This episode of the OnBase Podcast features a compelling discussion with Nick Webb on the power of a modern go-to-market strategy. Host Paul Gibson and Nick explore the challenges of navigating organizational change and the critical shift from high-volume, low-quality lead generation to a targeted ABM/ABX approach. Nick shares the story of how CloudPay transformed its pipeline by moving from "net fishing" to "spear fishing," a move that quadrupled its sales pipeline.The conversation reveals why sales and marketing alignment is non-negotiable and how data-driven decisions provide the confidence needed to make bold changes. Nick details the hurdles, the mindset shifts, and the specific KPIs that were essential to driving this monumental transformation. This episode is a masterclass for any B2B leader looking to build a scalable and effective growth engine.Key TakeawaysQuality Over QuantityGenerating thousands of leads is meaningless if it doesn't translate to pipeline. Focusing on an agreed-upon ICP is the foundation of a successful GTM strategy.Shared KPIs Drive AlignmentShifting marketing's core KPI from lead volume to dollar-value pipeline ensures both sales and marketing are working toward the same goal.Data is Your Ally in ChangeUse data to prove the need for change and validate new strategies. Data-backed insights overcome resistance and build trust across teamsIt's a Partnership Not a HandoffThe old model of marketing throwing leads over the fence is broken. A modern GTM requires genuine collaboration where sales and marketing are fully integrated.Rethink Your TerminologyCalling leads "signals" reframes the follow-up process, shifting focus from pursuing an individual to understanding account-level interest.Quotes"Gone are the days where marketing people could get away with not knowing their numbers. We have to carry a number just like sales people do."Best Moments

– The Damascene Moment Nick details the realization that generating 3x more leads was actually causing the sales pipeline to fall.

– From Net Fishing to Spear Fishing The core analogy that drove CloudPay's strategic shift to a targeted ABM/ABX model.

– The New Playbook How CloudPay revolutionized its operations by changing KPIs, moving BDRs into marketing, and renaming leads to "signals."

– Overcoming Resistance Nick outlines the three groups of people in any change scenario and how to build momentum with advocates and data.