Really listen to your customers

What happens when a career in sports marketing leads to marketing automation, consulting, and eventually the CMO seat?

In this episode of the Society of Marketing Technology Consulting Podcast, Courtney Makara and Grant Gregorian sit down with Andrea Lechner-Becker, CMO at LeadMD, to explore her journey from working with the Phoenix Suns to becoming deeply immersed in B2B marketing, marketing automation, analytics, and consulting.

Andrea shares how her experience in sports entertainment shaped the way she thinks about customer psychology and measurement, and why B2B marketers need to connect marketing activity to meaningful sales outcomes. The conversation also explores the business side of consulting, including pricing expertise, packaging services, managing client expectations, and knowing when to establish clear boundaries.

In this episode, we discuss:

•  Andrea’s journey from the Phoenix Suns into B2B marketing and marketing automation
•  How she developed expertise across platforms like Eloqua and Marketo
•  What sports marketing taught her about customer psychology and buyer behavior
•  Why marketing analytics should connect marketing activity with tangible sales outcomes
•  What B2B marketers should actually focus on when measuring performance
•  Why consultants should price based on expertise and value, not simply hours worked

Andrea also offers an important perspective on what clients are really paying for. Consulting value is not necessarily determined by how long a task takes, but by the experience and expertise that allow a consultant to identify the right solution and deliver it effectively.

For MarTech consultants, agency professionals, and marketers considering a move into consulting, this episode provides a practical look at building expertise, communicating value, navigating client relationships, and understanding the business behind the technology.

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