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DTSTART;TZID=America/Chicago:20170522T000000
DTEND;TZID=America/Chicago:20170522T000000
DTSTAMP:20260806T191944Z
CREATED:20260806T191944Z
LAST-MODIFIED:20260806T191944Z
UID:62999-1495411200-1495411200@laurapatterson.co
SUMMARY:2017 Marketing Performance Benchmark Study: Cooking Up the Best Marketing Performance
DESCRIPTION:Marketing performance remains a challenge for all but an elite group of Marketing organizations. The pressure on Marketing organizations to be able to prove their value\, impact and contribution to the business continues to increase.  In the words of Stephen Diorio\, an analyst in Forbes CMO Practice\, “Marketing faces a performance credibility gap.” In fact\, a survey conducted by the Fournaise Group discovered that 80% of CEOs freely admit that they do not trust or are not very impressed with marketers and the work they accomplish.\n\nRecently Hive9\, Valid USA\, and VisionEdge Marketing conducted the 16th annual Marketing Performance Benchmark study. Still only 1 in 4 Marketing organizations continue to earn high-marks from the C-Suite for their ability to measure and report on their contribution\, value and impact to the business. The research confirms that this group of elite Marketers\, designated Value Creators\, improve business results\, have more influence over business decisions\, and more credibility than their counterparts. The Value Creators budgets\, tools and data are not statically different and neither is type of industry and size.\n \n \n\nAttend this webinar to learn what distinguishes Marketing excellence among these Marketing organizations. You’ll be surprised to learn it is a few active ingredients that make the difference.
URL:https://laurapatterson.co/event/2017-marketing-performance-benchmark-study-cooking-up-the-best-marketing-performance/
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BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20170303T000000
DTEND;TZID=America/Chicago:20170303T000000
DTSTAMP:20260806T191944Z
CREATED:20260806T191944Z
LAST-MODIFIED:20260806T191944Z
UID:62998-1488499200-1488499200@laurapatterson.co
SUMMARY:How to Overcome the Top 4 Roadblocks to Better Marketing Performance
DESCRIPTION:As a marketing leader\, you know the pressure is on to prove marketing’s impact on the business. To do that\, you need to excel at Marketing Performance Management (MPM). Done right\, MPM helps solve the problems with dislocated data\, misaligned teams\, and inefficient processes so you can spend less time running marketing and more time on what you love\, doing marketing. \n \n  \nMPM pioneers Allocadia\, Origami Logic\, Response Capture and VisionEdge Marketing teamed up to publish a 3-part eBook series\, The Great Big Guide to Marketing Performance Management. \nJoin us on Thursday\, March 23rd at 10am PST when we’ll reveal how to overcome the 4 key MPM challenges: \n\nJustifying the marketing investment plan and winning C-suite support\nEquipping your team for execution success\nBenchmarking best practices for the best results\nGraduating from measuring tactical results to measuring true Marketing value
URL:https://laurapatterson.co/event/how-to-overcome-the-top-4-roadblocks-to-better-marketing-performance/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20170116T000000
DTEND;TZID=America/Chicago:20170116T000000
DTSTAMP:20260806T191943Z
CREATED:20260806T191943Z
LAST-MODIFIED:20260806T191943Z
UID:62997-1484524800-1484524800@laurapatterson.co
SUMMARY:Got Marketing Data? Use Analytics to Make it Actionable
DESCRIPTION:Join us for this exciting webinar with Nimble on actionable analytics!   \nMarketers are increasingly being held responsible for growth and revenue. Today data analytics serve as the foundation for finding\, keeping\, and growing the value of customers – your growth engine. Join this webinar to learn about the skills\, data\, and analytics needed to intelligently create engaged customers with the right content\, at the right time and in the right channel. \n 
URL:https://laurapatterson.co/event/got-marketing-data-use-analytics-to-make-it-actionable/
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BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20161201T000000
DTEND;TZID=America/Chicago:20161201T000000
DTSTAMP:20260806T191943Z
CREATED:20260806T191943Z
LAST-MODIFIED:20260806T191943Z
UID:62996-1480550400-1480550400@laurapatterson.co
SUMMARY:Moving Up The Leadership Ladder with Analytics | eMetrics San Francisco
DESCRIPTION:VisionEdge Marketing is delighted to once again participate in an eMetrics conference in the Cornerstone Track.* Don’t miss it! Register here. Make sure to use our code SPEAKER for 20% off! \nMoving Up the Leadership Ladder with Analytics\nAll 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. \n*The Cornerstones track provides you with an arsenal of frameworks\, strategies\, blueprints\, tricks and tips to make your job easier and provide greater ROI. Major brands and leading consultants impart their best advice for collecting\, integrating\, testing\, correlating and making the most of digital data.
URL:https://laurapatterson.co/event/moving-up-the-leadership-ladder-with-analytics-emetrics-san-francisco/
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BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20161021T000000
DTEND;TZID=America/Chicago:20161021T000000
DTSTAMP:20260806T191943Z
CREATED:20260806T191943Z
LAST-MODIFIED:20260806T191943Z
UID:62995-1477008000-1477008000@laurapatterson.co
SUMMARY:Marketing Excellence: Best Practices to Make Your Marketing Count
DESCRIPTION:Marketers everywhere are pressed to prove and improve the value of Marketing. An elite group of Marketers does this better and differently than their colleagues. Learn the 10 best practices these Marketers employ to measure Marketing’s impact\, contribution\, and effectiveness and how these practices enable them to be more relevant\, credible\, and influential within their organization. Learn to achieve Marketing Excellence. \n \nFor resources on how to join the ranks of the best-in-class\, please visit our Marketing Assessment page in our Learning Center. \n 
URL:https://laurapatterson.co/event/marketing-excellence-best-practices-to-make-your-marketing-count/
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BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20160930T000000
DTEND;TZID=America/Chicago:20160930T000000
DTSTAMP:20260806T191744Z
CREATED:20260806T191744Z
LAST-MODIFIED:20260806T191744Z
UID:62994-1475193600-1475193600@laurapatterson.co
SUMMARY:Making the Business Results Connection to Marketing & Communication
DESCRIPTION:How to Make Marketing More Relevant to the C-Suite\nToday’s business climate necessitates that marketing demonstrate accountability\, communicate value and show how it impacts the organization. Despite the wealth of campaign and operationally oriented metrics at every marketer’s fingertips and the enhancements in technology\, less than a quarter of marketers earn high marks from their leadership team for their ability to measure and communicate their value\, contribution\, and impact. All the cool marketing and communication efforts are for naught if they don’t produce business results. Join this program to learn: \n\nThe top 10 best practices of the marketers who earn top marks from the C-Suite\nQuick win steps you can employ today to strengthen the link between the work of marketing and business results\nThe equation for increasing your influence within the organization
URL:https://laurapatterson.co/event/making-the-business-results-connection-to-marketing-communication/
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BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20160901T000000
DTEND;TZID=America/Chicago:20160901T000000
DTSTAMP:20260806T191743Z
CREATED:20260806T191743Z
LAST-MODIFIED:20260806T191743Z
UID:62993-1472688000-1472688000@laurapatterson.co
SUMMARY:Proving Marketing’s Value: Tangible Tools and Metrics for the 21st Century
DESCRIPTION:Thank you for your interest in the VisionEdge Marketing presentation “Proving Marketing’s Value: Tangible Tools and Metrics for the 21st Century\,” presented at AMA’s Communicating Marketing’s Value program. \nProving Marketing’s Value:\nDownload this presentation to 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. \nKey Topics Covered included:\n \n\nCreating a Performance-Driven Marketing Organization\nMetrics Enable Us to Respond to the C-Suite\nTactical vs. Strategic Measures\nA Metrics Framework to Elevate Your Game\nRecommendations for Metrics that Link Our Work to the Business\nBringing Your Metrics to Life – Dashboards\nCulture\, Process and Proficiency Play a Role\n\nPlease contact VEM if you would like to explore how to have Laura as a speaker at one of your marketing gatherings or as part of your webinar series.\n\nLaura Patterson is a proven marketing practitioner\, respected consultant and dynamic speaker.  She is known for her practical\, no-nonsense approach to proving and improving the value of marketing. Inventive and engaging\, Laura quickly gets to the heart of the matter to provide actionable recommendations and solutions. Because her 20-year career began in sales and now spans customer relationship management and marketing\, her recommendations are always cross-functional friendly. Laura is recognized as one of the leading authorities in marketing measurement and performance\, operations\, and data and analytics. She has helped hundreds companies in a variety of industries fulfill their marketing potential and achieve competitive advantage. Check out her books – Gone Fishin’\, Measure What Matters\, and Marketing Metrics in Action: Creating a Performance Driven Marketing Organization. 
URL:https://laurapatterson.co/event/proving-marketings-value-tangible-tools-and-metrics-for-the-21st-century/
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BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20160818T000000
DTEND;TZID=America/Chicago:20160818T000000
DTSTAMP:20260806T191743Z
CREATED:20260806T191743Z
LAST-MODIFIED:20260806T191743Z
UID:62992-1471478400-1471478400@laurapatterson.co
SUMMARY:Assess the State of Your Marketing Excellence
DESCRIPTION:Best-in-Class marketers align Marketing with business outcomes and clearly convey their impact and contribution to the organization. Alignment and accountability are inextricably linked and are the cornerstones of any successful Marketing organization.\n\nSince Marketing is expected to be more accountable for the investments it makes on behalf of the organization\, best-in-class marketers also establish metrics and key performance indicators (KPIs) for Marketing.  \n\nExpect to learn how to define and select the metrics and KPIs to help you make appropriate customer\, program\, and investment decisions\, understand what is and isn’t working so you can make necessary course adjustments\, and measure Marketing’s impact and value.\n\nSign up here.\n\nInterested in Marketing Assessment? Check out some more resources on the topic in our Learning Center!
URL:https://laurapatterson.co/event/assess-the-state-of-your-marketing-excellence/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20160626T000000
DTEND;TZID=America/Chicago:20160626T000000
DTSTAMP:20260806T191743Z
CREATED:20260806T191743Z
LAST-MODIFIED:20260806T191743Z
UID:62991-1466899200-1466899200@laurapatterson.co
SUMMARY:Marketing Strategy - The Secret Catalyst to Building Valuation
