Advance Your Know-How with Thought Leadership White Papers and Guides
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VisionEdge Marketing provides free learning guides to support and supplement your knowledge on the topics of Data, Analytics, Measurement, Processes, and Performance Management. Use these in-depth White Papers to accelerate growth, create customer value and improve performance.
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HOW TO BRING YOUR A-GAME TO A CUSTOMER EMPOWERED MARKET
Accountability, Measures and Measurement
- 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.
- The 2021-2022 Marketing Organization Value and Performance Management (MPM) Benchmark Study is the continuation of a longitudinal study that began in 2001. The purpose of the study is to gain insights into what Best-in-Class Marketing organizations do better and differently from their peers to earn high marks the C-Suite for their ability to measure and communicate their value, impact, and contribution to the business. The 2021-2022 study explored what organizational culture and/or leadership style factors contribute to the emergence and success of high performing BIC Marketing organizations. Based on the findings, the report identifies what business and Marketing leaders can do to cultivate a Best-in-Class Marketing Organization, known as the Value Creators.
- VisionEdge Marketing has the privilege of participating in this white paper from the CUNA Marketing & Business Development Council. The foucs of the paper is on how to effectively develop and implement outcome-based strategic marketing plans.
- 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 the Marketing organization with business outcomes. They are able to more clearly convey their impact and contribution to the organization. This white 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.
- Organizations provide Marketing with funds to invest on their behalf in activities that provide business benefits—specifically, accelerating growth, creating customer value, and improving performance. 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 provides methodologies and steps to improve your alignment and accountability.
Alignment and Marketing Effectiveness
- 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.
- The 2021-2022 Marketing Organization Value and Performance Management (MPM) Benchmark Study is the continuation of a longitudinal study that began in 2001. The purpose of the study is to gain insights into what Best-in-Class Marketing organizations do better and differently from their peers to earn high marks the C-Suite for their ability to measure and communicate their value, impact, and contribution to the business. The 2021-2022 study explored what organizational culture and/or leadership style factors contribute to the emergence and success of high performing BIC Marketing organizations. Based on the findings, the report identifies what business and Marketing leaders can do to cultivate a Best-in-Class Marketing Organization, known as the Value Creators.
- 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.
- 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 the Marketing organization with business outcomes. They are able to more clearly convey their impact and contribution to the organization. This white 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.
- Organizations provide Marketing with funds to invest on their behalf in activities that provide business benefits—specifically, accelerating growth, creating customer value, and improving performance. 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 provides methodologies and steps to improve your alignment and accountability.
Customer Engagement and Experience
- Our Bring Your A-Game to a Customer Empowered Market white paper and CustomerDNA Model infographic, shares 3 activities & actions, 6 approaches & strategies and the 3 most important measures, that together predict whether you will win more customers by improving customer-centricity. Use the CustomerDNA model as a framework/checklist to determine what it takes to achieve a customer-centric growth A-Game. The white paper covers: • 7 signals that you may be off your A-Game. • 5 steps to get it back, and • 3 vital metrics to measure to determine if you won the customer-centricity growth game
- 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.
Data, Analytics and Insights
- VisionEdge Marketing was included in Engagio's Clear and Complete Guide to ABM Analytics We're co-sharing this document with you.
- 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.
- There is no shortage of data. The real challenge is transforming this data in actionable insights. This paper explores how marketers can help their organization apply analytics and build models from data to to support better business decisions, accelerate growth, create customer value and improve performance. 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.
- The 2021-2022 Marketing Organization Value and Performance Management (MPM) Benchmark Study is the continuation of a longitudinal study that began in 2001. The purpose of the study is to gain insights into what Best-in-Class Marketing organizations do better and differently from their peers to earn high marks the C-Suite for their ability to measure and communicate their value, impact, and contribution to the business. The 2021-2022 study explored what organizational culture and/or leadership style factors contribute to the emergence and success of high performing BIC Marketing organizations. Based on the findings, the report identifies what business and Marketing leaders can do to cultivate a Best-in-Class Marketing Organization, known as the Value Creators.
- 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.
Operational Excellence and Technology
- The increased need to bring science—data, analytics, systems and processes—to role of Marketing has catalyzed the formation of an essential 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 leverage Marketing Operations as well as they could. Use this white paper to help uplevel your Marketing Operations and explores how this function can be instrumental in transforming your Marketing organization into a performance-driven organization.
- 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 up marketing effectiveness and transformation.
- Marketing Technology (Martech) can play an important role in optimizing performance and facilitating agility. The selection, implementation and deployment all impact your success. Use this white paper to learn how to make sure your Martech optimizes the performance of your Marketing Department and enables you to be more effective, efficient and responsive to customers and market dynamics. This White Paper examines four broad categories that these tools fall under, why they are necessary, and the process for successful implementation.
- 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.
- The 2021-2022 Marketing Organization Value and Performance Management (MPM) Benchmark Study is the continuation of a longitudinal study that began in 2001. The purpose of the study is to gain insights into what Best-in-Class Marketing organizations do better and differently from their peers to earn high marks the C-Suite for their ability to measure and communicate their value, impact, and contribution to the business. The 2021-2022 study explored what organizational culture and/or leadership style factors contribute to the emergence and success of high performing BIC Marketing organizations. Based on the findings, the report identifies what business and Marketing leaders can do to cultivate a Best-in-Class Marketing Organization, known as the Value Creators.
- This 14 page guide that provides an overview of the MPM Maturity Model and an method for users to determine their level of maturity.
Performance Management Benchmark Studies
- The 2012 MPM Benchmark Study found that marketers are caught in a downward spiral of reporting past performance to continually prove the value of Marketing. Read this study to learn how Marketing must begin using data to influence decisions, improve performance, and have a greater impact on business results.
- A key finding from the 2014 Annual MPM Study remains consistent with the findings of previous studies regarding 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, the findings revealed only a quarter of the marketers earned an "A". The study identifies the capabilities that separate the "A" marketers, the Best-in-Class, from the rest of the pack.
- A key finding from the 2010 benchmark study is that marketing professionals need to move from metrics management to performance management. Marketing remains challenged to develop and execute a systematic approach to MPM. The lack of proper infrastructure to support MPM is significantly impacting Marketing’s ability to measure what is right and move to a performance-based organization.
- 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, most marketers are dissatisfied with their MPM capabilities. 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.
- This report shares the highlights from the 15th Annual Marketing Performance Management (MPM) Benchmarking Study. The study identifies how the BIC marketers leverage their Marketing Ops and employ three key approaches to marketing measurement and data management. These three capabilities are indicators of an organization’s level of MPM maturity and are the building blocking for assuring that Marketing’s metrics development process is sound.
- The 2021-2022 Marketing Organization Value and Performance Management (MPM) Benchmark Study is the continuation of a longitudinal study that began in 2001. The purpose of the study is to gain insights into what Best-in-Class Marketing organizations do better and differently from their peers to earn high marks the C-Suite for their ability to measure and communicate their value, impact, and contribution to the business. The 2021-2022 study explored what organizational culture and/or leadership style factors contribute to the emergence and success of high performing BIC Marketing organizations. Based on the findings, the report identifies what business and Marketing leaders can do to cultivate a Best-in-Class Marketing Organization, known as the Value Creators.
- 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.
- The 2009 study revealed that only 17% of CEOs would give Marketing an 'A'. Almost half would give a 'C' or lower. Only 60% of Marketing organizations support performance measurement capabilities. While 80% of the Marketing organizaitons have Marketing Ops capabilities and departments, the study found that the Marketing Operations function is under utilized. The bottom line from this study. The link between Marketing and the business remains weak. Too few Marketing organizations track the link between executive and operation metrics, even though it is expected.
- The 2011 study revealed that as a group, marketers are not satisfied with their own performance. More importantly, they are not graded very high by the C-Suite executives. The study found that many Marketing organizations do not measure what the C-Suite is looking for. And many have not even made progress in accumulating the tools and skills for improving Marketing’s performance. As we continue to examine challenges and opportunities for marketers, this might be a good place to start with the basics. To succeed in its role, marketing’s work must be aligned with business outcomes. To benefit from the ability to drive business outcomes, Marketers must account for how their work impacts business outcomes. Nothing is more basic to business outcomes than finding, priming and earning revenue from customers.
- 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. Nearly 50% of Marketing organizations earn a "C" or worse from the C-Suite. The study idenfies how marketing organizations can achieve best-in-class performance measurement and management and become recognized as a Center of Excellence and experience the benefits that come with that.
Performance Management and Leadership
- 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 Marketing Center of Excellence (MCOE), from inception to results optimization.
- The increased need to bring science—data, analytics, systems and processes—to role of Marketing has catalyzed the formation of an essential 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 leverage Marketing Operations as well as they could. Use this white paper to help uplevel your Marketing Operations and explores how this function can be instrumental in transforming your Marketing organization into a performance-driven organization.
- 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 up marketing effectiveness and transformation.
- 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.
- 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.
- 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.
- Marketing Technology (Martech) can play an important role in optimizing performance and facilitating agility. The selection, implementation and deployment all impact your success. Use this white paper to learn how to make sure your Martech optimizes the performance of your Marketing Department and enables you to be more effective, efficient and responsive to customers and market dynamics. This White Paper examines four broad categories that these tools fall under, why they are necessary, and the process for successful implementation.
- The 2021-2022 Marketing Organization Value and Performance Management (MPM) Benchmark Study is the continuation of a longitudinal study that began in 2001. The purpose of the study is to gain insights into what Best-in-Class Marketing organizations do better and differently from their peers to earn high marks the C-Suite for their ability to measure and communicate their value, impact, and contribution to the business. The 2021-2022 study explored what organizational culture and/or leadership style factors contribute to the emergence and success of high performing BIC Marketing organizations. Based on the findings, the report identifies what business and Marketing leaders can do to cultivate a Best-in-Class Marketing Organization, known as the Value Creators.
- VisionEdge Marketing has the privilege of participating in this white paper from the CUNA Marketing & Business Development Council. The foucs of the paper is on how to effectively develop and implement outcome-based strategic marketing plans.
- This 14 page guide that provides an overview of the MPM Maturity Model and an method for users to determine their level of maturity.
Roadmaps and Enablement
- 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 Marketing Center of Excellence (MCOE), from inception to results optimization.
- The increased need to bring science—data, analytics, systems and processes—to role of Marketing has catalyzed the formation of an essential 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 leverage Marketing Operations as well as they could. Use this white paper to help uplevel your Marketing Operations and explores how this function can be instrumental in transforming your Marketing organization into a performance-driven organization.
- 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 up marketing effectiveness and transformation.
- 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.
- 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.
- 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.
- Marketing Technology (Martech) can play an important role in optimizing performance and facilitating agility. The selection, implementation and deployment all impact your success. Use this white paper to learn how to make sure your Martech optimizes the performance of your Marketing Department and enables you to be more effective, efficient and responsive to customers and market dynamics. This White Paper examines four broad categories that these tools fall under, why they are necessary, and the process for successful implementation.
- The 2021-2022 Marketing Organization Value and Performance Management (MPM) Benchmark Study is the continuation of a longitudinal study that began in 2001. The purpose of the study is to gain insights into what Best-in-Class Marketing organizations do better and differently from their peers to earn high marks the C-Suite for their ability to measure and communicate their value, impact, and contribution to the business. The 2021-2022 study explored what organizational culture and/or leadership style factors contribute to the emergence and success of high performing BIC Marketing organizations. Based on the findings, the report identifies what business and Marketing leaders can do to cultivate a Best-in-Class Marketing Organization, known as the Value Creators.
- VisionEdge Marketing has the privilege of participating in this white paper from the CUNA Marketing & Business Development Council. The foucs of the paper is on how to effectively develop and implement outcome-based strategic marketing plans.
- This 14 page guide that provides an overview of the MPM Maturity Model and an method for users to determine their level of maturity.
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