Contact Us

Thank you for attending a VisionEdge Marketing conference session.

We hope you took away at least one idea that you can implement right away to  help  prove or improve the value of your marketing.  As a session participant you have FREE access to the PDFs of our current presentations.

Please note: You must register or login to access these presentations.

marketing operations

BIC Marketing organizations use Marketing Ops to improve and prove the value of marketing, enable Marketing to serve as value creators, and transform Marketing into a Center of Excellence.

 


  • This presentation explores how Marketing can use analytics and insights to make data more relevant to the business. A case study based on our work with a full-service financial institution demonstrates how market and customer data along with analytics created a segmentation-based strategy and measurable marketing plan designed to accelerate growth.
  • All marketers are digital marketers but to be effective and valuable you need to make your analytics relevant to your business leaders. Analytics can be the key to becoming a corporate change agent provided you understand the bigger picture In this session, Laura sheds light on what it means to live an Analytics Life, how to make your boss look better with numbers and how to live and grow as a marketing analyst in any organization.
  • In this presentation, we teamed up with Allocadia, Origami Logic, Response Capture and revealed how to overcome the 4 key MPM challenges: 1. Justifying your Marketing investment plan and winning C-suite support 2. Equipping your team for execution success 3. Benchmarking best practices for the best results 4. Graduating from measuring tactical results to measuring true Marketing value.
  • Marketers are increasingly being held responsible for growth and revenue. Today, data analytics provide the foundation for finding, keeping, and growing the value of customers - your growth engine. Join this webinar to learn about the skills and analysis needed to intelligently understand your customers, allowing you to reach them with the right content, at the right time, and in the right channel.
  • According to IDC, the average sales cost of generating revenue is at an all time high of 15-20%, an opportunity spends on average 270 days in the pipeline, and win rates are less than 50%. Improving sales and marketing alignment can significantly improve sales effectiveness. The relationship between Marketing and Sales is the fundamental relationship that lies at the heart of how it attracts customers. The tighter the coordination and cooperation between these two organizations the better your company’s customer acquisition and retention, new product development, and brand strength. The more effective and aligned the two functions are the lower the selling costs, the fewer the under-performers, the higher win rates and the greater the customer share-of-wallet. Jim Benard, Vice President Sales Operations for Rackable Systems, VisionEdge Marketing and the Business Marketing Institute combined their views and recommendations on how to better align marketing and sales to create a powerful revenue generating team. The program offered 10 Tell Tale Signs the Relationship is Broken, identified Four Key Benefits to Using a Customer Centric Model to Drive Alignment, shared insights into Best Practices For Creating Alignment, outlined Five Attributes of Successful Alignment Initiatives and Elements You Need to Create Alignment and provided A 12 Step Alignment Checklist.
  • The U.S., as well as much of the world economy, is dominated by services. In the U.S., approximately 75% of the labor force, 70% of the GNP, 45% of an average family’s budget, and 32% of exports are accounted for by services. This program explores some of the differences between marketing services vs. goods, how to and differentiate services for a competitive advantage. A framework for marketing services and some new Ps of marketing from a services perspective will be presented.
  • One of the first questions large and small business owners ask in an economic downturn is, “Where can I cut costs?” When times are tough, the natural inclination is to reduce marketing expenditures. You may not have a choice, but you can effectively control where to cut if you know what is and is not working. And that means you need data, analytics and metrics. Tough Times Call for Tough Measures examines how any company can quantitatively evaluate their marketing effectiveness and efficiency and determine where to cut and what to save.
  • 2009 IFCA Annual Conference In this two-part workshop, Laura discussed the following topics: - How to develop a customer-centric marketing plan. - The role of the marketing department in such a customer-centric environment. - The questions every marketing plan should answer. - Dragons and Quests: Key steps for analyzing your situation. - How to deploy the M.O.S.T approach to create a plan. - How to structure your Mission, metrics, outcomes, objectives, strategies, and tactics in a way that is both customer-centric and measurable.
  • A webinar conducted by VisionEdge Marketing & AdTech
  • CMO Council Presentation
  • Marketing Executives Networking Group (MENG) This presentation covered how VEM marketing creates a measurable outcome based marketing plan and it also covered: 1. Why Companies Invest in Marketing Effectiveness 2. Performance Management 3. Alignment 4. Accountability 5. Marketing Dashboards