DESCRIPTION:During turbulent economic times\, most companies have a tendency to cut marketing budgets in an effort to reduce expenses. Unfortunately this can have a negative impact on the company’s valuation. During its third annual marketing summit\, VisionEdge Marketing\, Inc.\, an Austin\, Texas-based strategic marketing consulting firm\, will explore marketing strategies that can help a business increase its valuation. \n“We’re in dynamic times\, so it’s important for marketing professionals to monitor certain aspects of the economy in order to make strategic course directions\, said James Barnes\, director\, Labor Market Information Department\, Texas Workforce Commission. “Events such as the VisionEdge Marketing Summit provide marketing professionals with a venue for securing the latest economic details.” Barnes is a speaker at the summit and will discuss what today’s indicators bode for the economy and how executives can use this information to guide their marketing strategy. \nVisionEdge Marketing’s summit entitled\, “Marketing Strategy – The Secret Catalyst to Building Valuation\,” will be held Thursday\, at the Norris Conference Center. The purpose of the summit is to provide marketing professionals a forum where they can exchange ideas with other professionals on how to strategically position their company for success. \nRick Jenson\, regional director of Business Valuation Services\, will discuss various approaches to valuation and the marketing elements that directly impact the calculation. “Many companies do not realize the impact marketing has on their company valuation\, as evidenced by the number of firms that have reduced marketing head counts and budgets. At the VisionEdge Marketing Summit\, company executives will have the opportunity to hear first hand why differentiation\, positioning\, and customer retention improve a company’s financial value and are key investments every company should make.” \nIn addition to Barnes and Jenson\, speakers this year’s event include: \n\nDoug Myron\, former chief executive officer of Mytech – an Austin technology company – who recently sold his firm\, will discuss how he used differentiation and positioning to combat the competition in the mature light switch industry. \nMary Lange\, senior vice president\, Independent Banker’s Association\, will discuss customer retention.\n\n\nWHAT:  VisionEdge Marketing’s annual summit\, “Marketing Strategy – The Secret Catalyst to Building Corporate Valuation” \nWHEN:  Thursday\, April 11\, 2002\, from 7:30 a.m. – Noon\, CDT \nWHERE: Norris Conference Center 2525 W. Anderson Lane\, Austin\, Texas \nFor more information about the summit\, and how to attend\, visit visionedgemarketing.com/summit2002
URL:https://laurapatterson.co/event/marketing-strategy-the-secret-catalyst-to-building-valuation/
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BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20160622T000000
DTEND;TZID=America/Chicago:20160622T000000
DTSTAMP:20260806T191743Z
CREATED:20260806T191743Z
LAST-MODIFIED:20260806T191743Z
UID:62990-1466553600-1466553600@laurapatterson.co
SUMMARY:Fast Companies: The Quick & The Dead
DESCRIPTION:  \nThe dynamics of the 21st Century are forcing businesses of all sizes and types to speed up.  Skip Maner\, the Managing Principal of Inverness Capital Partners\, will provide insights and recommendations on how to ensure your company is using smart speed and the most important tasks for fast companies.  Laura Patterson\, the President of VisionEdge Marketing\, will introduce the topic and discuss the dynamics and their implications in marketing. Larry Mosiman\, the Product Marketing Manager of SAS\, will discuss the use of analytics to enable smart speed. \nThis program’s take-aways: \n\nLack of Speed Kills\nPerformance for business and marketing needs to be measured from the perspective of innovation and speed\nDecisions need good data and analytics\nMarketing plays a key role in speed\, especially in terms of providing customer insight and guidance for innovation\n\nTitle: How Fast Can You Move Webinar \nDate: Thursday\, January 25\, 2007 \nTime: 12:00 pm U.S Central Time \nThis webinar has passed. For questions\, please contact: jessicap@visionedgemarketing.com.\nDownload a complimentary copy of the presentation here. \nSpeakers\nAbout the speakers\nSkip Maner – Keynote\nManaging Principal\, Inverness Capital Partners\nSkip has spent eleven years in private equity. He is currently a Managing Principal with Inverness Capital Partners in Newtown Square\, PA. Inverness provides growth equity (both control and non-control) to industrial technology-oriented companies and high growth manufacturers in the United States. Prior to joining Inverness\, Skip was a Managing Director with Internet Capital Group and a Principal with TL Ventures and Safeguard Scientifics. Skip works with Inverness portfolio companies such as SkyBitz\, NCSRT\, Nexiant and Pelion. Prior investments\, among others\, include WebLogic (sold to BEA Systems)\, Conduit Software (now ADP) and ICG Commerce. Prior to becoming an investor\, Skip was an entrepreneur and served as president and founder of two companies including a recycled products manufacturer. He serves on the University of Richmond’s President’s Council. He also is on the Board of two Philadelphia-based non-profit youth organizations. \nLarry Mosiman\nProduct Marketing Manager\, SAS Customer Intelligence Solution\nLarry Mosiman has over 20 years of experience leading marketing teams for high tech companies. He is currently the world-wide product marketing manager for SAS’ Customer Intelligence Solutions. Before joining SAS\, Mosiman led the marketing organization for the Material Testing Division of MTS Systems Corporation in Eden Prairie\, MN\, where he developed a successful marketing organization in a business that had been engineering focused. Mosiman has a Masters in Business from St. Thomas University and a Bachelors in Electrical Engineering from South Dakota State University. \nLaura Patterson\nPresident\, VisionEdge Marketing\nLaura Patterson is President and co-founder of VisionEdge Marketing\, Inc.\, a research-based metrics-focused marketing firm that specializes in helping organizations create a competitive advantage designed to attract\, secure and retain profitable customers. Laura brings over twenty-five years of marketing experience to her customers. Author of over 20 published marketing and branding articles and two books\, Gone Fishin’ and Measure What Matters\, Laura has served on several non-profit boards and has been a guest lecturer at various universities. \n  \nThis web event brought to you by or in association with:
URL:https://laurapatterson.co/event/fast-companies-the-quick-the-dead/
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BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20160622T000000
DTEND;TZID=America/Chicago:20160622T000000
DTSTAMP:20260806T191729Z
CREATED:20260806T191729Z
LAST-MODIFIED:20260806T191729Z
UID:62988-1466553600-1466553600@laurapatterson.co
SUMMARY:Aligning Marketing Measurement with CFO Expectations
