VisionEdge Marketing

A Conversation on Growth Sales Pipeline Radio with Matt Heinz
2020-04-23 13:30 - 14:00 (America/Chicago)
Laura Patterson joins Matt Heinz on the Sales Pipeline Radio Show to discuss the relationship between culture and growth.

Take Another Look at Your Behavior With Customers
2020-05-12 12:30 - 13:30 (America/Chicago)
Join us for a “town hall” meeting hosted by Bob Thompson for ISBM. In this meeting, Laura will cover:

Fast-Track Your Business, which shares our Circle of Traction framework to taking a customer centric approach for accelerating organic growth
Receipt of our patent for a process for creating a more customer-centric measurable Marketing plan that creates direct line of sight between the work of Marketing and business results
That the science side of Marketing has been the essence of my career and the roots of VisionEdge Marketing, founded in 1999. And our leadership role in helping to pioneer the Marketing Performance Management discipline

Good Analysts Know When to Call a Flag on the Play
2020-05-14 11:00 - 12:00 (America/Chicago)
Join the conversation about the evolution and emerging role of data scientists and analysts in marketing and business, why we must be ever vigilant in how we create and employ models and where we’re headed as we embrace more artificial intelligence capabilities.

Taking the Indie Route for Fast-Track Your Business
2020-07-07 19:00 - 20:00 (America/Chicago)
Releasing a book is never easy – doing it on your own adds a whole new challenge. Join Laura Patterson of VisionEdge Marketing and Alan Bourgeois from the Author’s Marketing Guild July 7th, 2020, for their in depth discussion on Patterson taking the indie route for her 4th book – Fast-Track Your Business.

The Making of a Relevant and Actionable Marketing Dashboard
2020-09-16
Today with so many technology platforms it seems like creating a Marketing dashboard would be a piece of cake. If that were so, why does the C-Suite continue to be disappointed in how Marketing reports on its value, contribution and impact? John Paul Getty summed up the problem well: “It’s no use sharpening the bit if you’re drilling in the wrong place.” Best-in-Class marketers understand that building a culture of accountability drives and demonstrate how your organization is delivering real business value. Scorecards and dashboards are two vital tools Marketing needs to effectively execute to communicate its value, facilitate decisions and make course corrections. In this session, learn what it takes to develop a relevant and actionable Marketing dashboard.
Key Learning Objectives:

Scorecards and Dashboards – what’s the difference and when to use each
Five steps for creating a relevant and actionable Marketing dashboard
Key Marketing metrics for every dashboard

WhatsApp Webinar: Serving the always-on Customer
2020-11-10 08:30 - 09:30 (America/Chicago) | Engati
How do we engage the always-on customer? By providing real-time support at all times without fail. Engati teams up with CX Author, Laura Patterson on how to engage and support customers with a WhatsApp chatbot.
Learn to build an intelligent, always-on WhatsApp chatbot for customer support through this edition of a live learning series.
Join us on Tuesday, 10th Nov 2020 at 8:30 AM CDT (8 PM IST)
Registration Details

Achieve Organic Growth Through Customer Centricity
2020-11-11 11:00 - 12:00 (America/Chicago) | ISBM
For many business leaders growth is the number one mandate. But growth doesn’t just occur – it takes intent and deliberate action. Action that is customer-centric.
Customer-centric organic growth requires connecting Upstream and Downstream Marketing. On Nov 11, join the conversation with Lynn Yanyo and Laura Patterson, author of the new and fourth book, Fast-Track Your Business. as they walk through the Circle of Traction framework, a practical customer-centric framework for navigating and accelerating a sustainable path to organic growth. Catch the conversation as they walk through data-informed insights, operational excellence, and performance management to accelerate growth. We’ll definitely explore:

Making customer-centric more than a buzzword
Using upstream Marketing to drive growth
Applying a framework to accelerate traction in the market

Registration details

Are You Fishing in the Right Pond with the Right Bait?
2021-04-28
Without a strategic customer-centric approach to the market, demandgen and ABM efforts are akin to putting bait on the hook and casting a line into any pond. Join this virtual Demand Gen Summit session to learn how to make sure you’re fishing in a pond with the customers who are right for your business and have what it takes to attract them.

