Q&A with Andrea Lechner-Becker, Chief Marketing Officer at LeadMD

Q&A with Andrea Lechner-Becker
Andrea Lechner-Becker, Chief Marketing Officer at LeadMD is an experienced Marketing and Sales Executive with a demonstrated history of working in the marketing and advertising industry.

Skilled in Business Process, Marketo, Sales, Customer Relationship Management (CRM), and IT Service Management, Andrea is also a strong business development professional and a storyteller.

MEDIA 7: What inspired you to get into marketing?
ANDREA LECHNER: 
Frankly, not having better options. I originally attended the University of Wisconsin-La Crosse thinking I’d major in Archaeology. I wanted to be Indiana Jones! But, after visiting the archaeology building – i.e. the cold, dark basement of the science building – where a girl sat to piece together pieces of an old Native American vase, I knew archaeology was not going to be the right path for me. And so, without being good at science and a major in art or art history was unlikely to pay my bills, I decided to go into “business”. I originally registered as a management major, but took my first marketing class and thought it was more interesting and switched my sophomore year. That was pretty much it. I’d never been involved in business classes or DECA in high school – I didn’t really know what to do or what jobs in marketing were even possible. I dumb lucked myself into it really.

M7: As a storyteller, do you relate the brand to a story or story to the brand?
AL:
Both? Neither? I think there are stories in every brand, because there are people working on the brand and people engaging with the brand and people using what the brand creates. People, most often a single person, are at the heart of great stories.
You can start with the “point” of the story you’re trying to tell. Say you have a software that help accountants better create reports for board meetings. It’s likely you’ll want to tell a success story about an accountant getting promoted to CFO in part because your software helped better communicate their work product to the board. You could have the idea for that and go looking for that story in your customers. OR, you could hear that story, and say, “That’s amazing!” and share it with customers, partners and internal people. Stories are all around us – the most important thing is to keep your ears and eyes open for finding them.


"People, most often a single person, are at the heart of great stories. Stories are all around us – the most important thing is to keep your ears and eyes open for finding them."

M7: LeadMD has been named as Marketo’s platinum service partner. What are the core values that drive the company to be a leading marketing firm?
AL: 
About two years ago, we got to the size where we had to really dedicate some time to defining our core values. We got into a room with everyone in the company and talked about what it feels like to work at LeadMD. We decided on the following values, which all start with “We” because we’re a tribe and succeed together with our clients:

1. We over me. Our people will drop almost anything to help another member of the tribe and our clients. We are a performance organization and aim to ease the lives of those around us with valuable contribution.
2. We stand in your shoes. Empathy is so critical to our success internally and externally.
3. We are better than yesterday. Marketing is a discipline that must be creative and iterative. We don’t know everything, but we strategize, plan, do, review and optimize constantly. Together, we figure out what will garner the best results.
4. We believe in transparency. Transparency is function of trust. Trust is a function of reliability, competency, communication, authority and predictability. Our clients trust us with their vision and that's an honor we take seriously.
5. We have fun in everything we do. We like our tribe and our clients and we do cool sh*t together. It’s fun work.




"Until you execute learnings, test them and see if and how they work, none of it means anything. If in doubt, do something."

M7: What distinguishes LeadMD from the rest in creating predictable and sustainable revenue operations for enterprise brands?
AL:
 Our value to our clients is our ability to integrate strategic objectives with all the day-to-day actions of teams of people. We are great at rolling our sleeves up and truly creating scale around these elements that ultimately impact the organization as a whole. The results our clients see are things like, a technology company generating a $15 million lift in pipeline within 90 days and a medical device company generating $5 million in revenue in six months (which is like one month in healthcare timelines) in a typically down quarter. Ultimately, the work we collaborate with clients on, impacts the business in more revenue, faster.


M7: How does LeadMD’s methodology facilitate organizations in delivering exceptional outcomes that they desire?
AL: 
This may fall more under philosophy than methodology, but we work with leaders unwilling to maintain the status quo. We call them Catalysts. We work with people eager and willing to act to change a current poor performing outcome in their organization. We can help, but we are never going to be able to impact the types of outcomes we’re used to without internal champions and rainmakers. Our outcomes are in large part due to the fearless nature of our clients.