  • 2009 I.F.C.A Annual Conference entitled "Creating a Performance-Driven Marketing Organization" We hope you find the presentation valuable. In this presentation, Laura discussed the following topics: - The Evolution of ROMI - Four hurdles best-in class companies overcome - Concept and characteristics of a performance-driven organization - Five best practices to improve marketing performance measurement and management - A brief overview of Five Case Studies - Recommended Steps
  • "Creating a Customer-Focused Marketing Plan" - TMCA Annual Conference & Expo | Jacksonville, FL | June 1-3, 2008 As we discussed in the program, a marketing plan helps business and marketing professionals in companies of all types and sizes create a shared, focused strategy that is designed to improve marketing and sales effectiveness. The session introduced key marketing and plan concepts, and provided a framework for developing a customer-centric marketing plan. The program was designed to provide a creative, complete, and concise approach needed to develop a strategically based, customer-centric, measurable marketing plan. Key Topics Covered included: How to develop a customer-centric marketing plan The role of the marketing department in such a customer-centric environment The 10 questions every marketing plan should answer Dragons and Quests: analyzing your situation Using the M.O.S.T approach to create a plan Mission, metrics, outcomes, objectives, strategies, and tactics
  • This presentation covered the following topics: - Better align your marketing with the business and clarify the business' expectations. - Use these expectations to craft quantifiable measurable marketing objectives. - Establish metrics that demonstrate marketing effectiveness, efficiency, and value. - Frame your metrics and reporting to demonstrate how marketing is contributing to the business.
  • Learn some of the key things marketing executives and professionals need to do to create a performance-driven marketing organization. Enable your marketing team to measure its contribution and value to the business. The program presented a framework any marketing organization can adopt, along with tangible steps and metrics every marketing organization can take and use to improve its accountability. We hope you can use this framework to develop your outcome-based customer centric metrics. Key Topics Covered included: Creating a Performance-Driven Marketing Organization Metrics Enable Us to Respond to the C-Suite Tactical vs. Strategic Measures A Metrics Framework to Elevate Your Game Recommendations for Metrics that Link Our Work to the Business Bringing Your Metrics to Life – Dashboards Culture, Process and Proficiency Play a Role
  • Marketers everywhere are being asked to demonstrate their contribution and value to the organization. CMO’s, Marketing VPs and Directors all are seeking a framework for organizational alignment and continuous improvement. Many marketers these days find that measuring and improving marketing requires defining and tracking the right metrics and then developing a meaningful way to present the data. The attached .pdf is the presentation delivered at the Henry Stewart Symposium in LA. It was designed to provide insight into key marketing metrics and to share a framework for designing a marketing dashboard. It will also offered a process for developing your own dashboard and characteristics of an effective dashboard to ensure your dashboard will facilitate key strategic decisions and link marketing to your organization’s business outcomes.
  • This presentation explored some of the key things marketing executives and professionals need to do to create a performance-driven marketing organization that enables marketing to measure its contribution and value to the business. The program presented a framework any marketing organization can adopt, along with tangible steps and metrics every marketing organization can take and use to improve its accountability. We hope you can use this framework to develop your outcome-based customer centric metrics.
  • This session presented in partnership with The H-J Family of Companies at the ISBM Conference explained how and why to use ecosystem mapping to identify information gaps and the best point of market entry, and to develop a go-to-market strategy. Manufacturing and healthcare case studies were used to discuss how this approach can be applied to gain access to the end-user market to ensure faster and better market traction for a new product and positively impact the rate and degree of success.
  • It’s easy to collect data without insight, but to gather insight without data is next to impossible. Big Data continues to trend because companies believe it will help them deliver a competitive advantage. While the importance of Big Data is well known, many marketing organizations experience problems when attempting to translate data into the insights needed to inform strategy. Today’s hyper-competitive business environment necessitates the creation and execution of data-driven strategy.
  • Customer insight is an essential element for achieving market leadership, so more companies are implementing Customer Advisory Boards (CABs). When planned and executed correctly CABs help you improve existing products, validate new ideas, beta test and provide constructive feedback on upcoming products and releases, improve messaging in existing markets and target new markets, and provide competitive insights. But if poorly planned and executed, they can backfire – resulting in lost customers and lost opportunity. During this session, Laura will share proven practices for how to gain executive sponsorship; create a mission/charter; identify, recruit, and reward members; organize productive meetings; and follow-up appropriately.
  • Those elite marketers (about 1 in 5 marketers) that earn a 90 or greater from the C-Suite for their ability to prove their value, impact and contribution do a number of things better and differently than their peers. Among their attributes is their ability to exercise greater business acumen. This session shares what these marketers do to achieve business acumen and how they use it to increase their credibility, influence and relevance.
  • There is an art and science to the process of creating personas. This presentation walks through the concept and creation process and calls out the differences between profiles, roles and personas – three concepts that often get confused or conflated by marketers. “Personas should resemble a real buyer or user of your products; they need to be tangible, and easy to envision and empathize with. . . persona-based marketing is part Hollywood characterization and part business analytics – it’s both an art and a science.” Even though creating powerful personas requires mixing quantitative analysis with old-fashioned imagination, it’s an essential capability for today’s marketers.
  • Here’s a quick self-test to see whether you’re marketing plan is ready for prime time: 1. When your leadership team receives your marketing plan do they have direct line-of-sight from the marketing activities and investments to business results? 2. Does your plan clearly tie back to business results so that you can prove the value of your marketing efforts and justify the budget you have requested? 3. Can you build the metric chains that enable you to show how the measures for your activities connect to business outcomes? 4. Can you use your metrics chains to develop an actionable marketing dashboard? If you answered No to any of these questions, learn how your B2B marketing team can construct a measurable marketing plan and actionable dashboards that communicate marketing’s value, impact and contribution.
  • Content marketing aims to create and curate relevant and valuable content that will change, enhance and drive customer behavior. But to be effective, you have to focus on the customer buying process. This presentation help you identify behavioral commitments; map the process and sync content, channels and touchpoints accordingly; and create relevant metrics to prove marketing’s contribution.
  • In today's highly competitive business environment, it's not enough for the marketing team to have skill and proficiency at marketing–whether inside or outside the organization. The ability to capture, analyze, and use data to demonstrate your business acumen and to make critical business decisions is a pivotal skill. A great indicator of marketing's business acumen is the degree to which others in the organization rely on the data provided by marketing to make decisions. Yet, according to Demand Metric, Forrester, ITSMA, and VisionEdge Marketing, 10% or less of the C-Suite uses the data provided by marketing to make strategy, tactical, and investments decisions. This presentation explores the 5 best practices of how best-in-class marketers apply data to the strategy development and execution process, the 5 data categories every marketing organization needs, and the models that should be in your library. Check out the practical tips offered on how to make marketing and the data more relevant to the C-Suite.
  • Whether your Marketing dashboard looks simple or sexy, actionability for all managerial levels in Marketing is key to maximizing progress. The explosion of channels and data adds further complexity to creating meaningful dashboards that trigger timely and well-informed decisions. This presentation addresses how create and leverage actionable dashboards that serves as an effective control panel, monitors performance and progress, enable you to manage risk and drive effective decisions.
  • When you can connect your work to business results you earn relevance, credibility, and influence. Yet selecting metrics that matter to the C-suite is easier said than done. With so many things to measure and numerous ways to present metrics, it's common to miss the mark. A crystal clear understanding of how to gain the C-suite's attention is essential for funding growth. Use the learnings in this presentation to select metrics your top executive care most about and create clear line-of-sight between your activities, investment, and business results.
  • As a marketer you work hard. Perhaps you feel your efforts go unsung. Accountability, alignment and process are critical to being able to improve and prove the value of your marketing. This presentation explains the process for selecting metrics that show how marketing impacts the business and facilitates strategic decisions, recommends the steps you can follow to transform from being internally focused to a more strategic, customer-centric, data-driven culture, and explains how process creates stronger alignment between sales and marketing.
  • The volume of data available to marketers is overwhelming. More new channels, competition, and distinct segments to manage, as well as shorter product lifecycles, greater price transparency, and higher customer experience expectations, are creating an exponential increase in the amount of available marketing data. But unless all of this data can be effectively collected, analyzed and transformed into meaningful and actionable insights, and then used to tell a compelling, actionable story, it is useless. With a tsunami of data, the ultimate challenge for marketers is to use the data to create stories. This presentation outlines how to visualize your data in such a way as to foster insight-driven decisions and communicate marketing’s value.
  • In today’s data-driven evidence-based environment, every marketer needs to embrace analytics. Analytics for the sake of analytics isn’t enough. To be effective and valuable you need to make your analytics relevant to your business leaders. Analytics can be the key to becoming a corporate change agent provided you understand the bigger picture. This presentation sheds light on what it means to live an Analytics Life, how to make your boss look better with numbers and how to live and grow as a marketing analyst in any organization.
  • The importance of data is well known and marketers are ideally situated to leverage actionable data. Successfully combining data and analysis helps marketing identify new customer segments that will deliver higher profits, current customers with the greatest value potential, and new products that will be the most relevant both to new and current customers. In this presentation learn how to transform data into Actionable Insights.
  • You’ve invested in collecting data, built numerous marketing models, established an analytics team, even developed a data governance process, but one of the biggest challenges for many marketers is how to translate the value of the data and associated insights into something meaningful to the C-Suite. According to the 12th annual Forrester/ITSMA/VEM study less than 10% of the C-Suite uses the data provided by marketing to make strategic decisions. Laura shares best-practices and practical tips on how to make Marketing and the Data more relevant to the C-Suite.
  • The presentation focuses on what Best-in-Class B2B marketers do better and differently to improve and prove the value of marketing. Participants learn the Six Best Practices implemented by the BIC. Learn how Alignment and Accountability serve as the cornerstones of success.
  • Analytics are key to making your company agile, and to making better market, customer, and competitive decisions. An analytics center of excellence provides the company with valuable insights, protects privacy and brand reputation, and guides the prioritization and selection of opportunities for greatest growth.
  • Today, many marketers are feeling increasing pressure from the C-Suite to prove marketing's contribution to the business. Members of the executive leadership team want to know exactly how marketing initiatives are connected to business results, so marketers must understand how to measure their value. While many marketers continue to struggle with this, a few have cracked the code. Download this presentation to see how the Best-in-Class marketers have mastered the six best practices for connecting marketing to business results.
  • The pressure to measure marketing’s contribution, impact and value is only increasing. Even though there we have more data and metrics at our fingertips than ever before, many marketers struggle when it comes to connecting marketing to business results. This keynote shares the best practices of Best-in-Class Marketers and what they do better and differently for performance management and measurement. The presentation provides practical steps every marketing organization can adopt to improve alignment and accountability
  • Marketing organizations know their role is valuable, but oftentimes they struggle to understand the ingredients of successfully marketing, and how to communicate that value to the business. To achieve the desired business results, all roles and initiatives under the stewardship of marketing must be working in unison. It is the responsibility of the Marketing Operations function to make that happen. Through effective planning, alignment, measurement, and communication, Marketing Ops ensures that marketing operates as a Center of excellence. However, in order for this potential to be fulfilled, Marketing must understand best practices for scoping, implementing, managing, and measuring the Marketing Ops function. This session will define the role of the Marketing Ops function, recommend processes for improving role effectiveness, and show how to prove the value of Marketing's contribution to overall business goals and outcomes.
  • The “sexiest” job of the new century—that’s how the Harvard Business Review characterized the practice of sifting through data to find hidden, below-the-surface meaning and subsequently extrapolating the underlying knowledge. In today’s highly competitive business environment, the ability to capture, analyze, and use data to make critical business decisions is a pivotal skill for marketers. Learn how to use data-driven decisions to formulate an action-based, measurable Marketing Plan, which can successfully drive business decisions for their organizations. In particular, attendees understand how to sift through the abundance of data available today, learn methods for analyzing the data and translating it into actionable insights, and have the knowledge to be able to develop content that matches the customer buying process to impact the bottom line of their organizations.
