Sunny Side Up

Horses don’t trust you because you tell them to. They learn from consistency, predictability and what you do over time.Mark Drosos, SVP of Channel Sales & Alliances at Conductor, joins Rachel Truair to explore why that idea has surprising implications for how brands show up in AI. As answer engines increasingly interpret, recommend and eventually select brands, simply creating more content or chasing citations will not be enough.They discuss why the best brand may still lose if AI does not see the right signals at the right moment, how “agent selectability” changes the role of content across the buying journey, and why brands may need to start thinking of AI agents as another audience, or even another member of the buying group.The conversation ultimately asks what happens when brands are no longer trying to earn credibility only from people, but from the machines increasingly helping people decide what to believe, what to buy and eventually what to do.Quotes“I want to own the consensus, not the source.”“

AI can make people productive before it makes them experienced. That creates a new problem for leaders: if junior employees stop doing the work that once taught judgment, where will the next generation of experts come from?Elizabeth Maxson, CMO of Contentful, joins Rachel Truair to explore what her team calls “judgment debt”—the long-term cost of automating away the experiences people use to build instinct, context and expertise. They discuss why Elizabeth still requires humans to write the brief, why knowing when AI is wrong may become more valuable than knowing how to use it, and why she believes leaders need a “human on the hook,” not simply a human in the loop.The conversation ultimately asks whether businesses can capture AI’s efficiency without accidentally dismantling the apprenticeship system that creates their future leaders.Quotes“You have to build judgment by actually doing the work and having lived experiences.”“I want to shift ‘human in the loop’ to ‘human on the hook,’ because if something does

The internet used to make a simple promise: create something valuable, get discovered, and earn the visit. That promise is disappearing as Google answers questions on the results page, social platforms suppress outbound links, and AI tools summarize sources without sending them traffic. Rand Fishkin, CEO and cofounder of SparkToro, joins Rachel Truair to ask whether adapting to this zero-click era also helps cement it. Rand explains why attribution rewards the platforms that capture demand rather than the channels that create it, what marketers should measure instead, and why falling traffic may push the industry back toward brand, creativity, and work people genuinely remember.The question underneath it all: when every rational marketing decision sends us deeper into closed platforms, are we surviving a broken internet or helping break it?QuotesThe zero-click playbook"Your job is to go to the places where your audience pays attention."When AI gives you an answer without the source"Check for th

We've spent nearly two decades trying to make selling easier, CRMs, automation, sequences, intent data, and now AI. So why does it feel harder than ever to actually earn a buyer's trust? Jen Allen-Knuth, founder of DemandJen, joins Rachel Truair to explore whether sales technology was ever really built for the buyer, or whether it mostly optimized the seller's side of the interaction. Jen makes the case that “personalization” has become one of the emptiest words in sales, breaks down what actually makes a cold email work, and gives her honest read on whether the sales profession shrinks as AI takes over research and outreach. The question underneath it all: if every piece of sales technology disappeared tomorrow, what would still make one human worth talking to?Quotes"I think if we continue on as we have, there is going to be a much smaller number of people that are gonna sit in a sales profession.""Personalization has been one of the worst terms to ever come out of sales or marketing because it's not specifi

New research on thousands of professionals found something leaders don't want to hear: 53% of individuals say they're already deep into using AI, while only 25% think their own organization has caught up. Mike Kaput joins Rachel Truair to push that gap down one level, past the industry stat, into the team a leader thinks they know. Mike explains why the real barrier is uneven training rather than the tools themselves, makes the case that most knowledge workers aren't ready for the shift from chat to agentic AI, and shares the one question he'd ask any team to find out what's actually happening. The question underneath it all: how sure are you that you already know what your team would say?Quotes“It's less about the tool and a lot more about your approach.”"53% of people said they're already in the advanced stages of using AI. Only 25% said the same about their own organization.""Your average knowledge worker is pretty unprepared for the switch from chat to agentic AI."From the conversationWhy 53% of individua

About the episodeWe're communicating more than ever, and AI has made producing polished language almost effortless. So why does it feel harder than ever to actually move people? Kelly Urban, CMO at Maui Jim and formerly VP of Global Media Relations, Influencer Marketing, and Social Media at GoPro, joins Rachel Truair to explore what's actually changed in how we communicate, and why confidence, not polish, might be the real foundation of persuasion. Kelly makes the case for going to AI last instead of first, explains why trust is harder to earn than attention even though attention gets all the anxiety, and names the one piece of leadership advice she'd erase completely. The question underneath it all: if AI can write almost anything, what's the one thing only you can say with heart?Quotes“Attention can be captured very quickly, but it can go away so fast.”“I think the inflection point is are you going to AI first or are you going to AI last?”“If you can find that magic spot of being very personally connected t

