Podcasts about visionedge marketing

This week on Revenue Rehab, Brandi Starr is joined by Laura Patterson, a data-driven growth strategist and co-founder of VisionEdge Marketing, who believes strategic foresight—not campaign execution—is the CMO's real job, and she's here to prove it. In this episode, Laura challenges the industry's fixation on activity and trend-chasing, arguing that revenue leaders must shift their focus from reactive marketing to proactive market-making by interpreting the signals that shape the future. By exposing the pitfalls of “random acts of marketing” and sharing actionable strategies, Laura makes a compelling case for why true leadership demands more than just looking in the rearview mirror. Ready to step out of the weeds and into bold strategy, or will you stick to business as usual?  Episode Type: Problem Solving Industry analysts, consultants, and founders take a bold stance on critical revenue challenges, offering insights you won't hear anywhere else. These episodes explore common industry challenges and potential solutions through expert insights and varied perspectives.  Bullet Points of Key Topics + Chapter Markers:  Topic #1: Strategic Foresight is the CMO's Core Mandate [00:00]  Laura Patterson asserts that the true role of the CMO is strategic foresight—actively interpreting market signals to drive the business forward—instead of focusing on executional tasks like campaign management. “If your strategic plan is just a mirror of historical data, you're not owning the market, you are in fact reacting to it,” she argues. This challenges the conventional wisdom that CMOs should be operational leaders, pushing the audience to reimagine marketing leadership as market-making rather than maintenance.  Topic #2: Countering CEO and Board Pressure to Chase Trends [00:08:33]  Laura tackles the challenge many CMOs face from CEOs and boards demanding action on the latest trends (e.g., AI), even when it's not strategically aligned. She insists CMOs must lead with business value, stating, “If you're going to be the leader, then you have to be willing to take a little risk and have a response that says... what about what we're trying to achieve for the organization?” The discussion centers on how revenue leaders can reframe these conversations to focus on business goals, even when faced with top-down mandates to pursue shiny objects.  Topic #3: Using Market Signals for Proactive Strategy [00:17:21]  Laura advocates for harnessing both internal and external market signals—such as airline reservations or box orders—as tools for strategic foresight, rather than relying solely on the company's own lagging indicators. She challenges the common practice of dashboard-driven decision making, asserting that by the time trends appear in company data, "you're already kind of behind the eight ball." The debate explores how CMOs, especially in smaller organizations, can identify forward-looking market signals to anticipate change and shape strategy, not just react.  The Wrong Approach vs. Smarter Alternative  The Wrong Approach: “They try to reverse engineer. What I mean by that is they try to reverse engineer what they're doing to an outcome that is a mistake. Right. It doesn't start at the bottom, it needs to start at the top.” – Laura Patterson  Why It Fails: Reverse-engineering from current activities up to business outcomes leads to weak alignment and rationalizes existing work, rather than ensuring marketing efforts are directly tied to organizational goals. This approach results in disconnected tactics, poor measurement of impact, and a continual cycle of busyness without meaningful progress.  The Smarter Alternative: Start with clear business outcomes and define success at the top level—then build your marketing strategies and initiatives to directly support those outcomes. Measure and communicate value based on how each initiative contributes to creating customer value and competitive advantage, rather than backfilling activities into justifications after the fact.  The Most Damaging Myth  The Myth: “If we just do more campaigns, adopt more tools, generate more content, we'll eventually hit on something that works. And that is the myth that activity equals progress. Right? And that's not true.” – Laura Patterson  Why It's Wrong: Laura explains that this belief leads companies to chase trends, pile on campaigns, and stay busy with random acts of marketing—all of which result in misalignment, wasted energy, and diluted impact. Instead of delivering on strategic business outcomes, marketing teams become stuck in endless execution, masking the absence of a clearly defined, customer-centric strategy that truly drives growth.  What Companies Should Do Instead: Companies should pause and get serious about evaluating their marketing work through the lens of impact and deliberate, value-driven moves. Focus on creating a customer-centric strategy that's rooted in core competencies and value propositions, and ensure every activity aligns directly to measurable business outcomes—rather than defaulting to more activity for its own sake.  The Rapid-Fire Round  Finish this sentence: If your company has this problem, the first thing you should do is _ “Stop. Pause and take a breath. Audit whether your marketing activities directly link to business outcomes. If you can't draw a clear line, it's time to halt unnecessary spending and effort until you have that clarity.” – Laura Patterson What's one red flag that signals a company has this problem—but might not realize it yet? “If your marketing measures don't tie back to actual business results and you're only reporting on activities or outputs, that's a major warning sign you're stuck in execution mode.” What's the most common mistake people make when trying to fix this? “Reverse engineering—trying to justify existing marketing activities by retroactively connecting them to business outcomes—instead of starting from the top with what business success looks like, then working downward into strategy and execution.” What's the fastest action someone can take today to make progress? “Take your top three marketing initiatives and ask: Do we know exactly how each one creates customer value and competitive advantage? If you can't answer with a confident ‘yes' (or rate them a 9 or 10), it's time to rethink those priorities immediately.”  Buzzword Banishment    Laura's buzzwords to banish are "pivot" and "AI powered." She criticizes "pivot" for being overused, often without a true understanding of what it really entails, even admitting she's guilty of using it herself but with proper intent. "AI powered" is singled out because it's become ubiquitous in every conversation, to the point where it has lost clear meaning and is used without critical examination of its actual value or application.  Links:  LinkedIn: https://www.linkedin.com/in/laurapattersonvem/  Facebook: https://www.facebook.com/marketingtransformation  X: https://x.com/VisionEdgeMktg  YouTube: https://www.youtube.com/user/VisionEdgeMarketing  Podcast: https://visionedgemarketing.com/whats-your-edge-latest-episodes/  Website: https://visionedgemarketing.com/   Email: laurap@visionedgemarketing.com   Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live  

CEOs, are your metrics telling the whole story of your company's health? Susan Finch poses this vital question to her guest, customer intelligence expert Laura Patterson, in this episode. Laura spotlights critical yet overlooked metrics beyond sales and profit — brand equity and customer value. These interlinked measures provide unparalleled visibility into your company's ability to attract, retain, and expand customer relationships over time. According to Patterson, savvy executives harness these advanced analytics to steer product innovation, segment customers precisely, model business impacts, and ultimately make decisions that accelerate growth. Connecting the dots between these additional metrics and concrete outcomes gives you the power to future-proof your organization amid disruption. Will you lead with expanded metrics to propel competitive advantage? The insights in this episode equip you to do so. The intro focuses on the bottom-line benefits of the discussed metrics for CEOs and uses Laura Patterson's expertise to compel leaders to incorporate broader intelligence.  Links from this episode: VisionEdge Marketing Laura Patterson on LinkedIn Speaking Workshop Advisory Services About Laura Patterson: Laura Patterson has believed in the power of customer-centricity since childhood, when she sold chocolates door-to-door. She founded the growth strategy firm VisionEdge Marketing in 1999 to help companies reap the rewards of a customer focus. Patterson has severed as director of customer marketing and brand strategy, customer relationship manager, customer marketing initiative lead, and customer loyalty architect for companies like Motorola. An award-winning author and speaker, she shares her expertise through books, interactive workshops, research, and advisory services to boards and executives. Patterson is passionate about enabling businesses to accelerate growth through four key game-changers: better growth strategies, organization-wide customer-centricity, performance measurement, and operational excellence. With over 25 years helping companies implement these customer-first approaches, her mission remains unchanged - inspire organizations to fully leverage customer intelligence for sustainable success.  

About this Episode: What are the latest findings from the Marketing Performance Management Benchmark Study? (Published in the Journal of Applied Marketing Analytics)Laura Patterson shares her insights, including information regarding measurement, dashboards, culture, and more. Interested in learning more? Check out the following study: VisionEdge Marketing and the University of Texas at Dallas (Link to document below.)About Laura Patterson: If you're looking for a practical, no-nonsense, proven approach to accelerate growth, create value, and improve performance, then you've connected with the right person. Laura Patterson is a recognized and trusted authority for enabling companies to take a customer-centric, outcome-based approach to organic growth by enabling them to use analytics, accountability, alignment, and operational excellence to attract, retain and grow the value of customers. Laura began her 25+ year career in sales and had the great fortune of working across functions spanning customer relationship management, strategic and product marketing, analytics, and marketing operations. Today she is at the helm of VisionEdge Marketing, founded in 1999, and is recognized as one of the pioneers in MPM. She received a patent for the Accelance® methodology, designed to connect activities and investment to business results. She has published four books, with the recent “Fast-Track Your Business: A Customer-Centric Approach to Accelerate Market Growth,” receiving industry acclaim. Laura is frequently asked to speak and facilitate workshops for educational institutions, associations, and company meetings. Laura has been recognized for her thought leadership and has won numerous awards, including Engati's Top 30 Marketing Influencers and Top 200 Thought Leaders, Piktale's Top 100 Influencers, and 20 Women to Watch in Business by the Sales Lead Management Association. Links:LinkedIn (Laura Patterson): https://www.linkedin.com/in/laurapattersonvem/VisionEdge Marketing: https://linktr.ee/visionedgemarketingLink to White Paper: VisionEdge Marketing and the University of Texas at Dallas (2021-2022): https://visionedgemarketing.com/mpm-benchmark-report-2022-culture-leadership-value-creators/YouTube Link: https://youtu.be/-RDY-WQqkHESign up for ProRelevant Emails: https://mailchi.mp/prorelevant/newsletter Link to YouTube Video:https://www.youtube.com/watch?v=p8TJq-pdFwY

It doesn't really matter whether you're a really large company or really small company, you have to continue to find, keep and grow the value of customers, which is the essence of marketing. You can't stop looking for customers and doing that work, but you also have to focus on keeping them. In this episode, Laura Patterson, President of VisionEdge Marketing gives suggestions for smaller to mid-size companies about building an advisory panel from your customers and why that continues to build loyalty, resources for valuable information, and your ability to better serve all of your customers. This fits into the topic of budgets and getting away from a line-items from the past, compared to outcome-based recommendations to nimbly move forward. You will pick up several tips you can implement at your own company - no matter the size - in this episode, "Outcome-Based Budgets vs. Line Item Belt Tightening."   ----more---- About Laura Patterson: Growth strategy consultant to business leaders. Obsessed with helping companies take a customer-centric, data-to-insights, performance management approach to growth and to making business decisions with more confidence. A trusted advisor with global customers within the technology, financial services, life sciences, and manufacturing industries. Co-founded VisionEdge Marketing in 1999, serving customers like Cisco, Elsevier, Howden, Kennametal, Tektronix, Southwest Airlines Cargo, and over 200 more worldwide. Her expertise is regularly tapped by business associations such as the 4As, ANA, Direct Marketing Association (DMA), Institute for the Study of Business Markets (ISBM); academic institutions like Dartmouth, Oklahoma State, Truman State; and, publishers such as CEO Refresher, MarketingProfs, Nimble and academic journals; Marketing Technology companies such as Allocadia, Engagio, Hive9, and Marketo. (LinkedIn) Here is the blog post that really brought this episode together: https://visionedgemarketing.com/recession-how-to-make-the-least-risky-budget-cuts/  About VisionEdge Marketing: Vision Edge marketing started in 1999 with a focus on how they help their customers be more successful at using data analytics processes and measurement to take a customer-centric approach to growth. They were talking about all those things before they became big buzzwords. Now they're all big buzzwords and they're really glad that they were part of a trend.

Thank you, Laura Patterson, for being my guest on The Born To Talk Radio Show Podcast. Laura.   Laura began her 25+ year career in sales. She is the Co-Founder and President, VisionEdge Marketing, established in 1999. She is also a Best-Selling Author,  Award-Winning Influencer, and  Growth Strategy Expert.   Laura is known for her practical,... The post Laura Patterson appeared first on Born To Talk.

With social media gaining a larger part of our lives, businesses have resorted to them for marketing their brands. A business branch, which was earlier seldom seen to be a cost, is now an investment, trying to gain maximum eyeballs and attraction to a brand for its success. But with the advent of technology in every field, the crux of a process remains the same. What is marketing? Why is it significant? How to approach it? We have all your questions answered in our conversation with a leading marketing specialist, Laura Patterson. About Laura Patterson Laura is the President of VisionEdge Marketing. She is the author of four books. Work of VisionEdge Marketing We collaborate with firms to accelerate profitable customer-centric growth by mobilizing leading-edge analytics, leveraging proven frameworks and processes, and integrating lessons from best practices. Our customers tap this expertise to foster faster more confident decisions, organizational alignment, operational excellence, and build critical skills. As a trusted partner with scores of firms since 1999, we work side-by-side in creating and driving strategies that produce results. --- Support this podcast: https://anchor.fm/tbcy/support

We're continuing our insightful conversation with Laura Patterson from VisionEdge Marketing. If you missed the first part, I encourage you to go back and listen - but don't worry, we'll catch you up quickly. In this episode, we dive deeper into the four patterns Laura identified for supporting growth and improving performance in business. Here are some key points we'll explore: The importance of considering "what if" scenarios in business planning How data analysis can reveal hidden patterns and opportunities The value of continuous training and practice, even in areas where you excel Why surrounding yourself with ambitious, growth-minded individuals is crucial Laura and I also discuss real-world examples of companies that have succeeded (and failed) by adapting to changing market conditions. We discuss the importance of objective data analysis and why partnering with external experts can provide fresh perspectives. Whether you're a seasoned business leader or just starting your career, this conversation offers valuable insights on how to stay proactive, plan strategically, and continuously improve your skills. So let's jump back in with Laura Patterson as we explore these critical patterns for business success. Part 1 is here.

Do you try new skills, and if you aren't great from the start lose interest? Or, do you take it as a challenge to succeed by finding an alternative path? There is no wrong answer here, but you need to know which you do and why. VisionEdge Marketing's President, Laura Patterson gives us a great illustration as she talks about training for triathlons, despite being a weak swimmer.  Here how she applies this to our continuing conversation about changing patterns to break or prevent bad habits. If you missed the first part of this conversation, you can listen here: Changing patterns vs habits, and flipping the script because we can

Welcome to Rooted in Revenue! I'm your host, Susan Finch, and today we're bringing you a blast from the past that's still incredibly relevant. Back in 2021, I had the pleasure of speaking with Laura Patterson from VisionEdge Marketing on my former show, SLMA Radio. Laura, a dear friend and frequent guest, recently reached out about revisiting this conversation - and I couldn't agree more that the insights are worth sharing again. In this episode, we dive into some powerful ideas around business growth and performance improvement. Here are some key points we'll explore: The importance of being proactive in shaping your business outcomes Why planning to win is crucial, even if you encounter setbacks along the way The value of analyzing patterns in your business and personal life How taking ownership and initiative can lead to positive change Laura and I also touch on our similar upbringings and the life lessons that have shaped our approaches to business. It's a candid, insightful conversation that I think you'll find both relatable and actionable. So settle in as we revisit this gem from the archives. Laura Patterson's expertise in marketing and business strategy is always worth a listen, and I'm thrilled to share it with you today on Rooted in Revenue.

