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OnBase: Smashing Sales and Marketing MisalignmentsAuthor: Demandbase
Sunny Side Up is now 'OnBase', the no-fluff, all-impact B2B podcast bridging the divide between sales and marketing. Hear from the sharpest minds in B2B as they share revenue-boosting tactics and lessons straight from the frontlines and help you solve your toughest challenges. Language: en-us Contact email: Get it Feed URL: Get it iTunes ID: Get it Trailer: |
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Ep. 574 | Customer-led growth, AI, and high-impact plays every B2B team should use
Friday, 21 November, 2025
In this episode of OnBase, host Chris Moody sits down with Corrina Owens to explore the evolution of account-based marketing, the misconceptions that still persist, and why most companies miss their biggest growth opportunity: their existing customers.Corrina details her non-traditional path into marketing, the value of being a generalist, and how ABM shifted from a set of disconnected tactics to a true go-to-market operating model. She breaks down the critical role of ICP development, the importance of analyzing first-party data, and why sales alignment is still the strongest predictor of ABM success.The conversation also dives into customer expansion strategies, the rise of AI as a democratizer of data, and the ABM plays every B2B organization should be running. Corrina shares practical examples, thoughtful commentary on relationship-building skills in the age of automation, and the mindset sellers and marketers need to stand out in modern B2B.Key TakeawaysABM is a go-to-market strategy, not a set of tacticsMost teams still define ABM as direct mail or targeted ads, but sustainable ABM success requires cross-functional alignment, sales process maturity, and clarity on the ICP.Your first-party data holds the real ICP insightsInstead of wish-list accounts or executive bias, the strongest ICP definitions come from analyzing a full fiscal year of closed-won and closed-lost data to uncover patterns.Customer expansion is the biggest missed opportunityOn average, companies land only about 30% of a customer’s total ARR potential on initial purchase. Yet most marketing and ABM efforts stop immediately post-sale. Customer ABM should be a core motion.AI is democratizing data accessWhat once required multiple tools and data science resources can now be achieved with ChatGPT and well-structured prompts. AI helps teams iterate faster, brainstorm creatively, and pressure-test messaging.Human connection is the new differentiatorSellers struggle with relationship-building across channels, especially in a digital-first world. The ability to communicate authentically, not from templates, is becoming a critical skill.Give-first ABM plays drive the deepest brand impactPodcast invitations, industry award nominations, and sponsoring internal team events create memorable, non-transactional experiences that earn trust.Quotes“The best ABM plays are pure give tactics. You’re not asking for anything back.”Tech recommendationsLovableChatGPTGeminiResource recommendationsThe Power of Onlyness by Nilofer Merchant – a powerful exploration of embracing your unique perspective and bringing your fullest self to your work.12 ABM plays by Corrina OwensShout-outsChristina Le, Head of Marketing at Plot.About the GuestCorrina Owens is the go-to GTM mind behind some of the most effective ABM plays in B2B SaaS. She’s led award-winning programs at Gong and now works fractionally, advising and implementing pipeline-driving strategies at companies like Orum, TripleLift, Navattic, and UserGems.Connect with Corrina.
