Peer Insights, Experiences & Results

Many of your colleagues have traveled your path. It’s been our privilege to provide solutions that facilitate and accelerate their mission to more tightly connect strategy, process, insights, and measurement to business performance. Below, you can find case studies and peer insights for each of our four practices: Alignment, Accountability, Data-Derived Decisions, and Operational Excellence. Register and/or Login to download complete customer case studies to learn more about how our customers benefitted from collaborating with VisionEdge Marketing.

Alignment and Strategy Practice

• Using Alignment and Accountability for Optimizing Investment Decisions
  This financial services organization invests millions of dollars to market its products. By employing the VisionEdge Marketing process to establish measurable objectives and budget they were able to answer this question: is the Marketing organization optimally allocating its funds? As a result of this work, the company gained the ability to establish and measure results against performance targets within their payback parameters, and how for the first time they can measure their contribution in terms that are meaningful to their executive team.
• The Role of Brand Strategy When Launching a New Company
  Prior to their company launch, BroadCloud, a wireless technology provider wanted to create a positioning framework that would help them dominate the wireless Internet market. A framework to support the launch, and optimally position the company, was developed and adopted across the company. It served as the roadmap for launch execution.
• Repositioning a Product for a More Strategic Marketing Approach
  Catapult Systems used processes in the VisionEdge Marketing SmartStart Services Suite™ to move from a feature-based, tactical marketing approach to a strategic, value-based approach. By developing a new positioning and launch strategy for its premier product, the company achieved record sales and significant media attention in the following quarter.
• Refine the Message Map to Elevate the Conversation
  Learn how Certara Software worked with VisionEdge Marketing (VEM) to revise their messaging to resonate with people responsible for accelerating the drug development life cycle, shortening drug development decisions, and speeding commercial market adoption. Explore the 5 key stages associated iwth the VEM process.
• Rapidly Pivoting and Repositioning for a Market Change
  When Momenta, a mobile computing company, realized they needed to rapidly pivot from a B-to-C to a B-to-B model, they asked VisionEdge Marketing to help them reposition their company and products. Momenta found VisionEdge Marketing's primary qualitative research approach in our QuickStart Intelligence Service™ and the methodology of our JumpStart Positioning Service™, valuable processes for developing its messaging and brand strategy. As a result, Momenta repositioned itself into a new and growing market with a compelling story and value position.
• New Approach to Measurable Customer-Centric Plan Aligns Sales and Marketing
  The Cargo group of Southwest Airlines Co. (NYSE: LUV), the world's largest low-cost carrier, wanted to develop a measurable customer-centric plan and a repeatable planning process. Using VisionEdge Marketing's process, a well-articulated roadmap that aligned the Sales and Marketing team was developed. As a result of our work, clear measurable objectives and Marketing measures were developed and the results improved alignment and accountability.
• Metrics Initiative Enables Marketing to Become a Best Practice Center
  The Elsevier Science and Technology product marketing organization used the VisionEdge Marketing Accelance® process and training to professionalize their team and adopt a performance management approach. A key question for the team was how to measure their impact on the business. Learn how the mapping process created and ensured alignment between product marketing and the business, identified metrics to monitor and measure performance, and how the process transformed the team into a strategic partner and best practice center.
• Measurable Marketing Plans Facilitate Marketing and Sales Alignment
  TÜV SÜD America Inc., a globally recognized testing, inspection, and certification organization, leveraged VisionEdge Marketing's "Six Steps to Creating a Customer-Centric Measurable Marketing Plan" to improve alignment between the Marketing and Sales teams across multiple lines of buisness and provide a clear roadmap for meeting operational and sales goals.
• Measurable Customer-Centric Plan Captures Partner Funding and Accelerates Pipeline
  Microsoft presented CONQUEST Technology Services with an opportunity to be a “go-to” partner in their region for their new Microsoft Unified Communications (UC) solution. This case study discusses how CONQUEST used VisionEdge Marketing's Outcome-Based Mapping methodology to produce a customer-centric, measurable marketing plan with quantifiable business results to support the evaluation process. As a result of this work, CONQUEST become Microsoft's "go-to" partner in their region.
