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.
Below are the 4 most frequently requested focus areas:
Pick one of these programs or use it as a springboard for creating one for your team. Need something special? Let Us Know!
Create an organization that aspires to excel.
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:
Operational excellence is the foundation for building competitive strength.
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:
Unleash the power of Marketing Ops to run Marketing like a business.
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.
Process is the enginge behind growth, customer-centricity and performance management.
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 right tools enable excellence. Technology makes or breaks Marketing operations.
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:
Business and customer insight before content.
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:
Make your insights from your data compelling.
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:
Scenario Analysis for anticipating the expected and unexpected.
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
Produce data-informed insights-driven business decisions.
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:
Transform data into insights to create a customer-centric winning strategy and competitive advantage.
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:
Amazing things happen when you take customer-centric data-informed approach to Organic Growth.
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:
Connect the work and investments of Marketing to business outcomes and results.
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 succes will be measured, establishes the strategy, and all the programs, tactics, and activites 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
Conquer the Marketing and Sales divide to accelerate growth.
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:
Personas for stronger engagement.
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:
Customer journey maps guide customer-centric organizations.
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:
Performance management requires being able to quantify value, impact and contribution and know what is and isn't working.
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:
Gain peformance improving insights.
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:
Excel at accountability and performance management with tangible steps and measures. Measure What Matters.
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:
Keep success and excellence from being arbitrary.
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:
A customer-centric approach to rev up your growth engine.
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:
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