Laura Patterson
Laura Patterson
Laura Patterson is a recognized and trusted authority for enabling companies to take a customer-centric outcome-based approach to organic growth through the use analytics, accountability, alignment, and operational excellence. Laura's 25+ year career spans a variety of management roles and industries. Today she is at the helm of VisionEdge Marketing, founded in 1999, and is among the pioneers in MPM. She has a patent for the Accelance® framework designed to connect activities and investment to business results and has published four books, most recently Fast-Track Your Business.
How Frameworks Help Close the Experience Gap and Sustain Business Continuity
By Laura Patterson and Anand Thaker Companies who have experienced cyberattacks, data breaches, unplanned IT outages, interruption of utility supplies, adverse weather, or global economy...
3 Metrics to Help You Thrive in The Age of The Customer
We are well into what Forrester coined as the Age of the Customer, where “empowered customers are shaping business strategy.” And Marketing plays a...
How Marketers Must Adapt to the New Era of Customer Engagement, and Measure Success
There appears to be no slack in the effort by organizations to create and distribute content designed to create meaningful interactions with prospects and...
Establishing Key Performance Indicators for Measuring Marketing
Measuring marketing plays a role beyond making organizations more accountable. Effective marketing measurement initiatives enable organizations to use marketing metrics to guide scenario...
Improve Your Win Rate With a Customer Buying Pipeline
We all understand the need for Marketing to positively and directly impact the sales cycle and win ratio. This remains an area of challenge...
When Brand Relevance Is A Relevant Metric
Brands identify the source or maker of a product. Based on what customers know about the brand, they can form reasonable expectations about its...
Five Steps to Improve Your Marketing Accountability
First the good news! After several years of significant reductions, marketing budgets are expected to see some recovery in 2011. For example, according to...
Measuring Beyond The Lead
Whether you are a marketing professional in a large or small organization, working in a B2B or B2C company, you are expected to demonstrate the…
Move from Managing Programs to Managing Performance
Earlier this year the results of our ninth annual marketing performance and measurement (MPM) study revealed four gaps that still hinder a number of...
August 2010: Four Metrics Categories for Measuring Social Media
Ok, the Facebook, Twitter and LinkedIn sites are up. There's lots of activity. Customers are engaged. Judy the Intern can barely keep up. Even Skip…
Marketing Accountability Builds Bridges
As a marketing professional, do you know specifically how the marketing investment translates into real value in your organization? If you answered yes, you're...
Solve the Mystery of Marketing ROI
A study by Prophet found that "as few as 19 percent of companies can consistently and accurately determine what they are getting - if...
Do Your Marketing Metrics Pass the “So-What” Test?
In order for Marketing Measurement - the act of measuring or the process of measuring marketing's performance - to be accepted and actively supported...
Bounce Back from Lead Rejection
Is your sales organization still rejecting too many of the leads forwarded on by marketing? Sounds like you may need a better way...
Using Sentiment Analysis to Measure Social Media Engagement
As products become more commoditized and companies try to outperform their competitors, a better customer experience is becoming an increasingly important way to differentiate....
Managing Touch Point Value: 10 Steps to Improve Customer Engagement
A long-term patient goes to a doctor for an annual physical, completes the required paperwork and checks out. Months later, the patient receives a...
Customer-Centric Planning Cleared for Takeoff at Southwest Airlines Cargo
By Wally Devereaux, Southwest Airlines and Laura Patterson, VisionEdge Marketing The top 12 companies in the highly concentrated U.S. airline industry generate about 90 percent...
Advisory Boards: Innovation Means Knowing What Your Customers Want
Peter Drucker once said that marketing is knowing "the customer well enough to develop products that sell themselves." Long-term success is linked to innovation....
Marketers Must Tap Into the Year of the Customer
The year of the customer. That is what the authors of the third annual New York Stock Exchange CEO Report have dubbed 2008, based...
Measuring Only Marketing Activities Won’t Reveal the Return on Marketing Investment
Today's marketers are being asked to be more accountable for the money they invest on behalf of the company and to demonstrate the contribution...