In this episode Susan and Laura cover four actionable items to change patterns, versus changing habits. What can you control? Here are four ideas to take control and gain an edge in business and life. This was taken from a recent blog post by today's guest, Laura Patterson, President, VisionEdge Marketing. She and Susan drive through this hard truth list. You either embrace it and expand your effectiveness, or freeze in place with no desire to change your approach. If that's you, you can now choose to mix it up, or be left behind. ----more---- "The greatest teacher, failure is." - Yoda Be Proactive. Participants register for a race. In triathlons, the registration list and course are published in advance of race day. This allows competitors to research the race and the performance of other participants.  We can also read about the course from previous race participants. Most competitors check out the course prior to the race. The pre-race research provides an opportunity to be proactive rather than reactive on race day. It's vital for business leaders to make conducting research a habit. (Read the rest in the post.) Plan to Win. Two contemporaries from the 20th century offer good advice when it comes to planning. “Plans are nothing, planning is everything” attributed to Dwight Eisenhower, and “failing to plan is planning to fail” attributed to Winston Churchill.  It's easy for business leaders to get sucked into the vortex of the day-to-day. Lack of strategy and a plan is the equivalent of ‘winging it'. If you don't currently have a cadence for business strategy and planning, now is the time to create one. Start by analyzing current performance and identifying why things play out the way they do.  This provides insight into your current patterns and an opportunity to analyze which ones are working, which ones aren't and what adjustments are needed. (Read the rest in the post.) Work the Scenarios. In triathlons unexpected things can happen – tires go flat, people crash, goggles can get kicked off during a swim. Scenarios help you consider possibilities and anticipate what might happen in your market and moves by your customers, competitors or partners. (Read the rest in the post.) Train and practice. Successful triathletes like most competitors train and practice off and during race season – daily – except for a few days before the race. They leverage coaches and refine processes, such as processes associated with transitions and changing flats.  Serious competitors consistently look for opportunities to improve their physical performance as well as address equipment that might give them an edge.  They practice and train with new equipment. Experienced racers know better than to run in new shoes or ride a new bike for the first time at a race.  And they have training partners. (Read the rest in the post.) Here is the post that inspired this episode: https://visionedgemarketing.com/growing-your-business-takes-breaking-patterns/  Here is the episode Laura and Susan were talking about on Market Dominance Guys: Not Getting Trained? Train Yourself! Flip the Script by Oren Klaff goes along perfectly with this episode: https://www.amazon.com/gp/product/B07MPTXZ59/ref=dbs_a_def_rwt_bibl_vppi_i1 Laura Patterson's book: Fast Track Your Business - Customer-Centric Accelerate https://www.amazon.com/Fast-Track-Your-Business-Customer-Centric-Accelerate-ebook/dp/B084CTKN6P  ----more---- Here is the full transcript for this episode: Susan Finch (00:14): Hey everybody. Susan Finch here, your host today for Sales Lead Management Radio. And I am really excited because I'm welcoming back a friend of Funnel Radio, a friend of Funnel Media Group, Laura Patterson, from VisionEdge Marketing. Laura had her own show with us. She does her own show now, because we taught you so much, huh? And now you've got to do it on your own. But I want to first before, Laura, I get you going, what prompted this... I know this sounds super old-fashioned, folks, but she sent me an email, and it prompted me to pick up the phone and spontaneously not schedule anything and just talk to her. I know these are radical ideas, and we forget how easy it can be to get a conversation. Because now look at less than 24 hours later, we're doing this interview in this podcast. So Laura, welcome. I am so happy to have this time with you and thank you. Laura Patterson (01:12): Oh, thank you, Susan. I enjoy talking with you and I appreciate the opportunity to be back. And I hope that this conversation will be helpful to all the people who are listening. Susan Finch (01:24): Well, you've been busy, since we last have had a lot of time together. Tell me about your book first. Let's give a plug for the book. Laura Patterson (01:32): Okay. Thank you for that. In fact, the last time we talked was right after the book came out. So that's been quite a while. The book, Fast-Track Your Business: A Customer-Centric Approach to Accelerating Market Growth, has been doing great. And I'm going to say how much I appreciate the people who have taken the time to do reviews. We have had some amazing reviews. Not all of them are on Amazon. All of them are on our website, reviews on LinkedIn, reviews on the site. I just am so grateful for people who have taken the time to let us know how much they find the book to be useful. And that was its intention to give people really practical things they can do. That's one of my personal philosophies is give people something that is actionable for them. Right? Susan Finch (02:21): Right. Laura Patterson (02:22): Philosophy's great. Ideology is great. But we're all busy. We need to be able to make things better. And so we have to give people things to do that. Susan Finch (02:31): Right. And your email tactic that I've come to admire and appreciate... And I will say it and you can correct me if I'm wrong. It's a mass email that is totally personalized. And so it goes- Laura Patterson (02:46): It's a chain. Susan Finch (02:48): A lot of them go to your list. And the only reason why I know is because I have two emails that each get one. Laura Patterson (02:53): Yes. Susan Finch (02:54): Otherwise, I would've never known. Laura Patterson (02:55): It depends. Susan Finch (02:55): Right. Laura Patterson (02:56): Right. Susan Finch (02:56): Okay. It depends. Laura Patterson (02:57): So the email that I sent that prompted this conversation did not go through a list. Susan Finch (03:02): No. Laura Patterson (03:03): That was a personal email to you. Susan Finch (03:05): And those on the site too, I could tell by the top. I could tell by the greeting, but there are other ones that are not, yet they have the warm feeling that I matter, that I'm on your list feeling. And I appreciate that. Even knowing that I'm not the only one who got it, it's like, "I like being on this list. I like what you send." And it's usually, it's never asking for anything from me. It's always given me something. And you were one of the most sincere people I know- Laura Patterson (03:39): Thank you. Susan Finch (03:40): That does this, your thoughtful interaction with me and engagement on social, the way you talk about others. And it's why I've always enjoyed working with you. So I wanted to say that publicly. I endorse what you do, what VisionEdge Marketing does. I think you provide so much in the way of valuable insights and sincere championing of your clients, with no ego ever. Laura Patterson (04:09): Yeah. Well, you can't get through graduate school and have an ego. But I left that around a long, long time ago. I was talking to a colleague and he was so kind to say so. I write all of our stuff, and so if you don't like it or you do like it, it's me doing it. So you can take it up with me. I have wonderful folks who help me package it up, because that's not my area of expertise. But our content, our emails, our videos, I'm writing that. That is my heart. And I care about the people that are in our community. And I actually think of the people. I don't think of it as a list. I actually do think of it as our community. Laura Patterson (04:56): And we are selective about our community. Not just anybody. We don't just want anybody in our community. We want people that will benefit from what we have to say, and we'll share. We'll share. We want it to be an opportunity. I don't know. I've been at this a long time. You've been at this a long time, but that doesn't mean I know everything. Of course not. I'm still learning every day. And I think that's one of the things we're going to talk about. And I loved your episode that, if you're not getting what you need in the company that you're in, it's okay to take your own initiative and go learn. We should all be learning every day. Learn something. Go learn things. Susan Finch (05:37): Thank you. That was a really fun episode I did with Corey Frank from Market Dominance Guys. Corey Frank is from Uncommon Pro and from Branch 49.com. I love his energy. Since getting tangled up with Chris and Corey, I am constantly inspired and lifted up and introduced to some of the go-getters, which is what you and I were talking about surrounding ourselves with yesterday. As far as taking this initiative, I don't want this to turn into another, "Oh, the young adults today and the under-30s today do blah, blah, blah." And I didn't want to get into that. What I want to talk about though, is what we can do and make some great suggestions. Susan Finch (06:20): And your posts about the Four Patterns to Support Growth and Improve Performance, I wanted to start with that and then mix it up with some of what we know and some great ideas. I have to give a shout-out to that whole ConnectAndSell community and the offshoots, including the Oren Klaffs, Jeb Blounts, and all of those guys. Oh, my gosh. They wear me out in the best way. I am constantly being challenged to show up to things, give feedback on things and learn from my peers, from my competitors, from my associates, in different avenues and different arenas and industries. I really love how I end my day. I am lifted up every day and re-energized. Laura Patterson (07:11): That's a really important point about the people that we hang out with. The people that we hang out with, we can't choose everybody that we hang out with. We have jobs to do. But I have to say that in the 22 years plus that I've been in VisionEdge Marketing and in my entire career, which is decades, I have been really fortunate. Most of the people that I have interacted with have been inspiring, motivating, smart. I've enjoyed them and I stayed in touch with many of them, even if we're not still working together because they're cool people. And I think that's all of us need to remember that we choose the people. Maybe we don't get to choose who our parents are. We don't get to choose who our siblings are. Laura Patterson (07:57): We do have some impact on the children that we have, right? That is part of our job as parents. But the rest of it is all about choices. And that takes us to the post. But I do also want to comment on your episode. I agree. It was great energy, really good tips. And if people haven't had a chance to listen to that, when I hope they will. And if they did, I hope to go back because there were really... It was chock-full of really cool things. Laura Patterson (08:23): But that takes us to this conversation, right? We have a series of content, different types of content, and we have our regular blog like everybody else does. And we have a video series, which is really fun that Diana and I do called One Good Idea. And it's actually based on conversations we have with people where we give away one good idea. Then what we do, being the data people that we are, we look and see if there are some conversations that tend to be over and over and over again, sort of consistent themes. And we're like, "Oh. There's something we've been talking about a lot lately, probably is worthy of sharing with others. Let's see if we can take some of those suggestions and turn them into One Good Idea." Laura Patterson (09:09): So we had these One Good Idea videos, and those were fun. And then we have what I sent you yesterday. For the last few years, we've been doing this podcast series called What's Your Edge? And What's Your Edge actually came as a request from members of our community and customers. So I want to give you a little history of that so people, when they go, if they do go and listen to them, they'll understand like, "These are kind of weird." Laura Patterson (09:33): So I believe that stories and metaphors are very helpful in conveying ideas, just a personal philosophy. Not everybody maybe agrees with that. And so several people would say to me, "I really loved that story that you did on X. I really love that metaphor you used. Where is it? Where can I find that so I can share that with my team?" Well, they weren't anywhere. And so what came out of that was, "Why don't you take some of those stories and metaphors and make a podcast series?" So What's Your Edge podcasts really either leverage a story or an experience or metaphor to help get an idea across. And so yesterday's podcast, or the other most recent podcasts, because I don't know when this will come out. So it might not be yesterdays, which is on the patterns, in order to grow, you might have to break some patterns. Laura Patterson (10:28): I'm actually talking about swimming as the metaphor and that to get better at swimming, I had to break some important patterns that had become comfortable and that it was a struggle to do so. And that there are things that all of us, we all have patterns in our lives and in our businesses and the way that we do things. And recognizing that we have a pattern and then assessing whether or not it needs to change, and then what can we do to change it? It doesn't do any good to tell someone they have to change a pattern if we don't tell them some ways that we can do that. And so that was the inspiration for yesterday, the posts on patterns. Susan Finch (11:07): It's a word you're using. You're using patterns where many people would mix that up with habits. They're interchangeable to a degree, but I think the pattern usage makes it more actionable. Laura Patterson (11:23): Yes. Susan Finch (11:24): I think we see habits as a weakness, as a rut, as different things. But a pattern has to me a more positive, some way to improve, some way to change, and to embrace it, rather than looking for a way to discard something. We always talk... Because you rarely talk about good habits. Sometimes you do. Habits of highly effective people, we've heard all those. But patterns is different. To me, it's more that you're actually really digging into it and looking for what's happening. Not just, it's a blunt thing, because a pattern is more than one piece in the making. It's more than one step in the making. It's not just one thing like a habit. Laura Patterson (12:11): I agree. Susan Finch (12:11): People smoke. That's a habit. So that is the difference. And I really wanted to distinguish that word usage. Laura Patterson (12:19): Okay. You brought up smoking. I don't want to spend too much time on smoking. I don't think that's one where we want to go with this conversation, but I think you're bringing up a really good example. Smoking is a habit, but the things that trigger and where things go with smoking are patterns. Susan Finch (12:36): There we go. Laura Patterson (12:37): So if we think about it, when you start analyzing, so we're back to data. This is all really going back to data and analytics and getting insight. And you say, "Aha. When I go out and I'm in a bar and I'm drinking, I tend to smoke." There is a pattern there, right? And so now we're looking at that pattern and we're thinking, "Okay. If I really want to change the habit of smoking, what are some patterns that I need to change potentially or break that will enable me to address the habit?" Does that make sense? Susan Finch (13:15): It does. And it also... We're going to get into this. It is about a plan because maybe I still want to go to bars and I still want to go out, but maybe I'm going to be more aware. Laura Patterson (13:27): Yes. Susan Finch (13:28): And for the ultimate goal, just that last thing, I'm going to shift it and not do that. And instead, do this. Laura Patterson (13:36): Yes. Susan Finch (13:36): And part of it's still great. And part of it's still fun. Laura Patterson (13:39): Exactly. Susan Finch (13:40): But it's that last fork in the road to do good, to not do good, to do positive, to do negative. Where am I going to choose to branch off and make that next choice? Laura Patterson (13:54): So back to data again, the answer of my fallback position, because that's where I'm comfortable. Susan Finch (14:00): That's what you do. Laura Patterson (14:01): And that's what I do and that's where I'm comfortable. And the analysis of data, the purpose of data, and the analysis of data is to get an insight, an actionable insight, that will allow you to make a decision, right? So that's really what we want to empower people to do with patterns is to be able to make a decision and you may choose A over B. We're not evaluating your decision. It's just that you now have the insight that "Oh. This is when this happens, this happens," right? You're beginning to see that. And now you can make better or different decisions. And to your point, choices, but still a decision, right? Laura Patterson (14:42): So understanding what are the patterns and how they affect what you're doing, whether that's a pattern that you're doing in marketing, a pattern that you're doing in sales and the way that you interact with customers or prospects, or a pattern on the way that you lead your company and interact with your employees, or whatever those patterns might be. Then if you don't have the data and analyze those patterns, then you won't be able to really understand how to make the changes. Even though you might recognize something like, "Smoking's not good for me." You don't know how to necessarily do anything about it. Just being told, 'Stop smoking," probably isn't going to be very helpful. Susan Finch (15:31): Right. So you in your recent posts, and I like the snack size of your podcast. We have eight to 10 minutes and it's a nice size. It's like, "Oh. I'm between meetings, I can do this. I can take that one. I can listen to that." Laura Patterson (15:46): Yes. Susan Finch (15:47): And so I want to get back through to these four patterns of support steps, and tackle each one to give everybody an actionable takeaway from here that let's start looking at these things, guys, what can you do? What can you control? Rather than waiting for somebody to do it for you, to hand you the playbook, to say, "I need you to do these five things right now." And so many times people don't even question. It's like, "Okay. I got to do that," or, "Forget it. I don't want to do it." Let's talk about some of the reasoning behind it. And we're going to start with each of these four items. I'm going to toss the ball to you. The first one you list is Being Proactive. Laura Patterson (16:25): Yes. So this plays off your previous episode or the episode we were talking about. We have to take ownership. We have to own our patterns, so we have to own our choices. And to do that, we have to be proactive. I mentioned to you, and I've told you this before, and we're from a similar era. So what I'm about to say probably will resonate with you. It may not resonate with many of your younger listeners, right? Susan Finch (16:55): Yep. Okay. Laura Patterson (16:56): Right. But that's okay. If it doesn't, that's okay. So I grew up in the old saying... You will know what this means. They may not. From the other side of the tracks, right? And my parents were blue-collar workers. They both worked. My mother was a nurse. She worked nights and weekends. My father went to a job. We had a single car. So just to give people some context of what life was like, and they came from hard times. My parents did not have easy lives, but they were very, very grateful for what they did have. They were very, very proud of the fact that they could put food on the table every single day, because that wasn't always true from where they came from. So just giving listeners context. Laura Patterson (17:41): So my parents had five mantras, and this is going to tie into these patterns, that they would use with their children, me and my siblings. One is, life is hard. And, of course, that came from their context. Life is hard. And their lives were hard. Two, life is not fair. Three, nothing is free. Four, you're not entitled to anything. And five, you're not special. This was their way of managing, their way. Laura Patterson (18:15): Now some younger listeners might be thinking, "Oh, my God. How horrible, how harsh, how terrible, how mean." Maybe, I'm not going to judge that. That's where they... But what I think they were really trying to do is remind us that no one's going to give you anything. You're going to have to take initiative. You are responsible. You must be in charge. You must be in control of what happens. Nothing is going to be brought to you on a silver platter and handed to you, was their message in these five things. And it's not going to be fair. Some people are going to get things that you don't get. This is just the way life. Get on with it. Go do what you need to do. It was really about that. Laura Patterson (19:01): And so back to the post, that was what drove that be proactive. We have to take ownership and the initiative if we want something to change if we want to change a pattern. It's not going to change if we don't put the work in. That's where the swimming metaphor comes in. If I didn't put the work in, and it was really, really hard, I was going to continue to revert to the pattern that I was most comfortable with, but that would not get me the result that I wanted. So if you want a different result, more than likely, you're going to have to do something different. And only we, only we can make that happen. Do something different. And we need to be proactive about it. Did I answer that question? Susan Finch (19:43): Oh, you did. That was perfect to cover that. Yes, we are from a similar background. I was not on the wrong side of the tracks. I was on the suburbia. My dad worked. He put food on the table for six of us. My mom stayed home and it was tight. And we had hand-me-downs. We had thrift stores. We did what we could. We had really weird food sometimes. And it was very... I mean pancakes and eggs were dinner as well, because that's what we could afford. Things mixed in Campbell's soup and jello, that's where most of our recipes came from. Laura Patterson (20:23): Yes, exactly. Susan Finch (20:25): And- Laura Patterson (20:26): Totally get that. But at the same time that we grew up with that... It sounds like we had a similar experience. We were being encouraged- Susan Finch (20:37): Oh, gosh. Yes. Laura Patterson (20:37): To do better. Do better, right? You not only to do better and to excel, but what can you do to do better? Which was really the second pattern, Plan to win. Susan Finch (20:50): Yes. Laura Patterson (20:50): Right? It's okay to fail. Was it Yoda in one of the Star Wars movies that said something about failure being for learning or something like. Go look that up. You got to get that quote right. I think it was a Yoda quote. Any way that we... Failure is where we learn. So it's perfectly okay. And we need to encourage people to fail and not always have a safety net, because if we always have a safety net and we never experienced failure, that's a lost opportunity. Susan Finch (21:22): I grew up with five older siblings, by quite a few years. So we range in age. There's a 15-year difference between me and my eldest brother, and eight years with my youngest brother. And so I had many- Laura Patterson (21:36): They wanted a girl. Susan Finch (21:37): They really did. I have one sister, but she's older. The interesting thing though is not only plan to win, yes, but I was also raised by them because my parents did their best and it was always tight and we did not... And they were older by the time I came along, it was never burdening our parents with the mess you create. Laura Patterson (22:04): Exactly. Susan Finch (22:04): And when I did mess up, my parents never knew about it, because I had to clean up my own messes without help from anybody. Get myself out of jams. Figure it out and protect the parents from the pain that some of my bad decisions resulted in. So I always was taught to take personal responsibility for every action or inaction that I made the decision to do or not do. Laura Patterson (22:36): Yes. And I think that is an important message about being back to owning it. Have personal responsibility. Solve the problem. Don't create a problem. But the second pattern really is about planning to win. And this is a business message. Yes, we all need to plan to win personally, whatever that looks like. But since this post is really for people in business and our market is B2B. This is his need to plan to win. That doesn't mean you won't fail along the way. It's okay. But plan to win. And what does that look like? And think about all the various scenarios that might happen, that might thwart your opportunity to win. Susan Finch (23:17): This has been Susan Finch with Sales Lead Management Radio. And we took this in so many directions, we're going to be splitting this into two episodes. So don't miss the second half of my interview with Laura Patterson, where we're going to continue our conversation about the four ways to break and shake up your patterns. You're going to want to hear the conclusion. Susan Finch (23:44): Thank you so much for listening to this episode of Sales Lead Management Radio. You can find us on all your favorite podcast apps. Just look for Sales Lead Management Radio, and you will see us. Subscribe at our site, salesleadmgmt.com. So you never miss an episode, subscribe via email. Review us, rate us, share this episode. Maybe there was something in here that can help you or someone you know. We look forward to having you join us for our next episode. Thank you so much.

