evolve AI systems to a point where users feel that recommendations are genuinely tailored for them. - Don't over-trust AI; use it as a tool while maintaining critical thinking and scepticism. - Employing AI when scaling beyond human capabilities, such as handling multiple data segments, is needed. Quote "Tuning these AI systems without having that explainability is really kind of like surgery with your eyes closed." – Jana Eggers Recommended Resource Elements of AI: https://www.elementsofai.com Connect with Jana Eggers | Follow us on LinkedIn | Website | |||
| 14 Sep 2023 | Ep. 421 | Mastering Marketing: Strategies for Success in Changing Landscapes | 00:21:46 | |
Episode Summary In this episode of Sunny Side Up, host Michael Malone interviews Kathy Neumann, CMO of Rent., about mastering marketing strategies for success in changing landscapes. Michael welcomes Kathy to the show and delves into her extensive background in retail marketing, discussing how it has shaped her current role as CMO at Rent.. Kathy emphasizes the importance of understanding consumer motivations and solving their problems by marrying consumer insights with technology trends. She talks about the challenges of maintaining consumer-centricity and avoiding personal biases in marketing strategies. The conversation shifts towards the impact of COVID-19 on digital transformation, with Kathy highlighting how the pandemic accelerated the adoption of mobile-first and digital experiences. She shares insights about her approach to building teams, focusing on hiring for attitude and aptitude, and cultivating a culture of curiosity and adaptability. Kathy also discusses the successful rebranding of Rent. and the crucial role of engaging employees in the transformation process. She emphasizes the significance of internal engagement metrics and external client feedback in measuring the success of a rebrand. About the Guest Kathy joins us from Rent. where she has been CMO for the last year and a half. During her tenure at Rent. she has led a complete relaunch of the company including branding, product architecture, and company culture, resulting in a reversal of business trends from declining business to double-digit growth. Kathy's background is steep in consumer, digital, and brand marketing across brands such as Chewy, Carter's, Lands' End, and Victoria's Secret. Key Takeaways - Perspective shift: View industry challenges from the consumer's point of view, not just personal perspective. - COVID-19 accelerated digital adoption and mobile-first mindset, impacting consumer expectations. - A curious attitude is crucial when hiring for marketing roles; look for adaptability over current expertise. - Embrace progress over precision and encourage trying new ideas within the marketing team. - Successful rebranding involves rallying the entire organization around the "why" and fostering engagement. - Metrics for internal success: Employee engagement, referrals, swag requests, and pride in the brand. - External metrics include traffic, conversion rates, engagement, and feedback from customers. - Navigating chaos: Maintain curiosity, recognize evolving industry trends, and stay adaptable. - Rebranding isn't just about visuals; it's about transforming culture and aligning the entire organization. - Communicate the "why" of change multiple times in different ways to ensure understanding and buy-in. - Embrace disruption by focusing on where the industry is headed and adapting accordingly. Quote "You can't stretch standing still, so I applaud people on my team that try new things, and we celebrate the failures by learning what we can out of those interactions and quickly course correcting, but if you're not moving, you're not growing in today's environment.” – Kathy Neumann Recommended Resources Shout-outs Susan Sachatello – Chief Marketing Officer at Compeer Financial
Connect with Kathy Neumann | Follow us on LinkedIn | Website | |||
| 21 Sep 2023 | Ep. 422 | Conquering Semiconductor Sales | 00:38:04 | |
Episode Summary In this episode of Sunny Side Up, host Chris Moody interviews Andrew Peters, a seasoned marketing professional with extensive experience in the Internet of Things (IoT) industry. Andrew shares insights into transforming marketing strategies using data-driven approaches and discusses the challenges of targeting complex markets like IoT. He delves into the significance of identifying Ideal Customer Profiles (ICPs) and leveraging in-market intent signals to drive successful account engagement. The conversation also touches on the role of generative AI in accelerating product launches and the potential it holds for expediting complex use cases. About the Guest Andrew Peters thrives at the nexus of people and processes, building global departments from the ground up, leading impactful revenue strategies, improving developer experience, and ensuring alignment across sales and marketing that’s always focused on the customer. His innovative approaches to marketing operations, customer analytics, and digital experiences have garnered numerous awards. Andrew also serves as the Chair-elect for the Austin LGBTQ+ Chamber of Commerce, where he promotes community for all, and our ability to impact the cities we live in. Key Takeaways - Focusing on in-market signals aids in identifying valuable accounts in the IoT space, streamlining efforts, and improving targeting precision for effective marketing strategies. - IoT sales cycles can be prolonged, making it vital to identify accounts showing in-market intent early to nurture relationships and capitalize on opportunities. - Clearly defining Ideal Customer Profiles (ICPs) aligns marketing and sales efforts, enabling better targeting and engagement, leading to improved conversion rates and growth. - Metrics validation helped solidify the new ICP model's success, demonstrating a 60% better likelihood of converting to new opportunities, leading to enhanced conversion rates and growth. - Leveraging Generative AI accelerates product launches and refines complex use-case solutions, offering quicker decision-making and innovation in various domains. - Generative AI supports efficient data gathering and analysis, empowering quicker, well-informed decisions by extracting valuable market insights for strategic advantage. - Generative AI accelerates content creation by generating marketing materials, campaigns, and creative assets, reducing manual efforts and increasing marketing output efficiency. - AI-driven automated email outreach acts as an efficient business development representative, identifying and engaging potential clients, and driving meaningful conversations. - Generative AI has the potential to expedite chip development by 20-30%, reducing time-to-market, cutting costs, and ensuring faster access to improved product offerings. - Successful individuals invest countless unseen hours of effort to achieve excellence, underscoring the significance of persistent dedication and determination in achieving success. Quote "I think the most important part about that journey is sometimes you need a manager or a mentor that's going to push you and put you into that uncomfortable position where you're like, 'I don't know if I'm ready for this,' but you're actually more ready than you think." Recommended Resources Podcasts: The Huberman Lab by Andrew Huberman Book: Grit by Angela Duckworth Shout-outs Deirdre Walsh – Chief Executive Officer & Co-Founder at IGC Trisha Fields – Director, Performance Marketing at Silicon Labs Connect with Andrew Peters | Follow us on LinkedIn | Website | |||
| 16 Jul 2018 | Episode 12 | B2B Content Marketing Trends with Sarah Beldo at Sift Science | 00:14:25 | |
Sarah Beldo, Director of Content Marketing at Sift Science shares her thoughts on the changing trends in the realm of B2B content marketing and how new technologies will impact content consumption behaviors.
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| 02 Mar 2021 | Ep. 167 | To Scale or To Pivot. Ft. Amy Slater, Palo Alto Networks | 00:46:27 | |
In this episode, Amy Slater shares her wealth of knowledge in making us understand all of that which makes a successful career. It wouldn't be wrong to ask ourselves in this fast-paced environment of today what we would like to do with our careers next - to switch companies or to stick with the present, to scale or to pivot, how to find out what to do next. Happiness, mindfulness, and growth mindset are perhaps your driving factors too. If you wish to find out ways to propel your career and invest in your choices rightly, this episode is for you. Tune in! | |||
| 22 Oct 2021 | Ep. 247 | Cutting-Edge Approach to Sales Optimization | 00:20:57 | |
This episode of Sunny Side Up offers a cutting-edge approach to sales optimization. Caroline Tarpey, VP of Sales and Customer Success at QuotaPath, deploys data to transform cultures and create a positive peer-to-peer feedback loop. She shares her coaching methodology and some of the sources that have informed it, such as the “Nudge” framework. The goal is to motivate individuals and improve team performance by leveraging data in a positive rather than punitive way. Caroline gives us a step-by-step guide to using this innovative behavioral approach to define trouble spots, accelerate sales and strengthen overall team morale. | |||
| 16 Nov 2023 | Ep. 434 | Navigating the Cutting Edge: Insights and Strategies in Modern Marketing | 00:24:12 | |
Episode Summary In this episode of Sunny Side Up, Philip Warren chats with Siara Nazir about integrating your marketing strategy with artificial intelligence and data science. Siara discusses the transformative impact of Mixed Media Modeling, Artificial Intelligence (AI), and the MarTech stack's future direction in the evolving digital marketing landscape. Siara also shares her experience creating an AI chatbot powered by natural language processing that improved customer engagement and boosted non-branded keyword revenue. About the Guest Siara Nazir is an award-winning global digital marketer and media leader who has pioneered AI-based solutions that quadrupled conversions and doubled engagement for marketing programs at Autodesk. She’s led digital transformation for two Fortune 500 companies and her strategies have been featured in Forrester and other industry publications. She speaks at many industry conferences and was recently the recipient of the Equality Impact Award for women in tech. Key Takeaways ● Beyond just sales and clicks, recognising the revenue contribution of your brand's equity is crucial. ● Mixed media modelling’s advantage – This approach goes beyond traditional attribution models, helping marketers understand the revenue implications of their brand's presence across different channels. ● Multi-touch attribution, while popular, may not give a comprehensive picture of a brand's value and impact. Consider alternative models for a fuller perspective. ● Achieving success in non-branded spaces, which are highly competitive and challenging, can significantly boost a brand's visibility and conversions. ● Utilize AI tools to automate various marketing tasks, from content creation to customer engagement. These tools not only speed up processes but also enhance quality. ● Tomorrow's Martech stack will thrive on seamless interaction between software components. Ensure interoperability with robust API connections. ● Balance the decision between choosing best-in-breed solutions and integrated ones. The right choice can significantly impact data flow and efficiency. ● Established tech platforms, though significant, might not always provide the most agile solutions. Quote Connect with Siara Nazir | Follow us on LinkedIn | Website | |||
| 15 May 2020 | Ep. 67 | Using Data science to solve challenges faced by marketers today with Piyanka Jain, Founder & CEO Aryng | 00:17:56 | |
In this episode, Piyanka Jain an expert on data science, AI, and machine learning shares her insights on how companies can leverage data to stay profitable and how marketing and sales can fill the demand gap due to COVID-19 crisis. | |||
| 15 Dec 2020 | Ep. 131 | A CRO’s plan is the company's plan. Ft. Jonathan Hunter, MicroFocus | 00:46:55 | |
In this episode, Jonathan Hunter talks about the Chief Revenue Officer (CRO)’s plan being the company’s plan. He details the characteristics of a CRO and their team that are essential for creating and carrying out an effective and successful plan, as well as his specific framework for aligning the CRO’s plan to the company’s plan. Jonathan shares his thoughts on the timeframe of plan alignment and explains the difference between an adaptive problem and a technical problem. He then offers powerful advice that will help CRO’s stay on track in their plan and make sure it’s executed properly and efficiently. | |||
| 27 Jul 2021 | Ep. 214 | Social Selling. Ft. Neha Dhingra | 00:14:38 | |
In this episode, Neha Dhingra clears our understanding of social selling and tells us how it differs from social media marketing. We learn how social selling leverages your social network and uses one-on-one conversations to land you the right prospects. Listen in to also analyze some of the typical bottlenecks to social selling and determine how to make the best out of the process. | |||
| 09 Dec 2020 | Ep. 114 | Selling in the post-COVID era. Ft. Michael DiGiacomo, Thomson Reuters | 00:30:23 | |
In this episode, Michael DiGiacomo breaks down his framework for selling in the new normal, meaning doing business through the global covid-19 pandemic. He details how we should be thinking of selling in 2020 and beyond, from being empathetic to leveraging technology, along with how he has guided his team through the shift from field sellers to insight sales sellers. Michael then touches on the sustainability of working through this new normal and the top lessons he’s learned from doing business in 2020. | |||
| 30 Nov 2023 | Ep. 436 | Tales from the frontier of ABM | 00:36:45 | |
Episode Summary In this episode of Sunny Side Up, Chris Moody interviews Brian Kotlyar on today’s challenges and opportunities in B2B marketing. Brian emphasizes the pivotal role of data warehouses in refining marketing strategies, noting that traditional methods are waning in effectiveness. He champions smaller, targeted projects for better risk management and stresses the significance of tailoring strategies to individual needs. Even as technology advances, Brian underscores the enduring value of foundational business skills. The discussion guides B2B marketers, urging adaptability, foresight, and a data-driven approach in the modern marketing era. About the Guest Brian Kotlyar is VP of Marketing and Growth at Hightouch, a Data Activation company that helps businesses automatically get their most valuable data into the hands of their business teams. Before this, he was SVP of Marketing at New Relic, where he helped to lead a tripling in growth rate under the watchful eye of the public markets. He has worked extensively in building and growing multiple B2B startups successfully, including Sprinklr, Intercom, and Dachis Group (acquired by Sprinklr). Key Takeaways - Achieving growth targets requires revisiting and redefining strategies, especially with old playbooks proving less effective. - Start small and specific. Initiating projects on a smaller scale allows for better risk management and paves the way for innovative solutions. - Massive system-wide projects often fail due to their complexity and need for clear direction. - Data warehouses can efficiently ingest and manage vast amounts of data, making them invaluable for B2B marketing. - Tailoring marketing strategies to individual or account-specific needs can significantly improve outcomes. - Sometimes, the most effective solutions are straightforward and don't require overly complex technological implementations. - Innovative data utilisation can lead to impressive efficiencies and results even with limited resources. - Properly used, data can replace the need for large teams or budgets by automating and optimising processes. - Thoughtfully constructed advertising campaigns with a data-backed foundation can achieve remarkable cost-effectiveness. - Don 't be confined to conventional B2B platforms; explore and leverage B2C platforms for targeted advertising when the data supports it. - Ground all strategies and innovations in reliable data, using it as a foundation to build upon. - Despite technological advancements, specific fundamental business and marketing skills remain crucial. - Marketers should focus on future outcomes, understanding that today's efforts will yield results in the longer term. Quote "If you're not figuring out how to build up a deep well of first-party data, manipulate it, and then use it to resurrect old tactics and invent new ones, You're in some trouble." – Brian Kotlyar
