Navigating the New Era of Tech & Business: Insights from OnBase Guests

1. AI’s Transformational Potential as a Business Catalyst

Artificial intelligence has become more than a buzzword; it’s a strategic tool that allows businesses to operate with greater capabilities, precision, and efficiency. While fears of AI replacing human roles often dominate the narrative, seasoned professionals understand that AI’s real value lies in augmentation, not substitution

By automating time-intensive processes, AI delivers significant productivity gains, enabling teams to focus on their most impactful tasks.

Similarly, Kelly Flowers, AVP of Global Sales Development at SentinelOne, urged businesses to recognize the value of balance:

AI might fine-tune processes, but it’s the human touch that ultimately wins customer trust and builds relationships.

AI’s role also extends to customer success, where it drives smarter decision-making:

This integration reveals a deeper level of understanding about customer behavior while driving faster, more tailored resolutions.

Actionable Insights:

• Automate routine tasks like meeting summaries and data tracking to free up time for high-impact activities.
• Use AI tools for research and prioritization, but don’t lose sight of the importance of human connection in building relationships.
• Leverage AI-driven sentiment analysis and proactive support tools to enhance customer understanding and service.

2. Achieving Alignment Between Sales and Marketing

The longstanding struggle for sales and marketing alignment is infamous, often characterized by inefficiencies and missed opportunities. However, forward-thinking leaders are finding ways to create synergy.

Building on this collaborative approach, Kelly Flowers added strategic nuance:

“Breaking down the sales cycle into measurable inputs and outputs helps reps consistently hit quota.” — Kelly Flowers, SentinelOne

This method ensures that sales teams aren’t reacting to leads opportunistically but can rely on predictable patterns of pipeline growth.

Meanwhile, Caroline Quinn from RevOps Consulting took a more human-centric view:

This context underscores the importance of precision when setting benchmarks for success.

Actionable Insights:

• Develop KPIs that align with broader objectives like profitability, market penetration, and long-term sustainability.
• Link KPIs to specific financial priorities such as new customer acquisition or retention to strengthen impact.
• Use predictive analytics to ensure that metrics evolve with shifting business needs.

4. Storytelling as a Differentiator in a Crowded Market

Amid a gold rush of content, one timeless truth remains clear: the brands most likely to thrive are those that connect emotionally with their audiences. As our guests emphasized, storytelling provides the ‘why’ behind the ‘what.’

Her strategy focuses on crafting human-centric narratives that resonate with audiences through relatable, authentic stories rather than generic, polished corporate messaging.

The value of stories extends beyond mere creativity. Becky Lawlor, a content strategy expert, highlighted their measurable impact:

Done well, storytelling becomes a strategic asset — not just a creative one.

Actionable Insights:

• Build marketing strategies rooted in authenticity by focusing on people, passion, and purpose.
• Invest in original, research-driven content to drive higher engagement levels.
• Use storytelling to connect emotionally and reinforce your brand’s relevance to your audience.

5. The Strategic Depth of Account-Based Marketing and Sales

Account-based marketing (ABM) and account-based experience (ABX) are no longer simply tools in a marketer’s arsenal; they’re frameworks for long-term success when executed meticulously.

“ABX is a long-term strategy, not a quick fix. Expect an 18+ month cycle for results, and celebrate small wins along the way.” — Judit Szabo, Endava

Short-term thinking, she warned in her podcast appearance, leads to premature abandonment of impactful efforts.

Supporting this perspective, Caroline Quinn stressed the importance of well-layered approaches:

“A strong ABM strategy requires the right mix of one-to-one, one-to-few, and one-to-many approaches.” — Caroline Quinn, RevOps Consulting

She advocates for dynamic, adaptable frameworks that can evolve with changing market conditions.

Additionally, organizations can’t afford to ignore the significance of personalization. AI technologies, as Quinn pointed out, have made hyper-individualization scalable:

“AI-driven content repurposing can significantly enhance the impact of ABM efforts.” — Caroline Quinn, RevOps Consulting

Actionable Insights:

• Commit to ABM or ABX as a long-term strategy with realistic timelines and milestones.
• Balance approaches by ensuring the right mix of one-to-one, one-to-few, and one-to-many efforts.
• Adopt AI tools for personalization and content repurposing to make account outreach more efficient.

6. The Rise of Soft Skills in a Technology-Driven World

Technology can achieve a lot, but it’s the human element that seals strategic success. Teams that harness communication, empathy, and adaptability alongside tools create irreplaceable value, according to multiple guests.

“Being a ‘quota crusher’ isn’t enough. Businesses must prioritize consistency and collaboration to develop resilience.” — Kelly Flowers, SentinelOne

Max Maurier took it further by aligning soft skills with stakeholder engagement: