Podcast appearances and mentions of Chris Moody

Chris Moody pulls of a historic double by winning the Utah Section PGA Section Championship to go with his Senior Section Championship last week, the first player to do this in the same year. Haley Sturgeon becomes the first woman from Utah to qualify for the PPC. Moody joins the pod. Sponsored by Goldenwest Credit Union. 

Utah Section PGA horsebeast Tommy Sharp joins us on the live show on ESPN 700 to break down the Section Championship. Chris Moody and Haley Sturgeon join. We celebrate Cougar Day with Johnny Miller and Tony Finau, and catch up with new Coug Parker Bunn. Sponsored by Goldenwest Credit Union. 

We celebrate the Davis Park Am on the live show on ESPN 700 with head pro Zach Johnson. Mike Weir tells us what it's like to be Captain. Chris Moody reflects on his win in the Utah Section PGA Senior Championship. Coach Bruce Brockbank previews the 2025 BYU Cougars. Sponsored by Goldenwest Credit Union. 

In this episode of OnBase, host Chris Moody is joined by Jonathan Moran from SAS for a deep dive into decisioning in the AI era. Jonathan explains the evolving relationship between enterprise decisioning (rule-based frameworks with governance) and AI-driven adaptive decisioning, and why businesses must strike the right balance to deliver innovation without sacrificing trust or accountability.The conversation explores how organizations can integrate AI decisioning into their customer experience strategies, overcome silos across departments, and build governance frameworks that ensure ethical, explainable, and scalable AI. Jonathan also shares practical examples of modular architectures, insights from SAS research on AI readiness, and his perspective on the future of B2B marketing.This episode is a must-listen for leaders looking to responsibly embrace AI while maintaining brand integrity, compliance, and customer trust.Key TakeawaysBalance AI with Governance: AI decisioning drives agility and adaptability, but enterprise governance ensures accountability, auditability, and risk mitigation.Customer Experience Impact: Enterprise rules provide consistency, while AI refines interactions in real-time to deliver personalized, proactive experiences.Breaking Down Silos: Leaders must align people, processes, and technology to create an enterprise-wide decisioning framework instead of fragmented departmental models.Ethics & Trust: SAS research shows that while 80% of employees use generative AI daily, fewer than 10% have governance frameworks in place, underscoring a major gap.Composable Architectures: Modular, API-first frameworks enable flexibility, scalability, and lower total costs while accelerating digital transformationQuotes“AI decisioning delivers speed, but without governance, it can lead to bias, compliance breaches, and brand damage.”Best Moments (02:50) – Jonathan defines enterprise vs. AI decisioning and why balance matters.(09:30) – How AI decisioning elevates customer experience while enterprise rules ensure consistency.(13:30) – Overcoming silos: the role of people, process, and technology.(20:30) – SAS research on governance gaps and the 10 elements of a robust AI framework.(28:00) – Use cases for composable modular architectures delivering ROI and efficiency.(35:30) – The biggest challenge in B2B marketing today: measuring ROI and attribution.Tech Recommendations:SAS Customer Intelligence 360Dynamic YieldZapierSoraResource RecommendationsPodcastsMarkigy hosted by Leanne Dow-WeimerBlog and researchChief Martech blogShout-outsBrian Vellmure, a distinguished leader and strategic innovator.Keanu Taylor, Global Head of Research, The Martech WeeklyGreg Kihlstrom, Consultant, Advisor, Speaker and Coach, The Agile BrandChristopher Penn, Co-Founder and Chief Data Scientist, TrustInsights.aiRonald van Loon, Principal Analyst, CEO, Intelligent WorldBernard Marr, Best-selling author, futurist, and strategic business and technology advisor.About the GuestJonathan Moran is responsible for global marketing activities for SAS's marketing solutions. He has over 20 years of marketing technology and customer analytics industry experience. Prior to SAS, Jonathan worked at both Earnix and the Teradata Corporation in pre-sales, consulting, and marketing roles.Over the past 25 years, Jonathan has not only architected, developed, demonstrated, and implemented analytical marketing software solutions, but he has also had the unique opportunity to work on-site with Fortune 500 customers across industries, helping them solve complex business challenges.He graduated from North Carolina State University with an undergraduate double major in Marketing and Spanish Languages and Literatures, and also holds an MBA from NC State with a concentration in Technology Commercialization.Connect with Jonathan.

In this episode of OnBase, host Chris Moody sits down with Phil Hernandez and Tina Katic-Michalos to explore how organizations can rethink their go-to-market strategies in the era of AI. They discuss the misconceptions surrounding AI adoption, the critical role of clean data, and how to maintain human connection while embracing automation.Phil and Tina share real-world insights from leading transformations across industries—covering everything from AI-native sales teams to alignment across marketing, sales, and customer success. They also highlight the importance of building customer journeys, experimenting with AI tools, and setting KPIs that truly drive impact.Whether you're navigating sales enablement, operational alignment, or the chaos of AI-driven change, this episode offers actionable steps to stay ahead.Key TakeawaysAI isn't a silver bullet: Without clean, structured data, AI only amplifies dysfunction. Human oversight is essential to make it effective.Customer journeys drive alignment: Mapping end-to-end journeys helps unify marketing, sales, and customer success around shared KPIs.AI must enhance—not replace—human touch: Leaders must balance automation with authentic connections to maintain trust.Becoming AI-native is critical: Teams need exposure, training, and comfort with AI before embedding it into processes.Focus on the right metrics: Identify true north-star KPIs and align the entire go-to-market team, avoiding vanity metrics.Experiment and iterate: With AI capabilities evolving rapidly, leaders should embrace experimentation and test new use cases.Quotes“If you haven't built out your customer journey, you don't know where AI fits. Start there, then enhance.” – Phil Hernandez“This is the perfect time to rethink GTM strategies—AI is still new, and the room for trial and error is huge.” – Tina Katic-MichalosBest Moments (02:26) – Why leaders must rethink go-to-market strategies now.(05:08) – Tina breaks down misconceptions: clean data and humans-in-the-loop.(09:20) – Phil explains balancing AI adoption with authentic human connection.(11:40) – Tina outlines how shared KPIs and customer journeys unite sales and marketing.(15:36) – Real-world example: AI-driven lead scoring boosts conversion by 30%.(19:12) – Phil on getting teams “AI-native” and overcoming resistance.(22:22) – Actionable steps: demos, data hygiene, experimentation.(26:29) – Phil's advice: focus on KPIs that truly matter, cut the noise.Resource recommendationsBooksAtomic Habits by James Clear – plus his insightful newsletter.Influence: Science and Practice by Robert Cialdini – a classic on understanding customer psychology.PodcastsMarketing SpeakShout-OutsStephan Spencer, SEO Expert, Author, and Speaker.Sara McNamara, Founding Revenue Operations & GTM Strategy Lead.Jason Lemkin, Sasstr founderBrian LaManna, Enterprise Account Executive, Gong.Kyle Coleman, Global VP Marketing, ClickUpAbout the GuestsTina Katic-MichalosTina Katic-Michalos is Sr. Director of Demand Generation at TaskUs, where she drives measurable growth by transforming complex revenue operations into streamlined, scalable systems. With more than a decade in B2B marketing, she has deep expertise in pipeline management and process optimization, consistently delivering outcomes that accelerate revenue performance.Connect with Tina.Phil HernandezPhil Hernandez is Vice President of Sales Services at TaskUs, bringing nearly 20 years of experience in shaping go-to-market strategy, designing organizational structures, and leading revenue growth. His background spans P&L ownership, forecasting, customer operations, and M&A integration, with a proven track record of building scalable organizations and driving long-term growth.Connect with Phil.

