Episode Summary
At Lessonly, a training software company, marketing and sales play on the same team. And Chief Marketing Officer Kyle Lacy wouldn’t think of having it any other way.
“Part of the reason why I wanted to move the BDRs and SDRs under marketing is that you force alignment,” Kyle says in this episode of Tech Qualified.
At other companies, the marketing department might focus on attribution or proving influence. Kyle’s goal is to focus the marketing team on revenue. He says they’re not quite there yet, but he aims to have the marketing team influencing 100% of revenue.
He doesn’t mince his words: “I think this idea that marketing is an influence
metric is just a load of BS because you’re going to be the first one cut, nobody’s ever going to
align to you because they don’t need to — you’re just going to be an order-taking team.”
Kyle shares some of Lessonly’s major marketing initiatives since COVID-19 hit, which includes doing virtual whiskey tasting with enterprise prospects. He also discusses his personal process for professional development — and why he focuses on learning from people rather than books.
Guest Profile
- Name: Kyle Lacy
- What he does: As Chief Marketing Officer for Lessonly, Kyle manages a team of 35.
- Company: Lessonly
- Noteworthy: Kyle credits private networks like the members-only Revenue Collective with supporting his career development. He asks peers for growth advice and believes the people in your network are your best resource when it comes to professional development.
Key Insights
- When it comes to leading sales teams, don’t overlook the CMO. “It blows my mind that we don’t think CMOs could run sales,” says Kyle. Product feature sets become a commodity over time, Kyle argues, adding that it is inevitable for all product businesses. Brand and customer experience are the ultimate differentiator.
- Don’t wait too long to hire a product marketer. Thinking back on lessons learned so far, Kyle says he’d hire a product marketer for Lessonly sooner. As a company grows its employee count and goes after different segments, it becomes challenging to “spread that knowledge and skill set across multiple people,” says Kyle. Don’t let things get to a breaking point. “When you are selling into multiple segments and multiple industries, if you do not have product marketing, it’s going to be very difficult.”
- Kyle divides thought leadership content into two categories: qualitative and quantitative. The qualitative thought leadership focuses on soft skill development. For example, Lessonly’s CEO has a book, “Do Better Work.” Lessonly has invested significantly in the qualitative side, and Kyle plans to beef up the company’s quantitative with research reports. Lessonly currently works with research firm Frost & Sullivan to develop think tank-style content.
Episode Highlights
- Revenue as a key marketing metric
- Creating meaningful brand experiences
- Practice makes perfect
- Continuously, rapidly improve...everything
- The best marketing advice might be from your peers
- Don't try to do it all