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Advance Your Know-How with Thought Leadership White Papers

VisionEdge Marketing provides free learning guides to support and supplement your knowledge on the topics of Marketing Data, Analytics, Measurement, Processes, and Performance Management. Use these in-depth White Papers to improve your marketing effectiveness, prove the value of your marketing, and enhance your performance management capabilities.

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  • The results from the 2014 Annual MPM Study are in, and as in previous years, a key component of the Study is the number of marketers earning an "A" grade from the C-Suite for their ability to measure and report their value to the business. Once again, this year only about a quarter of the marketers earned an "A" for their ability to measure their contribution, value, and impact to the business. There are a number of capabilities that separate the "A" marketers, the Best-in-Class, from the rest of the pack. Gain access to the summary findings of this year's Study by downloading this white paper.
  • This joint study conducted by VisionEdge Marketing and Demand Metric, compares and contrasts best-in-class marketing organizations with those in the middle of the pack and the laggards. The goal of this study is reveal how marketing organizations can achieve best-in-class performance measurement and management, become recognized as a Center of Excellence and experience the benefits that come with that.
  • This report shares the highlights from the 15th Annual Marketing Performance Management (MPM) Benchmarking Study. These studies strive to understand how marketing organizations can accomplish superior performance measurement and management and function as Centers of Excellence.
  • Over 400 organizations participated in the 16th Annual Marketing Performance Management (MPM) Benchmarking Study. This year we wanted to tease out the subtle nuances that separate the Best-in-Class Marketing organizations from the rest of the pack when it comes to being able to prove Marketing’s value, contribution and impact. Turns out this elite group of marketers are significantly better in 5 key areas of performance management and leverage Marketing Ops differently. Find out how to join their ranks.
  • Organizations provide Marketing with funds to invest on their behalf in activities that provide business benefits—specifically, growing market share and increasing customer lifetime value and customer/brand equity. Organizations expect Marketing to invest these funds in developing and executing strategies that will result in consideration and preference for their products and services, and do so better, faster and less expensively than if the organization invested the money elsewhere. To be effective, Marketing needs to address two areas: alignment and accountability. This paper offers methodologies and steps for improvement in these areas.
  • The leadership team's expectations and pressure on Marketing continues to rise. More and more the C-Suite wants to know how your Marketing is impacting the business. Numerous studies, both ours and those from other organizations, suggest that Best-in-Class marketers are significantly better in their ability to align marketing with business outcomes and clearly convey their impact and contribution to the organization. Addressing marketing alignment and accountability requires Marketing to clarify the strategic intent of all the investments it makes, and to measure and communicate the degree to which Marketing delivers on its commitments. This paper details the methodologies and steps for achieving proper alignment, and accountability, and for using data, analytics and reporting to improve strategic decisions, performance, and marketing measurement.
  • Marketing suffers from a crisis of credibility. Typically, executives outside the marketing department perceive that marketing exists solely to support sales, or that it's an arts and crafts function. Either way, marketing often does not command the respect it deserves. What can marketers do so they are seen as part of a machine that drives revenue and profits? How can marketers take more control over the revenue process, build the respect of their organizational peers, and earn a seat at the revenue table? This guide will help you do just that. We will help you answer key questions like: What are the most important marketing metrics for me to use? How can I measure my various marketing programs’ impact on revenue and profit? How can I best communicate marketing results with my executive team and board? Which personnel, procedural, and cultural changes need to occur within my organization so I can implement marketing measurement? And many more. NOTE: Only registered users may download white papers. To login or register for an account, please click the login link at the top of the page.
  • Marketing organizations demonstrate value, make an impact, wisely use company resources, and know as much as possible about their customers by measuring the impact of the three things marketers do: find, keep and grow the value of customers. When “finding” new customers, marketers often use language based on pipeline stages built from the selling as opposed to the buying process to configure the pipeline and measure their customer acquisition effectiveness. Today’s customer-driven environment outdates this traditional approach and dictates more focus on customer behavior. This white paper recommends six essential C’s marketers must understand to properly engineer a customer-centric buying pipeline and outlines how to use it to better accelerate revenue and align marketing and sales.
  • The challenge of connecting Marketing strategy and objectives to campaigns, programs, and tactics will only become increasingly important as Marketing budgets grow and additional resources are spent on Martech solutions. Use this eBook, produced in partnership with Hive9, as your road map to Marketing effectiveness—a guide to putting into place the measurement and processes needed to accomplish this difficult, but not insurmountable task.
  • This paper explores what it takes for marketers to implement a fact-based decision making process that will support strategic direction, course adjustments, and performance management. This process typically entails four phases: measurement, analysis, insights, and action. Whether you are sitting in the driver’s seat or being driven, sales and marketing teams are expected to build their data and analytics muscle. Use this paper to learn how to master the process.
