Looking for a Speaker for Your Upcoming Event? Inspire Your Team to Excel With These Proven Programs

Thank you for your interest in having a VisionEdge Marketing (VEM) expert present at your event or workshop. Whether it is for a company, association, or agency meeting with people new or familiar to the topics of Marketing Effectiveness, Marketing Accountability, Marketing and Sales Alignment, bringing Data Science and Analytics to Marketing, or Marketing Measurement and ROI, the key ingredients to a successful program are content and speaker expertise. Many organizations find our thought leadership content inspiring and educational. All our programs are delivered in a dynamic manner with the focus on you being able to put new ideas quickly into practice.

We have shared our expertise with Marketing executives and professionals at industry and company conferences worldwide.  Find an upcoming program you can attendSecure VEM as a speaker for your event today.

We’re happy to customize a program just for you. Or perhaps one of these popular programs fits your needs.

These are our most frequently requested topics:

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Operational Excellence for Performance Excellence

Operational excellence facilitates your ability to realize your performance management efforts.

Operational Excellence

Establishing Marketing as a Center of Excellence: The Tools You Need to Create a High-Performance Marketing Organization

The gap between Best-in-Class (BIC) marketers and their counterparts is widening. Only about 1 in 5 marketers earn high marks from their leadership team for being able to prove their value and contribution. These performance-driven marketers focus on connecting marketing activities and investments with business outcomes, communicating this connection to the C-Suite and transforming Marketing into a Center of Excellence. They use data, analytics, and modeling techniques to help prove which marketing initiatives and investments are — and are not — improving business outcomes. When you achieve Operational Excellence you are able to continuously build and share best practices in your pursuit to deliver value, demonstrate your contribution to the business, and increase your credibility and influence. Using examples from customer case studies, in this interactive session you will learn how to:

  • Shift the conversation from activity and output metrics to business metrics that are relevant to your leadership team.
  • Implement BIC strategic planning, data, analytics, and metrics.
  • Leverage the tools and techniques that BIC marketers use to transform marketing into a COE.
  • Expand the role of Marketing Ops to run Marketing like a business.

How High-Performance Marketing Organizations Prove Marketing’s Value and Drive Competitive Strength

Performance driven Marketing organizations have demonstrated they are more effective at enabling the business to achieve its goals and be a more strategic and competitive play in the market. Yet, many Marketing organizations continue to struggle to demonstrate how they are helping achieve business goals and the payoff it provides for their investment in Marketing. Over the past decades, many studies reveal that marketers remain challenged to better quantify and measure the value of Marketing performance. In spite of improvements in accountability, marketers are still challenged to measure marketing’s effectiveness, efficiency, and financial contribution. The pressure on Marketing to show its impact on the business, demonstrate accountability and communicate its value is increasing.

The key to success is getting your entire organization on the right path to becoming a performance-driven Marketing organization. Marketing needs to become performance-driven if it wants to move the needle for key business outcomes and establish its value to the business: This session explores the value of measurement, examines the behaviors of a performance driven Marketing organization, introduces what best-in class companies do differently and their best practices, and offers a framework any Marketing organization can adopt for getting started.

Using examples from customer case studies, in this interactive session you will learn:

  • Characteristics that define a performance-driven organization
  • Insight into best practices being deployed around performance measurement
  • How to create and measure a performance-driven Marketing organization

How to Use Marketing Operations to Fulfill Your Organization’s Potential

Marketing organizations know their role is valuable, but they often struggle to understand the ingredients of successful marketing, and how to communicate that value to the business. Creating a performance-driven marketing organization requires metrics, systems, tools, processes, new skills and a culture of accountability. Functionally, Marketing Operations should be responsible for leveraging all of these components and ensuring every area is working in unison to help run Marketing as a fully accountable business.

Through effective planning, alignment, measurement, and communication, Marketing Operations ensures that marketing operates as a Center of Excellence. However, in order for this potential to be fulfilled, marketing must understand best practices for scoping, implementing, managing, and measuring the marketing operations function.

This session is ideal for organizations establishing or looking to enhance their Marketing Operations by having this function serve as the hub for performance management. Using examples from customer success stories, in this interactive program, participants will:

  • Learn five best practices around data, analytics, metrics, measurement, processes, systems, tools and reporting
  • Understand the role of the Marketing Operations function
  • Recommend processes for improving role effectiveness
  • Be able to leverage Marketing Operations to prove the value of marketing’s contribution to overall business goals & outcomes

Unleash the Power of Marketing Ops 2.0 to Improve and Prove the Value of Your Marketing Organization

The idea of combining process, metrics and technology into a marketing practice was introduced in 2004, in the book, The New Marketing Mission: How Process, Metrics and Technology Can Unleash Growth. All these years later, fueled by the growth of marketing technology, greater competition, and increased pressure from the C-Suite to improve and prove the value of Marketing, more Marketing organizations are implementing Marketing Ops (Marketing Ops) as a standalone role. Like any other discipline, Marketing Ops is constantly evolving. We define Marketing Ops 2.0 as the initiative Best-in-Class Marketing organizations are implementing to transform Marketing into a Center of Excellence (COE). Join this session, to learn:

  • How the Marketing Ops role and skill set is evolving to enable marketing and organization-wide agility
  • Which six areas are key to transforming marketing into a COE

How to Implement Best-in Class Processes, the Lifeblood of Your Marketing Operations

Best in Class (BIC) processes are the lifeblood of successful Marketing Operations (Marketing Ops) because their job definition is so broad. Six roles and associated processes and capabilities consistently surface among BIC Marketing Ops functions (in priority order):

  1. Customer, market, competitive intelligence, research, and insights
  2. Analytics and predictive modeling
  3. Data management
  4. Campaign analysis and reporting
  5. Budgeting and planning; financial governance and reporting
  6. Organization benchmarking and assessments

Whether it’s one person in a small company or a large team in a billion-dollar business, Marketing Ops supports and powers effective planning, alignment, systems, tools, measurement, and communication processes across Marketing’s functional areas, and with stakeholders in other groups, e.g. Sales and Finance, to improve and prove Marketing’s true value to the business.

This session is ideal for organizations establishing or looking to enhance their Marketing Ops by having this function serve as the hub for performance management. Using examples from customer success stories, in this interactive program, participants will:

  • Understand the role and processes of BIC Marketing Ops
  • Learn how to implement BIC processes for planning, alignment, implementation, measurement and communication processes around data, analytics, metrics, systems, tools and reporting
  • Be able to recommend processes for improving role effectiveness
  • Be able to leverage Marketing Ops to prove the value of marketing’s contribution to overall business goals & outcomes

Marketing Ops: Your Gateway to Performance Excellence

Nearly two decades of research reveals that Best-in-Class (BIC) Marketing organizations invest in the processes, systems, tools and skills necessary for Marketing to drive business results, manage and measure performance, and facilitate the use of data to make strategic customer, market, solution decisions. For BIC organizations, these competencies reside within Marketing Operations (Marketing Ops). For the BIC, Marketing Ops serves as the activation center for agility and excellence. It enables the Marketing team to drive company success and enables Marketing to play a strategic role. Ultimately, it enables Marketing to transform into a Center of Excellence (CoE). Join the conversation to learn how to create an effective Marketing CoE and:

  • Create world-class standards and models that drive and achieve business results
  • Encourage innovation
  • Leverage proven techniques and methodologies
  • Avoid potential implementation pitfalls


How Great People with Great Technology Fail: The Importance of Process

The smartest experts and the latest tools will not cut it without an investment in robust processes. In this program we unwrap the riddle of why companies flunk Process 101. (Spoiler Alert: by focusing on cost rather than customer value and revenue.). Learn how heroes reap the value of processes and how to measure the success of your Marketing methods. This technique is not just for your email, search, and social marketing campaigns, it also applies to digital analytics, customer experience, voice of customer, segmentation, and testing methods and logistics: all of your strategic marketing. Learn how the best organizations map their processes, so you can be constructive the minute you return to your desk.

  • The Central Role of Processes
  • Which Processes Should You Care About First
  • Best Practices of Process Mapping
  • Measurement for Your Processes
  • Tools You Can Use Right Away

Best-in-Class Practices for Successful Marketing Technology Implementations

Nothing Makes or Breaks Marketing Operations like Technology. Technology plays a critical role in enabling Marketing Operations to accomplish its tasks and mission. It allows the Marketing organization to master analytics and prioritize their focus to find, keep, and grow the value of customers while proving and improving its value. But all too often we hear stories of failed Marketing technology projects, failures that reduce the credibility of Marketing Ops and Marketing as a whole, and lead to lost revenue.

The root cause of failure can come from many areas. The marketing technology landscape has exploded, so it’s hard to know which tools are required and which are the nice-to-haves. Then you have to determine tool implementation order, evaluate and select a vendor, decide whether to change the tool or your processes, and manage all of the required communication, training, and change management elements across multiple functional areas both inside and outside of the Marketing organization. No wonder it’s so challenging to get it all right.

Whether you are just starting to implement marketing technology or are part-way through your roadmap this session will help you get it right. Using customer success stories, in this interactive session, you will learn what Best in Class Marketing Operations does to successfully implement marketing technology to achieve their vision and mission, including how to:

  • Take a data-driven approach
  • Create a technology strategy and roadmap
  • Invest in change management, adoption and training
  • Evaluate, improve and innovate processes before implementation
  • Leverage internal and external experts
  • Collaborate with internal resources and seek expertise
  • Foster a culture of performance excellence that values running Marketing like a business


Marketing Performance Excellence: Best Practices for Best-in-Class Marketers

Each year various studies reinforce that Marketing accountability and Marketing performance measurement (MPM) remains top priority. Since 2001, a VisionEdge Marketing studies continue to find that only a handful of Marketing organizations receive high marks from the C-Suite when it comes to demonstrating their ability to impact the business. What are these select few doing to stand out and how can you utilize this intelligence to achieve excellence in your organization?

These marketers establish clear links between marketing activities and business investments with business outcomes to determine marketing’s ability to impact the business.

Using customer case study examples, in this interactive session you will learn:

  • The current state of Marketing performance measurement & management – what companies are doing well and not so well
  • How best-in-class marketers employ “6A’s” to prove their value
  • How to move from measuring and reporting on effort and outputs to business outcomes and impact


How To Employ Customer-Centric Processes for Successful Organizational Transformation 

After years of focusing on controlling costs, growth has moved to the top of the priority list for many companies and is now driving organizational transformations. While 93% of the 900 senior executives surveyed by KPMG say that their companies are “at some stage of undergoing or preparing to undergo a transformation,” few succeed. Transformation takes more than sustaining solution innovation. The Age of Customer where “empowered customers are shaping business strategy” continues to dominate requiring every organization to mobilize around the customer journey. Join the conversation to learn how to:

  • Apply data and analytics to your customer journey mapping process
  • Facilitate your transformation to achieve your growth targets
  • Avoid potential implementation pitfalls

Cracking the Code on Measuring Marketing Performance: Best Practices for Creating a Performance-Driven Marketing Organization

Best-in-class Marketing organizations have “cracked the code” of marketing performance.  Not only do they drive incredible value for their companies, through advanced measurement techniques that enable them to  quantify their value and impact as well as their financial contribution. They know what efforts and investments work and which don’t, they can pivot on a dime, and when the unexpected happens, they don’t scramble in department-wide fire drills. The question is: What do these top-performing teams do differently from the rest of the pack?

Designed especially for Marketing leaders, using examples from customer success stories, and including actionable steps you can quickly implement, in this interactive program, participants will learn:

  • Essential characteristics that define marketing organizations who’ve become best-in-class through advanced measurement techniques
  • How to overcome the challenge every marketer faces: proving marketing’s value
  • The three types of Marketing professionals on your team, and what it takes to lead and motivate each of them
  • How to use measurement to make Marketing especially relevant to the C-Suite


How Value Creators Build Credibility and Influence with Business Acumen

As the pace of marketing transformation accelerates, marketers are tackling the hardest task of all: seizing the role of value creator. According to the findings from numerous studies, only a few marketers have reached this critical point in the marketing performance journey, regardless of industry, region, or company size.  One of the key attributes that distinguish these BIC marketers from the rest of their colleagues is their business acumen, that is, their “ability to make good judgments and quick decisions”. These Value Creators understand how business acumen enables them to increase their credibility and influence.

Join the conversation to learn four areas this group of elite marketers do better and differently to facilitate their business acumen and achieve excellence:

  1. Measuring What Matters: In today’s environment, metrics are not the challenge. There are dozens of potential metrics, the real challenge is measuring what matters. Value Creators engage in an effective conversation with the leadership team to identify which business outcomes and metrics senior executives care about.  They use this information to create clear line of site between marketing activities and investments with business results.
  2. Building Analytical Muscle: Value Creators build strong, quantitative skills to improve their business acumen. They are able to see the big picture because they use data and analytics to understand their market and customers, and how their organization operates in that market, and what drives profitability and cash flow.
  3. Performance Setting and Reporting: These elite marketers set quantifiable performance targets and leverage outcome-based actionable dashboards.  Value Creators use these dashboards to boost marketing effectiveness, communicate marketing’s impact, and facilitate strategic market, customer, and product decisions.
  4. Aligning Marketing Plans: Value Creators create and execute a well-defined and documented plan that provides direct-line-of site between marketing program and investments and business results. These plans are designed at the outset for identify how marketing will positively impact the business.

Take Your Place at the Head of the Pack: How to Increase Marketing’s Credibility and Influence

The pressure on marketing to prove its contribution to the business is accelerating.  Did you know that about only 1 in 5 marketing organizations can do so in terms that matter to the C-Suite? And what’s truly scary, is that the remaining 4 in 5 marketers are actually falling farther behind in their ability to prove their value!  What can you do to make sure you take your place at the head of pack?  A Harvard, and the Economist Intelligence Unit study found that the companies who increased their strategic speed improved their top and bottom lines, averaging 40% higher sales and 52% higher operating profits over a three-year period. The IBM study, “Analytics: The speed advantage,” found that speed-driven data and analytics significantly impact business performance.

