💜 Will Allred

Lavender

Lavender helps companies get the most pipeline possible from email.

We understand what drives replies. We help you know: what to say and how to say it, based on who you're talking to. We turn this understanding into pipeline via two products: our coach (active in 30k+ inboxes) and our agentic platform, Ora.

The coach is the perfect writing companion for your top accounts.
Ora tees up tailored 1:1 drafts or it can run autonomously.

We build AI that feels like AI.

Set up your first self learning agent in minutes: Ora.Lavender.ai

Co-Founder & COO

LavenderLand

A show where I answer real email questions with the help of some not so real friends.

Watch at https://lavender.ai/land

Host of "Ask Allred" on LavenderLand

Sorter

Sorter’s internal AI, CATIE( Creative Algorithms for Text and Image Enhancement) blends behavioral sciences with cutting edge data science and natural language processing enabling you to easily apply an objective science to the art of communication. 

We help create better content faster.

Fueling the backend of our platforms for healthcare,  marketing, sales, and HR, CATIE analyzes and determines  what distinguishes top-performing campaigns from baseline and under-performing content within your audiences.

Sorter (sorter.com): 1:Many Communications
Lavender (trylavender.com): 1:1 Communications

TopRight

TopRight is a strategic marketing firm based in Atlanta practicing Transformational Marketing. Our work puts the customer first through TopRight’s 3S Methodology. We help companies; define a Story that motivates customers to care, buy and stay, develop a Strategy that gets the right message to the right customers at the right time, and enable the Systems needed to execute on those winning Strategies.

In my time at TopRight, I have served as support and run several internal, partnership and client projects. Below, I have outlined a few highlights from my time as a Senior Associate and the head of HR at TopRight:

I currently lead all technology-focused initiatives and projects within TopRight. This includes: 
• Helping clients assess the best possible marketing systems. This includes technology sets, the people running those systems and the processes that enable them.
• Currently managing TopRight’s technology partnerships. 
• Running day-to-day execution of our clients' digital marketing needs.

I am also on a TopRight's team of three working on the launch of a client's groundbreaking ICO and future blockchain application that is set to redefine the private equity market. My role on the project is focused on the creation of the client's whitepaper, buzz-creation (aka marketing the launch), and general support. 

As a core member of TopRight’s internal marketing team, I assist in TopRight’s inbound marketing strategy execution including campaign ideation, content creation, influencer outreach, and funnel conversion strategy and tactics.

As part of a larger initiative to improve internal processes, in addition to my role as a Senior Associate, I am serving as the HR Coordinator. This role has required:
• The creation of an employee handbook to help define and shape company culture
• Improved meeting processes
• Improved recruiting processes
• An initiative to improve team dynamics through the better analytical management of skillsets, capacity, and personality.

Senior Associate

As an Associate at TopRight, I served as support and run several internal, partnership and client projects. Below, I have outlined a few highlights from my time as an Associate at TopRight:

• Led a grassroots, multi-channel campaign for a non-profit to support free speech from ideation, through research, to creation.
• Managed the relaunch of the TopRight website. 
• Helped in the brand relaunch of a Marketing Technology Operations Company in ~30 days. Our teams are also currently leading a multi-channel, co-branded campaign.
• Helped multiple clients assess the best possible marketing systems. This included technology sets, the people running those systems and the processes that enabling them.
• Assisted a multi-billion dollar Telco in establishing a partnership alliance program for the software industry.
• Currently leading an initiative to improve internal operations and efficiencies.

Associate

In my time as an Analyst at TopRight, I served as support and run several internal, partnership and client projects. Below, I have outlined a few highlights from my time as an analyst at TopRight:

• On a team of two, my team helped rebrand a supply chain management software company. With a new brand narrative and a revised corporate sales deck, the company saw three consecutive record-breaking quarters of sales growth.
• Helped multiple clients assess the best possible marketing systems. This included technology sets, the people running those systems and the processes that enabling them.
• As a core member of TopRight’s internal marketing team, I assist in TopRight’s inbound marketing strategy execution including campaign ideation, content creation, influencer outreach, and funnel conversion strategy and tactics.

