Subscribe

Measure What Matters: Reconnecting Marketing To Business Goals

ImageThis little gem of a marketing book should have a place on every CEO’s and marketing professional’s bookshelf.  The book is full of useful tips and practical instructions for measuring the truly important metrics that enable marketing to impact a company’s most critical goals.  Useful to beginners as well as the veteran marketing practitioners, this is a book that should be required reading BEFORE the writing or formulating any marketing plan or budget and should be re-read annually to keep focused. The author has taken great pains to keep the book short for efficient reading by busy executives.

Buy online

Table of Contents

Chapter    1     The State of Metrics
Chapter    2     A Tale of Two Marketers
Chapter    3     Getting Back on Track
Chapter    4     Remember Mike
Chapter    5     Acquisition
Chapter    6     Retention
Chapter    7     Monetization
Chapter    8     Start Small with Big Results
Chapter    9     From Theory to Practice
Chapter   10    Metrics and Deal Flow
Chapter   11    If I had a Hammer
Chapter   12    Show Me the Money
Chapter   13    Metrics Self Assessment
Chapter   14    Putting the Pieces Together

To let your views be heard about your company’s marketing metrics, take our 2008 Marketing Performance Survey now!

Reader reviews

“In my approach to training, I want my salespeople and managers to understand the complete scope of advertising and marketing, not just CPM’s and transactions.  ROI has become a more frequent variable that we are seeing from our clients.  Measure What Matters offers a simple yet comprehensive perspective on marketing investment and ROI.  By giving my sales organization a better understanding of ROI, we can more effectively serve existing and potential advertisers.”
Kyle Sherman
EVP-Advertising Sales
FOX Sports Net
http://www.foxsports.com/

“Our organization has historically used traditional methods of evaluating the performance of the Marketing department.  This path often leads to other parts of the organization either questioning the value or diminishing the value of what Marketing does.  After reading “Measure What Matters”, I shared the information with the rest of my team, and we are going to implement it in this year’s Marketing Plan, in order to drive the right behavior after the right goals. We anticipate the metrics and reporting method we will be using will more clearly communicate what it is we have done to “move the ball forward” for the organization.”
Dan Smink
Product Manager
Thermo Electron Corporation
http://www.thermo.com/

“Measure What Matters is a little gem of a marketing book that should have a place on every CEO’s and marketing professional’s bookshelf.  The book is full of useful tips and practical instructions for measuring the truly important metrics that enable marketing to impact a company’s most critical goals.  Useful to beginners as well as the veteran marketing practitioners, this is a book that should be required reading BEFORE the writing or formulating any marketing plan or budget and should be re-read annually to keep focused.  The author has taken great pains to keep the book short for efficient reading for busy executives.  Measure What Matters ranks in my top 10 marketing books.”
David Johansen
Senior Vice President of Marketing & Sales
SciComp Inc.
http://www.scicomp.com/

“Measure What Matters is one of those rare pieces of work that brings the right information to the table at precisely the right time.  As the senior marketing exec in a high-tech startup, I have struggled with what the appropriate measures of marketing value are now, and what they should be in the future. Laura Patterson and VisionEdge Marketing have provided a detailed, pragmatic approach to marketing metrics, that I will go back to frequently.  This book will not end up on the shelf.  I need my copy in pocket size, so I can carry it with me everywhere!”
Ed Reynolds
Dell
http://www.dell.com/

“There is something in here for every marketer who wants to prove that marketing, done strategically, can be a huge competitive advantage in driving profitable growth. And for marketers with a C-level career goal, the numerous CEO Take Aways included in the book provide a great discussion guide for planning sessions with their manager or CEO.”
Christine Lowry
Chief Marketing Officer
360Commerce
http://www.360commerce.com/

Gone Fishin’: A Guide to Finding, Hooking, Keeping and Growing Profitable Customers

ImageIn Gone Fishin’, author Laura Patterson, no stranger to the profession of marketing as the president of strategic marketing consulting firm VisionEdge Marketing, unveils the mystique and mystery of marketing by pulling out her fishing gear. Add to shopping chart. Revealing that “catching customers is a lot like catching fish,” Laura walks you through the key steps of marketing – and fishing: Knowing what type of customer you want, determining what type of bait to use, and deciding which customers you keep. In 82 concisely written pages Patterson guides you through Reversing the Value Chain, the 6 P’s of marketing, developing a brand strategy, brand equity; finding, hooking, keeping, and growing profitable customers; marketing plans and establishing a means of measuring progress.

Buy online.

Table of Contents

Chapter    1     Defining Marketing
Chapter    2     Reversing the Value Chain
Chapter    3     The 6 P’s-The Foundation of Marketing
Chapter    4     Developing a Brand Strategy
Chapter    5     Brand Equity
Chapter    6     Finding Profitable Customers
Chapter    7     Hooking Profitable Customers
Chapter    8     Keeping Profitable Customers
Chapter    9     Growing Profitable Customers
Chapter   10    It’s all in the Plan
Chapter   11    Metrics
Chapter   12    Going Fishing
Glossary of Branding Terms Reader reviews

“Gone Fishin’ was fast reading and to the point. It will serve me well as a guideline for putting together my next marketing plan.”
Tom Evans
Senior Market Development Manager
Pavilion Technologies

“Gone’ Fishin is both delightful and impactful. Laura spices a marketing best practices book with humor and strong parallels between marketing and fishing. Both revolve around attracting, catching and retaining. Even though the book is entertaining, its’ approach to strategic marketing is hard-hitting and on the mark.”
Mary Inglis
Director of Marketing
Vincera Software

“Congratulations on Gone Fishin’! Your book is full of useful information about attracting and keeping the right kind of customers. The text is concise and clearly presented. Most of all, Gone Fishin’ is very readable. I felt like I bought myself a present when I purchased your book. Thanks and Good Luck!”
Doug Hall
Business Consultant

“I recently read Gone Fishin’ and found it to be a well-written, concise guide covering key elements in the marketing process. It covers the strategic framework necessary for success and also includes overlooked fundamentals and useful tactical tips. I appreciated the focus on the customer and the emphasis on metrics and also enjoyed the fun fishing metaphors.”
Roy E. Springer
Edward Jones

“Gone Fishin’ focuses on results-based marketing, guiding the reader to strategies for success throughout the entire marketing cycle. It’s refreshing to see the emphasis on two aspects in particular that so often are neglected: customer retention and metrics.”
Alison Raffalovich
Assistant Vice President of Corporate Communications
TriActive, Inc.

“Customer acquisition, Loyalty, and Retention are keys to long lasting profitable relationships with customers. In her book Gone Fishin, Laura Patterson addresses all of these dimensions to present a clear roadmap to success. This tackle box of information will provide you the right bait to catch and keep more customers.”
Paul Gilbert
Director of Customer Advocacy
Vignette Corporation

“Let me say that the book was easy to read. It serves well as both an anytime, quick-reference as well as a good overall guide for a variety of audiences. For me, it recharged a love of branding and strategic marketing. The analogies to fishing were very simple and good … an enjoyable read.”
Rich Cardenas
Sales & Marketing Director
Onramp Access, Inc

Comments are closed.

%d bloggers like this: