Customers

We wanted to work with a firm that could speak the language of the C-suite and collaborate with our existing team.

With the focus on adding value as the basis of content, Mojo content consumption increased 800%. Website traffic increased by 68% and trial page to trial signup went from below the industry average of 25% to above the industry average of nearly 35%.

While VisionEdge Marketing has the domain expertise and relationships, one of the key benefits was their well-defined message mapping process.

The Marketing outcomes surpassed our expectations and Laura laid the strategic foundation for our success going forward.

At Elsevier, I wanted to enable our product marketing team to be a valued partner within the organization and that required a number of shifts, including taking a more insights-driven, market-centric performance management approach. Having read VisionEdge Marketing’s book Metrics in Action: Creating a Performance-Driven Marketing Organization, I knew I had found a firm with a proven track record that combines training, structure, tools, techniques and frameworks to help me accomplish this objective. With Laura’s help we made tremendous headway. The methodology is very structured, collaborative, and actionable. As a result of working with Laura and her team, we created a pathway for putting customer interactions and conversations at the center of everything we did.

Customer success is vital to every organization and that was no different for us at Howden. We like many companies recognize our success is directly linked to whether our customers receive clear value from our products and services. That’s why we employed Laura and the VisionEdge Marketing team on several occasions to develop and implement programs to gain insights from existing and prospective customers on what we needed to do on a product, service, and communication level to deliver value and move ahead of the competition. I’ve known Laura over 10 years and I recommend her when you are looking for a team with superb project onboarding and execution skills who can deliver actionable insights to improve alignment with sales, drive product development, and enhance customer relationships.

I’ve worked with Laura since 2012 on several projects associated with Marketing Operational Excellence, performance measurement and data chain improvement. While the field is full of those who claim to do similar work, I found Laura’s personalized end-to-end approach, and especially her commitment to driving customer-centric success outcomes as key differentiators. She enabled us to identify opportunities for continuous improvement, define outcome based metrics and data chains to achieve them, as well as learn from best practices as a result of her well-regarded MPM benchmark study. I would recommend Laura to any organization trying improve and accelerate how they attract, win and retain customers while driving customer lifetime value attainment through product and service adoption.

I have known and worked with Laura and her team for over a decade. When it comes to Marketing accountability, especially determining the right metrics and building a dashboard, and aligning Marketing to the business, Laura is at the top of my go to list. From my experience, she is an expert on Marketing performance management and measurement. Over the years, Laura has helped my teams with Marketing plan development, dashboard construction, and defining and implementing marketing operations processes. In addition to her expertise, Laura has a passion and the skills for helping Marketing organizations be successful. Marketing organizations couldn’t have a better champion and coach.

I first met Laura when she spoke at a Marketing conference on the topic of Marketing alignment and accountability. The problems she described in her presentation closely matched our own organization’s situation. I found her solutions and suggestions to be right on target. I initially tapped Laura’s expertise to support developing shared metrics that would improve a Marketing and Sales alignment effort, piloting one of our business lines. We’ve completed other marketing mapping and measurement projects together since then. Our work together is well-received by our leadership team. Laura’s ability to bring disparate pieces of data together combined with her professional approach and collaborative style has worked to add value to our team’s contributions, not to mention has made for a long-term relationship. VEM is one of my go-to sources for latest trends and content for B2B marketing.

I knew from the very first conversation with Laura that we needed to work with VisionEdge Marketing. While leading a global project to define and track marketing’s influence on revenue, we determined we needed to create a data model. We were working to a firm deadline, so after evaluating our internal options, I reached out to Laura. She and her team are well-regarded for both marketing analytics and accountability and their experience with Zebra was a plus. With Laura’s help we made tremendous progress in a matter of weeks. She developed the initial framework for the model. Then in collaborative working sessions with the entire team, she took us through each step of the model insuring everyone on the team understood how the model was formulated and worked. Over another few weeks, she helped us refine and vet the model in preparation for presenting it to the executive team and helped us craft the wireframe for the initial dashboard. We made the deadline and the executive team accepted the model which we are now using. Laura’s expertise, knowledge, well-defined process and collaborative approach, all made a major difference in being able to accomplish to create the model and deliver it on-time.

Before VEM's workshop, our thinking was very tactical. Now we have some tools to help us be strategic and measure our contribution to the business.

Through an evaluation and reengineering of our pipeline
and the results of the primary research within the DCC
industry, VEM built a model that provides us with a
foundation for improving our sales and marketing
processes and achieving significant unit and revenue
growth.

VisionEdge Marketing's collaborative approach and iterative approach enabled us to learn on-the-fly. We ere benefiting from the relationship almost from day one. The final document is serving as a valuable reference and has become an integral part of our internal training. If we hadn't undertaken this effort, we wouldn't be seeing the improvements in lead volume and reduced sales cycles that we are today.

VisionEdge Marketing served as our guide for focusing on critical metrics to show value. They helped us identify and address data and process gaps, formalized the processes, and change up the pace.

We wanted a firm with technology experience, a firm that could blend marketing and technology, someone who understood the partner, and had expertise in both strategy and marketing measurement. VisionEdge Marketing had the experience and expertise [we] needed.

The VisionEdge Marketing initial ‘AccomplishTM’ discovery session provided a structured format to get our team in synch. Throughout the entire process, VisionEdge Marketing served as an instrumental catalyst to internal discus- sions that got us thinking differently.

VisionEdge Marketing was the
best at understanding our problem,
developing a comprehensive
plan, and being able to execute
it within the time frame and
budget we had established.

The fact that VisionEdge Marketing
offered mix and match modules was
very helpful. We were
able to select the modules from the
company’s Strategic Marketing
Academy whose learning objectives
most matched our requirements.

This was the first company that understood and wanted to do all the upfront work, rather than just executing tactics. VisionEdge brought experience, discipline, and a methodology to the table that other companies we interviewed just didn’t seem to have.

We chose VisionEdge Marketing for several reasons. They presented a solid plan of approach that went beyond aesthetics and focused on both strategic and tactical elements that incorporated meaningful metrics.

VisionEdge Marketing came highly recommended and we’d recommend them as well. We’re a small firm and like many firms we’re facing economic challenges in this tough environment. The VisionEdge Marketing team has a good track record helping firms our size. They have a suite of services well matched to the scope of our problem and budget. The VisionEdge Marketing team provides a very collaborative approach which sat well with our team.

VEM's extensive software marketing experience gives them a valuable perspective. They're able to 'read between the lines' better than most when it comes to analyzing market trends.

VEM helped us develop a repeatable
segmentation model so our strategic go-to-market
planning was more informed.

VisionEdge Marketing’s framework enabled us to break up the metrics into smaller, well-de ned categories that allowed us to create the right metrics for our program. We were able to quickly see how to set up the metrics to be most effective.

VisionEdge
Marketing presented a process for defining the lead
classification that met our needs and went well beyond
typical lead classification attributes such as budget,
authority, need, and timing. We were also very impressed
by VEM’s researchers. And based on the strength of the
end results, so apparently were the compliance officers
they called for us.

We chose VisionEdge Marketing because they demonstrated the background and knowledge and successful prior experience that suggested they could help us develop the right set of metrics and achieve our goal.

We liked the VisionEdge Marketing
systematic approach. Even though they
were clear that qualitative data would
only provide general guidance and
directional insight, it was clear that
the way they captured and
communicated the information would
be significantly different from what we
had experienced with past firms.

VisionEdge Marketing’s process enabled us to validate
past assumptions about our market while allowing us
to uncover what we didn’t know. The process put us
on a quest – the more data we accessed, the more we
learned about our members and the market; our appetite
for data expanded.

The onsite working session was one of the most impactful and impressive meetings I’ve participated in. We now have a
set of quantifiable outcomes on which to build a more strategic, measurable marketing plan.

With the new plan the organization knows where to focus to augment and gain market share and to diversify their customer base. As a result of the analysis it became clear where there were new opportunities to connect with customers.

We appreciate their
philosophy - instead of handing out fish and keeping a
company dependent upon them, VisionEdge Marketing
teaches companies how to fish so they could feed
themselves.

The VEM team understood the company’s
requirement of an objective and measurable evaluation
process that would meet the high standards of the in-house
economic consultants.

