What would happen if EdTech stopped chasing features and aligned around two simple goals: postsecondary readiness and clear ROI for districts?
Matthew Kennard, CEO of BetterLesson, joins Elana to unpack how EdTech can move beyond features and usage stats to what really matters: outcomes. He shares his path from finance to education, why accountability is essential for both vendors and leaders, and how outcome-based professional learning can drive real change. Together, they explore the Guskey framework, the need for resilient systems, and what it takes to partner with districts in a time of shrinking budgets and rising expectations.
Whether you’re a founder, a marketer, or a school leader, this conversation will push you to rethink how your work ties back to student outcomes.
What You’ll Learn
Why EdTech isn’t really B2B, and how that changes the ways we successfully market and sell
The two outcomes district leaders are truly held accountable for (and how vendors can support them)
How to use the Guskey framework to evaluate professional learning and product impact
Practical baby steps for moving toward outcomes-based measurement without a massive budget
Why building system resiliency matters more than point solutions in times of uncertainty
How to help district leaders become better storytellers of impact
Why It Matters
Districts are being asked to do more with less, while showing evidence of ROI and preparing every student for a postsecondary pathway. Vendors who only talk features or usage risk being cut. As Matt puts it, our industry has to simplify what matters and hold ourselves accountable to outcomes that truly move the system forward.
Resources Mentioned in this Episode:
BetterLesson
Outcomes-based professional learning and system solutions for districts.The Guskey Framework
Thomas Guskey’s five levels of professional development evaluation, referenced in the conversation around moving from “did you like it?” to measuring instructional and student impact.NAEP: The Nation’s Report Card
Background on current student outcomes that Matt and Elana reference when talking about the uneven results of ESSER spending.Virginia’s 3E Readiness Framework
An example of states defining success as enrolled, enlisted, or employed post-graduation.Matt Tower, Whiteboard Advisors
Cited during the discussion on systems change and policy perspectives in K–12.ClassLink
Mentioned in the context of the growing tech stack and how districts manage tool sprawl.Chris Lehmann, Science Leadership Academy (SLA)
Brought up as a school leader modeling systems-level thinking and innovation.Larry Ferlazzo
Referenced for his educator-focused writing on classroom practice and outcomes.Richard van der Blom
LinkedIn insights on social selling; Matt and Elana point to his work as a useful lens for thinking about how leaders and vendors tell their story of impact.Get in touch with Matt: LinkedIn | BetterLesson LinkedIn
Elana Leoni, Host
Elana Leoni has dedicated the majority of her career to improving K-12 education. Prior to founding LCG, she spent eight years leading the marketing and community strategy for the George Lucas Educational Foundation where she grew Edutopia’s social media presence exponentially to reach over 20 million education change-makers every month.
Matt Kennard, Guest
Matt Kennard is the CEO of BetterLesson. He is the former CFO & Head of Operations for LearnZillion, a K-12 digital core curriculum provider based in Washington, DC. During his tenure at LearnZillion, Matt oversaw the company’s expansion in Math, ELA, and Science curricular offerings through meaningful partnerships with leading OER curriculum providers, including Illustrative Mathematics and EL Education.
Matt has deep experience in finance, strategy, and technology. He has also served in FP&A, capital management, and strategic FP&A roles for Rackspace, Inc. and the TJX Companies. Matt received his B.A. from Yale University before studying Accounting and Entrepreneurship at the University of Chicago Booth School of Business. He currently resides in San Antonio, Texas.
About All Things Marketing and Education
What if marketing was judged solely by the level of value it brings to its audience? Welcome to All Things Marketing and Education, a podcast that lives at the intersection of marketing and you guessed it, education. Each week, Elana Leoni, CEO of Leoni Consulting Group, highlights innovative social media marketing, community-building, and content marketing strategies that can significantly increase reach, relationships, and revenue.
Rate, Like, and Subscribe
Let us know what you thought about this episode by rating and reviewing our podcast. Click here, scroll to the bottom, tap to rate with five stars, and select “Write a Review.” Then be sure to let us know what you loved most about the episode! Also, if you haven’t done so already, subscribe to the podcast to be notified when we have more content to share with you.