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. 571 | Marketing leadership in the age of AI: Building smarter teams and measurable growth

    Ep. 571 | Marketing leadership in the age of AI: Building smarter teams and measurable growth
    Nov 6 2025
    In this episode of OnBase, host Chris Moody sits down with Jasmeet Sawhney to explore what it means to lead marketing in an AI-driven world. Jasmeet shares his unconventional journey from engineer to marketing executive, emphasizing how technical fluency and creativity are now inseparable in leadership roles.They dive deep into the evolving responsibilities of marketing leaders, how AI is reshaping strategy, execution, and team structures, and why the biggest risk is failing to evolve. From scaling personalization to rethinking attribution and ROI, Jasmeet offers a candid and forward-looking perspective on how leaders can guide their teams through this transformation.This episode is a must-listen for marketing, sales, and business leaders navigating the AI revolution and seeking actionable insights for long-term success.Key TakeawaysAI is no longer optional: AI is no longer a buzzword, it’s a business necessity. Marketing leaders must integrate it across every function, from data analytics to customer engagement.Leadership must get technical: Future marketing leaders can’t avoid data or tech. Understanding AI, automation, and analytics is critical for setting effective goals and strategies.Don’t just hire AI experts, build internal fluency: Instead of creating isolated “AI teams,” leaders should train and empower existing staff to integrate AI into daily workflows.Personalization at scale is the new standard: AI enables hyper-personalization down to the stakeholder level, not just the account level. This is where real competitive advantage lies.Measure what matters: AI offers new opportunities to track touchpoints across the customer journey, finally making ROI and attribution measurable with greater accuracy.Change requires courage: Creativity, experimentation, and risk-taking are essential to unlocking AI’s potential, leaders must champion innovation even when outcomes are uncertain.Quotes“This is the biggest opportunity of our generation. If we don’t leverage AI, that’s what’s really at stake.”Tech RecommendationsClaude (Anthropic) – For content creation and ideation.Veo (Google LLM) – For AI-driven media and video content.Lovable – For AI-powered design support.Figma – For creating lightweight AI agents and workflows.Resource RecommendationsBook:Nexus: The History of Information Networks by Yuval Noah HarariPodcast:Marketing Against the Grain by HubSpotShout-OutsMohanbir Sawhney, Northwestern University - Kellogg School of Management – mentor and thought leader in marketing innovation.Dharmesh Shah, Co-founder & CTO of HubSpot – admired for bridging strategy, culture, and technology.Gary Vaynerchuk, Chairman of VaynerX, CEO of VaynerMedia – inspiration for fearless creativity and constant evolution.About the GuestJasmeet is a marketer with deep roots in technology, data analytics, and AI. He is currently Global Head of Marketing at Axtria. Earlier, Jasmeet was CEO of YibLab, which was one of the fastest growing marketing technology and solutions providers, ranked Top 50 among the fastest growing companies in NJ. Jasmeet has 20+ years of experience building and scaling marketing operations for both small and large companies. He is an investor, advisor, and mentor to multiple firms, and has received several company and individual awards - Inc. 500, Deloitte 500, Crain’s Fast 50, SmartCEO Future 50, Red Herring, NJBiz Business of the Year, Top CMO, and Forty Under 40, among others.Connect with Jasmeet.
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    29 m
  • Ep. 570 | Data-driven precision targeting: Workday’s winning ABM formula

    Ep. 570 | Data-driven precision targeting: Workday’s winning ABM formula
    Nov 4 2025

    In this episode of the OnBase Podcast, host Chris Moody sits down with Craig Abramson of Workday to discuss how data quality, timing, and automation shape the future of account-based marketing (ABM) and experience (ABX).

    Craig’s story, starting as a content writer, evolving through startup marketing, and now running enterprise-level ABX programs at Workday, offers a rare view into how strategy scales with data maturity. From early experiments targeting QuickBooks users to Workday’s global predictive engagement models, Craig breaks down how precision targeting drives faster deals, cleaner funnels, and measurable growth.


    Key Takeaways

    • Data quality is the foundation
      “Garbage in, garbage out” isn’t a cliché, it’s a law. Whether at a startup or Workday, the success of ABM hinges on accurate, verified, and purposeful data. A bad contact record can derail an entire funnel.
    • Timing is the game-changer
      Intent data and predictive scoring help pinpoint the exact moment an account is ready to engage. Craig’s own campaign once closed a $250M+ enterprise deal in just three months, half the usual cycle, simply because the timing was right.
    • Start small, learn fast
      Even at large companies, Craig applies a startup mindset: test, pivot, refine. His early ABM wins came from focusing on a narrow list of accounts with shared pain points rather than broad campaigns.
    • ABX + demand gen = harmony, not competition
      At Workday, the ABX team focuses on the top 15% of high-scoring accounts, while demand gen drives scale. Together they operate like retail tiers, demand gen as the “big box store,” ABX as the “personal shopper,” and 1:1 ABM as the “bespoke tailor.”
    • Messaging makes or breaks sales
      Even the best solution fails with the wrong message. Alignment between marketing and sales must start with consistent, audience-specific messaging that speaks to pain points, not features.
    • AI is the amplifier, not the author
      Craig uses AI tools like Gemini to analyze data sets in hours instead of days but stresses the importance of human instinct: “AI can’t feel what will resonate, but it can help you see what you’d otherwise miss.”


