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INSPIRE EXCELLENCE WITHIN YOUR TEAM

Embrace New Skills Based on Best Practices

 

Looking to inspire excellence in your team? Start with a speaker who brings proven best practices to help you and your team embrace new ideas and skills. Whether it is for a company, association, or educational meeting with people new or familiar to the topics of Accountability and Performance Management,  Alignment and Customer-Centricity, using Analytics and Insights, or Operational Excellence, the key ingredients to a successful program are content and speaker expertise. Many organizations find  content based on best-practices inspiring and educational. All our programs are delivered in a dynamic manner with the focus on you being able to put new ideas quickly into practice.

 

We have shared our expertise with  executives and professionals at industry and company conferences worldwide.  Find an upcoming program you can attend.  Secure VEM as a speaker for your event today.

We're happy to customize a program just for you. Or perhaps one of the popular programs from our focus areas fits your needs.

 

4 most frequently requested focus areas:

  • Alignment and Cutomer-Centricity
  • Accountability and Performance Measurement
  • Insights and Analytics for Data-Derived Decisions
  • Operational Excellence

Pick one of these programs or use it as a springboard for creating one for your team. Need something special? Let Us Know!

SUCCEED AT OPERATIONAL EXCELLENCE 

Establishing Marketing as a Center of Excellence

center of excellence

Create an organization that aspires to excel.

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If your organization is serious about elevating performance and making your work important to the business, then some shifts in how your work transform functions into a Center of Excellence.

 

Becoming a Center of Excellence enables you to continuously build and share best practices in your pursuit to deliver value, demonstrate your contribution to the business, and increase your credibility and influence.

 

Using examples from customer case studies, this program is designde to enable participants to:

  • Understand the elements of being a Center of Excellence
  • What's required of Marketing to become a Center of Excellence
  • Leverage the tools and techniques that BIC marketers use to transform marketing into a COE.

BOOK YOUR PROGRAM

Enable High-Performance For Your Organizations

HIgh Performance Marketing Organizations

Operational excellence is the foundation for building competitive strength.

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Performance driven organizations demonstrate they are more effective at enabling the business to achieve its goals and be a more strategic and competitive play in the market.

 

Many organizations remain challenged to better quantify and measure the value and impact of initiatives, especially those within Marketing.

 

In spite of improvements in accountability. analytics, and technology, organizations struggle to measure effectiveness, efficiency, and financial contribution. The pressure on.

 

The key to success is getting your entire organization on the right path to becoming a performance-driven organization.

This interactive session:

  • Examines the best practices of a performance driven organization
  • Introduces what best-in class companies do differently and their best practices
  • Offers a framework any organization can adopt
BOOK YOUR PROGRAM

Marketing Ops: Fulfill Your Organization’s Potential

Marketing Operations Best Practices

Unleash the power of Marketing Ops to run Marketing like a business.

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Functionally, Marketing Operations should be responsible for enable your organization to leverage data, systems, tools, process, and skills so every area is working in unison to help run Marketing as a fully accountable business.

 

Through effective planning, alignment, measurement, and communication, Marketing Operations ensures that Marketing operates as a Center of Excellence.

 

This program is designed to help you understand best practices for scoping, implementing, managing, and measuring the Marketing Ops function.

 

It is ideal for organizations establishing or looking to enhance their Marketing Operations by having this function serve as the hub for performance management and agility.

  • Understand the role of the Marketing Operations function
  • Recommend processes for improving role effectiveness and overall Marketing performance
  • Be able to leverage Marketing Operations to prove the value of Marketing’s contribution to the business goals & outcomes
BOOK YOUR PROGRAM

How Great People with Great Technology Fail

Process Before Technology

Process is the enginge behind growth, customer-centricity and performance management.

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The smartest experts and the latest tools will not cut it without an investment in robust processes. In this program we unwrap the riddle of why companies flunk Process 101. (Spoiler Alert: by focusing on cost rather than customer value and revenue.).

 

Learn how heroes reap the value of processes and measure the success. This technique is not just for your email, search, and social marketing campaigns, it also applies to digital analytics, customer experience, voice of customer, segmentation, and testing methods and logistics: all of your strategic initiatives.

 

Understand how the best organizations map their processes, so you can be constructive the minute you return to your desk.

  • The Central Role of Processes
  • Which Processes Should You Care About First
  • Best Practices of Process Mapping
  • Measurement for Your Processes
  • Tools You Can Use Right Away
BOOK YOUR PROGRAM

Ensure the Success of Your Technlogy Investment

Why Technology Fails

The right tools enable excellence.  Technology makes or breaks Marketing operations.

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The Marketing Technology (MarTech) landscape continues to explore. Often it’s hard to know which tools are required and which are the nice-to-haves. Technology plays a critical role in enabling Marketing Operations to accomplish its tasks and mission.

 

The right MarTech allows the Marketing organization to master analytics and prioritize their focus to find, keep, and grow the value of customers while proving and improving its value.

 

All too often we hear stories of failed Marketing technology projects, failures that reduce the credibility of Marketing Ops and Marketing as a whole, and lead to lost revenue.

Failure can occur at any point in the process: evaluating tools, selecting partners, implementation, process configuation, training and communication, change management. It's challenging to get it all right.

 

Whether you are just starting to implement MarTech or are part-way through your roadmap the foucs of this program is successfully implementing your valuable  MarTech to achieve your vision and mission.

 

Let's talk about how to:

  • Take a data-driven approach
  • Create a technology strategy and roadmap
  • Invest in change management, adoption and training
  • Evaluate, improve and innovate processes before implementation
  • Leverage internal and external experts
  • Collaborate with internal resources and seek expertise
  • Foster a culture of performance excellence
BOOK YOUR PROGRAM

INSIGHTS AND ANALYTICS FOR DATA-INFORMED DECISIONS

Apply Intelligence to Create Engaging Content

intelligent content customer business insights best practices

Business and customer insight before content.

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Organizations are scrambling to develop content and leverage a growing number of channels as a way to reach, connect and engage with, prospects and customers. But content delivered in the right channel at the wrong time, or at the right time in the wrong channel, is a wasted investment of resources.

Best in class organizations use insights gained from understanding the customer journey  to create relevant, informational and entertaining content that will resonate with their customers.  And just as importantly they measure the effectiveness of their content on finding, keeping and growing the value of customers.

 

Creating content that resonates with and engages your customers and subsequently accelerates customer acquisition and growth, and ultimately drives more revenue begins with data-informed insights.

 

Armed with this information and data about customer preferences, you can then begin to intelligently create relevant, informational, timely and entertaining content and successfully deliver your message with the right touch point, in the right channel, at the right time. Through understanding your customers’ needs and how to meet them, your organization can accelerate customer acquisition and growth, and ultimately revenue. 

 

This program is designed to address:

  • How content marketing relates to making money for your business
  • How content marketing can help you establish an emotional connection with an audience to build trust
  • How to use data and analytics to match content with the buying journey
  • And of course, actionable steps you can quickly implement

BOOK YOUR PROGRAM

Bring the Art of Storytelling and Visualization to Your Data

data visualization insights best practices

Make your insights from your data compelling.

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You’ve probably heard or read this quote by Samuel Taylor Coleridge from The Rime of the Ancient Mariner, “Water, water, everywhere, And all the boards did shrink; Water, water, everywhere, Nor any drop to drink.” Are you wondering what this quote has to do with business?

 

Well, like the volume of water in the world’s oceans, the volume of data available to marketers that could be used to meet the ever-increasing customer experience expectations for relevant, informative, timely, and entertaining content across all mediums is overwhelming.

 

More competition, more new channels and distinct segments to manage, shorter product life-cycles, and greater price transparency, are all creating an exponential increase in the amount of available data that can be used to meet higher customer experience expectations. But unless all of this data can be effectively collected, analyzed and transformed into meaningful and actionable insights, and then used to create compelling stories, it is useless.

 

Just as salt water is useless when you are adrift on the ocean and parched.  With a tsunami of data, the ultimate challenge for marketers is to use the right data in all mediums.

 

This program addresses how to:

  • Weave together the science of data and the art of storytelling to engage prospects and customers
  • Visualize your data in such a way as to foster insight-driven decisions
  • Use data and storytelling to communicate Marketing’s value
BOOK YOUR PROGRAM

Embrace Scenario Analysis to Improve Your Strategy and Customer Experience

scenario analysis future growth customer experience

Scenario Analysis for anticipating the expected and unexpected.

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Anticipation is essential for any company striving to be more agile. How can you improve your ability to anticipate?

 

By becoming more adept at using the concept of scenario analysis. Scenario analysis is a valuable data and analytics tool every company can use to help hone their skills at anticipating and preparing for a variety of business situations and outcomes, including customer experience.

 

We'll explore how to employ scenario analysis to help you revisit your strategies, challenge your assumptions, stimulate internal discussion, and detect early warning signals needed to insure your company continues to better compete by creating the desired customer experience.

 

Use this program to:

1. Plan for and anticipate the unexpected

2. Deliver on the promise of customer experience

3. Understand the value of creating scenarios

4. Learn the steps for scenario creation

BOOK YOUR PROGRAM

Create A Customer-Centric Message Map

customer-centric message map, messaging, customer acquisition, message map framework, customer retention, customer success

Create a customer-centric message map to accelerate customer acquisition and retention.

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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
BOOK YOUR PROGRAM

Make Your Analytics More Relevant to the C-Suite

inspire data analytics insights

Produce data-informed insights-driven business decisions.

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The “sexiest” job of the  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,everyone needs to have skills and proficiency when it comes data, analytics, and insights.

 

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.

 

Despite the focus on analytics, many organizations remain mediocre at BEST in terms of making their data and analytics relevant to the C-Suite.

 

Bring this conversation to your team to understand:

  • 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 your data more relevant to the C-Suite and make your boss look better with numbers
BOOK YOUR PROGRAM

Create A Superior Customer Experience Across Your Touch Points

customer experience touch points data insights best practices

Transform data into insights to create a customer-centric winning strategy and competitive advantage.

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Today experience is the operative word. The customer experience needs to be seamless across the many channels customers use and touch points they encounter throughout their relationship with your organization.

 

Providing a customer-centric, omni-channel experience for your brand is challenging but it’s what we need to do in order to effectively engage and recruit new, and retain existing, profitable customers.

 

One of the challenges of providing a superior customer experience in an omni-channel world is the need to pull data from a wide variety of channels and touch points to better understand customer purchasing and engagement behaviors.

 

Best in Class organizations incorporate relevant data into their customer models to predict what customers will want, and ultimately adapt their strategies to give customers the right products when, where, and at the price they want – is known and repeatable.

 

This program focuses on how to:

  • Collect relevant data
  • Properly evaluate data and transform it into actionable insights
  • Use information to create data-informed customer-centric strategies
BOOK YOUR PROGRAM

ACHIEVE ALIGNMENT & CUSTOMER-CENTRICITY

Master a Customer-Centric Approach to Ramp Up Your Business

Accelerate Customer Centric Growth

Amazing things happen when you take customer-centric data-informed approach to Organic Growth.

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For many business leaders growth is the number one mandate. But growth doesn’t just occur – it takes intent and deliberate action. And while it can be difficult -  it is attainable.

 

If you’re focused on growth you need to be able to connect the Upstream with the Downstream. And you need to know how to use Upstream to your competitive advantage. Learn a new approach based on decades of work, knows as  the Circle of Traction to navigate and accelerate a sustainable path to organic growth.

 

This program takes you through the framework and how you and your team can use it to accelerate growth.

 

We’ll definitely explore:

  • Making customer-centric more than a buzzword
  • Why and how to use upstream to drive organic growth
  • The four pivotal upstream capability requirements
  • 10 questions you need to be able to answer
  • The importance and role of data for sustainable growth
  • The framework to facilitate your customer-centric approach to growth
BOOK YOUR PROGRAM

Develop a Measurable Customer-Centric Marketing Plan Your Leadership Will Love

customer centric measurable marketing plan best practices budget

Connect the work and investments of Marketing to business outcomes and results.

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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 busines 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 love.  And with an outcome-based budget your finance team will be right on board.

