WIN
I'm Carrie Richardson, and this is WIN: a podcast for MSP owners and IT channel sales leaders who are done guessing at sales and marketing and ready to get good at it on purpose.
My co-host Ian Richardson and I have both sat on both sides of the table. Ian built and exited an MSP and I've spent 15 years building pipeline for MSPs and channel vendors.
Between us, we've made the calls, missed the quotas, and closed the deals that actually moved revenue.
Every episode we sit down with an MSP owner, a sales leader, or a vendor exec and ask:
How are you winning?
No theory.
No recycled advice you've already read on LinkedIn.
Just the actual plays IT channel leaders are running right now to land new logos, protect MRR, and build something worth selling one day.
New episodes weekly. Learn more about Fox & Crow Group at https://foxcrowgroup.com/
WIN
Pedro Lerma WINS by building brands while breaking barriers
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Pedro Lerma - EY Entrepreneur of the Year Nominee 2024
In this episode of "WIN: What's Important Now," host Carrie Richardson sits down with Pedro Lerma, the founder of Lerma, an innovative advertising agency based in Dallas. Pedro shares his entrepreneurial journey, from his early experiences in construction and bar ownership to creating impactful Super Bowl commercials.
As a nominee for EY Entrepreneur of the Year, Pedro discusses the significance of leadership, the role of technology in advertising, and his commitment to representing underrepresented groups in his work.
Tune in for insights on building a successful business, embracing innovation, and the power of inclusive storytelling.
Episode Highlights:
- Pedro Lerma’s early exposure to entrepreneurship through his uncle’s construction company.
- The journey of starting and selling a bar in Wichita Falls, Texas.
- Building a digital practice within The Richards Group in 1998.
- Launching Richards Lerma and eventually becoming independent in 2021.
- The impact of having commercials in the Super Bowl for "He Gets Us" and avocados from Mexico.
- Embracing technology and innovation, including the use of AI to address bias in advertising.
- The importance of leading brand storytelling with underrepresented groups.
- Advice for aspiring entrepreneurs in the advertising industry.
Guest Quotes:
- "I embraced this idea of loving change and not being afraid of it."
- "Lead your brand storytelling with the underrepresented, and you will absolutely connect with that group, but it has a halo effect that will appeal to much broader audiences."
- "Study leadership, learn to be a great communicator, and take risks early in your career."
Guest Information:
- Name: Pedro Lerma
- Title: Founder of Lerma, Advertising Agency
- Website: Lerma Agency
- Notable Recognition: EY Entrepreneur of the Year nominee, Advertising Age’s Small Agency of the Year 2022 and 2023
Links and Resources Mentioned:
- Lerma Agency: Lerma Agency
- "He Gets Us" Campaign: He Gets Us
- Advertising Publications: Ad Week, Advertising Age
- Books Recommended by Pedro:
- "How to Win Friends and Influence People" by Dale Carnegie
- "Primal Leadership" by Daniel Goleman
Carrie Richardson and Ian Richardson host the WIN Podcast - What's Important Now?
They are the co-founders of Fox & Crow Group, a software development company building growth platforms for MSP and IT channel businesses.
Learn more at:
Fox & Crow Group - the MSP Sales Process platform and all-in-one CRM solution
Fox & Crow Instinct - the MSP Decision Intelligence Platform for IT Channel Vendors
Fox & Crow Jackdaw - Competitive Intelligence Reports on Demand for MSP businesses
Be a guest on WIN! We host MSP channel founders, executives and sales and marketing leaders who are willing to share advice with other IT channel firms on how to build, grow or sell a business using examples from their own experience.
