Alex was invited to Indianapolis to record a special episode from inside the amazing offices of Lessonly.com (which happens to be a former high school). Alex’s guest is Kyle Lacy, VP of Marketing and all-around badass marketing executive. What started as a generic talk quickly turned into a fantastic discussion about maintaining your company culture in your marketing and sales automation as we discuss Lessonly’s ‘Golden Llama’ Triggered Automation.

As Kyle and Alex were going through sound testing, they began recording because even the setup conversation was valuable.


Here’s what they covered:

  1. A specific type of automation entirely new to this podcast.
  2. Why it’s so important to ensure your culture shows through in any of your automated touch points.
  3. And, why the golden llama?

Bigger than Just Employee Training

“We help people do better work so that they can live better lives.”

Those who have a fast-growing team and cannot provide sufficient training.

If you have a new product or you have a new solution that needs to be rolled out to partners within a huge manufacturing ecosystem.

This is bigger than just employee training. What we’re talking about is the mentality of taking content that you created and maximizing its value.

Your content can be anything from teaching a group of people about your product or your team is showing off some new feature they’re utilizing.

You can always find an audience that can benefit from what you know.

Once you understand exactly what’s happening, you can then relay that in a nice digestible medium that works for your audience.

Video works for some people, slides work for others. Some people would rather to listen to your content as a podcast so they can go about their day while they learn.

The point is you want to take your content and deliver it to the right people at the right time in order to keep the high-performance going as you scale.

Best Performing Teams are Built off of Knowledge!

When people are trained well. They do better work, which means they are happier.

It’s really about empowering your entire team to give support the cause.

You need to provide competitive lessons to your salespeople. Talent will always look for new information and if your competitor is providing that then they’ll do what they can to join their team instead of remaining with yours. 

It’s about building an ecosystem around knowledge because the highest performing teams in the world are constantly learning and changing.

You cannot change rapidly when you have one person doing training for your company.

What we’re going to do show is how to snowball that into an Automation that supports a brand’s promise of creating high-performance employees by providing high-performance information. 

It’s not only about managing a team anymore, but it’s also about talent development and maintaining a high-quality environment that works for you and your company.

The Automation:

You can use the automation they discuss here internally. And even modify it to get creative.

Kyle and his team are taking their culture and using it for demand generation which is extremely powerful. Creating a high-performance team and scaling the culture with that concept in mind.

The High-Level Team Culture:

So they’re not just going to talk about an awesome automation and how it impacts revenue, but how that automation affects the culture at scale. What’s most important is maintain the culture that grew the company in the first place, and that’s exactly what they intend to show.

It doesn’t matter if you have three people or a hundred people or two thousand people. The only thing that matters is the experience. 

Your product is no longer the only thing that differentiates you from your competition. Products can be bought anywhere in our age, it’s the culture that attracts the clients.

Showcasing it the right way

Showcase who you are in your marketing and your automation that go around that, and keep true to it and stay true to it. So if something seems to be counter brand as you start to develop your marketing campaigns and this is something that, high-level marketers we struggle with of course every day.

It’s like, you know that yeah, you could maybe inch few more. Clicks or you know to increase the reach of that little bit further. If you did this, would it be along the same lines as your brand promises? That’s the question you got to ask and I think what we find as we go further in our past as marketers.

Is that the end result even if you did get that little extra mileage out of the campaign if you weren’t true to the brand, it’s not worth it.

Automation Maintaining Culture

No matter what your company does there are ways to show some style and depth.

Once you discover a way to differentiate yourself from your competition, the next hurdle is scaling your company while maintaining your uniqueness. 

The video below goes into more detail about how exactly to be unique at scale.

Keynote Speaker: Kyle Lacy • Presented by SpeakInc 

 

The Tools: What’s needed to execute?

  1. Salesforce.com
  2. PFL.com – triggered direct mail
  3. Autopilot.com
  4. Spray Paint
  5. 1000 little golden llamas

Setup: Step-by-step guide to creating this automation

  1. Use marketing automation software to sync with your CRM
  2. Use enablement software to train reps on how to use the automation within your CRM (we use Lessonly)
  3. When a contact reaches a vital part of the sales cycle… you trigger a direct mail
  4. You can build trigger actions using Autopilot that will alert PFL to send direct mail to a specific contact.
  5. PFL confirms the address
  6. PFL updates contact record in Salesforce with the Tracking number of direct mail

How can people find you, and who should go to lessonly.com to get started your product: