Home > Companies > C-Suite On Deck > Q&A with Andrea Lechner-Becker, Chief Marketing Officer at LeadMD

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

MEDIA 7 | December 5, 2019

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

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D2L Unveils D2L for Business

PR Newswire | September 21, 2023

D2L, a global learning technology company, today announced the formal launch of D2L for Business – a corporate learning solution designed to maximize return on investment (ROI) in learning and help empower employers to attract, retain, onboard, and upskill their workforce. D2L for Business combines the benefits of an existing network of world-class education providers, skill development solutions, and expert consulting services along with D2L's world class Learning Experience Platform (LXP) and authoring tools, creating one integrated, easy-to-use corporate solution. The 2023 World Economic Forum's Future of Jobs Report predicts that 44% of workers' skills will be disrupted in the following five years – rising significantly from 35% in 2016. And, according to D2L's 2023 White Paper, 80% of U.S. adults expressed some interest in pursuing additional skills training over the next 12 months. "With recent rapid advancements in AI, the changing nature of jobs, and skills shortages, it's essential for employees to continue to upgrade their skillsets – and for businesses to offer the right learning to remain competitive in the talent market," said John Baker, CEO of D2L. "For over two decades, we've helped hundreds of organizations drive their business forward with the right learning for the skills they need. D2L for Business will help take our customers to the next level with a simple, seamless, and personalized mix of technology and services to help fuel a skilled workforce prepared to take on the future." D2L for Business helps employers maximize organization-wide learning ROI and their workforce's satisfaction, retention, and internal mobility through: Skills Mapping and Pathways: D2L for Business uses AI-driven algorithms and industry experts to help develop a comprehensive skills audit, map skills to careers, and identify custom learning pathways for desired careers and skill sets. This helps businesses create a skills pipeline aligned with business objectives, fill open roles, and close skills gaps. Network of World-Class Education Partners: D2L for Business can help businesses streamline their learning administration through a curated provider network of industry-leading universities, colleges, and training organizations. Employers can easily deploy a centralized catalog of career-aligned programs and courses to talent at every level of the organization. Customized Learning: D2L for Business can help businesses create and deliver their own customized digital learning experiences through D2L's LXP. This can enable organizations to rapidly scale and deploy learning that aligns with their strategic goals. Learning Analytics: D2L for Business offers built-in insights to help maximize businesses' ROI with a birds-eye-view into learner progress and outcomes. Employers can gather integrated, organization-wide data about course completion rates and employee skill development, and then make data-informed decisions to help ensure future-readiness. "When it comes to revamping your learning and development program, it's important to have a plan in place that's going to take your business to the next level, and into the future," said Melissa Stein, Officer of Learning & Development at Tompkins Financial. "Tompkins specifically chose D2L as its corporate learning platform for its flexibility, ability to provide content in all areas of learning, and its two decades of trends-focused, forward-looking innovation." D2L for Business can help empower companies to make their skilled teams a competitive advantage, future-proofing their organization to fuel growth. For more information on D2L for Business, please visit https://www.D2L.com/solutions/corporate/. About D2L D2L is transforming the way the world learns—helping learners of all ages achieve more than they dreamed possible. Working closely with clients all over the world, D2L is supporting millions of people learning online and in person. Our growing global workforce is dedicated to making the best learning products to leave the world better than they found it. Learn more about D2L for K-12, higher education and businesses at www.D2L.com.

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Education Technology

New Canvas Alignment Tool streamlines flow of data between One45 and Canvas learning management system

GlobeNewswire | September 14, 2023

Acuity Insights announces that its One45 product now offers a Canvas Alignment Tool, which streamlines the flow of data with Canvas – one of the most widely-used learning management systems (LMS) in higher education. This new tool allows programs to ensure that their curriculum mapping and facilitator reporting are consistent and accurate between the two systems. As a result, it reduces administrative burden, duplication of effort and reporting inconsistencies, ensuring program reporting meets accreditation standards with ease. This new tool will improve functionality and productivity for health professions programs that use both One45 and Canvas. "The Canvas Alignment Tool is an exciting addition to our groundbreaking One45 product. This tool combines complex data from diverse systems, delivering an efficient and effective solution for program administrators," says Rich Emrich, CEO of Acuity Insights. "This is yet another step in our strategy to enable program administrators to harness the power of data easily and effortlessly. We offer seamless integrations with leading education technology platforms in higher education. By doing so, administrators can gain valuable insights, ensuring both program and student success, without the hassle of making sense of data from various disconnected systems." What is One45? One45 by Acuity Insights is a comprehensive program management solution that allows health professions programs to simplify complex workflows, streamline accreditation, and enhance program assessment. Streamlined solutions for health professions programs One45 empowers programs with a dynamic, all-in-one platform that powers scheduling, curriculum management, assessment and evaluation, and MSPE processes with unparalleled flexibility. Simplified reporting tasks One45 solves tedious reporting challenges. It fully supports accreditation requirements in assessment, curriculum, clinical experiences, and Student Affairs, while effortlessly meeting day-to-day reporting needs. Seamless collaboration The One45 program management solution facilitates easy information sharing, collaboration, and communication among departments and learners alike. To find out more about the Canvas Alignment Tool, please read our blog post about integrating Canvas with One45. About Acuity Insights Acuity Insights is the leading provider of admissions assessment, program management, and analytics solutions for higher education. The company’s solutions help higher education institutions deliver on their mission holistically, considering the whole student, widening pathways into higher education, and ensuring both student and program success. Recognized as one of Deloitte’s Technology Fast 500 companies for 2021 and 2022, Acuity’s solutions are used by over 600 higher education programs worldwide. Its Casper situational judgment test (SJT), taken by more than 150,000 applicants every year, is the most widely used open-response SJT in higher education and is backed by almost 20 years of efficacy research. For more information, visit acuityinsights.com.

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