Accelerating Market Leadership with Customer Advisory Boards
2016-03-14 - 2016-03-15 | Next Generation Customer Insights Driving Bottom-Line Impact through Increased Customer Loyalty, Netflix Corporate Offices 121 Albright Way,, Las Gatos, 95032, United States
Customer insight is an essential element for achieving market leadership, so more companies are implementing Customer Advisory Boards (CABs). When planned and executed correctly CABs help you improve existing products, validate new ideas, beta test and provide constructive feedback on upcoming products and releases, improve messaging in existing markets and target new markets, and provide competitive insights. But if poorly planned and executed, they can backfire – resulting in lost customers and lost opportunity. During this session, Laura will share proven practices for how to gain executive sponsorship; create a mission/charter; identify, recruit, and reward members; organize productive meetings; and follow-up appropriately.

With Credibility Comes Influence and Relevance: How You can Employ Performance Management to Earn All Three
2016-03-21 - 2016-03-22 | Hilton San Francisco Union Square, 33 O’Farrell Street, San Francisco, CA, 94102, United States
MarTech 2016
March 21-22, 2016
San Francisco
Those elite marketers (about 1 in 5 marketers) that earn a 90 or greater from the C-Suite for their ability to prove their value, impact and contribution do a number of things better and differently than their peers. Among their attributes is their ability to exercise greater business acumen. This session shares what these marketers do to achieve business acumen and how they use it to increase their credibility, influence and relevance.

Analytics: The Intersection for Marketing and IT to Collaboratively Turn Data into a Winning Strategy for Growth
2016-04-03 - 2016-04-04 | Hyatt Regency Grand Cypress, 1 Grand Cypress Blvd, Orlando, FL, 32836, United States
April 3-4, 2016
Hyatt Regency Grand Cypress
1 Grand Cypress Blvd, Orlando, FL 32836
Mid-Market CMO Forum 2016
It’s easy to collect data without insight, but to gather insight without data is next to impossible. Big Data continues to trend because companies believe it will help them deliver a competitive advantage. While the importance of Big Data is well known, many marketing organizations experience problems when attempting to translate data into the insights needed to inform strategy. Today’s hyper-competitive business environment necessitates the creation and execution of data-driven strategy.
Using real-life examples, in this presentation, attendees will:

Understand how to collect relevant data
Learn how to properly evaluate data and transform it into actionable insights
Use information to create data-driven marketing strategy

Digital Analytics Roundtable
2016-04-20 11:00 - 12:00 (America/Chicago) | Digital Analytics Virtual Roundtable, http://www.digitalanalyticsassociation.org/calendar_day.asp?date=4/20/2016&event=562
Join Laura Brook from the Digital Analytics Association and Laura Patterson for a conversation about how Digital Anlaytics has evolved, core skills, and its role in creating Marketing Centers of Excellence.

How a Traditional Industrial Company Gained Market Traction for New Product Using Ecosystem Mapping
2016-05-03 - 2016-05-05 | Loyola University Corboy Law Center, Kasbeer Hall, E Pearson St, Chicago, IL, 60611, United States
ISBM Conference: The Stakeholder Value Chain
May 3-5 Chicago
Loyola University Corboy Law Center, Kasbeer Hall
E Pearson St, Chicago, IL 60611
Even when you’re nearly 50 years old and an established and successfully player in the market, there’s a time to step back and take a new approach to growth. The H-J Family of Companies, a totally integrated manufacturer from casting design to the finished assembly for transformer components, bushings, and electrical connectors, took a new approach to gain access to the end-user market to ensure faster and better market traction for a new product and positively impact the rate and degree of success. In this session, learn how the company applied the concept of ecosystem mapping to identify information gaps, the best point of entry into the US Utility Market, and to develop a go-to-market strategy to address which customers, in what order, who to partner with, and what barriers they needed to address.

Driving Marketing Excellence: Learn from Best-In-Class Organizations
2016-07-21 13:00 - 14:00 | Virtual Roundtable
The Jeannette Expedition – an eight-day northern arctic trek in which the team was inadvertently back tracking farther south – serves as a metaphor for this year’s Marketing Performance Management (MPM) Benchmark study.

Though they marched feverishly toward achieving marketing excellence, this year’s study reveals that while some marketers made great progress, much of it was illusory.

Have a first look Thursday, July 21 at 2 pm EST at the results of the joint study conducted by VisionEdge Marketing and Demand Metric to learn:

What leading marketing organizations do better and differently to earn and keep their seat at the leadership table
How to achieve best-in-class performance measurement and management
Steps toward becoming a recognized as a Center of Excellence

Join Laura Patterson and leading CMO peers Thursday, July 21, 2016 at 2 pm EST for a honest conversation around Marketing Performance Management as part of Boardroom Event’s Virtual Roundtable Series.

What’s a Virtual Roundtable?

An interactive discussion [not a webinar]
Convenient networking at your desk
High-level conversations with midmarket peers

Marketing Excellence: Best Practices to Make Your Marketing Count
2016-10-23 17:15 - 18:00 | La Cantera Resort and Spa, 16641 La Cantera Parkway, San Antonio, TX, 78256, United States
Marketers everywhere are pressed to prove and improve the value of Marketing. An elite group of Marketers does this better and differently than their colleagues. Learn the 10 best practices these Marketers employ to measure Marketing’s impact, contribution, and effectiveness and how these practices enable them to be more relevant, credible, and influential within their organization. Learn to achieve Marketing Excellence.

For resources on how to join the ranks of the best-in-class, please visit our Marketing Assessment page in our Learning Center.

How to Transform Data into Insights to Create a Winning Strategy for Competitive Advantage
2016-10-25 08:15 - 21:00 | La Cantera Resort and Spa, 16641 La Cantera Parkway, San Antonio, TX, 78256, United States
It’s easy to collect data without insight, but to gather insight without data is next to impossible. Big Data continues to trend because companies believe it will help them deliver a competitive advantage. While the importance of Big Data is well known, many organizations experience problems when attempting to translate data into the insights needed to inform strategy. Today’s hyper-competitive business environment necessitates the creation and execution of data-driven strategy.
Using real-life examples, in this presentation, attendees will:

Understand how to collect relevant data.
Learn how to properly evaluate data and transform it into actionable insights.
Use information to create data-driven business decisions.

Moving Up the Leadership Ladder with Analytics
2016-10-26 11:15 - 12:00 | Jacob Javits Center, 655 W 34th St, New York, NY, 10001, United States
All marketers are digital marketers but to be effective and valuable you need to make your analytics relevant to your business leaders. Analytics can be the key to becoming a corporate change agent provided you understand the bigger picture In this session, Laura sheds light on what it means to live an Analytics Life, how to make your boss look better with numbers and how to live and grow as a marketing analyst in any organization.

Increase Your Credibility and Influence with the Right Metrics
2016-10-27 11:30 - 13:00 | Brennan’s of Houston, 3300 Smith , Houston , TX, 77006, United States
A small elite group of communications and marketing professionals are able measure their value, impact and contribution to the business. With some hard work and discipline you can follow their lead. It will be worth it! When you crack the code and can prove your value and impact the business, you enjoy more credibility. And with credibility comes the opportunity to sit at the corporate leadership table and influence the big decisions. Learn how you can join the ranks of this elite group. In this session you’ll learn:

The six areas where these best-in-class marketers and communicators excel;
How you can build and leverage your business acumen;
How to make your data, analytics, and metrics more relevant to the C-Suite; and
How to manage and report on your performance to prove and improve the value of your work

Assess the State of Your Marketing Excellence
2016-11-09 08:00 - 17:00 | ANA Headquarters, 708 Third Avenue - 33rd Floor, New York, New York, 10017, United States
Best-in-Class marketers align Marketing with business outcomes and clearly convey their impact and contribution to the organization. Alignment and accountability are inextricably linked and are the cornerstones of any successful Marketing organization.