    Quotes

    “The right message at the wrong time is just as bad as the wrong message altogether.”


    Tech Recommendations

    • Demandbase
    • Salesforce
    • Google Gemini
    • Marketo
    • HubSpot


    Resource Recommendations

    Blog:

    • Niel Patel: Author: Neil Patel | Co Founder of NP Digital & Owner of Ubersuggest

    Podcast:

    • Martech Podcast: Marketing technology trends and tools.


    Shout-Outs

    Matthew Miller - Sr Principal, Global ABX. Workday.


    About the Guest

    Craig Abramson is a strategic and results-driven marketing leader with extensive experience driving growth for B2B software companies. He has proven expertise in developing and executing full-funnel marketing strategies that dramatically increase brand awareness, accelerate lead generation and drive pipeline, consistently exceeding KPIs. A master of implementing bootstrap marketing techniques to achieve outstanding results regardless of budget, he is skilled in Go-to-Market planning, AI optimization, SEO/SEM, Marketo automation, content strategy, and analyst relations, with a history of leading companies from startup to successful acquisition. Craig most recently was brought on to lead marketing at Zimit, a services configure price quote SaaS solution. Zimit was acquired by Workday in 2022. Craig continues to work at Workday on the Account Based Experience team, running global programs to drive pipeline from the top 15% of accounts that are most likely in the market for Workday’s solutions.

    Connect with Craig.
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    27 m
  • Ep. 569 | Jon Miller on how AI is breaking and rebuilding B2B go-to-market

    Ep. 569 | Jon Miller on how AI is breaking and rebuilding B2B go-to-market
    Oct 31 2025
    In this OnBase episode, host Chris Moody reconnects with marketing visionary Jon Miller for a deep dive into the evolution of B2B marketing and the transformative role of artificial intelligence in shaping the future of go-to-market strategy.Jon shares his remarkable journey, from studying physics to co-founding Marketo and Engagio, joining Demandbase, and now launching his next venture at the cutting edge of AI. He reflects on the lessons learned from past technology revolutions, drawing parallels between the early internet era and today’s AI boom.Listeners gain an inside look at how AI is fundamentally changing both software innovation and buyer behavior, why marketers must shift from quantity to quality-driven personalization, and what it takes to build organizations that thrive in an AI-first world.This episode is packed with insights for anyone navigating marketing’s AI transformation, from creative storytellers to data-driven tacticians.Key TakeawaysThe Biggest Shift Since the Internet AI isn’t just another tech trend, it’s as transformative as the rise of the internet. We’re entering a new era where software can do things we never imagined, enabling businesses that couldn’t exist before.The “Jagged Frontier” of AI AI excels at some tasks and fails at others. The key is daily experimentation, understanding where AI amplifies your strengths and where human oversight is indispensable.From Quantity to Quality The goal isn’t to send more emails, it’s to deliver more relevant experiences. AI’s true power lies in helping marketers achieve genuine one-to-one personalization through smarter orchestration, not mass automation.The Human – AI Partnership Future success lies in collaboration: humans provide creativity and empathy; AI handles data, optimization, and orchestration. Together, they create outcomes neither could achieve alone.Culture Determines AI Success Technology adoption starts with leadership. Organizations must build AI fluency into their culture, encouraging training, experimentation, and open sharing of prompts and insights.Emotion Drives Storytelling Even in B2B, emotion matters. Great storytelling taps into curiosity, excitement, and drama, whether through stealth launches, community intrigue, or relatable human experiences.Marketing Measurement Is Broken B2B marketers are still judged on MQLs and short-term results, despite the nonlinear reality of buying behavior. We need new ways to measure marketing that reflect its true long-term impact.Quotes“Don’t use AI like a faster typewriter. Use it as a new form of intelligence that helps you think better.”Tech recommendationsDescript – For seamless AI-powered video and podcast editing.Crosby.ai – An AI-enabled law firm combining automation with human legal review.Resource recommendationsBooksThe Advantage by Patrick Lencioni – A guide to building healthy, high-performing organizations.Setting the Table by Danny Meyer – Lessons on culture and leadership from the hospitality world.Turn the Ship Around by L. David Marquet – Empowerment and leadership through intentional communication.NewsletterAlmost Timely Newsletter by Chris Penn.Kieran Flanahan Newsletter on Medium.Shout-outsChris Penn – AI strategist and co-founder of Trust Insights.Kieran Flanagan – SVP, Marketing, AI & GTM (SVP) and B2B growth expert and AI prompt innovator.Kathleen Schwab – Author of Marketing in the Great Big Messy World.About the GuestJon Miller is a marketing technology pioneer and serial founder. He co-founded Marketo, Engagio, and later served as CMO of Demandbase, helping redefine how B2B companies go to market. Now building his next AI-focused startup, Jon also advises tech companies on strategy and growth. A frequent keynote speaker and author of The Definitive Guides to ABM and Marketing Automation, he’s been recognized as one of the world’s top B2B marketers.Connect with Jon.
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    35 m
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