Analyst

YoVo

I was working on Yovo in the background for a while. I learned loads about entrepreneurship working on this project, but ultimately I could never get it off the ground. The idea was simple: 
- resumes are ineffective at screening 
- recruiting calls are filled with human error/bias

Using voice analytics, the plan was to help hiring mangers make smarter decisions by giving an objective look at conversations.

I was able to spin up exciting conversations in the enterprise, but eventually, I decided to focus my time and energy into Sorter.

First Founder Attempt

Healthgrades

Worked with Healthgrades as an initial member of their Elective Provider Solutions team. After building out the initial pipeline for Healthgrades direct sales model. We consulted with heads of marketing for enterprise level specialty practices to help design digital marketing solutions to best utilize Healthgrades.com. 

Tweaking and building upon market insights for our products- we were able to design action oriented campaigns for practices and their physicians. The challenge was not only to create campaigns that would succeed, but to create campaign designs that would sell in a market adverse to change. Through our work we found it was important to help providers:

 1. Make practices and providers more discoverable, 
 2. Increase new patient acquisition, 
 3. Enhance practices and providers' online reputations.

These were the three things we could do most effectively for our clients. 

At Healthgrades, there is a "healthy obsession" with driving a ROI for clients. So by working in concert with our clients, we help maximize their ROI by learning from our current marketing efforts, and making the proper adjustments as needed.

In my tenure there, I was:

•a top revenue producer on my team
•able to uncover optimization strategies not only in product design, but also sales and marketing strategy for both Healthgrades and clients
•built out entirety of the direct sales pipeline
•cultivated relationships with agencies and practices

Healthgrades is backed by Vestar Capital Partners, as is the top site for rating doctors and hospitals. Truly on the cutting edge, it is where America goes to find a doctor.

Manager: Elective Provider Solutions

As a summer sales intern, I served as CEB's first interaction with HR executives. Cold calling on a territory of 100 HR executives, based in firms with annual revenues ranging from 50-750 million dollars, I was able to effectively introduce C-suite executives to CEB's valuable advisory resources. 

As an intern team, we were tasked with helping recruiting with their outreach to prospective employee's. We designed potent marketing material driving the impactful value of one's work at CEB, and the advantages of being a member of CEB's motivated workforce. 

CEB is the leading member-based advisory company. By combining the best practices of thousands of member companies with our advanced research methodologies and human capital analytics, we equip senior leaders and their teams with insight and actionable solutions to transform operations.

CEB offers comprehensive data analysis, research and advisory services that align to executive leadership roles and empower clients to focus efforts, move quickly, and address emerging and recurring business challenges with confidence.

CEB trades on the New York Stock Exchange (NYSE: CEB).

HR Leadership Council

Northwestern Mutual

After working to attain my North Carolina Life, Health, and Disability Insurance, I worked with potential clients to develop financial solutions to achieve their desired long-term success. 

This is where I learned my love of sales and marketing, as I saw the impact I was able to have by effectively showing the benefits of Northwestern's Life Insurance products. Through this valuable experience, I was able to drive many never would be customers into the sales pipeline at Northwestern.

Financial Representative

Carrboro Capital

As a summer intern, I evaluated small, rapid-growth businesses in North Carolina for acquisition. I would forecast potential risks for the companies and report a pro/con analysis to my senior managers. 

Also as a summer intern, I was tasked with analyzing financial statements for potential acquisitions. My timing when joining Carrboro Capital was especially advantageous, as I witnessed the acquisition of the local retailer Southern Season.

Private Equity Summer Analyst

Kidder Properties

Working for the four employee (including myself) start up Kidder Properties, I was able to effectively work cross-functionally with a litany of responsibilities that wouldn't have otherwise been given to a person of my age and experience. 

In my first summer with Kidder, I assisted in the analysis and acquisition of approximately 50 foreclosure homes. Comparing acquisition costs and renovation costs with the projected income from renting and ultimately selling the home, I was able to produce ROI reports. After openly discussing the tangibles and intangibles of these potential assets with my supervisor and the CEO, we would come up with a judgment for the perspective home. 

In my second summer, my focus shifted to the operational side of the business helping to reduce costs and improve the overall quality of the rental properties we provided. After analyzing the past performances of different purchased assets, I would determine if budget changes needed to be made to improve the long-term quality and therefore profitability of the home. Also in my final summer with Kidder, I helped train and coach a successor to take my place.