Since Marketing is expected to be more accountable for the investments it makes on behalf of the organization, best-in-class marketers also establish metrics and key performance indicators (KPIs) for Marketing.

Expect to learn how to define and select the metrics and KPIs to help you make appropriate customer, program, and investment decisions, understand what is and isn’t working so you can make necessary course adjustments, and measure Marketing’s impact and value.

Sign up here.

Interested in Marketing Assessment? Check out some more resources on the topic in our Learning Center!

Making the Business Results Connection to Marketing & Communication
2016-11-10 10:00 - 14:00 | Online, TX, United States
How to Make Marketing More Relevant to the C-Suite
Today’s business climate necessitates that marketing demonstrate accountability, communicate value and show how it impacts the organization. Despite the wealth of campaign and operationally oriented metrics at every marketer’s fingertips and the enhancements in technology, less than a quarter of marketers earn high marks from their leadership team for their ability to measure and communicate their value, contribution, and impact. All the cool marketing and communication efforts are for naught if they don’t produce business results. Join this program to learn:

The top 10 best practices of the marketers who earn top marks from the C-Suite
Quick win steps you can employ today to strengthen the link between the work of marketing and business results
The equation for increasing your influence within the organization

Got Marketing Data? Use Analytics to Make it Actionable
2017-02-16 12:00 - 13:00 | Online, TX, United States
Join us for this exciting webinar with Nimble on actionable analytics!
Marketers are increasingly being held responsible for growth and revenue. Today data analytics serve as the foundation for finding, keeping, and growing the value of customers – your growth engine. Join this webinar to learn about the skills, data, and analytics needed to intelligently create engaged customers with the right content, at the right time and in the right channel.

How to Overcome the Top 4 Roadblocks to Better Marketing Performance
2017-03-23 12:00 - 13:30 | TX
As a marketing leader, you know the pressure is on to prove marketing’s impact on the business. To do that, you need to excel at Marketing Performance Management (MPM). Done right, MPM helps solve the problems with dislocated data, misaligned teams, and inefficient processes so you can spend less time running marketing and more time on what you love, doing marketing.

MPM pioneers Allocadia, Origami Logic, Response Capture and VisionEdge Marketing teamed up to publish a 3-part eBook series, The Great Big Guide to Marketing Performance Management.
Join us on Thursday, March 23rd at 10am PST when we’ll reveal how to overcome the 4 key MPM challenges:

Justifying the marketing investment plan and winning C-suite support
Equipping your team for execution success
Benchmarking best practices for the best results
Graduating from measuring tactical results to measuring true Marketing value

Moving Up The Leadership Ladder with Analytics | eMetrics San Francisco
2017-05-16 10:30 - 11:15 | Marriot Marquis, 55 Fourth Street, San Francisco, CA, United States
VisionEdge Marketing is delighted to once again participate in an eMetrics conference in the Cornerstone Track.* Don’t miss it! Register here. Make sure to use our code SPEAKER for 20% off!
Moving Up the Leadership Ladder with Analytics
All marketers are digital marketers but to be effective and valuable you need to make your analytics relevant to your business leaders. Analytics can be the key to becoming a corporate change agent provided you understand the bigger picture In this session, Laura sheds light on what it means to live an Analytics Life, how to make your boss look better with numbers and how to live and grow as a marketing analyst in any organization.
*The Cornerstones track provides you with an arsenal of frameworks, strategies, blueprints, tricks and tips to make your job easier and provide greater ROI. Major brands and leading consultants impart their best advice for collecting, integrating, testing, correlating and making the most of digital data.

2017 Marketing Performance Benchmark Study: Cooking Up the Best Marketing Performance
2017-06-14 12:00 - 14:00 | Online, TX, United States
Marketing performance remains a challenge for all but an elite group of Marketing organizations. The pressure on Marketing organizations to be able to prove their value, impact and contribution to the business continues to increase. In the words of Stephen Diorio, an analyst in Forbes CMO Practice, “Marketing faces a performance credibility gap.” In fact, a survey conducted by the Fournaise Group discovered that 80% of CEOs freely admit that they do not trust or are not very impressed with marketers and the work they accomplish.