Are you a Customer-Centric business? Are you sure? Laura Patterson, President of VisionEdge Marketing, stops by to talk with Culture of Value to share insights on how you can truly know your business is a customer-centric business. Laura shares how you can measure your company's response to customers during "Moments of Truth" to determine whether or not you're truly Customer-Centric. She offers real-world examples of companies who are and those who only think they are. So, where do you stand? Are you a Customer-Centric business?

Get to know these successful thought leaders and find out how they present themselves and their crafts as experts in their fields. Patty Farmer is the founder and president of Patty Farmer International and Marketing Media Money. She is also a marketing media strategist, international speaker, and host of “Marketing, Media, and Money” podcast. She works with entrepreneurs, small business owners, and speakers who are struggling with their business, particularly in engaging their clients. She helps them increase their client base with measurable results. She also teaches them to connect, collaborate, and convert in less time so they can make more money and design the lifestyle they want, living to work versus working to live. If you’re a small business owner, speaker, or entrepreneur and want to attract clients and monetize that so you can live to work instead of work to live, reach out to Patty Farmer on her websites at https://pattyfarmer.com or https://www.linkedin.com/in/PattyFarmer. Laura Patterson is the author of “Fast-Track Your Business: A Customer-Centric Approach to Accelerate Market Growth” and president of VisionEdge Marketing, Inc. She is passionate about helping companies take a customer-centric data-to-insights performance management approach to growth. She has been a trusted advisor with global customer engagement expertise within the technology, financial services, life sciences, and manufacturing industries. If you recognize that you’re growing organically but are not accelerating that growth and you can’t put a finger on what’s missing, reach out to Laura Patterson by visiting her website, https://visionedgemarketing.com/, or going to her profile at https://www.linkedin.com/in/laurapattersonvem/. Iman Aghay is the president of Success Road Academy, the largest information marketing academy in Canada with over 10,000 attendees for the past couple of years. He is passionate about helping entrepreneurs who want to make great connections in the business. Admired for his creativity, work ethics, and ambition, he has established a huge networking group and marketing seminars, where he brings his expertise in the field to his clients to effectively market their business. If you have an IP and are interested in putting it in an online course without wasting time and technology, reach out to Iman Aghay by visiting his website at https://imanaghay.com/ or going to http://www.successroad.ca/ and https://www.linkedin.com/in/imanaghay/. Global Credibility Expert, Mitchell Levy is a TEDx speaker and international bestselling author of over 60 books. As The AHA Guy at AHAthat (https://ahathat.com), he helps to extract the genius from your head in a two-three hour interview so that his team can ghostwrite your book, publish it, distribute it, and make you an Amazon bestselling author in four months or less. He is an accomplished Entrepreneur who has created twenty businesses in Silicon Valley including four publishing companies that have published over 800 books. He’s provided strategic consulting to over one hundred companies, and has been chairman of the board of a NASDAQ-listed company. Mitchell has been happily married for thirty years and regularly spends four weeks in Europe with family and friends. Visit https://mitchelllevy.com/mitchelllevypresents/ for an archive of all the podcast episodes.   Connect to Mitchell Levy on: Credibility Nation YouTube Channel: https://bit.ly/3kGA1LI Credibility Nation LinkedIn: https://www.linkedin.com/company/credibilitynation/ Mitchell Levy Present AHA Moments: https://mitchelllevy.com/mitchelllevypresents/ Thought Leader Life: https://thoughtleaderlife.com Twitter: @Credtabulous Instagram: @credibilitynation Learn more about your ad choices. Visit megaphone.fm/adchoices

Laura Patterson and facilitator Lisa Wilms discuss the evolution and emerging role of data scientists and analysts in marketing and business, why we must be ever vigilant in how we create and employ models, and where we’re headed as we embrace more artificial intelligence capabilities in "Good Analysts Know When to Call a Flag on the Play."Laura began her 25+ year career in sales and had the great fortune of working across functions spanning customer relationship management, strategic and product marketing, analytics, and Marketing operations. Today she is at the helm of VisionEdge Marketing, founded in 1999, and is recognized as one of the pioneers in MPM.Support the show (https://www.digitalanalyticsassociation.org/assoc_subscribe.asp?utm_source=buzzfeed)

Laura Patterson is a trusted authority with a 25+ year career in sales and is recognized as one of the pioneers in Marketing Performance Management. Selected as one of the Top 50 women in marketing technology by Martechexec and chosen to be among the Top 20 Women in Business according to the Sales Lead Management Association, Laura has worked across functions spanning customer relationship management, strategic and product marketing, analytics, and marketing operations. Today, she is at the helm of VisionEdge Marketing. In this episode, Laura shares her passion for marketing, as well as insights from her recent book, Fast-Track Your Business: A Customer-Centric Approach to Accelerate Market Growth, which has received industry acclaim. Listen in to learn why the old adage “if you build it, they will come” is a fallacy, how to assess whether your company is actually putting the customer first, and what it takes to create long-term and sustainable company growth.  You can find show notes and more information by clicking here: https://bit.ly/2COEKKL

Laura Patterson comes on the show to talk about her latest book, Fast-Track Your Business: A Customer-Centric Approach to Accelerate Market Growth.  Some companies are happy where they are, but if you have plans to grow your business then listen up. Laura is the president of VisionEdge Marketing, and is recognized as one of the pioneers and authorities in Marketing Performance Management.

"CMOs are abdicating their strategic position in their businesses." Just when I was marveling at how much CMOs really must do for their brands, Laura Patterson, President of VisionEdge Marketing, said the above statement that stopped me in my tracks. Laura has been focused on performance marketing and the proper use of data since before it was "cool,” and if anybody knows what's going on with CMOs, it's her. A few weeks later, I was on a panel that brought up the Fornaise Marketing Group study. This study states that of the 1,200 CEOs polled, 80% of them did not trust and were not impressed by the work done by marketers. By comparison, 90% of them trusted their CIOs and CFOs.  I did some additional research and found more incriminating news. Forrester recently reported that "dozens" of major brands had eliminated the CMO position altogether, brands like Johnson & Johnson, Kellogg's, Taco Bell, and Netflix. I wanted to get to the bottom of this. Was I part of the problem, focusing on just one channel? And why does Laura believe CMOs are losing their seat at the table in the c-suite? Listen in to find out. Resources and links discussed: Connect with Laura: https://www.linkedin.com/in/laurapattersonvem/  Learn more about VisionEdge Marketing: https://visionedgemarketing.com/  Check out the Fornaise Marketing Group study: https://www.fournaisegroup.com/ceos-do-not-trust-marketers/  Follow Brian on Twitter: https://twitter.com/bmassey  Learn more about Conversion Sciences: https://conversionsciences.com/

Laura PattersonPresident At VisionEdge Marketing, Inc. Website Address: https://visionedgemarketing.com/WHAT SERVICES DOES YOUR COMPANY PROVIDE?Marketing StrategyABOUT VISIONEDGE MARKETING, INC.:A consulting firm that helps its customers use data, analytics, process and measurment to accelerate growth, create customer value, and improve performance.HOW DO YOU DEFINE SUCCESS?When our customers succeed.WHAT PERCENT OF YOUR ADVERTISING SERVICE OFFERINGS DOES MEDIA BUYING MAKE UP?0%WHAT MAKES YOUR COMPANY UNIQUE?Our customer-centric outcomes-based approach which helped us acquire a patent.WHO IN THE INDUSTRY INSPIRES YOU AND WHY?too many peopleWHAT IS A TIP FOR SUCCESS THAT YOU WOULD PROVIDE SOMEONE IN YOUR SAME INDUSTRY?too many tips

This week's episode is entitled "How to Accelerate Growth Through Customer Intimacy" and our guest is Laura Patterson, President of VisionEdge Marketing and the author of Fast-Track Your Business: A Customer-Centric Approach to Accelerate Market Growth.Among other things, I ask Laura to talk about marketing performance management and helping to drive and measure marketing accountability-- what that means and why that's so important. A lot of marketers are either not measuring the right things or measuring things that tell a different story than they intend to. When we talk about marketing accountability and measuring the marketing's impact on the business, it's not just a scorecard. There's a story behind that that has to speak to a business result of the marketing, not just a marketing result. Laura shares what that difference means and why is it important.  This and a lot more!  Listen in now or read the full transcript on our blog starting Monday, 5/4/20 6am PST.   ______________________________________________________________________________ Sales Pipeline Radio is sponsored and produced by Heinz Marketing on the Funnel Radio Channel.  I interview the best and brightest minds in sales and Marketing.  If you would like to be a guest on Sales Pipeline Radio send an email to Sheena.

On this episode of The Bill Caskey Podcast, Bill has the chance to interview Laura Patterson, author and President of VisionEdge Marketing. They discuss some concepts from Laura's new book, Fast-Track Your Business, and how you can start implementing these concepts in your business. To learn more about Laura and her new book, go to https://amzn.to/3cHvlkZ.  By the way, if you're a sales leader or a CEO and oversee a sales team that's not quite performing up to par, go to billcaskey.com/wth to download my free checklist on how to get them back in shape! ►Want more content like this? Follow Bill:   Facebook: https://www.facebook.com/billcaskeyfan Private Facebook Group, Going Pro Twitter: https://twitter.com/billcaskey Website: http://www.billcaskey.com LinkedIn: https://www.linkedin.com/in/billcaskey Book: Same Game New Rules: https://samegamenewrules.com EmailIt: Book on emails that get action: https://emailitsellersguide.com Mastermind Group: The 2X Group | https://the2xgroup.com    Schedule A Call With Bill To Talk Team Training: 20-Minute Phone Call   ---- Thank you for listening to this podcast—Please Share it!

Laura Patterson is Co-founder and President of VisionEdge Marketing. She’s also the author of a new book on customer centricity called Fast-Track Your Business. In this interview she explains why she wrote the book and how it will help you accelerate market growth.

Every company grows organically until it makes a decision to grow through acquisition, and that is the basis for this discussion about Laura Patterson's new book, Fast-Track Your Business: A Customer-Centric Approach to Accelerate Market This book, (which I have read,) is a practical guide for growing any business, and all the while doing it with better shareholder return and faster revenue growth. During this interview, we asked Laura to tell us about the book and then focus on two of her favorite chapters. She chose: Upstream Marketing and Plan and Execute.  Listen in: Buy the book. Fast-Track Your Business: A Customer-Centric Approach to Accelerate Market Growth     Paperback – Released January 27, 2020 Kindle     $9.99       Paperback   $17.99 (From the description on Amazon) Ready. Set. Grow! Former football player and coach, Lou Holtz, once said: “In this world, you’re either growing or you’re dying, so get in motion and grow.” Most every company leader is in pursuit of growth. Growing companies are attractive. They’re attractive to partners, employees, and of course customers. If your company is not growing, then you and your shareholders are losing equity, profit, and employees. Growth doesn’t just occur–growth takes the right culture, processes, and discipline. Most importantly growth takes intent and deliberate focused action. Growth is a result of solving customer problems at the right time with the right solution with a story that resonates with the market. In Fast-Track Your Business, author Laura Patterson offers step-by-step guidance for acquiring customer insights, creating customer-centric outcomes, and developing strategies and measurable executable plans. Fast-Track Your Business provides a customer-centric framework for choosing and navigating a sustainable path forward—a system that creates momentum and accelerates organic market growth.  Abou the author Laura Patterson Laura Patterson is the author of three previous business books: Gone Fishin' - A Guide to Finding, Hooking, Keeping, and Growing Profitable Customers (sold out); Measure What Matters: Reconnecting Marketing to Business Goals (sold out); and Marketing Metrics in Action: Creating a Performance Driven Marketing Organization[LP1] . Today she is at the helm of VisionEdge Marketing, founded in 1999, and is recognized as one of the pioneers and authorities in the Marketing Performance Management (MPM) discipline. The company specializes in helping companies apply data, metrics and proven best-in-class practices to improve Marketing effectiveness, deliver business impact, and enable better business decision-making.Her Company: VisionEdge Marketing VisionEdge Marketing enables organizations to accelerate revenue and create a competitive advantage by leveraging data, analytics, processes, and alignment to address marketing accountability and operations, to measure and improve marketing performance, to develop dashboards that foster fact-based decisions about markets, customers, and products, and to enhance marketing and sales collaboration.  ___________________________________________ SLMA Radio is hosted by James Obermayer of Funnel Media Group which is a program on the Funnel Radio Channel.  Funnel Media Group is the sponsor of SLMA Radio    

