OnBase: Smashing Sales and Marketing Misalignments Demandbase

Episode Summary
This episode discusses how Devo implemented account-based marketing (ABM) and aligned its marketing and sales teams. Greg Aquavella from Devo shares how they overcame challenges through Demandbase training sessions with sellers and weekly one-on-ones. He emphasizes the importance of aligning sales and marketing efforts through collaboration and providing insights that matter to sellers. The episode also covers identifying opportunities for pipeline acceleration and integrating demand generation tools into existing sales workflows to streamline processes. Overall, it focuses on best practices for ABM success through effective alignment between revenue teams.

About the guest

Greg Aquavella is the Director of Marketing at Devo. With over 12 years of experience in marketing and 6+ years focused on account-based strategies, Greg is a leading expert in aligning marketing and sales for ABM success. At Devo, Greg spearheaded the implementation of their global ABM program to better target large enterprise accounts. He is responsible for building revenue and delighting customers through global ABM, Digital, and Field marketing strategies and supports Devo’s programmatic account intelligence engine.

Connect with Greg Acquavella

Key takeaways

- ABM is a holistic approach that requires aligning marketing, sales, and customer success

- Aligning sales and marketing is crucial for successful ABM implementation 

- Schedule weekly one-on-ones with individual reps to understand account priorities

- Leverage Demandbase training to help sellers apply insights in their sales approach

- Identify opportunities for "pipeline acceleration plays" based on open opportunities

- Integrate demand generation tools into the sales workflow to streamline the rep experience

- Aligning tools and insights with existing sales processes provides quick wins

Quotes"ABM encompasses so much more than marketing because if you're doing it well, you're working across the org, across multiple functions, and getting everything bought in at the right time, and getting everybody aligned to a singular goal and output." -Greg Acquavella



Recommended Resource

Books

-The ABM Effect- A good intro book for anyone getting started with ABM.

Websites

- Fullfunnel.io- They break down marketing concepts visually and share case studies.

Newsletter

-Dashdot newsletter by Strategic ABM that highlights global ABM programs and use cases.



⁠Connect with Greg Acquavella⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ |⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website

Episode SummaryIn this episode, Ruth Zive, CMO of LivePerson, discusses how to successfully navigate the AI landscape with business leaders. She shares LivePerson's conversational flywheel framework for understanding customer needs and implementing AI in a practical way. Ruth also emphasizes the importance of aligning sales and marketing teams through shared goals and data-driven strategies.

About the guest

Ruth Zive oversees LivePerson’s global marketing organization, focused on growing scalable, measurable, and predictable world-class demand generation, with operational rigor. A three-time enterprise software CMO, she leads the company’s digital and demand generation, field marketing, and sales development, vertical and product marketing, branding, and internal and external communications functions.

Connect with Ruth Zive

Key takeaways- Understand customer needs through data insights before implementing AI

- Use a framework like the conversational flywheel to practically implement AI and continuously improve

- Prove business benefit and ROI of AI to consumers to narrow the "AI gap"

- Align sales and marketing teams by holding them accountable to shared pipeline outcomes

- Empower SDRs as brand ambassadors to improve conversion and feedback loops

- Standardize messaging in an early funnel and ensure consistency through implementation

Quotes"Business leaders have this enthusiasm around AI, this eagerness to roll it out. But then on the consumer side, there's a little bit of a reluctance. And we think that all ultimately comes back to delivering ROI on your AI investment." -Ruth Zive

Recommended Resource

Books-”Amp It Up" by Frank Slootman - A book about winning go-to-market strategies that influenced Ruth.

Podcast

-Honestly by Bari Weiss - Ruth's current favorite podcast that covers controversial topics gracefully.

Websites

-Fast Company - Ruth contributes articles here every couple of months.



⁠Connect with Ruth Zive⁠ | ⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ |⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website

Episode Summary
This episode discusses the evolving role of marketing and how it is adapting to changes in buyer behavior and new technologies like AI. Jens Olivarius shares insights from his extensive career in marketing leadership roles. Key topics include the importance of understanding buyer intent, being relevant and creative in communications and aligning sales and marketing efforts through shared goals and processes. There is discussion about how AI can enhance jobs by automating repetitive tasks and improving products. The importance of focusing marketing efforts on the right target accounts and cutting wasteful spending rather than resources is also covered.

About the guest

Jens Olivariusis the CMO at FE fundinfo, previously being part of the Executive team at MDM Solutions company Stibo, and CMO at SimCorp, a global investment management IT solutions company, following an 18-year career with SaaS Institute where he undertook a variety of sales and marketing roles both in the US and Denmark. He presently resides in the beautiful city of Copenhagen.