• Laying the Strategic Foundation for a Cybersecurity Company’s Rapid Growth
  Learn how Everything Blockchain, Inc. leveraged VisionEdge Marketing's experience in the data security/cybersecurity industry to build out the Marketing infrastructure, develop the positioning and messaging for the company, prepare for and launch its SaaS application, develop the Go-to-Market strategy, and lay the groundwork for the launch of its blockchain-powered database management system.  Despite the short runway, the Marketing outcomes surpassed expectations and the strategic foundation for  success going forward was created.
• How Strategic Marketing Put a Computer Workstation Manufacturer on a Path to Revenue
  This case study recaps how a model developed by VisionEdge Marketing helped BOXX Technologies better estimate their total available market and align Sales and Marketing processes for greater effectiveness. The resulting action plan increased market share and drove incremental revenue.
• From Random Acts of Marketing to a Customer Engagement Strategy
  Explore how Mott used VisionEdge Marketing's Accelance® process to move from isolated Marketing activities, to momentum building Marketing programs tied to a strategy. As a result of the change, the company reached and engaged more customers. Learn how our process helped form clear linkages between what the company was trying to achieve and the work of Marketing.
• Exceed Industry Averages with a Customer Value Strategy
  Taking a data-informed, customer-centric approach, to Mojo Helpdesk’s growth plan significantly increased trials of the SaaS platform. Learn how the company used content marketing as a major component of the plan to increase engagement.
• Developing an Integrated Marketing Plan Aligns the Team and Drives Demand
  Even companies with MBAs realize there is value in honing their marketing skills. TManage, a provider of secure remote solutions, utilized VisionEdge Marketing's patented Accelance® process to develop a customer-focused integrated Marketing plan. The resulting Marketing planning process served to align the entire organization.
• Developing a Brand Strategy Beyond Mission and Values
  With a strong foothold in the remote networking services market, NetSolve wanted to expand their brand awareness among channels and end-users, in a thoughtfully planned fashion, based on a customer-centric brand strategy. This case study highlights how using its JumpStart Positioning Service ™ and PowerStart Opportunity Development Service™ methodologies, VisionEdge Marketing helped NetSolve create a comprehensive and measurable strategic and tactical plan that the company was able to implement rapidly.
• Customer Journey Mapping Improves Forecasting, Sales Alignment & Marketing Effectiveness
  ClearCube, a leader in PC Blade Solutions, leveraged VisionEdge Marketing's Customer Journey Mapping and Pipeline Engineering methodologies to make sales forecasts more reliable and accurate, and improve alignment between the Marketing and Sales teams. Within a 3-month period the process was defined, the journey and pipeline stages were validated with customers and the journey stages were integrated with the company’s Salesforce platform.
• Creating a Communications Strategy to Attract Investment Capital
  Non-profits are always in search of funding and spend a good portion of their energy seeking investors. A young, technology-focused, non-profit within Austin's Independent School District, used VisionEdge Marketing's positioning and messaging workshop to formulate their messaging and build out their investor presentation. This enabled them to successfully secure a grant.
• Competing Effectively Through Sharper Strategic Positioning
  Emergent Technologies realized that before it repositioned itself, and changed its sales collateral, presentations and web site, it needed to develop a solid strategy based on objective customer and market research. Using VisionEdge Marketing's expertise and QuickStart Intelligence Service™ and JumpStart Positioning Service™, a customer-centric positioning platform was developed. As a result of the work, Emergent Technologies was able to describe the company in a compelling manner and differentiate the firm from other VCs.
• Aligning Marketing to Business Results to Improve Marketing Accountability
  Safe Systems, a national leader in providing IT solutions exclusively to financial institutions, was faced with the challenge of shifting its business philosophy from a primarily small business opportunistic approach, to a more strategic mid-sized company. The company created a vision and a plan for growth and realized the critical role Marketing plays in the implementation of their growth plan. Discover how Safe Systems utilized VEM's patented Accelance® methodology and application to improve Marketing alignment and develop metrics to accurately measure Marketing's impact and value.
• A Scientific Approach Creates New Customer Conversations
  Learn how Abacode, a Managed Cybersecurity & Compliance provider, used VisionEdge Marketing's scientific structured approach to develop and implement a Marketing plan and strategy to accelerate growth, measure Marketing's contribution, and establish essential operational processes.

Accountability Practice

• Using Alignment and Accountability for Optimizing Investment Decisions
  This financial services organization invests millions of dollars to market its products. By employing the VisionEdge Marketing process to establish measurable objectives and budget they were able to answer this question: is the Marketing organization optimally allocating its funds? As a result of this work, the company gained the ability to establish and measure results against performance targets within their payback parameters, and how for the first time they can measure their contribution in terms that are meaningful to their executive team.
• Transforming from Product-Centric to Customer-Centric with a Focus on Accountability
  Read how Winton Global Homes used the VisionEdge Marketing Outcome-Based Mapping methodology to produce a customer-centric measurable marketing plan.
• Timing Right for Kronos to Develop New Marketing Metrics and a New Dashboard
  Kronos, Inc., a global provider of human capital management solutions, wanted to build a Marketing dashboard. VisionEdge Marketing deployed its patented Accelance® methodology to help Kronos develop a set of measurable Marketing objectives directly tied to corporate initiatives and associated metrics chains. The chains served as the foundation for developing the dashboard used to support key decisions that improved integration, collaboration and operational efficiencies.
• Research Provides Measurement Company A Better Understanding of Customer Behaviors
  This case study explains how VisionEdge Marketing's research and metrics capabilities were utilized to help Tektronix, a worldwide leader in the test, measurement and monitoring industry capture customer information and create customer metrics designed to improve their ability to service their customers. As a result of the work, Tektronix gained a better understanding of the current and potential Share of Wallet among their customers. The project, also provided insight into how brand preference and loyalty impact customer purchasing behaviors, and supported the creation of new customer metrics. The research identified the three most critical purchasing factors for buyers of Tektronix solutions and how Tektronix can create a stronger competitive advantage.
• Metrics Make YardSmarts Smarter
  Briggs & Stratton, an engine power products group, needed a metrics framework to tie PR to business results. Read how the VisionEdge Marketing approach enabled the team to shift from media impressions as the primary measurement for its YardSmarts program, to measures that provided insight into how a specific PR initiative improved the brand and sales.
• Metrics Initiative Enables Marketing to Become a Best Practice Center
  The Elsevier Science and Technology product marketing organization used the VisionEdge Marketing Accelance® process and training to professionalize their team and adopt a performance management approach. A key question for the team was how to measure their impact on the business. Learn how the mapping process created and ensured alignment between product marketing and the business, identified metrics to monitor and measure performance, and how the process transformed the team into a strategic partner and best practice center.
• Metrics Facilitate Annual Planning and Budgeting Process
  VCON, a company that develops and manufactures collaborative communication solutions, worked with VisionEdge Marketing to establish a key set of metrics that crossed markets and regions. These measures served as the foundation for an outcome-based Marketing plan and budget. VCON wanted business metrics and indicators they could use to assess Marketing's progress and its strategic contribution. Both closed-loop measures to drive short term sales increments, and strategic measures to focus on long-term market position, were developed. These measures provide insight into economic, shareholder, and customer value.
• Marketing Audit Takes Marketing Effectiveness to New Heights
  A leading international firm of micro-economists that provides practical economic analysis and advice, wanted to understand whether the value of their investment in Marketing was paying off. They asked VisionEdge Marketing to employ its MarketStrength Audit™ to reveal areas where the Marketing organization was performing well, and where there were opportunities for operational improvements. Upon completion of the audit, VisionEdge Marketing provided recommendations for how to close the gaps which helped the company improve Marketing’s effectiveness.
• Making Marketing Relevant to the C-Suite
  Kennametal, a world leader in the metalworking and wear solutions, serves customers in 60 countries. The Kennametal team wanted a way to demonstrate that Marketing is more than an exceptional service provider and producer. As a result, the Marketing team employed VisionEdge Marketing's process to enable them to connect the impact of their marketing initiatives to business results. Learn how the Kennametal team employed VEM’s expertise and patented Accelance® Blueprint process to create an actionable customer-centric measurable Marketing plan. Clear alignment between Marketing and the business and defined customer-centric outcome-based metrics, paved the way for operational excellence.
• Logistics Company Improves Route to Marketing Performance Management
  Learn how BAX Global, Inc., a $2.4 billion supply chain management and transportation solutions company, utilized VisionEdge Marketing's plan assessment and development process to identify and improve their metrics to better evaluate Marketing's contribution.
• How Creating Impact to Value Chains Improved Measurement 
  The National Renewable Energy Lab (NREL) is the U.S. Department of Energy’s primary national research and development laboratory for renewable energy and energy efficiency. NREL works with agencies and public and private organizations around the world to support the appropriate deployment of renewable energy technologies. NREL wanted to facilitate and measure the adoption process of new energy technologies. Learn how NREL employed VisionEdge Marketing’s Accelance® process to create a data-driven metrics approach for evaluating the impact of the Regional Resource Centers on the adoption process.
• From Random Acts of Marketing to a Customer Engagement Strategy
  Explore how Mott used VisionEdge Marketing's Accelance® process to move from isolated Marketing activities, to momentum building Marketing programs tied to a strategy. As a result of the change, the company reached and engaged more customers. Learn how our process helped form clear linkages between what the company was trying to achieve and the work of Marketing.
• Developing a Brand Strategy to Address Acquisitions
  Following a number of mergers and acquisitions over a few short years, ETS-Lindgren, a testing and measurement company, found itself managing a plethora of brand identities and value propositions. They asked VisionEdge Marketing to recommend a revised brand strategy. As part of the work, VEM conducted customer research to integrate the customer perspective into the strategy. As a result of this work, a simplified, customer-centric branding platform and realistic plan for growth based on the strategy, was developed.
• Designing Results-Oriented Marketing Plans with a Focus on Metrics
  As companies make Marketing investments, they often realize they need to improve their measurement systems. Read how Metrowerks, a software tools developing organization, renewed their focus on metrics to enable the Metrowerks management team to more tightly correlate Marketing investments with results.
• Changes in Metrics Demonstrates Strategic Role of Marketing at Technology Company
  Zebra Technologies, manufactures and sells marking, tracking and computer printing technologies. They used VisionEdge Marketing's services to improve alignment of the Marketing organization with the business, especially Sales. A key part of the work entailed defining performance targets, establishing metrics targets, creating a dashboard, and socializing these within the company to more effectively measure Marketing's contribution, value, and ROI.
• Aligning Marketing to Business Results to Improve Marketing Accountability
  Safe Systems, a national leader in providing IT solutions exclusively to financial institutions, was faced with the challenge of shifting its business philosophy from a primarily small business opportunistic approach, to a more strategic mid-sized company. The company created a vision and a plan for growth and realized the critical role Marketing plays in the implementation of their growth plan. Discover how Safe Systems utilized VEM's patented Accelance® methodology and application to improve Marketing alignment and develop metrics to accurately measure Marketing's impact and value.

Data-Derived Decisions Practice

• Using Market and Customer Segmentation to Power Growth
  VisionEdge Marketing implemented its MarketSmart Segmentation Service™, which provides a repeatable process a company can apply to power growth, to establish objective data-driven criteria to analyze and prioritize customer and market segments for HyPerformix. The segmentation approach improved conversion rates and reduced selling time. The case study outlines the process and describes how the model enables companies to evaluate market and customer segments along two axes: Accessibility and Opportunity.
• Thorough Competitive Analysis Leads to Successful Shift in Business Strategy
  When the market changes, a shift in business strategy may be required. This was the case for Amicus, a company that helps its customers in the financial services industry improve their business processes. VisionEdge Marketing conducted primary research and competitive analysis, to create a strategic positioning platform used to change the Amicus business strategy. The new strategy resulted in the company closing large deals far more quickly than previously possible.
• Segmentation Methodology Identifies Profitable New Markets
  TengoInternet, a wireless Internet service provider, wanted to shift its growth into high gear by quickly and thoroughly analyzing potential market segments for expansion. They needed to outsource the work and asked VisionEdge Marketing to conduct the research and analysis and provide expansion recommendations. A new market was identified, which the company quickly penetrated, becoming the market leader.
