Traditional ABM frameworks are no longer enough.

In this episode of the OnBase podcast, Paul Gibson sits down with Declan Mulkeen, CMO at Strategic ABM, to explore how modern ABM strategies are evolving toward outcomes, relevance, and long-term customer value.

They discuss why customers do not buy “ABM models,” how buying groups should really be approached, the role of AI in accelerating insight without losing trust, and why lifetime value is becoming the most important metric for B2B growth.

If you are rethinking your ABM approach or struggling to prove impact beyond marketing metrics, this conversation will change how you look at account-based marketing.

About the Guest

Declan heads up Marketing at strategicabm. After some 20 years working as a CMO in the Professional Services, SaaS and EdTech sectors, Declan is now Agency-side building the strategicabm brand and running the Agency’s successful ABM program. Declan is also the host of the leading ABM podcast, Let's talk ABM.

Connect with Declan.

Sales teams have more training, more tools, and more AI than ever — yet execution in the field continues to break down.

In this episode of the OnBase podcast, Barry Flaherty and David Thomson explain why traditional sales training fails and how teach-back sales training and AI coaching help teams build real capability without burning out sales reps.

Drawing on decades of experience across enterprise sales, scale-ups, and behavioural science, they explore why information alone never creates transformation, how onboarding and ramp time can be fixed, and why AI should act as a coach, not a cop.

If you lead sales, enablement, or go-to-market teams, this episode delivers practical insight you can apply immediately.

What you'll learn:

• why most sales training doesn’t translate into performance

• how teach-back sales training improves retention and confidence

• the role of AI coaching in modern sales enablement

• how to reduce ramp time and onboarding failure

• how to scale sales teams without losing culture or empathy

About Barry Flaherty
Barry is a GTM and sales strategy Leader and Board advisor/member. He has 25 years of experience in Tech and Media that includes Enterprise Sales & Alliances in integration, cloud and automation. He is the Founder of All Good People and is now growing a portfolio of established Tech companies and scale up’s and capital raising.
Connect with Barry.

About David Thomson

Founder and CEO of Suada, David is dedicated to helping organisations unlock the full potential of their people through cutting-edge digital learning solutions. With over 25 years of experience in sales, technology, and business transformation, he lead Suada’s global mission to revolutionise online learning by incorporating the science of retention and persuasion.
Connect with David.

Roku’s John Rogers reveals how daily rigor, culture fit and a new programmatic playbook are shaping the future of CTV advertising.

🎙️ Episode summary

In this episode, John Rogers, director of global programmatic partnerships at Roku, takes us inside the systems and leadership principles driving Roku’s programmatic growth. We explore why the old sales playbook no longer works, how Roku balances programmatic and direct sales, and why ambiguity is becoming a competitive advantage in ad tech.

🔑 What you’ll learn

• How Roku uses daily rigor to run programmatic like a high-performance engine

• Why culture fit and curiosity matter more than a big Rolodex

• How to empower teams to make decisions without perfect data

• Why performance CTV is the next big industry shift

• How collaboration across sales channels creates revenue tailwinds

  
  

  💬 Standout quotes

  “Daily rigor is the hill I’ll die on.” — John Rogers
  “If your team doesn’t feel safe taking risks, you’ll never win.” — John Rogers

  
  

  About John Rogers

  John is an ad tech veteran, starting at Advertising.com in 2002. Leading teams through acquisition, hyper growth and even bankruptcy, he has developed an approach to driving client-focused teams to strong results in BD. He has been at Roku for 6 months and is developing their mid-market platform approach, focused on SSPs, DSPs and reseller partnerships.

  
  Connect with John.

  
  

  Visit our website.