• OnBase: Smashing Sales and Marketing Misalignments

  • De: Demandbase
  • Podcast

OnBase: Smashing Sales and Marketing Misalignments

De: Demandbase
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  • Resumen

  • Sunny Side Up is now 'OnBase', the no-fluff, all-impact B2B podcast bridging the divide between sales and marketing. Hear from the sharpest minds in B2B as they share revenue-boosting tactics and lessons straight from the frontlines and help you solve your toughest challenges.
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Episodios
  • Ep. 528 | The New Rules of Account-Based Marketing with Davis Potter

    Ep. 528 | The New Rules of Account-Based Marketing with Davis Potter
    Apr 29 2025

    Episode Summary

    In this special in-person episode of OnBase, host Chris Moody joins Davis Potter live from Austin, Texas, for a candid deep-dive into the evolution of account-based marketing. Davis draws on his experience across enterprise giants and nimble startups to unpack the real differences between demand gen and ABM—and why most companies are stuck in the middle.

    Together, they dissect the pitfalls of outdated ABM models, the importance of unifying go-to-market teams, and the need for signal-based measurement over legacy lead scoring. Davis explains the “account-based arrow,” ForgeX’s new data model, and shares practical tips for aligning product marketing with ABM functions for retention and growth. Whether you're a team of one or leading a global strategy, this episode is packed with insights you can act on immediately.

    Key Takeaways

    • ABM vs. Demand Gen: True ABM is more than just targeted demand generation; it requires a unified approach across sales and marketing.

    • Strategic ABM Implementation: Organizations should tailor their ABM strategy to their specific needs, considering factors like deal size and resources.

    • Measurement and Reporting: Effective ABM measurement involves tracking various metrics, including account engagement and pipeline progression, and requires a unified data model.

    • Cross-Functional Alignment: Alignment between ABM teams and other functions, such as product marketing, is crucial for success.

    • Evolving ABM: ABM is not static; it requires continuous evolution and adaptation to changing market dynamics and organizational needs.


    Quotes

    “If you're just building lists off third-party intent and running ads, you're not doing ABM—you’re just doing better DemandGen.”

    “Product marketing is not optional in an ABM strategy—it’s foundational. They understand the customer better than anyone.”

    Best Moments

    • 00:09-00:20 – Davis Potter's background and journey to 4Gex.

    • 04:45-05:00 – The importance of aligning go-to-market strategy with business goals.

    • 06:29-07:00 – Transitioning from demand generation to account-based marketing.

    • 10:50-12:00 – The double funnel approach to measuring ABM success.

    • 25:30-26:00 – The challenges of ABM benchmarks and data interpretation.

      • 33:00-34:00 – The critical role of product marketing in ABM.


      Recommended resources:

      Newsletter:

      • ⁠ABM Tactics LinkedIn newsletter⁠ – Tactical, real-world GTM advice from the trenches

      Certifications:

      • ⁠New ABM Certification Program⁠ by Demandbase in Partnership with ForgeX


      B2B Leaders to follow

      • ⁠Akriti Gupta⁠, Director of Marketing at LinkedIn

      • ⁠Désirée Daniels⁠, Retail Industry & ABM Marketing at LinkedIn


    About the Guest

    Davis Potter is the Co-Founder of ForgeX, a firm dedicated to modernizing account-based go-to-market strategies through research-backed insights and scalable methodologies. With experience launching ABM programs at organizations like Google Cloud and Scale AI, Davis brings a rare blend of enterprise sophistication and startup agility. His unique journey—spanning billion-dollar enterprises and high-growth tech companies—has equipped him with a comprehensive view of ABM’s past, present, and future.

    Davis is passionate about aligning sales, marketing, and product teams around unified goals and measurement systems. He frequently speaks on evolving ABM frameworks, first-party data strategies, and the shift from vanity metrics to actionable signals. Davis also co-leads the ForgeX and Demandbase certification program, shaping the next generation of account-based marketers.⁠Connect with Davis⁠.
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    40 m
  • Ep. 527 | AI-First GTM: The New Playbook for Sales Execution

    Ep. 527 | AI-First GTM: The New Playbook for Sales Execution
    Apr 24 2025

    Episode Summary

    In this episode of OnBase, host Paul Gibson welcomes Hannah Ajikawo for a deeply insightful conversation on building strong go-to-market foundations and how AI is reshaping the future of sales execution.

    Hannah reflects on her career journey and the moment she realized that many teams don’t truly understand strategy. She outlines the importance of focusing GTM energy on where businesses win most, shares her “go-to-market building blocks” framework, and explains how AI can enhance precision across the buyer journey—from awareness to pricing strategy.

    Whether you're leading a sales team, rolling out new tech, or trying to scale confidently, this episode is full of practical wisdom.


    Quotes

    “If you really sit down, remove ego, and look at the data—you’ll find where you win. Focus there. That’s the cheat code.”


