OnBase: Smashing Sales and Marketing Misalignments Podcast Por Demandbase arte de portada

OnBase: Smashing Sales and Marketing Misalignments

OnBase: Smashing Sales and Marketing Misalignments

De: Demandbase
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 Sunny Side Up is now 'OnBase', the no-fluff, all-impact B2B podcast bridging the divide between sales and marketing. Hear from the sharpest minds in B2B as they share revenue-boosting tactics and lessons straight from the frontlines and help you solve your toughest challenges.Demandbase Economía Marketing Marketing y Ventas
Episodios
  • Ep. 543 | The GTM Playbook Rewritten: AI, Agents, and Demandbase 4.0

    Ep. 543 | The GTM Playbook Rewritten: AI, Agents, and Demandbase 4.0
    Jun 20 2025

    Episode Summary

    On this episode of the OnBase Podcast, Gabe Rogol dives into how AI agents are reshaping go-to-market strategies and reveals what Demandbase 4.0 brings to the table. Gabe outlines the evolution of account-based marketing, the need for open and flexible platforms, and where automation meets human creativity in redefining the modern sales and marketing landscape. Whether you're a sales leader, marketer, or just curious about AI's role in B2B, this episode delivers thought-provoking clarity and actionable takeaways.


    Key Takeaways

    • Demandbase 4.0 marks a shift from closed platforms to open, flexible, AI-assisted go-to-market systems.
    • AgentBase enables faster, smarter GTM through assisted automation built on unified first- and third-party data.
    • AI won’t replace SDRs, but will augment them—human creativity and relationships still matter most.
    • Over-automation risks fragmentation and spam if agents aren’t aligned across functions.
    • Leads and last-touch attribution are outdated; pipeline creation is the new GTM North Star.
    • Data quality is critical—bad CRM data can sabotage AI-driven decisions.
    • Sales and marketing must act as one team, aligned around outcomes, not functions.
    • Trust and transparency are foundational to a successful, scalable GTM model.
    • Personalization still matters, but only when targeting the right ICP.
    • Marketing deserves more investment, not just for efficiency, but to unlock real growth.


    Quotes

    “Trust is foundational to alignment. Without trust, the entire go-to-market process breaks down.”


    Best Moments

    • 00:37 Shifting Into Phase Four
    • Gabe outlines the concept and exciting features of Demandbase 4.0, detailing the open and automated future of ABM.
    • 03:27 The Soapbox Moment
    • "Aligning go-to-market resources with the accounts that have the greatest lifetime value" as the core of success.
    • 06:39 What AgentBase Makes Possible
    • Gabe discusses how AI agents democratize complex tasks like segmentation, orchestration, and funnel tracking.
    • 16:57 The Risks of AI Agents
    • Gabe cautions about amplified risks from bad data and the danger of fragmented go-to-market strategies.
    • 24:56 The New GTM Playbook
    • Roles across sales, marketing, and operations converge around pipeline creation for unified success.
    • 30:09 The Power of Personalization
    • Gabe advocates for thoughtful personalization to the right audience over shallow attempts at scaling outreach.


    Tech Recommendations

    Obsidian (Zettelkasten Tool) – A robust digital note-taking system for organizing non-linear ideas and linking essential insights across topics.


    Resource Recommendations

    • Harvard Business Review (HBR) Compilations: Collections on decision-making, agile processes, and AI insights, offering concise and actionable advice for B2B professionals.


    Shoutouts:

    • Marc Benioff - Chair & CEO at Salesforce


    About the Guest

    As the Chief Executive Officer of Demandbase, Gabe is responsible for fulfilling the company’s mission of transforming how B2B companies go-to-market.

    Since joining Demandbase in 2012, he has been committed to setting the product and corporate strategy for the company. Throughout his two-plus-decade career, Gabe has held various leadership positions, including managing world-class customer service and sales teams at IDG and other leading publishers. He received his BA in Comparative Literature and Russian Language and Literature from Brown University.


    Connect with Gabe.
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    34 m
  • Ep. 542 | Branding for sales success: Likeability, podcasts & B2B growth