VisionEdge Marketing brought extensive marketing experience with companies such as ours, so they understood the challenges of execution.Having spent some time in the agency world, I realized their SmartStart Services Suite was a creative approach to this kind of work. The deliverables were clear and the methodology sound. Their use of a workplan gave us something to manage to and created a strong comfort level.

We came to greatly appreciate our sessions with VisionEdge Marketing. They brought a structure to our thinking that forced us to think differently and strategically about our target audiences. We didn't have the experience to think about it in this way.

VEM’s methodology succeeded in achieving critical ‘buy-in’ from sales executives, sales management, sales operations, top management, and marketing.

We realized early on that VisionEdge Marketing brought a breadth of experience and a no-nonsense style that cut through all the fluff so often associated with traditional marketing consulting. Their proposal offered definite, specific deliverables with a clearly defined timetable.

The most important element was the
concept of developing what VEM calls
an outcome-impact chain. These chains
served as the guide for how we would
measure the initiative and what data
would be required.

VisionEdge Marketing directly
influenced our business approach with
the most important result being that
we have closed more deals in our target
market and closed them faster.

In the end, what cinched our decision was
VisionEdge Marketing’s knowledge and flexibility with the
needs of our project. Their team demonstrated their
process and capabilities in a way that gave us a sense of
confidence. We were assured that they could complete
the research and meet our time demands.

We wanted a company that could
help us as much with the education
process as well as with getting the
data. VisionEdge Marketing was
capable of doing both.

The VEM project delivered excellent
value. We successfully penetrated our
new markets and now have expanded
into four new geographies.

We needed a company that could talk about the entire marketing mix, not just marketing communications. After having worked with VisionEdge Marketing it was clear they understood the difference.

The process we went through with VisionEdge Marketing helped us to really hone in on business metrics and the indicators we could use in marketing to assess our progress.
Plus, we were able to be more focused. When you’re tracking dozens of activities, it’s easy to end up chasing your tail. Now we have just a few key gauges we are monitoring.

VEM gave us a
professional and systematic methodology for
successfully improving the effectiveness of our
marketing efforts.

The customer-centric view we needed was integrated into the process and enabled our organization to think differently. As
a result we were able to explore new ways of connecting with customers, for creating marketing objectives, and establishing performance targets for programs. Plus, there was tremendous value in having a written document that ‘spelled-out’ how we would measure marketing.

Laura Patterson from VisionEdge Marketing came in to assist Andrews FCU in developing out marketing program and provided so much more that expected. She quickly located the flaws in our strategic marketing program, trained up and led the staff through development of another plan, and ensured that the resulting programs developed had the metrics and accountability I was looking for.
Excellent results. A true expert.

'I have worked with Laura and VisionEdge Marketing on several projects over the last 20 years, most recently on helping our medical device company successfully pivot our sales model
to a direction that would better fit the demands of our market. Laura is a master in the science of marketing and I would highly recommend her for any project, whether helping build marketing capability from scratch or keeping your team focused on the critical areas of strategy and metrics.'

While at Cisco I was responsible for several projects that involved developing marketing metrics, measurement frameworks and dashboards. I selected Laura and her team to help because she is one of the foremost authorities and experts for this work. Her strong project management skills helped energize our team to begin massive changes in managing marketing accountability. More importantly, after working with her the first time I knew I could count on her to collaborate with our team and help us drive the initiatives to success. This became extremely important when a project we were doing with someone else fell significantly behind schedule and wasn’t producing what we needed. I reached out to Laura and they jumped right in and got us back on track. I was truly impressed by Laura’s ability to adeptly navigate our team from issue to resolution during a very challenging period in the organization. Expertise and her focus on insuring her customers’ success and how she manages customer engagements truly separates her from the pack. I hope to have the opportunity to work with Laura again.

As a company that helps other businesses manage their e-fulfillment needs, we’ve been exploring ways to expand our solution set to include additional marketing expertise. It makes sense to have an alliance with VisionEdge Marketing with their breadth and depth in branding and positioning which enables us to bring a stronger strategic foundation our customer.