  • Marketing is under pressure to deliver results and drive business outcomes. But how are they doing? Research shows that measuring marketing’s performance is an area of major frustration for the C-Suite a significant challenge for most marketers. In fact, according to the ITSMA/Forrester/VisionEdge Marketing (VEM) study just completed, most marketers are dissatisfied with their MPM capabilities. In April 2013, ITSMA, Forrester and VisionEdge Marketing conducted a Marketing Performance Management Survey with over 400 marketers to assess marketing’s performance with regards to how they use data, metrics, and analytics. With more than a decade of industry “talk” on the topic of marketing accountability, this research shows that only a few exceptional marketers have cracked the code. Download the 2013 MPM Survey Executive Summary to learn more about how marketing can use data to not just prove the value of marketing metrics, but to improve its relevance to the business.
  • The economy has affected all aspects of businesses, especially marketing. In-person meeting opportunities have began to drop in customer attendance because of costs, however, the emergence of new channels has provided marketers with new, cost-effective ways to stay in touch with one another such as virtual events. Making the Business Case for Virtual Events examines the increasing value of virtual events, how important they can be, and the opportunities you can receive with virtual events. NOTE: Only registered users may download white papers. To login or register for an account, please click the login link at the top of the page.
  • Every organization seeks growth. It is a common business objective, however, less than 20% of organizations are able to achieve their growth objectives. Growth relies on becoming more competitive and getting closer to the customer; activities in which marketing plays a huge role. To improve the rate of success, organizations are increasingly implementing an analytics Centers of Excellence (CoE.) as a way to efficiently and effectively make strategic and tactical market, customer, and product decisions. This paper examines the value of an analytics CoE and outlines the components you need to implement an analytics CoE in your organization.
  • Many folks don’t have any understanding of what goes into successful marketing or recognize all the gears that need to be turning in unison to get the desired marketing results for their organization. These include the proper use of data and analytics related to workflow processes and systems, alignment, planning, measurement, and reporting. These are the components, or the gears, of Marketing Operations. Marketing operations is a key driver for ensuring marketing operates as a Center of Excellence. This paper discusses the role of Marketing Operations and explores how this function can transform Marketing into a center of excellence.
  • The phrase Marketing Technology is being increasingly discussed in today’s business environment, but there are a number of people who may not know exactly what that phrase means. If you want to optimize the performance of your Marketing Department and become more efficient and successful, your Marketers must learn how to properly utilize the marketing technology tools. This White Paper, will examine the four broad categories that these tools fall under, why they are necessary, and the process for implementing them in your Marketing Department.
  • Thank you for your interest and participation in the VisionEdge Marketing (VEM) session, "Measuring Beyond the Lead to Drive Revenue."
  • CustomerThink research finds that digital and social channels are the fastest growing methods of customer interaction. About two out of three consumers start their research with a search engine, with social networks a growing source of influence during the buying process. Advanced mobile technologies will only accelerate the digital trend and further empower customers. Today’s successful marketer must learn how to engage with customers and create value for stakeholders in a complex digital world. To help you grapple with this challenge, thought leaders from the Founders Council of our DigitalMarketingOne community, including a section from VisionEdge Marketing (page 43), on Five Steps to Improve Your Marketing Accountability", have written a series of articles on channels, techniques, optimization and more, to help you design a coherent multi-channel digital marketing strategy. NOTE: Only registered users may download white papers. To login or register for an account, please click the login link at the top of the page.
  • Strategy, Planning and Investment Management are the focus of this first installation of the three-part series dedicated to helping you excel at Marketing Performance Management. This first installment to a three-part ebook provides guidance for how to win corporate buy-in, use planning to improve performance, create internal systems of record, and shift your budgeting from a cost-accounting approach to a business outcome-based approach. This series is must-read for Marketing leaders committed to building a high performing team that drives business results.
  • Delivering maximum impact from your Marketing takes enablement and execution. This second installment to a three-part ebook explore how to position your marketing team to achieve your corporate outcomes, implement effective team processes, maintain accuracy and flexibility with your budget, and select and integrate smart technologies that will help you achieve your goals. If you’re focused on building a high performing team that drives business results this series is valuable addition to your library.
  • Performance management, understanding and proving Marketing’s impact takes measurement and monitoring. This third and final installment to a three-part eBook provides guidance collecting and interpreting data, creating a measurement framework, and developing dashboards and benchmarking your performance. These are essential capabilities for any Marketing organization focused on serving as a value creating, propelling growth and operating as a center of excellence.
  • A Center of Excellence is defined as a team or entity that provides leadership, fosters best practices, facilitates research, and enhances the skills needed for a focused area. In many companies, Marketing Leadership Councils (MLC) play an essential role in transforming the marketing organization into a Center of Excellence. This White Paper is designed to assist CMOs and other key members of the leadership team establish and leverage an MLC as a vehicle to ramp marketing effectiveness and transformation.
  • The increased need to bring science—data, analytics, systems and processes—to the art of marketing has catalyzed the formation of a new discipline: Marketing Operations. This function integrates processes, technology and metrics to help run the Marketing organization as a fully-accountable business. Despite its increasing popularity, many organizations don’t know what Marketing Operations is. This paper discusses the role of Marketing Operations and explores how this function can be instrumental in transforming Marketing into a performance-driven organization.
  • Lead your marketing team, and the organization as a whole, to achieve agility and sustainability while proving the value of marketing. Create a reputation for innovation in customer experience and solutions. Read this white paper, including the case study, to learn proven practices for implementing a MCoE, from inception to results optimization.