DESCRIPTION:Any B-B executive\, CMO\, and senior marketing executive and/or professional that is being asked to develop metrics that demonstrate your contribution to the company should attend this live web event. Jeremy Adamson\, the Global Marketing & Communications Controller for Symantec Corp.\, will provide insights and recommendations on how to build a strong relationship with your finance team\, understand their expectations\, and enlist their support in your journey toward measuring marketing’s contribution to the company. Register to attend this live web event brought to you by VisionEdge Marketing and Coremetrics. \nThis program will address these four questions: \n\nHow can the CFO help with defining marketing metrics?\nWhat is the best way to illustrate these metrics to the C-Suite?\nWhat customer and marketing data does the CFO have at hand?\nWhat are some examples of the kind of marketing metrics CFOs think marketing should track?\n\nTitle: Aligning Marketing Measurement with the CFOs Expectations\nDate: Tuesday\, May 9\, 2006\nTime: 12:00pm – 1:00pm U.S. Central Time \nSpeakers\nJeremy Adamson – Luminary\nGlobal Marketing & Communications Controller\, Symantec Corp.\nA Silicon Valley Veteran of over 20 years\, Jeremy has held a variety of senior Finance roles for companies like Cisco\, Novell\, Quantum\, 3Com and for the last 4 years at Symantec. A particular fan of the Marketing function\, Jeremy supports the notion that Marketing is the function that should drive the company and sees his role as to enable that drive for growth. Jeremy partners with two “C-Level” partners on finance matters. \nSpeakers\nLaura Patterson\nPresident & Author\, VisionEdge Marketing\nLaura Patterson is President and co-founder of VisionEdge Marketing\, Inc.\, a research-based metrics-focused marketing firm that specializes in helping organizations create a competitive advantage designed to attract\, secure and retain profitable customers. Laura brings over twenty-five years of marketing experience to her customers. Author of over 20 published marketing and branding articles and two books\, Gone Fishin’ and Measure What Matters\, Laura has served on several non-profit boards and has been a guest lecturer at various universities. \nSpeakers\nJohn Stansbury\nDirector\, Strategic Services\, Coremetrics\nA veteran of new media marketing\, customer relationship management\, and web analytics\, John has held leadership positions at pioneering companies such as Human Code\, Garden.com\, and Green Mountain Energy Company. He now serves as Director of Strategic Services at Coremetrics. With extensive experience driving marketing and customer retention efforts from a business value and ROI mindset\, John’s particular interests include predictive analysis\, visualization\, and customer segmentation. \n  \nThis event has already taken place. Please direct questions to davidl@visionedgemarketing.com.\nThis event was brought to you by or in association with: \n  
URL:https://laurapatterson.co/event/aligning-marketing-measurement-with-cfo-expectations/
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BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20160622T000000
DTEND;TZID=America/Chicago:20160622T000000
DTSTAMP:20260806T191729Z
CREATED:20260806T191729Z
LAST-MODIFIED:20260806T191729Z
UID:62989-1466553600-1466553600@laurapatterson.co
SUMMARY:Measuring Marketing Performance – Thinking Like the CEO
DESCRIPTION:  \nRegister to attend this live web event brought to you by VisionEdge Marketing and Cognos. Useful for any CMO\, marketing executive and/or professional that wants to understand what today’s CEOs expect in terms of marketing accountability\, the implications of these expectations on marketing executives (especially the CMO)\, and specific metrics recommendations that should included on every CMOs dashboard. \nThe marketing function competes with every other function in the company for a limited pool of dollars. The more marketing can quantitatively demonstrate its value\, the more of these precious resources it can secure. Marketing can be measured more precisely today than ever before\, meaning marketing executives can no longer claim the opposite. The question today isn’t can marketing be measured\, but what should be measured and how should these measurements be communicated to the CEO. \nAttend this webinar to: \n\nLearn what it means to have a “measurement culture” that drives your marketing success\nUnderstand what today’s CEOs expect in terms of marketing accountability\nExplore the implications of these expectations on marketing executives\, especially the CMO\nIdentify specific metrics recommendations that should be included on ever CMOs dashboard\nLearn what business intelligence infrastructure is needed to drive a metrics dashboard\n\nTitle: Measuring Marketing Performance – Thinking Like The CEO\nDate: Wednesday\, November 9\, 2005\nTime: 12:00pm – 1:00pm U.S. Central Time \n\nSpeakers\nJim Garrity – Luminary\nChief Marketing Officer\, Wachovia\nJim Garrity is the Chief Marketing Officer of Wachovia Corporation. Since 1997 he has provided Wachovia executive leadership to integrated marketing activities\, including advertising\, brand positioning\, corporate identity\, market research\, merchandising\, creative services and sports/event marketing. Prior to joining Wachovia\, Garrity was Vice President of Communications for Compaq Computer Corporation. Previously he held a variety of sales and marketing management positions for more than 20 years at IBM. \nSpeakers\nLaura Patterson\nPresident & Author\, VisionEdge Marketing\nLaura Patterson is President and co-founder of VisionEdge Marketing\, Inc.\, a research-based metrics-focused marketing firm that specializes in helping organizations create a competitive advantage designed to attract\, secure and retain profitable customers. Laura brings over twenty-five years of marketing experience to her customers. Author of over 20 published marketing and branding articles and two books\, Gone Fishin’ and Measure What Matters\, Laura has served on several non-profit boards and has been a guest lecturer at various universities. \nSpeaker\n\nMichael Smith\nManager\, BI and Data Warehouse – WW IT\, Cognos\nMichael has been a key member of the Cognos products team for over 5 years and is responsible for the Cognos Scorecarding portfolio. He has worked with a variety of industry analysts and technology publications studying how organizations are successfully leveraging scorecarding solutions. He worked extensively with Global 3\,500 organizations and the public sector organizations implementing Cognos performance management solutions. Michael is an active member of the Balanced Scorecard Collaborative\, as well as other industry organizations focused around performance management.
