TACKLE GROWTH CHALLENGES WITH FUTURE-FORWARD STRATEGIES
Growth is in her DNA. Laura’s challenge-to-future-forward strategy specialties are customized to these themes: Growth Strategy, Customer Centricity, Performance Management, and Operational Excellence.
All of these strategies are addressed in “The 4 Game Changers for Every Stage of Growth” keynote presentation and workshop.
As co-founder and President of VisionEdge Marketing, Laura continues to work directly with executive teams and BOD members to identify growth inhibitors, develop strategies to unlock growth potential, transfer knowledge, build skillsets, and provide best practices for more than 250 companies, worldwide. This enables her to bring the newest learnings, research, case studies, and proven strategies to your audience.
Live and virtual formats include:
- Inspirational, insightful, and innovative presentations.
- Knowledge transfer and skill building, hands-on practical workshops.
Some of the most requested presentations and workshops are listed below. Laura is a master at customizing presentations and workshops, so if you don’t see exactly what you want, schedule a Free Discovery Call.
Why Engage Laura to Speak?
- Guarantee. All speaking engagement and workshop attendees will be inspired by, and benefit from, her innovative, yet pragmatic and actionable growth insights that can be implemented quickly to achieve event ROI.
- Decades of Growth Success. Growth has been in Laura’s DNA since the age of nine. She brings 20+ years of experience accelerating profitable growth for 250+ companies of all sizes worldwide.
- Extraordinary Subject Matter Expertise. Laura has written 4 books and hundreds of growth-centric white papers and blogs. An awarded thought leader, she is a sought-after worldwide speaker in all knowledge transfer venues.
- Commitment to Excellence. Laura is always up for a challenge. She is a goal-getter who customizes her strategy to your event. Laura knows what it takes to win. She transfers that commitment and energy to her audiences.
These Companies and More Love Working with Laura
“We had the opportunity to bring in Laura to speak to a broad, cross-functional audience at our annual Growth Conference. She was critical in helping frame a future vision based on customer-centric principles. The combination of her unique insights, vast experience, and compelling stories made a significant impact on the team.”
Peter Favilla, Former Vice President - Global Strategic Marketing, Pentair, Inc.
"The focus on successfully managing our natural resources, especially water, has made it necessary for the Connecticut Irrigation Association to revisit their messaging and positioning. With that in mind, we asked VisionEdge Marketing to facilitate a highly interactive workshop at our annual conference to build a message map for our industry. With Laura’s guidance our leaders created the framework for a relevant message map that will resonate with key stakeholders, in our state legislature, water utilities, and our primary end users – homeowners. We’re excited to build on the framework and begin to put the results into practice."
Erica Fearn, President - Mainspring Association Management
INSPIRATION. INSIGHTS. INNOVATION.
KEYNOTE
The 4 Game Changers for Every Stage of Growth
Profitable and sustainable growth is more elusive than ever before. This is true for all industries, and companies in all growth phases, from start-up to maturity. The business as usual growth strategies are not up to the challenge. They don’t set you up to future-proof your business. Instead, every aspect of your business must be up-leveled to speed time to growth, and to power past your competitors. Your audience will leave with the newest best practices on how to:
- Expand customer-centricity throughout your organization
- Improve the conversion of data into actionable and relevant insights
- Create a strategic plan that connects data to outcomes to realize your growth goals
- Achieve Operational Excellence via enhanced processes and measurement focused on growth and revenue
Looking for a deeper dive and hands-on format? In an interactive workshop, in addition to this presentation, there’s a hands-on review of three anonymous customer case studies to bring the 4 game changers to life. After breakouts, the teams will share their learnings with everyone.
KNOWLEDGE TRANSFER. SKILL BUILDING. HANDS-ON.
MOST REQUESTED WORKSHOPS
- Create a Growth Strategy that Actually Works
- Scenario Analysis: Prepare for Growth “What Ifs”
- A Measurable, Customer-Centric Growth Plan
- Customer Journey Mapping: Your Guide to Growth
- Competitive Positioning and Messaging Across the Customer Journey
- Build a More Powerful, Insightful, and Actionable Dashboard
Need something a little different or have questions?
MOST REQUESTED PRESENTATIONS
Benchmarking: Future Proof
Your Organization
Organizations must continuously adapt and deliver more, faster, better, and less expensively to beat their competition. This requires regularly scheduled appraisal and improvement of capabilities and processes. But you can’t address all areas at the same time. So, compared to your competitors where are you excelling and where are you falling short? Which areas are worthy of further investment? These are the data to analytics to insights that benchmarking provides.
The outcomes of this presentation, are insights and answers to these 5 questions:
- When and why should you use benchmarking?
- What are the key benchmarking methods?
- What should be benchmarked?
- How benchmarking candidates be prioritized?
- What is the best way to start a successful benchmarking initiative?
How to Cultivate Best-in-Class Organizations
Performance-driven organizations are more effective at enabling the business to achieve its goals. Growth becomes even more challenging as organizations scale, and become more complex. Data in siloed systems, insufficient measurement and actionable insights, and new processes layered on top of previous processes. The resulting confusion reduces efficiency, effectiveness, and competitive advantage.