Shout-outs François Dufour – Marketing Partner and CMO in Residence at Decibel Partners Manav Khurana – Chief Product Officer at New Relic, Inc. Connect with Brian Kotlyar | Follow us on LinkedIn | Website | |||
| 25 May 2023 | Ep. 390 | Harvesting Value - An Insight into Growth Marketing | 00:17:26 | |
In this episode of Sunny Side Up, host Joe Delamere interviews David Levy, Vice President of America’s Marketing at Foundever, about the power of growth marketing and the importance of taking a data-driven approach to the customer life cycle, from acquisition to engagement and retention to revenue generation. David discusses how personalization is key and why companies must focus on understanding customer pain points to tailor campaigns that will reach customers with the right offers in the right channels at the right moments. He talks about strategies for account-based marketing and what it takes to create an effective narrative. He also discusses generative AI, marketing strategy, customer experience, and other topics related to understanding consumer psychology. Finally, he addresses why marketers should keep the macro-context in mind while creating messaging that resonates with buyers. | |||
| 26 Oct 2022 | Ep. 344 | Evolving from Digital Lead Gen to Demand Gen | 00:36:24 | |
In today's episode, we're talking to Natalie Jackson from CBIZ about demand generation. Listen as she discusses how important it is for marketers to understand how a CRM system is architected and to be able to speak the language of the software to sell its story. She also mentions that sales teams must not be treated like data entry people and that respect is key when working with them. Finally, she suggests marketers understand further how a CRM system works and sell its story. | |||
| 13 Aug 2021 | Ep. 223 | ABM technology in 2021. Ft. Tamara Yarovoy | 00:16:48 | |
In this episode, Tamara Yarovoy talks about how to use creative incentives to fuel engagement in your business. She first breaks down what incentives and engagement are, then highlights stories and lessons she’s learned from using creative incentives to fuel engagement. Tamara also shares her candid thoughts on ABM technology in 2021 and gives great advice for marketers interested in pursuing ABM and customer incentives more. | |||
| 23 Aug 2021 | Ep. 228 | Sales Strategies. Ft. Jeff Grillo | 00:12:04 | |
In this episode, Jeff Grillo talks about the definition of a sales strategy. He mentions the key components of a strong sales strategy and explains why he refers to his salespeople as “sales athletes”. He also teaches about how to inject partners, channel resellers, marketing individuals, training and development etc into your sales strategy. | |||
| 29 Apr 2022 | Ep. 306 | The Secret Sauce to Great ABM | 00:23:10 | |
Are you struggling to keep up with the ever-changing technology, economics, culture, and movements in the world? It can be hard to stay on top of all these changes while still selling to customers effectively. But according to Dillon Nugent, VP of Demand Generation at Khoros, it’s not impossible. In this episode, Dillon recommends that companies get their customers involved at all levels of their business, create a dialogue with them, and make sure they are constantly learning and keeping up with changes in the industry. Connect with Dillon | Follow us on LinkedIn
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| 14 Mar 2024 | Ep. 460 | Leveraging Data for Effective ABM Strategy | 00:26:32 | |
Episode Summary This episode of the Sunny Side Up podcast discusses strategies for unlocking B2B marketing growth through Account Based Experiences (ABX) with Jodi Lebow of Hexagon. Jodi shares her experience in B2B technology marketing and insights into how ABM strategies have evolved with the help of data and technology. She emphasizes the importance of remaining customer-centric and leveraging customer insights. Jodi also discusses challenges in aligning sales and marketing teams for ABX and strategies for success, including tailoring content, measuring the right metrics, testing and learning, and continuous optimization. She stresses the value of data-driven decision-making and ensuring roles for everyone on the ABM team through collaboration and communication. About the guest Jodi Lebow leads the Global Demand Center at Hexagon’s Asset Lifecycle Intelligence division. Her team focuses on brand & design, global campaigns, digital marketing, global events, and account-based marketing. Jodi is recognized as an experienced B2B marketing leader with vast experience in data-driven demand generation and account-based marketing (ABM) with a track record of creating strategic, integrated go-to-market strategies that generate pipeline, accelerate revenue creation, and enhance brand awareness. Key takeaways - ABM strategies have evolved significantly with the help of data and technology. - Remaining customer-centric and leveraging customer insights are essential for effective ABM. - Aligning sales and marketing teams through collaboration, communication, and data is critical. - Tailoring content and messaging based on customer segments drives better engagement. - Focusing on the right metrics and continuous testing/optimization leads to improved results over time. - Leveraging technology enables personalization, measurement, and scaling of ABM programs. Quotes "It's a focus on customer needs over what we have to sell. So it's great that we have several solutions that I think this organization should or want or could need, but it's how do you make that pivot to really trying to understand more about your customers and prospects.”