Recently Hive9, Valid USA, and VisionEdge Marketing conducted the 16th annual Marketing Performance Benchmark study. Still only 1 in 4 Marketing organizations continue to earn high-marks from the C-Suite for their ability to measure and report on their contribution, value and impact to the business. The research confirms that this group of elite Marketers, designated Value Creators, improve business results, have more influence over business decisions, and more credibility than their counterparts. The Value Creators budgets, tools and data are not statically different and neither is type of industry and size.

Attend this webinar to learn what distinguishes Marketing excellence among these Marketing organizations. You’ll be surprised to learn it is a few active ingredients that make the difference.

How Data Moves You from One-Size Fits All to Segmentation-Based Marketing
2017-06-28 12:00 - 13:00 | Online, TX, United States
Join us for another informative webinar hosted by the DMA DATA Community when Laura Patterson, president and founder of VisionEdge Marketing who will present a case study on Northwest Federal Credit Union (NWFCU), a full-service financial institution located in Virginia, one of the top 50 credit unions in the nation. Similar to other marketers, the NWFCU marketing team faced data access and quality challenges.
Learn how market and customer data along with analytics created a marketing strategy and a measurable marketing plan to create a segmentation-based strategy to accelerate growth.
Laura will also share some results from VEM’s 2017 MPM Benchmark Survey Webinar: Cook Up the Best Marketing Performance.
Takeaways:

Use your data and analytics to identify and pursue opportunities for growth
Gain practical tips on how to make marketing and the data more relevant to the C-Suite
Use analytics to demonstrate marketing’s value

MarTech Boston Conference | Implement World Class Marketing Processes
2017-10-03 16:00 - 16:30 | Hynes Convention Center
Marketing runs on processes. And processes are the domain of Marketing Ops. Join our MarTech session on October 3rd:
How to Implement Best-in-Class Processes, the Foundation of Your Marketing Operations
Best in Class (BiC) processes are the lifeblood of successful Marketing Ops. Without them, it would be even more difficult to deploy a world-class customer experience. Six roles and associated processes and capabilities consistently surface among BiC Marketing Ops functions (in priority order):

1. Customer, market, competitive intelligence, research and insights.
2. Analytics and predictive modeling.
3. Data management.
4. Campaign analyses and reporting.
5. Budgeting and planning; financial governance and reporting.
6. Organization benchmarking and assessments.
This session is ideal for organizations establishing or looking to have their MarketingOps become a hub for performance management. Using examples from customer success stories, participants will learn how to:

understand the role and processes of BiC MarketingOps.
implement BiC processes for planning, alignment, implementation, measurement and communication processes around data, analytics, metrics, system, tools and reporting.
recommend processes for improving role effectiveness.
leverage MarketingOps to prove the value of marketing’s contribution to overall business goals and outcomes.

TMAG Meeting | Using Data to Create a Segment-Based Strategy
2017-10-18 10:30 - 15:30 | Santa Clara Venue, Santa Clara, CA, United States
Beyond Theory: Using Data to Create a Segment-Based Strategy
Lack of or access to data no longer Marketing’s biggest challenge. In fact, the opposite is true. Marketers are drowning in data – both structured and structured. To be relevant, Marketing needs to be able to connect the data, derive meaningful patterns and move from insights to action that create opportunities to create value and drive growth. In this session, Laura Patterson, president of VisionEdge Marketing, will share a case studies from the financial services and manufacturing industries on using data and analytics to move from a one-size fits all approach to the Market to a Segment-Based strategy.