 

Consider this program to make sure your growth plan

  • Answers critical business questions designed to acquire, keep, and grow the value of customers
  • Provide direct line-of-sight between  activities and investments and business results
  • Forms logic chains of related measures that become the foundation for reporting value, impact and contribution
BOOK YOUR PROGRAM

Use the Cutomer Journey to Align Sales and Marketing

best practices customer journey pipeline marketing sales alignmnet

Conquer the Marketing and Sales divide to accelerate growth.

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Increased competition, more demanding customers and a more dynamic business environment are making it harder to meet to achieve revenue and grow. To meet the organization’s growth and revenue targets, the two primary demand-generating arms of the business, Sales and Marketing, must be better aligned.

 

In fact, the tighter these functions are aligned, the more likely metrics such as the quantity and quality of opportunities in the pipeline, the average deal size, the win rate and the sales cycle time can be improved. Conversely, lack of alignment is one of the primary reasons many companies fail to achieve their revenue goals.

 

This program focuses on how to leverage the customer buying journey to overcome the proverbial Marketing and Sales divide by configuring your Marketing and Sales systems ariynd how customers move from contact, connection, and conversation to consideration, consumption and community.

 

Using examples from customer success stories, in this interactive program, participants will learn:

  • Tell-tale signs that the Marketing and Sales divide exists in your organization
  • The divide’s impact on the business
  • Steps for bridging the gap: from sales funnel to customer buying pipeline
  • How to identify behavioral commitments associated with the customer buying journey
  • How to use this customer-centric approach to align Marketing and Sales
  • How to enable the two organizations to collaboratively map the customer buying journey to accelerate growth and revenue

 

BOOK YOUR PROGRAM

Personas– A Customer-Centric Tool to Accelerate Revenue and Growth

 

persona customer centric marketing best practices

Personas for stronger engagement.

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Marketing shares responsibility for creating new, profitable customers with the Sales organization, and sometimes with the delivery team. These groups often rely on Marketing to create the tools needed to effectively support the sales process by articulating solution business benefits – at the right time – to increase their rate of success.

Personas are an important tool marketers can create to support demand generation in each phase of the customer buying process.

 

In interactive program, participants will learn:

  • The differences between personas, profiles, and roles
  • How to create personas
  • How to use personas to support growth and revenue initiatives
BOOK YOUR PROGRAM

Craft Meaningful Customer Journey Maps that Your Team will Actually Use

customer centric journey map best practices

Customer journey maps guide customer-centric organizations.

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Research by firms such as Forrester and Temkin have found that customer journey mapping is moving front and center for many marketing and customer experience professionals. Why? Because the more you understand your customer’s journey the better you can address opportunities to improve key business results such as product/service adoption, and loyalty.

 

Customer journey maps illustrate the path your customers take from THEIR perspective, for whatever aspect of the process you need to map. They captures customer steps and touch points, such as analyst reports, peer reviews/testimonials, demonstrations, product information; and which channels, such as phone, in person, online, etc. that they prefer in each part of the journey.

 

As with any new initiative, implementing best practices and avoiding the common pitfalls will make your journey easier.

 

This program focuses on three areas:

  • 5 key steps to creating your customer journey map
  • 4 crucial components needed to make your maps payoff
  • 7 significant stages in the adoption cycle to manage
BOOK YOUR PROGRAM

MASTER ACCOUNTABILITY & PERFORMANCE MANAGEMENT

The Making of a Relevant Dashboard

dashboard scorecard accountability performance management

Performance management requires being able to quantify value, impact and contribution and know what is and isn't working.

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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.”

 

Marketers everywhere are being asked to demonstrate their contribution and value to the organization. All too often marketing reports provide information regarding program status and/or program activity results such as updates to the website, an upcoming event, the status of a new collateral or a direct marketing campaign or the number of participants in a webinar or click throughs to an email campaign.

 

While reports like these have value, they do not address the question the C-suite is most concerned about: what is working, what course adjustments if any are required, and whether the investments the company funnels into marketing are properly allocated.

 

Best-in-Class marketers understand that building a culture of accountability drives and demonstrate how your organization is delivering real business value. If you are interested in being able to quantify your Marketing effectiveness, the impact Marketing is having on increasing the share of wallet for your customers; it may be time to revisit or develop a Marketing dashboard.

 

Most dashboards consist of a smorgasbord of numbers that report on activity and outputs. To excel at performance management and measurement you need clear guidance for decision-making, spotting trends, and seizing opportunities.

