Sushi, sake and scaling revenue

Real talk. Curated sake. Great cuisine. Let’s skip the boring presentations and focus on what matters. This is for CMOs, RevOps, and MOPs leaders ready to start real conversations. Here’s what’s on the menu (besides Nobu’s black cod miso):

• Big ideas, bigger connections. Swap strategies with leaders from high-growth orgs.
• Fresh insights, no slides. Tackle real challenges and learn what’s working now.
• Your kind of people. Meet and network with the brightest minds in RevOps and MOPs.
• Serious food, casual vibes. It’s a night for fun, not formality.

Event Details

Location: Nobu Palo Alto
Date: Thursday, Feb 20, 2025
Time: 5:00 PM – 7:00 PM PT

Seats are limited. RSVP Now to secure your spot.

What to expect at Nobu Palo Alto (special sake tasting included)

Call it a much-needed reset with people who speak your language. Nobu Palo Alto is the perfect place to connect and collaborate.

• Premium sake tasting with standout selections from Hokusetsu Sake.
• Menu blending Japanese and Peruvian flavors, including Nobu classics like rock shrimp tempura and yellowtail jalapeño. Don’t sleep on the hot croissant pudding.
• Modern, stylish setting—with a patio—where you can relax and talk shop.

See you at Nobu Palo Alto! 

The post The Mo’ Money Mo’ Ops Tour Kickoff at Nobu Palo Alto appeared first on Demandbase.

Transitioning from small-scale pilot programs to enterprise-wide ABM campaigns can feel overwhelming—but it doesn’t have to be. Join us for an exclusive webinar where we’ll break down the process and provide actionable insights to help you:

• Expand ABM across your organization with proven frameworks and strategies.
• Align marketing and sales teams for maximum impact.
• Leverage data and technology to identify high-value accounts and drive engagement.
• Measure success at scale with metrics that matter to your business.

Event Details

Date: Thursday 23rd January

Time: 2:00 PM GMT

What You’ll Learn

This session is designed for B2B marketers and sales leaders looking to maximise ROI and achieve measurable growth with ABM. You’ll gain:

• Practical guidance on scaling ABM beyond the pilot stage.
• Real-world examples from organisations successfully implementing enterprise-wide ABM.
• Expert tips on overcoming common scaling challenges, from resource allocation to technology adoption.

Don’t miss this opportunity to take your ABM strategy from good to great. Whether you’re just starting with ABM or looking to expand, this webinar is your roadmap to success.

The post Unlock the Power of ABM at Scale Webinar appeared first on Demandbase.

Scott Clark, Vice President of America Sales at CTG, is a 30-year industry veteran helping clients achieve digital transformation. Mr. Clark earned a bachelor’s degree in Marketing from Butler University, a master’s degree in Management from Harvard University, and is a National Association of Corporate Directors member.

Prior to Computer Task Group, Inc. (Nasdaq: CTG), he was the VP of Sales at Ensono, a technology adviser and managed service provider. Before Ensono, he was the Vice President of Sales for the Managed Services Division at NTT Limited (NTT). Before NTT, he served as the Chief Marketing Officer at ConvergeOne.

Connect with Scott

Key takeaways

• Shift to Buyer-Centric Sales: Organizations must adapt to buyers’ preferences for self-research and personalized experiences, focusing on being consultative rather than seller-driven.
• Data-Driven Strategies: Leveraging data for better forecasting, decision-making, and personalization is essential for reducing sales cycles and improving customer engagement.
• Sales and Marketing Alignment: Collaboration between sales and marketing is critical to achieving consistent messaging, targeting, and driving efficiency in the customer journey.
• Adopting Technology: Tools like CRMs, marketing automation platforms, and AI-driven insights are foundational for enhancing sales processes and creating competitive differentiation.
• Change Management: Successfully navigating sales transformation requires leadership skills to manage mindset shifts, processes, and emotions associated with organizational change.
• Focus on Growth Metrics: Understanding and optimizing conversion rates, customer lifetime value, and demand generation efficiency are vital for sustainable growth.
• Importance of Data Literacy: Sales teams must be adept at interpreting and applying data insights to make informed decisions and strengthen customer relationships.

Quotes

On Buyer-Centric Models:

“Buyers expect to be taught, to learn something, and to gain knowledge in their decision-making process—not to be told what to do.”

On Personalization:

“Personalize it to me, align it with my organization and my role. Buyers today demand relevance at every step.”

Highlights from this episode

Why do you think sales has to shift to a buyer-centric, data-driven model?