Tweaking Your Game Plan in this Dynamic World of Marketing
2021-08-11 10:00 - 10:30 (America/Chicago)
Laura Greeno and Laura Patterson live on Chit Chat on the topic of planning for growth

Why Marketing Leaders Should Fix Their Planning Problem Before Trying to Fix Anything Else
2021-08-26 11:00 - 13:00 (America/Chicago)
Marketing Performance Woes? You Might Just Have a Planning Problem
Having spoken to many marketing leaders about some of the current issues they’re trying to resolve, we came up with three of the most common problems: creating the right content, effectively measuring ROI, and segmenting plans to align them to specific goals and strategies.
In this webinar, we’ll discuss how to tackle these pain points by looking first at any deficiencies in the marketing planning process.
What you’ll learn:

How to solve a content creation problem by implementing a consistent marketing planning hierarchy across your organization
Ways to improve ROI measurement, such as by connecting your plans to a revenue model and using a waterfall framework
Tips for fully understanding marketing segmentation and conducting meaningful analysis of your results compared to your plan

Create a Customer-Centric Message Map to Accelerate Customer Acquisition
2022-02-23 11:00 - 13:00 (America/Chicago)
How you position your company, and the marketing messages you craft to support your value proposition, play a critical role in customer acquisition and retention. A customer-centric message map helps ensure consistent messaging:

Across all customer-facing channels and touchpoints throughout the customer journey
Across all internal functions/departments, and especially for customer-facing teams

Join this presentation to learn the 5 steps it takes to create a customer-centric message map that captures:

Your primary and supporting claims about your company’s value proposition for your products, and services, that will resonate and engage your prospects and customers, and the evidence to support your claims
Potential prospective customer objections and competitor responses to these claims along with your responses to these and supporting evidence

Learn How to Create a Dashboard That Shows Marketing’s Value
2022-03-09 10:00 - 11:00 (America/Chicago)
In this webinar, CFG brings Laura Patterson from Vision Edge Marketing, into the MPM series to discuss measurement principles and best practices any organization can use. Today, Marketing leaders have plenty of data at their fingertips. The challenge is how to use this data to measure and improve performance.

Marketing Attribution Models, Marketing Performance Management Scorecards and Marketing Dashboards visualize important information with the purpose of identifying what is, and what isn’t, working, and facilitating growth-related decisions. Performance management dashboards enable Marketing organizations to understand and communicate where they are performing well, strategically, and operationally, and what improvements need to be made. Best-in-Class marketing organizations build a culture of accountability that drives and demonstrates how Marketing is delivering real business value. Join this session to learn what it takes to develop a relevant and actionable Marketing dashboard.

You will learn:
• Attribution Models, Campaign Scorecards and Performance Management Dashboards – what’s the difference between them, and when and how to use each
• Five steps for creating a relevant and actionable performance management dashboard
• Key Marketing measurement categories for every performance management dashboard.
RSVP now so you don’t miss this CFG webinar!

Find Out How to Set Up Your Marketing Organization to Excel
2022-03-17 11:00 - 14:00 (America/Chicago)
The results of the Cultivating BIC Marketing – 2021-2022 MPM Benchmark Study are in. Join the ISBM MEX event where Laura will:
1. Discuss the findings regarding the relationship between organizational culture and leadership styles and Marketing Organizations that are BIC when it comes to performance measurement and management – known as the Value Creators.
2. Explore what the Value Creators do differently and better than the other two personas – Sales Enablers and Campaign Producers – to earn high marks from the C-Suite for proving and demonstrating Marketing’s value.
3. Discuss areas of improvement for Marketing organizations and initial first steps regardless of culture and leadership style.
Register at ISBM to attend the event.

Nimble Webinar: How to Develop a Customer-Centric Growth Plan for 2023
2023-02-15 12:45 - 14:00 (America/Chicago)
Start the New Year off right by joining Nimble CEO, Jon Ferrara and Founder of VisionEdge Marketing, Laura Patterson as they discuss how to Develop a Customer-Centric Growth Plan for 2023!
Operating without a customer-centric growth plan is like taking a road trip without a map or a GPS system. While you may eventually reach your destination, it is likely you will get lost along the way.
A customer-centric growth plan serves as more than a roadmap. It facilitates alignment, clarifies how success will be measured, establishes the strategy, and all the programs, tactics, and activities along with performance targets and budget to achieve business results.
Creating such a plan improves effectiveness and efficiency, clarifies your target market, and helps insure you won’t end up pursuing unprofitable ventures. It’s the kind of plan every leadership team loves. And with an outcome-based budget, your finance team will be right on board.
In this webinar, you will learn

Answers to critical business questions designed to acquire, keep and grow the value of customers
How to provide a direct line-of-sight between activities and investments and business results
How to form logic chains of related measures that become the foundation for reporting value, impact, and contribution

Register here.

Marketing Ops: The Oxygen You Need for Scalable, Sustainable Growth
2023-03-21 13:00 - 13:45 (America/Chicago)
Operational excellence in marketing is vital to organizational growth. Enter Marketing Ops—the oxygen every marketing organization needs for peak performance. Join marketing ops visionary Laura Patterson for this free, hands-on interactive webinar and discover how to create a stellar marketing ops function.

We rely on data to make smarter, more strategic decisions… faster. And that’s just one of the areas where Marketing Ops plays a key role in supporting the marketing team in creating customer value.
Join marketing ops visionary Laura Patterson for a hands-on, interactive session.
She’ll explain why the marketing ops team is one of the most important in your organization. And she’ll unveil her special formula for creating a stellar marketing ops function to support your growth in 2023.
You’ll learn:

Five key responsibilities of today’s marketing ops function
Four primary benefits of effective marketing ops
The Circle of Traction framework and Marketing Ops’ place in that framework

The Troy Show: Performance Management
2023-07-19 14:00 - 15:00 (America/Kentucky/Louisville)
JOIN US on “The Troy Show” for an exciting discussion on the power of performance management and its impact on accountability.
Effective performance management plays a crucial role in optimizing operations, driving growth, and achieving your entrepreneurial vision.
With her expertise in helping firms accelerate profit through proven growth strategies, Laura will delve deeper into the following topics:
→ Establishing a culture of accountability
→ Performance management as an alignment process
→ Selecting the right measures (measure what matters)
→ Creating a performance management dashboard
This will be an engaging and informative show that will empower you to take your performance management efforts to the next level. Save your spot by registering below. See you there!

Driving Business Growth Through Data-Driven Marketing Performance Management
2023-08-09 09:00 - 12:00 (America/Chicago)
Review the relationship between Best-in-Class (BIC) Marketing organizations when it comes to performance measurement & management.
Explore what the BIC Marketing organizations do differently & better to earn high marks from the C-Suite for proving & demonstrating Marketing’s value.
Learn how the BIC set measurable goals, and track progress to achieve desired results.

The 4 Game Changers for Every Stage of Growth
2023-08-26 14:00 - 15:00 (America/Chicago)
Profitable and sustainable growth is more elusive than ever before. This is true for all industries, and companies in all growth phases, from start-up to maturity. The business as usual growth strategies are not up to the challenge. They don’t set you up to future-proof your business. Instead, every aspect of your business must be up-leveled to speed time to growth, and to power past your competitors. In our work, we’ve found It doesn’t matter if you’re a big company or a smaller firm, it takes 4 game changers associated with customer-centricity for sustainable long-term growth and that’s the focus of this program.
In this session, you’ll explore how to:

Expand customer-centricity throughout your organization
Improve the conversion of data into actionable and relevant insights
Create a strategic plan that connects data to outcomes to realize your growth goals
Achieve Operational Excellence via enhanced processes and measurement focused on growth and revenue

Driving Business Growth Through Data-Driven Marketing Performance Management
2023-09-06 15:45 - 16:45 (America/Chicago)
In this presentation, Laura Patterson will share her expertise in using data-driven Marketing Performance Management (MPM) strategies to accelerate growth, create value, and improve performance for businesses. She will discuss how to use metrics and analytics to identify areas for improvement, set measurable goals, and track progress to achieve desired results.

Demonstrating the Value of Marketing in Tough Times
2023-11-14 13:00 - 14:00, 2024-11-14 13:00 (America/Chicago)
In times of political and economic uncertainty, volatile market dynamics and downward budget pressures the need to demonstrate the value of marketing becomes more acute than ever. In this webinar, our panelists will explore how we prove the impact of marketing on revenue in tough times. This panel will also discuss how best to navigate the tension between brand and demand for short term sales, and what can be done to remain innovative despite dwindling budgets.

Unlock Your Creative Brilliance: The Ultimate Customer-Centric Value Proposition Challenge!
2024-01-24 11:00 - 12:00 (America/Chicago) | Virtual Roundtable
Are you ready to revolutionize your approach to developing a customer-centric value proposition that connects so powerfully with your customers that it becomes indelible in their minds? Join us for an electrifying webinar where we challenge you to unleash the full force of your creativity.
In the wise words of Simon Sinek, customers don’t buy what you do, but rather, why you do it. Whether you’re a company of one or many, this webinar will redefine how you approach developing a customer-centric value proposition. We’ll delve into how tapping the richness of one’s innate creativity back channels combined with traditional methods, enables you to craft a value proposition that stands out from your competition and resonates with your customers.
Learning Objectives:
1. Understand the concept of creativity back channels and how to combine this powerful resource with traditional approaches to develop a distinctive value proposition.
2. Learn practical techniques for tapping into your and your team’s creativity back channels to identify unique ways you can create customer value.
3. Explore the role of collaboration with key stakeholders and your ecosystem in value proposition development and how to engage them in the creative process.
Join us on Wednesday, January 24th at 11 am CST/Noon EST to discover the transformative potential of tapping into your and your ecosystem’s creativity back channels and unlock a value proposition that creates uncommon market advantages for both you and your customer.

Lay the Strategic Foundation Before You Utilize AI Tools for Your Business
2025-01-28 11:50 - 12:40 (America/Chicago)
Laura is one of the 35+ featured experts in this FREE 2-day virtual event designed to empower business owners and professionals with the latest AI tools and strategies. Join her program on Tuesday, January 28th at NOON central to discuss “What No One Tells You About Making AI Work for You”.
In this interactive session, we’ll explore questions such as:

How your organization can ensure you are laying a strong strategic foundation before implementing AI tools
The role data quality plays in AI success, and how you can prepare your data for AI-driven insights
Why is it important to avoid confirmation bias when leveraging AI tools, and how you can do this for your organization

Register here https://www.unleashaiforbusiness.com/link.php?id=280&h=b2e1fdae49

Driving Business Growth Through Data-Driven Marketing Performance Management
2025-02-01 - 2025-02-05
Gain insight using data-driven Marketing Performance Management (MPM) strategies to accelerate growth, create value, and improve performance for businesses. We will discuss how to use measures and analytics to identify areas for improvement, set measurable goals, and track progress to achieve desired results. Join this session to learn how to:

Use data-driven strategies to identify areas for improvement and set measurable goals for their businesses.
Gain insight for tracking progress and measuring the success of your marketing efforts.
Connect marketing activity and investments to business results and get a seat at the C-level table.

Accelerating Growth Through Customer-Centric Strategies
2025-02-01 - 2025-02-05
If as a business leader you want to learn how to use a practical customer-centric framework to drive sustainable organic growth for your organizations, this session is for you. We’ll walk through a systematic process for putting the customer first and using upstream marketing to navigate the path to growth. This is a fast-paced actionable session focus on

Making customer-centricity more than just a buzzword.
Using upstream marketing to drive growth.
Employing a framework to accelerate traction in the market and driving sustainable organic growth for your organization.

Outmaneuver Your Competitors with a Disciplined Customer-Centric Approach to Growth
2025-10-16 15:00 - 16:00 (America/Chicago) | SMU Dallas
Whether you’re an early-stage entrepreneur or in growth stage join this conversation designed to give founders and investors in the room tangible frameworks on:
• How to make disciplined, customer-centric decisions through growth stages.
• Balancing vision with measurable performance.
• Translating market insights into long-term competitive advantage

AUSTIN: Customer-Centric Growth Tour - Personalization with AI
2025-11-20 14:30 - 18:00 (America/Chicago) | HAYWIRE Restaurant @ The Domain, 11501 Rock Rose Ave, Austin, TX, 78758, United States
Come listen to Laura Patterson speak and explore what it really takes to delight customers and turn strong relationships into stronger business outcomes. Together, we’ll uncover where you stand on your customer-centricity journey, how you measure up against your peers, and what true leadership looks like in this space

Beyond Gut Instinct: What You Don’t Know About Your Customers Is Costing You Growth
2026-01-13 10:00 - 11:00 (America/Chicago) | Zoom
About
Invest 45 minutes and walk away with a sharper understanding of your customers, a toolkit to ask the right questions, and a practical plan to turn insights into business results. Almost every business owner claims to know their customer; few truly do. This session taps into the power of primary customer research. Join us for a practical, eye-opening exploration of what research really means and why it’s the missing link between data and decisive, customer-centric action.
You’ll discover:
• The critical difference between research, data analysis, and social listening and why it matters for your strategy
• How primary research uncovers what your dashboards can’t, helping you make smarter, customer-focused decisions
• The most effective research methods for real business insights, from focus groups to surveys to in-depth interviews
• Proven tips to avoid common research pitfalls and get actionable answers, not just noise
• A hands-on exercise to identify your most urgent customer question and a roadmap for getting the answer that will fuel your next phase of growth
https://www.linkedin.com/events/7405292651152936960/

Strategic Clarity Lab: Eliminating Random Acts: Diagnostic Insights
2026-02-25 12:00 - 12:45 (America/Chicago) | Microsoft Teams
About:
Bring one strategic question or challenge, and leave with actionable guidance to accelerate growth, eliminate random acts, and create measurable, customer-centric results. Each session blends clarity insights, mini exercises, and live hot-seat conversations tailored for business owners and VP/C-level leaders.
Who It’s For

Business Owners, Founders, Presidents, CEOs
VP and C-Level Leaders: COO, CMO, CRO, CSO
Decision-makers ready to convert strategy into measurable growth

What You’ll Receive

Clarity Insight: 5-minute strategic lesson aligned with quarterly theme
Mini Exercise: Hands-on activity to apply insights immediately
Hot Seat Q&A: Solve real challenges with Laura’s 25+ years of experience
Follow-up Guidance: Practical next steps to create impact in your organization

Register Below:
shop.laurapatterson.co/strategic-clarity-lab#form-Vn1XO1Egb9K

Strategic Clarity Lab: Eliminating Random Acts: Alignment & Metrics
2026-03-11 12:00 - 12:45 (America/Chicago) | Microsoft Teams
