Creating Performance Driven Marketing

Sometimes we’re so busy chopping wood that we don’t have time to sharpen the axe. So when possible, we have recorded webinars and conference content to share. Register or log in to access recordings on topics such as Marketing Metrics and Measurement, Marketing Accountability, Marketing Data and Analytics, and Marketing Dashboards. Note: You must be registered and logged in to access these recordings.

5 dimensions of quality customer service – Laura Patterson on Engati CX

President, VisionEdge Marketing Inc, Laura Patterson,  talks with Engati CX about the 5 important elements to keep in mind while delivering the best quality service and the process behind making persona-based customer loyalty systems.


Thriving During Covid and Beyond- Conversation With Xfinity

Catch the conversation between Pallab (Paul) Dutta of Xfinity Solutions and Laura Patterson as they discuss strategies for sustaining and increasing growth in good times and bad.


The Making of a Relevant and Actionable Marketing Dashboard

Laura Patterson joins the American Marketing Association to discuss achieving success and growth through building a culture of accountability.

Creating and Measuring Engagement Along the Customer Buying Journey

Laura Patterson and Sarah Bundy of All Inclusive Marketing discuss how to create and measure engagement as customers progress through the buying journey.

Putting Fast-Track to Work for Your Business – Indie Beacon Show with Laura Patterson

B Alan Bourgeois, CEO and Founder of the Indie Beacon talks with Laura about her newest book, Fast-Track Your Business, and how to use the ideas in the boo to grow your business. Check out the tips in this episode.

Fast-Track Your Business With Practical Tips and Tools –  Brainfluence by Roger Dooley

Laura and Roger Dooley talk about her new book, Fast-Track Your Business: A Customer-Centric Approach to Accelerate Market Growth and what companies can do to accelerate growth.  Roger and Laura spend some time discussing the how the various tools and tips in the book serve as a roadmap for growing any organization.

7 Steps to Methodical Growth – The IYM Podcast with Laura Patterson

Laura Patterson and Sky Cassidy of If You Market Podcast explore some of the key concepts in Fast-Track Your Business: A Customer-Centric Approach to Accelerate Market Growth. Some companies are happy where they are, but if you have plans to grow your business, then listen up.


Who’s Replacing the Chief Marketing Officer? 

Are Chief Marketing Officers — CMOs — losing their relevance in the C-suite? And if so, can data and experimentation turn things around for them? In this episode of the UnIntended Consequences podcast Laura and Brian explore what CMOs can do to stay relevant.


DAA Thought Leader Conversation with Laura Patterson brought to you by WiA

Join Laura Patterson and facilitator Lisa Wilms in the conversation of “Good Analysts Know When to Call a Flag on the Play,” discussing 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.


Reviving Customer Connections: From Now to Next with ISBM

Listen in to this virtual Town Hall with Laura Patterson, Bob Thomas and Ralph Olivia. The topic for this town hall is Reviving Customer Connections: From Now to Next.


Interview with Jerry Rackley

Jerry wants to know how Laura arrived at where she is today as a way to help his students understand that the path isn’t always a straight line.

How to Accelerate Growth Through Customer Intimacy 

A lot of marketers are either not measuring the right things or measuring things that tell a different story than they intend to. In this conversation with Matt Heinz, Laura and Matt explore the evolution of marketing accountability and how measuring the marketing’s impact on the business takes more than a scorecard.


Inbound Back Office – An interview with Amy Foley

Laura  and Amy Foley chat about creating a customer-centric framework for choosing and navigating a sustainable path forward in order to create momentum and accelerates organic market growth.

Listen to “E129: Customer Centricity (Vision Edge Marketing)” on Spreaker.


BluHornTV – Marketing for the Future with Mike White

Laura and Mike chat about the new book Fast-Track Your Business, customer-centricity, and how to maintain customer relationships during these challenging times.


Thought Leader Life with Mitchell Levy

Mitch ell is on a mission to identify 500 thought leaders.  In this episode, Mitchell and Laura discuss Laura’s background,  her book Fast-Track Your Business, and what it takes to accelerate growth through processes and data.

How to Maintain Healthy Communication During the Current Crisis with Bob Samuels

Laura and Bob discuss maintaining healthy communication with colleagues, clients and prospects during the current crisis.


The Implications of a Customer-Centric Approach with Bill Caskey

On this episode of The Bill Caskey Podcast, Bill and Laura meet over zoom to discuss some concepts from Laura’s new book, Fast-Track Your Business, and how you can start implementing these concepts in your business.


Your Business Story 

Laura sits down with Derek Little to explain the origin of her Amazon Best-Selling book, Fast-Track Your Business, and how to use the book and its pracitcal advic to companies accelerate market growth.


Revisiting Your Processes for Sustainable Organic Growth

For many business leaders growth is the number one mandate. But growth doesn’t just occur – it takes intent and deliberate action. Join this program if you are looking for a practical customer-centric framework that provides a systematic process for navigating and accelerating a sustainable path to organic growth.

Laura Patterson, author of the new Fast-Track Your Business and thought leader on using data-derived insights, operational excellence, and performance management to accelerate growth touches on 3 areas in this webinar.

• Making customer-centric more than a buzzword

• Using upstream Marketing to drive growth

• Applying a framework to accelerate traction in the market


How to Fast-Track Your Business With Organic Growth

Growth is a result of solving customer problems at the right time with the right solution with a story that resonates with the market. In this interview with Jim Obermayer, author Laura Patterson offers step-by-step guidance for acquiring customer insights, creating customer-centric outcomes, and developing strategies and measurable executable plans.