URL:https://laurapatterson.co/event/measuring-marketing-performance-thinking-like-the-ceo/
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BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20160621T000000
DTEND;TZID=America/Chicago:20160621T000000
DTSTAMP:20260806T191728Z
CREATED:20260806T191728Z
LAST-MODIFIED:20260806T191728Z
UID:62987-1466467200-1466467200@laurapatterson.co
SUMMARY:Driving Marketing Excellence: Learn from Best-In-Class Organizations
DESCRIPTION:  \nThe Jeannette Expedition – an eight-day northern arctic trek in which the team was inadvertently back tracking farther south – serves as a metaphor for this year’s Marketing Performance Management (MPM) Benchmark study.  \n  \nThough they marched feverishly toward achieving marketing excellence\, this year’s study reveals that while some marketers made great progress\, much of it was illusory. \n  \nHave a first look Thursday\, July 21 at 2 pm EST at the results of the joint study conducted by VisionEdge Marketing and Demand Metric to learn: \n\nWhat leading marketing organizations do better and differently to earn and keep their seat at the leadership table\nHow to achieve best-in-class performance measurement and management\nSteps toward becoming a recognized as a Center of Excellence\n\n  \nJoin Laura Patterson and leading CMO peers Thursday\, July 21\, 2016 at 2 pm EST for a honest conversation around Marketing Performance Management as part of Boardroom Event’s Virtual Roundtable Series. \n\n\nWhat’s a Virtual Roundtable?\n\nAn interactive discussion [not a webinar]\nConvenient networking at your desk\nHigh-level conversations with midmarket peers
URL:https://laurapatterson.co/event/driving-marketing-excellence-learn-from-best-in-class-organizations/
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BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20160616T000000
DTEND;TZID=America/Chicago:20160616T000000
DTSTAMP:20260806T191728Z
CREATED:20260806T191728Z
LAST-MODIFIED:20260806T191728Z
UID:62986-1466035200-1466035200@laurapatterson.co
SUMMARY:VisionEdge Marketing Presents: Tips for Securing Top Executive Buy-In
DESCRIPTION:Austin\, TX\, August 20\, 2001 – Marketing budgets are receiving intense scrutiny by CEOs this year. As marketing professionals enter their planning phase for 2002\, they are experiencing a higher-than-usual level of angst. With this in mind\, VisionEdge Marketing\, in association with the Business Marketing Association\, will present a half-day program in Houston\, Texas on Thursday\, August 30\, 2001. \nThe “Selling Your Marketing Plan to the Corner Office: How to Develop A Marketing Plan Your CEO Will Approve” seminar and roundtable offers marketers proven techniques for developing marketing plans that support corporate goals and that speak a language their CEO will understand. \n  \nTopics Covered:\n \n\nWhat CEOs want from Marketing\nHow Marketing can enlist support from Sales to sell the Plan\nWhat Plan formats speak best to the CEO\nThe secret to preventing severe budget cuts\nHow metrics can put marketing and the CEO on the same page\nHow the 2002 planning process will make you a stronger business executive in the eyes of the CEO\n\n\nGeneral Information:\nWHO: VisionEdge Marketing\, Inc.\, a metrics-based\, strategic marketing services firm \nWHAT: Seminar and Roundtable: “Selling Your Marketing Plan to the Corner Office: How to Develop A Marketing Plan Your CEO Will Approve” \nWHEN: Thursday\, August 30\, 2001\n7:30am-11:30am \nWHERE: Doubletree Hotel\n2001 Post Oak Boulevard\nHouston\, TX 78737 \nHOW: Reserve seats or call 1-512-681-8800 x13. Please register by Monday\, August 27\, 2001. Reservations after this date may not be guaranteed. \nCOST: $80 – Includes breakfast\, materials\, and a free copy of the VisionEdge Marketing publication “Gone Fishin’ – A Guide to Finding\, Hooking\, Keeping and Growing Profitable Customers” \nCONTACT: Laura Patterson (512) 681-8800 x12 \n\nAbout VisionEdge Marketing:\nHeadquartered in Austin\, TX\, VisionEdge Marketing\, Inc. is the leader in outcome-based metrics-driven marketing. The company provides complete strategic marketing services\, including the SmartStart Services Suite. These services range from business intelligence\, positioning and brand strategy\, marketing strategy\, demand creation/prospect generation\, and customer retention strategies and programs. \nThe seasoned and experienced marketing professionals use a market/customer centric approach to help companies focus on finding\, keeping and growing profitable customers to expand marketing position. The company provides strategically tactical programs to influence purchasing behavior\, drive demand\, and build and maximize valuation through positioning and brand strategy with emphasis on moving and keeping customers on the highly desirable short list. \n 
URL:https://laurapatterson.co/event/visionedge-marketing-presents-tips-for-securing-top-executive-buy-in/
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DTSTART;TZID=America/Chicago:20160506T000000
DTEND;TZID=America/Chicago:20160506T000000
DTSTAMP:20260806T191728Z
CREATED:20260806T191728Z
LAST-MODIFIED:20260806T191728Z
UID:62985-1462492800-1462492800@laurapatterson.co
SUMMARY:Taking Marketing Alignment and Accountability to the Next Level
DESCRIPTION:Taking Marketing Alignment and Accountability to the Next Level will walk you through what it means to be a ‘value-creator’ and how marketing operations is the key to alignment and marketing accountability. In this program\,  Laura Patterson\, from VisionEdge Marketing and Jay Verellen from KENNAMETAL\, a supplier of tooling and industrial materials\, will walk you through how Kennametal employed VisionEdge Marketing’s expertise and patent-pending Accelance® software to create an actionable marketing blueprint that provided clear alignment between Marketing and the business\, defined customer-centric outcome-based metrics\, and a roadmap for further operational development.
URL:https://laurapatterson.co/event/taking-marketing-alignment-and-accountability-to-the-next-level-2/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20160416T000000
DTEND;TZID=America/Chicago:20160416T000000
DTSTAMP:20260806T191714Z
CREATED:20260806T191714Z
LAST-MODIFIED:20260806T191714Z
UID:62984-1460764800-1460764800@laurapatterson.co
SUMMARY:Digital Analytics Roundtable
DESCRIPTION:Join Laura Brook from the Digital Analytics Association and Laura Patterson for a conversation about how Digital Anlaytics has evolved\, core skills\, and its role in creating Marketing Centers of Excellence.
URL:https://laurapatterson.co/event/digital-analytics-roundtable/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20160413T000000
DTEND;TZID=America/Chicago:20160413T000000
DTSTAMP:20260806T191714Z
CREATED:20260806T191714Z
LAST-MODIFIED:20260806T191714Z
UID:62982-1460505600-1460505600@laurapatterson.co
SUMMARY:How to Transform Data into Insights to Create a Winning Strategy for Competitive Advantage
DESCRIPTION: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 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. \nUsing real-life examples\, in this presentation\, attendees will: \n\nUnderstand how to collect relevant data.\nLearn how to properly evaluate data and transform it into actionable insights.\nUse information to create data-driven business decisions.