 

Scorecards and dashboards are two vital tools Marketing needs to effectively execute to communicate its value, facilitate decisions and make course corrections. Learn what it takes to develop a relevant and actionable dashboard.

 

We'll cover three key topics:

  1. Scorecards and Dashboards – what’s the difference and when to use each
  2. Five steps for creating a relevant and actionable Marketing dashboard
  3. Key Marketing metrics for every dashboard
BOOK YOUR PROGRAM

Benchmarking: Future Proof Your Organization

benchmark future proof research data competition growth

Gain peformance improving insights.

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Where are you excelling against the competition and where are you falling short?  Which areas are worth further investment? These are the insights that benchmarking can help deliver.

 

How do you survive and thrive in an environment where organizations 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.

 

This means that your organization needs to constantly appraise and improve its capabilities and processes. Welcome to the world of benchmarking.

 

Let's discuss how to discover all types of best practices to support continuous improvement that will give you an edge over your industry peers.

 

Key topics and 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.
BOOK YOUR PROGRAM

Best Practices to Make Your Marketing Count

accountability measurement measure count performance best practices

Excel at accountability and performance management with tangible steps and measures. Measure What Matters.

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The Marketing organization and its team possess strong opportunities for influencing the strategic direction of their business. Few departments control as much information about competitors, customers, and markets as does Marketing. Even so, marketing budgets remain under tremendous scrutiny and Marketing professionals continue to be in hot seat when it comes to demonstrating value.

 

While Marketing’s ability to measure impact is better than ever, study after study still reveal that marketers remain challenged to better quantify and measure the value of their work and investments or help show how marketing is moving the needle.

 

Despire more tools and ways to measure progress for various tactics many still struggle to measure effectiveness, efficiency and financial contribution.

 

This program addresses the key measures that marketers need to establish and monitor enabling sound input for business strategy and introduces a performance management framework any company use to classify their Marketing measures.

 

This very practical session examines the best practices Marketing professionals must embrace to improve Marketing Performance Measurement and Management:

  • Why measuring Marketing is important
  • What dimensions need to be measured
  • How to tie the job of Marketing back to business outcomes
  • How to select measures that matter to the leadership team
BOOK YOUR PROGRAM

The Ins and Outs of Performance Target Setting

performance target accountability measurement performance management

Keep success and excellence from being arbitrary.

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Difficulty in setting performance targets is one of the most common problems encountered on the way to accountability. Yet performance targets are a critical component in developing an performance management framework and system.

 

Performance targets help to drive performance improvement, initiate a discussion about priorities, define direction, bring focus, improve alignment, and facilitate faster course adjustment.

 

Participants in this session will learn the 7 attributes of a good performance target and 10 steps for setting performance targets.

Other topics covered include:

  • The role of performance target setting in performance management
  • The merits of performance target setting
  • Where performance target setting fits in the performance management and measurement taxonomy
BOOK YOUR PROGRAM

Organic Growth: Why It Matters and How to Fuel It

organic growth customer centric marketing metrics best practices

A customer-centric approach to rev up your growth engine.

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Growth, whether measured in terms of increased revenue, profit, and/or assets seems to be a common rallying cry. It is our belief that organic (versus inorganic) growth should be your business priority.

 

Organic growth requires a different approach than inorganic growth. To achieve organic growth, you must create competitive advantages, differentiate and innovate your product/service offerings, and zero in on viable existing and new customer opportunities.

 

How do you this? That is the focus of this session. In this session we:

  • Examine the value behind why organic growth is critical to long-term success
  • How to translate this success into customer related results.
  • Discuss the role of strategy in organic growth and strategy selection
  • Explore what it means to create customer-centric strategies.
  • Three synergistic customer-centric constructs will be presented as tools the team can use when working together. These constructs serve as the basis for best practices.
    • Ansoff Matrix
    • Segmentation and The Adoption Curve
    • Product velocity and the Customer Buying Process: validation, traction, penetration and domination
  • Creating Demand with a capital D. In this section we’ll address connecting the dots between tactics, strategy, and business results and developing shared KPIs and customer-centric measures.
BOOK YOUR PROGRAM

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