"Learning is about connective tissue and being able to connect new things to things that already make sense to you. Just do it. It’ll not only make you a better employee or entrepreneur, it’ll also make you a better person."

M7: You have co-founded an e-learning firm, Six Bricks. What was the learning experience from it and how has this accelerated your career journey?
AL: 
The learning experiences from that piece of my career are far too numerous to name in this QA. The best way I could sum them up is to say that doing something new will always hold value. As a long-time consultant, I’ve had lots of ideas about what professionals in sales and marketing could or should do. I’ve listened to a lot of podcasts, attended SaaStr’s annual conference and brought ideas back. But, until you execute on them, test them and see if and how they work, none of it means anything. If in doubt, do something.


M7: Going with the story of your book ‘Sixty Days Left’, how does exploring new marketing trends and making informed decisions create a fortune for any enterprise?
AL:
��I’m a big advocate for everyone, even executives, to explore trends and the news of their discipline at a fairly deep level. Just knowing artificial intelligence as a thing is “good” but not great. Lean in. Read opinions from people who have worked in artificial intelligence for years, who study it in a university setting, who can really break it down. The first AI article I read was really technical and I barely understood it, but I kept doing it and kept learning. Learning is about connective tissue and being able to connect new things to things that already make sense to you. Just do it. It’ll not only make you a better employee or entrepreneur, it’ll also make you a better person. Follow leaders like Bill Gates with book recommendations and actually read those things – again, it’ll just make you a better, more well-rounded and ultimately happier human.


M7: What is your superpower?
AL:
 Curiosity. I am interested in everything. And everyone. Everyone has a story and I love hearing them. I learn a lot from that and have more stories to tell and more knowledge to connect new knowledge to.

ABOUT LEADMD

LeadMD is the #1 performance marketing consultancy that leverages best-in-class technology to make your vision actionable and your outcomes measurable. Breaking down the typical siloes of technology and strategy, LeadMD collaborates with clients to increase revenues, align teams and engage ideal customers. We’ve helped more than 3,500 high-growth companies succeed by building revenue engines that scale on top of marketing and sales platforms like Marketo, Adobe, Salesforce.com and dozens of others. For more information, visit www.leadmd.com or email us at go@leadmd.com

More C-Suite on deck

Q&A with Scott Heide, Chief Executive Officer at Engineering Intent Corporation

Media 7 | August 3, 2021

Scott Heide, Chief Executive Officer at Engineering Intent Corporation, brings more than 30 years of experience in knowledge-based engineering software and has long been a key source for industry understanding of application strategies for engineering and sales automation. Heide drove the development of Knowledge Bridge, a cloud-based comprehensive EPQ (Engineer Price Quote) and visual configuration platform. It offers tools and methods to automate custom engineering, technical sales, and business processes – the “To Order” in “Engineer To Order”. Heide holds a Bachelor of Science in Mechanical Engineering from Wichita State University and a Master of Science in Engineering from the Massachusetts Institute of Technology.

Read More

Q&A with Sangram Vajre, Co-founder & Chief Evangelist at Terminus

MEDIA 7 | January 9, 2020

Sangram Vajre, Co-Founder & Chief Evangelist at Terminus is also an author and host of the podcast FlipmyFunnel. He is one of the leading minds in B2B marketing. MEDIA 7: What are you passionate about? SANGRAM VAJRE: Three things: Lead professionally. Grow personally. Love family. M7: Terminus has been recognized as one of Georgia’s 40 fastest-growing companies by ACG Atlanta. What factors contribute to this pace? SV: One of our core values is #OneTeam – which means we think and act as one team and know that if we treat our team right, they will treat our customers amazing. There are no great companies, only great people that make those companies.