In this episode of OnBase, host Chris Moody talks with Scott Neuman, VP of Marketing at Calix, about how broadband providers can move beyond competing on price and speed to deliver personalized, value-driven experiences. Scott shares lessons from his career in advertising, IBM, and Calix, highlighting how data, AI, and “campaigns in a box” empower even small teams to succeed. From proactive customer touchpoints to unconventional ideas like “grandparent gamer” packages, this episode offers practical strategies for redefining marketing in broadband and beyond.Key TakeawaysDon't Compete on Price & Speed Alone: Broadband must shift from commodity marketing to value-driven offerings like parental controls, security, and ease of use.Positive Touchpoints Matter: Most subscriber interactions are negative (billing, outages). Providers must create proactive, goodwill-building moments.AI + Data = Competitive Advantage: Data-driven insights enable micro-segmentation, predictive problem solving, and tailored offerings for subscribers.Empowering Small Teams: Calix's “campaigns in a box” and customer success teams give small regional providers the resources of a big marketing agency.Unconventional Bets Win: From senior gaming packages to employee social advocacy, bold strategies can differentiate in crowded markets.Quotes“Stop selling gig speeds and price tags. Start selling peace of mind, security, and better lives.”-Scott Newman emphasizes that marketers should shift their focus from competing on features and price to competing on value and customer experience.Best Moments (00:24) – Scott shares his three career chapters: advertising, 18 years at IBM, and his current role at Calix.(02:41) – Why broadband providers must move beyond selling speed and price, and instead market experiences like parental controls and security.(07:51) – Proactive customer engagement and how Calix uses quality-of-experience (QoE) scores to build positive touchpoints.(10:51) – Extending connectivity beyond the home: outdoor Wi-Fi, community broadband, and differentiating from “fast and cheap” competitors.(20:56) – How Calix's “campaigns in a box” and customer success teams empower even the smallest providers to market like pros.(23:55) – The rise of unconventional packages, including “grandparent gamer” bundles and work-from-home segmentation.(28:01) – Unlocking employee advocacy and building social “armies” to amplify the brand authenticallyTech recommendationsAccount-based marketing platformsResource recommendationsPodcastsArtificial Intelligence ShowShout-OutsJon Iwata, Executive Chair, Data and Trust Alliance and former Chief Brand Office IBM, for inspiring Scott with visionary branding and mission-driven messaging.About the GuestScott Neuman is a seasoned marketing professional with over 30 years of experience, specializing in the intersection of technology and marketing strategy. Currently serving as the Corporate Vice President of Marketing at Calix, he has a proven track record of driving double-digit growth through innovative marketing strategies. Scott's expertise spans various domains including B2B marketing, demand generation, and integrated marketing communications, making him a catalyst for organizational transformation. He holds an MBA from Cornell and a Certificate in Disruptive Strategy from Harvard Business School Online. Beyond his professional achievements, Scott is also a dedicated family man, residing in Norwich, Vermont with his wife and three children. His passion for storytelling and customer-centric marketing helps brands connect meaningfully with their audiences, ensuring their challenges are met with effective solutions. Scott's leadership experience and strategic insights have positioned him as a thought leader in the marketing field.Connect with Scott.

In this episode of OnBase, host Chris Moody talks with Myla Pilao about how brands can remain relevant and resilient in the age of AI. Myla shares her unconventional path into the ICT and cybersecurity industry, and why translating technical narratives into relatable, actionable stories is key to influencing behavior.The conversation explores AI's role in shifting from transactional to relationship-driven customer experiences, the importance of high-quality data, and strategies for hyper-personalization without crossing privacy boundaries. Myla explains how her team balances automation with creativity, integrates AI responsibly, and aligns global teams around AI-driven processes.Key TakeawaysAI as a Relationship Builder: Moving beyond generic automation to personalized, context-aware customer interactions.Data Quality First: “Garbage in, garbage out” still applies—AI's success depends on the integrity of your input data.Hyper-Personalization in Action: Tailoring responses and recommendations to specific, high-priority customer pain points.Balancing AI with Human Creativity: Establishing multi-layer editorial reviews to preserve authenticity and accuracy.Adoption Through Proof of Concept: Testing AI on low-risk content before applying it to mission-critical materials.Three AI-Era Imperatives: Address bias with transparency, embed privacy and compliance, and iterate relentlessly.Quotes“Garbage in, garbage out still holds true. The quality of your data will make or break your AI outcomes.”“The foundation can be AI-driven, but the final touch has to be human.”Best Moments 01:09 – Myla shares her unconventional journey into ICT and cybersecurity.(03:30) – How AI is changing the nature of customer relationships.(05:29) – Data quality as the biggest challenge in AI adoption.(07:39) – Using hyper-personalization to address specific threats like ransomware.(09:18) – Balancing efficiency gains with authenticity in content creation.(12:07) – Aligning global teams through cautious, proof-of-concept AI rollouts.(15:21) – Myla's three operational imperatives for mid-stage AI adoption.(17:57) – Aligning teams around bold visions and measurable results.(20:39) – The challenge of cutting through “too much information” in B2B marketing.Resource recommendationsPragmatic Institute - For product and market strategies.Duarte - For storytelling and visual communication techniques for complex topics.About the GuestMyla V. Pilao is a seasoned cybersecurity marketing leader with extensive experience at the intersection of technology, marketing, and public relations. As Director of Technology Marketing at Trend Micro, she drives thought leadership initiatives that translate complex security concepts into actionable insights for audiences from C-suite executives to everyday tech users.With a career spanning leadership roles in technical support, customer relationship management, and marketing, Myla has built a strong record of guiding teams through the evolving digital landscape with a focus on trust, privacy, and innovation. Prior to Trend Micro, she held customer engagement and support roles in the gaming technology and telecommunications industries.She holds a Master's Degree from National University and a Bachelor's Degree from the University of Santo Tomas.Connect with Myla.

Episode SummaryIn this episode of OnBase, host Chris Moody welcomes Preet Sibia to discuss the evolution of go-to-market strategies from a transactional, product-first approach to a deeply customer-centric model. Preet shares candid insights from his decades of experience in semiconductors and reveals the operational, cultural, and structural shifts required to make customer orientation a reality.From building clear sales processes and empowering account managers to mastering alignment across teams and driving change management, Preet offers a detailed blueprint for organizations ready to elevate their customer relationships. He also emphasizes how investing in the right talent and metrics creates sustained impact across retention and growth.Key TakeawaysFrom Transaction to TransformationSticking to a product-oriented model may yield short-term success, but long-term growth demands a strategic shift to understanding and solving customer pain points. Customer-centricity transforms vendors into co-investors in client success.Simplify the Customer InterfaceMultiple siloed product teams can overwhelm customers. Empowering a single account owner (the “quarterback”) to guide the engagement improves clarity, builds trust, and deepens relationships.Operational Shifts are Non-NegotiableSuccessful transformations require a standardized sales process, clear role definitions, and well-trained application engineers and marketers who focus on customer needs, not just product features.Retention > AcquisitionBy understanding strategic roadmaps and elevating customer conversations beyond transactional buying, businesses can position themselves as indispensable partners, boosting long-term retention.Change Management Must Be IntentionalCommunicate relentlessly. Involve key leaders in shaping the change. Focus energy on those committed to the new vision, rather than spending time converting detractors.Measure What MattersBeyond product sales, leading indicators include customer satisfaction surveys, direct feedback, and clarity in account ownership. Internal and external alignment is key.Quotes“We used to walk into customer meetings with 20 product reps. Now we walk in with a few strategic voices focused on solving the customer's problem.”“Change doesn't work unless you pour your energy into those who want to drive it. That's how momentum builds.”Best Moments (01:00) – Preet's early journey in semiconductors and his unexpected start on a tech support hotline.(03:45) – Why customer-centric go-to-market isn't optional for future growth.(07:00) – How customer relationships shift when you focus on strategic problems over transactions.(10:00) – Operational changes that empower sales teams and streamline customer interaction.(16:00) – Managing change: from selecting champions to navigating resistance.(21:15) – Metrics that reflect progress in customer-centric strategy.Resources recommendationsRange by David Epstein – Encourages career exploration and diverse skill development.Backstage Leadership by Charles Galunic – A deeper look into leadership infrastructure and organizational dynamics.Shout-OutsJack Gifford, Founder of Maxim – Preet's early mentor and a lasting influence on his leadership philosophy.About the GuestPreet has over 25 years of global experience leading teams covering product marketing, applications engineering, sales, and distribution management. In his current role Preet leads Sales, Marketing, and Applications Engineering for Infineon's Consumer, Computing, and Communication business in the Americas region.Connect with Preet.