Using examples from customer success stories, in this interactive program, participants will learn:

  • The three marketer personas (Value Creator, Sales Enabler, Campaign Producer), when it comes to performance measurement and management. You’ll have the opportunity to self-assess which persona best reflects your organization.
  • The two key ingredients that distinguish Best-in-Class marketers. You’ll have the opportunity to examine whether your data and analytics demonstrate your business acumen and customer knowledge.
  • How to use alignment and accountability to increase your influence and credibility.  You’ll have the opportunity to apply alignment and accountability to an existing Marketing plan.


Make data-derived decisions

VEM’s roots are in capturing data, using analytics to glean insights from the data so you can have more confidence, influence and credibility over customer, market, and product decisions.


Applying Intelligence to Create Content and Accelerate Revenue

Creating content that resonates with your customers and subsequently accelerates customer acquisition and growth, and ultimately drives more revenue begins with understanding your customers’ buying journey. Armed with this information and data about customer preferences, you can then begin to intelligently create relevant, informational, timely and entertaining content and successfully deliver your message with the right touch point, in the right channel, at the right time. Through understanding your customers’ needs and how to meet them, your organization can accelerate customer acquisition and growth, and ultimately revenue

Using customer case study examples, in this interactive session, you will learn:

  • How content marketing relates to making money for your business
  • How content marketing can help you establish an emotional connection with an audience to build trust
  • How to use data and analytics to match content with the buying journey
  • And of course, actionable steps you can quickly implement

Bring the Art of Storytelling and Visualization to Your Data to Prove and Improve the Value of Your Marketing

You’ve probably heard or read this quote by Samuel Taylor Coleridge from The Rime of the Ancient Mariner, “Water, water, everywhere, And all the boards did shrink; Water, water, everywhere, Nor any drop to drink.” Are you wondering what this quote has to do with marketing?  Well, like the volume of water in the world’s oceans, the volume of data available to marketers that could be used to meet the ever-increasing customer experience expectations for relevant, informative, timely, and entertaining content across all mediums is overwhelming.

More competition, more new channels and distinct segments to manage, shorter product life-cycles, and greater price transparency, are all creating an exponential increase in the amount of available marketing data that can be used to meet higher customer experience expectations. But unless all of this data can be effectively collected, analyzed and transformed into meaningful and actionable insights, and then used to create compelling stories, it is useless. Just as salt water is useless when you are adrift on the ocean and parched.  With a tsunami of data, the ultimate challenge for marketers is to use the right data in all mediums. Using customer case study examples, join this interactive session to learn how to:

  • Weave together the science of data and the art of storytelling to engage prospects and customers
  • Visualize your data in such a way as to foster insight-driven decisions
  • Use data and storytelling to communicate Marketing’s value

Conquer The Powerful World Of Cross-Channel Analytics

As organizations leverage both digital and traditional vehicles in their media mix, there has been an increased interest in cross-channel analysis as a way to help measure the interaction of various channels. What does it take to do cross-channel analytics? We’re going to need skills, tools and models that go beyond web-analytics. While web analytics focus on the behavior of “visitors,” in cross-channel analytics we want to be able to track individual behavior across channels to fully understand our customers’ brand experiences and their actions.

Identifying cross-channel synergies requires looking at how different elements of the communication mix work together to move a customer through the buying process. Based on hundreds of successful projects, this session explores what cross-channel analytics requires and the steps you can take including how to:

  • Create and use forecasting algorithms from both digital and traditional channels to estimate sales based on changing customer behavior
  • Develop models that can predict traffic and revenue impact associated with changes in the communication mix
  • Determine the combination or sequence of messages to maximize brand engagement and sales

Creating an Analytics Center of Excellence

Analytics are key to making your company agile, and to making better decisions by understanding scenarios and options. An analytics center of excellence provides the company with valuable insights on the market and customers, protects privacy and brand reputation, and guides the prioritization and selection of opportunities for greatest growth. In this interactive session we’ll discuss how to:

  • Build a business case to develop a center of excellence: how to position it and value it
  • Protect data for customers and the company
  • Integrate data from disparate sources
  • Understand the role of analytics to improve performance, optimize resources, and generate measurable results

Get Your Marketing Analytics Game On to Move up the Leadership Ladder

The world is just too dynamic and the pace of change is just too fast for marketers to rely on intuition alone. With customer expectations increasing, the competitive landscape growing, and the proliferation of new technologies and channels, marketers need analytics. Studies have found that companies that invest heavily in their analytic capabilities outperform the S&P 500 on average by 64%, and recover more quickly during economic downturns.

