25+ Years of Published Thought Leadership
For more than 25 years, VisionEdge Marketing and Laura Patterson have been recognized by respected business, marketing, customer experience, analytics, and governance publications for thought leadership in customer-centric growth, growth strategy, performance management, market segmentation, marketing analytics, and growth governance.
Our insights, research, frameworks, and methodologies have been featured in industry journals, professional associations, trade publications, podcasts, interviews, and business media worldwide.
This archive highlights our published articles, interviews, research contributions, media mentions, awards, and guest appearances.
VisionEdge Marketing’s published work focuses on:
- Customer-Centric Growth
- Growth Governance
- Growth Strategy
- Market Segmentation
- Customer Value
- Performance Management
- Marketing Analytics
- Data-Driven Decision Making
- Operational Excellence
- Go-to-Market Strategy
- Competitive Positioning
- Customer Experience
- Business Performance Measurement
Explore our media coverage below.
2026
May
Customer Effort Score: A Leading Indicator of Competitive CX – ISBM
Feburary
Operationalizing Customer-Centricity: Moving Beyond the Veneer to Real Value – B2B Marketing Net
2025
December
How to Break the Cycle of Broken Customer-Centric Processes – B2B Marketing Net
November
Drive Efficiency with Attribution and Performance Tools – B2B Marketing Net
September
Six Steps for Building Predictive Models – B2B Marketing Net
August
How Do You Prepare to Enter a New Market? – B2B Marketing Net
July
Professional Communities of Influence are a Winning B2B Growth Strategy – The WOMEN OF POWER Issue of Influence-Magazine
From Insight to Impact: Laura Patterson’s Approach to Helping Businesses Grow by Focusing on Customers – Women’s Journal
The Voice of Governance: Shaping Corporate Boards (pg 204) – Latino Leaders Magazine
May
A Tale of Two Human Needs – Meet Laura
Performance Management: Think Like the C-Suite and Board – Propolis from B2B Marketing
April
Create a Propensity to Purchase Model to Accelerate Growth – Propolis from B2B Marketing
February
Roles vs. Personas: Why Care About the Difference – Propolis from B2B Marketing
January
5 Essential Elements to Develop Your Competitive Growth Strategy – Influence Magazine
How to Retain Website Traffic in a Generative AI World – Applied Marketing Analytics
4 Characteristics of a Good Target Market – Propolis from B2B Marketing
2024
December
7 Steps to Improve Your Strategic Plan– Propolis from B2B Marketing
November
Are You Falling For These 3 Customer-Centricity Myths? – Private Practice Pointers
Make Smart Performance Target Setting for Success – Propolis from B2B Marketing
October
Six Non-Financial Metrics Every Marketer Should Measure – Propolis from B2B Marketing
September
ABM: A powerful strategy based on data-driven insights – Propolis from B2B Marketing
July
Unleashing Customer-Centric Growth: Wisdom Shared by Laura Patterson – Training Unleashed Network
5 Minute Advice for Authors – Twin Flames Studios
June
5QQ to Laura Patterson: Quick Business Insights from Industry Leaders – 5QQ 5 Five Quick Questions
Press Release: VisionEdge Marketings Celebrates 25 Years of Excellence – PR.com, PRLOG.org, PRFREE.org, PressReleasePoint.com, PRWEB.com
April
Marketing Experience on the Board – Being Customer Centric – Private Directors Association
B2B: Balancing the Human Factor with Technology – 4 Hoteliers Advantageous Excellence: A Transformative Journey for BODs and the C-Suite – 4 HoteliersMarch
Beyond Discovery: 8 Steps for Applying Data-Derived Insights – 4 Hoteliers
January
2023
December
How Segmentation Serves as Your Strategic North Star for Growth – 4Hoteliers
Considerations for Designing Your Best Customer Journey Map – 4Hoteliers
November
6 Areas Where the Value Creator Marketing Persona Excels – ISBM
Power of the Pivot: Soaring to New Heights of Growth Amidst Change – 4Hoteliers
5 Takeaways for Effective Marketing from Marketing Performance Management Research – ISBM
Focus On These 4 Capabilities to Thrive – ISBM
October
Customer-Centric Growth: Unlock 7 Success Factors – 4Hoteliers
August
How Chief Growth Officers Drive Growth Through Customer Experience – ISBM
New Horizons: Expanding into New Markets to Grow Your Business – Growgetter
June
Why A Diversification Strategy is Important in Uncertain Times – 4Hoteliers
Successful B2B Leaders Think Strategically. How Do They Do It? – 4Hoteliers
May
How Leaders Can Break Free from Day-to-Day Trench Warfare – 4Hoteliers
Customer Effort Score: A Leading Indicator of Competitive CX – ISBM
How Business Leaders Can Better Leverage Data to Make Informed Decisions – B2B Marketing Zone
April
Marketing Ops and OpEx: Better Together for Competitive Edge – 4Hoteliers
Four Proven B2B Growth Strategies for a Challenging Economy – B2B Marketing Zone
How to Integrate Purpose-Led into Your Growth Strategy – Medhealth Outlook
Two Measures to Unlock the Value of Your Data Analytics Investment – B2B Marketing Zone
March
Scaling a Business: How to Climb to the Summit of Success | What’s Your Edge? – B2B Marketing Zone
February
Better Knowledge Transfer Improves Competitiveness and Growth – 4Hoteliers
How Best-Practice Segmentation Delivers Faster and More Profitable Growth – Gardner Business Media, Inc.
January
Better Knowledge Transfer Improves Competitiveness and Growth – B2B Marketing Zone
Why Every Business Needs a Better Growth Plan – B2B Marketing Zone
Performance Management: Your Powerful GPS For Navigating Growth | What’s Your Edge? – B2B Marketing Zone
13 Marketing Metrics and KPIs to Measure in 2023 – Trade Press Services
2022
December
Patterson named 50 phenomenal brand ambassadors to work with in 2023 – Engati
Guest Appearance on The Backstory on Marketing – ProRelevant
Outcome-Based Budgets vs. Line Item Belt Tightening – Rooted In Revenue
How Outcome-Based Vs. Traditional Sub-Account Budgets Serve Everyone Better – B2B Marketing Zone
Growth: Tea Leaves are Out. Data Insights are In | What’s Your Edge? – B2B Marketing Zone
November
Recession? How to Make the Least Risky Budget Cuts – Ground News and B2B Marketing Zone
Growth Strategies: It’s Best to Have Enough Wood Behind the Arrow – B2B Marketing Zone
October
Laura Patterson Guest Appearance – Born To Talk Radio Show with Marsha Wietecha
How a Stellar Customer Experience is a Competitive Differentiator – Ground News and B2B Marketing Zone
Bad Weather Calls for Piloting Your Business with a Plan, Data, and Processes – B2B Marketing Zone
September
Why Business Transformation Must Start With Process, Not Transformation – B2B Marketing Zone
August
How Rating Scales are Composed and Affect the Quality of Actionable Insights | What’s Your Edge? – B2B Marketing Zone
Why Your Analytics Framework is Incomplete Without Valuable Aha! Insights – B2B Marketing Zone
The culture and leadership style combination that cultivates a best-in-class marketing organization – Applied Marketing Analytics
July
Designing Your Customer Engagement Strategy – Dr. Art Weinstein
To Improve Customer Experence, You Need a Map – CSV2GEO
June
Brand Strategy: It’s All In Your Promise – Dashboard by NIADA
5 Important Steps for Growing Your Business in the Sea of Uncertainty – B2B Marketing Zone
If You Want to Emulate BIC Analytics Mastery, Where Should You Begin? – B2B Marketing Zone
How to Avoid Suboptimal Decisions in Times of Economic Uncertainty – B2B Marketing Zone
April
What Best-in-Class Marketers Do Differently: How to Cultivate Value Creation – Trade Press Services
March
How to Join the Ranks of Best-in-Class Marketing Organizations – Heinz Marketing
February
Why Marketing Needs to Own Demand Generation Right Out of the Gate – Webbiquity
Industry Professionals Share Their 2022 Resolutions – Nimble
January
How Does Qualitative Research Support Captivating Story Creation? – Business 2 Community
Study Reveals Two New Factors Related to Cultivating Best-in-Class Marketing Organizations – PRWeb
How Much Time Do You Spend Thinking About The Future – Bespoke Diaries
Engati names Patterson among 200 most powerful influencers to follow in 2022
2021
December
5 Experts Share Do’s and Don’ts of Being a Leader
3 Website Must-Haves to Achieve Your Business Growth Goals – WEBii
Customer-Centric Message Maps Engage More Customers – 4Hoteliers
November
Make Sure You Have the Hard Skills for the World of AI Marketing – INFOTECH Report
Customer-Centric Metrics Make Your Demand Generation Dollars Go Further – Customer Value in the Now Economy
Customer-Centric Message Maps Engage More Customers – Business 2 Community
4 Downsides of Quick and Easy Customer Growth – Business 2 Community
Ensure Your Innovation Hits It Out of the Park – Business 2 Community
October
How to Make Sure Your Dashboard Passes the Test: One Good Idea – Business 2 Community
Market Validation: The One Step You Can’t Afford to Skip – Business 2 Community
7 Steps to Acquire and Keep Right Fit Customers – Business 2 Community
September
Your Competition Is Gaining Market Share. Are You? – Talented Learning; PostinTrend
How to Lower Your Risk of Entering a New Market: One Good Idea – Business 2 Community
2 Future-Proofing Components to Protect Your Grow – Business 2 Community
August
4 Marketing KPIs That Matter – Gerri Knilans shares VEM’s approach to creating KPIs
Want Your Business to Grow? You Might Need to Break Some Patterns – Business 2 Community
How Much Time Do You Spend Thinking About the Future? – Business 2 Community
July
Process is at the Heart of Operational Excellence – Business 2 Community
CXBuzz interviews Laura Patterson from VisionEdge Marketing on Customer Experience
Market Segmentation: Your Smart Tool to Deliver Growth – TalentedLearning
Patterson earns Engati’s Top 30 Marketing Influencers
VEM’s The Customer DNA Model created in partnership with the SMA Group
Process is at the Heart of Operational Excellence – Business 2 Community
June
Patterson featured in Trade Press Services Upstream and Downstream Marketing
How Frameworks Help Close the Experience Gap and Sustain Business Continuity
Piktale names VisionEdge Marketing’s Patterson among Top 100 Global Influencers.
How My Grandfather’s Fishing Wisdom Applies to Customer Acquisition – Business 2 Community
May
Logic And Math Two Essential Skills For Accountability And How You Use Them – Business 2 Community
How Leaders Can Strengthen Business Performance Through Inside And Outside Focus – Business 2 Community
To Improve Customer Experience You Need a Map – Business 2 Community
Bring a New Product to Market Without Reinventing the Wheel – Business 2 Community
April
How Technology Places CMOs at Risk of Losing Their Strategic Role – Business 2 Community
Your Competitors are Gaining Market Share – How About You? – Business 2 Community
March
Why You Need to Look for the Non-obvious in Your Data – Broadsuite Media Group
Make Sure CTA Measures Are on the Right Place on Your Dashboard – Business 2 Community
February
Does Your Plan Enable You to Seize Growth Opportunities – Business 2 Community
Why You Need to Look for the Non-obvious in Your Data – V3B
A Proven Method for Operational Excellence – Business 2 Community
The Impact of Peer Engagement of the Customer Buying Journey – Broadsuite Media Group
January
Beware of Changing Strategy Just When Your Sails Have Caught the Wind – Business 2 Community
How to Measure Customer Value (And Why It Matters) – Talented Learning
2020
December
Why You Need to Look for The Non-Obvious in Your Data – Business 2 Community
One Good Idea Ep 1 – Business 2 Community
The Value of Investing in Customer Value Management– The Customer
October
How to Move from a LeadGen Machine to an Organic Growth Machine – V3B
How Do You Measure Your WHY? – Business 2 Community
September
To Maximize Your Winning Strategy, Avoid Punting – Business 2 Community
VEM included in Steered By Strategy White Paper Developing and Implementing Outcome-Based Marketing Plans – CUNA Council
VEM included in DemandGen 2020 State of Database Quality and Accuracy Report – DemandGen Report
Fast-Track Your Business: Fundamentals of Customer-centricity, inspiration – DemandGen Report
August
Are You Setting Yourself Up to Be a Commodity? What’s Your Edge? – GardnerWeb
What’s the Greatest Marketing Challenge You Face? – Trade Press Services
Four Pivotal Capabilities for Marketers to Support the Growth Mandate – Applied Marketing Analytics Volume 6 / Number 1 / Summer 2020
June
Bob Thompson includes Laura Patterson in CX ROI: Making the Case to Improve the Buying Experience
How to Know When It’s Time to Make a Strategic Pivot – Business 2 Community
May
The Value of Investing in Customer Value Management – 4Hoteliers
Unlock the Power and Value of Upstream and Downstream Marketing – Business 2 Community
The Value of Investing in Customer Value Management – Art Weinstein
The Value of Investing in Customer Value Management – Business 2 Community
Matt Heinz Sales Pipeline Radio: Q&A With Laura Patterson – CustomerThink
Ezvid names VisionEdge Marketing 1 of 5 Companies to Help Market Your Business
April
Improve Your Ability to Anticipate the Pitch – What’s Your Edge? – B2B Marketing Zone
How to Move From a Leadgen Machine to Organic Growth Machine – Business 2 Community
March
How Your Competitors Can Help You Improve Your Marketing – Business 2 Community
February
How Do You Know When It’s Time to Bring in a Marketing Expert? – Fusion Marketing Partners
January
How to Measure Customer Value – TalentedLearning
Press Release: Fast-Track Your Business Hits The Bookshelves – CisionPRWeb, MartechSeries
2019
November
The Differences Between and Benefits of Scorecards and Dashboards – B2Community
Why You Want to Keep Your Data Models Fresh – V3B
How to Use Alignment to Calibrate Your Marketing – B2Community
October
How to Single Out the Signal from the Noise on Your Dashboard – B2Community
How to Avoid Falling Prey to Shiny Marketing Objects – Podcast with Marketing Results Club
Data and Dashboards and Decisions – Oh My! – Talented Learning
Why Does Good Strategy Matter to the Bottom Line? – Fusion Marketing Partners
Why You Need to Start with Why as You Develop Your Marketing Plan – B2Community
September
Failing at Customer-Centric Marketing: It’s All in the Journey – 4 Hoteliers
How Using Data and Analytics Helps Keep Customers – Marketing Results Club
If You Aspire to Excellence Focus on Process – B2Community
VEM quoted in Forrester report Make Customer Lifetime Value Your Polaris For Long-Term Growth
August
Improve Customer Experience With Scenario Analysis – MarketingLand
Patterson Interview with OWOX on the State of Marketing Analytics
How to Avoid Failing at Customer-Centric Marketing: It’s All in the Journey – Business 2 Community
Interview with Marketing expert, Laura Patterson, by Derek Little – Trailblazer Writing
July
Customer Engagement Metrics: What Marketers Can Teach Learning Pros – Talented Learning
How to Architect Your Actionable Marketing Dashboard – 4Hoteliers
June
Press Release: VisionEdge Marketing Celebrates 20th Year – Cision PRweb, Community Impact
May
Are There Magic Marketing Metrics in the The Engagement Economy – V3B
Is a Land Grab the Right Growth Strategy for You?– Business 2 Community
How to Report on the Value Marketing Generates – V3B
How to Make What You’re Counting in Marketing Count – Business 2 Community
VisionEdge Marketing president shares expertise on The Top 4 Market Research Challenges with Trade Press Services
April
Installed Technology but Haven’t Seen Improved Lead Management? Here’s What to Do! – Sales Lead Management
Why Marketing Should Always Be Spelled with a Capital ‘M’– 4Hoteliers
March
Make Your Marketing & Sales Playbook a Powerful Alignment Tool – The Marketing Scope
Why a Data-Driven Marketing Culture Needs To Be at the Top of Your List – The Marketing Scope
When You Need Research to Be in the Know and How To Do It – Fusion Marketing Partners
Make Your Marketing & Sales Playbook a Powerful Alignment Tool– V3B Marketing
Is This Purchase In Your Future? – DMNews
February
Why a Data Driven Marketing Culture Needs to be at the Top of Your List– 4Hoteliers
How to Ensure Analytics and Martech are Relevant to the Business – Henry Stewart Publications
How to Ensure ‘Customer Success’ Isn’t Just Another Overused Term– 4Hoteliers
Why a Data-Driven Culture for Marketing Needs To Be At The Top of Your List– V3B Marketing
January
Score Big with a Marketing Measurement Playbook – If You Market They Will Come
Make Your Marketing Indispensable – 4Hoteliers
Engage More Customers with the Best Parts of ABM and Customer Journey Mapping – If You Market They Will Come
2018
December
Why Your Marketing & Sales Playbook is a Powerful Alignment Tool – If You Market They Will Come
Make Your Marketing and Sales Playbook a Powerful Alignment Tool – B2C Community
How to Make Marketing Indispensable – If You Market They Will Come
November
How to Use Attribution Models to Decipher the Right Mix – B2Community
Ensuring the Successful Integration of Technology and Marketing – If You Market They Will Come
The Evolving Role of Marketing Ops – Fusion Marketing Partners
How to Use Your Marketing Analytics Smartly – MarketingProfs
How to Use Intelligence to Outsmart Your Competitors – If You Market They Will Come
How to Eliminate the Breakpoints Improve Customer Experience – B2C Community
How to Navigate the Winding Road of Accountability – 4Hoteliers
October
The Evolving Role of Marketing Operations – Fusion Marketing Partners
How to Organize a Stand-Out Planning Session – If You Market They Will Come
How to Organize a Stand-Out Planning Session – Business2Community
Ensuring the Successful Integration of Technology and Marketing – Business2Community
Make and Build a Business That Solves a Problem – Business2Community
September
How to Use Product-Market Fit to Drive Business Growth – MarketingProfs
Quality of Service Starts Before Day One – CEO Refresher
VEM included in Forrester’s Master the Mechanics of Analytics
August
Press Release: Patent Issued for VEM’s Accelance® Methodology
Why Even a Little Data Matters (And What to do About It) – GardnerWeb
Marketing Operations: 3 Must-Have Best Practices For the Rising Stars of Marketing – MarTech Advisor
Why You Need to Stop Trying to Align Marketing and Sales – SLMA
What Does Marketing Do in a Goldilocks Economy? – IndustryWeek
How Scenarios Will Improve Your Customer Experience – CEO Refresher
July
Three Proven Practices to Overcome MarTech Failure – HospitalityNet
Today’s Metrics Fail to Connect Marketing to Growth – FusionMarketing
June
When The Customer is The Focus, Sales and Marketing Fall into Line – SLMA
Three Pivotal Steps to Follow When Developing a Marketing Campaign – Nimble
How to Measure Your Risk of Customer Defection – CEO Refresher
3 Metrics to Help You Thrive in The Age of The Customer – CustomerThink
May
How Marketers Must Adapt to the New Era of Customer Engagement, and Measure Success – CustomerThink
Why and How Marketing Should Lead the Innovation Process – CEO Refresher
Marketing Optimization Modeling 101 – Nimble
What it Means to Be Effective at Marketing – Integrated Marketing Association
The Winning Combination for Sales and Marketing Alignment – Hargreaves Sales Alignment Mini-Webinar Series
Is Your Marketing Up to the Task of the Primary Directive of Growth? – Fusion Marketing
Making the Most Out of Your Investments in Marketing Technology – Business2Community
How to Measure Touchpoint Effectiveness: Six Steps to Better Customer Experiences – MarketingProfs
Getting to the Root Cause of a Poor Customer Experience – IndustryWeek
How to Use Customer Insights to Spur Growth – HospitalityNet, YourThailand.net
Laura Patterson Joins SLMA Radio as a Host – eTradeWire
April
Be Fanatical About Service Quality (And Why It Matters) – V3B
What Happens When You Shift Your Focus From Financial to Performance Management? – CEO Refresher
Laura Patterson selected as one of the 20 Women to Watch in Business – Sales Lead Management Association
How to Save a Year of Research for Your Account-Based Marketing – YourThailand.Net
Never Again Get Blindsided by a Comparison to Your Competitors – Entrepreneur
Need More Organic Growth? Focus on Upstream Marketing – Nimble
March
How to Successfully Bring New Products to Market – IndustryWeek
What is the Expected ROI for Your Marketing Plan? And How to Do It – HospitalityNet
Why Customer Needs to Be at the Start of the CMO Job Description – CEO Refresher
Achieve Marketing Excellence through Benchmarking – Admap
Which Metrics are Best For Your Marketing Organization? – Nimble
How to Use Data to Reveal Your Brightest Star Customers – MarketingProfs
Want More Customers? Get Quality Referrals from Existing Customers – Entrepreneur
Laura Patterson Quoted in: Benchmarking can boost results – WARC
February
Laura Patterson Quoted in: The Clear and Complete Guide to ABM Analytics – Engagio
Centers of Excellence: A Fad…or a Path to the Future? – Nimble
No Doubt You’re Busy, But Are You Productive? – CEO Refresher
How to Best Select Segments to Support Organic Growth – Sales Lead Management Association
Revenue Tip: You Can Get Big Insights from Little Data – Rooted in Revenue
ABM Analytics Expert Q&A with Laura Patterson, President at VisionEdge Marketing – Engagio, Business 2 Community
VEM’s Patterson Selected as one of The Top Marketing Operations Leaders You Should Know – Engagio
January
Should You Use A.I. in Your Marketing? (Part One) – HotelTechReport
Laura Patterson Quoted in: New Budget Reality: B2B Marketers Look At Alignment Of Strategy And Spend In 2018 – Demand Gen Report
How to Make Good Business Decisions – Nimble
There’s More than Cash on the Line with New Marketing Technology – CEO Refresher
The 5 Things Best in Class Marketers Do Better Than Their Peers – B2B Growth Show, Blog
How to Save a Year of Research for Your Account-Based Marketing – 4Hoteliers
2017
December
Why Does Good Strategy Matter to the Bottom Line? – HospitalityNet, Business 2 Community
November
Are You Ready to Make the Shift to A.I.? (Part Two) – HospitalityNet, YourThailand
Organic Growth: Why is Matters and How to Fuel Its Segmentation – CEO Refresher
Want Higher Growth? Revisit Your Marketing Structure First – Integrated Marketing Association
How to Better Utilize Data and Analytics – HospitalityNet, 4Hoteliers
How to Choose the Best Marketing Channel – Nimble
When Is It Time To Embark On Repositioning? – HospitalityNet
Marketing performance management: How best-in-class marketing organisations prove marketing’s value – Applied Marketing Analytics, Volume 3
A Blueprint for Your Business | A Podcast That Builds – Dodge Data and Analytics
October
No Growth Strategy Without Culture: Achieving Growth Through Operational Excellence – BTOES
Don’t Fall Victim to the Tempting Allure of Shiny “Toys” – Nimble
Elephant Test Podcast: Laura Patterson, Marketing Performance Management- Elephant Test sponsored by Mountain Top Data
Laura Patterson Quoted in: How Marketing Ops Can Deliver Value to the C-Suite – MarTech Today
Why Revenue-Oriented Processes Matter (And How to Get Started) – CEO Refresher
How to Develop a Strategic Outcome-Based Marketing Plan – Integrated Marketing Association
Four Essential Success Factors for Transforming Marketing Into a Center of Excellence – Marketing Profs, Marketing Buzzer
How to Prospect for Gold in the Wild West of Customer Data – CDP Institute
Should You Use A.I. in Your Marketing? (Part One) – HospitalityNet, 4Hoteliers
Are You Ready to Make the Shift to A.I.? (Part Two) – 4Hoteliers
How to Choose the Best Marketing Channel – Nimble
September
Why Marketing Needs to be in the Room and at the Table – CEO Refresher
Be Fanatical About Service Quality (and Why It Matters) – HospitalityNet
How Valuable is Creating Customer Value? – Nimble
How to Improve Your Research ROI: Six Best-Practices – MarketingProfs
Five Critical Steps To Ensuring Finance’s Support Of Your Budget – HospitalityNet
Marketing Technology Can’t Fix a Flawed Process– MarTech Today
How to Ensure Marketing is on the Priority List Instead of the Watch List – The Marketing Scope
The Marketing Ops Audit: Why it Matters and How to Do It Well – Business 2 Community , Fusion Marketing Partners, HospitalityNet
Laura Patterson, MPM Authority and VisionEdge Marketing’s President Quoted in Forbes “If Analytics Improve ROI, Why Don’t Marketers Make the Commitment?“
Laura Patterson Q&A with Allocadia- Why Every Marketer Should Celebrate MPM Excellence: Q&A with an Industry Pioneer
August
Are You Rich in Activity Metrics but Poor in Improving Value? – Integrated Marketing Association
The Bottom Line: Action is at the Heart of Marketing’s Productivity – Business 2 Community, Fusion Marketing Partners
How to Go Integrated in a Specialty Marketing World – Nimble
Is Your Marketing Dashboard Out to Get You? – HSyndicate, Hospitality.Net, PineappleSearch, Synergy Capital, Business 2 Community
How to Avoid the Trap of Fake Marketing ROI – Integrated Marketing Association
How To Tell If Your Marketing Is Optimized For Performance – Hospitality.Net
How to Ensure Marketing is on the Priority List Instead of the Watch List– Integrated Marketing Association
How to Fulfill Marketing’s Fundamental Mission of Value Creation – The Marketing Scope
July
How to Gain Insights Designed to Accelerate Growth – Fusion Marketing Partners
Action is at the Heart of Marketing’s Productivity – Hospitality.Net
How to Harmonize the Voices of the CMO and CFO – The CEO Refresher
June
There Can Be No Growth Strategy Without a Culture for Growth – The CEO Refresher
How to Fulfill Marketing’s Fundamental Mission of Value Creation – HSyndicate
2017 Marketing Performance Benchmarks and Trends [Infographic] – MarketingProfs
Coverage: Pressure Builds on Marketers to Measure Performance and Impact – MarketingCharts
How to Soar Higher With Marketing Ops – Brand Quarterly
Coverage: Cracking the Code on Marketing Performance Management – B2B Marketing Directions
How to Cook Up Your Best Marketing Performance – V3B
May
Coverage: Why Marketing Leaders Must Connect the Dots – Customer ThinkAre You Rich in Activity Metrics but Poor in Prove Value – Business2Community
How to Employee a Marketing Caddie to Crush the Competition – Nimble
Coverage: 7 experts give their Advice on Strategic Marketing Planning – Allocadia
Press Release: 16th Annual MPM Benchmark Study Released Findings Reveal Recipe Used by Best-in-Class Organizations.
Press Release: 16th Annual MPM Benchmark Study Released Findings Reveal Recipe Used by Best-in-Class Organizations – PR Web
Are You Rich in Activity Metrics but Poor in Proving Value? – 4Hoteliers
Who Cares About Marketing ROI? – 4Hoteliers
Centers of Excellence: How to Drive Your Marketing Performance Past the Norm – Business2Community
Is Your Brand Momentum Big Enough to Spur Growth? – V3m Broadsuite
The Top Metrics Categories Every Marketing Leader Can Exploit – V3M Broadsuite
In Marketing, Like Golf, You Need to Use Each Club for its Purpose – The CEO Refresher
How you Network Your Way to Marketing Expertise – Nimble
Why Invest in a Coach for Your Marketing – 4Hoteliers
April
How You Can Conquer Better Performance with Marketing Ops – Integrated Marketing Association
Who Cares About ROI What You Really Want To Know Is How Effective You Are – Hysndicate
Is Your Brand Momentum Big Enough to Spur Growth? – Integrated Marketing Association
The Top Metrics Categories Every Marketing Leader Can Exploit – Integrated Marketing Association
How to Learn From a Marketing Campaign That Strikes Out – Nimble
March
Why Invest in a Coach for Your Marketing – CEORefresher
How To Soar Higher With Marketing Ops – BrandQuarterly
How Marketers can Demonstrate Value to the C-Suite – CMO Council, PeerSphere
How the Right Marketing Planning Process Saves you Time and Improves Results – Gardner Media
How to Grasp the Elusive Marketing and Sales Alignment – Fusion Marketing Partners
Increase the Value of Marketing by Comparing it to its Peers – Hsyndicate
How to Employ the Practice of Benchmarking for Best Practices – Nimble
Five Ways to Compete Against Low Cost Competitors – 4Hoteliers
Marketing Activity Metrics Means Little: Here’s How to Really Prove Marketing’s Value – Marketing Profs
February
Focus on Revenue is Not New Marketing Thinking – 4Hoteliers
Create a Marketing Center of Excellence to Increase the Bottom Line – Business2Community
Is it Time to Re-design your Marketing Dashboard? – CEO Refresher
Make the Magic of Your Martech More than an Illusion – Nimble
Focus on Revenue is Not New Marketing Thinking – HospitalityNet
January
The 10 Most Fascinating People in B-to-B Marketing From 2016
3 Elements Of Successful Change Management – Hsyndicate
Five Ways to Compete Against Low-Price Competitors – MarketingProfs
How to Make Sure your Strategy Takes Hold – CEO Refresher
Unlock the Power of a Marketing Dashboard – 4Hoteliers
How to Use Analysis to Craft Your Marketing Strategy – Nimble
Best the Competition with a Compelling Value Proposition – Business2Community
Five Proven Practices For Customer Experience Mapping – HospitalityNet
Easy Ways to Start with the Right Marketing Metrics – Business2Community
What Type Of Customer Experience Do You Deliver? – HospitalityNet
2016
December
Assess & Measure Competitiveness to Stay Strong – HospitalityNet
How to Use Scenarios to Achieve Marketing Agility – MarketingProfs
November
Best The Competition With A Compelling Value Proposition – HospitalityNet, 4Hoteliers
Brand Quarterly’s 50 over 50 once again include’s VEM’s Patterson – Brand Quarterly
Going Agile: Improve Your Marketing Performance and Productivity – Nimble
October
Change is Hard, So How do You Make it Easier? – CEO Refresher
How to Operationalize Your Customer Journey Map – MarketingProfs
From Being in Love with Your Data to a Lasting Relationship – Nimble
Customer Journey Mapping: The Road to Relationships – Inspired Momentum, Direct+, Engage, Creativ3
Transform Marketing From Enabler To Value Creator In 10 Steps – Brand Quaterly
September
Marketing Proficiency: A Golf Metaphor – MarketingProfs
Your Marketing Forecast: Now, New, and Next – Nimble
4 Proven Processes for Measuring Tradeshow ROI – BoardRoom Events Blog
How to Organize Your Teams and KPIs to Achieve Growth Targets – CEO Refresher
August
Marketing Can Be More Than A Cost Center – Research Brief
Marketing Needs You, The CEO, To Be Their Champion – CEO Refresher
Data and Analytics: Three Key Steps to Successful Business Decisions – MarketingProfs
Interview with Laura Patterson, Co-Founder and President of VisionEdge Marketing – Business 2 Community
Winning on the Customer-Centricity Stage – Nimble
July
eMetrics Summit Interview Series: Laura Patterson at VisionEdge Marketing – eMetrics Blog
Driving Marketing Excellence | Virtual Roundtable – BoardRoom Events
Want More of the Resources? Improve Marketing Accountability – Fusion Marketing Partners
What It Takes To Get Ahead In Your Marketing Career – Target Marketing
June
Management Performance Management Leadership: Interview with Laura Patterson – Black Ink ROI
2016 MPM Study Infographic – MarketingProfs
Reverse Your Value Chain To Be More Customer-Centric – CEO Refresher
Why You Need to Know What You Need to Know – Nimble
May
Secure Your CEO as a Marketing Champion – MarketingProfs
Thought Leadership Conversation – Digital Analytics Association
Change and Marketing are at the Heart of Entrepreneurship – Influencer Radio
Why Bother With Marketing Excellence When You have Good Enough? – CEO Refresher
Competing Interests: Customers vs. Wall Street – AMA
April
Best in Class Marketing: How to become a Business Value Creator – B2B News Network
Want to Do the Right Things Right? Marketing Ops Can Help You – Nimble
So, What Can a Good Marketing Dashboard Do for You? – Response Capture
Don’t Fall in the Trap; Count Customers, Not Revenue – 4Hoteliers
Has the ground shifted under top performing marketers’ feet? – PRWeb
S.W.E.A.T. to Gain Greater Results from Your Marketing – CEO Refresher
How to Create a Marketing Measurement Playbook to Select and Measure the Right Metrics – MarketingProfs
Your Marketing Plan Is Dead. Here’s How to Revive It – Nimble
March
Marketing Analytics: The Gateway to Revenue Growth – CEO Refresher
Avoid a Zero-Based Budget by Driving Growth as a Marketing Center of Excellence – MarketingProfs
Why and How to get an “A” in Business Acumen – Nimble
February
Enable Your CMOs to Get Their Game On – CEO Refresher
How Marketers Can Earn Better Grades From The C-Suite – Chiefmartec
Fortify Your Marketing Center of Excellence with Process and Technology – Nimble
January 2016
Go DIY or Call in an Expert: How to Choose – MarketingProfs
Short Changing Marketing Short Circuits Your Success – CEO Refresher
How to Construct Meaningful Customer Journey Maps – Nimble
2015
Women in Tech Entrepreneurship – Steve Guengerich
December
How Best-in-Class Marketers Serve As Value Generators – Journal of Creating Value
November
How to Convince Your CEO that Skimping on Marketing Talent is NO Bargain – MarketingProfs
Make Your Marketing and Company Faster, Stronger and More Agile – CEO Refresher
VEM’s Patterson among Brand Quarterly’s 50 Marketing Leaders Over 50 – Brand Quarterly
Service Provider or Value Creator: Escape the Classic Marketing Catch 22 – Nimble
October
Connect Your Content to the Customer Journey – FWD:B2B
How to Apply the ‘Golden Circle’ to Your Marketing and Performance Measurement – MarketingProfs
VisionEdge Marketing and Hive9 Partner on Improving the Impact of B2B Marketing
Improve Marketing Performance: How to Choose the Metrics That Matter – The CEO Refresher
The Win/Loss Analysis: It’s How You Play the Game – Nimble
September
Fix the Brittle Customer Relationships Affecting Your Bottom Line – MarketingProfs
How to Avoid Outkicking Your Coverage and Score Big with Your Marketing Initiative – Nimble
Marketing Effectiveness and Accountability: It Can’t Happen Without You – The CEO Refresher
August
How Marketing Works: Why It Should be a Center of Excellence – PeerSphere/Marketing Magnified
Building a Marketing Technology Ecosystem that Creates Value – MarketingProfs
Leverage Three KPI Categories from the World of Sports to Improve Marketing Performance – The Wise Marketer
Five Fundamental Steps Every CEO Can Employ to Optimize Marketing’s Value – The CEO Refresher
The Interplay Between Buyer Journey Mapping and Account-Based Marketing – Nimble
July
Modify Your Language to Gain Credibility, Influence, and Relevance With the C-Suite – MarketingProfs
How to Use Data to Create Engaging and Appealing Narratives – 7WData
Seven Steps Marketers Can Take to Foster a Data-Driven Culture – Nimble
Five Steps to Making Your Marketing Dashboard Actionable – The CEO Refresher
Six Questions to Improve the Timing of Your Content – Online Super Ninja
Achieve Credibility and Influence With Marketing Performance Measurement – Brand Quarterly
The Secret Sauce for Crafting Your Marketing KPI’s – JAMSO Value Smarter
Five Ways to Connect Loyalty to Business Results – The Wise Marketer
June
How to Harness the Value of Strategic Speed with Alignment and Analytics – MarketingProfs
Data-On-Boarding: Incorporating Offline Data in the Online World to Provide a Holistic View of Your Customer – 4Hoteliers
How to Create Personas that Solve Strategic Business Problems – 4Hoteliers
Improving Customer Loyalty with Relationship Marketing – The Wise Marketer
The Chicken and the Egg: Put Accountability Before Automation – CEO Refresher
Measuring the Value of Market and Customer Intelligence – Nimble
May
Customer Experience: What we Can Learn From Going to Camp – Nimble
What “A” Marketers Do Well: How to Measure Customer Vulnerability – 4Hoteliers
Customer Engagement and Loyalty: Two Leading Indicators for Brand Equity – 4Hoteliers
Diving Into Change: Take Your Influence and Credibility to the High Board – MarketingProfs
Press Release: Are Marketers Measuring Their Business Value? – eMetrics
Three KPI Categories Your Marketing Organization Should Adopt – The CEO Refresher
The Strong Keep Getting Stronger – 4Hoteliers
April
Infographic: Marketers: Here’s How to Answer the “What Have You Done for Me Lately?” Question – MarketingProfs
Press Release: Best-In-Class Marketers Widen the Performance Gap – PRWeb
Press Release: Best-In-Class Marketers Widen the Performance Gap – PRLog
Press Release: Best-In-Class Marketers Widen the Performance Gap
Analytics and Metrics: Related but Not the Same – MarketingProfs
Five Important Stops Along the Road from Metrics to Accountability – Nimble
How Best-In-Class Marketers Use Alignment and Accountability for Value Creation – Applied Marketing Analytics Journal
Using Segmentation to Fuel Organic Growth – Nimble
Why You Need a Customer Engagement Metric – The CEO Refresher
March
Press Release: BrightTALK Announces the Digital Marketing Analytics Summit – BrightTalk
Creating Content is a Waste of Time – Until You Have Mapped the Buyer Journey (Part 3: Match and Mix Content, Channel and Lifecycle) – CMO Essentials
Why Your Marketing Organization Should Include a Marketing Ops Function – CEO Refresher
Are You too Busy Chopping Wood to Sharpen Your Ax? – MarketingProfs
Creating Content is a Waste of Time – Until You Have Mapped the Buyer Journey (Part 2: Map the Customer Buying Journey) – CMO Essentials
What’s In a Name? Why the CMO Should Lobby for the CVO Title – Nimble
Creating Content is a Waste of Time – Until You Have Mapped the Buyer Journey (Part 1: Define the Buying Journey) – CEO Essentials
February
Three Steps to Take the Mystery Out of Measuring Marketing – CEO Refresher
Five Key Metrics You Need to Create a Customer-Centric Company – MarketingProfs
Marketers: Gain Greater Credibility With The CFO – Brand Quarterly
7 Ways to Make Marketing More Valuable: Why “Valued” is NOT Enough – Nimble
January
The Balancing Act: Short-Term Objectives and Long Term Performance – 4Hoteliers
Four Factors to Consider When Creating a Market Research Function – 4Hoteliers
The Core Components for Effective Storytelling and Relationship Marketing – Nimble
How to Achieve “No Excuses Marketing” in 2015 – 4Hoteliers
2014
December
How to Achieve “No Excuses Marketing” in 2015 – Nimble
Using Value and Fit for Customer Segmentation – 4Hoteliers
November
Best-in-Class Marketers Serve As Value Creators – PeerSphere CMO Council
Why Your Data Scientists Need to Be Storytellers, and How to Get Them There – MarketingProfs
How to Achieve the Right Blend of Art and Science for Marketing – CMO Essentials
Save Your Marketing Budget from the Chopping Block – Nimble
October
Marketing Accountability Before Automation: A Horse and Cart Metaphor – MarketingProfs
4 Habits That Make Marketers Stand Out – SpotOnVision
Four Best Practices for Improving Customer Experience – Nimble
New Technologies Enable Next Generation Dashboards – 4Hoteliers
September
Why You Can’t Buy Marketing Leadership on Craigslist – NimbleAmplifying Your Marketing Doesn’t Mean Customers Hear You – Nimble
Marketing Dashboards – In-Depth Guide – BlackInk
August
Marketing Ops Is Now a Must-Have: The Six A’s of Marketing Performance Management – MarketingProfs
Technology Roadmap: Facilitate Success with Marketing Technology – Peer Sphere
July
What You Should Measure in Your Marketing and Why– MarketingProfs
One Touch, Two Touch, First Touch, Last Touch: The Attribution and Impact of Content on Customer Behavior– Nimble Blog
Synching Content with the Customer Buying Process– Nimble Blog
How to Create Powerful Personas with Corporate-Wide Impact– Nimble Blog
Execs to Marketers: Show Me the Metrics – eMarketer
June
Only 1 in 4 Marketers Can Prove Their Impact on Business- MarketingCharts
What Separates ‘A’ Marketers from the Rest of the Pack? [Infographic]– MarketingProfs
Infographic: The Link Between Marketing Performance Management & Value Creation
May
Improve Success By Adopting These Three KPI Categories– MarketingProfs
Measuring the Payoff for Customer Loyalty- Business2Community
When to Seek a Marketing Specialist– Nimble Blog
April
5 Approaches for Making Sense of the Data Kaleidoscope- OMI Blog
How Can You Improve Your Marketing Performance?– Forward Metrics
Three Elements of Successful Change Management– MarketingProfs
Alignment: A Vital Step in Improving Marketing Performance– Explore B2B
How Do You Stack Up Against the Best-in-Class?– Business2Community
March
VEM’s Patterson selected among Top 20 Women in Sales Lead Management
Six C’s of a Customer-Centric Marketing & Sales Pipeline- Business2Community
How to Get to the Heart of Customer Experience – MarketingProfs
Five Approaches for Making Sense of the Data Kaleidoscope – 4Hoteliers
Bringing Intelligence to Content – MediaPost
Three Requirements for CMO Longevity- Business2Community
Marketing Operations: Pit Crew or Service Station? – 4Hoteliers
February
Four Marketing Performance Management Resolutions for 2014- 4Hoteliers
Four Steps to Ensuring Your Strategy Achieves Results- Business2Community
Five Approaches for Making Sense of the Data Kaleidoscope- MarketingProfs
What Sets Best-in-Class Marketers Apart?- Business2Community
January
How to Take Back the Reins- Business2Community
Translate Data into Business Value with These Four Tips- 4Hoteliers
Linking Engagement to Profitability- 4Hoteliers
Four Marketing Performance Management Resolutions for 2014- MarketingProfs
A Bigger Megaphone Doesn’t Mean Better Marketing- Business2Community
2013
December
Key Steps for Creating a Performance Driven Marketing Organization- 4Hoteliers
Marketing Technology: A Key Asset for Success- Business2Community
November
Using Metrics to Bridge Marketing and Finance- Business2Community
Are the Marketing Professors Playing Hooky?- HubSpot Inbound Hub
Bridging Marketing & Finance: Don’t Get Lost in Translation- MarketingProfs
October
From Drab to Fab: Marketing Plan Crash- MediaPost (Marketing Daily)
How to Take Back the Reins- MediaPost (Marketing Daily)
September
1-800 Marketing: Transitioning from Service Provider to Value Generator- MarketingProfs
Creating a Change Agent Culture in Marketing- 4Hoteliers
August
Marketing Operations: Pit Crew or Service Station?- MarketingProfs
5 Ways to Turn Big Data and Insight into Action- Online Marketing Insights
6 Best Practices for Opportunity Management- 4Hoteliers
Writing a Killer Sales Playbook- Nimble Blog
July
Making Marketing Relevant to the Business (Infographic)- MarketingProfs
Bigger Megaphone Does Not Mean Better Marketing- 4Hoteliers
6 Best Practices for Opportunity Management-Global CMO
June
Demystifying Marketing Metrics-Asian eMarketing
A Bigger Megaphone Doesn’t Mean Better Marketing-MediaPost
Bridging Finance and Marketing Using Metrics- Asian eMarketing
Staking Your Category Claim-4Hoteliers
More Data Does Not Equal Better Insights-Marketing Profs
Does Your Marketing Dashboard Pass These Three Tests?- Asian eMarketing (MediaBuzz)
Data Chains Facilitate Marketing Performance Management-Asian eMarketing(MediaBuzz)
How to Improve Performance Measurement in Four Step- MarketingProfs
May
Survey Finds Marketers are Operationally Proficient but Strategically Stalled– 4Hoteliers
Three Requirements for CMO Longevity- 4Hoteliers
Bridging Marketing and Finance Using Metrics- 4Hoteliers
Staking Your Category Claim- Marketing Daily(MediaPost)
Four Steps to Ensuring Your Strategy Achieves Results– MarketingProfs
April
The Art of Controllership-MediaPost
Just Add Data: Some Assembly Required-4Hoteliers
Connect Customer Experience, Convenience, and Differentiation to Business Results- MarketingProfs
March
Managing Marketing Content Across the Customer Lifecycle- MarketingProfs
Three Attributes to Extend Your CMO Longevity- MediaPost
February
Think Like the Competition-MediaPost
The Blurring Line between Marketing Analyst and Marketing Strategist-WordPress
January 2013
Power-Up Your Marketing to Prove Business Value – MarketingProfs
Back to Our Roots – MediaPost
2012
November
A Three-Step Approach to Linking Content and Behavior: Measuring Relevancy – MarketingProfs
Improve Your Marketing Performance – MediaPost
Using Big Data to Support Managing Marketing Performance – 4Hoteliers
Using Attribution to Understand Content Impact on Customer Behavior – 4Hoteliers
October
B2B Seller, Wake Up! Adopt Buyer Experience Management, or Get a Pink Slip from Customer 2.0 – Customer Think
Putting the Multi into Channel Markets – 4Hoteliers
The Six A’s of Marketing Performance Management – MarketingProfs
Using Big Data to Support Managing Marketing Performance – 4Hoteliers
September
Don’t Play Politics with Your Planning – MediaPost
July
Measuring Sponsorship Effectiveness – 4Hoteliers
How to Transform Marketing Into a Center of Excellence- MarketingProfs
Transforming Your Business with Voice-of-Customer- MediaPost
June
Linking Engagement to Profitability- 4Hoteliers
How to Improve Performance Measurement in Four Steps- Marketing Profs
Performance Management for Marketers- MediaPost
May 2012
Driving Revenue: Working the Numbers- MediaPost
Follow 3 Steps to Identify Your Campaign Goals and Measure Their Outcomes– MarketingProfs
March
Two Key Building Blocks for Creating a Marketing Dashboard- MarketingProfs
Alignment: Key to Marketing Performance- MediaPost
How to Create an Actionable Marketing Dashboard (and Why You Need One)- MarketingProfs
February
Five Steps for Creating a Viable Marketing Dashboard- Eloqua
Analytics: The Essential Ace in Every Hand- MediaPost
January
Three Keys to Accelerating Marketing Measurement and a Fact-Based Culture-MarketingProfs
Use Big Data to Support Performance Management-MediaPost
Marketers Must Focus On Outcome, Not Output, Metrics – Chief Marketer
2011
November
Delivering On the Promise of Marketing Automation-MarketingProfs
Get Your Marketing Analytics Game On-MediaPost Publications
Marketing Performance Excellence: What Sets Best-in-Class Marketers Apart- 4Hoteliers
October
A Focus on Revenue Is Not New Marketing Thinking – 4Hoteliers
The Six C’s of a Customer-Centric Marketing and Sales Pipeline – MarketingProfs
From Managing Metrics To Managing Performance – 4Hoteliers
September
Modeling and Optimizing Your Marketing Mix – MediaPost
Analytics and Marketing Operations: A One-Two Punch for Growth – MarketingProfs
August
Planning Isn’t Free: What Marketers Can Learn from HGTV – MarketingProfs
July
Improve Market Strategy By Thinking “Outside In” – 4Hoteliers
Measuring the Pay-off for Customer Loyalty – MediaPost
June
Lay Of The Land: Creating Ecosystem Maps – MediaPost
Beware of Shiny Marketing Toys – MarketingProfs
Need to Engage and Connect With Prospects and Customers? Marketing Automation to the Rescue (Maybe) – MarketingProfs
May
Anybody Can Be A Marketer – 4Hoteliers
The Price of Chasing the Next Shiny Toy – MarketingProfs
Do You Have What It Takes To Earn An A? – MediaPost
April
Grow the Bottom Line with Voice of the Customer Research – MarketingProfs
Anybody Can Be A Marketer – 4Hoteliers
Are The Professors Playing Hooky? – MediaPost
March
Marketing Accountability- Marketing: More than Just a Pretty Face – MediaPost
How Vulnerable Are You To Customer Defection – MarketingProfs
3 Key Ways To Measure Social Marketing ROI – MediaPost
February
KPIs Provide Insight to Influence Success and Strategy – MarketingProfs
From Managing Metrics to Managing Performance- MediaPost
January
Five Steps to Improve Your Marketing Accountability – Customer Think
Resolve to Make Marketing Count in 2011 – MediaPost
Five Marketing Accountability Resolutions for 2011 – MarketingProfs
November
Outside-In Thinking Improves Strategy – MediaPost
Six Best Practices to Improve Sales and Marketing Alignment –MarketingProfs
October
Using the Customer Buying Process – MediaPost
Improve Sales and Marketing Alignment to Accelerate Revenue –CEO Refresher
Five Best Practices for Sales Enablement –NPost
September
4 Steps to Improve the Value of Marketing – MediaPost
Marketing Strategy, Wherefore Art Thou? – MediaPost
Three Critical Steps for Securing Your Marketing Budget – MarketingProfs
August
Marketing’s Missing Link – MarketingProfs
July 2010
Three Key Investments for Improving Marketing Effectiveness and Accountability – MarketingProfs
Bridging the Gap: Astronauts,Fighter Pilots, and Air Traffic Controllers Needed – SMM
6 Ways To Engineer A Customer-Buying Pipeline – MediaPost
June
When Brand Relevance is a Relevant Metric – MediaPost
Be a Better Event Organizer – MediaPost
May
Establishing Key Metrics for Measuring the Value of Loyal Customers | Part 2 – Loyalty Management
The Three P’s of Marketing Operations – MarketingProfs
Measuring Beyond the Lead – MediaPost
Moving to Measuring Performance – MediaPost
April
The Nine Most Common Data Mining Techniques Used in Predictive Analytics – MarketingProfs
Bridging the Gap: Winning the Marketing Budget Battle – 4Hoteliers
The World of Cross – Channel Analytics – MediaPost
March
Leveraging Actionable Customer Data for Revenue Growth – Everything Technology Marketing
Anatomy of a Measurable Marketing Budget: Acquisition, Retention, and Value Growth – 4Hoteliers
Comments Can Be a Key to Engagement – MediaPost
2009
December
Embracing Cross-Channel Analytics to Create a Competitive Advantage – MarketingProfs
Put an End to Flying Blind: A Ten-Step Process for Creating a Go-to-Market Tactical Plan – CEO Refresher
November
For Whom the Bell Tolls: The CMO – 4Hoteliers
Marketing: Beware of ‘Outkicking The Coverage’ (updated) – MarketingProfs
September
Setting Performance Targets: The Ins and Outs in 10 Steps – MarketingProfs
Quality Marketing Metrics Enable Marketing’s Opportunity to Impact Strategic Direction – 4Hoteliers
August
Measuring the Value of Social Marketing and Media – 4Hoteliers
nPost adds VisionEdge Marketing as Regular Contributor to Entrepreneurial Blog – PRweb
Four Customer-Centricity Best Practices and Three Customer-Value Metrics For Customer-Relationship Success – MarketingProfs
July
Getting the Biggest Bank for Your Social Media Buck – Chief Marketer
June
VisionEdge Marketing celebrates its ten year anniversary with ten hours of free access to its searchable TIPS database – PR Web
May
Win/Loss Analysis (Part 2)óA Process for Taking Revenue Up a Notch – MarketingProfs
April
Bridging the Gap: Does Your Marketing Team Have the Right Stuff? – Manage Smarter
Managing Marketing Performance: The Role of Data, Analytics and Metrics – MarketingProfs
Win/Loss Analysis (Part 1): A Process for Taking Revenue Up a Notch – MarketingProfs
March
Managing Touch Point Value: 10 Steps to Improve Customer Engagement – CustomerThink
February
Benchmarking: A Best-Practice for Improving Marketing Performance (Part Two) – MarketingProfs
Bridging the Gap: Measuring the Value of Social Marketing and Media – 4Hoteliers
January
Benchmarking: A Best-Practice for Improving Marketing Performance (Part One) – MarketingProfs
Customer-Centric Planning Cleared for Takeoff at Southwest Airlines Cargo – Customer Think
2008
December
How to Use Scenarios to Create Buyer Segments – MarketingProfs
November
Measuring the Value of Social Marketing and Media – MarketingProfs
October
Loyalty Begins With the Right Customers: Pinpoint Your Marketing Efforts Through Smart Segmentation – CustomerThink
September
Press Release: VisionEdge Marketing Releases Third Book
Tackling the “Too HardTo” Pile of Marketing Accountability – MarketingProfs
Not All Customers Are Alike: How IN Retooled Its Metrics and Doubled Its Coversion Rate – CustomerThink
August
Marketing Metrics: What’s the Big Deal?
Tackling the “Too Hard To” Pile of Marketing Accountability – MarketingProfs
CEO as Top Data Dog – CEO Refresher
Managing Marketing Performance: The Role of Data, Analytics, and Metrics – MarketingProfs
July
Marketo’s Interview with VEM President Laura Patterson
June 2008
Marketing’s New Imperative: Engagement – EZineArticles
April
Marketing’s Critical Role in Pipeline Growth
February
Creating a Strategy Roadmap for Marketing Operations
VisionEdge Marketing Added to Forrester Research Report
Ten Questions Every CEO Should Ask Their Marketing Leadership
January
For Whom the Bell Tolls- Not Necessarily the CMO – CustomerThink VEM CEO Added to CustomerThink Advisory Panel
2007
December
Marketers Must Tap Into the Year of the Customer – CustomerThink Recovering the Lost Art of Product Marketing – MarketingProfs
November
Taking on the Metrics Challenge – Journal of Targeting
How Marketing can Lead the Charge for Business Innovation – marketingprofs.com
October
Conquering the Marketing-Sales Divide – businessmarketinginstitute.com
Measuring Only Marketing Activities Won’t Reveal the Return On Marketing Investment – customerthink.com
How Effective is Your PR? Media Impressions Can’t Give You the Whole Picture – customerthink.com
September
Know Your Customers’ Wallet Share to Retain the Best Customers – customerthink.com
Which Metrics Measure Marketing’s Impact on Business and Influence Strategic Direction – marketingprofs.com
August
A Five-Step Customer Mapping Process to Improve Customer Retention – marketingprofs.com
July
How to Write a Playbook that Enables Sales Effectiveness – MarketingProfs.com
Quality Marketing: Making Marketing More Strategic – Journal of Digital Asset Management
June
Transforming a Use Case Into a Sales Enablement Tool – MarketingProfs.com
May
Keys to Cracking the Code on Marketing and Sales Alignment – MarketingProfs.com
March
The Science Side of Marketing and the Emergence of Marketing Operations – MarketingProfs.com
VisionEdge Marketing Releases Results for Marketing Performance Survey 2007
February
January
Using Personas as a Sales-Enablement Tool – MarketingProfs.com
The Power of Persona – Manage Smarter
2006
November
Metrics and Buying Pipeline – The Wise Marketer
September 2006
VEM Co-founder to Present at PROMO Live
April
The Role of Culture in the Marketing Accountability Journey – DM News
March
Building Metrics to Prove Marketing’s Value – RFL Communications
January
Metrics and the Buying Pipeline – Marketing Magnified
2005
November
Diverse Companies Retain VisionEdge Marketing to Improve Marketing Performance Management
September
A Marketing Toolkit for Every CEO – MarketingProfs.com
August
VisionEdge Marketing Helps Two Companies Compete in Rapidly Evolving Markets
If You Don’t Measure It, You Can’t Manage It: The Best Marketing Metrics for Managing Marketing Performance – CEO Refresher
June
Dragons, Quests, and Marketing Plans – Marketing.org (BMA)
March
Businesses Still Tackling How To Measure Marketing’s Performance
The Four Marketing Practices of Winners – MarketingProfs.com
February
Factors That Make A Difference – The Society of Marketing Professional Services
January
What the CEO Can do to Put Sales and Marketing on the Same Revenue Page – SalesVantage.com
2004
November
Sterling Commerce Hires VisionEdge Marketing to Help Identify Market Opportunities for Growth
October
Two Companies Hire VisionEdge Marketing for Research and Best Practices
September
Three Companies Hire VisionEdge Marketing for Research, Strategy and Business
June
May
January
Three Texas Companies Hire VisionEdge Marketing for Research, Strategy and Training
2003
November
VisionEdge Marketing Guides Three New Customers to Greater Revenue Potential
August
Survey Shows More Companies Finding Success, But 30-45 Percent Will Not Meet 2003 Revenue Goals
June
Branding Sets Mavericks Apart From the Herd – Austin Business Journal
May
Centerpulse, EPSIIA, and Expresiv select VisionEdge Marketing
February
Survey Predicts 40-60 Percent Of Companies Will Miss 2003 Sales And Revenue Target
2002
December
VisionEdge Marketing Announces Three New Customers; Increases Customer Base by 39% in 2002
September
August
VisionEdge Marketing Celebrates Third Anniversary By Announcing Three New Customers
April
Third Annual VisionEdge Marketing Summit Explores How Marketing Strategies Impact Valuation
Five Companies Engage Austin Marketing Company to Meet Challenges of Economic Climate
March
January
As the Economy Shows Modest Signs of Recovery, VEM Advises a Focus on Customer Centricity in 2002
2001
May
AISD AT-STAR, Infoglide, and Metrowerks Turn to VisionEdge Marketing
April
Gone Fishin’ Debuts at VisionEdge Marketing Customer Summit on Market to Conditions
February
2000
November
October
July
January
VisionEdge Marketing Inc. Puts Experience to Work at BMC Software, NetSolve and QuickArrow
1999
October
Companies Use VisionEdge Marketing, Inc. to Build Valuation and Market Share
25+ Years of Published Thought Leadership
For more than 25 years, VisionEdge Marketing and Laura Patterson have been recognized by respected business, marketing, customer experience, analytics, and governance publications for thought leadership in customer-centric growth, growth strategy, performance management, market segmentation, marketing analytics, and growth governance.
Our insights, research, frameworks, and methodologies have been featured in industry journals, professional associations, trade publications, podcasts, interviews, and business media worldwide.
This archive highlights our published articles, interviews, research contributions, media mentions, awards, and guest appearances.
VisionEdge Marketing’s published work focuses on:
- Customer-Centric Growth
- Growth Governance
- Growth Strategy
- Market Segmentation
- Customer Value
- Performance Management
- Marketing Analytics
- Data-Driven Decision Making
- Operational Excellence
- Go-to-Market Strategy
- Competitive Positioning
- Customer Experience
- Business Performance Measurement
Explore our media coverage below.
2026
May
Customer Effort Score: A Leading Indicator of Competitive CX – ISBM
Feburary
Operationalizing Customer-Centricity: Moving Beyond the Veneer to Real Value – B2B Marketing Net
2025
December
How to Break the Cycle of Broken Customer-Centric Processes – B2B Marketing Net
November
Drive Efficiency with Attribution and Performance Tools – B2B Marketing Net
September
Six Steps for Building Predictive Models – B2B Marketing Net
August
How Do You Prepare to Enter a New Market? – B2B Marketing Net
July
Professional Communities of Influence are a Winning B2B Growth Strategy – The WOMEN OF POWER Issue of Influence-Magazine
From Insight to Impact: Laura Patterson’s Approach to Helping Businesses Grow by Focusing on Customers – Women’s Journal
The Voice of Governance: Shaping Corporate Boards (pg 204) – Latino Leaders Magazine
May
A Tale of Two Human Needs – Meet Laura
Performance Management: Think Like the C-Suite and Board – Propolis from B2B Marketing
April
Create a Propensity to Purchase Model to Accelerate Growth – Propolis from B2B Marketing
February
Roles vs. Personas: Why Care About the Difference – Propolis from B2B Marketing
January
5 Essential Elements to Develop Your Competitive Growth Strategy – Influence Magazine
How to Retain Website Traffic in a Generative AI World – Applied Marketing Analytics
4 Characteristics of a Good Target Market – Propolis from B2B Marketing
2024
December
7 Steps to Improve Your Strategic Plan– Propolis from B2B Marketing
November
Are You Falling For These 3 Customer-Centricity Myths? – Private Practice Pointers
Make Smart Performance Target Setting for Success – Propolis from B2B Marketing
October
Six Non-Financial Metrics Every Marketer Should Measure – Propolis from B2B Marketing
September
ABM: A powerful strategy based on data-driven insights – Propolis from B2B Marketing
July
Unleashing Customer-Centric Growth: Wisdom Shared by Laura Patterson – Training Unleashed Network
5 Minute Advice for Authors – Twin Flames Studios
June
5QQ to Laura Patterson: Quick Business Insights from Industry Leaders – 5QQ 5 Five Quick Questions
Press Release: VisionEdge Marketings Celebrates 25 Years of Excellence – PR.com, PRLOG.org, PRFREE.org, PressReleasePoint.com, PRWEB.com
April
Marketing Experience on the Board – Being Customer Centric – Private Directors Association
B2B: Balancing the Human Factor with Technology – 4 Hoteliers Advantageous Excellence: A Transformative Journey for BODs and the C-Suite – 4 HoteliersMarch
Beyond Discovery: 8 Steps for Applying Data-Derived Insights – 4 Hoteliers
January
2023
December
How Segmentation Serves as Your Strategic North Star for Growth – 4Hoteliers
Considerations for Designing Your Best Customer Journey Map – 4Hoteliers
November
6 Areas Where the Value Creator Marketing Persona Excels – ISBM
Power of the Pivot: Soaring to New Heights of Growth Amidst Change – 4Hoteliers
5 Takeaways for Effective Marketing from Marketing Performance Management Research – ISBM
Focus On These 4 Capabilities to Thrive – ISBM
October
Customer-Centric Growth: Unlock 7 Success Factors – 4Hoteliers
August
How Chief Growth Officers Drive Growth Through Customer Experience – ISBM
New Horizons: Expanding into New Markets to Grow Your Business – Growgetter
June
Why A Diversification Strategy is Important in Uncertain Times – 4Hoteliers
Successful B2B Leaders Think Strategically. How Do They Do It? – 4Hoteliers
May
How Leaders Can Break Free from Day-to-Day Trench Warfare – 4Hoteliers
Customer Effort Score: A Leading Indicator of Competitive CX – ISBM
How Business Leaders Can Better Leverage Data to Make Informed Decisions – B2B Marketing Zone
April
Marketing Ops and OpEx: Better Together for Competitive Edge – 4Hoteliers
Four Proven B2B Growth Strategies for a Challenging Economy – B2B Marketing Zone
How to Integrate Purpose-Led into Your Growth Strategy – Medhealth Outlook
Two Measures to Unlock the Value of Your Data Analytics Investment – B2B Marketing Zone
March
Scaling a Business: How to Climb to the Summit of Success | What’s Your Edge? – B2B Marketing Zone
February
Better Knowledge Transfer Improves Competitiveness and Growth – 4Hoteliers
How Best-Practice Segmentation Delivers Faster and More Profitable Growth – Gardner Business Media, Inc.
January
Better Knowledge Transfer Improves Competitiveness and Growth – B2B Marketing Zone
Why Every Business Needs a Better Growth Plan – B2B Marketing Zone
Performance Management: Your Powerful GPS For Navigating Growth | What’s Your Edge? – B2B Marketing Zone
13 Marketing Metrics and KPIs to Measure in 2023 – Trade Press Services
2022
December
Patterson named 50 phenomenal brand ambassadors to work with in 2023 – Engati
Guest Appearance on The Backstory on Marketing – ProRelevant
Outcome-Based Budgets vs. Line Item Belt Tightening – Rooted In Revenue
How Outcome-Based Vs. Traditional Sub-Account Budgets Serve Everyone Better – B2B Marketing Zone
Growth: Tea Leaves are Out. Data Insights are In | What’s Your Edge? – B2B Marketing Zone
November
Recession? How to Make the Least Risky Budget Cuts – Ground News and B2B Marketing Zone
Growth Strategies: It’s Best to Have Enough Wood Behind the Arrow – B2B Marketing Zone
October
Laura Patterson Guest Appearance – Born To Talk Radio Show with Marsha Wietecha
How a Stellar Customer Experience is a Competitive Differentiator – Ground News and B2B Marketing Zone
Bad Weather Calls for Piloting Your Business with a Plan, Data, and Processes – B2B Marketing Zone
September
Why Business Transformation Must Start With Process, Not Transformation – B2B Marketing Zone
August
How Rating Scales are Composed and Affect the Quality of Actionable Insights | What’s Your Edge? – B2B Marketing Zone
Why Your Analytics Framework is Incomplete Without Valuable Aha! Insights – B2B Marketing Zone
The culture and leadership style combination that cultivates a best-in-class marketing organization – Applied Marketing Analytics
July
Designing Your Customer Engagement Strategy – Dr. Art Weinstein
To Improve Customer Experence, You Need a Map – CSV2GEO
June
Brand Strategy: It’s All In Your Promise – Dashboard by NIADA
5 Important Steps for Growing Your Business in the Sea of Uncertainty – B2B Marketing Zone
If You Want to Emulate BIC Analytics Mastery, Where Should You Begin? – B2B Marketing Zone
How to Avoid Suboptimal Decisions in Times of Economic Uncertainty – B2B Marketing Zone
April
What Best-in-Class Marketers Do Differently: How to Cultivate Value Creation – Trade Press Services
March
How to Join the Ranks of Best-in-Class Marketing Organizations – Heinz Marketing
February
Why Marketing Needs to Own Demand Generation Right Out of the Gate – Webbiquity
Industry Professionals Share Their 2022 Resolutions – Nimble
January
How Does Qualitative Research Support Captivating Story Creation? – Business 2 Community
Study Reveals Two New Factors Related to Cultivating Best-in-Class Marketing Organizations – PRWeb
How Much Time Do You Spend Thinking About The Future – Bespoke Diaries
Engati names Patterson among 200 most powerful influencers to follow in 2022
2021
December
5 Experts Share Do’s and Don’ts of Being a Leader
3 Website Must-Haves to Achieve Your Business Growth Goals – WEBii
Customer-Centric Message Maps Engage More Customers – 4Hoteliers
November
Make Sure You Have the Hard Skills for the World of AI Marketing – INFOTECH Report
Customer-Centric Metrics Make Your Demand Generation Dollars Go Further – Customer Value in the Now Economy
Customer-Centric Message Maps Engage More Customers – Business 2 Community
4 Downsides of Quick and Easy Customer Growth – Business 2 Community
Ensure Your Innovation Hits It Out of the Park – Business 2 Community
October
How to Make Sure Your Dashboard Passes the Test: One Good Idea – Business 2 Community
Market Validation: The One Step You Can’t Afford to Skip – Business 2 Community
7 Steps to Acquire and Keep Right Fit Customers – Business 2 Community
September
Your Competition Is Gaining Market Share. Are You? – Talented Learning; PostinTrend
How to Lower Your Risk of Entering a New Market: One Good Idea – Business 2 Community
2 Future-Proofing Components to Protect Your Grow – Business 2 Community
August
4 Marketing KPIs That Matter – Gerri Knilans shares VEM’s approach to creating KPIs
Want Your Business to Grow? You Might Need to Break Some Patterns – Business 2 Community
How Much Time Do You Spend Thinking About the Future? – Business 2 Community
July
Process is at the Heart of Operational Excellence – Business 2 Community
CXBuzz interviews Laura Patterson from VisionEdge Marketing on Customer Experience
Market Segmentation: Your Smart Tool to Deliver Growth – TalentedLearning
Patterson earns Engati’s Top 30 Marketing Influencers
VEM’s The Customer DNA Model created in partnership with the SMA Group
Process is at the Heart of Operational Excellence – Business 2 Community
June
Patterson featured in Trade Press Services Upstream and Downstream Marketing
How Frameworks Help Close the Experience Gap and Sustain Business Continuity
Piktale names VisionEdge Marketing’s Patterson among Top 100 Global Influencers.
