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Many leadership teams declare a customer-centric strategy and fully expect it to…
Using Differentiation to Create a Sustainable Competitive Advantage
Today, we’ll explore the transformation of a legacy leader in the home…
Maximize Value: How 3 Capabilities Help You Allocate Your Next Growth Dollar
Every leadership team, regardless of industry, size, or growth stage, eventually faces…
Differentiation is the Value Your Customers Experience
Across industries, growth stalls when companies rely on reactive demand, word-of-mouth, or…
Strategic Pivots: How Do You Know When It’s Time to Change Direction
A strategic pivot isn’t simply a response to poor performance or a…
Tuning Up Your Metrics and Measures: What They Are and Why They Matter
Making confident decisions takes good data. And it’s much easier to understand…
Marketing Technology: Tales from the Toolbox
Are you feeling a bit like a kid in a candy store…
What Are Logic Chains? The Links that Illustrate Alignment
As a functional leader, your plan is your opportunity to demonstrate and…
Logic and Math Two Essential Skills for Accountability and How You Use Them
Logic and math are two essential accountability skills. Both are integral to…
Be Effective with Attribution Models AND Dashboards
Both Marketing Attribution Models and Marketing Performance Management Dashboards visualize important information…
The Differences Between and Benefits of Scorecards and Dashboards
Marketing organizations that focus on demonstrating and communicating their value, impact, and…
How to Single Out the Signal from the Noise on Your Dashboard
Nearly every Marketing technology platform today, from email to social media to…
Tuning Up Your Metrics and Measures
Making confident decisions takes good data. And it’s much easier to understand…
How to Make Your Customer Strategy More than a Buzzword
Customer-centricity. It’s more than just a buzzword; it’s more than just a…
Are You Rich in Activity Metrics but Poor in Proving Value?
In an environment where the Chief Marketing Officer (CMO) and Chief Growth…
How to Drive Your Marketing Performance Past the Norm
The concept of Marketing serving as a Center of Excellence (CoE) within…
Who Cares About ROI? Know How Effective You Are
In our MarketingProfs article, Marketing Activity Metrics Mean Little: Here’s How to…
Increase the Value of Marketing by Comparing it to its Peers
Analytics-based insights derived from Marketing’s data have become the lifeblood of both…
Marketing Centers of Excellence Increase Growth and Bottom Line
A Gartner report on Marketing spend once stated, “With power comes great…
Assessments and Benchmarks for Lasting Excellence
To survive and thrive in a competitive business environment, companies are being…
Activate Marketing Ops for Better Excellence & Agility
Not long ago, a Forbes article shared an important lesson learned. It…
Unlock the Power of a Marketing Dashboard
Dashboards seem to be all the rage these days. The pressure to…
Marketers You Need to Adopt Three Tools to Develop Better Metrics
In the “Crave Results? Six Free Skills to Achieve Marketing Excellence” post, we…
Crave Results? Six Free Skills to Achieve Marketing Excellence
“A goal without a plan is just a wish.” Antoine de Saint-Exupéry….
Measures That Provide Insight into Customer Value
Marketers as value creators. We’ve been talking about this particular group of…
Best Practices for Every Marketing Organization
Take Your Marketing Performance Management Over the Finish Line We’ve suggested a number…
Marketing Excellence Takes Proving Your Contribution and Impact
Build Momentum for Marketing Excellence As a value creator, you know that creating…
Three Best Practices for Creating a Marketing Center of Excellence
Transforming Marketing into a Center of Excellence How well on your doing on…
Marketing Best Practices for Achieving Excellence
Start on the Right Path to Value Creation People have been making resolutions…
7 Key Steps for Creating a Performance-Driven Marketing Organization
Expectations for functions responsible for Marketing investments and activities to generate value,…
Understand and Improve Marketing Accountability with 5 Steps
Beyond the buzzword, what is Marketing accountability? At VisionEdge Marketing, we define Marketing…
How to Choose the Right Metrics for Your Marketing Dashboard
One of the most critical steps in managing Marketing performance is to…
The Evolving Role of Marketing Operations
The time seems right to take a moment and reflect on the…
Marketing Operations 2.0: Leading the Way to Centers of Excellence
It’s an exciting time to be in, or managing, a Marketing Operations…
8 Powerful Internal Metrics for Measuring Marketing
Internal Metrics for Marketing Marketing measurement and accountability are the roots of our…
Marketing Performance Management Wiki
Lynn Hunsaker, President of ClearAction, and our President, Laura Patterson, were asked to…
The Strong Keep Getting Stronger
Today’s marketers certainly feel the pressure, not just to stay busy, but…
It Does Matter! Align Your Marketing Metrics with Financial Goals
Aligning Your Marketing Metrics to Financial Targets The Marketing metrics you choose and…
Make Your Marketing Data More Relevant &Valuable to C-Suite
Does your C-Suite rely on Marketing data to make strategic decisions? Our…
Are You Among the Ranks of the Value Creators?
As the pace of marketing transformation accelerates, marketers are tackling the hardest…
Five Steps to Help Marketing Gain Credibility with Your CFO
Gain Credibility with Your CFO In today’s world, financial rigor and strategic insight…
Gain Greater Credibility with Your CFO by Speaking Business
A study by ITSMA revealed that less than 10% of CFO’s believe…
Strengthen Customer Trust to Grow Revenue
Trust plays an important role in building revenue. A study conducted by…
The Transformative Power of Trust in Creating B2B Business Value
When it comes to B2B companies, trust is not merely an added…
The Value of Advisory Boards for Strategic Alignment and Growth
For many privately held and mid-market companies, growth is a constant challenge….
Balancing Short-Term Results and Long-Term Growth: 5 Elements That Matter
Superior Business Performance Takes Balancing the Short-Term and Long-Term One of the hardest…
Overcoming the Most Common Objections to Performance Management
Strive for “No Excuses Marketing” According to an article in HBR, “Without question,…
Building a Market Research and Intelligence Function That Delivers
Every Marketing organization today is expected to be data-driven and evidence-based. These…
Making Customer Experience a Sustainable Competitive Advantage
The competitive environment is going to remain fierce. It might seem as…
The Recipe for a Marketing Plan That Earns High Marks from the C-Suite
Many of our customers send us their Marketing plans for review. They arrive…
The Six Marketing Operations Capabilities Best-in-Class Organizations Share
In preparing for a Martech meeting, we decided to reflect on the…
Next-Generation Dashboards: How New Technology Is Changing What’s Possible
Marketers continue to be under pressure to connect Marketing to business results….
Six Ways Marketing Ops Builds a True Center of Excellence
More companies are adding Marketing Ops capabilities to the Marketing function to…
The Four Marketing Models Every Marketer Should Master
We know–data models can be intimidating. As analytics and science remain central…
Using Analytics to Uncover Revenue Opportunities Hiding in Plain Sight
Predictive analytics is the branch of data mining concerned with the prediction…
Efficiency vs. Effectiveness: Why Marketing Needs Both Kinds of Metrics
Marketing organizations are getting better at measuring ROI (return on investment), but…
4 Questions Every Actionable Marketing Dashboard Must Answer
A Marketing dashboard plays a more important role than you might imagine….
Leveling Up Your Marketing Measurement Practice
Begin Your Performance Measurement Journey The journey to becoming a performance-driven Marketing organization…
Begin With the End in Mind: Keeping Marketing Measurement on Track
Is improving your Marketing measurement critical to your organization’s success? If so,…
The CMO as Chief Growth Champion
Today’s CMOs (Chief Marketing Officers) face a set of completely different challenges…
Ecosystem Mapping: Your Tool for Confident Market Entry
For many organizations, growth comes from creating more customer value and/or entering a…
The Three Capabilities Every High-Performing Marketing Org Needs
A Massachusetts Institute of Technology study found that agile firms grow revenue…
10 Questions Every Marketing Leader Should Be Ready to Answer on Alignment
Today, CEOs face numerous challenges to accelerating growth, creating and differentiating on…
Why Your Marketing Strategy Needs an Outside-In Perspective
Open up the Marketing strategy section of your Marketing plan. Now, ask…
How to Select KPIs That Actually Prove Marketing’s Business Impact
Measuring Marketing plays a role beyond making organizations more accountable. Effective Marketing…
Outcome-Based Budgeting: Connecting Marketing Investment to Business Results
How well Marketing leaders can demonstrate Marketing’s value is key to securing…
Laddering Research: Uncovering the Real ‘Why’ Behind Customer Buying Decisions
Understanding what your customer values gives you an opportunity to connect with…
Build a Measurable Marketing Plan (Workshop)
The key to effectiveness begins with alignment. A well-aligned Marketing plan forms…
A Customer-Centric, Process-Driven Turnaround
Today’s episode explores the transformation of a legacy business in the fire…
Operationalizing Customer-Centricity: Moving Beyond the Veneer to Real Value
As my colleague Gautam Mahajan insightfully wrote: “The classic donut that we…
Why Your Marketing Plan Should Start With Purpose, Not Programs
Two challenges (alignment with the CEO and alignment with business priorities) remain…
Strategic Capacity Check: When It’s Time to Bring in Outside Marketing Expertise
Do you know when it’s time to bring in an outside Marketing…
Alignment Is What Makes Marketing’s Value Quantifiable
As you know, your car runs smoother and requires less energy to…
Customer Success Plan vs. Strategic Account Plan: Difference Matters
You’ve heard it, you’ve used it, the catchy, trendy term “Customer Success.”…
The Real Cost of a Weak Accountability Culture
Do you find that even after investing heavily in strategy, technology, and…
Is Your Business Driven By Customers or Chaos?