Episode SummaryIn this episode of OnBase, host Chris Moody sits down with Mark Boothe to explore how AI agents are reshaping the future of marketing. Mark brings candid insights from his tenure at Domo, diving into the transformative potential of agentic workflows, the necessity of AI readiness, and how marketers can navigate both disruption and opportunity.Mark shares practical advice on leveraging agents as "tireless teammates" for joyless, repetitive tasks, enhancing competitive intelligence, scaling content creation, and making smarter, faster decisions across go-to-market functions. He also reflects on challenges CMOs face today—from attribution complexity to shifting SEO dynamics—and explains why waiting to adopt AI is the riskiest move of all.This conversation is a must-listen for B2B marketers, CMOs, and business leaders looking to scale with purpose and intelligence in the age of autonomous agents.Key TakeawaysAI Agents Are Here—and You're Already Late  Mark emphasizes that CMOs can no longer afford to delay AI adoption. Organizations that do not actively experiment with agents risk falling irreparably behind in terms of go-to-market maturity and innovation.Tireless Teammates, Not Job Takers  AI agents are best positioned to automate the joyless, manual tasks humans hate. With proper training and data, they can deliver superhuman memory, adaptability, and task execution across industries.Data Readiness Is Make or Break  The phrase "garbage in, garbage out" rings true—Mark stresses that AI without structured, contextualized, and governed data is not just ineffective, but dangerous.Align AI with Enterprise Goals  AI efforts must be anchored in clear business priorities, not shiny objects. Mark warns against focusing solely on vanity metrics and stresses the importance of tying every initiative back to pipeline, revenue, and customer value.Don't Just Automate—Adapt  Traditional automation is static. AI agents enable adaptability—responding to market shifts, customer signals, and business changes in real-time with minimal human input.Quotes“AI agents should make you way smarter, faster, and more adaptable—if you're aligned with the right goals.”Resource recommendations⁠Jasper⁠ – For scalable content generation.⁠Domo⁠ – For real-time marketing analytics and agent orchestration.Resource recommendationsBooks:⁠How to Win Friends and Influence People by Dale Carnegie⁠ – Timeless lessons in people-first leadership.⁠Dare to Lead by Brené Brown⁠ – Currently being read by Mark's team book club for fostering courageous leadership.⁠Patrick Lencioni's books⁠ – Especially on team dynamics and healthy conflict.B2B Leaders to follow⁠Denise Persson⁠, CMO of Snowflake, for leading high-impact B2B marketing.About the GuestMark brings over 15 years of diverse marketing experience and is passionate about driving Domo's business growth through marketing initiatives. His mission is to empower all Domo customers and prospects with the insights and tools they need to make better business decisions and achieve their goals. In his previous role as VP of Community, Partner, and Field Marketing, Mark and his teams established new and strengthened existing programs to address customer pain points and create a greater sense of community. They also executed campaigns, programs and events that showcase the value of the Domo platform.Before joining Domo, Mark spent more than 10 years working in customer relations and marketing at Adobe and worked at Instructure as its senior director of customer marketing. He received his MBA from Utah State University and a bachelor's degree from Brigham Young University. Outside of work, Mark enjoys spending time with his family and traveling. ⁠Connect with Mark.⁠

Episode SummaryIn this episode of OnBase, host Chris Moody talks with Angela (Bruns) Herlihy about crafting and scaling an account-based strategy that aligns teams and delivers results. From her early days in gymnastics to leading marketing ops in a public company, Angela shares a compelling story of grit and growth.She walks through the operational realities of building ABM frameworks in resource-constrained environments, redefines what ABM really means across sales and marketing, and explains how to make strategic decisions with imperfect data. Angela's hands-on experience and pragmatic mindset offer a roadmap for anyone navigating the messy middle of ABM adoption.If you're looking to operationalize strategy, influence pipeline, and align GTM teams—this episode delivers both inspiration and actionable advice.Key TakeawaysABM Surfaces Everything: Account-based strategies expose every operational weakness—data silos, unclear accountability, or misaligned teams. But if addressed early, they lead to better GTM alignment and faster deal velocity.Reframe ABM as a Strategy: ABM isn't a campaign or a tech tool—it's a company-wide approach to relationship building. Angie's team embraced a tiered model (1:1, 1:few, 1:many) and shifted toward lifecycle-based engagement.Get Scrappy with Data: With limited resources, Angela built centralized dashboards using Google Sheets and manual inputs—creating a shared source of truth across sales and marketing.Co-Ownership with Sales: Alignment means co-creating everything from account selection to success metrics. Dashboards, engagement trackers, and real-time sales alerts made collaboration a practice, not a one-time effort.Lead with Progress, Not Just Revenue: Revenue is a lagging indicator. Angela focuses on buying group engagement, deal progression, and pipeline influence to maintain momentum and build trust.ABM ≠ Just Marketing: Angela avoids jargon and explains ABM through real-world examples that resonate with sales, leadership, and marketing alike. Her redefinition of ABM makes it feel like a growth strategy for the entire business.Quotes“ABM doesn't just require operational alignment—it forces it.”Best moments 00:30 – From South Dakota gymnast to GTM leader: Angie's journey.04:00 – How ABM surfaces internal misalignments and drives cross-functional clarity.07:00 – Evolving ABM from campaign-based to lifecycle-based strategy.08:40 – Scrappy ABM: Centralizing fragmented data without overhauling tech.11:00 – Aligning marketing and sales through shared metrics and processes.13:30 – Redefining ABM and earning internal buy-in with relatable use cases.15:30 – Balancing speed with long-term data discipline.Tech recommendationsPerplexityClaudeHubSpot (for its rapid evolution and product breadth)Resource recommendationsPodcasts:Talking Shop by Kelly Hopping – GTM alignment and real-world marketing challengesProf G Pod by Scott Galloway – Sharp insights on business, tech, and leadershipNewsletter:Marketoonist by Tom Fishburne – Humorous yet insightful takes on marketing absurditiesAbout the guestAngela (Bruns) Herlihy is a seasoned B2B marketing leader with a rare blend of technical expertise and strategic insight. Currently at DoubleVerify, Angela has built and scaled a full-stack marketing operations function covering everything from campaign management and analytics to website strategy and ABM.Her career spans roles in market research, database marketing, and marketing operations at companies including Gartner Digital Markets and LaserSpine Institute. Angela's work has influenced demand gen, reviewer acquisition, and full-funnel ABM strategy. She's known for her ability to scale marketing functions from scratch, align cross-functional teams, and drive operational efficiency with measurable impact.Angela brings a unique mix of grit, precision, and vision to her work—skills rooted in her background as a competitive gymnast.Connect with Angie.

Episode SummaryIn this episode of OnBase, host Chris Moody talks with Vincent DeCastro about the intersection of AI and ABM, revealing how advanced tools are improving the scalability of one-to-one and one-to-few account-based strategies. From real-world success stories to actionable insights, Vincent dives deep into the challenges of hyper-personalization and how business teams can leverage AI to streamline efforts while enhancing relationships.Key TakeawaysAI's Role in ABMAI bridges the gap between manual efforts and scalable success, allowing marketers to hyper-personalize their outreach with greater efficiency.Scaling Hyper-PersonalizationAI-powered tools like Humantic AI and Manus help marketers deliver deeply personalized messaging, from emails to team cards.The Foundation of Great ABMVincent emphasizes the importance of relationships over vanity metrics in ABM strategies.AI for TargetingAI tools remove biases in selecting target accounts and deliver data-backed choices for better ABM campaigns.Real-World Success StoryThrough AI-based automation, Vincent's team reduced team card customization efforts from three weeks to two days, enabling global ABM scalability.Quotes“AI isn't just eliminating inefficiencies; it's creating ways for marketers to aspire higher and achieve more.”Best Moments 01:20 Vincent's Journey - Vincent talks about his early days in B2B marketing and his pivot toward ABM nearly nine years ago.07:04 The One-to-One Impact - Vincent shares an inspiring success story about building a CEO relationship that culminated at the Super Bowl.09:52 Scaling ABM with AI - “Without AI, scaling hyper-personalized ABM campaigns globally would take massive resources.”17:46 Hyper-Personalization at Its Best - Vincent reveals how tools like Manus assign tasks to AI agents, creating efficiencies across marketing processes.27:08 - AI's Transformational Role - “AI isn't replacing humans; it's making us better by streamlining the process and letting us focus on strategy.”Tech RecommendationsManus – A dynamic AI tool that automates marketing tasks by delegating them to specific agents, significantly reducing manual effort.Humantic – Great for understanding individual buyer personalities at scale. Provides insights like DISC profiles and how to effectively approach communications.Shout-OutsJason Lewis - Global Business Communications Lead, The Chemours Company — Titanium TechnologiesAbout the GuestVincent DeCastro is the President and Owner/Senior SEO Consultant at The Advanced Business Metrics Agency. With a background in Internet Sales Management at BellSouth/AT&T and Account Executive experience at Thomas Industrial Network, Vincent specializes in SEO, PPC, and web-based content solutions for small and mid-sized companies. Vincent is also knowledgeable in strategy development and training, constantly updating best practices based on algorithm and AdWords updates.Website: abmagency.comConnect with Vincent.