How My Grandfather’s Fishing Wisdom Applies to Customer Acquisition – Business 2 Community
May
Logic And Math Two Essential Skills For Accountability And How You Use Them – Business 2 Community
How Leaders Can Strengthen Business Performance Through Inside And Outside Focus – Business 2 Community
To Improve Customer Experience You Need a Map – Business 2 Community
Bring a New Product to Market Without Reinventing the Wheel – Business 2 Community
April
How Technology Places CMOs at Risk of Losing Their Strategic Role – Business 2 Community
Your Competitors are Gaining Market Share – How About You? – Business 2 Community
March
Why You Need to Look for the Non-obvious in Your Data – Broadsuite Media Group
Make Sure CTA Measures Are on the Right Place on Your Dashboard – Business 2 Community
February
Does Your Plan Enable You to Seize Growth Opportunities – Business 2 Community
Why You Need to Look for the Non-obvious in Your Data – V3B
A Proven Method for Operational Excellence – Business 2 Community
The Impact of Peer Engagement of the Customer Buying Journey – Broadsuite Media Group
January
Beware of Changing Strategy Just When Your Sails Have Caught the Wind – Business 2 Community
How to Measure Customer Value (And Why It Matters) – Talented Learning
2020
December
Why You Need to Look for The Non-Obvious in Your Data – Business 2 Community
One Good Idea Ep 1 – Business 2 Community
The Value of Investing in Customer Value Management– The Customer
October
How to Move from a LeadGen Machine to an Organic Growth Machine – V3B
How Do You Measure Your WHY? – Business 2 Community
September
To Maximize Your Winning Strategy, Avoid Punting – Business 2 Community
VEM included in Steered By Strategy White Paper Developing and Implementing Outcome-Based Marketing Plans – CUNA Council
VEM included in DemandGen 2020 State of Database Quality and Accuracy Report – DemandGen Report
Fast-Track Your Business: Fundamentals of Customer-centricity, inspiration – DemandGen Report
August
Are You Setting Yourself Up to Be a Commodity? What’s Your Edge? – GardnerWeb
What’s the Greatest Marketing Challenge You Face? – Trade Press Services
Four Pivotal Capabilities for Marketers to Support the Growth Mandate – Applied Marketing Analytics Volume 6 / Number 1 / Summer 2020
June
Bob Thompson includes Laura Patterson in CX ROI: Making the Case to Improve the Buying Experience
How to Know When It’s Time to Make a Strategic Pivot – Business 2 Community
May
The Value of Investing in Customer Value Management – 4Hoteliers
Unlock the Power and Value of Upstream and Downstream Marketing – Business 2 Community
The Value of Investing in Customer Value Management – Art Weinstein
The Value of Investing in Customer Value Management – Business 2 Community
Matt Heinz Sales Pipeline Radio: Q&A With Laura Patterson – CustomerThink
Ezvid names VisionEdge Marketing 1 of 5 Companies to Help Market Your Business
April
Improve Your Ability to Anticipate the Pitch – What’s Your Edge? – B2B Marketing Zone
How to Move From a Leadgen Machine to Organic Growth Machine – Business 2 Community
March
How Your Competitors Can Help You Improve Your Marketing – Business 2 Community
February
How Do You Know When It’s Time to Bring in a Marketing Expert? – Fusion Marketing Partners
January
How to Measure Customer Value – TalentedLearning
Press Release: Fast-Track Your Business Hits The Bookshelves – CisionPRWeb, MartechSeries
2019
November
The Differences Between and Benefits of Scorecards and Dashboards – B2Community
Why You Want to Keep Your Data Models Fresh – V3B
How to Use Alignment to Calibrate Your Marketing – B2Community
October
How to Single Out the Signal from the Noise on Your Dashboard – B2Community
How to Avoid Falling Prey to Shiny Marketing Objects – Podcast with Marketing Results Club
Data and Dashboards and Decisions – Oh My! – Talented Learning
Why Does Good Strategy Matter to the Bottom Line? – Fusion Marketing Partners
Why You Need to Start with Why as You Develop Your Marketing Plan – B2Community
September
Failing at Customer-Centric Marketing: It’s All in the Journey – 4 Hoteliers
How Using Data and Analytics Helps Keep Customers – Marketing Results Club
If You Aspire to Excellence Focus on Process – B2Community
VEM quoted in Forrester report Make Customer Lifetime Value Your Polaris For Long-Term Growth
August
Improve Customer Experience With Scenario Analysis – MarketingLand
Patterson Interview with OWOX on the State of Marketing Analytics
How to Avoid Failing at Customer-Centric Marketing: It’s All in the Journey – Business 2 Community
Interview with Marketing expert, Laura Patterson, by Derek Little – Trailblazer Writing
July
Customer Engagement Metrics: What Marketers Can Teach Learning Pros – Talented Learning
How to Architect Your Actionable Marketing Dashboard – 4Hoteliers
June
Press Release: VisionEdge Marketing Celebrates 20th Year – Cision PRweb, Community Impact
May
Are There Magic Marketing Metrics in the The Engagement Economy – V3B
Is a Land Grab the Right Growth Strategy for You?– Business 2 Community
How to Report on the Value Marketing Generates – V3B
How to Make What You’re Counting in Marketing Count – Business 2 Community
VisionEdge Marketing president shares expertise on The Top 4 Market Research Challenges with Trade Press Services
April
Installed Technology but Haven’t Seen Improved Lead Management? Here’s What to Do! – Sales Lead Management
Why Marketing Should Always Be Spelled with a Capital ‘M’– 4Hoteliers
March
Make Your Marketing & Sales Playbook a Powerful Alignment Tool – The Marketing Scope
Why a Data-Driven Marketing Culture Needs To Be at the Top of Your List – The Marketing Scope
When You Need Research to Be in the Know and How To Do It – Fusion Marketing Partners
Make Your Marketing & Sales Playbook a Powerful Alignment Tool– V3B Marketing
Is This Purchase In Your Future? – DMNews
February
Why a Data Driven Marketing Culture Needs to be at the Top of Your List– 4Hoteliers
How to Ensure Analytics and Martech are Relevant to the Business – Henry Stewart Publications
How to Ensure ‘Customer Success’ Isn’t Just Another Overused Term– 4Hoteliers
Why a Data-Driven Culture for Marketing Needs To Be At The Top of Your List– V3B Marketing
January
Score Big with a Marketing Measurement Playbook – If You Market They Will Come
Make Your Marketing Indispensable – 4Hoteliers
Engage More Customers with the Best Parts of ABM and Customer Journey Mapping – If You Market They Will Come
2018
December
Why Your Marketing & Sales Playbook is a Powerful Alignment Tool – If You Market They Will Come
Make Your Marketing and Sales Playbook a Powerful Alignment Tool – B2C Community
How to Make Marketing Indispensable – If You Market They Will Come
November
How to Use Attribution Models to Decipher the Right Mix – B2Community
Ensuring the Successful Integration of Technology and Marketing – If You Market They Will Come
The Evolving Role of Marketing Ops – Fusion Marketing Partners
How to Use Your Marketing Analytics Smartly – MarketingProfs
How to Use Intelligence to Outsmart Your Competitors – If You Market They Will Come
How to Eliminate the Breakpoints Improve Customer Experience – B2C Community
How to Navigate the Winding Road of Accountability – 4Hoteliers
October
The Evolving Role of Marketing Operations – Fusion Marketing Partners
How to Organize a Stand-Out Planning Session – If You Market They Will Come
How to Organize a Stand-Out Planning Session – Business2Community
Ensuring the Successful Integration of Technology and Marketing – Business2Community
Make and Build a Business That Solves a Problem – Business2Community
September
How to Use Product-Market Fit to Drive Business Growth – MarketingProfs
Quality of Service Starts Before Day One – CEO Refresher
VEM included in Forrester’s Master the Mechanics of Analytics
August
Press Release: Patent Issued for VEM’s Accelance® Methodology
Why Even a Little Data Matters (And What to do About It) – GardnerWeb
Marketing Operations: 3 Must-Have Best Practices For the Rising Stars of Marketing – MarTech Advisor
Why You Need to Stop Trying to Align Marketing and Sales – SLMA
What Does Marketing Do in a Goldilocks Economy? – IndustryWeek
How Scenarios Will Improve Your Customer Experience – CEO Refresher
July
Three Proven Practices to Overcome MarTech Failure – HospitalityNet
Today’s Metrics Fail to Connect Marketing to Growth – FusionMarketing
June
When The Customer is The Focus, Sales and Marketing Fall into Line – SLMA
Three Pivotal Steps to Follow When Developing a Marketing Campaign – Nimble
How to Measure Your Risk of Customer Defection – CEO Refresher
3 Metrics to Help You Thrive in The Age of The Customer – CustomerThink
May
How Marketers Must Adapt to the New Era of Customer Engagement, and Measure Success – CustomerThink
Why and How Marketing Should Lead the Innovation Process – CEO Refresher
Marketing Optimization Modeling 101 – Nimble
What it Means to Be Effective at Marketing – Integrated Marketing Association
The Winning Combination for Sales and Marketing Alignment – Hargreaves Sales Alignment Mini-Webinar Series
Is Your Marketing Up to the Task of the Primary Directive of Growth? – Fusion Marketing
Making the Most Out of Your Investments in Marketing Technology – Business2Community
How to Measure Touchpoint Effectiveness: Six Steps to Better Customer Experiences – MarketingProfs
Getting to the Root Cause of a Poor Customer Experience – IndustryWeek
How to Use Customer Insights to Spur Growth – HospitalityNet, YourThailand.net
Laura Patterson Joins SLMA Radio as a Host – eTradeWire
April
Be Fanatical About Service Quality (And Why It Matters) – V3B
What Happens When You Shift Your Focus From Financial to Performance Management? – CEO Refresher
Laura Patterson selected as one of the 20 Women to Watch in Business – Sales Lead Management Association
How to Save a Year of Research for Your Account-Based Marketing – YourThailand.Net
Never Again Get Blindsided by a Comparison to Your Competitors – Entrepreneur
Need More Organic Growth? Focus on Upstream Marketing – Nimble
March
How to Successfully Bring New Products to Market – IndustryWeek
What is the Expected ROI for Your Marketing Plan? And How to Do It – HospitalityNet
Why Customer Needs to Be at the Start of the CMO Job Description – CEO Refresher
Achieve Marketing Excellence through Benchmarking – Admap
Which Metrics are Best For Your Marketing Organization? – Nimble
How to Use Data to Reveal Your Brightest Star Customers – MarketingProfs
Want More Customers? Get Quality Referrals from Existing Customers – Entrepreneur
Laura Patterson Quoted in: Benchmarking can boost results – WARC
February
Laura Patterson Quoted in: The Clear and Complete Guide to ABM Analytics – Engagio
Centers of Excellence: A Fad…or a Path to the Future? – Nimble
No Doubt You’re Busy, But Are You Productive? – CEO Refresher
How to Best Select Segments to Support Organic Growth – Sales Lead Management Association
Revenue Tip: You Can Get Big Insights from Little Data – Rooted in Revenue
ABM Analytics Expert Q&A with Laura Patterson, President at VisionEdge Marketing – Engagio, Business 2 Community
VEM’s Patterson Selected as one of The Top Marketing Operations Leaders You Should Know – Engagio
January
Should You Use A.I. in Your Marketing? (Part One) – HotelTechReport
Laura Patterson Quoted in: New Budget Reality: B2B Marketers Look At Alignment Of Strategy And Spend In 2018 – Demand Gen Report
How to Make Good Business Decisions – Nimble
There’s More than Cash on the Line with New Marketing Technology – CEO Refresher
The 5 Things Best in Class Marketers Do Better Than Their Peers – B2B Growth Show, Blog
How to Save a Year of Research for Your Account-Based Marketing – 4Hoteliers
2017
December
Why Does Good Strategy Matter to the Bottom Line? – HospitalityNet, Business 2 Community
November
Are You Ready to Make the Shift to A.I.? (Part Two) – HospitalityNet, YourThailand
Organic Growth: Why is Matters and How to Fuel Its Segmentation – CEO Refresher
Want Higher Growth? Revisit Your Marketing Structure First – Integrated Marketing Association
How to Better Utilize Data and Analytics – HospitalityNet, 4Hoteliers
How to Choose the Best Marketing Channel – Nimble
When Is It Time To Embark On Repositioning? – HospitalityNet
Marketing performance management: How best-in-class marketing organisations prove marketing’s value – Applied Marketing Analytics, Volume 3
A Blueprint for Your Business | A Podcast That Builds – Dodge Data and Analytics
October
No Growth Strategy Without Culture: Achieving Growth Through Operational Excellence – BTOES
Don’t Fall Victim to the Tempting Allure of Shiny “Toys” – Nimble
Elephant Test Podcast: Laura Patterson, Marketing Performance Management- Elephant Test sponsored by Mountain Top Data
Laura Patterson Quoted in: How Marketing Ops Can Deliver Value to the C-Suite – MarTech Today
Why Revenue-Oriented Processes Matter (And How to Get Started) – CEO Refresher
How to Develop a Strategic Outcome-Based Marketing Plan – Integrated Marketing Association
Four Essential Success Factors for Transforming Marketing Into a Center of Excellence – Marketing Profs, Marketing Buzzer
How to Prospect for Gold in the Wild West of Customer Data – CDP Institute
Should You Use A.I. in Your Marketing? (Part One) – HospitalityNet, 4Hoteliers
Are You Ready to Make the Shift to A.I.? (Part Two) – 4Hoteliers
How to Choose the Best Marketing Channel – Nimble
September
Why Marketing Needs to be in the Room and at the Table – CEO Refresher
Be Fanatical About Service Quality (and Why It Matters) – HospitalityNet
How Valuable is Creating Customer Value? – Nimble
How to Improve Your Research ROI: Six Best-Practices – MarketingProfs
Five Critical Steps To Ensuring Finance’s Support Of Your Budget – HospitalityNet
Marketing Technology Can’t Fix a Flawed Process– MarTech Today
How to Ensure Marketing is on the Priority List Instead of the Watch List – The Marketing Scope
The Marketing Ops Audit: Why it Matters and How to Do It Well – Business 2 Community , Fusion Marketing Partners, HospitalityNet
Laura Patterson, MPM Authority and VisionEdge Marketing’s President Quoted in Forbes “If Analytics Improve ROI, Why Don’t Marketers Make the Commitment?“
Laura Patterson Q&A with Allocadia- Why Every Marketer Should Celebrate MPM Excellence: Q&A with an Industry Pioneer
August
Are You Rich in Activity Metrics but Poor in Improving Value? – Integrated Marketing Association
The Bottom Line: Action is at the Heart of Marketing’s Productivity – Business 2 Community, Fusion Marketing Partners
How to Go Integrated in a Specialty Marketing World – Nimble
Is Your Marketing Dashboard Out to Get You? – HSyndicate, Hospitality.Net, PineappleSearch, Synergy Capital, Business 2 Community
How to Avoid the Trap of Fake Marketing ROI – Integrated Marketing Association
How To Tell If Your Marketing Is Optimized For Performance – Hospitality.Net
How to Ensure Marketing is on the Priority List Instead of the Watch List– Integrated Marketing Association
How to Fulfill Marketing’s Fundamental Mission of Value Creation – The Marketing Scope
July
How to Gain Insights Designed to Accelerate Growth – Fusion Marketing Partners
Action is at the Heart of Marketing’s Productivity – Hospitality.Net
How to Harmonize the Voices of the CMO and CFO – The CEO Refresher
June
There Can Be No Growth Strategy Without a Culture for Growth – The CEO Refresher
How to Fulfill Marketing’s Fundamental Mission of Value Creation – HSyndicate
2017 Marketing Performance Benchmarks and Trends [Infographic] – MarketingProfs
Coverage: Pressure Builds on Marketers to Measure Performance and Impact – MarketingCharts
How to Soar Higher With Marketing Ops – Brand Quarterly
Coverage: Cracking the Code on Marketing Performance Management – B2B Marketing Directions
How to Cook Up Your Best Marketing Performance – V3B
May
Coverage: Why Marketing Leaders Must Connect the Dots – Customer ThinkAre You Rich in Activity Metrics but Poor in Prove Value – Business2Community
How to Employee a Marketing Caddie to Crush the Competition – Nimble
Coverage: 7 experts give their Advice on Strategic Marketing Planning – Allocadia
Press Release: 16th Annual MPM Benchmark Study Released Findings Reveal Recipe Used by Best-in-Class Organizations.
