Episode Summary
In this episode of OnBase, host Chris Moody chats with Maximus Greenwald about reimagining traditional outbound strategies through a concept he calls "warmbound"—the fusion of outbound execution with inbound energy. Maximus walks us through the broken state of traditional lead scoring, the inefficiencies of outdated TAM/SAM/SOM frameworks, and why marketers should own the pipeline.

He breaks down how intent signals, AI, and horizontal marketing teams will reshape the future of GTM. Maximus also shares how he tests big bets as a founder, what marketers can learn from enterprise sellers, and how personalization must evolve in the age of generative AI.

Key Takeaways

Warmbound, Not Outbound: The strict division between inbound (marketing) and outbound (sales) is outdated. The future is unified, pipeline-first, go-to-market strategies driven by intent.
Classic Lead Scoring Is Broken: Rigid filters based on outdated firmographics miss major ICP opportunities. AI can dynamically model what actually drives revenue.
Signal Stacking Is the New ICP: Combine CRM, intent data, buyer behavior, and historical signals to build a more accurate, real-time picture of purchase readiness.
Marketers Should Own Pipeline: With the right data and tools, marketing can—and should—run outbound motions and be comped like sellers.
Horizontal Over Vertical Marketing: Organize teams around the buyer journey stages (cold, warm, hot) instead of just marketing channels.

Quotes

“Inbound versus outbound is a false dichotomy. Your outbound should drive inbound, and your inbound should fuel outbound. It's all one team now.”

“You don’t stay in someone’s TAM forever. SOM is dynamic. A lead heats up, cools down, and reenters. We need systems that move with that fluidity.”

Best Moments

03:00–05:00 – From Google Maps to SaaS: Maximus shares how he transitioned into sales and marketing.
06:30–09:00 – What’s broken in lead scoring—and how AI can fix it.
13:00–16:00 – Rethinking TAM, SAM, and SOM as dynamic, not static.
20:00–24:00 – The rise of the horizontally structured marketing org.
28:00–31:00 – Why marketers should carry a quota—and get paid like enterprise reps.

Tech Recommendations

Autobound – An AI-powered sales copywriting tool that personalizes based on deal-winning language.
Default – An Inbound lead routing and scheduling engine.

Resource Recommendations

Podcast:
30 Minutes to President's Club.

Report:
The 2025 State of Marketing Report by HubSpot.

Shout-outs

Kieran Flanagan – SVP of Marketing at HubSpot.
Dave Gerhardt – Founder of Exit Five, formerly Drift.
Hunter Walk – Partner and Co-Founder at Homebrew.
Finn Murphy – General Partner at Nebular VC.

About the Guest

Maximus Greenwald is the Co-founder and CEO of Warmly, an AI-powered outbound platform that transforms how companies think about lead generation, pipeline development, and the convergence of sales and marketing. Before founding Warmly, Maximus began his career in engineering and product development at Google Maps, and eventually made the leap from big tech to B2B SaaS entrepreneurship. Today, he helps hundreds of companies unify inbound and outbound strategies under one mission: driving warm leads through smarter, signal-based marketing.

Connect with Maximus.