Master a Customer-Centric Approach to Ramp Up Your Business

If you’re a marketer or a business owner, then you are competing in an increasingly skeptical, distracted, and crowded marketplace. Join us for our next webinar with the queen of marketing metrics and the President of VisionEdge Marketing, Laura Patterson.

 Jon Ferrara of Nimble and Laura take you through a framework everyone can use to take a more customer-centric approach to accelerating market growth.


Accelerating Growth and Creating Customer Value

Join the conversation as Laura and Lynn Hunsaker, Chief Customer Officer for ClearAction and Customer Value Performance talk show producer, chat about Laura’s newest book, Fast-Track Your Business, and how you can how use the Circle of Traction framework to gain market growth and create customer value.


How to Know if Your CMO is Lost in the Weeds


Brian Massey of Conversion Sciences and Laura chat about the underlying causes for lack of trust in CMOs, why major brands are eliminating the CMO position, and how CMOs can regain a strategic position in their business.  Listen in to find out.


How to Intentionally Engage in Organic Growth – Inbound Back Office Podcast

Listen  to “E105: Growing Organically (VisionEdge Marketing)” on Spreaker.


Amy from Inbound Back Office and Laura explore what it means to grow organically, the merits and the steps an organization should take to generate organic growth.


 DAA Thought Leader Conversation with Laura Patterson- Podcast

Jim Sterne and Laura Patterson talk about the continued importance of analytics for Marketing.


Customer Journey, If You Market Podcast

Listen in as we chat with Laura Patterson about the Customer Journey.  Spoiler alert, you don’t get to decide what it is, but you can identify the journeys for the customers you want.  A wise person once said, “You can’t, and won’t, catch a bear with a mouse trap or a mouse with a bear trap”.

Converting Oceans of Data Into Insights, RBDR

In business, we face all types of shortages – but one shortage we don’t face is any shortage of data…quintillion bytes of data are created every single day— and it’s only going to grow. The challenge is to convert this data into insights. This video identifies 5 steps to help with transforming data into insights and knowledge.


What Marketing Needs to Do To Remain Relevant, B2B Marketing Forum

The video was in association with the B2BMarketing Forum 10 year anniversary. Laura takes a look back and a look forward into the role of Marketing and what Marketing can do to be a more strategic member of the leadership team.


Ready Set Grow! Episode 8 – Kevin Dunworth, CEO and Founder, Celling Biosciences

Kevin and Laura explore the challenges and role of Marketing when your company is leading the innovation and disruption in a category.


Ready Set Grow! Episode 7 – Greg Stock, CEO, Zenoss

Greg and Laura discuss the role of Marketing in fueling the engine for growth. To achieve growth, Greg explains the importance of the moving at the speed of change.


Ready Set Grow! Episode 6 – Becky Taylor, COO 

Becky and Laura talk about Marketing’s role in weaving together today and tomorrow to drive sustainable organic growth.


Ready Set Grow! Episode 5 – Marc Hafner, CEO, Revionics

Mark and Laura explore the indispensable role of Marketing in every aspect of organic growth.


Ready Set Grow! Episode 4 – Kevin Jones, CEO

Kevin and Laura discuss the critical role of differentiation to achieve organic growth.


Ready Set Grow! Episode 3 – Dave Sikora, CEO, ALTR

Dave and Laura talk about the importance of product-market-fit for driving organic growth.


Ready Set Grow! Episode 2 – JT McCormick, CEO, Scribe Media

JT and Laura discuss the role of tribe and culture in driving organic growth.


Ready Set Grow! Episode 1 – Steve “Ziggy” Shanklin, CEO, White Cloud Security

Ziggy and Laura talk about why your growth strategy needs to do more than help you grow.


Why and How to Benchmark Your Agency – Filament WebClinic

Laura Patterson discusses The Winning Combination for Sales and Marketing Alignment with Adrian Hargreaves – The Sales Enablement Mini Webinar Series

Laura Patterson discusses Upstream Marketing with Sky CassidyElephant Test Podcast

In this episode of the Elephant Test we discuss upstream and downstream marketing with Laura Patterson. Downstream marketing will have to wait for another time, our focus on this episode was all upstream.

Marketers Need Digital Analytics Skills Says Laura Patterson – CRM Radio Today

Successly Live Interview –

Hear what Laura Patterson has to say about lifecycle and customer experience in this interview with Adam O’Donnell.

Accountable Marketing Interview

See what Laura Patterson has to say about Michiel van de Watering’s new book “YES! Accountable Marketing” in this interview.

Why CEO’s and CFO’s Are Still Beggars When it Comes to Marketing ROI – SLMA Radio

Tip: You Can Get Big Insights from Little Data – Rooted in Revenue Podcast

The 5 Things That Best In Class Marketers Do Better Than Their PeersB2B Growth

Listen in as Jonathan Green from B2B Growth, and Laura Patterson chat about 5 Things That Best-In-Class Marketers Do Better Than Their Peers. The stakes remain high for every Marketer to demonstrate how they help their companies drive growth, create value, and improve business performance. Laura’s focus on practical tips makes this a don’t miss podcast for CMOs to marketers starting their careers. If proving Marketing’s value or improving Marketing effectiveness are among your priorities, be sure to catch this is one podcast sooner than later.

A Blueprint for Your Business: A Podcast that BuildsDodge Data & Analytics

Laura Patterson, President of VisionEdge Marketing, discusses the importance of building a marketing plan, the elements that go into a marketing plan, the importance of data to that plan, and first steps to creating one with Dodge Data & Analytics.

Elephant Test Podcast: Laura Patterson, Marketing Performance ManagementElephant Test and Mountain Top Data

On this episode of The Elephant Test, we sat down with Laura Patterson of VisionEdge Marketing to talk about dashboards, data, and why marketing should always be in the room. Laura explains her philosophy of finding what tools are best to have and how to arrange them.

How Data Moves You from One Size Fits All to Segmentation Based MarketingDMA Data Community

Hosted by the DMA DATA Community, this presentation focuses on how market data and customer data along with analytics created a marketing strategy and a measurable marketing plan to create a segmentation-based strategy to accelerate growth. Listen in if you want to:

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

 Cooking Up the Best Marketing Performance2017 MPM Study Results Webinar

Listen to the key findings from the 16th annual Marketing Performance Management (MPM) Benchmark study to learn the 5 active ingredients used by Best-in-Class Marketing organization to   improve business results, have more influence over business decisions, and more credibility than their counterparts.

The Role of the CMO is Evolving: Get Ready to Adapt in Order to Survive#CMOTalk with Shelly Kramer

Creating value is critical for CMOs. Watch this webinar and learn how successful CMOs are embracing this shift in thinking and tackling the transformation head-on by embracing new technology and wrapping their heads and hands around data.

How to Overcome the 4 Key MPM ChallengesVEM, Allocadia, Origami Logic, Response Capture

In this presentation, we teamed up with Allocadia, Origami Logic, Response Capture and revealed how to overcome the 4 key MPM challenges:

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

Got Marketing Data? Use analytics to Make it ActionableNimble Webinar 

Marketers are increasingly being held responsible for growth and revenue. Today, data analytics provide the foundation for finding, keeping, and growing the value of customers – your growth engine. Join this webinar to learn about the skills and analysis needed to intelligently understand your customers, allowing you to reach them with the right content, at the right time, and in the right channel.

Listen and learn to:

  1. How to define and identify key customer metrics
  2. What models should be in every marketer’s library
  3. Techniques for syncing content, channels, and the customer journey
  4. What it means to be an analytics competitor

How to Make Marketing More Relevant to the C-Suite IFCA

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. Listen and to learn:

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

So You Say You Need a Marketing Dashboard… Let’s Talk.Origami Logic

We imagine that you, like almost every Marketing organization today, has some kind of dashboard. Not all dashboards are equal in value! Listen to the recording, “So You Say You Want a Marketing Dashboard” to find out what makes the best-in-class marketers dashboards better. Hint: these elite marketers create actionable and meaningful dashboards that accomplish 3 things:

  • Mitigate risk
  • Facilitate decision-making
  • Guide course adjustments

Dashboarding is a massive topic to tackle in such a short timeframe, so we limited this second “webette” to cover the essential elements.

Speaking the Language of Marketing MeasurementOrigami Logic

Laura Patterson met with Jeff Chamberlain of Origami Logic to chat about some fundamental education on the language of marketing performance measurement.

In recent conversations with companies we’ve realized that many marketers and business leaders are using the same words but not in the same way. What language you ask? You know, the basics…data, metrics, measures, KPIs, models and dashboards…oh my! Rather than keep this to ourselves, we recorded a brief webinar about the language of performance marketing. Wait! Before you click away because you don’t have 45 minutes to listen to a webinar, we kept this one short and to the point.  Listen in as we define key terms like “data”, “measure”, “metric,” and “KPI”. We explain why best-in-class marketers are better at knowing what metrics matter, especially when digging deeper to understand more complex measurement tactics like Attribution. We also share a few of the results from the 2016 Marketing Performance Measurement Annual Benchmark study, How to Make Progress on Your Marketing Excellence Journey, where you can learn why marketers that excel at measurement, known as “value creators”, are held in high esteem by the C-suite. View the video.

Driving Marketing Excellence | Virtual RoundtableBoardRoom Events

Value Creator, Sales Enabler or Campaign Producer – How Does Your Marketing Team Rank?

The Jeannette Expedition – an eight-day northern arctic trek in which the team was inadvertently back tracking farther south – serves as a metaphor for our 2016 Marketing Performance Management (MPM) Benchmark study. Though they marched feverishly toward achieving marketing excellence, while some marketers made great progress, much of it was illusory. Here’s a first look at the results of the joint study conducted by VisionEdge Marketing and Demand Metric to learn:

  • What leading marketers do better and differently to serve as Value Creators for their organizations
  • Achieve best-in-class performance measurement
  • Steps toward becoming a Marketing Center of Excellence

Laura Patterson’s Thought Leadership Conversation – DAA

Jim Stern interviews Laura Patterson on her experiences working for a big, multi-faceted company like Motorola and how they shaped her perspective and built her intuition to start VisionEdge Marketing. Listen to her speak on what analytics looked like before the digital age and the both its struggles and advantages, and give advice on how to integrate and collaborate with different teams for a holistic customer experience. She explains what VisionEdge was founded to do, defines Marketing Performance Management, and gives away a couple of secrets on how companies can reach their goals.

Change and Marketing are at the Heart of Entrepreneurship

Laura Patterson and Eric LeRiche from Influencer Radio chat about entrepreneurship, marketing and change as being at the heart of a customer-centric business. Laura shares some of her experiences in marketing, sales, and management to illustrate lessons learned along the way to business growth. Laura explains that while change is always scary, we can look to Best-In-Class performers who use coaches to improve as a model for leveraging external expertise.

Creating Marketing Centers of Excellence: A Case Study

Catch the recent recording with the Senior Marketers of the Corporate Financial Group’s webinar that provided an actual case for how KENNAMETAL, a supplier of tooling and industrial materials, employed VisionEdge Marketing’s expertise and patent-pending Accelance® application to move their marketing excellence initiative forward. Listen

Marketing Magician: Transforming Data Into Actionable Insights (Podcast)

Marketing Operation Partners’ Blog Talk Radio Podcast with Laura Patterson, President, VisionEdge Marketing. Catch the exchange between Helene Eichler, Customer Success & Marketing Director at Marketing Operations Partners, and VisionEdge Marketing’s Laura Patterson as they discuss the know-how marketers need to leverage customer and market data to drive results. In today’s business world where Big Data rules, it’s not about working with the data, but extracting business intelligence necessary to make action plans. When marketers start with relevant KPIs then pull data sources to form go-forward decisions …its magical. Listen

Laura Patterson Q & A from the FWD: B2B Conference

Laura Patterson, Proven Marketer and Respected Consultant, answers questions about the biggest challenge B2B marketers will face in 2016, what resources to use to learn more about your customers and how to set up a customer advisory board. Watch Video

Pipeline Engineering: Syncing Content to the Customer Buying Journey

This session explains how to develop a customer-centric pipeline, sync content to the customer buying journey and then overlay the various touch points, preferred channels and actual content. The session addresses how marketing can use this process to create a scoring model for sales-worthy opportunities and establish outcome-based performance targets to measure marketing’s contribution to the pipeline. Watch Video

5 Proven Steps to Building and Executing High Performance Marketing

Even if you’ve mapped out your marketing plan, you should check out this recording to make sure you’ve built a high performance marketing plan that will deliver meaningful business results. This recording take you through five key steps to creating a measurable customer-centric marketing plan blueprint and how you can use this blueprint to develop relevant metrics and an actionable marketing dashboard. Tips from best-in-class marketing teams are shared throughout the recording. Watch Video

Transform Data Into Insights to Create a Winning Strategy for Competitive Advantage

While the importance of data is well known and marketers are ideally situated to leverage actionable data. Successfully combining data and analysis helps marketing identify new customer segments that will deliver higher profits, current customers with the greatest value potential, and new products that will be the most relevant both to new and current customers.

In the presentation we explored the problems many marketing organizations experience when attempting to translate data into insights and use these to inform strategy. We addressed how companies can use data and analytics to create and execute a data-driven strategy. We covered the following topics:

  • Understanding the role of data and analytics
  • Learning how to properly evaluate data and transform it into actionable insights
  • Using information to create a data-driven marketing strategy

MPM Interview: Shimon and Laura Talk About Marketing Performance Management

Shimon Ben-Ayoun, Founder and Energizer, The B2b Marketing Forum Interviews Laura Patterson, President, VisionEdge Marketing to learn more about the trending topic of marketing performance management. In this interview, Laura provides insights and answers to the following questions:

  1. What made you write the book: Marketing Metrics in Action?
  2. What is your vision regarding B2B and MPM, when do you think marketers will understand they will need to do more with MPM?
  3. What do you think will happen to marketers who will neglect this topic?
  4. From your experience, what are the biggest challenges of marketers who would like to implement MPM in their organizations?
  5. Do you think the the rise of marketing technologies will accelerate the process of MPM adoption?
  6. What are the 3 best tips you can give to marketers who are in the process of implementation?
  7. Planning to implement? Are you planning to write a new book on this topic?

Tales From the Marketing Performance Pack Leaders – 2015 MPM Study 

Marketers certainly feel the pressure, not just to stay busy, but instead to prove performance by measuring the value and contribution of the marketing organization to the business. The question the C-suite has for marketing is: “what have you done for us lately?” Marketing faces constant scrutiny regarding its contribution. Did you know that about only 1 in 5 marketing organizations can actually answer this question in terms that matter to the C-Suite? And what’s truly scary, is that the rest of the marketers are actually falling farther behind! If you want to find out whether you’re one of these elite marketers or if you are aspiring to be one, Demand Metric and VisionEdge Marketing will share the 5 key differences that enable the Best-in-Class to excel at performance measurement and management and 4 things you can do immediately to hold our stride or accelerate your pace and close the gap.

The Creation, Care and Feeding of an Analytics Center of Excellence

Analytics are key to making your company agile, and to making better market, customer, and competitive decisions. An analytics center of excellence provides the company with valuable insights, protects privacy and brand reputation, and guides the prioritization and selection of opportunities for greatest growth. Discover:

  • How an Analytics Center of Excellence make a difference to the company, customers, marketing
  • What is an Analytics Center of Excellence, establishing its purpose, and creating the vision
  • The key functions and capabilities needed
  • The journey’s key stages, associated challenges, and what do you need to do to get to the next step
  • What metrics you should select to measure the value and impact of an Analytics Center of Excellence

Improve your ROI: Marketing Performance Measurement in 2015

Marketers, today, can truly become measurable value creators with the right tools and techniques that proactively track marketing performance. Join us for an interactive session as three leading experts in marketing performance measurement share best practices and practical actions that can make 2015 a year of achieving new levels of success as a marketer, with the data to back it up.

How BIC Marketers Connect Marketing to Business Value

A few elite marketers have “cracked the code” when it comes to proving their value and contribution. These exceptional marketers drive incredible value for their companies. They know what efforts and investments are working and can pivot on a dime. These marketers avoid the daily fire-drill. What do these top-performing teams do differently from the rest of the pack? Thirteen years of research has revealed some of major differences that you can put into practice as you prepare for the upcoming calendar year. Join us to hear about the findings from the latest VisionEdge Marketing/ITSMA marketing performance management study and:

  • The essential characteristics that define marketing organizations who’ve “cracked the code” to become best-in-class
  • How to overcome a challenge every marketer faces: quantifying marketing’s contribution to revenue
  • How to make marketing more relevant to the C-Suite

MarketingOps Technology Summit

Edwin Dirks from Intel, Saad Hameed from LinkedIn, and Laura Patterson from VisionEdge Marketing share their insights on Creating an Analytics Center of Excellence at the MarketingOps Technology Summit.  The panel explored the role analytics play in making your company agile and for making better decisions by understanding scenarios and options. Organizations invest in developing an analytics center of excellence to enable deriving valuable insights on the market and customers, for improving brand reputation, and guiding the prioritization and selection of opportunities for greatest growth. Listen to learn how to create an analytics center of excellence and measure its value.

B2B Marketing Forum

VEM served as the Keynote for 2014 B2B Marketing Forum held in Amsterdam.  Over 400 B2B marketers learned “how to take their marketing to new heights.” Listen to the recording to hear the Six Principles Best-in-Class Marketers employ to prove and improve the value of marketing, and how they leverage alignment and accountability as cornerstones for their marketing performance management. Watch Video

Cracking the Code of Marketing Performance

An elite group of marketing organizations have “cracked the code” of marketing performance. They drive incredible value for their companies and can also pinpoint their value, impact and financial contribution. These exceptional marketers know what efforts and investments are working, they can pivot on a dime, and when the unexpected happens they don’t scramble in department-wide fire drills. In the webinar, Laura Patterson, President of VisionEdge Marketing details some of the distinguishing behaviors of the Best-in-Class, also known as Value Creators, and their colleagues – The Sales Enablers and the Campaign Producers.  Wonder where you land and what you can do to move your marketing performance efforts forward? Listen in!

2014 MPM Study Briefing: The Link Between Marketing Performance Management and Value Creation

Eighty-five (85) percent of this year’s MPM study participants feel pressure to measure marketing’s value. This webinar reveals important insights into marketing performance management, what to measure, and what best practices can help them show measurable value. If you are like three quarters of the marketers in the study and have trouble answering the question, “What is Marketing’s impact on the business?” learn the characteristics and best practices of the top 25 percent of marketers DO to answer this question. Learn what it takes to be a marketer that can link marketing performance to value creation. View Video

How to Master Customer Engagement Webinar: Presented by VisionEdge Marketing/All Inclusive Marketing

This joint webinar, presented by VEM President, Laura Patterson, and All Inclusive Marketing CEO, Sarah Bundy, focuses on how marketers can engage their buyers and use insight collected from customer engagement to make strategic decisions. This presentation showcases how to use VisionEdge Marketing’s 6 C’s of Customer Engagement to map the customer buying process and as the basis for content, touchpoint, and channel decisions. By understanding your customers, and how to engage with them at the various touch points throughout their buying journey, marketers will be able to be more effective at opportunity development and customer acquisition. View Video

B2B Marketing Measurement Webinar: Presented by VEM/ITSMA/Forrester

Marketing is getting proficient at reporting program results consistently. Yet many marketers still fall victim to operational myopia when they focus on past performance to defend net-new budget requests or plan future programs. To connect marketing to long-term business value, B2B CMOs must move measurement away from reporting outputs and toward predicting outcomes. Through examples, Laura Patterson of VEM, Laura Ramos of Forrester, and Julie Schwarz of ITSMA, will explore how marketers are upgrading marketing performance management to help transition from operationally proficient to business critical in the eyes of the rest of the executive team. View Video

4A’s Webinar: Bringing Science to the Art of Marketing

The primary responsibility of Marketing is to drive business growth and revenues, and the way to do that is by creating and executing strategies that enable the organization to acquire more of something faster and cheaper than it has in the past. So how can you ensure that your Marketing produces these results? This webinar provides methods for you to take on the data and analytics challenge, as well as 4 keys to success.

B2B Community Webinar: Using Data & Analytics to Improve Marketing Performance

While marketers today have access to more data than ever before, there is a huge data disconnect that prevents many from effectively using data to improve their marketing. The key challenge marketers are facing today is unlocking the value of data. This webinar focuses on presenting methods marketers can use to gather, analyze, and apply data to their organizations, resulting in an overall improvement in marketing performance. You can view this webinar in entirety here.

PBC Webinar: Using Data & Analytics to Improve the Customer Experience and Marketing Performance

Research shows that organizations that rely on data and analytics to make decisions perform better than those that solely rely on intution and experience. This presentation provides approaches marketers can use to leverage data and gain deeper customer insights, steps to take to become more customer-centric, and methods to use to optimize customer-centric metrics to improve marketing performance. You can view this webinar in entirety here.

The New Sales Funnel

Laura Patterson explains how the traditional sales funnel has changed and suggests the new decision drivers that propel prospects to become customers. View Video

Using Big Data to Support Managing Marketing Performance

Presentation given at the Online Marketing Institute’s Innovation Day by our President and CEO, Laura Patterson. This presentation covers the definition of Big Data, Which Data Sets to Collect, how to turn your data into insights, and how to convert your findings into a successful business story. View Video

ITSMA/VEM/Forrester Webinar Briefing: 2013 MPM Survey Results

The 2013 MPM Survey Webinar Briefing, hosted by Julie Schwartz (ITSMA), Laura Ramos (Forrester), and Laura Patterson (VisionEdge Marketing). This webinar unveiled the long awaited results of the 2013 Marketing Performance Measurement Survey which was created to understand how marketers in the field have been using metrics to make strategic decisions and prove marketing ROI. Hopefully this outline will give you an insight into how marketing can use data to not just prove the value of marketing metrics, but to improve its relevance to the business. View Video

What is Performance Measurement and Management?

What is performance measurement and what does it mean for your marketing management and top level strategy discussions? Learn the six best practices of performance measurement with industry expert, Laura Patterson of VisionEdge Marketing.

How to Maximize Marketing Spend with Attribution Models: Software Advice

Decision makers face a double-edged sword when it comes to marketing online. On one hand, the Web offers a plethora of outlets for finding and reaching potential customers. But on the other, it’s difficult to know which channels and content work best for reaching your target customer. By using a method called attribution modeling, Laura describes step by step how to analyze the customer journey and figure out which touch-points move prospects down the funnel fastest.

How to Use Predictive Analytics to Better Your Business

A solid understanding of your customers and what makes them act is a marketer’s Holy Grail. This program discusses creating predictive models that will give you insight into your customers’ actions, and how to interpret the resulting data. Learn how to successfully use predictive analytics to optimize your campaigns and improve customer experience.

The Path to Better Marketing Results: Marketing Made Simple TV interview with Laura Patterson and Julie Schwartz

ITSMA/VEM research shows that marketing organizations that leverage data in their strategic and tactical decision making have a business performance advantage. Data-savvy organizations are better able to improve their average time to revenue and decrease their sales costs per order dollar. But what does it take to be data-savvy?

BrightTALK Customer Insight Summit

VisionEdge Marketing and ITSMA recently released the findings of their 2012 Marketing Performance Management survey. This year’s study results were a surprise to both companies as the “C-Suite” grades for marketers are worsening. A grade marketers are staying the same, while B & C marketers are on the rise. Watch this video to get a deeper look into the findings of the 2012 MPM Survey.

MarketingProfs Take 10: Four Steps to Creating a Useful Engagement Metric

Recent studies show that engagement is essential to an organization. Optimized engagement has been proven to create a big (huge!) competitive advantage. But what exactly is engagement and how do we utilize it? Laura will explain what engagement is, why we should care about it and how to use it to our advantage.

Click here to view a snippet of Laura’s Take 10 video on Engagement Metrics. You can view Laura’s webcast in its entirety and other MarketingProfs Take 10s.

The Measure of Marketing on Marketing Made Simple TV

In this show entitled “The Measure of Marketing,” our featured guest, Laura Patterson of VisionEdge Marketing sits down with show host Jeff Ogden of Find New Customers. In this fun and engaging “television on the Internet” show, you will learn:

  1. What marketing performance management is and why it matters
  2. What metrics the leadership team should expect Marketing to use
  3. How to select the right marketing metrics

Using the Customer Buying Process as Part of Your Opportunity Scoring Process: Software Advice White board Session

Understanding the customer buying process and how to use customer behavior is a critical component of creating your opportunity scoring schema.  Join Laura Patterson, president of VisionEdge Marketing, to learn an approach for creating an opportunity scoring model and tying this model to the customer buying process. View video

Two Key Dimensions for Opportunity Scoring: Software Advice White board Session 

Lead scoring is an important aspect of demand generation and opportunity management. Join Laura Patterson, president of VisionEdge Marketing, as she explores two key dimensions to take into consideration for your opportunity scoring schema. View video 

Determining Marketing ROI 

Determining marketing ROI requires an understanding of how B2B marketing contributes to business objectives. Jon Miller, VP of Marketing for Marketo and Laura Patterson, President for VisionEdge Marketing discuss how to measure marketing effectiveness in today’s multiple touches and multiple channel environment. Laura and Jon explore how B2B marketing programs need to be tied to strategies in order to look at programs more holistically and measure a program’s contribution to marketing objectives and business outcomes. They discuss how important it is for marketing to provide a direct-line-of-sight from programs to business results, to manage expectations and set the right performance targets. View video

Importance of Analytical Skills in B2B Marketing 

Find out why having the right data is only half the battle. Jon Miller, VP of Marketing for Marketo and Laura Patterson, President for VisionEdge Marketing discuss how important it is for B2B marketer’s to develop analytical skills and leverage and data in order to take a more scientific approach to marketing.  Laura and Jon discuss the role of systems, process and skills in enabling marketing to progress on their performance management and marketing accountability journey. View video 

Forecasting for Marketing Success

Listen as Jon Miller, VP of Marketing for Marketo and Laura Patterson, President for VisionEdge Marketing discuss the role of analysis, planning and forecasting and how these capabilities help with budgeting and demonstrating marketing’s accountability. Jon and Laura discuss how the current approach to planning puts marketing at a disadvantage and alternatives that will elevate marketing’s position. View video

Key Marketing Dashboards and Reporting

Jon Miller, VP of Marketing for Marketo and Laura Patterson, President for VisionEdge Marketing analyze the importance of using dashboards for revenue performance management, measuring marketing’s value, and facilitating strategic dashboards. Laura explains how a multi-level marketing dashboard facilitates course adjustments. Jon and Laura hone in on the role of performance target setting in providing context for the dashboard and using metrics to help us speak in the language of business. View video

Aligning Sales and Marketing to Configure your Pipeline

Discover how aligning marketing and sales can lead to a better sales pipeline. Jon Miller, VP of Marketing for Marketo and Laura Patterson, President for VisionEdge Marketing discuss how important it is for marketing and sales to work from the same framework in order for marketing to help successfully measure their contribution in driving the customer buying pipeline.  Jon and Laura explore a customer buyer-centric behavioral approach for configuring the customer buying process and valuable metrics marketing should measure and report.  Laura and Jon reflect on the challenges associated with managing, leveraging, and analyzing data to support revenue generation strategies and pipeline management. View video

Categorizing B2B Marketing Metrics

Watch as Jon Miller, VP of Marketing for Marketo and Laura Patterson, President for VisionEdge Marketing, explore the metrics marketers use and what metrics help measure B2B marketing’s effectiveness and value.  Laura suggests a metrics focused frameworks and outcome-based metrics that will take your marketing accountability to the next level, improve marketing’s credibility, and connect marketing to what matters to the executive team. Jon and Laura discuss why cost-based metrics and focusing on ROI may not be the best measures. View video

