E26: Dynamic Duo: The Magic Of Fran Dev & Marketing Collaboration

Hosts: Michael Hyam and Liane Caruso  
Guests: Jim DiRugeris, SVP of Franchise Development, Amanda House, Director of Franchise Marketing from Lightbridge Academy

On the LFG Podcast, Lightbridge Academy’s Jim DiRugeris, Senior Vice President of Franchise Sales, and Amanda House, Franchise Marketing Director, shared valuable insights about how effective collaboration between fran dev & marketing departments can lead to franchise success.

The Fran Dev & Marketing Foundation: Trust and Shared Goals

The cornerstone of Lightbridge Academy’s successful sales and marketing alignment is trust. As DiRugeris emphasized, “I trust that everything Amanda is doing and working on, and promoting is to help put me and my team in an opportunity to succeed.” This mutual trust creates the foundation for everything else to work smoothly.

House described their partnership as “two halves of the same heartbeat,” highlighting that both teams need to function well for the brand to thrive. Rather than working in silos with separate KPIs, they focus on metrics that cross over and support each other’s objectives.

Key Elements of Successful Collaboration

Several important factors contribute to their effective partnership:

1. Shared KPIs and Access to Data: Both fran dev & marketing teams work within the same CRM system and have access to the same data. This transparency eliminates the “blame game” and creates accountability.
2. Open Communication: Instead of relying on monthly or quarterly check-ins, they maintain constant feedback loops. “There is no hesitation to tell me when something is or is not working, and that’s how I want it to be,” House explained.
3. Unified Messaging: Marketing creates content and messaging that the sales team would actually use, ensuring consistency across the customer journey.
4. Strategic Partnership vs. Internal Vendors: They operate as strategic partners rather than internal vendors, breaking down the traditional silos between departments.

When Challenges Arise

When asked about potential conflicts, both executives emphasized that their relationship avoids the typical “head-butting” seen in many organizations because:

• They share responsibility rather than pointing fingers
• They focus on refinement and continuous improvement
• They educate each other about their respective areas of expertise
• They celebrate small wins along the journey, not just final outcomes

DiRugeris noted that how they communicate, especially in writing, is crucial: “I never take the approach of sending Amanda an email… saying ‘this must change, this has to change, this was wrong.’ It’s more about ‘I’ve been thinking, what are your thoughts?'”

Current Marketing and Sales Trends

The podcast revealed several current trends in franchise development:

1. Hyper-personalization: Mass messaging is no longer effective. House emphasized the shift toward highly personalized communications tailored to specific audience segments.
2. Evolving Messaging: The “be your own boss” messaging is being replaced by community-focused themes like “join our family” and “make a difference in your community.”
3. Targeted Ad Spend: Rather than broad campaigns, successful marketing requires targeted spending with lookalike audiences and suppression of underperforming targets.
4. Unit Economics: DiRugeris highlighted the importance of strong unit economics to support the sales conversations, noting that Lightbridge Academy’s financial performance has consistently improved year over year.

Technology Enabling Success

Both leaders discussed how technology supports their efforts:

• AI tools for personalization and efficiency
• Calendly for streamlining communication and scheduling
• Texting platforms for speed of communication
• Internal AI systems like “Bridge Assist” to support franchisees
• Data analytics tools like “Bridge View Analytics” that provide franchisees with critical business insights

The Shared Credit for Fran Dev & Marketing Success

When asked who deserves credit when a deal closes, House graciously gave credit to the sales team. DiRugeris countered with a more holistic view, giving “5% credit to sales, 25% credit to marketing, and the rest to the system,” acknowledging that even the best sales and marketing professionals can’t succeed without strong leadership and unit economics.

Conclusion: The Dynamic Duo Of Fran Dev & Marketing

The conversation between DiRugeris and House demonstrates that when sales and marketing teams truly collaborate with mutual respect, shared goals, and transparent communication, they create an environment where franchise development can flourish. Their relationship stands as a model for how these traditionally separate functions can work together to drive brand growth.

For franchise brands looking to improve their development efforts, breaking down silos and establishing trust between departments may be the most important first step toward sustainable growth.

Listen to the full episode now to hear more from Amanda, Jim, and the LFG Podcast team!