Every growth strategy makes an implicit promise. It promises that leadership knows which…
How Analytics and AI Drive Customer Engagement: Lessons from Headspace
You’re probably experiencing what so many of our customers do. Data pouring…
Marketing Performance Management Is a Discipline: Here’s How It’s Built
A discipline reflects a particular object of research that produces a body…
Marketing Measurement, Accountability, and ROI: The Complete Framework
Alignment and accountability are the first steps every aspiring marketing organization must…
How to Audit and Benchmark Your Marketing Performance Management Maturity
How does your Marketing performance management and measurement stack up? Best-in-Class marketers…
AI and Machine Learning: The Next Generation of Marketing Dashboards
Dashboards are valuable tools for decision-makers. They transform complex business intelligence, data,…
Performance Management as Shared Work: What the Board, C-Suite, and Marketing Each Own
Performance management provides a strategic framework to align business activities with organizational…
Customer-Centric Organization: A 12-Step Structural Blueprint
There’s a 12-step process for everything and creating a customer-centric organization is…
Siloed Priorities Always End the Same Way: Random Acts
In organizations striving for growth, innovation, and outperforming competitors, a familiar pattern…
Customer-Led Product Development: Turning Customer Input Into Market Growth
True differentiation takes boldly reimagining how products are created and delivered. For…
Footprint Expansion: Scaling Growth Without Losing Customer Centricity
Are you missing significant growth inside your existing customer base because expansion…
Right-Fit Customers: Why Saying No Is a Growth Strategy
The manufacturing industry is defined by complexity, competition, and opportunity. Founded by…
The Hidden Cost of Not Truly Knowing Your Customers
If your growth initiatives feel scattered, your teams are busy, but impact…
Time Is the Ultimate Customer Value Proposition
Today’s conversation explores how a lean process improvement initiative, originally launched to…
From Instinct to Insight: Building a Data-Driven Decision Culture at the Top
In this episode, we’re joined by Stacie Feller, President of Kanga Roof….
Strategic Alignment Is a Measurable Capability, Not a Soft Skill
Misalignment is the quiet culprit behind stalled business growth, internal friction, and…
Why Non-Measurable Plans Are a Growth Strategy’s Biggest Liability
Picture this: It’s the end of your annual strategy session. The whiteboards…
Budgeting by Outcome: How Marketing and Finance Can Finally Get Aligned
Are your Marketing and Finance teams truly aligned around Marketing accountability? Or…
Why Customer-Centric Processes Break and How to Repair Them
Many organizations claim to be customer-centric, but a closer look at their…
Random Acts: The Hidden Tax on Money, Time, and Growth
You may not see them at first. They don’t appear in line-item…
Why Growth Culture Is a Strategic Asset, Not a Soft Metric
There is a powerful relationship between culture and customer-centric growth. David Altounian,…
How Boards and the C-Suite Align to Drive Customer-Centric Growth
Mark L. Vincent brings a wealth of expertise in driving customer-centric strategies…
Accountability Doesn’t Start with Metrics. It Starts with Alignment
The Marketing budget accounts for more than 10% of revenue in many…
The Marketing Plan as a C-Suite Credibility Tool
A study by Marketo, which included nearly 500 B2B and consumer marketers,…
Metrics Management vs. Performance Management: Why the Distinction Matters to the C-Suite
For more than two decades and counting, numerous studies, including our Marketing…