Ready to elevate your teaching skills and become a leader in hair education? In this episode, we sit down with renowned educators coach Chris Moody to explore his 5-Week Educators Training Programme, crafted specifically for hairdressers and barbers aiming to excel as standout educators. Chris shares practical insights on simplifying content, engaging learners, building confidence, and creating transformational teaching experiences. Whether you're just starting your journey in education or looking to sharpen your skills, this programme provides the tools and support to help you inspire and lead the next generation of hair professionals. Tune in and start your path to greatness! How to Enrol: Enrolment details, pricing, and additional benefits are shared at the end of the episode. Don't miss this chance to take your teaching to the next level and make a bigger impact in the hair and beauty industry. Links & Resources: Learn more about Chris Moody's 5-Week Educators Training Programme HERE Register your interest on joining Chris Moody's 5 week Educators Training programme by emailing us HERE Visit Chris Moody online HERE Connect with Chris Moody on Instagram @ChrisMoodyHair Join HTCI Platform on Circle HERE

Episode SummaryIn this episode of OnBase, host Chris Moody sits down with Bryan Bowles to discuss how marketers can drive sustainable customer growth through tighter alignment with commercial teams, smarter segmentation, and role clarity across go-to-market functions.Bryan shares his unconventional career path and the insights he's gained by working across technical, product, and sales roles. He explains why marketers must understand both the buyer and the seller journeys, and how misaligned activities can waste resources and erode trust.From building campaigns that matter to structuring internal marketing roles with precision, Bryan offers a blueprint for modern B2B teams seeking to make a meaningful impact—especially when budgets are tight and expectations are high.Key TakeawaysStart with Seller Empathy: Great marketing doesn't just mirror the buyer's journey—it walks in the seller's shoes. Understanding how commercial teams use marketing materials is crucial to building relevant, timely campaigns.Segmentation is the Game-Changer: Trying to market to all customers equally leads to diluted efforts. Instead, narrow focus, precise segmentation, and account intelligence lead to higher conversion and deeper engagement.Align on Roles, Not Just Goals: Marketing success hinges on clearly defined roles. Bryan emphasizes letting product marketers focus on the “what” and “why,” while campaign teams drive the “how” with discipline and expertise.Activity ≠ Outcomes: Webinars and flashy tactics might feel good, but without a cohesive playbook and long-term view, they won't move the needle. Sustainable growth comes from planned, multi-touch, multi-channel programs.Operational Simplicity Drives Speed: Bringing content and campaign teams into one unit at GHX reduced handoffs and improved execution speed—creating what Bryan calls “one less handoff,” a powerful operational mantra.Outspend or Outsmart: When you can't outspend competitors, get surgical. Tight focus, clear audience segmentation, and close collaboration with the commercial team allow you to win smarter—not louder.Quotes“You don't need to spam the world. You need to be relevant to the right segment and convert.”Best moments 02:00 – Bryan's journey from rural hospital analyst to marketing leader.05:30 – Where companies fail in connecting commercial goals to marketing actions.09:00 – The secret to scaling customer growth through tight segmentation.13:00 – Turning field events into actionable intelligence for frontline teams.16:00 – Role definition and the art of avoiding activity-based marketing.20:00 – How merging content and campaign teams accelerated execution.23:30 – Why winning market share requires precision, not volume.Resource recommendationsBooks:Smart Brevity – A guide to simplifying communication and getting to the point faster.Podcasts:Outcomes Rocket – A healthcare-focused podcast Bryan recommends for insight into industry trends.Shout-outsKaycee Kalpin, CMO, Premier Inc.About the guestBryan Bowles is a seasoned marketing executive with over two decades of experience leading growth and innovation across the healthcare industry. He currently serves as Vice President of Corporate Marketing at GHX, where he oversees global marketing strategy, brand development, and the alignment of marketing initiatives with enterprise-wide business goals.Prior to GHX, Bryan held senior leadership roles at Everside Health and Premier Inc., where he was known for launching innovative healthcare solutions and driving measurable marketing impact. With a background spanning product management, sales, and marketing, Bryan brings a unique, cross-functional perspective that fuels customer-centric growth strategies.Connect with Bryan.

Episode SummaryIn this episode of OnBase, host Chris Moody sits down with Jessica Rhodes to talk about branding, likeability, and how podcasting can transform your sales conversations. Jessica reflects on how she turned a favor for her dad into a thriving business and why bringing your whole personality to the table is key to building buyer trust.From tactical takeaways on content repurposing to deeper insights on the neuroscience of decision-making, this conversation is equal parts actionable and human. Jessica explains why likability isn't fluff—it's foundational—and how being authentic across every marketing touchpoint builds a brand that wins even in a competitive sales process.If you're in B2B marketing, sales enablement, or looking to boost your thought leadership through podcasts, this one's for you.Key TakeawaysLikeability is a Sales Strategy: Strong brand identity isn't just about logos and messaging—it's about trust and connection. Jessica and her team win business because people like them, not just because of features.Show, Don't Tell: You can't just say your team is amazing—your content has to prove it. Brand personality needs to shine across marketing, not just in sales calls.Podcasts = Trust Accelerators: Podcasts create long-form, unfiltered content that lets buyers hear your voice, beliefs, and expertise—way before they hit the sales funnel.Repurpose with Purpose: From sending podcast links in pre-sales calls to clipping interviews for social content, podcasts can fuel your entire marketing strategy.SEO Goldmine: Each podcast appearance builds your online footprint with backlinks, blog posts, and YouTube videos—an underrated SEO boost.Decision-Making Requires Gut & Calm: Jessica shares how understanding her "sacral authority" through human design and regulating her nervous system has helped her make clearer, less reactive decisions.Quotes“Your brand identity is letting your personality come through your marketing. People logically assess vendors—but they choose the one they like most.”Best moments 02:00–04:30 – Jessica's journey from door-to-door canvasser to podcast agency founder.05:30–07:00 – Likeability and brand identity: why it matters more than features.08:45–11:00 – The challenge (and power) of bringing your full self to work.11:30–13:30 – What to do right after you record a podcast: behind-the-scenes content, repurposing, and engagement tips.14:45–15:30 – Podcasting's secret SEO advantage.16:15–18:00 – Using gut instinct and a calm nervous system to make better decisions.Tech recommendationsAloware – for outbound dialing and bulk SMS.Opus Clip – for repurposing podcast content.HubSpot – for marketing automation and CRM.Resource recommendationsBooks:$100M Offers and $100M Leads by Alex HormoziPodcasts:The Game with Alex HormoziShout-outsMargy Feldhuhn, Co-Owner and CEO, Interview ConnectionsMelanie Ann Layer, High-Performance Business Mentor, MLI CoachingAbout the GuestJessica Rhodes is the founder of Interview Connections, the world's first podcast booking agency, launched in 2013 before podcast guesting was on anyone's radar. As a trailblazer in the podcasting space, Jessica Rhodes has helped more than 800 clients land over 30,000 podcast interviews, establishing herself as a thought leader in how businesses can leverage podcasting to grow. Her mission is simple yet powerful: to help entrepreneurs who feel like the best-kept secret increase visibility and build trust through the human-to-human connection that only long-form podcast interviews can provide.Connect with Jessica.

Episode SummaryIn this episode of OnBase, host Chris Moody reunites with longtime friend and podcast co-creator Amber Naslund for a reflective and forward-thinking conversation. Amber brings a wealth of experience across the marketing-sales spectrum and shares how her background in marketing has become her superpower in sales.They explore how better collaboration between marketing and sales can unlock massive gains, why product marketing and sales enablement should stop building models and start offering "Legos," and how storytelling in sales is less about fables and more about connecting dots. Amber also gets real about brand vs. demand debates and why marketers need to stop underestimating the power of long-term influence.Key TakeawaysMarketing Skills Supercharge Sales: Amber's success in sales stems from her deep understanding of marketers. Being able to “speak the same language” has helped her build trust, credibility, and strategic partnerships with customers.Empathy > Silos: Sales and marketing still operate too independently. The cure? Cross-functional humility, joint planning, and sitting in on each other's meetings.Build Legos, Not Models: Product marketers and sales enablers should create modular, adaptable building blocks—not rigid, linear pitch decks. Sellers need the freedom to customize.Get Comfortable with Casual: Great sellers are simplifying, listening deeply, and having real, unscripted conversations. Over-reliance on pitch decks and sequences is hurting connection.Brand is Demand: The divide between brand and demand gen is artificial. Brand is what puts you on the buyer's shortlist on Day 1—it's measurable, just not always trackable.Quotes“Brand is demand. It's all one thing. The biggest mistake marketing made was thinking brand was separate from measurable success.”Best moments 01:20 – Amber's career journey: from nonprofit fundraising to sales leader at LinkedIn.05:30 – What marketers misunderstand about sales (and vice versa).09:15 – The art of “getting comfortable with casual.”12:30 – Why enablement teams need to provide mix-and-match sales materials.15:30 – Storytelling in sales: not fluff, but hypothesis.18:00 – The real power of brand—and why we're measuring it all wrong.Resource recommendationsBooks:The First 90 Days by Michael D. WatkinsBabel by R.F. KuangPodcasts:Hidden Brain PodcastShout-outsAshley Faus, Head of Lifecycle Marketing, Portfolio at Atlassian – She is admired for her community leadership and generosity.Jenn VandeZande, Digital Engagement Strategy at SAP CX – Amber praised Jenn for her editorial excellence and long-game content strategy.About the GuestAmber Naslund is a seasoned marketing and sales executive, currently serving as a Director at LinkedIn within their Marketing Solutions business. With over 25 years of experience across nonprofit fundraising, B2B marketing, tech startups, and enterprise sales, she brings a rare dual-lens perspective from both sides of the revenue table.From co-founding a podcast with host Chris Moody over a decade ago to transitioning from marketing leader to sales director, Amber has continually embraced growth, reinvention, and empathy as cornerstones of her leadership. She's passionate about bridging the gap between marketing and sales teams, crafting meaningful stories, and advocating for the value of brand in today's attribution-obsessed world.Connect with Amber.