• Research Provides Measurement Company A Better Understanding of Customer Behaviors
  This case study explains how VisionEdge Marketing's research and metrics capabilities were utilized to help Tektronix, a worldwide leader in the test, measurement and monitoring industry capture customer information and create customer metrics designed to improve their ability to service their customers. As a result of the work, Tektronix gained a better understanding of the current and potential Share of Wallet among their customers. The project, also provided insight into how brand preference and loyalty impact customer purchasing behaviors, and supported the creation of new customer metrics. The research identified the three most critical purchasing factors for buyers of Tektronix solutions and how Tektronix can create a stronger competitive advantage.
• Research Provides Guidance for New Product Functionality and Features
  Tablet PC innovator, Motion Computing, relied on VisionEdge Marketing's research capabilities to validate product features and make informed decisions on feature trade-offs prior to freezing product specifications. Insights derived from a cost-effective mix of focus groups and one-on-one interviews helped prioritize product features and functionality and provided product roadmap direction.
• Research Drives Winning Customer-Centric Strategies to Improve Demand Generation
  Baxter Planning Systems is in the supply chain management space and engaged VisionEdge Marketing services to conduct primary research, sharpen the company's strategic positioning and develop a rapid-fire execution of an opportunity development and lead generation plan. The work resulted in a measurable impact on a company's buying pipeline, in this case a 500% improvement.
• Refine the Message Map to Elevate the Conversation
  Learn how Certara Software worked with VisionEdge Marketing (VEM) to revise their messaging to resonate with people responsible for accelerating the drug development life cycle, shortening drug development decisions, and speeding commercial market adoption. Explore the 5 key stages associated iwth the VEM process.
• Rapidly Pivoting and Repositioning for a Market Change
  When Momenta, a mobile computing company, realized they needed to rapidly pivot from a B-to-C to a B-to-B model, they asked VisionEdge Marketing to help them reposition their company and products. Momenta found VisionEdge Marketing's primary qualitative research approach in our QuickStart Intelligence Service™ and the methodology of our JumpStart Positioning Service™, valuable processes for developing its messaging and brand strategy. As a result, Momenta repositioned itself into a new and growing market with a compelling story and value position.
• Primary Research Provides Insight into New Market Opportunities
  Pervasive Software, a data management company, relied on VisionEdge Marketing to conduct qualitative research to help identify new market opportunities. The research provided insights into provider evaluation criteria and purchasing attributes. These insights helped the company validate assumptions and facilitate new and critical business decisions regarding entering new markets.
• Investing in Segmentation Improves Marketing Effectiveness
  Vignette, a content management and portal solutions company, used the VisionEdge Marketing's MarketSmart Segmentation Service™ methodology to evaluate and identify new markets where existing products could be rapidly adopted. As a result of this work, the company identified and pursued several new markets to secure traction and quick wins.
• Intelligent Telemarketing Converts Suspects to Prospects for Outstanding ROI
  EPSIIA, an organization within FiServ, had VisionEdge Marketing conduct primary customer research to support better opportunity engagement, scoring and management. The research provided insights into prospects' needs and resulted in identifying new and immediate business opportunities with a faster close rate.
• Identifying New Market Potential Sets Direction for Higher Valuation
  Infoglide Software used VisionEdge Marketing's market analysis methodology to successfully identify new commercial opportunities for its product family. The analysis enabled the CEO to inform the Board of Directors on where the company should invest next, and the overall market potential of the company.
• How Strategic Marketing Put a Computer Workstation Manufacturer on a Path to Revenue
  This case study recaps how a model developed by VisionEdge Marketing helped BOXX Technologies better estimate their total available market and align Sales and Marketing processes for greater effectiveness. The resulting action plan increased market share and drove incremental revenue.
• From a One Size Fits All to Segmentation-Based Marketing
  Northwest Federal Credit Union (NWFCU), a full-service financial institution and one of the top 50 credit unions in the nation, faced data access and quality challenges. Learn how VisionEdge Marketing helped the experienced Marketing team use market and customer data and analytics to create a segmentation-based strategy and a measurable customer-centric plan that accelerated membership growth.
• Exceed Industry Averages with a Customer Value Strategy
  Taking a data-informed, customer-centric approach, to Mojo Helpdesk’s growth plan significantly increased trials of the SaaS platform. Learn how the company used content marketing as a major component of the plan to increase engagement.