Based on the results of the most recent executive-level survey, in this presentation, you will:
- Learn the best practices of a performance-driven, operational-focused organization
- Discover what best-in-class companies do differently
- Understand the best culture and leadership styles that best support high performance
- Gain a framework that can be implemented to become a high-performance organization
Customer Journey Mapping: Your
Guide to Growth
Customer journey maps guide customer-centric organizations and better align sales and Marketing. Highly customer-centric companies exceed customer expectations to recruit, retain, and grow the value of customers - better than their competitors. Improved understanding of your customer’s steps and touchpoints, from their perspective, enables faster movement of prospects from one stage to the next in the buying cycle. It also improves key business results such as product/service adoption, and loyalty. Implementing best practices and avoiding common pitfalls will make your journey easier also.
As an outcome of this presentation, you will discover the latest innovations:
- 5 key steps to creating your customer journey map
- 4 crucial components needed to make your maps payoff
- 7 significant stages in the adoption cycle to manage
Looking for a deeper dive and hands-on format? Check out the interactive workshop.
Best-Practices for a More Powerful, Insightful, And Actionable Dashboard
Despite technology investment, many organizations struggle to reap the expected outcomes of dashboards - insights into what is working, what course adjustments, if are required, and whether investments are properly allocated. This is usually because the metrics on their dashboards don’t provide guidance for decision-making, risk mitigation, trend spotting, and opportunity identification. Additionally, all too often dashboard metrics and measures are not displayed in a format that enables executives to quickly see what needs to be addressed to attract, keep and grow customer value.
As an outcome of this presentation, you will learn these dashboard best practices, the:
- 4 key dashboard building blocks, from data to KPIs
- 6 must-have, metrics categories
- 3 dashboard views, from tactical to executive
- 6 logic links, from activity to expected outcomes
MOST REQUESTED WORKSHOPS
Create a Growth Strategy that Actually Works
Develop a customer-centric growth strategy to guide your decisions, set your priorities, and determine the destination to be reached by the organization.
Create a company-specific, viable and actionable growth strategy. In this workshop, participants will learn the elements required to:
- Create, build, and evaluate strategies
- Select the best growth strategy to achieve company goals
- Bring the chosen strategy to life, from ideation to action
- Connect strategy to growth
- Measure strategy success using best-practice key performance indicators
Scenario Analysis: Prepare for Growth “What Ifs”
Scenario analysis is a valuable data and analytics tool every company can use to help hone their skills at anticipating and preparing for a variety of business situations and outcomes, including competitor moves, customer experience, and market dynamics and adjust their growth strategies accordingly.
As a result of this workshop participants will learn how to:
- Plan for, and anticipate, the unexpected
- Deliver on the promise of customer experience
- Understand the value of creating scenarios
- Learn the steps for scenario creation
- Address a potential scenario and its potential impact on your organization
A Measurable, Customer-Centric Growth Plan
Per an Arthur Anderson study, organizations with a written plan had 63% higher revenue growth and 100% more profit than those companies without a plan. A well-architected growth plan provides focus and helps organizations anticipate change.
The outcome of this workshop is an initial draft of a plan that includes the following:
- Mission statement and market definition
- Organization and competitor SWOT
- Measurable outcomes identification to accomplish the mission
- Strategies to achieve organizational outcomes
- Objectives and tactics to implement the strategies
- Resource requirements: people, facilities, equipment, and funds to carry out the plan
- Measures and financials: revenue and profit expectations of a successful plan
Customer Journey Mapping: Your Guide
to Growth
The better you understand your customer’s journey, the better you can improve key business results, such as product/service adoption, expanded share of wallet, customer loyalty, and advocacy.
Identify the incremental behaviors that demonstrate the journey a customer persona takes, the channels they use, the touch points they prefer, and the content they consume as they move from contact to a member of your customer community. As a result of this workshop, you will have:
- A customer journey map ready for validation.
- An initial set of metrics to measure the success of map implementation.
- Insight into breakpoints that affect the journey and preliminary plans for how to address and prioritize these breakpoints.
- Ideas for content needed to support each step in the journey
- A preliminary action plan for bringing the map to life
Competitive Positioning and Messaging Across the Customer Journey
An ever-changing market, including new look-alike competitors, or entry into new markets or segments, often necessitates a change in a positioning and messaging strategy to achieve revenue goals.
Create a foundation for your strategic positioning and messaging that will work across the customer buying journey. As a result of this workshop, you will have a rough draft of a positioning map that defines the following, your:
- Value: what the customer/persona values most (both logical and emotional) about what you provide
- Brand promise: what the customer/persona can count on you for
- Value proposition: why the customer/persona should buy from you
- Meaningful differentiation: how you are different from your competitors
- Concept of singularity: the single thing you want to be known for
- Positioning strategy statement: a shorthand description of the solution or company that integrates the first five components into a concise, compelling and meaningful description.
Build a More Powerful, Insightful, and
Actionable Dashboard
The ability to measure and effectively communicate your organizational function’s performance, value (ROI), and impact, is even more important in a changing market. Meeting C-suite expectations requires a) choosing meaningful measures, metrics and KPIs, b) tracking them for continuous improvement, and c) creating an actionable dashboard that connects your activities, outputs, operational metrics, and outcomes, to business results.
Master new performance management and measurement skills. In this workshop you and your team will:
- Discover the most recent best practices for measurement and performance management
- Learn the categories of metrics and how to use them to construct the chain between activities and outcomes
- Understand the metrics chains to support the connection of investments in your organizational function and programs, with business results
- Lay the foundation for your metrics chains and frame up your marketing scorecards and dashboard
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