Read More

Q&A with Ed Breault, Chief Marketing Officer at Aprimo

MEDIA 7 | November 28, 2019

Ed Breault, Chief Marketing Officer at Aprimo is a marketer with over 18 years of industry experience. At Aprimo, Ed is responsible for the global brand and growth which includes all Paid/Owned/Earned media, Brand Experience, Product Marketing, Industry Marketing, Influencer Marketing, Strategic Communications, Content Marketing, Analyst Relations, Alliance Marketing, Public Relations, Events, Demand Generation and Account-Based Marketing. MEDIA 7: What’s your superpower? ED BREAULT: I would say it’s applying the full spectrum of art and science that is required in marketing today. Not just left or right brained, but whole-brained strategy. Being human yet data-driven and really understanding numbers and (the right) metrics to make connections to business drivers. Add storytelling to that, so I can effectively communicate to my team, the CEO and CFO as well as my Board of Directors on those metrics, and connecting all that we are doing in marketing to the mission of the business. Then quickly shifting gears to the art and creative aspects of marketing that are required to engage an audience and tell great commercial stories that take complex concepts and craft them in a way that is interesting for people to pay attention to. I have to be the ultimate point of truth for the brand. M7: At Aprimo, how have marketing leadership roles and responsibilities evolved over the past few years? EB: There are so many dimensions needed by marketing leaders today. There are several elements driving this evolution, it’s the new experience battlefront that is emerging and also marketers themselves driving changes. From a market perspective, there is a clear appetite for disruption and consumers are wanting more experiential elements to their buying experience and interactions with brands. Take a few direct to consumer disruptions like trialing products in-home, purchasing directly from a brand or even wanting to ensure that the producer’s trade practices are in line with the buyer’s or even a regulator’s for that matter. Then we want to try before we buy, and we emotionally care about the supply chain of products. Do we TRUST this brand to do business with them? Behind all of this is a story that needs to be told, and it is those marketers who know their audience well and make connections that will win the commercial game. Back to the marketer, there are so many diverse backgrounds that marketers bring now and I’m really intrigued by those who have unconventional backgrounds because they contribute something uniquely new to the field. I love hearing about the marketer’s journey.

Read More

Q&A with Scott Heide, Chief Executive Officer at Engineering Intent Corporation

Media 7 | August 3, 2021

Scott Heide, Chief Executive Officer at Engineering Intent Corporation, brings more than 30 years of experience in knowledge-based engineering software and has long been a key source for industry understanding of application strategies for engineering and sales automation. Heide drove the development of Knowledge Bridge, a cloud-based comprehensive EPQ (Engineer Price Quote) and visual configuration platform. It offers tools and methods to automate custom engineering, technical sales, and business processes – the “To Order” in “Engineer To Order”. Heide holds a Bachelor of Science in Mechanical Engineering from Wichita State University and a Master of Science in Engineering from the Massachusetts Institute of Technology.

Read More

Q&A with Sangram Vajre, Co-founder & Chief Evangelist at Terminus

MEDIA 7 | January 9, 2020

Sangram Vajre, Co-Founder & Chief Evangelist at Terminus is also an author and host of the podcast FlipmyFunnel. He is one of the leading minds in B2B marketing. MEDIA 7: What are you passionate about? SANGRAM VAJRE: Three things: Lead professionally. Grow personally. Love family. M7: Terminus has been recognized as one of Georgia’s 40 fastest-growing companies by ACG Atlanta. What factors contribute to this pace? SV: One of our core values is #OneTeam – which means we think and act as one team and know that if we treat our team right, they will treat our customers amazing. There are no great companies, only great people that make those companies.