Episode SummaryIn this episode of OnBase, host Chris Moody sits down with Lydia Hutchison for a powerful conversation on what works in modern B2B prospecting. Lydia explains why typical AI-personalized messages fail to cut through and how relevance, rooted in deep customer understanding, wins every time.She unpacks her triple-touch framework, the value of tone and timing, and the human psychology that underpins effective outreach. Lydia also reveals her favorite high-converting tactic that combines manual research with real-time relevance. If you're struggling with connect rates, sequence performance, or objection handling, this episode offers a fresh, actionable perspective.Key TakeawaysRelevance Trumps Personalization: Generic personalization wastes the prospect's time. Relevance speaks directly to their daily pain and success metrics—and that's what drives replies.Triple-Touch Strategy Works: Lydia advocates a three-channel approach—phone, LinkedIn, email—for testing message resonance and adjusting in real-time based on feedback.Lead with Psychology, Not Scripts: Authentic, thoughtful outreach begins with understanding how people accomplish their tasks—and how you can help them do it more effectively.Objections Aren't Always Real: Recognize the difference between a true objection and simple disinterest. Learn to use tone, timing, and multichannel follow-up to stay human and helpful.AI is a Research Assistant, Not a Salesperson: When used well, AI can support better outreach by helping reps research personas and challenges, but it shouldn't write your messages for you.Quotes“Everybody is getting their job done without you. So your job is to show them how to do it better—not tell them they're doing it wrong.”Best Moments (0:56) Lydia Hutchison's Journey into Sales (2:59)Developing Expertise in Sales Execution and Prospecting  (8:00) Differentiating Relevance and Personalization in Prospecting(12:09) Key Factors to Make a Sales Message Stand Out (14:19) Example of Focusing on Relevance Over Personalization (16:27) Process for Ensuring Consistent and Compelling Messaging Across Sales Teams(18:34) Approaching Objection Handling (20:33) Actionable Advice for Struggling Prospecting Teams Shout-outsJason Bay – Lydia recommends Jason for practical advice on sales openers and messaging, especially for go-to-market teams. His content helps reps connect more effectively with prospects.Jen Allen-Knuth- Jen's focus on the psychology of sales resonates with Lydia. She recommends Jen's insightful LinkedIn posts on buyer behavior and objection handling.About the GuestLydia Hutchison is the Head of Business Development at DataHub. She is a data-obsessed sales leader, builder of outbound sales motions, from early-stage startups to global enterprises. Lydia is passionate about coaching for success and empowering sales development orgs to crush their revenue and career goals.Website: datahub.comConnect with Lydia.

Episode SummaryIn this provocative and insightful episode, OnBase host Chris Moody reunites with Lukas Egger to discuss one of the most talked-about frontiers in business innovation: agentic AI. Lukas explores how companies can move beyond demos and hype to implement AI in ways that reshape business models and unlock new value creation.Key TakeawaysPrioritizing Agentic AI: Leaders must prioritize agentic AI for business preparedness due to the significant investment and potential for new value creation.Understanding Misconceptions: It's crucial to recognize the "Jagged Frontier of AI," where AI's capabilities are counterintuitive, and avoid the "Lego brick fallacy," which assumes AI can be simply plugged into existing processes.Lowering Cost of Failure: To confidently adopt AI, businesses must systematically lower the cost of failure, iterate quickly, and democratize the process.Data-Driven Insights: Robust data and real answers are essential for understanding the ROI and impact of AI changes on business processes, systems, and people.Competitive Advantage: Instead of focusing solely on common AI use cases, businesses should identify their unique, unfair advantages and engage in rapid iterations and customer conversations to discover differentiating functionalities.Integrated Innovation: Marketing, sales, and business development should be involved early in the AI innovation process to ensure that new solutions align with market needs and monetization strategies.Beyond Peacocking: Avoid simply "peacocking" with AI by replicating what others are doing; instead, focus on deep integration and solving real business problems.Best Moments 02:00 – Lukas describes his nonlinear path from philosophy and startups to enterprise innovation at SAP.05:00 – The promise of agentic AI: opening up new domains for value creation and strategic repositioning.10:00 – Breaking down misconceptions: why traditional planning fails in the face of fast-moving AI.15:00 – Lowering the cost of failure and why “small wins” are key to long-term adoption.20:00 – Avoiding AI homogeneity: how to resist the urge to copy competitors and build a real moat.26:00 – Implementing AI at scale in large organizations: the hidden value of domain expertise and transparency.32:00 – The behaviors leaders must change to avoid missing the AI wave entirely.38:00 – Why marketers and sales teams must embed in AI development—early and often.Shout-outsHelen and Dave Edwards, Co-Founders of Artificiality Institute who discuss the emotional components of AI technology.Peter Temes, Founder and President, ILO Institute, for his deep understanding of basicAbout the GuestLukas N.P. Egger leads the Innovation Office & Strategic Projects team at SAP Signavio, where he focuses on de-risking new product ideas and establishing best-in-class product discovery practices. With a successful track record in team building and managing challenging projects, Lukas has expertise in data-driven technology, cloud-native development, and has created and implemented a new product discovery methodology. Excelling at bridging the gap between technical and business teams, he has worked in AI, operations, and product management in fast-growth environments. As a founder, he has experience building lean and iterating quickly to create saleable software with limited resources while fostering loyalty. Lukas has movie credits for his work in Computer Graphics research, published a book on philosophy, and is passionate about the intersection of technology and people, regularly speaking on how to improve organizations.Connect with Lukas.

Episode SummaryIn this episode of OnBase, host Chris Moody sits down with Jacek Materna as they explore how account-based marketing (ABM) has evolved from traditional sales tactics to precision-driven strategies fueled by AI. Jacek reflects on his career in ABM, starting in enterprise sales during the 2000s, and shares practical advice for implementing effective ABM programs. The episode tackles common missteps, such as over-reliance on tools, and outlines the importance of aligning sales and marketing teams. Jacek also dives into real-world use cases of AI in ABM, from hyper-personalization to advanced measurement tactics, and how businesses can stay competitive in today's fast-paced Martech landscape.Key TakeawaysABM is Old School Personalization with a New Name: ABM is an extension of the enterprise sales motion that has existed for decades but now incorporates modern tools and strategiesAlignment is Critical: Sales and marketing teams need to collaborate closely, with shared goals and metrics, to make account-based strategies successful.AI Supercharges Personalization: AI enables cost-effective hyper-personalization but also risks oversaturating the market. Companies need to find ways to stand out amidst increasing competition.Intent Data Isn't a Silver Bullet: Many companies fall victim to “intent hangovers”—placing too much faith in intent platforms as a standalone solution without building strategy or alignment first.Tools Are Not the Starting Point: Businesses should focus on strategy and human connection before investing in costly tools they might not fully utilize.Quotes"The best marketers are sellers at heart, and the best sellers are masterful storytellers."Best Moments (03:25) – Jacek's Career Beginnings : Reflecting on how enterprise sales in the early 2000s laid the foundation for his passion for ABM.(09:00) – Enterprise Sales Meets AI : Jacek highlights moments when human storytelling intersected with cutting-edge digital tools.(15:45) – Tips for Aligning Sales and Marketing : Practical advice on simplifying strategies and focusing on shared metrics like pipeline and bookings to unite teams.(26:48) – The "Intent Hangover" Phenomenon: Jacek's critical analysis of businesses that over-invest in intent data without a coherent strategy.(33:20) – What's Next for AI in ABM? : A candid discussion about how AI will expand capabilities for teams while creating new challenges in a saturated market.Tech RecommendationsChatGPTResource RecommendationsBooks:The 22 Immutable Laws of Marketing by David Drummond Obviously Awesome by April Dunford: How to Nail Product Positioning so Customers Get It, Buy It, Love ItTrump: The Art of the Deal by Donald J. TrumpMovie: Glengarry Glen RossPodcasts:All-In PodcastInvest like the BestAbout the GuestJacek Materna is a 3x founder and seasoned technology executive who specializes in scaling growth-stage companies. With a track record of successful exits and deep experience in B2B SaaS, security, fintech, and edtech, Jacek brings a practical, no-fluff perspective on what it takes to drive real business outcomes.He's led global teams, launched products that generate tens of millions in ARR, and helped companies—from first-time founder startups to PE-backed platforms—unlock margin expansion, go-to-market velocity, and lasting cultural alignment. His leadership experience spans roles as CEO, COO, and CTO, with responsibilities across product strategy, corporate development, P&L oversight, and M&A.Jacek currently serves as CEO of Full Circle Insights and is passionate about helping organizations turn complexity into clarity. Whether he's advising boards, restructuring teams, or speaking on stage, his mission is always the same: drive value, move fast, and scale smart.Website: https://www.fullcircleinsights.com/Connect with Jacek.