To be effective and valuable, marketers need to make analytics relevant to business leaders. Analytics can be the key to becoming a change agent provided you understand the bigger picture. This program identifies how Best-in-Class (BIC) marketers use analytics, key steps associated with marketing analytics, and a method for evaluating analytics projects. In this interactive session, learn what it means to live an Analytics Life, how to make your boss look better with metrics and how to live and grow as a marketing analyst in any organization.

Participants attending this program will learn:

  • Four things that BIC marketers do differently when it comes to analytics
  • Five ways marketers can use analytics to drive growth
  • How to use a seven-point checklist before doing the math
  • Key pitfalls to avoid
  • A method for prioritizing analytics projects

How to Transform Data into Insights to Create a Winning Strategy for Competitive Advantage

Through numerous vehicles consumers (consciously or unconsciously) are providing a near continuous streams of data about themselves. Every day, consumers are creating quintillion bytes of data. But the vast majority of real-time data created today is unstructured, requiring marketers to understand how to leverage and analyze this data and ultimately optimize marketing results.

Yet, study after study shows that the majority of marketers struggle with mining and analyzing data in order to derive valuable insights and actionable intelligence. A report by EMC found that only 38% of business intelligence analysts and data scientists strongly agree that their company uses data to learn more about customers.

The good news is that what Best in Class marketers do to incorporate relevant data into their customer models to predict what customers will want, and ultimately adapt their marketing strategies to give customers the right products when, where, and at the price they want – is known and repeatable.

Using real-life data and process examples from hundreds of successful customer engagements and 15 years of annual Marketing Performance Management Benchmarking Studies, in this presentation, attendees will:

  • Understand how to collect relevant data
  • Learn how to properly evaluate data and transform it into actionable insights
  • Use information to create data-driven marketing strategy

Making Your Marketing Analytics More Relevant to the C-Suite

The “sexiest” job of the new century—that’s how the Harvard Business Review characterized the practice of sifting through data to find hidden, below-the-surface meaning and subsequently extrapolating the underlying knowledge. In today’s highly competitive business environment, it’s not enough for the marketing team to have skill and proficiency at marketing – whether inside or outside the organization. The ability capture, analyze, and use data to demonstrate your business acumen and to make critical business decisions is a pivotal skill.  A great indicator of marketing’s business acumen is the degree to which others in the organization rely on data marketing provides to make decisions. Yet, according to studies by Demand Metric, Forrester, ITSMA, and VisionEdge Marketing, 10% or less of the C-Suite uses the data provided by Marketing to make strategy, tactical, and investment decisions.

This interactive program is ideal for people who need to

  • Leverage a data to understand customers
  • Create and use marketing models
  • Make decisions and/or recommendations supported and informed by data.

Sound like you? Then join the conversation to:

  1. Learn what how best-in-class marketers apply data to the strategy development and execution process,
  2. Use analytics to see demonstrate marketing’s value
  3. Gain practical tips on how to make Marketing and the data more relevant to the C-Suite

Whoa Nelly: Business and Customer Insight Before Content

Marketers everywhere are scrambling to develop content and leverage a growing number of channels as a way to reach, and connect with, prospects and customers. But content delivered in the right channel at the wrong time, or at the right time in the wrong channel, is a wasted investment of resources.

Best in class marketers use insights gained from understanding the customer’s buying process to create relevant, informational and entertaining content that will resonate with their customers, in the right channel and at the right time. And just as importantly they measure the effectiveness of their content, and marketing’s overall impact, on finding, keeping and growing the value of customers. Using examples from customer success stories, in this interactive program, participants learn how to:

  • Map the customer-buying journey using the 6 C’s of Customer Engagement: Contact, Connection, Conversation, Consideration, Consumption, & Community
  • Use data and analytics to synchronize content, channel, and the customer lifecycle
  • Establish appropriate metrics to measure your content, customer engagement, and marketing’s contribution to the pipeline.

Tackle the Challenge: How to Create A Superior Brand Experience Across Your Touch Points

It’s an omni-channel world. Customers use many channels and touch points in the course of making a single buying decision. They don’t make a distinction between online and offline – only we, as marketers, do that. Providing a customer-centric, omni-channel experience for your brand is challenging but it’s what we need to do in order to effectively engage and recruit new, and retain existing, profitable customers.

One of the challenges of providing a superior customer experience in an omni-channel world is the need to pull data from a wide variety of channels and touch points to better understand purchasing behavior and correlate marketing programs with purchases. Based on hundreds of successful projects, in this interactive session you will learn the proven and practical practices required to perform and effectively use Omni-channel analytics to enhance your brand and gain market share.


Alignment Practices Connects Marketing to the Business

VEM’s Alignment programs help your team build stronger alignment with customers, your leadership, and your internal partners.


