OnBase: Smashing Sales and Marketing Misalignments

Episode Summary In this episode of Sunny Side Up, host Ryan Schimmel engages in an enlightening conversation with Zari Venhaus, Vice President of Corporate Marketing Communications at Eaton. Zari, a seasoned professional in product marketing, brand management, and audience-focused marketing, delves into the intricate landscape of a marketer's content strategy. The discussion centers around the...

Episode Summary In this episode of Sunny Side Up, host Ryan Schimmel interviews Greg Graham, a seasoned marketing operations expert, on the critical role of end-to-end testing, the value of adopting a macro view in marketing strategies, and how leaders can tap into their team's collective intelligence. The conversation delves into the importance of thorough testing, highlighting real-world exa...

Episode Summary In this episode of Sunny Side Up, host Brian Hopper interviews Minnie Dimesa, Executive Vice President of Advanced Media & Marketing at ICON Media Direct, discussing the future of connected TV and the exciting concept of "clean rooms". Minnie provides her expert insights on how big publishers like Roku, Disney, and Samsung leverage secure data-sharing environments to...

Episode Summary In this episode of Sunny Side Up, host Erik Blaze interviews Mary Gilbert, CMO at Folloze, who shares her expertise on navigating the new marketing landscape and ABM-driven strategies. The conversation covers the concept of agility as a prominent factor for CMOs, the importance of customer engagement as a valuable asset, and the need for a holistic and personalized approach. Mary e...

Episode Summary In this episode of Sunny Side Up, host Jon Miller interviews Heidi Bullock, Chief Marketing Officer at Tealium, to gain insights into navigating tough economic times in the realm of B2B marketing. The conversation delves into four crucial areas of focus: efficiency, driving meetings in customer accounts, delivering bad news, and managing team growth during downturns. Heidi stresses...

Episode Summary In this episode of Sunny Side Up, host Jordan Saucedo interviews Marshall Hamilton, an expert in go-to-market strategy and customer profiling with over 10 years of experience. They discuss his current projects and initiatives at Sprout Social, how AI is impacting business execution, program management, internal tech stack, data governance policies, and creating operational effectiv...

Episode Summary   In a world where businesses are constantly seeking effective strategies to connect with their audience and drive revenue, it is crucial to learn how to effectively leverage contextual keywords, collaborate for success, and make incremental changes for remarkable results. This episode explores the power of analyzing keyword intent and classifying them based on customer journeys, e...

Episode Summary In this episode of Sunny Side Up, host Ryan Schimmel and Diana Morante discuss the marketing metamorphosis at Intelsat, exploring the transition from centralized to regional marketing and the key drivers behind this strategic shift. Diana highlights the significance of localization in connecting with specific audiences and emphasizes the importance of staying close to customers to...

Episode Summary In this episode of Sunnyside Up, host Joe Delamere interviews Palvi Verma, a marketing strategist with a distinguished career in financial services. Palvi shares her insights on the best practices for establishing successful Account-Based Marketing (ABM) strategies for organizations. She emphasizes the significance of obtaining internal consensus and undertaking thorough preparatio...

Episode Summary In this episode of Sunny Side Up, host Brian Hopper interviews Chris Clemente, a seasoned marketer and online marketing director. They discuss audience segmentation, content personalization, and the transformative impact of AI in B2B marketing. Chris emphasizes understanding the target audience and tailoring content to their needs. Data-driven segmentation, including sub-specialtie...

Episode Summary In this episode of Sunny Side Up, host Randy Ilas interviews Gregory Callahan, Partner and Founder of Bain & Company. This episode explores the ways that companies are adapting to the new digital landscape due to COVID-19. It looks at how businesses can leverage their digital capabilities to personalize their offering and deliver leads faster. Additionally, it touches on the im...