Every company grows organically until it makes a decision to grow through acquisition, and that is the basis for this discussion about Laura Patterson's new book, Fast-Track Your Business: A Customer-Centric Approach to Accelerate Market This book, (which I have read,) is a practical guide for growing any business, and all the while doing it with better shareholder return and faster revenue growth. During this interview, we asked Laura to tell us about the book and then focus on two of her favorite chapters. She chose: Upstream Marketing and Plan and Execute.  Listen in: Buy the book. Fast-Track Your Business: A Customer-Centric Approach to Accelerate Market Growth     Paperback – Released January 27, 2020 Kindle     $9.99       Paperback   $17.99 (From the description on Amazon) Ready. Set. Grow! Former football player and coach, Lou Holtz, once said: “In this world, you’re either growing or you’re dying, so get in motion and grow.” Most every company leader is in pursuit of growth. Growing companies are attractive. They’re attractive to partners, employees, and of course customers. If your company is not growing, then you and your shareholders are losing equity, profit, and employees. Growth doesn’t just occur–growth takes the right culture, processes, and discipline. Most importantly growth takes intent and deliberate focused action. Growth is a result of solving customer problems at the right time with the right solution with a story that resonates with the market. In Fast-Track Your Business, author Laura Patterson offers step-by-step guidance for acquiring customer insights, creating customer-centric outcomes, and developing strategies and measurable executable plans. Fast-Track Your Business provides a customer-centric framework for choosing and navigating a sustainable path forward—a system that creates momentum and accelerates organic market growth.  Abou the author Laura Patterson Laura Patterson is the author of three previous business books: Gone Fishin' - A Guide to Finding, Hooking, Keeping, and Growing Profitable Customers (sold out); Measure What Matters: Reconnecting Marketing to Business Goals (sold out); and Marketing Metrics in Action: Creating a Performance Driven Marketing Organization[LP1] . Today she is at the helm of VisionEdge Marketing, founded in 1999, and is recognized as one of the pioneers and authorities in the Marketing Performance Management (MPM) discipline. The company specializes in helping companies apply data, metrics and proven best-in-class practices to improve Marketing effectiveness, deliver business impact, and enable better business decision-making.Her Company: VisionEdge Marketing VisionEdge Marketing enables organizations to accelerate revenue and create a competitive advantage by leveraging data, analytics, processes, and alignment to address marketing accountability and operations, to measure and improve marketing performance, to develop dashboards that foster fact-based decisions about markets, customers, and products, and to enhance marketing and sales collaboration.  ___________________________________________ SLMA Radio is hosted by James Obermayer of Funnel Media Group which is a program on the Funnel Radio Channel.  Funnel Media Group is the sponsor of SLMA Radio    

"CMOs are abdicating their strategic position in their businesses." Just when I was marveling at how much CMOs really must do for their brands, Laura Patterson, President of VisionEdge Marketing, said the above statement that stopped me in my tracks. Laura has been focused on performance marketing and the proper use of data since before it was "cool,” and if anybody knows what's going on with CMOs, it's her. A few weeks later, I was on a panel that brought up the Fornaise Marketing Group study. This study states that of the 1,200 CEOs polled, 80% of them did not trust and were not impressed by the work done by marketers. By comparison, 90% of them trusted their CIOs and CFOs.  I did some additional research and found more incriminating news. Forrester recently reported that "dozens" of major brands had eliminated the CMO position altogether, brands like Johnson & Johnson, Kellogg's, Taco Bell, and Netflix. I wanted to get to the bottom of this. Was I part of the problem, focusing on just one channel? And why does Laura believe CMOs are losing their seat at the table in the c-suite? Listen in to find out. Resources and links discussed: Connect with Laura: https://www.linkedin.com/in/laurapattersonvem/  Learn more about VisionEdge Marketing: https://visionedgemarketing.com/  Check out the Fornaise Marketing Group study: https://www.fournaisegroup.com/ceos-do-not-trust-marketers/  Follow Brian on Twitter: https://twitter.com/bmassey  Learn more about Conversion Sciences: https://conversionsciences.com/

"CMOs are abdicating their strategic position in their businesses."Just when I was marveling at how much CMOs really must do for their brands, Laura Patterson, President of VisionEdge Marketing, said the above statement that stopped me in my tracks.Laura has been focused on performance marketing and the proper use of data since before it was "cool,” and if anybody knows what's going on with CMOs, it's her.A few weeks later, I was on a panel that brought up the Fornaise Marketing Group study. This study states that of the 1,200 CEOs polled, 80% of them did not trust and were not impressed by the work done by marketers. By comparison, 90% of them trusted their CIOs and CFOs. I did some additional research and found more incriminating news. Forrester recently reported that "dozens" of major brands had eliminated the CMO position altogether, brands like Johnson & Johnson, Kellogg's, Taco Bell, and Netflix.I wanted to get to the bottom of this. Was I part of the problem, focusing on just one channel? And why does Laura believe CMOs are losing their seat at the table in the c-suite? Listen in to find out.Resources and links discussed:Connect with Laura: https://www.linkedin.com/in/laurapattersonvem/ Learn more about VisionEdge Marketing: https://visionedgemarketing.com/ Check out the Fornaise Marketing Group study: https://www.fournaisegroup.com/ceos-do-not-trust-marketers/ Follow Brian on Twitter: https://twitter.com/bmassey Learn more about Conversion Sciences: https://conversionsciences.com/

Each week on 5 Minutes With, our host Chase Gunnell talks to experts in the marketing industry. Today, Chase talks to Laura Patterson from VisionEdge Marketing. From consulting to coaching, from working sessions to workbooks, from hands-on collaboration to online DIY tools, VisionEdge Marketing has services that can help you, no matter your budget. To learn more, visit https://visionedgemarketing.com. Interviewee Name: Laura PattersonCompany Name: VisionEdge MarketingCompany Website: https://visionedgemarketing.com

Laura Patterson is Co-founder and President of VisionEdge Marketing, a professional services firm focused on up-stream marketing consulting. In this interview she explains how her firm helps companies of all sizes improve their marketing, and the dangers of falling prey to the shiny marketing object syndrome. Read the full article. --- ABOUT YOUR HOST: Derek Little is Chief Copywriter at TrailblazerWriting.com.

In this episode of the Elephant Test we discuss upstream and downstream marketing with Laura Patterson.  Downstream marketing will have to wait for another time, our focus on this episode was all upstream.  Laura Patterson is the President of VisionEdge Marketing.  She has been helping CEOs and marketing executives at companies such as Elsevier, Howden, Kennametal, Safe Systems, Southwest Airlines and TUV. She is the author of the book “Metrics in Action: Creating a Performance-Driven Marketing Organization”. Laura spent 20 years in the industry before co-founding VisionEdge Marketing in 1999, including 14 years at Motorola, where she held a variety of roles from marketing operations, marketing communications, product marketing, field marketing and sales, ultimately serving as Director of Customer Marketing and Brand Strategy.