How to Create Meaningful Customer Journey Maps that Your Team will Actually Use

Research by firms such as Forrester and Temkin have found that customer journey mapping is moving front and center for many marketing and customer experience professionals. Why? Because the more you understand your customer’s journey the better you can address opportunities to improve key business results such as product/service adoption, and loyalty. Customer journey maps illustrate the path your customers take from THEIR perspective, for whatever aspect of the process you need to map. They captures customer steps and touch points, such as analyst reports, peer reviews/testimonials, demonstrations, product information; and which channels, such as phone, in person, online, etc. that they prefer in each part of the journey. As with any new initiative, implementing best practices and avoiding the common pitfalls will make your journey easier. This program focuses on three areas:

  • 5 key steps to creating your customer journey map
  • 4 crucial components needed to make your maps payoff
  • 7 significant stages in the adoption cycle to manage

Marketers as Anglers: The Business of Catching and Keeping Customers and Using Marketing to Create a Sales Advantage


From Nibbling On The Bait To Landing In The Bucket:

What does fishing have to do with marketing? Well, catching customers is actually a lot like catching fish. This is an especially relevant metaphor when you consider what a crowded pond the marketplace has become and how few fish are biting. Marketing strategy is the secret to successful customer fishing.

In order to thrive, leading companies are implementing a more customer-centric approach to their marketing strategy, i.e., “looking at the world through the eyes of the customer, what they want from you, what they expect from you, and what they can count on from you.

Using real-life data and process examples from hundreds of successful customer engagements and 15 years of annual Marketing Performance Management Benchmarking Studies, this interactive program highlights the strategic, customer-centric gear that needs to be in every marketer’s tackle box to help move customers from nibbling on the bait to landing in the bucket:

  • Opportunity Identification and Analysis
  • Opportunity Development
  • Opportunity Qualification and Opportunity Conversion

Lead Your Company to Customer Centricity and Greater Profits

Customer-centric companies are 60% more profitable and two times more likely to exceed return on shareholder equity. Their Marketing and sales organizations have a more successful and collaborative partnership. How do they do it? This presentation presents the concept of “reversing the value chain” as the means to helping companies transition from focusing on products and sales to focusing on the customer and their needs.

Using examples from customer case studies, during this interactive program, participants will learn:

  • Practical steps to take to become more customer-centric
  • Measures to track customer-centricity
  • How to transform their company into a customer-centric organization

Personas– A Customer-Centric Marketing Tool to Accelerate Revenue

Marketing shares responsibility for creating new, profitable customers with the Sales organization, and sometimes with the delivery team. These groups often rely on marketing to create the tools needed to effectively support the sales process by articulating solution business benefits – at the right time – to increase their rate of success.

Personas are an important tool marketers can create to support demand generation in each phase of the customer buying process. Using examples from customer success stories, in this interactive program, participants will learn:

  • The differences between personas, profiles, and roles
  • How to create personas
  • How to use personas to support demand generation efforts

Six C’s of Engineering a Customer-Centric Marketing and Sales Pipeline

Sales and Marketing are responsible for managing a predictable, reliable demand generation pipeline that produces higher value opportunities and maximizes revenue. The traditional approach to the pipeline – Awareness, Interest, Demand, and Action or the more modified version of the pipeline – Awareness, Interest, Consideration, and Purchase-is outdated. Creating a pipeline is a step-by-step process that entails understanding how customers move from contact, connection, and conversation to consideration, consumption and community. By following the steps presented in this program your organization will be well on its way to a customer-centric pipeline.

Using examples from customer case studies, in this interactive program, participants will learn:

  • A customer-centric alternative for creating an opportunity pipeline that aligns marketing and sales processes with the customer buying journey
  • Six key stages for developing, implementing, and measuring Marketing’s contribution to the opportunity pipeline
  • How to identify behavioral commitments associated with the customer buying process
  • How to use the customer-centric approach to align marketing and sales
  • How to enable the two organizations to collaboratively map the customer buying process to accelerate revenue


Creating a Customer-Centric, Measurable Marketing Plan

Operating without a Marketing plan is like taking a road trip without a map or a GPS system. While you may eventually reach your destination, it is likely you will get lost along the way. A marketing plan establishes your marketing strategy, defines measurable marketing objectives that support your strategy, and the methods you will deploy to achieve these objectives. The research involved in creating a marketing plan improves marketing effectiveness and efficiency, clarifies your target market, and helps insure you won’t end up pursuing unprofitable ventures. The focus of these plans should be customer-centric with an emphasis on customer satisfaction and retention.

Whether you developing a customer-centric Marketing plan from scratch or want to reorient your existing plan, using examples from customer success stories, in this interactive program, participants will learn:

  • The role of the marketing department in a customer-centric environment
  • Key steps for a situational analysis
  • The questions every Marketing plan should answer
  • How to structure your mission, metrics, outcomes, objectives, strategies, (MOST) and tactics to be customer-centric, efficient and measurable.