Press Release: 16th Annual MPM Benchmark Study Released Findings Reveal Recipe Used by Best-in-Class Organizations – PR Web
Are You Rich in Activity Metrics but Poor in Proving Value? – 4Hoteliers
Who Cares About Marketing ROI? – 4Hoteliers
Centers of Excellence: How to Drive Your Marketing Performance Past the Norm – Business2Community
Is Your Brand Momentum Big Enough to Spur Growth? – V3m Broadsuite
The Top Metrics Categories Every Marketing Leader Can Exploit – V3M Broadsuite
In Marketing, Like Golf, You Need to Use Each Club for its Purpose – The CEO Refresher
How you Network Your Way to Marketing Expertise – Nimble
Why Invest in a Coach for Your Marketing – 4Hoteliers
April
How You Can Conquer Better Performance with Marketing Ops – Integrated Marketing Association
Who Cares About ROI What You Really Want To Know Is How Effective You Are – Hysndicate
Is Your Brand Momentum Big Enough to Spur Growth? – Integrated Marketing Association
The Top Metrics Categories Every Marketing Leader Can Exploit – Integrated Marketing Association
How to Learn From a Marketing Campaign That Strikes Out – Nimble
March
Why Invest in a Coach for Your Marketing – CEORefresher
How To Soar Higher With Marketing Ops – BrandQuarterly
How Marketers can Demonstrate Value to the C-Suite – CMO Council, PeerSphere
How the Right Marketing Planning Process Saves you Time and Improves Results – Gardner Media
How to Grasp the Elusive Marketing and Sales Alignment – Fusion Marketing Partners
Increase the Value of Marketing by Comparing it to its Peers – Hsyndicate
How to Employ the Practice of Benchmarking for Best Practices – Nimble
Five Ways to Compete Against Low Cost Competitors – 4Hoteliers
Marketing Activity Metrics Means Little: Here’s How to Really Prove Marketing’s Value – Marketing Profs
February
Focus on Revenue is Not New Marketing Thinking – 4Hoteliers
Create a Marketing Center of Excellence to Increase the Bottom Line – Business2Community
Is it Time to Re-design your Marketing Dashboard? – CEO Refresher
Make the Magic of Your Martech More than an Illusion – Nimble
Focus on Revenue is Not New Marketing Thinking – HospitalityNet
January
The 10 Most Fascinating People in B-to-B Marketing From 2016
3 Elements Of Successful Change Management – Hsyndicate
Five Ways to Compete Against Low-Price Competitors – MarketingProfs
How to Make Sure your Strategy Takes Hold – CEO Refresher
Unlock the Power of a Marketing Dashboard – 4Hoteliers
How to Use Analysis to Craft Your Marketing Strategy – Nimble
Best the Competition with a Compelling Value Proposition – Business2Community
Five Proven Practices For Customer Experience Mapping – HospitalityNet
Easy Ways to Start with the Right Marketing Metrics – Business2Community
What Type Of Customer Experience Do You Deliver? – HospitalityNet
2016
December
Assess & Measure Competitiveness to Stay Strong – HospitalityNet
How to Use Scenarios to Achieve Marketing Agility – MarketingProfs
November
Best The Competition With A Compelling Value Proposition – HospitalityNet, 4Hoteliers
Brand Quarterly’s 50 over 50 once again include’s VEM’s Patterson – Brand Quarterly
Going Agile: Improve Your Marketing Performance and Productivity – Nimble
October
Change is Hard, So How do You Make it Easier? – CEO Refresher
How to Operationalize Your Customer Journey Map – MarketingProfs
From Being in Love with Your Data to a Lasting Relationship – Nimble
Customer Journey Mapping: The Road to Relationships – Inspired Momentum, Direct+, Engage, Creativ3
Transform Marketing From Enabler To Value Creator In 10 Steps – Brand Quaterly
September
Marketing Proficiency: A Golf Metaphor – MarketingProfs
Your Marketing Forecast: Now, New, and Next – Nimble
4 Proven Processes for Measuring Tradeshow ROI – BoardRoom Events Blog
How to Organize Your Teams and KPIs to Achieve Growth Targets – CEO Refresher
August
Marketing Can Be More Than A Cost Center – Research Brief
Marketing Needs You, The CEO, To Be Their Champion – CEO Refresher
Data and Analytics: Three Key Steps to Successful Business Decisions – MarketingProfs
Interview with Laura Patterson, Co-Founder and President of VisionEdge Marketing – Business 2 Community
Winning on the Customer-Centricity Stage – Nimble
July
eMetrics Summit Interview Series: Laura Patterson at VisionEdge Marketing – eMetrics Blog
Driving Marketing Excellence | Virtual Roundtable – BoardRoom Events
Want More of the Resources? Improve Marketing Accountability – Fusion Marketing Partners
What It Takes To Get Ahead In Your Marketing Career – Target Marketing
June
Management Performance Management Leadership: Interview with Laura Patterson – Black Ink ROI
2016 MPM Study Infographic – MarketingProfs
Reverse Your Value Chain To Be More Customer-Centric – CEO Refresher
Why You Need to Know What You Need to Know – Nimble
May
Secure Your CEO as a Marketing Champion – MarketingProfs
Thought Leadership Conversation – Digital Analytics Association
Change and Marketing are at the Heart of Entrepreneurship – Influencer Radio
Why Bother With Marketing Excellence When You have Good Enough? – CEO Refresher
Competing Interests: Customers vs. Wall Street – AMA
April
Best in Class Marketing: How to become a Business Value Creator – B2B News Network
Want to Do the Right Things Right? Marketing Ops Can Help You – Nimble
So, What Can a Good Marketing Dashboard Do for You? – Response Capture
Don’t Fall in the Trap; Count Customers, Not Revenue – 4Hoteliers
Has the ground shifted under top performing marketers’ feet? – PRWeb
S.W.E.A.T. to Gain Greater Results from Your Marketing – CEO Refresher
How to Create a Marketing Measurement Playbook to Select and Measure the Right Metrics – MarketingProfs
Your Marketing Plan Is Dead. Here’s How to Revive It – Nimble
March
Marketing Analytics: The Gateway to Revenue Growth – CEO Refresher
Avoid a Zero-Based Budget by Driving Growth as a Marketing Center of Excellence – MarketingProfs
Why and How to get an “A” in Business Acumen – Nimble
February
Enable Your CMOs to Get Their Game On – CEO Refresher
How Marketers Can Earn Better Grades From The C-Suite – Chiefmartec
Fortify Your Marketing Center of Excellence with Process and Technology – Nimble
January 2016
Go DIY or Call in an Expert: How to Choose – MarketingProfs
Short Changing Marketing Short Circuits Your Success – CEO Refresher
How to Construct Meaningful Customer Journey Maps – Nimble
2015
Women in Tech Entrepreneurship – Steve Guengerich
December
How Best-in-Class Marketers Serve As Value Generators – Journal of Creating Value
November
How to Convince Your CEO that Skimping on Marketing Talent is NO Bargain – MarketingProfs
Make Your Marketing and Company Faster, Stronger and More Agile – CEO Refresher
VEM’s Patterson among Brand Quarterly’s 50 Marketing Leaders Over 50 – Brand Quarterly
Service Provider or Value Creator: Escape the Classic Marketing Catch 22 – Nimble
October
Connect Your Content to the Customer Journey – FWD:B2B
How to Apply the ‘Golden Circle’ to Your Marketing and Performance Measurement – MarketingProfs
VisionEdge Marketing and Hive9 Partner on Improving the Impact of B2B Marketing
Improve Marketing Performance: How to Choose the Metrics That Matter – The CEO Refresher
The Win/Loss Analysis: It’s How You Play the Game – Nimble
September
Fix the Brittle Customer Relationships Affecting Your Bottom Line – MarketingProfs
How to Avoid Outkicking Your Coverage and Score Big with Your Marketing Initiative – Nimble
Marketing Effectiveness and Accountability: It Can’t Happen Without You – The CEO Refresher
August
How Marketing Works: Why It Should be a Center of Excellence – PeerSphere/Marketing Magnified
Building a Marketing Technology Ecosystem that Creates Value – MarketingProfs
Leverage Three KPI Categories from the World of Sports to Improve Marketing Performance – The Wise Marketer
Five Fundamental Steps Every CEO Can Employ to Optimize Marketing’s Value – The CEO Refresher
The Interplay Between Buyer Journey Mapping and Account-Based Marketing – Nimble
July
Modify Your Language to Gain Credibility, Influence, and Relevance With the C-Suite – MarketingProfs
How to Use Data to Create Engaging and Appealing Narratives – 7WData
Seven Steps Marketers Can Take to Foster a Data-Driven Culture – Nimble
Five Steps to Making Your Marketing Dashboard Actionable – The CEO Refresher
Six Questions to Improve the Timing of Your Content – Online Super Ninja
Achieve Credibility and Influence With Marketing Performance Measurement – Brand Quarterly
The Secret Sauce for Crafting Your Marketing KPI’s – JAMSO Value Smarter
Five Ways to Connect Loyalty to Business Results – The Wise Marketer
June
How to Harness the Value of Strategic Speed with Alignment and Analytics – MarketingProfs
Data-On-Boarding: Incorporating Offline Data in the Online World to Provide a Holistic View of Your Customer – 4Hoteliers
How to Create Personas that Solve Strategic Business Problems – 4Hoteliers
Improving Customer Loyalty with Relationship Marketing – The Wise Marketer
The Chicken and the Egg: Put Accountability Before Automation – CEO Refresher
Measuring the Value of Market and Customer Intelligence – Nimble
May
Customer Experience: What we Can Learn From Going to Camp – Nimble
What “A” Marketers Do Well: How to Measure Customer Vulnerability – 4Hoteliers
Customer Engagement and Loyalty: Two Leading Indicators for Brand Equity – 4Hoteliers
Diving Into Change: Take Your Influence and Credibility to the High Board – MarketingProfs
Press Release: Are Marketers Measuring Their Business Value? – eMetrics
Three KPI Categories Your Marketing Organization Should Adopt – The CEO Refresher
The Strong Keep Getting Stronger – 4Hoteliers
April
Infographic: Marketers: Here’s How to Answer the “What Have You Done for Me Lately?” Question – MarketingProfs
Press Release: Best-In-Class Marketers Widen the Performance Gap – PRWeb
Press Release: Best-In-Class Marketers Widen the Performance Gap – PRLog
Press Release: Best-In-Class Marketers Widen the Performance Gap
Analytics and Metrics: Related but Not the Same – MarketingProfs
Five Important Stops Along the Road from Metrics to Accountability – Nimble
How Best-In-Class Marketers Use Alignment and Accountability for Value Creation – Applied Marketing Analytics Journal
Using Segmentation to Fuel Organic Growth – Nimble
Why You Need a Customer Engagement Metric – The CEO Refresher
March
Press Release: BrightTALK Announces the Digital Marketing Analytics Summit – BrightTalk
Creating Content is a Waste of Time – Until You Have Mapped the Buyer Journey (Part 3: Match and Mix Content, Channel and Lifecycle) – CMO Essentials
Why Your Marketing Organization Should Include a Marketing Ops Function – CEO Refresher
Are You too Busy Chopping Wood to Sharpen Your Ax? – MarketingProfs
Creating Content is a Waste of Time – Until You Have Mapped the Buyer Journey (Part 2: Map the Customer Buying Journey) – CMO Essentials
What’s In a Name? Why the CMO Should Lobby for the CVO Title – Nimble
Creating Content is a Waste of Time – Until You Have Mapped the Buyer Journey (Part 1: Define the Buying Journey) – CEO Essentials
February
Three Steps to Take the Mystery Out of Measuring Marketing – CEO Refresher
Five Key Metrics You Need to Create a Customer-Centric Company – MarketingProfs
Marketers: Gain Greater Credibility With The CFO – Brand Quarterly
7 Ways to Make Marketing More Valuable: Why “Valued” is NOT Enough – Nimble
January
The Balancing Act: Short-Term Objectives and Long Term Performance – 4Hoteliers
Four Factors to Consider When Creating a Market Research Function – 4Hoteliers
The Core Components for Effective Storytelling and Relationship Marketing – Nimble
How to Achieve “No Excuses Marketing” in 2015 – 4Hoteliers
2014
December
How to Achieve “No Excuses Marketing” in 2015 – Nimble
Using Value and Fit for Customer Segmentation – 4Hoteliers
November
Best-in-Class Marketers Serve As Value Creators – PeerSphere CMO Council
Why Your Data Scientists Need to Be Storytellers, and How to Get Them There – MarketingProfs
How to Achieve the Right Blend of Art and Science for Marketing – CMO Essentials
Save Your Marketing Budget from the Chopping Block – Nimble
October
Marketing Accountability Before Automation: A Horse and Cart Metaphor – MarketingProfs
4 Habits That Make Marketers Stand Out – SpotOnVision
Four Best Practices for Improving Customer Experience – Nimble
New Technologies Enable Next Generation Dashboards – 4Hoteliers
September
Why You Can’t Buy Marketing Leadership on Craigslist – NimbleAmplifying Your Marketing Doesn’t Mean Customers Hear You – Nimble
Marketing Dashboards – In-Depth Guide – BlackInk
August
Marketing Ops Is Now a Must-Have: The Six A’s of Marketing Performance Management – MarketingProfs
Technology Roadmap: Facilitate Success with Marketing Technology – Peer Sphere
July
What You Should Measure in Your Marketing and Why– MarketingProfs
One Touch, Two Touch, First Touch, Last Touch: The Attribution and Impact of Content on Customer Behavior– Nimble Blog
Synching Content with the Customer Buying Process– Nimble Blog
How to Create Powerful Personas with Corporate-Wide Impact– Nimble Blog
Execs to Marketers: Show Me the Metrics – eMarketer
June
Only 1 in 4 Marketers Can Prove Their Impact on Business- MarketingCharts
What Separates ‘A’ Marketers from the Rest of the Pack? [Infographic]– MarketingProfs
Infographic: The Link Between Marketing Performance Management & Value Creation
May
Improve Success By Adopting These Three KPI Categories– MarketingProfs
Measuring the Payoff for Customer Loyalty- Business2Community
When to Seek a Marketing Specialist– Nimble Blog
April
5 Approaches for Making Sense of the Data Kaleidoscope- OMI Blog
How Can You Improve Your Marketing Performance?– Forward Metrics
Three Elements of Successful Change Management– MarketingProfs
Alignment: A Vital Step in Improving Marketing Performance– Explore B2B
How Do You Stack Up Against the Best-in-Class?– Business2Community
March
VEM’s Patterson selected among Top 20 Women in Sales Lead Management
Six C’s of a Customer-Centric Marketing & Sales Pipeline- Business2Community
How to Get to the Heart of Customer Experience – MarketingProfs
Five Approaches for Making Sense of the Data Kaleidoscope – 4Hoteliers
Bringing Intelligence to Content – MediaPost
Three Requirements for CMO Longevity- Business2Community
Marketing Operations: Pit Crew or Service Station? – 4Hoteliers
February
Four Marketing Performance Management Resolutions for 2014- 4Hoteliers
Four Steps to Ensuring Your Strategy Achieves Results- Business2Community
Five Approaches for Making Sense of the Data Kaleidoscope- MarketingProfs
What Sets Best-in-Class Marketers Apart?- Business2Community
January
How to Take Back the Reins- Business2Community
Translate Data into Business Value with These Four Tips- 4Hoteliers
Linking Engagement to Profitability- 4Hoteliers
Four Marketing Performance Management Resolutions for 2014- MarketingProfs
A Bigger Megaphone Doesn’t Mean Better Marketing- Business2Community
2013