Real Estate Acquisitions & Renovation Operations

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Lavender helps sales teams write better emails, faster.
Get started for free at Install.TryLavender.com. 
(Available in Gmail, Outlook 365, Outreach, and SalesLoft.)

Lavender is the ultimate email assistant. As a salesperson, it provides everything you need to quickly write, high quality emails.

Lavender's coaching dashboard gives revenue teams never before had insight into what's working in each reps' inbox.

$100k account: "So sorry I'm bugging you about this"

$500 account: "Hey loser, can we get a weekly 1:1 with your CTO to review our set up? Also, I just disputed the charge w/ Amex."

The 100k account that inspired this? Started as a $500 account.

Want fewer $500 conversations?

Ideal customer profile (ICP) is the solution

Having tiers to rank ICPs is the solution

Helping your team focus *accordingly*... is the solution

💜 🔮 Will Allred

Cofounder @ Lavender | Cold Email Agents Powered by Deep Research, Reasoning, and Billions of Analyzed Sales Emails

Customer called me the other day. First words out of their mouth:

Second thing was product feedback.

... I'll fight to the grave for these people

Lesson? Idk but we should "big dog" more often

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Yesterday, my wife asked me if I ever got the Sunday scaries. I said "Nope. Everyday is scary"

I feel insane that this is "sales advice"... but it's Friday. Ask your customer / prospect about their weekend plans... be a friggin normal human and connect w people on a deeper level.

You'll be amazed how much more fulfilling sales is when you're actually connecting with "people" > running another number through a process.

Drop your guard. Smile. Be yourself.

The person on the other end has a life outside of their 9-5... even if that 9-5 takes up 80+ hours of their week... (just means the value they place on the other hours is magnified)

Being in sales means to serve. Connection gives that service meaning.

Don't be a lame corporate robot.

💜 y'all

*Prompts ChatGPT* "Close a 7-figure deal before October. Don't make a mistake. Every time you make a mistake a puppy doesn't get to hear good boy"

Comment "puppy" and you can also learn the secrets to AI sales wizardry.

Where's the MEDDICC field for "joining from my phone so you can see the police officer pulling me over, sorry I'm gonna need to reschedule"?

I believe its next to the "sorry I've been unresponsive. been out after a family member passed"

A nice reminder - sales is *HUMAN*

How you respond is everything.

And remember, you can't derisk everything! No framework is perfect. 

Be careful w those commits ;)

CISOs hate him! 

See how one seller's killer cold calling tactic made it's way into my cyber security training.

Also I'm in a pinch. Can anyone text me some gift cards?

Everyone likes to say your cold email needs to answer "why you" and "why now"... but some of the best messaging comes from understanding "why *not* you/now"

Remember your biggest competition is prioritization.

Status quo wins because other fires burn brighter... Not because of a lack of awareness.

If messaging can't capture "is this a priority now" then it has to capture "this really isn't a big lift and could be worth slotting in"

Customer: Our total cold email replies are up big time Q2 vs. Q1, can you help me understand why?
Me: It's a few things! (Here's a TL;DR of the report I sent them last night)

1) Y'all cut down on automated email across all teams! This is huge because they were never helping you.

2) Your commercial reps are writing emails in 1/2 the time. At the same time, they sent fewer emails in Q2 and generated more replies. They're being way more efficient!

In Q2 they finally cracked double digit reply rates! ENT team is next ;)

3) Lavender's scoring models are adapting as your sellers are listening to it's recommendations. An "A" email in Q2, is generating 2x the replies of an email in Q1.

4) If y'all can finally kick your long sentence habit, you're in for another 50% to 2x lift in replies.

Context:
This is a customer selling to CISOs :)

turns out technical persona reply to emails... crazy thought

I know I'm supposed to talk about our new product Ora... but it's a nice reminder that the email intelligence layer still slaps. (I guess that powers Ora so it's related.)

But, ya I always hear folks say "I fiGuReD oUt tHe sCoRe"
You didn't.
I'm still trying to adjust to the new formality best practices.
It's a living breathing model powered by billions of emails.

Taplio

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