  • Sales and Marketing are responsible for managing a predictable, reliable demand generation pipeline that produces higher value opportunities and maximizes revenue. The traditional approach to the pipeline-Awareness, Interest, Demand, Action or the more modified version of the pipeline-Awareness, Interest, Consideration, Purchase-is outdated. This session takes participants through the process of creating an opportunity pipeline based on the customer’s buying journey.
  • Integrated Marketing Expo – IMX09 entitled “Performance Management: The Key to Successfully Proving Marketing’s Value." In this presentation, Laura discussed the following topics: - Recap the ROMI Evolution - Review four hurdles best-in-class companies overcome - Introduce the concept and the characteristics of a performance-driven organization - Explore five best practices to improve marketing performance measurement and management - Present creating a marketing dashboard
  • As you work on taking your metrics, dashboard and performance management to the next level we hope we can serve as a resource and have the opportunity to be of service particularly in these areas: - Aligning marketing with key business goals and developing metrics that will demonstrate marketing's impact on these goals - Creating marketing dashboards - Defining and engineering data, measurement, and reporting processes - Helping marketing teams hone their analytical and measurement skills through professional development - Marketing and sales alignment and effectiveness
  • In this presentation, Laura discussed the following topics: - Understand the role of the marketing department in a customer-centric environment (needs a bullet) - Explain the process for developing a customer-centric marketing plan - Review questions every marketing plan should answer - Dragons and quests: analyzing your situation - Use the M.O.S.T. approach to create a plan: Mission and Metrics, Outcomes and Objectives, Strategies, and Tactics
  • The University of Denver Marketing Roundtable entitled “Marketing Metrics in Action: Creating a Performance Driven Marketing Organization.” We hope you find the presentation valuable. In this presentation, Laura discussed the following topics: - Recap the ROMI Evolution - Review four hurdles best-in-class companies overcome - Introduce the concept and the characteristics of a performance-driven organization - Explore five best practices to improve marketing performance measurement and management - Present a metrics framework and the processes necessary to create a performance-driven marketing organization
  • eMetrics Marketing Optimization Summit entitled “Four Processes to Optimize Marketing Effectiveness.” In this presentation, Laura discussed the following topics: - ROMI Evolution - Introduce the concept and the characteristics of a performance-driven organization - Explore four processes to improve marketing effectiveness - Identify five best practices to improve marketing alignment and accountability
  • The MMA 14th Annual Fall Educators' Conference entitled “Best-Practices for Creating a Performance-Driven Marketing Organization." We hope you find the presentation valuable. In this presentation, Laura discussed the following topics: - Explore why measuring marketing is important is today's business climate. - Review the ROMI (return on marketing investment) Journey. - Introduce hurdles best-in-class marketers have overcome. - Identify what marketing needs to measure and a metrics framework. - Examine success factors. - Suggest steps for getting started.
  • IQPC Workshop
  • eMetrics Marketing Optimization Summit | Washington D.C. | October 21-23, 2008. Program Description: As we discussed in the program marketing is under increasing pressure to show its impact on the business, demonstrate accountability and communicate its value. This session introduced the concept and characteristics of a performance management, and how to create and measure a performance-driven marketing organization. The program was designed to provide a creative, complete, and concise approach needed to develop and implement a performance-driven culture. Key Topics Covered included: - The concept and characteristics of a performance-driven marketing organization - Overcoming the hurdles that stand in the way of creating a performance-driven marketing organization - The transformation into a performance-driven organization - Measuring a performance-driven marketing organization - The performance management framework-adoption process - The role of a marketing dashboard - Performance measurement and management five best practices
  • IAMB 2009 | "Performance Management : The Key to Successfully Managing Marketing" The presentation reviewed the studies over the past decade related to marketing measurement and five best practices marketing professionals must embrace to improve marketing performance.
  • Laura discusses the steps required to become a more customer-centric organization, the benefits of doing so, and how using the customer buying journey can help accelerate revenue and align Sales and Marketing.
Marketing Sales Alignment

Aligned Sales and Marketing teams have clear handoffs, are customer-centric, leverage actionable data, and work a plan together to engage customers throughout the buying process.

Upcoming Events

  1. MarTech Boston Conference

    October 3 @ 4:00 pm - 4:30 pm