Episode SummaryIn this special in-person episode of OnBase, host Chris Moody joins Davis Potter live from Austin, Texas, for a candid deep-dive into the evolution of account-based marketing. Davis draws on his experience across enterprise giants and nimble startups to unpack the real differences between demand gen and ABM—and why most companies are stuck in the middle.Together, they dissect the pitfalls of outdated ABM models, the importance of unifying go-to-market teams, and the need for signal-based measurement over legacy lead scoring. Davis explains the “account-based arrow,” ForgeX's new data model, and shares practical tips for aligning product marketing with ABM functions for retention and growth. Whether you're a team of one or leading a global strategy, this episode is packed with insights you can act on immediately.Key TakeawaysABM vs. Demand Gen: True ABM is more than just targeted demand generation; it requires a unified approach across sales and marketing.  Strategic ABM Implementation: Organizations should tailor their ABM strategy to their specific needs, considering factors like deal size and resources.  Measurement and Reporting: Effective ABM measurement involves tracking various metrics, including account engagement and pipeline progression, and requires a unified data model.  Cross-Functional Alignment: Alignment between ABM teams and other functions, such as product marketing, is crucial for success.  Evolving ABM: ABM is not static; it requires continuous evolution and adaptation to changing market dynamics and organizational needs.  Quotes“If you're just building lists off third-party intent and running ads, you're not doing ABM—you're just doing better DemandGen.”“Product marketing is not optional in an ABM strategy—it's foundational. They understand the customer better than anyone.”Best Moments 00:09-00:20 – Davis Potter's background and journey to 4Gex.  04:45-05:00 – The importance of aligning go-to-market strategy with business goals.  06:29-07:00 – Transitioning from demand generation to account-based marketing.  10:50-12:00 – The double funnel approach to measuring ABM success.  25:30-26:00 – The challenges of ABM benchmarks and data interpretation.  33:00-34:00 – The critical role of product marketing in ABM. Recommended resources:Newsletter:⁠ABM Tactics LinkedIn newsletter⁠ – Tactical, real-world GTM advice from the trenchesCertifications:⁠New ABM Certification Program⁠ by Demandbase in Partnership with ForgeXB2B Leaders to follow⁠Akriti Gupta⁠, Director of Marketing at LinkedIn  ⁠Désirée Daniels⁠, Retail Industry & ABM Marketing at LinkedInAbout the GuestDavis Potter is the Co-Founder of ForgeX, a firm dedicated to modernizing account-based go-to-market strategies through research-backed insights and scalable methodologies. With experience launching ABM programs at organizations like Google Cloud and Scale AI, Davis brings a rare blend of enterprise sophistication and startup agility. His unique journey—spanning billion-dollar enterprises and high-growth tech companies—has equipped him with a comprehensive view of ABM's past, present, and future.Davis is passionate about aligning sales, marketing, and product teams around unified goals and measurement systems. He frequently speaks on evolving ABM frameworks, first-party data strategies, and the shift from vanity metrics to actionable signals. Davis also co-leads the ForgeX and Demandbase certification program, shaping the next generation of account-based marketers.⁠Connect with Davis⁠.

Episode summary:In this episode of OnBase, host Chris Moody sits down with Trent Talbert to dissect the 2025 B2B marketing landscape—from evolving ABM strategies to the real reason high-growth companies are struggling despite bigger budgets. Trent shares insights from the newly released AMP25 survey and offers sharp, data-backed guidance on where modern marketers should double down and what they should ditch.You'll hear why personalization is still broken in most orgs, how bold messaging can break through the noise, and why “do more with less” is a dangerous myth. Packed with practical wisdom and a few mic-drop moments, this episode is a must-listen for any B2B marketer looking to elevate their strategy this year.Key TakeawaysOptimism in Goals: A significant majority (80%) of B2B tech marketers are optimistic about achieving their goals this year.  Growth Challenges: Faster-growing companies often face more challenges, requiring a broader approach to marketing.  ABM and Personalization: Organizational silos can hinder effective ABM and personalization. Emerging brands have an advantage in implementing these strategies due to their lack of legacy systems.  Standing Out: Brands can capture attention through bold, creative, and emotionally resonant messaging that balances rational appeals.  Customer Focus: There's a growing emphasis on customer loyalty, lifetime value, and downstream engagement, including onboarding and renewals.  Budget Trends: Most budgets are flat or increasing, but companies are urged to choose either a cost-reduction or growth strategy.  Tactic Stability: The top six marketing tactics have remained consistent, highlighting the importance of executing fundamentals well and creating a coherent customer experience across channels.  Best Moments (00:35) - Trent Talbert's career journey in B2B tech.  (02:39) - The relationship between growth and marketing challenges.  (03:54) - Obstacles to fully leveraging ABM and personalization.  (06:51) - Strategies for brands to stand out.  (10:05) - Budget trends and strategic recommendations.  (14:05) - The importance of strategic focus.  (16:54) - Recommended tools in the intent and personalization space.  (18:05) - Trent's favorite reads and the importance of brand building.Tech RecommendationsDemandbase – ABM + intent toolsMutiny – Website personalizationBooks:The Four Conversations by Blair EnnsPodcasts:Two Bobs Podcast with Blair Enns & David C. BakerReports:April Six Marketing Pulse 2025Blair Enns, Founder, Win Without PitchingApril Dunford, Founder, Ambient Strategy, and positioning expert for tech companiesBob Wright, Founder, FirebrickAnna Powell, RevOps influencer in the B2B spaceAbout the guest:Trent Talbert is a seasoned professional with a strong background in strategy and account management. At April Six, Trent currently holds the position of Head of Strategy for North America. Prior to this role, Trent worked at Doremus as an Account Supervisor, gaining experience in various account executive roles. Trent has also worked in advertising and PR, further showcasing their diverse skill set. With a BS in Business-Marketing from the University of Missouri Trulaske College of Business, Trent is well-equipped to handle the challenges of their dynamic roles in the industry.Connect with Trent.

Episode SummaryIn this episode of OnBase, host Chris Moody welcomes Brandon Ratliff for a compelling conversation about the evolution of Martech, the promise (and limitations) of AI, and the art of staying future-ready in an ever-accelerating landscape.Brandon shares his unconventional path from coding hobbyist to martech leader, while offering tactical advice for building scalable stacks, enabling data-informed personalization, and fostering innovation within teams. He unpacks what it means to shift from “T-shaped” to “I-shaped” marketers, the human side of AI-driven growth, and how organizations can maintain curiosity to avoid losing their competitive edge.Whether you're leading an enterprise marketing team or scaling a scrappy startup strategy, Brandon's insight into modern Martech is both practical and visionary.Key TakeawaysThe Evolving Marketer: The shift from T-marketer to I-marketer highlights the importance of data literacy in addition to channel-specific expertise.  Data-Driven Marketing: Clean and well-utilized data is crucial for the success of MarTech initiatives.  Future of MarTech: AI and predictive analytics are key to enhancing efficiency, personalization, and ROI in marketing.  Essential MarTech Stack: A core MarTech stack includes a CDP, marketing automation platform, ABM tool, and CRM.  AI's Role in Marketing: AI enhances marketing through production, planning, creative management, and scaled personalization.  Importance of Human Connection: Human relationships remain fundamental in marketing and business despite technological advancements.  Future-Proofing Skills: Marketers must prioritize continuous learning, including prompt engineering and AI tools, to stay ahead.  Fostering Innovation: Leaders should encourage experimentation and calculated risk-taking to drive marketing innovation.  Qualities of a Modern Marketer: Key competencies include fearlessness, curiosity, creativity, and data-centricity.  Signs of Losing Competitive Edge: Stagnation, lack of investment in new tools, and failure to train employees are warning signs.  Change Management: Overcoming resistance to change and fostering belief in new initiatives is a significant challenge in marketing. Quotes“You don't have to know everything. But you do have to know your data.Best Moments 00:48 - 02:18 Brandon shares his journey into MarTech.  02:48 - 03:32 The importance of data in marketing.  05:36 - 06:20 Pragmatic approach to data.  06:54 - 08:14 Core components of a MarTech stack.  08:14 - 09:41 The role of AI in enhancing marketing.  10:33 - 12:29 The balance between technology and human connection.  13:13 - 16:38 Strategies for future-proofing marketing skills.  21:26 - 23:18 Signs a company is losing its competitive edge.  23:35 - 25:22 The biggest challenge in marketing today: change management.  About the GuestBrandon is a seasoned leader in marketing technology and operations at Qualcomm. With a passion for innovation and a knack for navigating the digital realm, Brandon has been instrumental in advancing Qualcomm's Martech strategies. He has successfully implemented transformative technologies, including advanced marketing automation and analytics tools, to drive data-driven success. Known for his thought leadership and commitment to staying ahead of industry trends, Brandon's work exemplifies the powerful synergy between marketing and technology. Join us as he shares his insights and experiences in unlocking the potential of the Martech stack.Connect with Brandon.