Why Marketing Analytics Matters

Learn how marketing analytics can drive real revenue growth. Jon Miller, VP of Marketing for Marketo and Laura Patterson, President for VisionEdge Marketing, discuss the importance of measuring marketing and how data, analytics and metrics foster-fact based strategic decisions. In their conversation, they explore the role metrics play in B2B marketing accountability and revenue performance management. Laura and Jon discuss what separates the Marketing A players from the rest of the pack. View video

Using Ecosystem Maps to Accelerate Market Success

Today most organizations know that venturing unprepared into unchartered territory is fraught with risk. It helps to have a map to chart your course. This map is known as an ecosystem map.  Ecosystem maps serve as a valuable tool for getting the lay of the land of a market, assessing the opportunity, and identifying the best points of entry, potential partners, and competitive challenges. Knowing which customers are the best points of entry, which organizations can create barriers and road blocks, where the landmines are and who are potential guides and partners can make all the difference in your success.  This recording from the IFCA webinar on ecosystems, explores how to create an ecosystem map in five manageable steps and how to use the map to accelerate market traction and penetration. View video

Six C’s to Aligning Sales and Marketing to Accelerate Revenue

The traditional approach to the pipeline is outdated. Get practical tips on how to take a customer-centric approach to engineering the opportunity pipeline to accelerate revenue and align sales and marketing. Listen to this recording from the TrueInfluence Webinar.

What Best In Class Marketers Do Differently

Make strides on your marketing performance excellence journey by adopting the best practices of best-in-class marketers when it comes to marketing effectiveness, accountability, and performance measurement and management.  View this video from the Chicago Association of Direct Marketing’s Annual Meeting. View Video

Experts Discuss Marketing Metrics

Join Laura Patterson as she and Ian Oxman, CMO of Chief Outsider, engage in a conversation with Nick Vaidya, Managing Partner for The 80/20 Strategy Group on the importance and value of marketing metrics in this panel moderated. View Video

B2B Marketing: The Future Starts Now

Hear the recording of VisionEdge Marketing’s track at the 2011 virtual B2B Marketing Summit. Laura Patterson along with the other members of the Founders Council of CustomerThink’s DigitalMarketingOne community held a one day Summit comprised of Interactive panel discussions that explored the top issues facing digital marketing leaders. The VisionEdge Marketing session address “Best Practices in Managing and Measuring Marketing Performance.”  Listen to the session to:

  • Learn the best practices of marketing measurement and performance management
  • Gain insights into steps and tools you can start using NOW
  • How to leverage outcome-based metrics to ensure marketing objectives are measurable and designed to effectively impact the organization,
  • Utilize performance target setting, and
  • Develop better marketing performance reports/dashboards.

View video

SLMA Radio Show

VisionEdge Marketing services include marketing performance management and measurement, marketing and sales alignment, product and strategic marketing and professional development. In this radio program Laura Patterson, is CEO of a VisionEdge Marketing, Inc. shares ideas for how to improve marketing and sales alignment and marketing effectiveness, discusses the importance of customer engagement and how to measure it, and how marketing can measure their value beyond leads. Click here to watch

Measure Success

This recording focuses on marketing accountability and metrics and how you can use this to lead to best practices. This recording was done as a webinar for Gore.

Using Marketing Measurement for Continuous Improvement

VisionEdge Marketing has the privilege to be a part of the “Alterian’s Leadership Series”. In this podcast, Marcus Tewksbury from Alterian and Laura Patterson from discuss metrics that marketing organizations should utilize and using performance management as a way to continuously improve their marketing efforts.

Marketing Analytics: Helping You Stay Accountable, Optimize Revenue and Sleep at Night

Tired of always having your marketing budget cut? Learn how to take your marketing to the next level by truly understanding the value you create from your marketing efforts. In this webinar you’ll hear about marketing analytics from Laura Patterson, CEO and Author of the book, Metrics in Action: Creating Performance-Driven Organizations, and Jon Miller, VP of Marketing at Marketo.

Plus, you’ll learn:

  • Which metrics matter and which don’t, ensuring you don’tmisinterpret results.
  • The campaigns and programs that are driving success and those that arenít as effective.
  • How to drive revenue for your organization by focusing on the programs that are working.
  • How to identify the type and quality of data needed to improve marketing results and make better decisions.
  • How to get more from your CRM or marketing automation system to help prove results.

Creating Measurable Customer-Centric Marketing Plans

Operating without a marketing plan is like taking a road trip without a map. While you may eventually get there, you risk the chance of taking a longer, more expensive route or even getting lost. A marketing plan is the single most important vehicle you have to maximize effectiveness and minimize risk. Whether you’re developing your core strategic marketing foundation or launching a new tactical program into the marketplace, the quality, efficiency, and cost of execution will depend on the quality of the planning that went into it.

In this webinar, Laura Patterson introduces key marketing and planning concepts and provides a framework for developing a customer-centric marketing plan. At the end of the session, you’ll have a complete and concise approach that enables you to develop a strategically based, customer-centric, measurable marketing plan including:

  • The fundamental questions every marketing plan should answer.
  • The importance of situation analysis to marketing planning and how to do it.
  • How to establish measurable marketing objectives and performance targets for marketing programs.
  • The five components of good marketing strategy.
  • Structuring your mission, metrics, outcomes, objectives, strategies, and tactics in a way that is both customer-centric and measurable.