While in my Marketing leadership roles at Pavilion Technologies and Rockwell Automation, I relied on Laura and VisionEdge Marketing numerous times. I needed to count on her deep expertise and proven track-record in creating measurable customer-centric Marketing plans and building customer-centric buying journey maps to support our lead gen initiatives, and developing personas for our different industry segments.
While there are many people with this experience and know-how, what distinguishes Laura and her team is their ability to onboard an engagement, adapt and collaborate with a team, and bring valuable insights and repeatable quality processes to their customers. I found that Laura delivered an exceptional customer experience and brought more to the table than what was outlined in the statement of work.

As we were approaching a global meeting, it was decided to bring in an external firm to lead us through a series of competitive messaging working session for several of our products. I was tasked with this search and was excited to find Laura Patterson and VisionEdge Marketing. This team has the messaging and marketing expertise, the domain experience and an existing framework. As I proceeded through the fast-track due diligence, it became evident we were bringing in the right people. Despite a very short timeline, Laura and her team found a way to talk with all the key members and incorporate their requirements into the framework. The result was an effective multi-day program that engaged the entire global team and produced the valuable work product that fueled the foundation of our competitive messaging. We learned a great deal from the process and the working sessions.

With a new marketing team and big challenges competing for share of voice in a very noisy landscape, our sales team was constantly questioning the impact and value of our current marketing investments. The metrics workshop facilitated by VisionEdge Marketing Laura helped our team achieve the perspective required to improve our alignment, planning, prioritizing, target setting, and reporting processes to ensure that our tactical and strategic investments have a direct and visible connection to the overall business objectives. This approach is strengthening our relationship with sales.

Laura and her team have been an important and valuable resource over the years, especially for gaining customer and competitive insights and refining how we measure Marketing’s value. VisionEdge Marketing brings best-in-class processes and methodologies to the table, just as important however, is how they work with us and execute a project. Their level of organization, knowledge and energy is top notch!

We wanted to formalize our Go-to-Market strategy and plan as we prepared to bring a new skin wound product to market. We wanted this plan to address our target market, their buying process and incorporate a set of well-defined business outcomes and measurable objectives for both the business and the launch. It was an easy decision to select VisionEdge Marketing for this work. Laura’s familiarity with LifeNet Health and the bio-implant/medical device industry, along with the firm’s expertise and well-established Accelance methodology and process enabled us to rapidly develop the strategy, plan and metrics.

As we work with companies to address the obstacles in transforming their businesses, it may become apparent that certain key business functions need bolstering.In the past, when we identified this scenario we made informal recommendations. Now that our own company has experienced results because of our work with these firms, we have formalized these relationships so that we can add more value to our own customers. This is exactly the path we went down with VisionEdge Marketing. Their business practices match ours making it a good fit.

By working with Laura, we established a customer-centric performance-based Marketing plan that enabled both the Marketing and Sales teams to work more effectively, efficiently and proactively in achieving our institution’s new member and share of wallet growth initiatives. With this new approach we now had very clear linkages between the work of Marketing and these two key performance indicators.

We had the opportunity to bring in Laura to speak to a broad, cross-functional audience at our annual Growth Conference. As we are embarking on a new growth journey she was critical to helping frame a future vision based upon customer-centric principles. The combination of her unique insights, vast experience and compelling stories made a significant impact to the team. We look forward to engaging Laura on additional projects as we continue to transform our commercial organization.

We wanted to explore adding a new capability to support our customer buying process but needed more information about the various technology solutions and how these might work with our existing infrastructure. While we believed we could do the research with time, we didn't really have the expertise for a deep dive and time was an important factor. We turned to VisionEdge Marketing who had the expertise, knew how to conduct the research and assess the options. Laura engaged us in a collaborative process, enabled us to have an in-depth understanding of our options, and made the research actionable. As a result, we acquired the information we needed and have a clear path for next steps well within the time frame requested.

Laura is an outstanding professional who brings energy, enthusiasm, passion, and a wealth of experience to the table! Her practical, hands-on style together with a deep marketing understanding and phenomenal preparation helps to ensure that all of our engagements and projects are productive and accomplish what we set out to do. I highly recommend Laura and her VEM team!