Episode SummaryIn this episode of OnBase, host Chris Moody and Parth Mukherjee delve into the critical role of customer voices in shaping go-to-market strategies. Parth shares his journey through the tech industry, highlighting his experiences in product marketing and go-to-market strategy across different company stages. He emphasizes the importance of product marketing teams in bringing the customer's perspective into the organization and outlines the five key components of a go-to-market strategy: who, what, why, where, and how. Parth also discusses methods for collecting and analyzing customer data, balancing quantitative and qualitative feedback, and addressing stakeholder resistance. Additionally, he explores emerging marketing trends, the use of AI in marketing, and the challenges of B2B marketing, such as attribution.Key Takeaways:Voice of the Customer is Key: Customer insights are crucial for shaping effective go-to-market strategies.  Five Components of Go-to-Market Strategy: The five key questions to answer are who is the target audience, what are the offerings, why should buyers care, where should we sell, and how do we hit our targets.  Data Collection and Analysis: Utilize a combination of call recording technologies, surveys, customer interviews, and focus groups to gather customer feedback.  Balancing Quant and Qual: Combine quantitative data with qualitative insights to build compelling narratives and make informed decisions.  Addressing Stakeholder Resistance: Use proof and data to overcome internal misconceptions and align stakeholders.  Importance of Timing: Gather customer feedback throughout the product life cycle, starting from the product vision stage.  Emerging Marketing Trends: The importance of buyer self-education, hyper-personalized marketing, prompt engine optimization (PEO), and the convergence of ABM with intent data.Quotes“Product marketing should be the voice of the company in the market—and more importantly, the voice of the market inside the company.”Best Moments 00:07: Parth shares his journey into tech and marketing.  03:30: The importance of customer voices in shaping go-to-market strategy.  04:45: The five components of an effective go-to-market strategy.  07:30: Methods for data collection and analysis.  13:00: How to deal with stakeholder resistance using proof and data.  16:15: The importance of gathering customer feedback throughout the product life cycle.  19:00: Emerging marketing trends for the next five years.  22:30: Use cases of AI in marketing.24:30: The biggest challenge in B2B marketing: attribution. Tech Recommendations⁠Chorus⁠ – Call intelligence for market and product insights.⁠MindTickle⁠ – Deal rooms and enablement for modern B2B sales.⁠Klue⁠ – Competitive intelligence and win-loss analytics.Books:⁠Crossing the Chasm⁠ by Geoffrey Moore⁠Building a StoryBrand⁠ by Donald MillerBlogs & Newsletters:⁠HubSpot Blog⁠⁠Gartner for Go-To-Market Insights⁠⁠Marketing Brew⁠Podcasts:⁠Marketing Over Coffee⁠⁠Product Marketing Life by PMA⁠Shout-outs:⁠Kevin Akeroyd⁠, CEO at Sovos⁠Ann Handley⁠, Chief Content Officer at MarketingProfs⁠Andy Raskin⁠, Strategic Narrative CoachAbout the Guest:Parth Mukherjee is the VP of Product Marketing, Corporate Marketing, and Go-To-Market Strategy at Sovos, a leading tax compliance platform. With over 20 years of experience in tech marketing—including pivotal roles at Adobe, Cognizant, and five high-growth VC-backed startups (four of which successfully exited)—Parth brings deep expertise in scaling companies through every phase of growth.Before joining Sovos, Parth led marketing at Chorus and MindTickle, and continues to apply a data-driven yet deeply human approach to building strategic narratives that resonate with customers and internal stakeholders alike.⁠Connect with Parth⁠.

Episode SummaryIn this episode of OnBase, host Chris Moody is joined by Alison Mendoza to dive into the power of the Jobs-to-be-Done (JTBD) framework and its transformative impact on innovation, marketing, and product strategy. Alison shares her non-linear journey into R&D, how her background in linguistics shapes her collaboration with engineers, and how JTBD allows companies to avoid blind spots and uncover real customer needs.Listeners will gain insights into how Honeywell uses behavioral science and JTBD to drive meaningful product adoption, why traditional voice-of-customer methods often fall short, and how AI is unlocking strategic work by automating repetitive tasks. From uncovering misaligned innovation strategies to empowering teams through better language and observation, this episode is a masterclass in modern customer-centric thinking.Key takeaways:Jobs-to-be-Done (JTBD) vs. Hypotheticals: JTBD eliminates guesswork by focusing on observable behaviors, not hypothetical customer desires.Behavioral Science + JTBD = Impact: The fusion of decision-making psychology with JTBD drives better adoption and product-market fit.Innovation Pitfalls: Over-reliance on competitor analysis or legacy processes can limit true innovation.Speak Their Language: Product teams must translate customer outcomes into language engineers can act on.AI for Strategic Work: Honeywell's $120M in AI-driven savings shows how tech can free time for impactful, strategic work.Quotes:“We don't really have to worry about product-market fit if we've built a product on the Jobs-to-be-Done framework.”“If you use AI for simple tasks, it will give you simple output. Use it for complex challenges—like segmentation or positioning—and you'll see exponential value.”Best Moments Tech recommendations:⁠⁠Notebook LM (Google)⁠⁠: A powerful AI research assistant ideal for strategic marketing and A/B testing.Resource recommendations:⁠⁠Thinking, Fast and Slow⁠⁠ by Daniel KahnemanBooks by ⁠⁠Jonah Berger⁠⁠ – Practical marketing playbooks from the Wharton professor⁠⁠321 Newsletter by James Clear⁠⁠ – Weekly insights on habits, strategy, and self-improvementLeaders to follow:⁠⁠Chandler Stillman⁠⁠– Director, Marketing & Customer Experience at ADDMAN⁠⁠Liz Schmittou⁠⁠– Brand & Marketing Content Leader at ADDMAN⁠⁠Emily Carr⁠⁠– Consulting Account Lead at Google⁠⁠00:30⁠⁠Alison's global career journey from flight attendant to R&D innovatorBest moments:⁠⁠03:00⁠⁠JTBD explained and why most voice-of-customer methods fall short⁠⁠08:30⁠⁠How to bridge engineering and customer outcomes with the right language⁠⁠14:00⁠⁠The synergy between behavioral science and JTBD in shaping innovation⁠⁠16:40⁠⁠Honeywell's AI success: $120M saved through automation and productivity tools⁠⁠20:20⁠⁠The evolving challenges of B2B marketing and the role of dynamic contentAbout the guest:Alison is the Global Sr. Director of Innovation at Honeywell International, leading innovation and growth across the Honeywell portfolio of businesses. With over 15 years of global experience, she integrates customer-centric expertise in aerospace and advanced technology sectors. Alison is also a member of the Strategic Communications Committee at AUVSI and actively recruits for the Honeywell Political Action Committee. She shares insights on innovation, communication, persuasion, and leadership in her LinkedIn blogs.⁠⁠Connect with Alison⁠⁠.