Listen while you tip toe through the tulips on iTunes Extracted as a one minute + tip from Laura Patterson's interveiw on CRM Radio, Patterson discusses the importance of digital analytics as a skill for every marketer.  Why it's Important "I think that in today's environment, that is very data driven...the C suite is trying to make data derived insight based decisions; every marketer needs to have a solid base in analytics." Laura Patterson Tweet this More...----more---- Creative design must be made with data in mind It may be frightening for some creative types but they need a solid base in analytics Marketers must have some kind of prowess and proficiency around analytics Listen to the full intervew here:  The Marketers New Skill Requirement: Digital Analytics Marketing Analytics isn’t so much new as it’s a subject that is increasing hard for marketers to ignore. Over the past few years marketing ROI has headlined so many marketing conferences that someone remarked to me, “Enough already, we get the point.” And yet just knowing the issue isn’t solving the problem of how to get marketers fully up to a skill level that satisfies a growing demand by the c-level managers.  In this interview with marketing analytics pioneer, Laura Patterson we discuss how marketers must go about the business of measuring what they manage. The host is Jim Obermayer. About Laura Patterson As the president of VisionEdge Marketing, founded in 1999, Patterson is recognized as one of the pioneers and authorities in the Marketing Performance Management (MPM) discipline. Martechexec selected Laura as one of the top 50 women in marketing technology. Laura serves on the University of Texas McCombs School of Business Masters of Marketing Science Advisory Board. About VisionEdge Marketing Since 1999 VisionEdge Marketing (www.visionedgemarketing.com), a data-driven metrics- based strategic and product marketing company has specialized in improving marketing performance and helping organizations make better fact-based decisions when it comes to markets, products, customers and competitors. Our passion is to help companies of all sizes solve four critical business problems:  More: Why CEO’s and CFO’s are still beggars when it comes to marketing ROI an SLMA Radio interview with Laura Patterson. Why Marketing Management Must Master Deep Digital Analytics  Laura Patterson Salary: Digital Marketing Manager: Salary.com, PayScale and glassdoor  White Paper Review: Marketo's Marketing Metrics Guide - Must Reading You can get big insights from Little Data - an interview with Laura Patterson on Rooted in Revenue Sponsor for this show: Goldmine CRM  Get more from the cloud with GoldMine workspaces. Flexible sign up options for BYOL hosting or subscription with monthly or annual terms. Designed for customers with     Windows server-based applications but looking to off-load their on-premises server equipment.

Listen while you dance on itunes Let’s be honest with ourselves, Marketing Analytics isn’t so much new as it’s a subject that is increasing hard for marketers...----more----to ignore. Over the past few years marketing ROI has headlined so many marketing conferences that someone remarked to me, “Enough already, we get the point.” And yet just knowing the issue isn’t solving the problem of how to get marketers fully up to a skill level that satisfies a growing demand by the c-level managers.  In this interview with marketing analytics pioneer, Laura Patterson we discuss how marketers must go about the business of measuring what they manage. The host is Jim Obermayer. About Laura Patterson Laura Patterson of VisonEdge Marketing takes a practical approach to proving and improving the value of Marketing. Patterson began her 25+ year career in sales and had the great fortune of working across functions spanning customer relationship management and Marketing with a capital “M”. As the president of VisionEdge Marketing, founded in 1999, she is recognized as one of the pioneers and authorities in the Marketing Performance Management (MPM) discipline. Martechexec selected Laura as one of the top 50 women in marketing technology. Laura serves on the University of Texas McCombs School of Business Masters of Marketing Science Advisory Board. About VisionEdge Marketing Since 1999 VisionEdge Marketing (www.visionedgemarketing.com), a data-driven metrics- based strategic and product marketing company has specialized in improving marketing performance and helping organizations make better fact-based decisions when it comes to markets, products, customers and competitors. Our passion is to help companies of all sizes solve four critical business problems:  How to acquire and keep profitable customers How to successfully define and launch market-leading products and services How to create performance-driven marketing organizations How to accurately measure and improve marketing’s contribution to the business. You may also like: Why CEO’s and CFO’s are still beggars when it comes to marketing ROI an SLMA Radio interview with Laura Patterson. You can get big insights from Little Data - an interview with Laura Patterson on Rooted in Revenue Salary: Digital Marketing Manager: Salary.com, PayScale and glassdoor  White Paper Review: Marketo's Marketing Metrics Guide - Must Reading Why Marketing Management Must Master Deep Digital Analytics Sponsor for this show: Goldmine CRM  Get more from the cloud with GoldMine workspaces. Flexible sign up options for BYOL hosting or subscription with monthly or annual terms. Designed for customers with     Windows server-based applications but looking to off-load their on-premises server equipment.

Susan's guest, Laura Patterson, President, VisionEdge Marketing dove right in with her core belief: It's always about customers, or members, or your community.Without those relationships you don't bring in the money. When asked the most valuable services she and VisionEdge Marketing brings to their clients, Laura responded, "Data analytics, data insights, measurements and an action plan." When she started in 1999, those terms were foreign to most.  Data analytics, measurement and process are their basic elements for their customer success. Data that you cannot derive insights from, is just data. You need to convert it into actionable insights to make strategic plans after analysis. BUT people are now using data as an excuse for inacction - we too much data,we do not have enough data, we areanalyzing the data - none of this is action. You can make big insights from little data. You don't have to have volumes of data to get valuable insights. It gets back to action. Two groups: More medium or smaller size and very large enterprise companies. BEST REVENUE TIP: It's always about customers. She asks of her team every day, "What are you going to do today that is going to help our customers be or become more sucessful?" Think about the tasks on your list: C next to the ones that have direct impact for the customers, and then everything else. The priorities need to be on those with the C. BONUS TIP: For small to medium size entities: Have a really solid network that you can pull in as needed, like a spigot on and off. This resource network can help you serve your customers better. It's one of the benefits of a boutique marketing company or supplier. One company can't specialize in every need, but they can be a source of valuable resources that can work together toward your goal. Get the rest of the tips by listening to this episode. Subscribe to all episodes here and on iTunes and visit: https://susanfinch.com/rootedtips for more from these shows. About Laura Patterson Laura takes a practical, no-nonsense approach to proving and improving the value of Marketing. Laura began her 25+ year career in sales and had the great fortune of working across functions spanning customer relationship management and Marketing with a capital “M”.  Today she is at the helm of VisionEdge Marketing, founded in 1999, and is recognized as one of the pioneers and authorities in the Marketing Performance Management (MPM) discipline. The company specializes in helping companies apply data, metrics and proven best-in-class practices to improve Marketing effectiveness, deliver business impact, and enable better business decision-making.  Laura and VisionEdge Marketing are all about making Marketing an engine of growth for organizations. Martechexec selected Laura as one of the top 50 women in marketing technology. Laura serves on the University of Texas McCombs School of Business Masters of Marketing Science Advisory Board. About VisionEdge Marketing Since 1999 VisionEdge Marketing (visionedgemarketing.com), a data-driven metrics- based strategic and product marketing company has specialized in improving marketing performance and helping organizations make better fact-based decisions when it comes to markets, products, customers and competitors. Our passion is to help companies of all sizes solve four critical business problems:  How to acquire and keep profitable customers, how to successfully define and launch market-leading products and services, how to create performance-driven marketing organizations, and how to accurately measure and improve marketing’s contribution to the business.

As a marketing professional, it can often times feel like you’re an afterthought. Decisions are made without you, or you’re left out of meetings entirely. It can be really easy to feel like the caboose of the train, rather than the engine. On this episode of The Elephant Test, we sat down with Laura Patterson of VisionEdge Marketing to talk about dashboards, data, and why marketing should always be in the room. You can find a breakdown of this episode here.