From Start to Exit: A Tech Startup Story with ContentCal
In episode 21 of the Tech Startup Stories Podcast, our host, Natalie Binns sits down with Andy Lambert, one of the founding members of ContentCal (now Adobe), to openly talk through the rollercoaster of highs and lows of building a startup from scratch, navigating growth after funding, and ultimately finding the right exit.
Listen to the Podcast
Available on Spotify, Amazon Music, Apple Podcasts, and YouTube.
ContentCal started out as a Marketing Services Agency before the team focused on building the platform that would become a successful tool used by so many businesses. At the time, Andy and his team were simply trying to make their own lives easier, they were managing content for multiple clients and it was messy, chaotic, and entirely reliant on clunky spreadsheets, long email threads, and last-minute approvals. So, they built a better system for themselves that helped plan, collaborate and streamline the entire content process.
Once others in their network started asking to use the tool, they realised this was no longer just an internal fix, it was the start of something much bigger.
Building around a real need
What made ContentCal stand out in the early days was its ability to solve a very frustrating problem experienced by so many. Rather than rushing into funding or overbuilding the product, the team focused on getting the basics right. The goal was always to create something useful, and something that replaced confusion with clarity and chaos with collaboration.
Andy shared how staying close to users, listening to their pain points, and making thoughtful improvements gave the team the clarity they needed to avoid the trap of overcomplicating the product. Every decision, from product development to brand messaging, was made with the end user in mind. This customer-led approach gave ContentCal a strong foundation in a busy Martech space, helping them grow without the need for big advertising budgets or expensive tactics.
Growth beyond product
As the product matured, so did the team’s ambition to grew the organisation and ContentCal grew steadily. Much of the business traction came from trust, referrals and customer relationship building. Andy explains how content and education played a crucial role in building that trust, through webinars, blog posts, community engagement, and live product walkthroughs at event. Rather than relying on performance marketing, they doubled down on value-led content, helping users understand not just how the product worked, but why it mattered.
The exit and what came after
ContentCal’s acquisition by Adobe marked a major milestone in the journey, but Andy is clear that the exit was not the original goal. It was a natural outcome of doing the right things for the right reasons, consistently and over time. The acquisition brought new opportunities and challenges, giving the team a platform to bring their ideas to a global audience.
Andy talks about the emotional side of exiting, the shift from founder to employee, and the learning curve that comes with joining a much larger company. He shares candid insights about what it means to build something, let it go, and transition into the next chapter, something many founders think about but rarely discuss openly.
Lessons from the journey
Throughout the conversation, Andy talks about the importance of storytelling when building a brand, the role of patience when nothing seems to be moving quickly enough, and why resilience matters far more than speed or funding in the early stages.
One of the most powerful takeaways from Andy’s journey is the idea that you do not need to have everything figured out before you begin. ContentCal started with a handful of people, a spreadsheet problem, and a willingness to learn on the job. What mattered, in their journey was the willingness to build, to listen, and to adapt.
Listen to the Podcast
Available on Spotify, Amazon Music, Apple Podcasts, and YouTube.
ContentCal, now Adobe, has helped thousands of teams manage content more effectively and collaboratively. To learn more or connect with Andy Lambert, visit LinkedIn or explore his latest projects and insights.