Read More

Q&A with Ed Breault, Chief Marketing Officer at Aprimo

MEDIA 7 | November 28, 2019

Ed Breault, Chief Marketing Officer at Aprimo is a marketer with over 18 years of industry experience. At Aprimo, Ed is responsible for the global brand and growth which includes all Paid/Owned/Earned media, Brand Experience, Product Marketing, Industry Marketing, Influencer Marketing, Strategic Communications, Content Marketing, Analyst Relations, Alliance Marketing, Public Relations, Events, Demand Generation and Account-Based Marketing. MEDIA 7: What’s your superpower? ED BREAULT: I would say it’s applying the full spectrum of art and science that is required in marketing today. Not just left or right brained, but whole-brained strategy. Being human yet data-driven and really understanding numbers and (the right) metrics to make connections to business drivers. Add storytelling to that, so I can effectively communicate to my team, the CEO and CFO as well as my Board of Directors on those metrics, and connecting all that we are doing in marketing to the mission of the business. Then quickly shifting gears to the art and creative aspects of marketing that are required to engage an audience and tell great commercial stories that take complex concepts and craft them in a way that is interesting for people to pay attention to. I have to be the ultimate point of truth for the brand. M7: At Aprimo, how have marketing leadership roles and responsibilities evolved over the past few years? EB: There are so many dimensions needed by marketing leaders today. There are several elements driving this evolution, it’s the new experience battlefront that is emerging and also marketers themselves driving changes. From a market perspective, there is a clear appetite for disruption and consumers are wanting more experiential elements to their buying experience and interactions with brands. Take a few direct to consumer disruptions like trialing products in-home, purchasing directly from a brand or even wanting to ensure that the producer’s trade practices are in line with the buyer’s or even a regulator’s for that matter. Then we want to try before we buy, and we emotionally care about the supply chain of products. Do we TRUST this brand to do business with them? Behind all of this is a story that needs to be told, and it is those marketers who know their audience well and make connections that will win the commercial game. Back to the marketer, there are so many diverse backgrounds that marketers bring now and I’m really intrigued by those who have unconventional backgrounds because they contribute something uniquely new to the field. I love hearing about the marketer’s journey.

Read More

Related News

Design, Mechanical and Motion Systems, Engineering Tech

SPX FLOW Launches Universal 2 ND Pump Series Designed Uniquely for Industrial Market

PR Newswire | January 29, 2024

SPX FLOW, has released the Universal® 2 ND Positive Displacement Pump (U2 ND) Series designed with industrial users in mind. The pumps offer the quality and durability the Waukesha Cherry-Burrell brand is known for while optimizing cost and suitability for the industrial market. The U2 ND series significantly expands the WCB pump range, aimed at enhancing reliability and performance across industrial applications while outperforming other pump styles, such as industrial lobe, gear or progressive cavity pumps.The design features improvements uniquely suited for industrial applications, including: Total cost of ownership: The pumps ensure a long running life, given their robust construction materials and designs tailored for each application. Because of its high volumetric efficiency, the pumps can be used to dose fluids, eliminating the need for an additional metering pump.  Efficiency: The U2 ND pump reduces slip, which occurs when fluids move backward from the liquid flow due to internal clearances. Lower slip means more efficiency, reducing the need for higher horsepower motors. Also, the series can process fluids over longer spans due to its high-pressure capability, which reduces the need for multiple pumps in these applications. Reliability: WCB is a proven and trusted global brand dating back to the 1880s. The pumps are made with durable, corrosive-resistant materials compatible with industrial environments. A robust design, equipped with industrial flanges or sanitary fittings, ensures manufacturers can choose the configuration to meet their needs.  Additionally, an extensive sales channel and domestic manufacturing footprint support this pump series, enabling quick deliveries on standardized parts across the entire Universal pump product line. The U2 ND series is complemented by the Universal Industrial 5000 series, which is tailored for users who require OEM (Original Equipment Manufacturer) seals for their industrial pumping operations. Julien Bassett, Pumps Global Product Manager: "Waukesha Cherry-Burrell has extensive experience offering pumps to customers built with their needs in mind. We wanted to expand our offerings to provide quality and durability of the SPX FLOW brand while catering to the unique needs of industrial manufacturers and their applications."