Generative AI is not just another tool, it’s a complete shift in how decisions are made and work gets done.In this episode of the OnBase podcast, Paul Gibson sits down with Jim Sterne, author and AI thought leader, to explore how organizations must rethink leadership, culture, and ROI in the age of generative AI. They discuss why AI moves us from deterministic systems to creative ones, why traditional ROI models fail, how leadership misalignment slows adoption, and what it really takes to embed AI into workflows without losing human judgment. If you’re navigating AI transformation in your organization, this episode will fundamentally change how you think about it.About the GuestJim Sterne focuses his forty-five years in sales and marketing on using technology for marketing. He sold business computers to companies that had never owned one in the 1980s, consulted and keynoted about online marketing in the 1990s, founded a conference and a professional association around digital analytics in the 2000’s, and has

ABM isn’t a campaign. It’s a behavioral listening system.In this episode of the OnBase Podcast, Chris Moody sits down with Radoj Glisik, SVP of Digital Strategy & Design at Altudo, to explore how account-based marketing evolves when you combine behavioral psychology, customer experience design, and modern data infrastructure.They unpack evaluation patterns, buying group detection, why intent data alone fails, how to structure a marketing data lake, and why ungating content improves outcomes. You’ll also learn how GA4, DXPs, and personalization engines work together to create meaningful account-level engagement.If you’re serious about scaling ABM beyond campaigns and building a system that sales actually trusts, this conversation is essential.About the GuestRadoj Glisik is a battle-tested CX, branding, marketing, and content strategy executive. He has delivered significant results in market research, new market entry, digital product strategy, information architecture, advertising, operational and process

AI is everywhere in B2B marketing. But most teams are still working with disconnected tools and fragmented data.In this episode of the OnBase podcast, Chris Moody sits down with Dan Rosenberg, co-founder of Octane11, to explore why composable B2B marketing is the foundation for real AI-driven growth. They unpack the myth that ABM is dead, why monolithic marketing clouds fall short, and how connected account-level data allows AI to replace outdated attribution models.Dan shares practical insights on building modular stacks, orchestrating buying groups, scaling multi-channel campaigns, and letting AI interpret what is actually driving pipeline and revenue.If you want to move beyond dashboards and truly connect marketing to outcomes, this episode is for you.About the GuestDan Rosenberg is a thought leader and frequent speaker on B2B data, marketing analytics, and the evolution of modern martech. He’s the Founder and CEO of Octane11, an AI-powered, multi-channel analytics platform built for agencies and enterpris

AI won’t fix your go-to-market if your operating system is broken.In this episode of the OnBase Podcast, Chris Moody sits down with Yas Dalkilic, head of AI at RAB2B, to explore why adding AI to legacy workflows rarely drives meaningful results. Instead of chasing tools, Yas rebuilt her agency’s foundation, redesigning people, process, platform, and proof to create a truly AI-fluent organization.They discuss why AI belongs in the handoffs, how to build a shared “common brain” across teams, how buying group intelligence changes with behavioral signals, and why human judgment matters more in an AI-driven world.If you’re ready to move from AI curiosity to AI transformation, this episode is your roadmap.About the GuestYasemin Dalkilic is the Head of AI at RAB2B, where she helps the agency and its clients turn complex marketing challenges into practical, measurable systems. With a background in mathematics and programming, she cuts through AI hype to focus on clarity, execution, and what works now, prototyping, te

Great creative does not fail because of ideas. It fails because of operations.In this episode of the OnBase podcast, Chris Moody sits down with Michael Miller, founder and head of creative at Consigliere, to explore why modern CMOs must think like architects of complex marketing systems. They unpack the hidden operational bottlenecks that sabotage performance, why agencies often get blamed unfairly, and how outdated marketing models are slowing teams down.Michael also shares a pragmatic view on AI: use it to buy back time, streamline process, and visualize ideas, not to replace creativity. If you are leading marketing in a performance-driven environment and trying to protect brand and creative quality, this episode offers a blueprint for doing both.About Michael MillerMichael Miller has built an impressive track record over his 20+ year career, developing award winning creative and digital experiences for some of the world’s top companies including Delta Airlines, Jeep, Citi, Adobe, Southwest Airlines, Apple,

Modern ABM is not a channel or a quick win. In this episode of the OnBase podcast, Paul Gibson sits down with Katie Skene, Senior ABM Manager at Global Relay, to explore what modern account-based marketing really takes to succeed. They discuss why account selection is the foundation of ABM, how sales and marketing alignment drives long-term impact, where AI and intent signals can go wrong, and why curiosity is becoming the defining skill for ABM leaders. If you are trying to scale ABM, overcome internal resistance, or move from theory to execution, this episode offers practical insight from the front lines.About the GuestKatie Skene is a B2B marketing professional with 14 years of experience across agency and in-house roles. She began her career in marketing at a US medical devices company before spending a decade in agencies, where she built expertise across marketing automation, paid media, and multi-channel campaign execution, alongside commercial responsibility for pipeline and revenue.Specialising in B2B

