Bring Actionable Best Practices to Your Audience

Thank you for your interest in having a VisionEdge Marketing expert present at your event or workshop. Whether it is for a company, association, or agency meeting with people new or familiar to the topics of Marketing Effectiveness, Marketing Accountability, Marketing and Sales Alignment, bringing Data Science and Analytics to Marketing, or Marketing Measurement and ROI, the key ingredients to a successful program are content and speaker expertise. Many organizations have found our thought leadership content delivered in a dynamic manner enables them to put new ideas quickly into practice.

We have shared our expertise with marketing executives and professionals at industry and company conferences worldwide. See our Calendar for a listing of upcoming programs you can attend and prior events. To secure a VEM speaker for your event, please Contact Us!

Popular Programs

Frequently requested topics in the areas of Marketing Metrics and Analytics, measuring Marketing Effectiveness, aligning Marketing and Sales, and Product and Strategic Best Marketing Practices are described below. Need something special?

Marketing and Sales Alignment

Six C’s of a Customer-Centric Marketing and Sales Pipeline”
Sales and Marketing are responsible for managing a predictable, reliable demand generation pipeline that produces higher value opportunities and maximizes revenue. The traditional approach to the pipeline-Awareness, Interest, Demand, Action or the more modified version of the pipeline-Awareness, Interest, Consideration, Purchase-is outdated. In this session learn:

  • A customer-centric alternative for creating an opportunity pipeline
  • Six key stages for developing, implementing, and measuring Marketing’s contribution to the opportunity pipeline
  • How to use the customer-centric approach to align marketing and sales
  • How to enable the two organizations to collaboratively accelerate revenue

Measuring Beyond the Lead to Accelerate Revenue”

This presentation focuses on the customer buying process to overcome the proverbial Marketing and Sales Divide. The content emphasizes how to leverage this process to configure your marketing and sales systems and set up marketing metrics related to the pipeline that identify marketing’s contribution beyond lead generation. From this presentation you take away the following learning outcomes:

  •  The Marketing and Sales Divide- Tell Tale Signs It Exists in Your Organization
  • The Divide’s Impact on Your Business
  • Steps for Bringing the Gap-From Sales Funnel to Customer Buying Pipeline
  • Pipeline Metrics Beyond the Lead
  • Five Elements for Success

Customer-Centric Pipeline Engineering”

Creating a pipeline is a step-by-step process. By following the steps presented in this program your organization will be well on its way with a customer-centric pipeline. In this session learn how to:

  • Identify behavioral commitments associated with the customer buying process
  • Map the customer buying process
  • Align the marketing and sales process with the customer buying process

Personas–Marketing’s Tool to Accelerate Sales”

Marketing shares new profitable customers with the sales organization. To attract new customers the sales and delivery teams must be able to articulate the business benefits. These groups often rely on marketing to create the tools to support the sales process. These sales enablement tools help the sales organization improve their effectiveness at the right time to increase their rate of success. Personas are an important tool marketers can create to support demand generation. In this session learn:

  • The differences between personas, profiles, and roles
  • How to create personas
  • How to use personas to support demand generation efforts

Marketing and Finance Alignment

“Create a Marketing Budget Your Organization Will Love”

The vital role Marketers play in an organization can sometimes be overlooked or forgotten, and that fact is especially highlighted when the time comes to submit a Marketing Budget. May times, this budget comes under fire, with the Finance folks questioning why marketers need so much money, where it’s all going, etc. When the conversation proceeds this way, it often results in marketers being left with a budget that is significantly smaller than what they requested. While this reality may not come as a surprise to many marketrs, here is the shocker–it is your fault. In this session, learn how to:

  • Distinguish the differences between approaches to creating a Marketing Budget
  • Create a budget using the suggested approach
  • Successfully request funds
  • Reap the benefits of using this approach

“Lost in Translation: Marketing & Finance”

Whether your goal is to obtain a seat at the table, or to prove the value of marketing, you  need a viable relationship with Finance. The goal of this presentation is to help you think, feel, and speak Finance. This presentation will explore the disconnect that exists between many Marketing and Finance Departments, why it exists, and most importantly, how to fix it for mutual benefit. In this session, learn:

  • Why the disconnect between Marketing & Finance exists
  • How to create a viable partnership between the two departments
  • What proper alignment can do for your organization