• Developing a Brand Strategy to Address Acquisitions
  Following a number of mergers and acquisitions over a few short years, ETS-Lindgren, a testing and measurement company, found itself managing a plethora of brand identities and value propositions. They asked VisionEdge Marketing to recommend a revised brand strategy. As part of the work, VEM conducted customer research to integrate the customer perspective into the strategy. As a result of this work, a simplified, customer-centric branding platform and realistic plan for growth based on the strategy, was developed.
• Customer and Market Data Provide Sales and Marketing Direction
  Howden Buffalo Inc. wanted a cost-effective way to gain insight into customers' and prospects' buying criteria and supplier selection process. Howden asked VisionEdge Marketing to develop and field qualitative research and analyze the data to understand supplier preferences and perception. The company used the information to identify new opportunities and reduce the sales cycle.
• Competing Effectively Through Sharper Strategic Positioning
  Emergent Technologies realized that before it repositioned itself, and changed its sales collateral, presentations and web site, it needed to develop a solid strategy based on objective customer and market research. Using VisionEdge Marketing's expertise and QuickStart Intelligence Service™ and JumpStart Positioning Service™, a customer-centric positioning platform was developed. As a result of the work, Emergent Technologies was able to describe the company in a compelling manner and differentiate the firm from other VCs.
• Acquiring New Business in a Cluttered Market
  Service companies often experience a number of challenges and operate in a cluttered market. After years of relying on referrals to generate revenue, Momentum Leadership, an organizational development firm, wanted a marketing strategy that enabled them to actively pursue new business, fend off incoming competitors, and accelerate growth.

Operational Excellence Practice

• Timing Right for Kronos to Develop New Marketing Metrics and a New Dashboard
  Kronos, Inc., a global provider of human capital management solutions, wanted to build a Marketing dashboard. VisionEdge Marketing deployed its patented Accelance® methodology to help Kronos develop a set of measurable Marketing objectives directly tied to corporate initiatives and associated metrics chains. The chains served as the foundation for developing the dashboard used to support key decisions that improved integration, collaboration and operational efficiencies.
• Marketing Audit Takes Marketing Effectiveness to New Heights
  A leading international firm of micro-economists that provides practical economic analysis and advice, wanted to understand whether the value of their investment in Marketing was paying off. They asked VisionEdge Marketing to employ its MarketStrength Audit™ to reveal areas where the Marketing organization was performing well, and where there were opportunities for operational improvements. Upon completion of the audit, VisionEdge Marketing provided recommendations for how to close the gaps which helped the company improve Marketing’s effectiveness.
• Making Marketing Relevant to the C-Suite
  Kennametal, a world leader in the metalworking and wear solutions, serves customers in 60 countries. The Kennametal team wanted a way to demonstrate that Marketing is more than an exceptional service provider and producer. As a result, the Marketing team employed VisionEdge Marketing's process to enable them to connect the impact of their marketing initiatives to business results. Learn how the Kennametal team employed VEM’s expertise and patented Accelance® Blueprint process to create an actionable customer-centric measurable Marketing plan. Clear alignment between Marketing and the business and defined customer-centric outcome-based metrics, paved the way for operational excellence.
• Laying the Strategic Foundation for a Cybersecurity Company’s Rapid Growth
  Learn how Everything Blockchain, Inc. leveraged VisionEdge Marketing's experience in the data security/cybersecurity industry to build out the Marketing infrastructure, develop the positioning and messaging for the company, prepare for and launch its SaaS application, develop the Go-to-Market strategy, and lay the groundwork for the launch of its blockchain-powered database management system.  Despite the short runway, the Marketing outcomes surpassed expectations and the strategic foundation for  success going forward was created.
• Educational Program Invigorates Marketing Team to Continue Meeting Challenges
  Centerpulse Orthopedics wanted to instill additional customer-centric practices within their predominately technical Marketing department to meet the challenges of a dynamic and competitive marketplace. They brought VisionEdge Marketing's Strategic Marketing Academy™ professional development programs in-house. The hands-on learning effectively equipped the organization with new tools, processes, and skills to meet competitive and market challenges.
• A Scientific Approach Creates New Customer Conversations
  Learn how Abacode, a Managed Cybersecurity & Compliance provider, used VisionEdge Marketing's scientific structured approach to develop and implement a Marketing plan and strategy to accelerate growth, measure Marketing's contribution, and establish essential operational processes.