Sunny Side Up

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.Segmentat