URL:https://laurapatterson.co/event/how-to-transform-data-into-insights-to-create-a-winning-strategy-for-competitive-advantage-2/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20160413T000000
DTEND;TZID=America/Chicago:20160413T000000
DTSTAMP:20260806T191714Z
CREATED:20260806T191714Z
LAST-MODIFIED:20260806T191714Z
UID:62983-1460505600-1460505600@laurapatterson.co
SUMMARY:Moving Up the Leadership Ladder with Analytics
DESCRIPTION: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.
URL:https://laurapatterson.co/event/moving-up-the-leadership-ladder-with-analytics-2/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20160412T000000
DTEND;TZID=America/Chicago:20160412T000000
DTSTAMP:20260806T191713Z
CREATED:20260806T191713Z
LAST-MODIFIED:20260806T191713Z
UID:62981-1460419200-1460419200@laurapatterson.co
SUMMARY:Increase Your Credibility and Influence with the Right Metrics
DESCRIPTION:A small elite group of communications and marketing professionals are able measure their value\, impact and contribution to the business. With some hard work and discipline you can follow their lead.  It will be worth it! When you crack the code and can prove your value and impact the business\, you enjoy more credibility. And with credibility comes the opportunity to sit at the corporate leadership table and influence the big decisions. Learn how you can join the ranks of this elite group. In this session you’ll learn: \n\nThe six areas where these best-in-class marketers and communicators excel;\nHow you can build and leverage your business acumen;\nHow to make your data\, analytics\, and metrics more relevant to the C-Suite; and\nHow to manage and report on your performance to prove and improve the value of your work
URL:https://laurapatterson.co/event/increase-your-credibility-and-influence-with-the-right-metrics/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20160412T000000
DTEND;TZID=America/Chicago:20160412T000000
DTSTAMP:20260806T191713Z
CREATED:20260806T191713Z
LAST-MODIFIED:20260806T191713Z
UID:62980-1460419200-1460419200@laurapatterson.co
SUMMARY:Select the Right Metrics to Effectively Make Strategic Decisions
DESCRIPTION:Marketing organizations that want to earn or keep their seat at the corporate leadership table must be able to measure impact\, contribution\, and value. Persistence in measuring what really matters to the business is characteristic of best-in-class marketers.  Learn how you can select the metrics that enable you to link your work to business results\, such as new customer acquisition\, share of wallet\, customer retention\, and market share. Why is this important? Selecting the right metrics is the first link in your marketing excellence chain. When you can prove your value\, you enjoy more credibility. And with credibility comes the opportunity to sit at the corporate leadership table and influence the big decisions. \nJoin Laura Patterson\, President of VisionEdge Marketing and pioneer in marketing measurement\, for a session on how to prove and improve the value of your marketing.  Learn the steps Best-in-Class marketers employ to select the right metrics.   Join this session to learn: \n•               What BIC marketers do better and differently when it comes to performance measurement and management \n•               A metrics framework to help you select metrics that enables you to link marketing activity to business results \n•               How to use metrics to make more effective strategic and investment decisions
URL:https://laurapatterson.co/event/select-the-right-metrics-to-effectively-make-strategic-decisions/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20160217T000000
DTEND;TZID=America/Chicago:20160217T000000
DTSTAMP:20260806T191659Z
CREATED:20260806T191659Z
LAST-MODIFIED:20260806T191659Z
UID:62979-1455667200-1455667200@laurapatterson.co
SUMMARY:Accelerating Market Leadership with Customer Advisory Boards
DESCRIPTION: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.
URL:https://laurapatterson.co/event/accelerating-market-leadership-with-customer-advisory-boards/
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BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20160127T000000
DTEND;TZID=America/Chicago:20160127T000000
DTSTAMP:20260806T191658Z
CREATED:20260806T191658Z
LAST-MODIFIED:20260806T191658Z
UID:62978-1453852800-1453852800@laurapatterson.co
SUMMARY:How a Traditional Industrial Company Gained Market Traction for  New Product Using Ecosystem Mapping
DESCRIPTION:ISBM Conference: The Stakeholder Value Chain \nMay 3-5 Chicago \nLoyola University Corboy Law Center\, Kasbeer Hall \nE Pearson St\, Chicago\, IL 60611 \nEven when you’re nearly 50 years old and an established and successfully player in the market\, there’s a time to step back and take a new approach to growth.  The H-J Family of Companies\, a totally integrated manufacturer from casting design to the finished assembly for transformer components\, bushings\, and electrical connectors\, took a new approach 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.  In this session\, learn how the company applied the concept of ecosystem mapping to identify information gaps\, the best point of entry into the US Utility Market\, and to develop a go-to-market strategy to address which customers\, in what order\, who to partner with\, and what barriers they needed to address. \n 
URL:https://laurapatterson.co/event/how-a-traditional-industrial-company-gained-market-traction-for-new-product-using-ecosystem-mapping/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20151209T000000
DTEND;TZID=America/Chicago:20151209T000000
DTSTAMP:20260806T191658Z
CREATED:20260806T191658Z
LAST-MODIFIED:20260806T191658Z
UID:62977-1449619200-1449619200@laurapatterson.co
SUMMARY:Analytics: The Intersection for Marketing and IT to Collaboratively Turn Data into a Winning Strategy for Growth
DESCRIPTION:April 3-4\, 2016 \nHyatt Regency Grand Cypress \n1 Grand Cypress Blvd\, Orlando\, FL 32836 \nMid-Market CMO Forum 2016 \nIt’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. \nUsing real-life examples\, in this presentation\, attendees will: \n\nUnderstand how to collect relevant data\nLearn how to properly evaluate data and transform it into actionable insights\nUse information to create data-driven marketing strategy
URL:https://laurapatterson.co/event/analytics-the-intersection-for-marketing-and-it-to-collaboratively-turn-data-into-a-winning-strategy-for-growth/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20150829T000000
DTEND;TZID=America/Chicago:20150829T000000