Connect with Jens Olivarius

Key takeaways

- Marketing is evolving due to shifts in buyer control and the need for more relevant, creative communications

- Tactics like email are still relevant when used strategically, targeting the right audience at the right time

- AI can enhance jobs by automating repetitive tasks, freeing up time for creativity and strategic work  

- Aligning sales and marketing is crucial through shared goals, processes, and a focus on customer experience

- Understanding buyer groups within organizations leads to more effective engagement

- Cutting wasteful spending, not resources, is important when budgets are tight

Quotes"AI took my job to new levels. And I think that's really what it's about, to a large extent. It's about a new technology, a new set of tools out there that can help you increase productivity." -Jens Olivarius



⁠Connect with Jens Olivarius⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ |⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website

Sunny Side Up Podcast is now OnBase, where hosts Chris Moody and Paul Gibson tackle B2B challenges weekly with top experts.



For most companies, the gap between sales and marketing isn’t just a crack—it’s a chasm. And ignoring this rift? It’s not just risky; it's practically business sabotage.

So that got us thinking, just why are so many sales and marketing teams, well, off-base–and what can we do to fix it?



OnBase is about smashing those sales and marketing misalignments.



If syncing sales and marketing to supercharge your revenue sounds like your kind of play, then “OnBase” is your must-listen.



Rate us and subscribe now on Spotify, Apple Podcast, YouTube, or wherever you love to listen. Keep winning and stay OnBase.

Episode SummaryThis episode of the Sunny Side Up podcast discusses overcoming challenges faced by women in their careers, with a focus on imposter syndrome, advocating for career advancement, and maintaining work-life balance. Hardeep Kaur shares her experiences and advice on these topics, emphasizing the importance of authenticity, mentorship, and addressing unconscious biases.

About the guest

Meet Hardeep Kaur, the Director of People at Demandbase India. With 17+ years in HR, she's all about making things happen. Whether it's influencing leaders, spurring teams into action, or crafting tailored solutions, Hardeep's got it covered. She's passionate about solving challenges and works hand-in-hand with colleagues to drive meaningful change. In short, Hardeep is the driving force behind people-centric success at Demandbase India.

Connect with Hardeep Kaur

Key takeaways- Overcome imposter syndrome through self-awareness, self-compassion, and recognizing accomplishments

- Advocate for your career through effective communication, finding mentors, and understanding different perspectives 

- Address unconscious biases through open discussions with senior leaders to create an inclusive environment

- Maintain work-life balance by prioritizing both equally, setting boundaries, and not feeling guilty about priorities

- Networking is an ongoing process - find common ground and stay in touch with new connections

Quotes"Networking is about being in constant touch, whatever the frequency. It's not a one-time task." -Hardeep Kaur

⁠Connect with Hardeep Kaur⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ |⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website

Episode Summary
This episode of Sunny Side Up features an interview with Jill Canada, VP of Commercial at Mendaera, about her experience creating new markets and implementing disruptive technology. Jill discusses the challenges of market creation, especially in healthcare, and emphasizes the importance of change management. She also shares insights into building effective teams, lessons from both startups and large companies, and recommendations for books and guests.

About the guest

Jill Canada currently serves as the Vice President of Commercial at Mendaera Inc., a Silicon Valley-based healthcare technology company developing a platform that combines robotics, real-time imaging, artificial intelligence, and connectivity. Before Mendaera, Jill served as the Vice President of Corporate and Enterprise Sales and as a key member of the Executive team at Avail Medsystems where she led a dynamic team dedicated to supporting some of the healthcare sector’s largest and most influential entities.

Connect with Jill Canada

Key takeaways- Creating new markets takes longer and more money than expected, especially in healthcare with its regulatory complexities

- Finding the right product-market fit and beachhead is critical for startups

- Building a diverse, multidisciplinary team with empowerment and a culture of experimentation is important for disruptive technology

- Change management is essential but often overlooked, especially in communicating with and guiding clients through workflow changes  

- Experience from both startups and large companies is valuable; leadership qualities like accountability translate between environments

- Aligning with investors and boards that understand your sector and market creation is important for startup success

Quotes

"Sometimes, success is defined by what you say no to as much as what you say yes to"  -Jill Canada

Recommended Resource

Podcast-DeviceTalks Podcast Network (MedtechWOMEN Talks, DeviceTalks Weekly)

-Fast Five Medtech News

-Huberman Lab

-WorkLife with Adam Grant



⁠⁠⁠Connect with Jill Canada⁠ | ⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ |⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website