Search is changing faster than ever. In this episode of the OnBase podcast, Chris Moody sits down with Andreea Westenberg to explore how digital visibility is evolving in an AI-first world. They unpack why content still matters, how generative engine optimization is reshaping discovery, and why trust and conversations are becoming new drivers of B2B revenue. From zero-click search to schema markup and conversion-focused websites, this episode offers a practical roadmap for marketing leaders who want to stay visible, relevant, and trusted as AI transforms how buyers research and decide.About the GuestAndreea Westenberg is a data-driven B2B marketing leader with 14+ years of experience in demand generation, digital strategy, and growth across startups, scale-ups, and IPO-stage companies. With an MBA and a background in SEO, SEM, and performance marketing, she focuses on deploying AI tools and optimizing digital visibility for generative search and large language models in the AI-first era.Connect with Andreea.

AI agents are no longer experimental. In this episode of the OnBase podcast, Chris Moody sits down with Maura Rivera, CMO at Qualified, to explore the rise of AI SDRs and what it takes to put AI agents into real production. They discuss why inbound SDR roles are perfectly suited for automation, how the crawl, walk, run, fly framework reduces risk, the importance of brand trust and agent coaching, and why CMOs are finally regaining control of pipeline. If you are navigating AI adoption, inbound pressure, or shifting buyer behavior, this episode offers a practical blueprint for agent-led go-to-market success.About Maura RiveraMaura serves as the Chief Marketing Officer at Qualified, the agentic marketing platform leading hundreds of customers into a new era of marketing with Piper the AI SDR agent. Prior to Qualified, Maura spent time leading marketing teams at GetFeedback, Campaign Monitor, and Salesforce. She lives in the Bay Area with her family.Connect with Maura.

Single-buyer strategies are no longer enough.In this episode of the OnBase podcast, Paul Gibson sits down with Graham Reed, director of business creation at Ice Blue Sky, to explore how buying groups are reshaping B2B decision-making in the age of AI.They discuss why deals fail when teams focus on one contact, how AI improves relevance without replacing human judgment, the risks of black-box intent signals, and why sales and marketing alignment is critical to winning complex deals.If you are struggling with low-quality pipeline or disengaged stakeholders, this conversation will change how you think about modern B2B buying.About Graham ReedGraham Reed is the director of business creation at Ice Blue Sky, a specialist strategy-led, account-based marketing and demand generation agency focused on the technology sector. With a background that began in print marketing, Graham transitioned into B2B later in his career and quickly developed a deep passion for the discipline, particularly account-based marketing and b

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 GuestDeclan 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 performancehow teach-back sales training improves retention and confidencethe role of AI coaching in modern sales enablementhow to reduce ramp time and onboarding failurehow to scale sales teams without losing culture or empathyAbout Barry

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

In this episode of the OnBase podcast, host Paul Gibson sits down with Kate Mackie to unpack why humanizing B2B marketing is no longer optional—and how brand resonance directly impacts modern go-to-market success. Kate shares her journey from agency to EY, revealing why the traditional separation between brand and demand no longer works in today’s complex, elongated B2B buying cycles.She explains why trust is a brand’s most valuable currency, how buying groups have doubled in size, and why marketers must deliver consistent yet human experiences across every GTM motion. From aligning sales and marketing, to building creative consistency without losing personalization, to proving brand impact on revenue, this episode is a masterclass in modern enterprise marketing.Kate also explores the disruptions defining today’s market, how AI will accelerate personalization, and why human differentiation will matter more as buyers increasingly use AI as part of their research process.Key TakeawaysBrand and demand work as on

In this episode of OnBase, host Paul Gibson sits down with Soumyajit Dey for a deep dive into why continuous brand building outperforms one-off campaigns every time, and how ABX becomes truly powerful only when rooted in purpose, consistency, and relevance.Soumyajit shares his journey from early days in experimental digital marketing to leading global campaigns at ThoughtWorks, where he merges brand strategy with buying-group intelligence to drive sustained account growth. He explains why brand versus demand is the wrong debate, why ABX should be an experience, not a tactic, and how companies can orchestrate connected outreach that resonates emotionally and commercially.From the importance of purpose-led storytelling, to measuring brand influence, to navigating AI and evolving buyer behavior, this episode is a masterclass in modern B2B marketing that actually works.Key TakeawaysBrand and demand shouldn’t compete, they should connectSoumyajit argues that ABX succeeds when it amplifies a strong brand narrative.