Hero Conf Austin | Make Your Marketing More Relevant to the C-Suite
2018-04-16 15:30 - 16:30 | Hilton Austin, 500 East 4th Street, Austin, TX, 78701, United States
Make Your Marketing Analytics More Relevant to the C-Suite
The “sexiest” job of the new century—that’s how the Harvard Business Review characterized the practice of sifting through data to find hidden, below-the-surface meaning and subsequently extrapolating the underlying knowledge. In today’s highly competitive business environment, it’s not enough for the marketers to have skill and proficiency at Marketing – whether inside or outside the organization. Data, and the ability to draw actionable insights from the data, is essential for any company wanting to increase customer engagement and tap new markets to ultimately achieve growth targets. Done well, it becomes a competitive advantage. The ability to capture, analyze, and use data to demonstrate your business acumen and to make critical business decisions is a pivotal skill. Yet, according to research by VisionEdge Marketing, Hive9, and Valid USA, all Marketing organizations are mediocre at BEST in terms of making their data and marketing analytics relevant to the C-Suite.
Join this interactive session, based on 16+ years of surveys and real-life case studies, to learn:

How best-in-class marketers apply data to the strategy development and execution process
How to use analytics to demonstrate Marketing’s value
What it means to live an Analytics Life,
Practical tips on how to make Marketing and your data more relevant to the C-Suite and make your boss look better with numbers

Why and How to Benchmark Your Agency: Proven Practice for Gaining Performance Improving Insights
2018-05-15 12:00 - 13:00 | Webinar
You’re investing time, energy and cold cash into your agency! Where are you excelling against the competition and where are you falling behind? Which areas are worth further investments?
These are the insights that benchmarking can help deliver.
How do you survive and thrive in an environment where agencies must continuously adapt and deliver more, faster, better and less expensively? You can’t do everything! Yet you must stay at the front of pack to grow the agency. This means that the agency needs to constantly appraise and improve your agency’s capabilities and processes. Welcome to the world of benchmarking.
Use this method to discover all types of best agency practices to support continuous improvement that will give you an edge over your industry peers.
On May 15 join Laura Patterson, president, VisionEdge Marketing, to learn how to use benchmarking to future proof your agency’s success.
Key takeaways:

What is benchmarking and why use it
Methods for benchmarking
What should be benchmarked and how do you prioritize?
How to spin up a benchmarking initiative and where to start.

Who should attend:
Anyone in an agency or marketing leadership role who is interested in outperforming the competition and focused on identifying opportunities to deliver more value to clients, should attend this session.

Marketing Evolution Experience | Communicating with Executives
2018-06-06 11:00 - 12:00 | Caesars Palace, 3570 Las Vegas Boulevard South, Las Vegas, NV, 89109, United States
Your First Marketing Superpower: Communicating With Executives
Numbers are the language of business. You become unstoppable when you capture numbers that matter, have a material impact on those numbers, and meaningfully communicate your results. Master these secrets and there’s no limit to your rising star. Laura draws on hundreds of case studies and over a decade of marketing management benchmarking to help you build your personal action plan for becoming a marketing super hero. Recognize the numbers that matter, tee up the conversations with your leadership, and build a compelling and respected presence at your company.

2018 TMSA Logistics Marketing & Sales Conference
2018-06-12 13:00 - 14:00 | Westin Cape Coral Resort at Marina Village, 5951 Silver King Blvd, Cape Coral, FL, 33914, United States
Are You Rich in Metrics But Struggle to Prove Value?
In an environment where Marketing is being asked to prove its value every day, what can you do to not merely survive, but to thrive? The answer is that Marketing leaders need to see themselves as champions of growth, able to anticipate customer needs, develop their organizations’ Marketing capabilities, and measure Marketing’s impact on the business in terms that matter to their CEOs, CFOs, and leadership teams. Focusing on lead generation, pipeline management, branding, and customer acquisition in no longer enough. The most important ingredient for thriving Marketers is their ability to connect the dots between all Marketing activities and the corresponding investments and business results. That means that you’re going to have to provide metrics that are relevant to your CEO and CFO.
In this interactive session, based on industry case studies, you will learn:

The difference between measures and metric and easy ways to start with the right marketing metrics
How to track the right marketing metrics and create a corresponding dashboard to prove marketing’s value, impact, and contribution, and gain C-level buy-in
How to use your dashboard to facilitate strategic decisions and mitigate risk
Increase your personal credibility and influence with the right metrics