DTSTAMP:20260806T191644Z
CREATED:20260806T191644Z
LAST-MODIFIED:20260806T191644Z
UID:62974-1440806400-1440806400@laurapatterson.co
SUMMARY:How to Use Alignment and Measurement to Increase Your Agency's Value
DESCRIPTION:Alignment and Measurement\nWant to know what it takes to make your clients love and respect your agency? Want to know how to increase your agency’s value to your clients?\n \nMarketers are under constant pressure to demonstrate more value creation for their marketing programs. With consumer/customer expectations increasing\, the competitive landscape growing\, the proliferation of new technologies and channels\, and the avalanche of data\, it takes more than intuition and opinion to justify the appropriateness and effectiveness of communications programs.\nYou must have a business-centric\, outcomes-based\, measurable marketing communications plan that is aligned with your client’s targets (business goals\, marketing objectives and strategies). Research has shown that companies with an effective marketing plan experience a 24-30% improvement in sales over those without a plan.\n \nTo achieve this plan\, you need to: \n\nEnsure strategic alignment by asking the right questions and implementing the correct processes\nEstablish clear deliverables\, performance expectations and measurement targets to assess effectiveness\nCreate\, implement and monitor your programs to confirm their effectiveness and demonstrate accountability.\n\n\nOn October 1\, join Laura Patterson\, President\, VisionEdge Marketing\, for a jam-packed day devoted to building the skills and tools that marketers want from their agencies: \n\nCreate alignment with your client’s business plan through the M.O.S.T (Mission\, Objectives\, Strategies\, Tactics) approach\nUtilize the outcome-to-activity approach that leading marketers employ to create clear linkage and evaluation of their marketing programs\, marketing investments and business outcomes\nSet up appropriate and meaningful measurements to build\, monitor and assess your agency’s programs.\n\n \nThis workshop is for agency personnel who want to take their client relationships to a higher level and make their marketing communications programs more effective and accountable.\nThroughout the day\, you’ll have the opportunity to reinforce your learning via group and individual exercises\, providing you with a highly interactive learning environment and culminating in the creation of a business-centric\, outcomes-based\, measurable marketing communications plan.\nWho Should Attend\nIf you are in a client-facing role and responsible for building or managing marketing communications plans and/or measuring a marketing program’s value\, this workshop is a must.
URL:https://laurapatterson.co/event/how-to-use-alignment-and-measurement-to-increase-your-agencys-value/
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BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20150810T000000
DTEND;TZID=America/Chicago:20150810T000000
DTSTAMP:20260806T191644Z
CREATED:20260806T191644Z
LAST-MODIFIED:20260806T191644Z
UID:62973-1439164800-1439164800@laurapatterson.co
SUMMARY:Pipeline Engineering: Syncing Content to the Customer Buying Process
DESCRIPTION:Godfrey FWD:B2B Marketing and Technology Conference 2015\nIt’s often been said that today’s customers are in the driver’s seat when it comes to selecting a supplier.  Certainly customers have more choices\, more control\, and more ways to access information and to connect.  As a result\, marketers need a new way to attract and retain customers.  Enter content marketing.  Content marketing aims to create and curate relevant and valuable content that will change\, enhance\, and drive customer behavior.  The basic idea of content marketing is to deliver information that makes your buyer more intelligent.  As a result marketers everywhere are scrambling to develop content and leverage the myriad of channels as a way to reach and connect with prospects and customers. \nHere’s the kicker\, if you focus on producing content without taking the customer buying process into consideration your efforts may be for naught.   Content delivered in the right channel at the wrong time can be a wasted touch point. Content marketing is not the same as running a campaign. Content marketing looks more like publishing\, where you serve as the architect of useful and compelling information that will inform\, educate\, engage and entertain customers and prospects. Content marketing is an ingredient in the marketing mix\, not a substitute for it. \nIt’s a powerful ingredient in the recipe only when you can match the content with the customer buying journey and lifecycle.  To successfully employ this ingredient as a way to create a customer-centric pipeline takes a step-by-step process. In this session\, explore the steps to applying content to the customer buying process and learn how to: \n\nIdentify behavioral commitments associated with the customer buying process\nMap the customer buying process and synch content\, channels\, and touch points accordingly\nCreate an opportunity scoring model and relevant metrics to prove marketing contribution\n\nRegister Now!
URL:https://laurapatterson.co/event/pipeline-engineering-syncing-content-to-the-customer-buying-process/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20150806T000000
DTEND;TZID=America/Chicago:20150806T000000
DTSTAMP:20260806T191643Z
CREATED:20260806T191643Z
LAST-MODIFIED:20260806T191643Z
UID:62972-1438819200-1438819200@laurapatterson.co
SUMMARY:How to Transform Data into Insights to Create a Winning Strategy for Competitive Advantage
DESCRIPTION:Demand Metric B2B Marketing Data Virtual Summit\nThe world is just too dynamic and the pace of change is just too fast for marketers to rely on intuition and experience. Data of all kinds is all the rage. \nWhile 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. \nYet many marketing organizations experience problems when attempting to translate data into insights and use these to inform strategy. Today’s hyper-competitive business environment necessitates the creation and execution of data-driven strategy. \nOn August 19th at 8:30am EDT join Laura Patterson\, President of VisionEdge Marketing\, as she shares a practial approach to effectively leveraging data to drive strategy. Join this session to: \n\nUnderstand the role of data and analytics\nLearn how to properly evaluate data and transform it into actionable insights\nUse information to create a data-driven marketing strategy\n\nRegister Now!
