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

Company: Chemical
Location: Houston, Texas
Posted On: 05/02/2024

Q&A with Andrea Lechner-Becker, Chief Marketing Officer at LeadMDDecember 5, 2019 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 LEADMDLeadMD 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.comSangram 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.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.Amy Barzdukas, EVP and Chief Marketing Officer at Poly is a -marketing and communications leader with extensive experience in setting strategy, shifting perceptions, advising customers, digital marketing, revenue marketing, integrated marketing communications, and public relations in highly competitive product arenas.Amy is known for her ability to create and execute winning turnarounds on a global scale.MEDIA 7: What inspired you to get into marketing?AMY BARZDUKAS: I was always destined for marketing, even if I didn't know it. As a child, I collected promotional brochures. I was fascinated by how the words and pictures were used to drive action. My first job was as an advertising copywriter, and I've never looked back.M7: How is Poly redefining the video conferencing experience for modern businesses?AB: -We're in an unprecedented time of change in our industry. Voice and video services are moving to the cloud, and companies are changing how they approach their communications needs. Poly is the largest provider of the devices - video conferencing, audio conferencing, headphones and desk phones - you use to connect to these services so you can collaborate with your colleagues. That uniquely positions us to shape the video conferencing experience, and we're doing so in four ways.First, Poly has made both the Zoom Rooms and the Microsoft Teams video conferencing experience better than ever with our radically simple Poly Studio X video bars that deliver these experiences with no PC or Mac required. We've got decades of experience in understanding what makes meetings more human - for everyone in the room and those dialing in from other locations - and we've packed all of that into easy-to-install, easy-to-manage, and easy-to-use all-in-one powerhouses.Second, we are bringing the world of AV and video conferencing into the modern app economy. Our Studio X series and Poly G7500 video conferencing devices run a common platform that can be updated and enhanced through a series of regular software updates. This Poly platform, built on Android, can run applications like a smartphone does today.Third, Poly has introduced innovation that makes any video conference better. Our new Poly MeetingAI features use AI and machine learning to address the distractions that hit your senses in a meeting. We make it easier to hear what's being said by blocking out the annoying noises that people make while talking, and we make it easier to see what's going on in the room with the most advanced speaker tracking and framing, and our built-in production rules.Finally, we are pricing our solutions in a way that completely resets the calculations on what it costs to outfit a room. The Studio X30, for huddle room and smaller spaces, costs just about $2,100, including the Poly TC8 touch controller. All you add is the cloud service and a monitor, and you have a room up and running for under $2,500. That's easily under the cost of other solutions and with better audio and video quality.Charter Next Generation - January 30, 2024Charter Next Generation (CNG), a leading provider of sustainable films, announced that it has expanded its GreenArrow portfolio with a new line of cavitated polyethylene (PE) films. Developed in collaboration with VOID Technologies (VOID), the new recycle-ready films meet the rapidly growing demand for flow wrap and confectionery applications. Using VOID's patented VO+ PE Voiding Agent Masterbatch and Machine Direction Orientation (MDO) film processing, CNG has successfully developed high-performing PE film structures that are opaque yet compatible with existing PE recycling streams making more packaging suitable for recycling.Adoption of MDO PE film is a rapidly growing industry trend as it enables recyclable, high-performing flexible packaging. By using VO+ Masterbatch, CNG can now produce thin gauge voided MDO PE films that offer a combination of low density and high opacity not achievable with mineral additives such as TiO2 pigments or CaCO3 cavitation agents. This innovation creates a unique PE-based recycle-ready alternative to conventional PP-based substrates that often require biaxial orientation."CNG continues to raise the bar and re-invent packaging with a sustainability-first mindset. Using VOID's patented VO+ technology enables us to achieve the high opacity, ease of processing, and recycle-ready performance we are targeting for these films. This in turn allows our customers to reduce their use of virgin materials and process their packaging in existing polyethylene film recycling streams," said Brent Greiner, Vice-President of Technology at Charter Next Generation.The VO+ PE Masterbatch is added to PE resin to create nano and micro-scale voids, reducing density and creating high levels of opacity via light scattering through the voided structure. VOID's latest VO+ PE Masterbatch product is compliant with direct food contact standards in North America and Europe and has passed key recycling standards.James Gibson, CEO of VOID Technologies, commented, "CNG is a highly innovative and forward-thinking company. We are delighted with this collaboration and to be part of launching this new generation of recycle-ready voided PE films. As we look to the future, we are excited to be working with CNG across a range of projects that directly address sustainability and recycling targets."About Charter Next GenerationCharter Next Generation (CNG) is North America's leading producer of highly engineered solutions used in the food, consumer, healthcare, and industrial markets. Committed to a sustainability-first approach, CNG leverages material science to engineer materials that help companies meet and exceed their sustainability goals. Known for world-class manufacturing capabilities and an innovation-driven approach, CNG operates fifteen facilities and employs over 2,200 employees and is a proud partner of Ownership Works-a nonprofit partnering with companies to enable shared ownership, granting employees a stake in the value they create.About VOID TechnologiesVOID is a materials science company accelerating the transition to more sustainable plastics and packaging. The company combines its VO+ cavitation technology and R&D labs to help plastic and packaging companies rapidly develop new innovative products with a reduced environmental footprint. VOID's extensively patented VO+ technology was first conceived as part of a research initiative at Kimberly-Clark. Soon after, in 2015, VOID was launched as an independent company. Today, VOID has R&D labs and a compound manufacturing facility based in Neenah, Wisconsin (USA) and has commercial teams in Canada, France, and the UK.LyondellBasell and MSI Technology, LLC announced they have entered into an agreement for MSI Technology to serve the LyondellBasell Polybutene-1 (PB-1) resin line into consumer packaging applications for North America. MSI Technology is also the sales representative for the LyondellBasell Plexar product line. The expansion of the relationship is a strategic fit relative to the markets MSI Technology serves today. MSI Technology will use its technical sales approach combined with its current specialty product portfolio to enhance offerings to customers in consumer packaging.LyondellBasell PB-1 resins are commonly used in consumer packaging applications for easy-open packaging and film modification for seal initiation temperature providingBroad seal-peel temperature rangeConsistent and reproducible peel performanceAdjustable peel force to end-use requirementsSimilar initiation and propagation peel force"Whitening" with "Smooth & Clean" peel surfaceGood seal integrityEasy processabilityUsable in blown film, cast film, extrusion coating and sheet extrusion"At LyondellBasell, we're passionate about creating solutions for everyday sustainable living," said Palmer Giddings, vice president Polymers at LyondellBasell. "Collaborating with MSI Technology on innovative packaging solutions is a major step forward in achieving that goal.""We are thrilled to expand our collaboration with LyondellBasell," said Brian McCaghy, president of MSI Technology. "The PB-1 resins align perfectly with our mission to provide specialty polymers and solutions to the packaging industry."The PB-1 resin line is part of MSI Technology's product offerings. The company also provides clients with access to dedicated sales and technical service specialists who provide guidance on technical resin selection to meet customer requirements.About LyondellBasellWe are LyondellBasell - a leader in the global chemical industry creating solutions for everyday sustainable living. Through advanced technology and focused investments, we are enabling a circular and low carbon economy. Across all we do, we aim to unlock value for our customers, investors and society. As one of the world's largest producers of polymers and a leader in polyolefin technologies, we develop, manufacture and market high-quality and innovative products for applications ranging from sustainable transportation and food safety to clean water and quality healthcare.About MSI Technology, LLCMSI Technology specializes in the sales, marketing, and development of specialty polymers. Our product lines include: Plexar tie-layer adhesives (manufactured by LyondellBasell), SPS peelable sealants, and SpeciPurge purging compound. MSI Technology and its sister company, Soarus LLC, are located in Arlington Heights, IL. Soarus markets Soarnol), ethylene vinyl alcohol copolymer (EVOH), (manufactured by Mitsubishi Chemical Group) into North and Latin America. The two companies together provide sales and technical service for specialty polymers focused on the packaging market.Lummus Technology, a global provider of process technologies and value-driven energy solutions, announced a major investment in Resynergi, a pioneering leader in plastic recycling technology, to scale production of Resynergi's modular Continuous Microwave Assisted Pyrolysis (CMAP) technology. CMAP converts plastic waste into reusable materials at a rate 20 times faster than traditional pyrolysis methods. Lummus' President and Chief Executive Officer, Leon de Bruyn, will also join Resynergi's board of directors."Lummus' is not only investing in Resynergi, we are partnering with true innovators to develop and scale sustainable solutions that advance the circular economy," said Leon de Bruyn, President and Chief Executive Officer of Lummus Technology. "Combining our global licensing expertise with Resynergi's proven CMAP technology will help us accelerate the conversion of plastic waste into high-quality, reusable material. I also look forward to collaborating with Resynergi's team and the board of directors to help reduce the carbon footprint of conventional plastics production and meet the growing demand for recycled plastics.""The investment from Lummus, along with their global licensing expertise, will allow us to scale our innovative recycling technology and collectively reduce our dependence on fossil fuels by addressing plastic waste and accelerate plastic circularity," said Resynergi Chief Executive Officer Brian Bauer.With an estimated 70% growth in plastic waste by 2050, Resynergi's modular CMAP technology is positioned to scale waste conversion creating positive social and environmental impact.Key Resynergi CMAP Technology HighlightsModular Design - allows for rapid deployment and scalability, making advanced recycling more affordable and versatile.Compact Footprint - 10X smaller reactor footprint and system-on-a-skid design eliminates local waste management and municipality's typical square footage requirements for a "recycling plant."Rapid Time to Value - Modules scale horizontally, allowing deployment and start up in weeks, rather than years.Faster Conversion - Harnessing microwave energy, plastic molecules are broken down 100X faster than traditional pyrolysis reactors.High Quality Output - Oil products that meet standards set by refinery partners for chemical recycling.Clean Energy Efficiency and Environmentally Friendly Process - CMAP generates clean products with up to 68% CO2e reduction.About Lummus TechnologyLummus Technology is the global leader in developing technology solutions that make modern life possible and focus on a more sustainable, low carbon future. We license process technologies in clean fuels, renewables, petrochemicals, polymers, gas processing and supply lifecycle services, catalysts, proprietary equipment and digitalization to customers worldwide.About ResynergiResynergi, headquartered in Rohnert Park, CA, is an advanced recycling technology company accelerating plastic circularity to protect human health and the environment. Its innovative, scalable and environmentally efficient Continuous Microwave Assisted Pyrolysis (CMAP) technology reduces fossil-based resource dependency by converting plastic into its molecular building blocks to be used to create new materials. Resynergi works with recycling organizations to secure used and hard-to-recycle plastics, effectively diverting millions of pounds of plastic from landfills and oceans. Its proprietary process creates clean, liquid hydrocarbons serving as feedstock for the synthesis of new plastics.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...
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