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| 23 Mar 2022 | Ep. 297 | Making Life Count with a Growth Mindset and Purpose-Driven Business | 00:23:53 | |
This episode of Sunny Side Up features a business leader whose growth mindset is the key to inexhaustible energy and driving long-term business success. Keith Sampson, National Sales Director for North American Bancard, learned early in life that adversity could serve as a block or an invitation to learn. He has chosen the latter at every turn, including when pandemic shut down his bread-and-butter roadshows overnight. Within a matter of hours, he had reimagined his sales outreach program and ramped up virtual conferences that were attracting hundreds of attendees within weeks. Learn how Keith’s 3E’s fuel sales and how purpose-driven businesses are the key to a meaningful – and fulfilling – life. | |||
| 12 Mar 2024 | Ep. 459 | How Modern Marketing Leaders Can Harness AI for Growth | 00:25:48 | |
Episode Summary Don McGuire, the CMO of Qualcomm, discusses marketing strategies and AI-powered growth. Some key topics covered included McGuire's career advice on staying true to oneself and being open to opportunities. He also discussed how Qualcomm has evolved its marketing structure and is adopting AI tools like Writer and Firefly to accelerate content development. McGuire emphasized the potential of generative AI to improve work-life balance by freeing up time. He also talked about building the Snapdragon brand through visual and sonic elements. Overall, the episode provided valuable insights from McGuire on marketing, AI adoption, and career leadership. About the guest Don McGuire is the CMO of Qualcomm. In this role, Don leads global marketing across all Qualcomm’s businesses, as the company continues to diversify beyond mobile into new growth areas. Don joined Qualcomm in 2016 to lead the Global Product Marketing organization, where he redefined Qualcomm’s strategic approach to product marketing. A seasoned marketing leader with 25 years of experience, Don has worked across mobile providers, device OEM, content/developer, and semiconductor industries. Before joining Qualcomm, he was a senior leader at Intel, where he led global marketing strategy, campaigns, and messaging for their Client Computing Business. Key takeaways - Stay true to yourself and be open to opportunities in career development - Tie marketing objectives to business objectives to drive success - Build brand awareness and affinity through storytelling and partnerships - Use sonic branding to create instant brand recognition - Adopt AI tools like Writer and Firefly to accelerate content development - Generative AI can improve work-life balance by freeing up time for creativity - Experiment with AI tools in a controlled way before deploying enterprise-wide Quotes "It's not meant to replace people in jobs, it's meant to replace tasks." - Don responding to the fears about job loss due to AI. "Sonic branding can be a very, very important and effective tool in building out an affinity for your brand." Recommended Resource -Young China: How the Restless Generation Will Change Their Country and the World Shout-outs -Carla Zakhem-Hassan, CMO at JP Morgan Chase & Co. -Drew Panayiotou, Global CMO at Pfizer Connect with Don McGuire | Follow us on LinkedIn | Website | |||
| 09 Feb 2023 | Ep. 378 | Redefining Marketing Communication | 00:50:36 | |
In this episode of the Sunny Side Up podcast, host Tyler Gambardella interviews Jorge Quant, Vice President of Strategy and Marketing for the Americas of Carestream Health, a worldwide provider of medical and industrial imaging systems. They discuss how Carestream adapted to the pandemic by creating virtual spaces to showcase their solutions, and the future of B2B marketing in the current economic climate, stressing the importance of solving customers' problems in a better and more efficient way than competitors to create significant and relevant value and differentiate themselves to maximize profitability. Jorge also discussed the importance of understanding the customer's needs and how it is key for companies to be able to create value and differentiate themselves. He also talked about how companies need to be continuously listening to their customers to stay relevant and adapt to the changing market conditions. Ultimately, Jorge emphasizes the importance of a customer-centric approach in B2B marketing, even in a downturn, to be able to create value and maximize profitability. | |||
| 16 May 2022 | Ep. 309 | Creating a Go-To-Market Strategy | 00:30:54 | |
Scaling Go-To-Market requires strategy and further consideration of the variances in regulations and compliance measures. In this episode, our guest, Bas Paumen, discusses the tactics and shares horror stories in dealing with this transition. He emphasizes the importance of due diligence and contingency plans in the process. Ultimately, the goal is to elevate the consumer experience. By being closely involved with the customers, defining the rate of satisfaction, expectations, and call-to-action become easier. | |||
| 04 Nov 2020 | Ep. 99 | Category design in marketing with Andy Jolls | 00:43:47 | |
In this episode, Andy Jolls talks about category creation and design, detailing what it is, its significance, and what may happen to your company if you don’t categorize it. He offers great insight into how to design your category and why it’s important to get your category definition correct. Andy also provides the first few steps you will need to take in order to create a category. | |||