Read More

Engineering Tech, Construction

Comfort Systems USA Announces Acquisition

Business Wire | February 01, 2024

Comfort Systems USA, Inc. today announced that it has closed its previously announced transaction to acquire Summit Industrial Construction, LLC (“Summit”) headquartered in Houston, Texas. As previously disclosed, Summit is a specialty industrial mechanical contractor offering engineering, design-assist and turnkey, direct hire construction services of modular systems serving the advanced technology, power, and industrial sectors. Summit’s capabilities encompass a wide range of modular and site-based construction, including process piping, equipment setting, large pipe rack trestles, and related steel erection and specialty concrete work. Summit is a trusted supplier to some of the world’s largest advanced technology, power and industrial companies and is currently deployed on several major chip fabrication projects. Initially, Summit is expected to contribute annualized revenues of approximately $375 million to $400 million, and earnings before interest, taxes, depreciation, and amortization of $35 million to $40 million. In light of the amortization expense, Summit is expected to make a neutral to slightly accretive contribution to earnings per share in 2024 and 2025. Brian Lane, Comfort Systems USA’s Chief Executive Officer, commented, “We are delighted to announce the closing of our agreement to acquire Summit, an extremely capable provider of modular and other complex mechanical services. Summit brings a stellar reputation as a modular technology leader in growing end markets, including multiple ongoing and large semiconductor projects. We are happy to welcome Summit’s wonderful leadership team and excellent production and craft workers across many states, and we are confident Summit will continue to innovate and grow as a part of our network of world-class contracting companies. We are grateful that Summit has chosen to become part of Comfort Systems USA.”

Read More

Construction

VOLLERS, Inc. Enhances its Portfolio with the Strategic Acquisition of LAYOUT, Inc.

PR Newswire | January 02, 2024

VOLLERS, Inc. (VOLLERS), the holding company that owns or partners with quality construction services brands such as Vollers Excavating, HVI Services, Aspen Landscaping and Assuncao Brothers, Inc., proudly announces the acquisition of Layout, Inc. (Layout), one of New Jersey's most recognized construction survey firms. This acquisition broadens VOLLERS' array of services in the construction industry through its distinct and operationally independent entities. Brendan Murray, current President of VOLLERS, will expand his leadership role by assuming the role of President at Layout. Giuseppe Messina Jr., from VOLLERS, has been appointed as Vice President of Survey at Layout. James Flores, from Layout, has been appointed as Director of Project Management. "Success in construction is not just about project completion; it's about fostering a culture of efficiency, innovation, and excellence. We're not just building projects, we're building companies that lead the construction industry," states Brendan Murray. "Adding Layout, Inc. to the VOLLERS family of companies enriches our mission and enhances our service offerings across the entire construction community." Layout comes to VOLLERS as a robust business with a strong history of managing complex and substantial infrastructure projects in the region. The synergy between VOLLERS and Layout promises significant value for clients, combining VOLLERS' world-class management capabilities with Layout's surveying expertise to meet evolving market demands with industry-leading effectiveness. "I am very honored to be given the opportunity to bring these two well-respected organizations together," says Giuseppe Messina Jr. "I look forward to leading a diverse and talented team in our unwavering commitment and dedication to providing top-tier service in the Survey industry."

Read More

Design, Mechanical and Motion Systems, Engineering Tech

SPX FLOW Launches Universal 2 ND Pump Series Designed Uniquely for Industrial Market

PR Newswire | January 29, 2024

SPX FLOW, has released the Universal® 2 ND Positive Displacement Pump (U2 ND) Series designed with industrial users in mind. The pumps offer the quality and durability the Waukesha Cherry-Burrell brand is known for while optimizing cost and suitability for the industrial market. The U2 ND series significantly expands the WCB pump range, aimed at enhancing reliability and performance across industrial applications while outperforming other pump styles, such as industrial lobe, gear or progressive cavity pumps.The design features improvements uniquely suited for industrial applications, including: Total cost of ownership: The pumps ensure a long running life, given their robust construction materials and designs tailored for each application. Because of its high volumetric efficiency, the pumps can be used to dose fluids, eliminating the need for an additional metering pump.  Efficiency: The U2 ND pump reduces slip, which occurs when fluids move backward from the liquid flow due to internal clearances. Lower slip means more efficiency, reducing the need for higher horsepower motors. Also, the series can process fluids over longer spans due to its high-pressure capability, which reduces the need for multiple pumps in these applications. Reliability: WCB is a proven and trusted global brand dating back to the 1880s. The pumps are made with durable, corrosive-resistant materials compatible with industrial environments. A robust design, equipped with industrial flanges or sanitary fittings, ensures manufacturers can choose the configuration to meet their needs.  Additionally, an extensive sales channel and domestic manufacturing footprint support this pump series, enabling quick deliveries on standardized parts across the entire Universal pump product line. The U2 ND series is complemented by the Universal Industrial 5000 series, which is tailored for users who require OEM (Original Equipment Manufacturer) seals for their industrial pumping operations. Julien Bassett, Pumps Global Product Manager: "Waukesha Cherry-Burrell has extensive experience offering pumps to customers built with their needs in mind. We wanted to expand our offerings to provide quality and durability of the SPX FLOW brand while catering to the unique needs of industrial manufacturers and their applications."