Ready, Set, Grow. Episode 1 | Live Radio Show with Laura Patterson
2018-06-14 12:30 - 13:00 | TX
Live Radio Show with Laura Patterson on SLMA Radio
Ready, Set, Grow. Episode 1: Steven “Ziggy” Shanklin, Founder & CEO of White Cloud Security
“When we work with members of the C-Suite, we consistently hear that growth is among their top initiatives and that Marketing needs to step up its game to support this prime directive. Each of the guests on Ready Set Grow will share their insights into achieving growth, lessons learned along the way, and their expectations of Marketing in regards to the growth mandate.” Laura Patterson

Ready, Set, Grow. Episode 2 | Live Radio Show with Laura Patterson
2018-06-21 12:30 - 13:00 | TX
Live Radio Show with Laura Patterson on SLMA Radio
Ready, Set, Grow. Episode 2: JT McCormick, President & CEO of Book In A Box
“When we work with members of the C-Suite, we consistently hear that growth is among their top initiatives and that Marketing needs to step up its game to support this prime directive. Each of the guests on Ready Set Grow will share their insights into achieving growth, lessons learned along the way, and their expectations of Marketing in regards to the growth mandate.” Laura Patterson

Ready, Set, Grow. Episode 3 | Live Radio Show with Laura Patterson
2018-07-19 12:30 - 13:00 | TX
Live Radio Show with Laura Patterson on SLMA Radio
Ready, Set, Grow. Episode 3: Dave Sikora, CEO Altr
“When we work with members of the C-Suite, we consistently hear that growth is among their top initiatives and that Marketing needs to step up its game to support this prime directive. Each of the guests on Ready Set Grow will share their insights into achieving organic growth, lessons learned along the way, and their expectations of Marketing in regards to the growth mandate.” Laura Patterson

MASB Summer Summit 2018 | How Successful Marketers Account for Marketing's Value
2018-08-09 09:00 - 17:00 | TX
MASB is powering The Forbes Marketing Accountability Initiative to validate marketing’s contribution to growth. Marketing practitioners, academics and measurement experts are gathering to collaborate with peers and receive briefings on standards-setting projects, marketing research and education programs.

Ready, Set, Grow. Episode 4 | Live Radio Show with Laura Patterson
2018-08-23 12:30 - 13:00 | TX
Live Radio Show with Laura Patterson on SLMA Radio Ready, Set, Grow. Episode 4: Kevin Jones, CEO and President “When we work with members of the C-Suite, we consistently hear that growth is among their top initiatives and that Marketing needs to step up its game to support this prime directive. Each of the guests on Ready Set Grow will share their insights into achieving growth, lessons learned along the way, and their expectations of Marketing in regards to the growth mandate.” Laura Patterson

Ready, Set, Grow. Episode 5 | Live Radio Show with Laura Patterson
2018-09-20 12:30 - 13:00 | TX
Live Radio Show with Laura Patterson on SLMA Radio Ready, Set, Grow. Episode 5: Marc Hafner, CEO, Revionics.
“When we work with members of the C-Suite, we consistently hear that growth is among their top initiatives and that Marketing needs to step up its game to support this prime directive.
Each of the guests on Ready Set Grow will share their insights into achieving growth, lessons learned along the way, and their expectations of Marketing in regards to the growth mandate.” Laura Patterson

Ready, Set, Grow. Episode 6 | Live Radio Show with Laura Patterson
2018-10-18 12:30 - 13:00 | Online
Live Radio Show with Laura Patterson on SLMA Radio Ready, Set, Grow. Episode 6: Becky Taylor, COO, SensorRX.
“When we work with members of the C-Suite, we consistently hear that growth is among their top initiatives and that Marketing needs to step up its game to support this prime directive. Each of the guests on Ready Set Grow will share their insights into achieving growth, lessons learned along the way, and their expectations of Marketing in regards to the growth mandate.” Laura Patterson