| 03 Nov 2020 | Ep. 96 | The secret ingredients of success in marketing. -Ft. Anish Jariwala, Anaplan | 00:20:40 | |
In this episode, Anish Jariwala talks about the secret ingredients of success in marketing, especially in critical times such as 2020, as well as the transition from traditional marketing to ABM and his three C’s for improving marketing efforts. He details a few ways you can figure out the right accounts for your company and gauge interest in those accounts, what trends and changes he’s observing in the marketing industry, and he shares his candid thoughts on MQLs and SQLs. | |||
| 27 Jan 2023 | Ep. 373 | Future of Martech | 00:35:07 | |
Scott Brinker, VP of platform ecosystem at HubSpot shares his insights on the future of marketing technology. Scott discusses the concept of Martec’s Law and why organizations are not keeping up with technology’s advances. He discusses how change management is anxiety-provoking for many people, how marketers need to be strategic about which changes they embrace and talk about prioritization, and how marketers should think about using data to optimize their execution rather than just their technology. | |||
| 11 Jun 2019 | Ep 35 | Talking about Trending B2B Sales Strategies and Sales Technologies with Jim Dickie, Partner at Sales Mastery | 00:16:29 | |
In this episode we had Jim Dickie, Partner at Sales Mastery discuss latest trends in B2B Sales and Marketing. About Jim: Jim Dickie is a Co-Founder of CSO Insights and Research Fellow for Sales Mastery; an independent research firm that focuses on profiling case study examples of how firms in the B2B marketplace are leveraging sales process, CRM, AI and knowledge to optimize revenue performance. Jim has over 30 years of sales and marketing management experience. Jim began his career with IBM and Sterling Software and then went on to launch two successful software companies. Jim then went on to co-found CSO Insights, which was acquired by Miller Heiman Group. Jim is also a contributing editor for CRM Magazine, CustomerThink, Top Sales World, and a contributing author for the Harvard Business Review. He has served as an advisor to Baylor Center for Professional Selling, William Patterson University’s Russ Berry Institute for Professional Selling, and is a lecturer at the University of Georgia’s Terry College of Business and the University of Colorado’s Leeds School of Business. Over the past twenty years, Jim’s teams have surveyed over a thousand sales transformation initiatives. Their research has become the benchmark for understanding how the role of sales is evolving, the challenges that are impacting sales performance, and most importantly what companies are doing to address those issues. Having worked with clients spanning multiple industries, including such firms as 3M, ADP, Cisco Systems, Corning, Direct Energy, Fairchild Semiconductor, Federal Express, IBM, Accenture, VISA, Xilinx, McKesson, Unocal, as well as many small to midsize enterprises, Jim has a broad perspective into sales transformation in the B2B world. Top ten takeaways from the episode:
About the podcast Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership. | |||
| 27 Jun 2024 | Ep. 487 | Evolution of the Tax Industry Using AI, Data, and Innovation | 00:20:06 | |
Episode Summary About the guests Rebekah Gardner Rebekah is a relationship-focused global sales leader with over 20 years of experience as a federal tax partner. She has a proven track record across multiple industries, and from small businesses to Fortune-ranked companies. Her expertise spans private equity, strategic partnerships, and software channels, all underscored by a commitment to collaboration, accountability, and achieving results. Jason Keever Jason serves as the President of Ryan’s tax.com™ division. With over 15 years of experience in driving revenue for private-equity-backed, high-growth SaaS companies, he leads the executive team in expanding technology services for existing clients and venturing into new markets. Jason's previous leadership roles include Chief Revenue Officer, President, Chief Sales Officer, and Vice President of Sales across various industries. Key takeaways - Technologies like AI can be leveraged to improve work efficiency and enhance the client experience. - It's important to break down silos between professional services and product teams through improved trust, communication, and aligned incentives. - Companies must balance innovation through new product development while maintaining important client relationships. - Accumulating and analyzing vast amounts of industry data can provide a competitive advantage through solutions like streamlining document processing. Quotes "We're uniquely positioned, we’re uniquely focused on corporate tax, and we have the breadth of data that's going to help empower that type of movement in the market."-Jason Keever Recommended Resource Books Good to Great by Jim Collins Dare to Lead by Brene Brown Scaling People by Claire Hughes Johnson
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| 28 Jun 2019 | Ep 38 | Martech with Chiefmartec - In conversation with Scott Brinker | 00:24:24 | |
In this episode, our CEO Meetul Shah discusses martech with none other than chiefmartec– Scott Brinker! About Scott and Chiefmartec: Scott is an entrepreneur, technologist, marketer, author and most famously also often referred to as the Father of the Martech Industry, especially because of his martech landscape chart! His popular chief marketing technology blog cheifmartec.com serves as a one-stop-shop for every #martech need. Top ten takeaways from the episode:
About the podcast Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership. | |||
| 20 Sep 2021 | Ep. 241 | Rebuilding a brand. Ft. Bryan Urioste | 00:32:51 | |
In this episode, Bryan Urioste discusses rebuilding a brand and the intricacies that go into that process, beyond coming up with a new color palette or logo. He shares the process behind rebranding and offers his perspective on what is most important when starting - including his definition of rebranding vs. refresh. | |||
| 17 Dec 2020 | Ep. 135 | The Evolution of the Digital Sales Development Role. Ft. Rakhi Voria, IBM | 00:32:27 | |
In this episode, Rakhi talks about the evolution of the digital sales development role. She shares her exciting journey of leading the Digital Sales Development function at IBM. Rakhi explains the key learnings from the external benchmarking they did. She describes her passion for diversity and inclusion, specifically getting more women into sales. And at the end of the episode, Rakhi offers some amazing tips for the companies looking to attract, retain, and advance diverse sellers. | |||
| 25 Jan 2021 | Ep. 145 | Go-To-Market strategy to win the market. Ft. Anand Akela, Nutanix | 00:33:09 | |
In this episode, Anand Akela talks about Go-To-Market strategy to win the market. He gives amazing tips on successfully executing the go-to-market strategy. Anand shares some insights on developing strong product messaging and why sales enablement is required to support the successful execution of your GTM strategy. | |||
| 06 Jul 2021 | Ep. 204 | New technologies, new markets. Ft. Bjorn Engelhardt | 00:36:48 | |
In this episode, Bjorn Engelhardt talks about how new technology is helping advance APAC countries and close the gap between men and women in business. He speaks on the significance of leap-frogging in enablement, leveraging adoption and adaption of new technology, and the most powerful attributes of an APAC leader in 2021. | |||
| 06 Feb 2024 | Ep. 452 | Unlocking Sales Enablement with ABM | 00:52:50 | |
Episode Summary This podcast episode features an interview with ABM expert Matthew Miller. Miller discusses his career progression in marketing and shares lessons learned. He stresses the importance of cultivating relationships when running sales enablement pilots to overcome resistance to new approaches. Miller emphasizes that successful ABM requires rethinking demand generation to focus on high-value accounts. He also covers common reasons ABM strategies fail and recommends multi-channel programs aligned with customer needs and buying cycles. About the guest Matthew Miller is currently the Global ABX Principal at Workday, where he is focusing on scaling their ABM strategy to cover really the top 15% of their addressable market. Before joining Workday, he spent about four years at Demandbase, where he helped customers advance their ABM strategy. He resides in the Silicon Slopes of Utah and is a father of two rescue pups. Key takeaways - Building relationships is crucial for successful sales enablement pilots to incorporate feedback constructively. - ABM requires rethinking demand gen to focus on a small number of high-value accounts through a multi-channel, multi-touch approach. - Branding and awareness lay the foundation for consideration during customers' active buying cycles. - Common reasons ABM fails include misapplication, lack of strategy/ROI understanding, and reliance on a single channel. - Successful ABM programs identify customer pain points and leverage multiple data sources to gain trust and alignment. Quotes “What are those compelling events that would cause your prospects to say, oh, we need to make a change, we're probably going to have to buy something, who should we be talking to, you can use those and ABM to start to define little clusters of accounts that are going through that.” Erin highlights the importance of identifying compelling trigger events that get prospects into an active buying cycle as the best starting point for ABM. Recommended Resource Books: People to follow on LinkedIn for insightful content: Connect with Matthew Miller | Follow us on LinkedIn | Website | |||
| 14 Jun 2024 | Ep. 483 | Time to Ditch Dinosaur Sales Tactics | 00:22:19 | |
Episode Summary This episode discusses how buyer behavior is changing, especially in manufacturing, and the challenges companies face in aligning their sales and marketing strategies as a result. The guest, Kathy Macchi, shares her insights from over 25 years in the industry on how buyers are younger and want more control over the process. She highlights culture, technology, and data silos as major barriers for manufacturing companies looking to align. The discussion covers how account-based marketing (ABM) can help manufacturers by prioritizing the right accounts for large deals and providing a framework for collaboration. They emphasize starting simple with ABM and having a dedicated sales leader champion the approach. About the guest Kathy has thrived through 25 years in sales, marketing, and IT, and now leads Inverta’s consulting. She takes a no-nonsense approach to the role of digital skills, processes, and tools, and has helped Citrix, Microsoft, and HP transform their marketing. Additionally, she’s one of the foremost authorities in account-based marketing and has been certified by ITSMA as an ABM practitioner since 2007. Kathy conducts workshops, webinars, and training sessions, and has supported hundreds of ABM rollouts and scale-ups. When Kathy isn’t traveling the world, she enjoys a top-shelf vegetarian breakfast taco at her home in Austin, TX. Key takeaways - Major challenges for manufacturing companies in aligning sales and marketing include cultural resistance, lack of digital tools, and data silos - ABM can help manufacturers target the right accounts for large deals, select key messages, and implement supporting technology - When getting started with ABM, companies should pick the right sales leader, start simply, focus on goals and measurement, and continually reinforce the approach with sales Quotes Recommended Resource Books Podcast -The Artificial Intelligence Show Connect with Kathy Macchi | Follow us on LinkedIn | Website | |||