Best Practices for Proving Marketing’s Value

The “new rules” for Marketing to show its impact on the business, demonstrate accountability and communicate its value are more important than ever. The best Marketers are embarking on a journey to measure marketing effectiveness, efficiency and contribution.

In this webinar, Laura Patterson discusses and presents why measuring marketing is so important is today’s business climate. The presentation covers the interesting yet challenging journey that Return On Marketing Investment (ROMI) has made through the years, the characteristics of performance-driven organizations, best practices for improving marketing’s contribution and metrics framework, key success factors and ten steps for getting started on your journey to success.

The Importance and Process of Setting Performance Targets

In this presentation, Laura Patterson discusses the importance and process for performance target setting.

NOTE: The first few minutes at the beginning of this recording had some technical difficulties. We appreciate your patience.

The Power of Setting Marketing Performance Goals

In this interview with Dr. Ralph Wilson of Web Marketing today, Laura Patterson and Ralph discuss the importance of performance target setting. The five minute segment touches on five key steps for making performance target setting work in your organization. The five steps identified in this video will make it possible for any marketing organization to know when to declare success and how to avoid results being down played.

Conquering the Marketing and Sales Divide to Accelerate Revenue

Marketing and Sales are really two sides of the same coin. They are both responsible for generating revenue for the company. The better marketing and sales are aligned, the more likely factors such as opportunities in the pipeline, the average deal size, the win rate and the sales cycle time can be improved thereby increasing the company’s revenue. The lack of alignment between Marketing and Sales is detrimental and is one of the primary reasons many companies fail to achieve their revenue goals. While no one can offer any guarantees, aligning marketing and sales makes good business sense and ultimately improves the bottom line. A study conducted by Aberdeen on sales effectiveness with more than 200 executives found that companies that had strong collaboration between these two functions achieve higher sales effectiveness. This presentation identifies tell tale signs your marketing and sales partnership is broken, offers suggestion on how to conquer the divide to accelerate revenue, and explores two steps any organization can take to improve marketing and sales alignment in a relatively quick period of time and begin to reap the benefits of more revenue and profits.

Tough Times Call For Tough Measures

One of the first questions large and small business owners ask in an economic downturn is “Where can I cut costs?” When times are tough, the natural inclination is to reduce marketing expenditures. You may not have a choice, but you can effectively control where to cut – if – you know what is and is not working. And that means you need data, analytics and metrics. In this webinar participants learn how they can quantitatively evaluate their marketing effectiveness and efficiency and determine where to cut and what to save.

Creating a Performance-Driven Marketing Organization

Marketing continues to be under increasing pressure to demonstrate its accountability in helping achieve business goals and the payoff it provides for the money companies invest in it. With the current economic conditions demonstrating our strategic and financial value is even more important. To show our impact and value to the business, Marketing needs to become performance-driven organization committed to moving the needle for key business outcomes. Participants in this program:

  • Learned the characteristics that define a performance-driven organization
  • Explored how to create and measure a performance driven marketing organization
  • Examined the role of the dashboard and how it can be used to drive performance and communicate value
  • Gained insight into best practices being deployed around performance measurement

Proving Marketing’s Value: Tangible Tools and Metrics for the 21st Century

This program focused on how marketing executives and professionals can create a performance-driven marketing organization that enables marketing to measure its contribution and value to the business. Using a framework any marketing organization can adopt, the session offers tangible steps and metrics every marketing organization can take and use to improve its accountability. Participants learned how to shift from tracking activities to outcome-based customer-centric metrics.

The Marketing Plan That Saves Time, Saves Money, and Boosts Sales

You’ve heard it before: Operating without a marketing plan is akin to taking a road trip without a map. While you may eventually get there, it is also just as likely you will get lost. And getting off course is particularly costly in the tight economic climate we face now. A marketing plan outlines a shared, focused strategy on how marketing will help the organization achieve its key business goals. It clarifies the challenges you face as well as the opportunities. The research involved in creating a marketing plan improves marketing effectiveness and efficiencies, clarifies your target market, and helps ensure you won’t end up pursuing unprofitable and unsustainable relationships. This session introduces key marketing and plan concepts, and provides a framework for developing a customer-centric marketing plan. You will learn a creative, comprehensive, and concise approach that enables you to develop a strategically based, customer-centric, measurable marketing plan. In this session you will learn:

  • The 10 questions every marketing plan should answer
  • Dragons and Quests: Key steps for analyzing your situation
  • How to deploy the M.O.S.T approach to create a plan
  • How to structure your mission, metrics, outcomes, objectives, strategies, and tactics in a way that is both customer-centric and measurable

3 Perspectives On Marketing Management Excellence

Marketing Performance Measurement and Management (MPM)aims to align marketing activities, strategies, and metrics with business goals in order to make marketing more effective and efficient. MPM requires marketing professionals to create a metrics framework and key performance indicators, monitor marketing performance, and develop and utilize marketing dashboards to communicate and manage performance. MPM is the foundation for creating performance-driven marketing organizations. The webinar defines MPM and the performance driven marketing organization, the challenges associated with achieving MPM, explores the systems, tools, processes, new skills and a culture of accountability needed to create a performance-driven marketing organization, metrics every marketing organization should consider, and ten steps you can take NOW.

Creating a Customer-Centric, Measurable Marketing Plan

The program takes a creative and concise approach to building a plan that helps you become the company hero and meet your quarterly goals in a single bound! (Well, almost.) During the webinar, participants learned:

  • The 10 questions every marketing plan should answer
  • Key steps for analyzing your situation
  • How to structure your Mission, metrics, outcomes, objectives, strategies and tactics

Watch our video and learn how to Improve your ROI and Marketing Performance Measurement:

Interested in more? Visit our Learning Center to browse by topic.

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