Create a Marketing Budget Your Finance Organization Will Love

Are you frustrated with your Marketing organization’s budget process? Do you end up with less funding than you really need to be successful? You are not alone. The vital role marketing plays can sometimes be overlooked or forgotten. As a result, marketing budgets come under fire, with the finance folks questioning why so much money is needed and where it’s all going. It is definitely in your power to change the discussion and the outcome. Using examples from customer success stories, in this interactive program, participants will learn how their peers:

  • Distinguish between successful and unsuccessful budgeting approaches
  • Create a budget using a proven approach
  • Successfully request funds and reap the benefits

Lost in Translation: Marketing & Finance

Whether your goal is to obtain a seat at the table, or to prove the value of Marketing, you need a viable relationship with Finance. The goal of this interactive session is to help you think, feel, and speak Finance. This presentation will explore the disconnect that exists between many marketing and finance departments, why it exists, and most importantly, how to fix it for mutual benefit. Using examples from customer success stories, in this interactive program, participants will learn:

  • Why the disconnect between Marketing and Finance exists
  • How to create a viable partnership
  • What successful alignment can do for your organization

Move Beyond Leads to Conquer the Marketing and Sales Divide and Accelerate Revenue

Increased competition, more demanding customers and a more dynamic business environment is making it harder to meet marketing key performance indicators and sales quotas. To meet the organization’s revenue targets, the two primary revenue-generating arms of the business, Sales and Marketing, must be better aligned. In fact, the tighter these functions are aligned, the more likely metrics such as the quantity and quality of opportunities in the pipeline, the average deal size, the win rate and the sales cycle time can be improved. Conversely, lack of alignment is one of the primary reasons many companies fail to achieve their revenue goals.

This interactive program focuses on how to leverage the customer buying process to overcome the proverbial Marketing and Sales divide by configuring your marketing and sales systems and setting up marketing metrics related to the pipeline that identify Marketing’s contribution beyond lead generation.

Using examples from customer success stories, in this interactive program, participants will learn:

  • Tell-tale signs that the marketing and sales divide exists in their organization
  • The divide’s impact on the business
  • Steps for bridging the gap: from sales funnel to customer buying pipeline
  • Pipeline metrics beyond the lead
  • Five success elements


Make Your Marketing Count

Demonstrate accountability prove Marketing’s Value and secure the investments you need to grow the business and create customer Value.


Gaining Insight Into Marketing’s Contribution: The Value of a Marketing Dashboard

It’s common for the C-suite to expect organizations to report periodically on their performance and Marketing is no exception. Marketers everywhere are being asked to demonstrate their contribution and value to the organization. All too often marketing reports provide information regarding program status and/or program activity results such as updates to the website, an upcoming event, the status of a new collateral or a direct marketing campaign or the number of participants in a webinar or click throughs to an email campaign. While reports like these have value, they do not address the question the C-suite is most concerned about: what is working, what course adjustments if any are required, and whether the investments the company funnels into marketing are properly allocated.

If you are interested in being able to quantify your Marketing effectiveness, the impact Marketing is having on increasing the share of wallet for your customers; it may be time to revisit or develop a Marketing dashboard. This session provides insight into key marketing metrics and shares a framework for designing a marketing dashboard. It will also provide a process for developing your own dashboard and characteristics of an effective dashboard to ensure your dashboard will facilitate key strategic decisions and link Marketing to your organization’s business outcomes.

Using examples from customer case studies, in this interactive session you will learn:

  • What constitutes a Marketing dashboard
  • The role and purpose of the Marketing dashboard – The ultimate performance management tool
  • Dashboard examples – The good, the bad and the ugly
  • Five steps for creating a Marketing dashboard
  • Key Marketing metrics for every dashboard

Impacting Strategy and Making Every Investment Count: The Measure of Marketing


The Marketing organization and its team possess strong opportunities for influencing the strategic direction of their business. Few departments control as much information about competitors, customers, and markets as does marketing. Even so, marketing budgets remain under tremendous scrutiny and Marketing professionals continue to be in hot seat when it comes to demonstrating value. While marketing’s ability to measure impact is better than ever, study after study still reveal that marketers remain challenged to better quantify and measure the value of marketing or help show how marketing is moving the needle.

Even though marketers have more tools and ways to measure progress for various tactics many still struggle to measure effectiveness, efficiency and financial contribution. This program addresses the key metrics that marketers need to establish and monitor enabling sound input for business strategy and introduces a performance management framework any company use to classify their Marketing metrics.

This very practical and interactive session examines the best practices Marketing professionals must embrace to improve Marketing Performance Measurement and Management.

