Kyle Lacy of Lessonly on Creating a Revenue-Driven Marketing Team

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.This episode is produced by New North.  New North is a strategic B2B marketing agency specializing in working with tech companies. Going beyond conventional tactics, we craft a personalized marketing strategy, conduct research, lay a solid foundation, execute dynamic campaigns, and continuously refine our approach through analysis. With New North, your small, scrappy marketing team transforms into a powerful growth engine, achieving your goals with less pressure and more precision.