Scott highlighted the changing behavior of B2B buyers, who now complete nearly 50% of their purchasing journey before engaging sales. Buyers expect tailored, relevant information that aligns with their organizational roles and challenges, rather than the traditional, seller-centric approach. He emphasized that a buyer-centric model is essential to build trust, reduce sales cycles, and enhance personalization. Scott also noted that organizations adopting this model gain a competitive edge by aligning with buyers’ expectations for efficiency and learning.

How can a traditional sales organization adopt a buyer-centric, data-driven model?

Scott outlined a systematic approach to transformation, beginning with assessing the current portfolio. Organizations need to identify which products are genuinely resonating with customers versus aspirational offerings. Aligning ideal customer profiles (ICPs) and unique selling propositions (USPs) with the portfolio is critical. Scott also stressed the importance of tailoring communications, utilizing account-based marketing (ABM), and integrating messaging with sales and marketing teams to provide consistent, personalized customer experiences.

What skills and tools are required to drive this transformation?

Scott emphasized the need for both leadership and technical skills. Leaders must excel in change management, effectively navigating mindsets and emotions during the shift from seller-centric to buyer-centric models. Sales teams should focus on consultative selling, using curiosity and questioning techniques to understand customer needs. Data literacy is increasingly important to interpret insights and apply them to strategy.

On the tools front, Scott highlighted CRM systems (like Salesforce), marketing automation platforms (e.g., HubSpot), and AI-driven tools for personalization and efficiency. These technologies enable clean data, process automation, and improved collaboration between sales and marketing.

How does this shift impact an organization’s growth?

Scott explained that a buyer-centric, data-driven approach drives measurable growth by increasing conversion rates, customer lifetime value, and the efficiency of demand generation efforts. Organizations can allocate resources more effectively, targeting high-potential opportunities and reducing wasted efforts. Enhanced alignment between sales and marketing accelerates adaptation to change, streamlines processes, and creates a foundation for scaling. Scott also emphasized the competitive advantage of having a well-oiled sales and marketing engine that differentiates the company in the marketplace.

What is the biggest challenge in B2B sales today?

Scott identified the alignment of sales and marketing as the most significant challenge. While easy to state, achieving true collaboration requires consistent communication, shared goals, and mutual accountability. Misalignment often leads to targeting the wrong prospects, inconsistent messaging, and wasted resources. Scott underlined the importance of mapping workflows and processes to ensure both teams are working together effectively toward shared business outcomes.

What tools or technologies do you recommend for sales transformation?

Scott stressed the foundational importance of CRM systems, like Salesforce or Dynamics, which serve as the “source of truth” for sales activities. He recommended using marketing automation platforms such as HubSpot to track top-of-funnel activities and integrate them with CRM data. Scott also praised account-based marketing tools (e.g., Demandbase) for improving targeting and engagement in enterprise sales. Collaboration tools like Slack and analytics platforms like Tableau were also highlighted as essential for fostering teamwork and data-driven decision-making.

Resource recommendations

Books:

• The Challenger Sale by Matthew Dixon and Brent Adamson: This book explores the importance of teaching, tailoring, and taking control in sales conversations.
  
• Building a StoryBrand by Donald Miller: It emphasizes the power of storytelling in marketing to clarify messages and engage customers.
  
• Predictable Revenue by Aaron Ross: This guide offers insights into building scalable sales processes and generating consistent revenue.

Blogs:

• HubSpot Blog: A comprehensive resource covering topics in marketing, sales, and customer service.
• Sales Hacker: Provides practical advice and strategies for modern sales professionals.

Newsletters:

• The Lean Startup Newsletter: Offers insights into agile methodologies and innovative business strategies.

Shout-outs

• Jill Rowley
• Aaron Ross

The post Traditional Sales to a Buyer-Centric Data-Driven Model appeared first on Demandbase.

Anh Huynh is the Director of Messaging Engineering and Head of Security Services at Applied Materials, where he has led teams in securing critical communication infrastructure for nearly five years. In this role, Anh focuses on cybersecurity measures within messaging and collaboration spaces, implementing advanced AI/ML detection processes, and enforcing security protocols like SPF, DMARC, and DKIM to address emerging cyber threats. He also oversees supply chain cybersecurity initiatives, IP protection, and data loss prevention, integrating solutions across platforms like Outlook, Exchange, and Office 365. With over 18 years of experience in global messaging, Anh combines technical expertise with a strategic approach to managing cybersecurity and team development, making him a valuable voice on the role of AI and layered security in modern enterprises. Anh also helps businesses enhance their cybersecurity strategy through his firm, ADH Consulting.

