Sunny Side Up

This episode of the OnBase Podcast dives headfirst into the seismic shifts transforming the marketing landscape. Host Paul Gibson sits down with Fiona Shepherd to discuss the "change imperative", the urgent need for marketing leaders to reinvent their strategies, structures, and mindsets for 2026 and beyond. This isn't just another conversation about AI; it's a strategic look at how generative AI, shifting buyer behaviors, and new organizational models demand a complete overhaul of the go-to-market playbook.Fiona makes a powerful case for bravery, collaboration, and a renewed focus on revenue. She explains why the traditional funnel is broken, why sales and marketing must finally achieve true alignment, and how to retrain your entire organization to thrive in this new world. This episode is your guide to navigating the chaos and leading your team with confidence.Key takeawaysMarketing is a profit centerStop thinking of marketing as a cost. It is the lifeblood of the organization, driving rev