Episode Summary In this episode of Sunny Side Up, host Chris Moody interviews Jessica Woodside, an experienced marketer specializing in account-based strategies. They delve into the world of internal account-based strategies and discuss Jessica's approach to multiple markets and strategic focus areas. Jessica highlights the importance of collaboration and alignment with cross-functional teams,...

Episode Summary In this episode of Sunny Side Up, host Chris Moody interviews Maurina Venturelli, a marketing expert, about the power of a great message and bridging the gap between B2B and B2C marketing. Maurina emphasizes the importance of aesthetics, visuals, and relatability in marketing efforts, as well as the need for personalized approaches and building relationships in account-based market...

Episode Summary In this episode of Sunny Side Up, host Brian Hopper interviews Derek Hall, Senior Director of Solutions Engineering at ServiceTitan. They delve into the evolving dynamics between account executives and solutions engineers, highlighting the need for a value-focused approach. Derek explains the significance of adopting the Challenger Sale methodology, emphasizing the importance of te...

Episode Summary In today's rapidly evolving marketing landscape, the need for digital transformation in the financial services industry has become crucial. As customers increasingly expect seamless experiences, striking the right balance between digital and in-person services can be a challenge. In this episode, we discuss how Fifth Third Bank embraces digital transformations while prioritizin...

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 l...

Episode Summary In this episode of Sunny Side Up, host Katherine Noonan interviews Mike Head, the Chief Revenue Officer at impact.com, discussing the revolutionization of sales strategies and best practices for modernizing the sales process. The conversation highlights several key takeaways, including the importance of delivering a delightful customer experience and meeting buyers where they are i...

Episode Summary In this episode of Sunny Side Up, host Chris Moody interviews Graceanne MacDonald and Liam Moroney, co-founders of Storybook Marketing, to discuss the complexities of demand generation. They share insights and strategies for marketers to understand their buyers and create successful demand-gen campaigns. They emphasize the importance of convincing people that your product is valuab...

In this episode of Sunny Side Up, host Brian Horvath engages in an enlightening conversation with Karen Stephens, Chief Revenue Officer at Revinate, about the role of AI and first-party data in the hospitality industry. They explore how AI is being embraced in the industry, its benefits in terms of automation and improved guest experience, and the importance of integrating AI technologies with fir...

In this episode of Sunny Side Up, host Erik Blaze interviews Jay Hinman, the VP of Marketing at Vibes, a trusted mobile engagement platform for enterprise brands. They discuss the evolution of Demand Generation (Demand Gen), highlighting how it has transitioned from being seen as a cost center to a revenue center, largely due to advancements in cloud-based marketing automation platforms and the ri...

In this episode of Sunny Side Up, host Jordan Saucedo interviews Clint Buechler, a demand generation manager with experience in SaaS, FinTech, payments, and real estate. They discuss the importance of combining product marketing and demand generation roles to create a successful ABM program. Clint shares his insights on setting up the data structure, analytics, and testing for success. He also pro...

In this episode of Sunny Side Up, host Katharine Noonan interviews Cristy Garcia, Chief Marketing Officer at impact.com. Cristy explores the skills and qualities a modern CMO needs to be successful in their business and career. She discusses the importance of being data-driven, understanding digital marketing channels, and having a creative mindset. She also explains why it’s important to invest i...

In this episode of Sunny Side Up, host Rory Costello interviews Michael McCunney, VP of Marketing at Revenue Analytics and winner of the 2022 CMO Club Marketing Award for Creativity and Storytelling. He shares his experience of applying to the CMO Club and getting rejected before reapplying with a larger company. He discusses the importance of investing in communities to build relationships, gain...

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...

In this episode of Sunny Side Up, host Isaac Atashkar interviews Ryan Almond on the evolution of Account-Based Marketing and how ABM has changed over the past two decades. From a salesperson’s one-on-one customer relationship to leveraging technology for personalization and a better customer experience, Ryan explains how to scale an ABM strategy enterprise-wide. He suggests piloting it first, sett...