Connect with Anh:

Phone: 831-277-3525 | Threads: @anhdhuynh75 | Email: anhdhuynh@gmail.com | LinkedIn

Key takeaways

• AI in Cybersecurity: AI is crucial for detecting sophisticated threats like business email compromises, surpassing traditional methods.
• Collaboration is Key: Effective cybersecurity needs strong collaboration and shared intelligence across teams.
• Hybrid Work Balance: A balanced mix of in-office and remote work supports productivity and security adaptability.
• Layered Security: A multi-layered defense, combining traditional and AI methods, enhances threat detection.
• Actionable Insights: AI should provide clear, actionable insights to reduce manual work and improve security.
• Emotional Intelligence: Leaders should cultivate emotional intelligence to manage hybrid teams better.
• Tech and IoT Tools: Familiarity with various tech ecosystems and using IoT tools can improve personal and professional security.

Quotes

“The old process of heuristics-based security does not work today in the real world.” -Anh Huynh

Highlights from this episode

What led you to focus on AI and security?

Anh described his journey from early IT roles, where he was involved in setting up some of the first collaboration and communication systems in the industry. Starting with foundational tools like Pine and Lotus Notes, he noticed that as technology advanced, so did cyber threats, especially targeting email systems. Realizing the limitations of traditional security methods, Anh began focusing on AI to stay ahead of increasingly sophisticated attackers.

How is AI transforming security from heuristics-based detection?

Anh explained that traditional security relied on heuristics, a rule-based approach that flagged threats based on specific characteristics. However, with today’s cybercriminals using advanced tactics, heuristics alone fall short. AI, he explained, has become essential in detecting complex threats like business email compromises (BEC), which involve attackers mimicking trusted contacts. AI-based detection allows systems to analyze communication patterns and identify anomalies that heuristics might miss, making it a powerful tool for modern cybersecurity.

How can organizations stay ahead of cyber threats with AI?

To stay ahead of cyber threats, Anh emphasized that collaboration across organizations is vital. He noted that attackers are often highly organized, sharing information and resources to increase their effectiveness. In response, companies should work together, sharing intelligence and collaborating on strategies to protect against threats. He also advised that organizations combine AI-driven detection with traditional security methods to create multiple layers of defense, enhancing their overall resilience.

What are the risks and benefits of adopting AI in cybersecurity?

Anh highlighted that while AI offers advanced detection capabilities, adopting it comes with challenges. Implementing AI-driven security requires considerable investment, both in terms of budget and the technical work needed to integrate it across an organization’s infrastructure. The benefit, however, is significant: organizations gain multiple layers of defense that better protect against the modern, complex attacks that would bypass simpler, rules-based security systems. The payoff is not only a stronger security posture but also a reduction in the stress and workload on security teams.

How do you see AI in cybersecurity evolving over the next decade?

Looking forward, Anh predicted that AI will continue to evolve, automating more manual tasks within cybersecurity, such as identifying low-level threats and streamlining reporting. He also envisions AI as a tool for producing “actionable insights”—pieces of valuable information that help security professionals make more informed decisions. Anh described this evolution as a pathway to reduce the “sleepless nights” for security teams, freeing them to focus on higher-level strategies and more complex threats.

What advice do you have for those new to hybrid work environments?

Drawing on over a decade of remote work experience, Anh offered practical advice for adjusting to a hybrid work model. He advocated for finding a balance that works both individually and for the team. In his view, spending all time in the office can be as detrimental as working exclusively from home. Anh recommends a hybrid setup that allows for the productivity and social benefits of office time, balanced with the flexibility and focus that remote work provides.

What are some tools or technologies you recommend for personal and professional security?

For those managing work and home security, especially frequent travelers, Anh recommended IoT-based tools that can help monitor home security remotely—such as cameras and smart systems to check on everything from security alarms to garage doors. Additionally, he stressed the importance of understanding multiple tech ecosystems (PC, iOS, and Android), noting that each offers unique security benefits. By knowing these systems, users can tailor their security settings and routines to fit specific needs, whether corporate or personal.

What unexpected skill has proven invaluable in your career?

Reflecting on his career, Anh shared that emotional intelligence has been an invaluable skill, especially in managing remote teams. He explained that technical expertise alone is insufficient for career progression or effective leadership; being attuned to people’s emotions, especially in a hybrid work setting, enhances team cohesion and productivity. Anh recommended emotional intelligence as a core skill for leaders to cultivate, particularly as they navigate the challenges of managing hybrid or remote teams.

Resource recommendations

Books

• Emotional Intelligence by Daniel Goleman: It explores how understanding and managing emotions can enhance personal and professional relationships

Shout-outs

Jeff Bezos: Anh highlighted Bezos’s visionary leadership and innovative approach to building Amazon into a global powerhouse.

The post How AI-Based Detection is Revolutionizing Security appeared first on Demandbase.