Using examples from customer case studies, in this interactive session, you will learn:

  • Why measuring marketing is important
  • What dimensions need to be measured
  • How to tie the job of Marketing back to business outcomes
  • How to present a framework that will help participants set performance targets and establish appropriate strategic metrics

“Leverage Two A’s – Alignment and Accountability – to Take Your Marketing Effectiveness to a New Level”

Do you feel like your work extremely hard but your efforts don’t receive the credit you are due. Thriving in today’s Marketing organizations requires a laser-like focus on Marketing accountability and the rigorous assessment and measurement of Marketing investments. There are two A’s that enable every organization to make their marketing more effective: alignment and accountability. Armed with these two fundamentals, you will have the line of sight and the metrics that connect marketing’s contribution to business outcomes. Alignment and accountability are the foundation for proving and improving the value of your Marketing.

Using customer case study examples, in this interactive session, you will be able to:

  • Use the process presented in your own organization for selecting metrics that show how marketing impacts the business and facilitates strategic decisions
  • List the steps you can take to transform from being internally focused to a more strategic, customer-centric, data-driven culture
  • Explain how the process created stronger alignment between sales and marketing


Proving Marketing’s Value: Tangible Tools and Metrics for the 21st Century

Although the ability of Marketing professionals to measure their impact is better than ever, several studies over the past decade by academics as well as practitioners reveal that marketers remain challenged to better quantify and measure their contribution to the business. Most of the marketing metrics being used today still don’t help the leadership team understand marketing’s value and contribution. This is because while marketers continue to make progress on measuring tactics, research shows they still struggle to measure effectiveness, efficiency and financial contribution. This session explores how marketing can better measure its contribution to the business and how best in class companies who have worked with VisionEdge Marketing, have overcome typical marketing performance management hurdles – so you can too.

Using customer case study examples, in this interactive session, you will learn how to:

  • Improve marketing accountability with tangible steps and metrics
  • Adopt a metrics framework for your Marketing
  • Shift from tracking activities to establishing outcome-based customer centric metrics

Measure What Matters: How to Make Marketing More Relevant to the C-Suite


Marketers are still trying to grab the elusive Marketing measurement and effectiveness brass ring.  Today’s business climate necessitates that marketing demonstrate accountability, communicate value and show how it impacts the organization. Despite the wealth of campaign and operationally oriented metrics at every marketer’s fingertips and the enhancements in technology, less than a quarter of marketers earn high marks from their leadership team for their ability to measure and communicate their value, contribution, and impact.  So what do these Best-in-Class (BIC) marketers do differently and better than other marketers when it comes to marketing measurement?  How can you leverage these best practices for yourself and your clients?

Using customer case study examples, this interactive session will help you understand what Best-in-Class marketers are doing to master marketing metrics.  If measurement is an imperative for your organization, join this program to:

  • Hear what BIC marketers do better and differently when it comes to marketing measurement and performance management (MPM)
  • Learn the hurdles BIC Marketers have overcome and how they did it
  • Understand the concept of marketing metrics and measurement and what BIC marketers measure
  • Learn the categories of various Marketing metrics and how they relate to communicating and reporting performance
  • Gain insight into the steps for moving your efforts forward

The Ins and Outs of Performance Target Setting

Difficulty in setting performance targets is one of the most common problems encountered on the Marketing Performance Measurement and Management (MPM) journey. Yet performance targets are a critical component in developing an MPM framework and system. Performance Targets help to drive performance improvement, initiate a discussion about priorities, define direction, bring focus, improve alignment, and facilitate faster course adjustment. Participants in this session will earn the 7 attributes of a good performance target and 10 steps for setting performance targets. Examples are used throughout to illustrate key concepts. The topics covered in this program include:

  • The role of performance target setting in performance management
  • The merits of performance target setting
  • Where performance target setting fits in the MPM Taxonomy
  • 7 attributes of successful performance targets
  • 10 Steps for creating performance targets
  • Marketing analytics and making data actionable

From Data to Dashboards

Marketers everywhere are being asked to demonstrate their contribution and value to the organization. CMO’s, Marketing VPs and Directors all are seeking a framework for organizational alignment and continuous improvement. Many marketers these days find that measuring and improving Marketing requires defining and tracking the right metrics and then developing a meaningful way to present the data.  This session provides insight into key Marketing metrics and shares a framework for designing a Marketing dashboard.  It will also offers a process for developing your own dashboard and characteristics of an effective dashboard to ensure your dashboard will facilitate key strategic decisions and link marketing to your organization’s business outcomes. Session takeaways include:

  • What is a Marketing Dashboard
  • Why you Need One
  • Key Marketing Metrics for Every Dashboard
  • The Dashboard Development Process
  • The Good, The Bad, The Ugly

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