205: Who BDRs report to and where growth comes from at Lessonly

Kyle Lacy joins Collin Stewart on this episode of the Predictable Revenue Podcast.  Kyle Lacy is the Chief Marketing Officer at Lessonly, where he applies the lessons learned while working at a venture capital firm, during an IPO, and through an acquisition by one of the largest software companies in the world to drive revenue. Highlights include: why BDRs at Lessonly roll up to marketing, not sales (1:29), compensating marketing employees on overall revenue (12:10) and how they attribute revenue (14:10), where Lessonly’s commercial growth comes from (19:10) and where enterprise growth comes from (23:17), constantly experimenting and evaluating sales and marketing channels (29:30), leveraging direct mail (34:32), and why Kyle wishes he’d hired a product marketer sooner (40:16).   SHOW NOTES:  I Predicted Marketing Automation & It Changed Everything — Here’s What’s Next with Jon Miller   How to align marketing and sales to increase revenue with keynote speaker and expert business coach Jeff Davis   Strategic Alignment: Driving Communication, Cohesion, and Adoption across Sales and Marketing   Pods - The fastest way to build an Outbound SDR Team https://bit.ly/3gArLOl