OnBase: Smashing Sales and Marketing Misalignments

In this episode, Michael Misiewicz talks about building a data science team, while breaking down what data science is, what his framework for it is, and giving insight into the many lessons he’s learned from his journey in building these teams. He offers advice to people who are looking to a build data science team and people who are looking to improve their existing team. Michael also shares his candid thoughts on organizational structure in data science teams. Contact Michael Misiewicz | Follow us on LinkedIn

In this episode, Shade Vaughn talks about what Capgemini is doing to be able to deliver the right marketing at the right time, as well as what has recently shifted in terms of the marketing funnel and how he’s built a thriving talent pipeline in marketing. Shade speaks on how covid-19 has impacted his company and his marketing efforts and offers powerful insight into what you can do to foster an innovative, multi-talented, and experimental marketing team. Contact Shade Vaughn | Follow us on LinkedIn

In this episode, Sean Lane talks about the past, present, and future of the Revenue Era. He details the three eras we have had in the marketing industry, how they’ve differed from each other, and how our current era, the Revenue Era, is going to continue to evolve. Sean notes what impacts the Revenue Era is making on companies and customers, as well as what internal functions are going to help us adapt to the coming evolution. He shares the makeup of his team, as well as his thoughts on the significance of the reporting structure and how the martech stack is starting to change in this new era. Contact Sean Lane | Follow us on LinkedIn

In this episode, Pat Oldenburg defines Total Addressable Market (TAM) and shares ServiceMax’s formula for calculating it. He describes how the pandemic has shifted the company and the process of discovering accounts, as well as how he’s thinking about sales and marketing alignment post-covid. Pat then offers great advice for someone looking to build their TAM. Contact Pat Oldenburg | Follow us on LinkedIn

In this episode, Brendan Dell defines a narrative strategy for us and describes his framework for building a successful narrative strategy. He gives valuable insight into how to implement it into your company, how you should think about differentiating yourself, and he even outlines an effective way to put your narrative on your website. Contact Brendan Dell | Follow us on LinkedIn

In this episode, Linden Hillenbrand talks about customer success and leading teams, emphasizing the importance of communication and prioritizing your customers and employees. He speaks on how he scaled Cloudera, how customer success and customer support fit together, and the impact of the pandemic on his company. Linden also offers powerful advice for business leaders during this challenging time. Contact Linden Hillenbrand | Follow us on LinkedIn

In this episode, Genefa Murphy talks about the evolution of marketing metrics and the FIRE framework. She details the significance of the four components of the FIRE framework while sharing how to best put them into action. Contact Genefa Murphy | Follow us on LinkedIn

In this episode, Kelly Hopping talks about product-led growth strategies, emphasizing the power of and value in customer reviews. She speaks on why they’re so critical for business growth, especially in 2020, how they’re changing the future of marketing, and how you can start collecting product reviews for your business. Kelly offers insight into Gartner’s brands, how they approach targeting vendors for Gartner’s platforms, and the concept of competitive sabotage. Contact Kelly Hopping | Follow us on LinkedIn

In this episode, Shelly Kulesza talks about the concept of failing fast and walks us through the mental model of it, detailing how we can think about it in a positive light to spur growth in ourselves and our organization. She also shares her executive perspective on finding the motivation to fail fast and how you can find that motivation too. Contact Shelly Kulesza | Follow us on LinkedIn

In this episode, Susan Norgaard talks about the perils of marketing attribution, detailing how Avalara implemented a multi-touch attribution model and noting what she would have done differently. Susan has learned a lot throughout that project, so she’s here to give her valuable input on the proper way to approach a multi-touch model, why it benefits marketers, and the first steps you should take when creating this type of model in your business. Contact Susan Norgaard | Follow us on LinkedIn