In this episode of OnBase, host Chris Moody welcomes Nicole Warshauer for an enlightening conversation on health benefits, empathy-driven branding, and building consumer trust through education. Nicole walks us through her non-linear career journey and how her passion for community and storytelling has shaped her role at HealthEquity. She shares practical strategies for educating diverse healthcare consumers, discusses the emotional complexities of health benefits, and explores the skills marketers need to build brands around “unsexy” topics.Nicole also explores HealthEquity's innovative tools, such as Engage360 and HSAnswers, which use AI and multi-channel strategies to deliver personalized, accessible benefits education. Whether you're navigating the healthcare landscape or trying to humanize your B2B brand, this episode is full of actionable insights and authentic inspiration.Key TakeawaysEmpathy is Foundational: To demystify healthcare benefits, brands must lead with empathy—understanding emotional roadblocks like fear and confusion that often prevent consumers from making informed decisions.One Size Doesn't Fit All: Benefits education must be personalized. Demographics, health history, family structure, and financial literacy all play a role in how people access and use healthcare.Data-Driven Education Works: Programs like Engage360 have led to a 46% increase in HSA contributions and a 60% increase in investing, showing the power of well-targeted benefit education.Building Brands for “Unsexy” Industries: The best marketers can make even mundane products relatable. Skills like curiosity, critical thinking, empathy, and strong writing are essential for success.Tech with a Human Touch: AI tools can scale education efforts, but without human oversight and strategic intent, they won't succeed.Quotes“Marketing for the unglamorous takes empathy and grit. That's where the best brand builders thrive.”Tech recommendationsChatGPTJasperCopilotBook recommendationsStorytelling with Data by Cole Nussbaumer Knaflic – A go-to for making data digestible and visually compelling.Shout-outsJade Tambini, Founder and Marketing Course Leader, B2B Jade.Hannah Shamji, Customer researcher for B2B SaaS.Erica Schneider, Founder, Cut The Fluff.About the GuestNicole Warshauer is the VP of Brand Marketing at HealthEquity, where she builds, leads, and engages community-first marketing teams that drive brand growth and resilience. With more than 15 years of experience in marketing and communications across healthcare, tech, design, nonprofit, education, and real estate, Nicole has cultivated a unique ability to deliver integrated, purpose-driven strategies that resonate.She is passionate about creating and nurturing communities of brand evangelists—both internally and externally. Her past work includes collaborations with renowned organizations like Yelp, Dribbble, and Trusted Health. Nicole also offers consulting services to help managers lead high-performing remote teams and optimize their marketing strategy.Connect with Nicole.

In this episode of OnBase, host Chris Moody sits down with Craig Chiofalo to explore what it truly takes to build and lead a world-class support engineering organization. Craig pulls back the curtain on the operational strategies and tech stack powering Demandbase's award-winning team—including how tools like Salesforce Einstein and SupportLogic are transforming their approach to proactive support. He also shares lessons on hiring for excellence, scaling impact without ballooning headcount, and why deep, daily collaboration across product, engineering, and customer success is the cornerstone of lasting success.Key takeawaysRight Team, Right Tech: Hiring the right talent, enabling them with strong onboarding and internal tools, and layering in AI-driven technologies can drive exponential impact without scaling the team linearly.Cross-Functional Collaboration Is Everything: Craig attributes much of the team's success to deep integration with product, engineering, and customer success—teams that work together daily to elevate the customer experience.Award-Winning Process Maturity: From rewritten job descriptions to internal training certifications and advanced sentiment monitoring, Craig's team has refined its approach year after year to earn industry recognition.Operationalized AI: AI tools like SupportLogic and Salesforce Einstein are leveraged not just for efficiency, but for better sentiment analysis, proactive support, and smarter data insights.Measure What Matters: In addition to SLAs, Craig's team emphasizes customer satisfaction and effort scores—tracking detailed metrics while staying focused on proactive issue resolution.QuotesOn Team Excellence“This team is phenomenal—not just individually, but in how they collaborate. That synergy is the catalyst behind everything we've achieved.”On Leveraging AI Thoughtfully“AI should be seen as an assistant. It's like a dishwasher—you still load it and unload it, but it saves time and effort on repetitive tasks.”(04:00): How Craig rewrote job descriptions and created testing processes to hire and retain top-tier talent.(09:00): A deep dive into Salesforce Service Cloud, SupportLogic, and the internal troubleshooting app that dramatically reduces time to resolution.(14:00): How the team uses data and proactive alerts to prevent fires before they happen.(18:00): Craig's thoughtful breakdown of AI as a productivity enhancer, not a replacement.Tech RecommendationsSalesforce Service Cloud + Einstein: A central support platform now enhanced with AI capabilities for smarter case handling.SupportLogic: Real-time sentiment analysis and escalation prediction across customer interactions.Resource RecommendationsNewsletter:MIT Technology Review – AI-focused and practicalHarvard Business Review – Daily updates on leadership and strategyMcKinsey – Insightful newsletters with AI-related contentShout-outsUmberto Milletti, Chief R&D Officer at DemandbaseAngelle Stromeyer, RVP Customer Success at DemandbaseErika Setla, Sr. Director, CX Strategy & Ops at DemandbaseAbout the GuestCraig Chiofalo is a customer-focused leader with over 20 years of experience directing customer support, service, and success teams across SMB to enterprise clients. Currently Vice President of Support Engineering at Demandbase, Craig leads a Stevie Award–winning team recognized for delivering outstanding customer service. He brings a proven track record of building high-performing, collaborative teams that exceed goals, with a leadership style rooted in fairness, energy, and a deep passion for technology.Craig has held key roles at IBM, Silverpop, CallRail, Calendly, and Salsify, often joining during critical growth phases to scale operations, implement smart automation, and drive cross-functional alignment. His expertise spans platforms like Salesforce, Zendesk, Jira, Confluence, and SQL—always with a hands-on, data-informed approach to delivering exceptional customer outcomes.

Episode SummaryIn this episode of OnBase, host Chris Moody chats with Maximus Greenwald about reimagining traditional outbound strategies through a concept he calls "warmbound"—the fusion of outbound execution with inbound energy. Maximus walks us through the broken state of traditional lead scoring, the inefficiencies of outdated TAM/SAM/SOM frameworks, and why marketers should own the pipeline.He breaks down how intent signals, AI, and horizontal marketing teams will reshape the future of GTM. Maximus also shares how he tests big bets as a founder, what marketers can learn from enterprise sellers, and how personalization must evolve in the age of generative AI.Key TakeawaysWarmbound, Not Outbound: The strict division between inbound (marketing) and outbound (sales) is outdated. The future is unified, pipeline-first, go-to-market strategies driven by intent.Classic Lead Scoring Is Broken: Rigid filters based on outdated firmographics miss major ICP opportunities. AI can dynamically model what actually drives revenue.Signal Stacking Is the New ICP: Combine CRM, intent data, buyer behavior, and historical signals to build a more accurate, real-time picture of purchase readiness.Marketers Should Own Pipeline: With the right data and tools, marketing can—and should—run outbound motions and be comped like sellers.Horizontal Over Vertical Marketing: Organize teams around the buyer journey stages (cold, warm, hot) instead of just marketing channels.Quotes“Inbound versus outbound is a false dichotomy. Your outbound should drive inbound, and your inbound should fuel outbound. It's all one team now.”“You don't stay in someone's TAM forever. SOM is dynamic. A lead heats up, cools down, and reenters. We need systems that move with that fluidity.”Best Moments03:00–05:00 – From Google Maps to SaaS: Maximus shares how he transitioned into sales and marketing.06:30–09:00 – What's broken in lead scoring—and how AI can fix it.13:00–16:00 – Rethinking TAM, SAM, and SOM as dynamic, not static.20:00–24:00 – The rise of the horizontally structured marketing org.28:00–31:00 – Why marketers should carry a quota—and get paid like enterprise reps.Tech RecommendationsAutobound – An AI-powered sales copywriting tool that personalizes based on deal-winning language.Default – An Inbound lead routing and scheduling engine.Resource RecommendationsPodcast:30 Minutes to President's Club.Report:The 2025 State of Marketing Report by HubSpot.Shout-outsKieran Flanagan – SVP of Marketing at HubSpot.Dave Gerhardt – Founder of Exit Five, formerly Drift.Hunter Walk – Partner and Co-Founder at Homebrew.Finn Murphy – General Partner at Nebular VC.About the GuestMaximus Greenwald is the Co-founder and CEO of Warmly, an AI-powered outbound platform that transforms how companies think about lead generation, pipeline development, and the convergence of sales and marketing. Before founding Warmly, Maximus began his career in engineering and product development at Google Maps, and eventually made the leap from big tech to B2B SaaS entrepreneurship. Today, he helps hundreds of companies unify inbound and outbound strategies under one mission: driving warm leads through smarter, signal-based marketing.Connect with Maximus.

BYU Director of Golf Todd Miller joins the live show on ESPN 700 to break down the Cougs big win in AZ. Riverside's Chris Moody on being named Utah PGA Professional of the Year. TA Barker on becoming president of the Golf Course Superintendents Association of America. Copper Rock GM Tory Gatrell reports the Copper Rock Am, and Shane Jewett checks in from Unita Golf. Pod sponsored by Goldenwest Credit Union.