    Best Moments

    • (00:53) – Hannah Ajikawa's career journey and the founding of Revenue Funnel.
    • (02:51)-04:39 – The importance of GTM fundamentals and addressing underperforming teams.
    • (05:54) – How repositioning and focus transformed pipeline generation for a B2B tech company.
    • (10:00) – AI's influence on GTM strategies and sales processes.
    • (12:22) – Areas of GTM most primed to benefit from AI integration.
    • (16:19) – Actionable advice for strengthening GTM foundations.
    • (22:46) – How AI is changing account-based go-to-market approaches.


    Tech Recommendations

    • Demandbase – For GTM prioritization and signal intelligence.

    • Sybill.ai – AI-powered call analysis and coaching.

    • Twain.ai – Tailored messaging and engagement optimization.

    • SimpleTalk.ai – Conversational AI for real-time needs handling.

    Resource Recommendations

    Podcasts

    • The Founders Podcast

      • Diary of a CEO (Stephen Bartlett)


      Newsletters

      • Substack (for AI newsletters)


      Blogs

      • Gates Notes- Bill Gates' blog

      • Daniel Priestley's content


      B2B Leaders to follow

      • Jen Allen-Knuth, Founder, DemandJen

      • Lisa Kelly, Founder and CEO, Radical Results

      • Barry Flaherty, GTM Leader


      About the Guest

      Hannah Ajikawo is an award-winning go-to-market consultant and founder of Revenue Funnel, helping B2B scale-ups unlock growth and optimize their revenue engines. With 16+ years of experience, Hannah has been recognised as a LinkedIn Top Voice, LinkedIn Sales Insider, Salesforce Influencer, and one of the 100 Most Powerful Women in Sales by Demandbase. She is also a HubSpot Modern Sales Leader and a global expert in aligning sales processes with modern buyer journeys to drive sustainable growth.

      Connect with Hannah.
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    29 m
  • Ep. 526 | Bold Moves & B2B Breakthroughs: Inside the 2025 Marketing Playbook

    Ep. 526 | Bold Moves & B2B Breakthroughs: Inside the 2025 Marketing Playbook
    Apr 23 2025
    Episode summary:In this episode of OnBase, host Chris Moody sits down with Trent Talbert to dissect the 2025 B2B marketing landscape—from evolving ABM strategies to the real reason high-growth companies are struggling despite bigger budgets. Trent shares insights from the newly released AMP25 survey and offers sharp, data-backed guidance on where modern marketers should double down and what they should ditch.You’ll hear why personalization is still broken in most orgs, how bold messaging can break through the noise, and why “do more with less” is a dangerous myth. Packed with practical wisdom and a few mic-drop moments, this episode is a must-listen for any B2B marketer looking to elevate their strategy this year.Key TakeawaysOptimism in Goals: A significant majority (80%) of B2B tech marketers are optimistic about achieving their goals this year. Growth Challenges: Faster-growing companies often face more challenges, requiring a broader approach to marketing. ABM and Personalization: Organizational silos can hinder effective ABM and personalization. Emerging brands have an advantage in implementing these strategies due to their lack of legacy systems. Standing Out: Brands can capture attention through bold, creative, and emotionally resonant messaging that balances rational appeals. Customer Focus: There's a growing emphasis on customer loyalty, lifetime value, and downstream engagement, including onboarding and renewals. Budget Trends: Most budgets are flat or increasing, but companies are urged to choose either a cost-reduction or growth strategy. Tactic Stability: The top six marketing tactics have remained consistent, highlighting the importance of executing fundamentals well and creating a coherent customer experience across channels. Best Moments (00:35) - Trent Talbert's career journey in B2B tech. (02:39) - The relationship between growth and marketing challenges. (03:54) - Obstacles to fully leveraging ABM and personalization. (06:51) - Strategies for brands to stand out. (10:05) - Budget trends and strategic recommendations. (14:05) - The importance of strategic focus. (16:54) - Recommended tools in the intent and personalization space. (18:05) - Trent's favorite reads and the importance of brand building.Tech RecommendationsDemandbase – ABM + intent toolsMutiny – Website personalizationBooks:The Four Conversations by Blair EnnsPodcasts:Two Bobs Podcast with Blair Enns & David C. BakerReports:April Six Marketing Pulse 2025Blair Enns, Founder, Win Without PitchingApril Dunford, Founder, Ambient Strategy, and positioning expert for tech companiesBob Wright, Founder, FirebrickAnna Powell, RevOps influencer in the B2B spaceAbout the guest:Trent Talbert is a seasoned professional with a strong background in strategy and account management. At April Six, Trent currently holds the position of Head of Strategy for North America. Prior to this role, Trent worked at Doremus as an Account Supervisor, gaining experience in various account executive roles. Trent has also worked in advertising and PR, further showcasing their diverse skill set. With a BS in Business-Marketing from the University of Missouri Trulaske College of Business, Trent is well-equipped to handle the challenges of their dynamic roles in the industry.Connect with Trent.
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    21 m
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