URL:https://laurapatterson.co/event/how-to-transform-data-into-insights-to-create-a-winning-strategy-for-competitive-advantage/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20150623T000000
DTEND;TZID=America/Chicago:20150623T000000
DTSTAMP:20260806T191643Z
CREATED:20260806T191643Z
LAST-MODIFIED:20260806T191643Z
UID:62970-1435017600-1435017600@laurapatterson.co
SUMMARY:Bring the Art of Storytelling and Visualization to Your Data to Prove and Improve the Value of Your Marketing
DESCRIPTION:Austin Digital Marketing Summit\nYou’ve probably heard or read this quote by Samuel Taylor Coleridge from The Rime of the Ancient Mariner\, “Water\, water\, everywhere\, And all the boards did shrink; Water\, water\, everywhere\, Nor any drop to drink.” Are you wondering what this quote has to do with marketing?  Well\, like the volume of water in the world’s oceans\, 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\, just as salt water is useless when you are adrift on the ocean and parched.  With a tsunami of data\, the ultimate challenge for marketers is to use the data to create stories. Join this session to learn how to: \n\nVisualize your data in such a way as to foster insight-driven decisions\nCommunicate marketing’s value.\n\nRegister Now!\n 
URL:https://laurapatterson.co/event/bring-the-art-of-storytelling-and-visualization-to-your-data-to-prove-and-improve-the-value-of-your-marketing/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20150623T000000
DTEND;TZID=America/Chicago:20150623T000000
DTSTAMP:20260806T191643Z
CREATED:20260806T191643Z
LAST-MODIFIED:20260806T191643Z
UID:62971-1435017600-1435017600@laurapatterson.co
SUMMARY:Making Marketing Analytics More Relevant to the C-Suite
DESCRIPTION:4A’s Webinar\nThe “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\, it’s not enough for the marketing team to have skill and proficiency at marketing – whether inside or outside the organization. The ability 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 data marketing provides to make decisions. Yet\, according to by 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.  Join this webinar to \n\nLearn what how best-in-class marketers apply data to the strategy development and execution process\,\nUse analytics to see demonstrate marketing’s value\nGain practical tips on how to make Marketing and the data more relevant to the C-Suite\n\nWho Should Attend: \nThis program is ideal for people who need to \n\nleverage a data to understand customers\,\ncreate and use marketing models\,\nmake decisions and/or recommendations supported and informed by data.\n\nKeep an Eye Out for Registration!\n  \n  \n 
URL:https://laurapatterson.co/event/making-marketing-analytics-more-relevant-to-the-c-suite-4/
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BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20150514T000000
DTEND;TZID=America/Chicago:20150514T000000
DTSTAMP:20260806T191628Z
CREATED:20260806T191628Z
LAST-MODIFIED:20260806T191628Z
UID:62968-1431561600-1431561600@laurapatterson.co
SUMMARY:Take Your Place at the Head of the Pack: How to Increase Marketing’s Credibility and Influence
DESCRIPTION:4A’s Strategy Festival 2015\nThe pressure on marketing to prove its contribution to the business is not abating.  Did you know that about only 1 in 5 marketing organizations can actually answer this question in terms that matter to the C-Suite? And what’s truly scary\, is that the rest of the marketers\, Sales Enablers and Campaign Producers\, are actually falling farther behind!  What can you do to make sure you take your place at the head of pack?  A Harvard and the Economist Intelligence Unit study conducted with 343 businesses found that the companies who increased their strategic speed improved their top and bottom lines\, averaging 40% higher sales and 52% higher operating profits over a three-year period. IBM’s 6th annual study\, “Analytics: The speed advantage\,” found that speed-driven data and analytics significantly impact business performance. In this workshop you will learn: \n\nThe three personas of marketers when it comes to performance measurement and management. You’ll have the opportunity to self-assess which persona reflects your organization.\nThe two key ingredients that distinguish BIC marketers. You’ll have the opportunity to examine whether your data and analytics demonstrate your business acumen and customer knowledge.\nHow to alignment and accountability increase your influence and credibility.  You’ll have the opportunity to apply alignment and accountability to an existing marketing plan\n\nRegister Now!  \nRegister Now!
URL:https://laurapatterson.co/event/take-your-place-at-the-head-of-the-pack-how-to-increase-marketings-credibility-and-influence/
END:VEVENT
BEGIN:VEVENT
DTSTART;TZID=America/Chicago:20150514T000000
DTEND;TZID=America/Chicago:20150514T000000
DTSTAMP:20260806T191628Z
CREATED:20260806T191628Z
LAST-MODIFIED:20260806T191628Z
UID:62969-1431561600-1431561600@laurapatterson.co
SUMMARY:How Value Creators Build Credibility and Influence with Business Acumen
DESCRIPTION:Marketing Ops Tech Summit 2015\nAs the pace of marketing transformation accelerates\, marketers are tackling the hardest task of all: seizing the role of value creator.  According to the findings from this year’s 14th Annual Marketing Performance Management (MPM) Study\, conducted by VisionEdge Marketing and Demand Metric only 1 in 5 marketers have reached this critical point in the marketing performance journey\, regardless of industry\, region\, or company size.  One of the key attributes that distinguish these BIC marketers from the rest of their colleagues is their business acumen\, that is\, their “ability to make good judgments and quick decisions”. These Value Creators understand how business acumen enables them to increase their credibility and influence. Join the conversation to learn what this group of elite marketers do better and differently to facilitate their business acumen: \n\nIn today’s environment\, metrics are not the challenge. There are dozens of potential metrics\, the real challenge is measuring what matters. Value Creators engage in an effective conversation with the leadership team to identify which business outcomes and metrics senior executives care about.  They use this information to create clear line of site between marketing activities and investments with business results.\nValue Creators build strong\, quantitative skills to improve their business acumen. They are able to see the big picture because they use data and analytics to understand their market and customers\, and how their organization operates in that market\, and what drives profitability and cash flow.\nThese elite marketers set quantifiable performance targets and leverage outcome-based actionable dashboards.  Value Creators use these dashboards to boost marketing effectiveness\, communicate marketing’s impact\, and facilitate strategic market\, customer\, and product decisions.\nValue Creators create and execute a well-defined and documented plan for improving performance management and the associated processes so they can positively impact the business.\n\nRegister Now!  \nRegister Now!\n 
URL:https://laurapatterson.co/event/how-value-creators-build-credibility-and-influence-with-business-acumen/
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END:VCALENDAR