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DTSTART;TZID=America/Chicago:20150514T000000
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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/
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DTSTART;TZID=America/Chicago:20150514T000000
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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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DTSTART;TZID=America/Chicago:20150514T000000
DTEND;TZID=America/Chicago:20150514T000000
DTSTAMP:20260806T191628Z
CREATED:20260806T191628Z
LAST-MODIFIED:20260806T191628Z
UID:62965-1431561600-1431561600@laurapatterson.co
SUMMARY:Moving Up the Leadership Ladder with Analytics
DESCRIPTION:2015 Boston eMetrics Summit\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 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. \nRegister Now! 
URL:https://laurapatterson.co/event/moving-up-the-leadership-ladder-with-analytics/
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DTSTART;TZID=America/Chicago:20150514T000000
DTEND;TZID=America/Chicago:20150514T000000
DTSTAMP:20260806T191628Z
CREATED:20260806T191628Z
LAST-MODIFIED:20260806T191628Z
UID:62967-1431561600-1431561600@laurapatterson.co
SUMMARY:Taking Marketing Alignment and Accountability to the Next level
DESCRIPTION:MarketingProfs B2B Marketing Forum 2015\nMarketers work very hard. But\, often their efforts go unsung due to a lack of metrics that connect marketing’s contribution to business outcomes and a shortage of data needed to foster strategic decisions. Want to learn how to prove and improve the value of your marketing?  Join Jay Verellen\, Marketing Operational Excellence Leader\, Kennametal\, and Laura Patterson\, President\, VisionEdge Marketing as they show you how Kennametal\, a world leader in metalworking and wear solutions demonstrates clear alignment between Marketing and business\, defines customer-centric outcome-based metrics and creates and their marketing operations roadmap. \nAt the end of this session\, you will be able to: \n\nUse the process presented in your own organization for selecting metrics that show how marketing impacts the business and facilitates strategic decisions\nList the steps Kennametal used to transform from being internally focused to a more strategic\, customer-centric\, data-driven culture\nExplain how the process created stronger alignment between sales and marketing\n\nRegister Now!  \nRegister Now!\n 
URL:https://laurapatterson.co/event/taking-marketing-alignment-and-accountability-to-the-next-level/
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