Four people,
twenty-one days.
Who I am reaching at Ryder, in what order, on what channel — and every message verbatim. Nothing else.
| Account | Selling | Wedge | Written |
|---|---|---|---|
| Ryder System, Inc. (NYSE: R) | Whatfix — digital adoption platform | Provable training evidence for a frontline workforce | August 2026 |
01 · Who I am reaching
H1Four contacts, and the order I open them
| Person | Title | Role in deal | The one thing I say to them |
|---|---|---|---|
| Eliza A. Fendell Waltham, MA linkedin.com/in/eafendell | Director, Technology Change Enablement | Champion (my first door) | You took Workday HCM and Finance to 96% adoption and built #LearnWithRyder to 95% activation. You did it by hand. What did that cost you? |
| Kristen Frankovich Miami–Fort Lauderdale linkedin.com/in/kristen-frankovich | Director, Training and Development | End user / influencer | You build in Articulate for a workforce that is mostly not at a desk. Completion is not the same as capability. |
| Rajeev Ravindran Miami, FL linkedin.com/in/rajeev-ravindran-8b7b9373 | EVP & Chief Information Officer | Technical buyer | You moved tier-one RPA into the business and said the future is self-service. Self-service only works if the app teaches itself. |
| Frank Lopez Miami, FL linkedin.com/in/frank-lopez-27b90014 | EVP & Chief Human Resources Officer | Economic buyer | Labor relations is in your remit. "Was the person trained" and "can you prove what they were trained on" are different questions. |
Order, and why
- Eliza opens, and it is not close. She personally led change management for the RyderUnify Workday HCM and Finance implementation to 96% adoption across the US and Canada, ran the Workday Wednesday series, carried Workday adoption through four acquisitions, authored Ryder's M&A change playbook across 5+ deals and 10,000 employees, and built #LearnWithRyder to a 95% activation rate against a 48% peer benchmark. She has done this job manually and will recognise the problem in one line.
- Kristen on day 3. She sits in enterprise L&D rather than Eliza's IT change enablement team, so she gets a different problem in different words — not a forwarded version of the same email.
- Rajeev on day 6. He sponsored #LearnWithRyder publicly and is quoted in LinkedIn's write-up of it, which makes this the warmest technical-buyer email on either account.
- Frank on day 10, with your message. Economic buyer, one touch, no product word in it.
02 · The sequence
H121 business days, four people - multithreading
| Day | Contact | Channel | Touch |
|---|---|---|---|
| 1 | Eliza Fendell | Champion opener. 96% and 95% are her numbers; the question is what they cost. | |
| 2 | Eliza Fendell | Connection note. No product word, under 300 characters. | |
| 3 | Kristen Frankovich | Enterprise L&D angle. Completion versus capability on a frontline workforce. | |
| 5 | Eliza Fendell | Call + voicemail | First live attempt. Voicemail under twenty seconds. |
| 6 | Rajeev Ravindran | Technical buyer. Self-service and the product model, in his own framing. | |
| 8 | Whoever engaged | Video/loom | 60–90 seconds: what in-app guidance looks like on a Workday process. |
| 10 | Frank Lopez | The anchor. Economic buyer, evidence framing, his only touch this cycle. | |
| 11 | Kristen Frankovich | LinkedIn DM | One question about how completion gets measured. No ask. |
| 13 | Rajeev Ravindran | Call + email | Double tap: voicemail and email inside ten minutes, each referencing the other. |
| 15 | Eliza, Kristen, Rajeev | Account email. One thread, three people, asking who owns the evidence. | |
| 19 | Best responder | Call | Final live attempt, aimed at whoever opened, clicked or replied. |
| 21 | Eliza Fendell | Break-up./ keep nurturing |
03 · The messages
H2Day 1 · Eliza Fendell · email
Eliza — you took Workday HCM and Finance to 96% adoption across the US and Canada,
then built #LearnWithRyder to a 95% activation rate against a 48% peer benchmark.
You did both with a newsletter, a Workday Wednesday series, and gift cards. That is
genuinely impressive and it is also entirely dependent on you keeping it up.
When the next acquisition lands, does that whole machine have to be rebuilt by hand?
Day 2 · Eliza Fendell · LinkedIn connection note
Eliza — read the LinkedIn write-up of #LearnWithRyder. Driving 95% activation with
change management technique rather than mandate is the part most people skip.
Following your work.
Day 3 · Kristen Frankovich · email
Kristen — you build in Articulate for a workforce that is largely not sitting at a
desk. Technicians, drivers, warehouse.
Which means a completion record proves someone clicked through a module, not that
they can do the task. Those two things get treated as the same number in almost
every reporting pack I see.
At Ryder, is anyone asking you for the second one yet?
Day 4 · Kristen Frankovich ·
Kristen - This felt relevant after our conversation, hahaha
Day 5 · Eliza Fendell · voicemail
"Eliza, Harshit from Whatfix. Calling about #LearnWithRyder — specifically what
happens to it when you are not personally driving it.
Sending an email now with what
I mean. [number].
Day 6 · Rajeev Ravindran · email
Rajeev — you said a few years ago that technology was getting easier to use and Ryder
needed to look at self-service to move faster. You then moved tier-one RPA out of IT
and into the business that uses it.
That model only holds if the application can teach a business user in the moment.
Otherwise self-service becomes a ticket with extra steps.
How are you solving that layer today — Workday native, documentation, or people?
The quote is from his CIO.com interview on moving IT closer to the business. He also sponsored #LearnWithRyder and is quoted in LinkedIn's write-up of it, so this is not a cold subject for him.
Day 8 · video email
Frank, Made a short video rather than writing a longer email — it shows what guidance sitting
inside a Workday process actually looks like to the person doing it, and what it
records on the way through.
https://www.loom.com/share/873daf3759bf4b28a065b7a91096ab40
If this belongs to someone other than you, tell me who and I will stop.
Day 10 · Frank Lopez · email
Frank, something I keep running into with large frontline workforces, and Ryder is a
pretty clear example.
When a process goes wrong, most orgs ask, "Was the person trained?"
The better question is, "Can you actually show what they were trained on, and when?"
With 40K+ employees and labor relations in your remit,
I'd imagine that second question comes up more often at Ryder than at most companies.
Is that something you run into?
Day 11 · Kristen Frankovich · LinkedIn DM
Curious about one thing — when leadership asks whether a team was trained on something,
what do you actually hand them? A completion report, or something closer to evidence?
Asking because the answer differs a lot by industry and I am trying to get a real
picture rather than a vendor one.
Day 13 · Rajeev Ravindran · double tap
Voicemail
"Rajeev, Harshit again. One question — across ServiceNow, Workday and the mainframe
modernisation work, is adoption measured per system or per program? Emailing now."
The question from the voicemail, in writing.
Eliza's team has driven adoption on ServiceNow, Workday VNDLY, Mural, Asana and the
Azure mainframe work. That is a lot of separate change efforts.
Is adoption measured per system, or is there one number your leadership team looks at?
Day 15 · Eliza, Kristen, Rajeev · account email
Eliza, Kristen, Rajeev — putting you on one thread rather than guessing.
Ryder has a strong record of driving adoption. What I have not been able to work out
from the outside is who owns the proof — the record of what a given employee was
shown, in which system, on what date.
Change enablement, L&D, or IT? Twenty minutes with whoever it is.
Day 21 · Eliza Fendell · break-up
Last one from me.
If the timing is just wrong, reply with the next big system change on your roadmap and
I will come back a quarter before it rather than keep guessing.
If it is not relevant at all, that is a useful answer too.