The Distributed Authority Playbook

Hey, it’s Regina from Profigent!

I’ve just finished analyzing how Lemlist hit $37M ARR with a 10x LTV/CAC ratio, and one thing surprised me the most.

It wasn’t ads.

It wasn’t a fancy funnel.

It was how their team uses LinkedIn as a distributed acquisition machine.

Not just founders posting here and there, but 10+ people publishing consistently, each covering a different vertical.

The impact on brand, hiring, and pipeline is wild.

So I broke down their entire system into a clear, actionable playbook you can use.

Grab the PDF here 👇👇👇

The 10x LTV/CAC Secret

Most B2B companies rely on a corporate page. Lemlist relies on Personal Brands.

By empowering 10+ employees to post, they have built an acquisition channel that generates $37M ARR with a 10:1 LTV/CAC ratio.

This isn't about ‘going viral.’

It is about building trust so deep that they spent €0 on headhunters to build their entire C-Suite.

Here is the operational blueprint based on 12 months of their actual activity.

📌 PART 1: The Content Role Matrix

The Strategy: Don't let everyone talk about everything.

Assign ‘Verticals’ to specific leaders to cover the entire market.

As defined by Charles Tenot (CEO):

Result: They have 10+ people writing, totaling over 300K+ combined followers.

✍️ PART 2: The Co-Writing Protocol

The Problem: Executives are busy, but generic content kills trust.

The Fix: The ‘Expert-Led’ Ghostwriting workflow.

Charles Tenot explicitly mentioned that while he rejects lazy outsourcing ("someone with zero experience pretending to be me"), he does use a "Personal Branding Assistant" and AI to scale his output.

They use a specific 3-step Co-Writing Process to maintain volume without losing the expert's voice:

1. Capture (The Expert): The CEO uses Taplio to save ideas or writes rough "brain dumps" based on real operational challenges.

2. Drafting (The Partner): The assistant (or AI) turns these raw insights into a structured post, optimizing the hook and flow.

3. Approval (The Expert): The expert does the final review to ensure the nuance is correct.

The Rule: I don't want someone pretending to be me. I want someone helping me amplify my voice. (Authentic Co-Writing).

🤝 PART 3: The Zero-Cost Recruitment Engine

The Problem: Hiring executives is expensive (20-30% agency fees).

The Fix: Use the Personal Brand as a talent magnet.

Lemlist built their entire executive team without spending a euro on agencies. They treat their content as a hiring funnel.

• The Proof:

  • Oriane (Chief of Staff): Referred through network

  • Yann (VP Sales): Joined via inbound/referral

  • Guillaume R. (Eng): Followed Charles' content, hired in 2 weeks

  • Erwan: Reacted to posts -> DM’d -> Hired

The Tactic: Post detailed breakdowns of how teams work (e.g., ‘How we hit a 9.1 eNPS’). This filters for candidates who align with the culture before they even apply.

🏆 PART 4: Incentives & Alignment

The Problem: Why should employees post?

The Fix: Align personal growth with company growth.

Lemlist does not pay cash per post. They align incentives differently:

1. Internal Promotion (The "Kevin" Model):

   Kévin Moënne-Loccoz started as an intern.

   Because he built his authority and skills publicly, he is now a VP.

   The incentive is rapid career velocity.

2. Profit Sharing:

   Guillaume implemented a company-wide bonus (mentioning €12k-15k per employee in good years) based on profit, not vanity metrics like "likes."

   This ensures everyone pushes for revenue, not just reach.

3. Slack Alignment:

   A dedicated Slack channel for the leadership team ensures everyone is aligned on the wins, struggles, and "Big News" of the day, so the narrative is consistent across all personal profiles.

🛠 PART 5: The Tech Stack

The tools explicitly mentioned by the leadership team to power this engine:

• Taplio: For idea capture, scheduling, and analytics (Charles mentions this repeatedly).

• Lemlist (Dogfooding): They use their own tool to run candidate outreach and BDR coaching challenges, turning their usage into content.

• Claap: Used to record meetings and turn conversations into content/context.

🏁 Summary for Implementation

To replicate Lemlist:

👨‍🏫 Split the team into specific content verticals (don't overlap).

👻 Adopt a Co-Writing workflow Expert captures ideas, Partner/AI structures them.

💰 Share hard numbers Revenue, eNPS, Failures to build trust.

🚀 Transform content into a funnel for both Talent and Revenue.

P.S.

Want the Lemlist result without the operational nightmare?

Most teams fail because they lack the time to run it.

We build the infrastructure for you.

From the Content Matrix to the Co-Writing Workflow, we turn your team into a revenue channel in just 30 minutes/week.

With ❤️ to your growth,
Regina