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

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