| 28 Nov 2022 | Ep. 354 | Understanding How to Become a Better Writer | 00:24:24 | |
Today’s guest, Ann Handley, discusses her writing process and the steps for marketers to connect with their target audience. She explains the GPS framework and how it helps in turning your ideas into feasible steps that are both useful and memorable. She urges marketers to identify the goals of the marketing content and to focus on one person when delivering the message. | |||
| 08 Feb 2021 | Ep. 153 | Sales Enablement Simplified. Ft. Vik Mediratta, Salesforce | 00:45:06 | |
In this episode, Vik Mediratta talks about Sales Enablement Simplified, while explaining the core elements of sales enablement and providing tips and tricks for creating successful sales enablement experiences. Vik details the importance of empathy in sales, touching on how to incorporate empathy into sales enablement, as well as who should be involved in curating sales enablement content, and much more! | |||
| 09 Nov 2022 | Ep. 350 | Scaling the Enterprise Mountain Using ABM | 00:38:41 | |
In this episode of Sunny Side Up, Avishek Chakrobarty, who has well over 11 years of experience in enterprise sales and marketing across multiple industries, joins us to discuss the intricacies of account-based marketing. Avishek discusses how his team navigates large and complex enterprise deals that often span years in their sales cycles. We dive into strategies on how to keep leads engaged and nurtured through these lengthy and layered cycles, how he builds multi-layered, multi-channel campaigns, and pitfalls to avoid when doing ABM. | |||
| 17 Jun 2020 | Ep. 69 | Addressing social issues and correcting a cultural wrong in society using Marketing with Deanna Ransom | 00:22:19 | |
On this unscripted episode of Sunny Side Up podcast, Deanna Ransom, a senior marketing leader and woman of color discusses recent events in the context of her corporate career and marketing practices. This episode explores various themes surrounding the #BlackLivesMatter movement which is broadening worldwide. Deanna concludes by citing marketing as a unique way of listening, understanding, and engaging with the audience. And that, by addressing difficult conversations in marketing, we achieve meaningful change in people’s mentality and broader society. | |||
| 30 Mar 2022 | Ep. 300 | A Fool-Proof Formula for Easy Customer Experience Management | 00:35:26 | |
In this episode, Nielsen’s Tina Wilson talks about the shifting sands of consumer behavior and measuring ROI as power shifts to consumers. She shares her perspective on how consumer behavior and marketing tactics have changed since 2000, avoiding overwhelming consumers, the differences and commonalities between B2B and B2C buyers’ journeys, what technologies marketers are using right now to help them make decisions, and much more. | |||
| 29 Aug 2024 | Ep. 496 | The T-Shaped Marketer's Playbook | 00:21:40 | |
Episode Summary About the guest Julie Liu is the Senior Vice President of Global Marketing at AvePoint, a SaaS and data management platform that manages and protects data to secure collaboration in the Microsoft Cloud, SharePoint, Salesforce, and Google. Julie is an industry-recognized marketing leader, most recently mentoring others to create scalable marketing strategies, launching a sustainable global partner program, and establishing AvePoint as a publicly traded company. Key takeaways - Implement a consistent, organization-wide buyer journey framework to align sales, marketing, and customer success. AvePoint's 5-stage model (horizon scanners, explorers, hunters, active buyers, clients) helps drive targeted strategies and metrics. - Empower and invest in the next generation of marketers. Look for self-starters, problem-solvers, and risk-takers who bring diverse perspectives, not just those who think like you. - Anticipate a shift towards targeting end-users, not just economic buyers, as AI and technology increasingly influence the buyer's journey. Adapt marketing strategies to focus on overall account growth, not just individual leads. - Establish "strategic plays" where all resources are concentrated to achieve significant, measurable outcomes, rather than spreading efforts too thin across multiple initiatives. - Leverage inspiring figures like Paid Playa, Scott Brinker, and Brene Brown to inform your marketing approach, from martech to interpersonal relationships. Quotes Recommended Resource Books: - Transforming the B2B Buyer Journey Connect with Julie Liu | Follow us on LinkedIn | Website | |||
| 04 Apr 2022 | Ep. 302 | What (Really) Goes Into Cross-Functional Collaboration That Works? | 00:28:12 | |
In this episode, Jeremy Foster talks about cross-functional collaboration’s do’s and don’ts. He breaks down what cross-functional collaboration is, his framework for it, and how he prepared himself to become a cross-functional leader. Jeremy also shares the challenges and opportunities he’s come across during cross-functional collaboration and how to leverage a project management organization (PMO) for success. | |||