Flowserve Corp. and Zebra Technologies Engage VisionEdge Marketing to Expand Performance-Driven Marketing Initiatives

Metrics efforts start with alignment and target setting

April 18, 2006 Austin, TX – VisionEdge Marketing, a leading marketing and metrics consulting firm, announced that it is providing marketing metrics and dashboard services to Flowserve Corp. and Zebra Technologies.  Both companies engaged VisionEdge Marketing to help evolve their metrics from activity-based to outcome-based to better demonstrate the contribution of their marketing efforts to their businesses on a strategic level.  VisionEdge Marketing’s MetricsFirst™ methodology, which includes metrics assessment, training, metrics mapping, dashboard specification development, and dashboard development, is being applied to the process.

Flowserve Corp. produces industrial and engineered pumps, seals, and valves, and provides a range of related flow management services for the process industries. “VisionEdge Marketing’s process enabled us to efficiently and quickly provide our team with the knowledge and best practices needed to select the right performance metrics and develop a dashboard,” said John Jacko, vice president and chief marketing officer, Flowserve Corp. “Within 60 days we went from developing a metrics framework and dashboard blueprint to working models.”

At Zebra Technologies Corporation, a leading global manufacturer of on-demand barcode and RFID printing solutions, the marketing team wanted to pro-actively measure the contribution marketing makes to the success of the business. “The VisionEdge Marketing process helped us develop and set metrics to create a dashboard, while taking into account our culture and the need for change management,” said Cindy Lieberman, director corporate marketing, brand strategy and communications for Zebra. “The iterative process has helped us better align marketing with the rest of the organization, collaboratively engage our management team and peers, and spark renewed interest in the role of marketing.”

”For the past five years we’ve conducted an annual marketing metrics survey. The results from this year’s survey revealed that gaps in process and lack of skills and training are contributing factors to management’s dissatisfaction with their organization’s ability to measure and track marketing’s contribution”, said Laura Patterson, president VisionEdge Marketing.  “Flowserve Corp. and Zebra Technologies exemplify how an investment in both of those areas can help companies on their journey to becoming performance-driven marketing organizations.”

VisionEdge Marketing of Austin, Texas (visionedgemarketing.com) is a data-driven strategic and product marketing consulting firm recognized as a thought leader in the area of marketing performance management.

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