December
Key Steps for Creating a Performance Driven Marketing Organization- 4Hoteliers
Marketing Technology: A Key Asset for Success- Business2Community
November
Using Metrics to Bridge Marketing and Finance- Business2Community
Are the Marketing Professors Playing Hooky?- HubSpot Inbound Hub
Bridging Marketing & Finance: Don’t Get Lost in Translation- MarketingProfs
October
From Drab to Fab: Marketing Plan Crash- MediaPost (Marketing Daily)
How to Take Back the Reins- MediaPost (Marketing Daily)
September
1-800 Marketing: Transitioning from Service Provider to Value Generator- MarketingProfs
Creating a Change Agent Culture in Marketing- 4Hoteliers
August
Marketing Operations: Pit Crew or Service Station?- MarketingProfs
5 Ways to Turn Big Data and Insight into Action- Online Marketing Insights
6 Best Practices for Opportunity Management- 4Hoteliers
Writing a Killer Sales Playbook- Nimble Blog
July
Making Marketing Relevant to the Business (Infographic)- MarketingProfs
Bigger Megaphone Does Not Mean Better Marketing- 4Hoteliers
6 Best Practices for Opportunity Management-Global CMO
June
Demystifying Marketing Metrics-Asian eMarketing
A Bigger Megaphone Doesn’t Mean Better Marketing-MediaPost
Bridging Finance and Marketing Using Metrics- Asian eMarketing
Staking Your Category Claim-4Hoteliers
More Data Does Not Equal Better Insights-Marketing Profs
Does Your Marketing Dashboard Pass These Three Tests?- Asian eMarketing (MediaBuzz)
Data Chains Facilitate Marketing Performance Management-Asian eMarketing(MediaBuzz)
How to Improve Performance Measurement in Four Step- MarketingProfs
May
Survey Finds Marketers are Operationally Proficient but Strategically Stalled– 4Hoteliers
Three Requirements for CMO Longevity- 4Hoteliers
Bridging Marketing and Finance Using Metrics- 4Hoteliers
Staking Your Category Claim- Marketing Daily(MediaPost)
Four Steps to Ensuring Your Strategy Achieves Results– MarketingProfs
April
The Art of Controllership-MediaPost
Just Add Data: Some Assembly Required-4Hoteliers
Connect Customer Experience, Convenience, and Differentiation to Business Results- MarketingProfs
March
Managing Marketing Content Across the Customer Lifecycle- MarketingProfs
Three Attributes to Extend Your CMO Longevity- MediaPost
February
Think Like the Competition-MediaPost
The Blurring Line between Marketing Analyst and Marketing Strategist-WordPress
January 2013
Power-Up Your Marketing to Prove Business Value – MarketingProfs
Back to Our Roots – MediaPost
2012
November
A Three-Step Approach to Linking Content and Behavior: Measuring Relevancy – MarketingProfs
Improve Your Marketing Performance – MediaPost
Using Big Data to Support Managing Marketing Performance – 4Hoteliers
Using Attribution to Understand Content Impact on Customer Behavior – 4Hoteliers
October
B2B Seller, Wake Up! Adopt Buyer Experience Management, or Get a Pink Slip from Customer 2.0 – Customer Think
Putting the Multi into Channel Markets – 4Hoteliers
The Six A’s of Marketing Performance Management – MarketingProfs
Using Big Data to Support Managing Marketing Performance – 4Hoteliers
September
Don’t Play Politics with Your Planning – MediaPost
July
Measuring Sponsorship Effectiveness – 4Hoteliers
How to Transform Marketing Into a Center of Excellence- MarketingProfs
Transforming Your Business with Voice-of-Customer- MediaPost
June
Linking Engagement to Profitability- 4Hoteliers
How to Improve Performance Measurement in Four Steps- Marketing Profs
Performance Management for Marketers- MediaPost
May 2012
Driving Revenue: Working the Numbers- MediaPost
Follow 3 Steps to Identify Your Campaign Goals and Measure Their Outcomes– MarketingProfs
March
Two Key Building Blocks for Creating a Marketing Dashboard- MarketingProfs
Alignment: Key to Marketing Performance- MediaPost
How to Create an Actionable Marketing Dashboard (and Why You Need One)- MarketingProfs
February
Five Steps for Creating a Viable Marketing Dashboard- Eloqua
Analytics: The Essential Ace in Every Hand- MediaPost
January
Three Keys to Accelerating Marketing Measurement and a Fact-Based Culture-MarketingProfs
Use Big Data to Support Performance Management-MediaPost
Marketers Must Focus On Outcome, Not Output, Metrics – Chief Marketer
2011
November
Delivering On the Promise of Marketing Automation-MarketingProfs
Get Your Marketing Analytics Game On-MediaPost Publications
Marketing Performance Excellence: What Sets Best-in-Class Marketers Apart- 4Hoteliers
October
A Focus on Revenue Is Not New Marketing Thinking – 4Hoteliers
The Six C’s of a Customer-Centric Marketing and Sales Pipeline – MarketingProfs
From Managing Metrics To Managing Performance – 4Hoteliers
September
Modeling and Optimizing Your Marketing Mix – MediaPost
Analytics and Marketing Operations: A One-Two Punch for Growth – MarketingProfs
August
Planning Isn’t Free: What Marketers Can Learn from HGTV – MarketingProfs
July
Improve Market Strategy By Thinking “Outside In” – 4Hoteliers
Measuring the Pay-off for Customer Loyalty – MediaPost
June
Lay Of The Land: Creating Ecosystem Maps – MediaPost
Beware of Shiny Marketing Toys – MarketingProfs
Need to Engage and Connect With Prospects and Customers? Marketing Automation to the Rescue (Maybe) – MarketingProfs
May
Anybody Can Be A Marketer – 4Hoteliers
The Price of Chasing the Next Shiny Toy – MarketingProfs
Do You Have What It Takes To Earn An A? – MediaPost
April
Grow the Bottom Line with Voice of the Customer Research – MarketingProfs
Anybody Can Be A Marketer – 4Hoteliers
Are The Professors Playing Hooky? – MediaPost
March
Marketing Accountability- Marketing: More than Just a Pretty Face – MediaPost
How Vulnerable Are You To Customer Defection – MarketingProfs
3 Key Ways To Measure Social Marketing ROI – MediaPost
February
KPIs Provide Insight to Influence Success and Strategy – MarketingProfs
From Managing Metrics to Managing Performance- MediaPost
January
Five Steps to Improve Your Marketing Accountability – Customer Think
Resolve to Make Marketing Count in 2011 – MediaPost
Five Marketing Accountability Resolutions for 2011 – MarketingProfs
November
Outside-In Thinking Improves Strategy – MediaPost
Six Best Practices to Improve Sales and Marketing Alignment –MarketingProfs
October
Using the Customer Buying Process – MediaPost
Improve Sales and Marketing Alignment to Accelerate Revenue –CEO Refresher
Five Best Practices for Sales Enablement –NPost
September
4 Steps to Improve the Value of Marketing – MediaPost
Marketing Strategy, Wherefore Art Thou? – MediaPost
Three Critical Steps for Securing Your Marketing Budget – MarketingProfs
August
Marketing’s Missing Link – MarketingProfs
July 2010
Three Key Investments for Improving Marketing Effectiveness and Accountability – MarketingProfs
Bridging the Gap: Astronauts,Fighter Pilots, and Air Traffic Controllers Needed – SMM
6 Ways To Engineer A Customer-Buying Pipeline – MediaPost
June
When Brand Relevance is a Relevant Metric – MediaPost
Be a Better Event Organizer – MediaPost
May
Establishing Key Metrics for Measuring the Value of Loyal Customers | Part 2 – Loyalty Management
The Three P’s of Marketing Operations – MarketingProfs
Measuring Beyond the Lead – MediaPost
Moving to Measuring Performance – MediaPost
April
The Nine Most Common Data Mining Techniques Used in Predictive Analytics – MarketingProfs
Bridging the Gap: Winning the Marketing Budget Battle – 4Hoteliers
The World of Cross – Channel Analytics – MediaPost
March
Leveraging Actionable Customer Data for Revenue Growth – Everything Technology Marketing
Anatomy of a Measurable Marketing Budget: Acquisition, Retention, and Value Growth – 4Hoteliers
Comments Can Be a Key to Engagement – MediaPost
2009
December
Embracing Cross-Channel Analytics to Create a Competitive Advantage – MarketingProfs
Put an End to Flying Blind: A Ten-Step Process for Creating a Go-to-Market Tactical Plan – CEO Refresher
November
For Whom the Bell Tolls: The CMO – 4Hoteliers
Marketing: Beware of ‘Outkicking The Coverage’ (updated) – MarketingProfs
September
Setting Performance Targets: The Ins and Outs in 10 Steps – MarketingProfs
Quality Marketing Metrics Enable Marketing’s Opportunity to Impact Strategic Direction – 4Hoteliers
August
Measuring the Value of Social Marketing and Media – 4Hoteliers
nPost adds VisionEdge Marketing as Regular Contributor to Entrepreneurial Blog – PRweb
Four Customer-Centricity Best Practices and Three Customer-Value Metrics For Customer-Relationship Success – MarketingProfs
July
Getting the Biggest Bank for Your Social Media Buck – Chief Marketer
June
VisionEdge Marketing celebrates its ten year anniversary with ten hours of free access to its searchable TIPS database – PR Web
May
Win/Loss Analysis (Part 2)óA Process for Taking Revenue Up a Notch – MarketingProfs
April
Bridging the Gap: Does Your Marketing Team Have the Right Stuff? – Manage Smarter
Managing Marketing Performance: The Role of Data, Analytics and Metrics – MarketingProfs
Win/Loss Analysis (Part 1): A Process for Taking Revenue Up a Notch – MarketingProfs
March
Managing Touch Point Value: 10 Steps to Improve Customer Engagement – CustomerThink
February
Benchmarking: A Best-Practice for Improving Marketing Performance (Part Two) – MarketingProfs
Bridging the Gap: Measuring the Value of Social Marketing and Media – 4Hoteliers
January
Benchmarking: A Best-Practice for Improving Marketing Performance (Part One) – MarketingProfs
Customer-Centric Planning Cleared for Takeoff at Southwest Airlines Cargo – Customer Think
2008
December
How to Use Scenarios to Create Buyer Segments – MarketingProfs
November
Measuring the Value of Social Marketing and Media – MarketingProfs
October
Loyalty Begins With the Right Customers: Pinpoint Your Marketing Efforts Through Smart Segmentation – CustomerThink
September
Press Release: VisionEdge Marketing Releases Third Book
Tackling the “Too HardTo” Pile of Marketing Accountability – MarketingProfs
Not All Customers Are Alike: How IN Retooled Its Metrics and Doubled Its Coversion Rate – CustomerThink
August
Marketing Metrics: What’s the Big Deal?
Tackling the “Too Hard To” Pile of Marketing Accountability – MarketingProfs
CEO as Top Data Dog – CEO Refresher
Managing Marketing Performance: The Role of Data, Analytics, and Metrics – MarketingProfs
July
Marketo’s Interview with VEM President Laura Patterson
June 2008
Marketing’s New Imperative: Engagement – EZineArticles
April
Marketing’s Critical Role in Pipeline Growth
February
Creating a Strategy Roadmap for Marketing Operations
VisionEdge Marketing Added to Forrester Research Report
Ten Questions Every CEO Should Ask Their Marketing Leadership
January
For Whom the Bell Tolls- Not Necessarily the CMO – CustomerThink VEM CEO Added to CustomerThink Advisory Panel
2007
December
Marketers Must Tap Into the Year of the Customer – CustomerThink Recovering the Lost Art of Product Marketing – MarketingProfs
November
Taking on the Metrics Challenge – Journal of Targeting
How Marketing can Lead the Charge for Business Innovation – marketingprofs.com
October
Conquering the Marketing-Sales Divide – businessmarketinginstitute.com
Measuring Only Marketing Activities Won’t Reveal the Return On Marketing Investment – customerthink.com
How Effective is Your PR? Media Impressions Can’t Give You the Whole Picture – customerthink.com
September
Know Your Customers’ Wallet Share to Retain the Best Customers – customerthink.com
Which Metrics Measure Marketing’s Impact on Business and Influence Strategic Direction – marketingprofs.com
August
A Five-Step Customer Mapping Process to Improve Customer Retention – marketingprofs.com
July
How to Write a Playbook that Enables Sales Effectiveness – MarketingProfs.com
Quality Marketing: Making Marketing More Strategic – Journal of Digital Asset Management
June
Transforming a Use Case Into a Sales Enablement Tool – MarketingProfs.com
May
Keys to Cracking the Code on Marketing and Sales Alignment – MarketingProfs.com
March
The Science Side of Marketing and the Emergence of Marketing Operations – MarketingProfs.com
VisionEdge Marketing Releases Results for Marketing Performance Survey 2007
February
January
Using Personas as a Sales-Enablement Tool – MarketingProfs.com
The Power of Persona – Manage Smarter
2006
November
Metrics and Buying Pipeline – The Wise Marketer
September 2006
VEM Co-founder to Present at PROMO Live
April
The Role of Culture in the Marketing Accountability Journey – DM News
March
Building Metrics to Prove Marketing’s Value – RFL Communications
January
Metrics and the Buying Pipeline – Marketing Magnified
2005
November
Diverse Companies Retain VisionEdge Marketing to Improve Marketing Performance Management
September
A Marketing Toolkit for Every CEO – MarketingProfs.com
August
VisionEdge Marketing Helps Two Companies Compete in Rapidly Evolving Markets
If You Don’t Measure It, You Can’t Manage It: The Best Marketing Metrics for Managing Marketing Performance – CEO Refresher
June
Dragons, Quests, and Marketing Plans – Marketing.org (BMA)
March
Businesses Still Tackling How To Measure Marketing’s Performance
The Four Marketing Practices of Winners – MarketingProfs.com
February
Factors That Make A Difference – The Society of Marketing Professional Services
January
What the CEO Can do to Put Sales and Marketing on the Same Revenue Page – SalesVantage.com
2004
November
Sterling Commerce Hires VisionEdge Marketing to Help Identify Market Opportunities for Growth
October
Two Companies Hire VisionEdge Marketing for Research and Best Practices
September
Three Companies Hire VisionEdge Marketing for Research, Strategy and Business
June
May
January
Three Texas Companies Hire VisionEdge Marketing for Research, Strategy and Training
2003
November
VisionEdge Marketing Guides Three New Customers to Greater Revenue Potential
August
Survey Shows More Companies Finding Success, But 30-45 Percent Will Not Meet 2003 Revenue Goals
June
Branding Sets Mavericks Apart From the Herd – Austin Business Journal
May
Centerpulse, EPSIIA, and Expresiv select VisionEdge Marketing
February
Survey Predicts 40-60 Percent Of Companies Will Miss 2003 Sales And Revenue Target
2002
December
VisionEdge Marketing Announces Three New Customers; Increases Customer Base by 39% in 2002
September
August
VisionEdge Marketing Celebrates Third Anniversary By Announcing Three New Customers
April
Third Annual VisionEdge Marketing Summit Explores How Marketing Strategies Impact Valuation
Five Companies Engage Austin Marketing Company to Meet Challenges of Economic Climate
March
January
As the Economy Shows Modest Signs of Recovery, VEM Advises a Focus on Customer Centricity in 2002
2001
May
AISD AT-STAR, Infoglide, and Metrowerks Turn to VisionEdge Marketing
April
Gone Fishin’ Debuts at VisionEdge Marketing Customer Summit on Market to Conditions
February
2000
November
October
July
January
VisionEdge Marketing Inc. Puts Experience to Work at BMC Software, NetSolve and QuickArrow
1999
October
Companies Use VisionEdge Marketing, Inc. to Build Valuation and Market Share