    Ep. 542 | Branding for sales success: Likeability, podcasts & B2B growth
    Jun 17 2025
    Episode SummaryIn this episode of OnBase, host Chris Moody sits down with Jessica Rhodes to talk about branding, likeability, and how podcasting can transform your sales conversations. Jessica reflects on how she turned a favor for her dad into a thriving business and why bringing your whole personality to the table is key to building buyer trust.From tactical takeaways on content repurposing to deeper insights on the neuroscience of decision-making, this conversation is equal parts actionable and human. Jessica explains why likability isn’t fluff—it’s foundational—and how being authentic across every marketing touchpoint builds a brand that wins even in a competitive sales process.If you’re in B2B marketing, sales enablement, or looking to boost your thought leadership through podcasts, this one’s for you.Key TakeawaysLikeability is a Sales Strategy: Strong brand identity isn’t just about logos and messaging—it’s about trust and connection. Jessica and her team win business because people like them, not just because of features.Show, Don’t Tell: You can’t just say your team is amazing—your content has to prove it. Brand personality needs to shine across marketing, not just in sales calls.Podcasts = Trust Accelerators: Podcasts create long-form, unfiltered content that lets buyers hear your voice, beliefs, and expertise—way before they hit the sales funnel.Repurpose with Purpose: From sending podcast links in pre-sales calls to clipping interviews for social content, podcasts can fuel your entire marketing strategy.SEO Goldmine: Each podcast appearance builds your online footprint with backlinks, blog posts, and YouTube videos—an underrated SEO boost.Decision-Making Requires Gut & Calm: Jessica shares how understanding her "sacral authority" through human design and regulating her nervous system has helped her make clearer, less reactive decisions.Quotes“Your brand identity is letting your personality come through your marketing. People logically assess vendors—but they choose the one they like most.”Best moments 02:00–04:30 – Jessica’s journey from door-to-door canvasser to podcast agency founder.05:30–07:00 – Likeability and brand identity: why it matters more than features.08:45–11:00 – The challenge (and power) of bringing your full self to work.11:30–13:30 – What to do right after you record a podcast: behind-the-scenes content, repurposing, and engagement tips.14:45–15:30 – Podcasting’s secret SEO advantage.16:15–18:00 – Using gut instinct and a calm nervous system to make better decisions.Tech recommendationsAloware – for outbound dialing and bulk SMS.Opus Clip – for repurposing podcast content.HubSpot – for marketing automation and CRM.Resource recommendationsBooks:$100M Offers and $100M Leads by Alex HormoziPodcasts:The Game with Alex HormoziShout-outsMargy Feldhuhn, Co-Owner and CEO, Interview ConnectionsMelanie Ann Layer, High-Performance Business Mentor, MLI CoachingAbout the GuestJessica Rhodes is the founder of Interview Connections, the world’s first podcast booking agency, launched in 2013 before podcast guesting was on anyone's radar. As a trailblazer in the podcasting space, Jessica Rhodes has helped more than 800 clients land over 30,000 podcast interviews, establishing herself as a thought leader in how businesses can leverage podcasting to grow. Her mission is simple yet powerful: to help entrepreneurs who feel like the best-kept secret increase visibility and build trust through the human-to-human connection that only long-form podcast interviews can provide.Connect with Jessica.
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    23 m
  • Ep. 541 | Build Legos, Not Decks: Amber Naslund on Strategic Selling

    Ep. 541 | Build Legos, Not Decks: Amber Naslund on Strategic Selling
    Jun 12 2025
    Episode SummaryIn this episode of OnBase, host Chris Moody reunites with longtime friend and podcast co-creator Amber Naslund for a reflective and forward-thinking conversation. Amber brings a wealth of experience across the marketing-sales spectrum and shares how her background in marketing has become her superpower in sales.They explore how better collaboration between marketing and sales can unlock massive gains, why product marketing and sales enablement should stop building models and start offering "Legos," and how storytelling in sales is less about fables and more about connecting dots. Amber also gets real about brand vs. demand debates and why marketers need to stop underestimating the power of long-term influence.Key TakeawaysMarketing Skills Supercharge Sales: Amber’s success in sales stems from her deep understanding of marketers. Being able to “speak the same language” has helped her build trust, credibility, and strategic partnerships with customers.Empathy > Silos: Sales and marketing still operate too independently. The cure? Cross-functional humility, joint planning, and sitting in on each other's meetings.Build Legos, Not Models: Product marketers and sales enablers should create modular, adaptable building blocks—not rigid, linear pitch decks. Sellers need the freedom to customize.Get Comfortable with Casual: Great sellers are simplifying, listening deeply, and having real, unscripted conversations. Over-reliance on pitch decks and sequences is hurting connection.Brand is Demand: The divide between brand and demand gen is artificial. Brand is what puts you on the buyer’s shortlist on Day 1—it’s measurable, just not always trackable.Quotes“Brand is demand. It’s all one thing. The biggest mistake marketing made was thinking brand was separate from measurable success.”Best moments 01:20 – Amber’s career journey: from nonprofit fundraising to sales leader at LinkedIn.05:30 – What marketers misunderstand about sales (and vice versa).09:15 – The art of “getting comfortable with casual.”12:30 – Why enablement teams need to provide mix-and-match sales materials.15:30 – Storytelling in sales: not fluff, but hypothesis.18:00 – The real power of brand—and why we’re measuring it all wrong.Resource recommendationsBooks:The First 90 Days by Michael D. WatkinsBabel by R.F. KuangPodcasts:Hidden Brain PodcastShout-outsAshley Faus, Head of Lifecycle Marketing, Portfolio at Atlassian – She is admired for her community leadership and generosity.Jenn VandeZande, Digital Engagement Strategy at SAP CX – Amber praised Jenn for her editorial excellence and long-game content strategy.About the GuestAmber Naslund is a seasoned marketing and sales executive, currently serving as a Director at LinkedIn within their Marketing Solutions business. With over 25 years of experience across nonprofit fundraising, B2B marketing, tech startups, and enterprise sales, she brings a rare dual-lens perspective from both sides of the revenue table.From co-founding a podcast with host Chris Moody over a decade ago to transitioning from marketing leader to sales director, Amber has continually embraced growth, reinvention, and empathy as cornerstones of her leadership. She’s passionate about bridging the gap between marketing and sales teams, crafting meaningful stories, and advocating for the value of brand in today’s attribution-obsessed world.Connect with Amber.
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    28 m
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