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Lead your organization to customer-centricity and achieve real growth. Learn how to:

  • Take a customer-centric marketing approach to finding, keeping, and growing the value of your customers
  • Develop marketing strategies and the associated programs that create and deliver superior perceived customer value.
  • Increase purchases and referrals from existing customers and reduce churn rate to help reduce the cost of sales

These books, workbooks, and workshops are designed to jump start your efforts internally. Knowing what to do is often the easy part. Making an objective analysis, customizing the “what” to your organization, and maintaining momentum are more difficult. For customized services that will accelerate your success, contact VisionEdge Marketing to tap into our expertise.

 

Positioning and Messaging Workshop

Smart managers realize that they have little chance of achieving revenue goals and building shareholder value if their company/solution is not strategically positioned in the marketplace and if key messages aren’t believable. Poor positioning contributes to long sales cycles, low close rates, customer confusion, channel indifference, and sales organization discord. The Positioning and Messaging Workshop (PMW) is an interactive work session designed for the purpose of creating the foundation for company or solution/persona strategic positioning and messaging.

Over 80% of the companies who participated in a recent survey said that their teams needed to adjust or re-think their company’s positioning strategy. Unfortunately many of these companies will attempt to develop their strategic positioning platform and key messages internally without assistance from outside the organization. This approach often results in vague, inside-out, myopic, and ultimately unbelievable positioning. The reason for this failure is that office politics and deeply held biases heavily influence internal teams.

This workshop includes:

Gone Fishin’ 

Marketing metrics mean nothing if your company does not address the fundamental relationship that lies at the heart of how it attracts customers. This relationship is the one between Sales and Marketing. Gone Fishin’ originally published in paperwork in 2001 has been updated and is being released in an ebook format. This concise book effectively guides you through the process of finding, hooking, keeping, and growing profitable customers by explaining how to define, understand, and cultivate this core relationship. Using the simple, yet entertaining analogy of “fishing” for customers, this book will give you a whole new outlook on your marketing and sales programs.

Read More      Request a Quote

 

 

Market & Customer Segmentation Workshop

The Market & Customer Segmentation Workshop (MCS) is an interactive work session designed to help organizations determine criteria and identify segments that would best meet this criteria. The following ground is covered: product category, pain points, market segmentation, criteria, ranking and weighting, segment selection.

Companies seek market and customer segmentation assistance to prioritize multiple market opportunities or focus sparse resources on those market segments with highest business potential. The workshop uses a proprietary model that avoids the common mistake of chasing markets based on size alone.

This workshop includes:

Gone Fishin’

Marketing metrics mean nothing if your company does not address the fundamental relationship that lies at the heart of how it attracts customers. This relationship is the one between Sales and Marketing. Gone Fishin’ originally published in paperwork in 2001 has been updated and is being released in an ebook format. This concise book effectively guides you through the process of finding, hooking, keeping, and growing profitable customers by explaining how to define, understand, and cultivate this core relationship. Using the simple, yet entertaining analogy of “fishing” for customers, this book will give you a whole new outlook on your marketing and sales programs.

Read More      Request a Quote

 

 

Pipeline Engineering Workshop

The Pipeline Engineering Workshop (PEW) is an interactive work session designed to help companies engineer a systematic buying pipeline model that can function as the single most important performance dashboard for marketing and sales departments. Participants find the workshop serves as a terrific vehicle for aligning company strategies and tactics as well as aligning sales and marketing teams.

The workshop covers the following ground: market strategy, target market, current pipeline process, behavioral commitment development, conversion ratios, and pipeline tactics.

This workshop includes:

Using The Customer Buying Process To Align Sales and Marketing & Create 3 Key Enablement Tools

Rather than looking inside look outside! Change the focus from the way you sell and market to the way your customers buy and marketing and sales alignment will fall into place.

Of course, you’ll need a few tools to enable the process. We’ve narrowed your enablement tool kit down to three: personas, use cases and playbooks.  This workbook is for you if you’re organization wants to

  1. take a more customer-centric approach to marketing and sales,
  2. increase alignment between marketing and sales,
  3. improve overall effectiveness and performance

Read More      Request a Quote

 

 

Marketing Metrics Workshop

The Marketing Metrics workshop (MMW) is a jam-packed day devoted to understanding marketing metrics, and how to create a strong chain between campaign activity, output metrics, and business outcomes. This workshop provides you with the perspective needed to select metrics that prove marketing’s value.

This workshop includes:

Leveraging Eight Key Metrics for the Customer-Centric Organization, Fourth Edition Workbook

Marketing in the Age of the Customer means knowing What Customer-Centric Measures Matter. Customer-centric marketing entails growing a customer’s lifetime value and focusing your marketing efforts on the high-value customer segment in order to drive profits. To engage in Customer-centric marketing requires placing the customer at the center of your marketing strategy in order to create and extract customer value. It is the essence of enabling marketing to serve as a value creator. And that means you need to know how to measure the value you are creating.

Use this 51-page workbook to learn how to calculate the essential eight key customer metrics: service quality, touch point effectiveness, customer satisfaction, customer experience, customer loyalty/advocacy, share of wallet, customer lifetime value and retention equity.