Read More

Engineering Tech, Construction

Comfort Systems USA Announces Acquisition

Business Wire | February 01, 2024

Comfort Systems USA, Inc. today announced that it has closed its previously announced transaction to acquire Summit Industrial Construction, LLC (“Summit”) headquartered in Houston, Texas. As previously disclosed, Summit is a specialty industrial mechanical contractor offering engineering, design-assist and turnkey, direct hire construction services of modular systems serving the advanced technology, power, and industrial sectors. Summit’s capabilities encompass a wide range of modular and site-based construction, including process piping, equipment setting, large pipe rack trestles, and related steel erection and specialty concrete work. Summit is a trusted supplier to some of the world’s largest advanced technology, power and industrial companies and is currently deployed on several major chip fabrication projects. Initially, Summit is expected to contribute annualized revenues of approximately $375 million to $400 million, and earnings before interest, taxes, depreciation, and amortization of $35 million to $40 million. In light of the amortization expense, Summit is expected to make a neutral to slightly accretive contribution to earnings per share in 2024 and 2025. Brian Lane, Comfort Systems USA’s Chief Executive Officer, commented, “We are delighted to announce the closing of our agreement to acquire Summit, an extremely capable provider of modular and other complex mechanical services. Summit brings a stellar reputation as a modular technology leader in growing end markets, including multiple ongoing and large semiconductor projects. We are happy to welcome Summit’s wonderful leadership team and excellent production and craft workers across many states, and we are confident Summit will continue to innovate and grow as a part of our network of world-class contracting companies. We are grateful that Summit has chosen to become part of Comfort Systems USA.”

Read More

Construction

VOLLERS, Inc. Enhances its Portfolio with the Strategic Acquisition of LAYOUT, Inc.

PR Newswire | January 02, 2024

VOLLERS, Inc. (VOLLERS), the holding company that owns or partners with quality construction services brands such as Vollers Excavating, HVI Services, Aspen Landscaping and Assuncao Brothers, Inc., proudly announces the acquisition of Layout, Inc. (Layout), one of New Jersey's most recognized construction survey firms. This acquisition broadens VOLLERS' array of services in the construction industry through its distinct and operationally independent entities. Brendan Murray, current President of VOLLERS, will expand his leadership role by assuming the role of President at Layout. Giuseppe Messina Jr., from VOLLERS, has been appointed as Vice President of Survey at Layout. James Flores, from Layout, has been appointed as Director of Project Management. "Success in construction is not just about project completion; it's about fostering a culture of efficiency, innovation, and excellence. We're not just building projects, we're building companies that lead the construction industry," states Brendan Murray. "Adding Layout, Inc. to the VOLLERS family of companies enriches our mission and enhances our service offerings across the entire construction community." Layout comes to VOLLERS as a robust business with a strong history of managing complex and substantial infrastructure projects in the region. The synergy between VOLLERS and Layout promises significant value for clients, combining VOLLERS' world-class management capabilities with Layout's surveying expertise to meet evolving market demands with industry-leading effectiveness. "I am very honored to be given the opportunity to bring these two well-respected organizations together," says Giuseppe Messina Jr. "I look forward to leading a diverse and talented team in our unwavering commitment and dedication to providing top-tier service in the Survey industry."

Read More

Spotlight

LeadMD

LeadMD

LeadMD is the #1 performance marketing consultancy that leverages best-in-class technology to make your vision actionable and your outcomes measurable. Breaking down the typical siloes of technology and strategy, LeadMD collaborates with clients to increase revenues, align teams and engage ideal cus...

Events

Resources