It’s More than Money on the Line: Create Metrics to Measure Marketing’s Effectiveness, Impact and Value Third Edition

Aspire to have your marketing organization be more relevant, credible and influential! The metrics you choose make a difference. Best-in-class marketers know how to select the metrics that matter to the C-Suite. They employ more outcome-based metrics than their colleagues and know how to tie their metrics to business results, making their metrics more relevant, their organization more influential and credible.

Ready to go beyond reporting on activities to reporting on impact, value and contribution? Then this workbook is for you! This 54-page workbook is geared to any marketing professional in any industry who wants to report on what is important to your organization’s leadership team and demonstrates the link between marketing efforts and investments and key business outcomes.

Read More      Request a Quote

 

 

Customer Journey Mapping Workshop

The Customer Journey Mapping Workshop (CJM) is an interactive work session designed to you and your team model a persona’s journey stage. The workshop is designed to identify what motivates the persona to take the journey, the path they take for the specific journey, what they feel and think along the way, the channels they use, the touch points they prefer, and the content they consume.

This workshop includes:

Using The Customer Buying Process To Align Sales and Marketing & Create 3 Key Enablement Tools

Rather than looking inside look outside! Change the focus from the way you sell and market to the way your customers buy and marketing and sales alignment will fall into place.

Of course, you’ll need a few tools to enable the process. We’ve narrowed your enablement tool kit down to three: personas, use cases and playbooks.  This workbook is for you if you’re organization wants to

  1. take a more customer-centric approach to marketing and sales,
  2. increase alignment between marketing and sales,
  3. improve overall effectiveness and performance

Read More      Request a Quote

 

 

Touch Point Effectiveness Workshop

Customer experience and engagement have evolved from table stakes to points of differentiation, as indicated by the flurry of customer experience/relationship scores and indexes now being published. More and more evidence strongly suggests that there is a link between customer experience/engagement and the financial success of the company.

So what are some things your company can do to begin to understand how to improve customer experience and engagement? We have found that companies truly focused on improving customer engagement do at least two things: they identify all the key touch points a customer has with their company, measure their effectiveness and use them to create a map of the customer experience. This is the purpose of the interactive Touch Point Effectiveness Workshop (TPE).

This workshop includes:

Using The Customer Buying Process To Align Sales and Marketing & Create 3 Key Enablement Tools

Rather than looking inside look outside! Change the focus from the way you sell and market to the way your customers buy and marketing and sales alignment will fall into place.

Of course, you’ll need a few tools to enable the process. We’ve narrowed your enablement tool kit down to three: personas, use cases and playbooks.  This workbook is for you if you’re organization wants to

  1. take a more customer-centric approach to marketing and sales,
  2. increase alignment between marketing and sales,
  3. improve overall effectiveness and performance

Read More      Request a Quote

 

 

Planning for Profitability Workshop

This two-day interactive session guides participants through the process of developing a strategic plan: mission, market, competition, opportunities and threats, objectives, strategies, tactics, resources and financials. The purpose of the workshop is to help the organization formulate the framework for your strategic plan.

This workshop includes:

Roadmap to Excellence: Six Essential Steps for Developing a Marketing Operations Function

Use this 41-page workbook to expedite your progress. Twelve worksheets guide you through the six essential steps for creating your marketing operations function. Use the workbook and valuable worksheets to design your marketing operations function. Key steps addressed in the workbook include:

  • Auditing your current marketing operations capabilities
  • Describing the ideal state regarding how your marketing organization would run and perform
  • Conducting a gap analysis for marketing operations
  • Developing a marketing operations roadmap
  • Completing a marketing operations cost/benefit analysis
  • Assessing and defining your infrastructure
  • Creating an implementation plan

Six Steps for Creating a Measurable Customer-Centric Marketing Plan, Fourth Edition

Two simple and powerful reasons to create a customer-centric measurable marketing plan:

  1. Avoid Random Acts of Marketing
  2. Create Direct-Line-Sight Between Your Marketing Activities, Investments and Business Results.

Use this 50+ page workbook will help you create a measurable customer-centric marketing plan and share a mapping process to produce a plan blueprint. The workbook is organized into six sections and includes 17 worksheets that start with a list of questions your plan should answer and concludes with how to measure your plan.

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Marketing Metrics in Action: Creating a Performance-Driven Marketing Organization

Patterson offers a realistic approach any company can put into practice. In three sections, her book advises how to figure out what to measure (what really matters); build, support, and shape the internal culture; and then translate all of the great measurement processes and ideas into practical applications that make sense for your organization. The result will be a more dynamic, performance-driven organization. The book includes process maps related to data collection, measurement, reporting and performance target setting along with tips at the end of each chapter to aid any size organization with its transformation. The book describes how to create a marketing performance dashboard and specifications for developing a quality dashboard as well as factors that will affect success in developing a performance-driven marketing organization, including relations with the C-suite, alignment with sales and finance, and the development of necessary processes, systems, tools, skills, and training.

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Upcoming Events

  1. MarTech Boston Conference

    October 3 @ 4:00 pm - 4:30 pm
  2. TMAG Meeting | Using Data to Create a Segment-Based Strategy

    October 18 @ 10:30 am - 3:30 pm

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