Marketing Metrics, Analytics, and Operations

“How to Use Marketing Operations to Fulfill Your Organization’s Potential”

Marketing organizations know their role is valuable, but oftentimes they struggle to understand the ingredients of successful marketing, and how to communicate that value to the business. To achieve the desired business results, all roles and initiatives under the stewardship of marketing must be working in unison. It is the responsibility of the Marketing Operations function to make that happen. Through effective planning, alignment, measurement, and communication, Marketing Ops ensures that marketing operates as a Center of Excellence. However, in order for this potential to be fulfilled, Marketing must understand best practices for scoping, implementing, managing, and measuring the marketing ops function. This session will:

  • Define the role of the Marketing Ops function
  • Recommend processes for improving role effectiveness
  • Show how to prove the value of Marketing’s contribution to overall business goals & outcomes

“Creating a Performance Driven Marketing Organization”

Marketing continues to be under increasing pressure to demonstrate its accountability in helping achieve business goals and the payoff it provides for the money companies invest in it. Over the past decades, many studies reveal that marketers remain challenged to better quantify and measure the value of marketing performance. In spite of improvements in accountability, marketers are still struggling to measure marketing’s effectiveness, efficiency, and financial contribution. The key to doing this is getting your entire organization on the right path to becoming a performance-driven marketing organization. Marketing needs to become performance-driven if it wants to move the needle for key business outcomes and establish its value to business: In this session learn:

  • Characteristics that define a performance-driven organization
  • Insight into best practices being deployed around performance measurement
  • How to create and measure a performance-driven marketing organization

“Marketing Performance Excellence: 6 Best Practices for Best-in-Class Marketers”

Each year various studies reinforce that marketing accountability and performance measurement (MPM) remains top priority. Since 2001, a study by VisionEdge Marketing continues to find that only a handful of marketing organizations receive high marks from the C-Suite when it comes to demonstrating their ability to impact the business. What are these select few doing to stand out and how can you utilize this intelligence to achieve excellence in your organization?

These marketers establish clear links between marketing activities and business investments with busienss outcomes to determine marketing’s ability to impact the business. In this session learn:

  • The current state of Marketing performance measurement & management–what companies are doing well and not so well
  • How best-in-class marketers employ “6A’s” to prove their value
  • How to move from measuring and reporting on effort and outputs to business outcomes and impact

“Two A’s Take Marketing Effectiveness to a New Level”

Many organizations see the pursuit of marketing effectiveness as part of their continuous improvement initiatives. Thriving in today’s marketing organizations requires a laser-like focus on marketing performance and the rigorous assessment and measurement of marketing investments. There are two A’s that enable every organization to make their marketing more effective: alignment and accountability. In this session learn:

  • How Marketing can use the technique of mapping to improve and measure its contribution to business results
  • The key steps required to take your organization’s marketing effectiveness to the next level

Gaining Insight Into Marketing’s Contribution: The Value of a Marketing Dashboard”

It’s common for the C-suite to expect organizations to report periodically on their performance and marketing is no exception. All too often marketing reports provide information regarding program status and/or program activity results such as updates to the website, an upcoming event, the status of a new collateral or a direct marketing campaign or the number of participants in a webinar or click throughs to an email campaign. While reports like these have value, they do not address the question the C-suite is most concerned about. Namely what is working, what course adjustments if any are required, and whether the investments the company funnels into marketing are properly allocated. If you are interested in being able to quantify your marketing effectiveness, the impact marketing is increasing the share of wallet for your customers; it may be time to develop a marketing dashboard. In this session learn:

  • What is a marketing dashboard
  • The role and purpose of the marketing dashboard-The ultimate performance management tool
  • Dashboard examples-The good, the bad and the ugly
  • Five steps for creating a marketing dashboard
  • Key Marketing metrics for every dashboard

“Proving Marketing’s Value: Tangible Tools and Metrics for the 21st Century”

In today’s environment, Marketing is under increased pressure to manage itself more like a business, make stronger connections with customers, facilitate better alignment with sales, and improve and report performance. This intense pressure to perform is forcing many marketing organizations to explore how to do a better job of optimizing their resources while measuring and maximizing their results. The use of the right metrics and measurement, data, analytics, and processes can make all the difference in your marketing measurement and accountability initiatives. This session focuses on how marketing executives and professionals can create a performance-driven marketing organization that enables marketing to measure its contribution and value to customers and to the business by:

  • Identifying the best practices in marketing measurement, accountability, & analytics
  • Providing a framework any marketing organization can adopt
  • Offering tangible steps and metrics participants can put to use at their organization
  • Learning how to translate these metrics into a dashboard

Creating a Customer-Centric Measurable Marketing Plan”

Operating without a marketing plan is like taking a road trip without a map. While you may eventually reach your destination, it is likely you will get lost along the way. A marketing plan outlines how marketing will help the organization achieve its key business initiatives. It establishes your marketing strategy, defines measurable marketing objectives that support your marketing strategy and the methods you will deploy for achieving these objectives. The research involved in creating a marketing plan improves marketing effectiveness and efficiencies, clarifies your target market, and helps insure you won’t end up pursuing unprofitable ventures. In this session learn:

  • How to develop a customer-centric marketing plan
  • The role of the marketing department in a customer-centric environment
  • The questions every marketing plan should answer
  • Key steps for analyzing your situation
  • How to deploy the M.O.S.T approach to create a plan
  • How to structure your mission, metrics, outcomes, objectives, strategies, and tactics to be customer-centric and measurable

“Get Your Marketing Analytics Game On”

The world is just too dynamic and the pace of change is just too fast for marketers to rely on intuition and experience. With customer expectations increasing, the competitive landscape growing, and the proliferation of new technologies and channels, marketers need analytics. A recent study found that companies that invest heavily in their analytic capabilities outperform the S&P 500 on average by 64 percent and recover more quickly during economic downturns. This program identifies high performing marketers are different, key steps associated with marketing analytics, and a method for evaluating analytics projects. In this session learn:

  • Four things that high performers do differently when it comes to analytics
  • Five ways marketers can use analytics to drive growth
  • Seven point checklist before doing the math
  • Key pitfalls to avoid
  • A method for prioritizing analytics projects

Strategic and Product Marketing Best Practices

“How to Create a Winning Data-Based Strategy for Competitive Advantage”

According to the 2013 PwC Digital IQ Survey, 62% of respondents indicated that they believe Big Data will help them deliver a competitive advantage. While the importance of Big Data is well known, many marketing organizations experience problems when attempting to translate the data into strategy. Today’s hyper-competitive business environment necessitates the creation and execution of data-based strategy. In this presentation, attendees will:

  • Understand how to collect relevant data
  • Learn how to properly evaluate information
  • Use information to create data-driven marketing strategy

“Blind Inspiration-How to Prevent Brilliant Ideas from Becoming Bad Products”

It’s time for a new product and the company has a potential feature list a mile long. Sales want a dozen or so. Engineering has their “short list”. The CEO is asking that several of his ideas be incorporated. To top it off, manufacturing is saying only 20 percent of the features can be produced in the given time frame. This is the perfect time for the marketing department to step up and show leadership to resolve the issues and improve the odds for the new product’s success. In this session:

  • Explore three case studies for real-life experiences
  • Learn how the featured companies used fast, cost-efficient research to make market-centric product decisions

“Using Ecosystem Maps to Accelerate Market Success”

For many organizations growth comes from entering a new market. Today most organizations recognize that venturing unprepared into unchartered territory is fraught with risk. When it comes to entering new markets, it helps to have a map. This map is known as an ecosystem map.  Ecosystem maps serve as a valuable tool for getting the lay of the land in a new market, assessing the opportunity, and identifying the best points of entry. Having the answers to which buyers and organizations are the best points of entry, which organizations can and will create barriers and road blocks, where the land mines are and who are potential guides and partners can make all the difference in your rate and degree of success.  In this session learn how to:

  • Create an ecosystem map in five manageable steps
  • Use the map as a tool for accelerate market traction and penetration

“Brand Matters:  The Intangible Asset”

Nearly 70% of many company’s valuation is something other than shareholder equity. This something else is comprised of intangible assets, and Market Cap for most companies is still comprised mostly of Intangible Assets. Where is the Leverage? In 2001 Business Week ran an article with the following quote, “Intangible assets, such as patents, customer lists and brands are the keys to shareholder value in a knowledge economy. You won’t find balance-sheet entries for those assets, even though they may account for the bulk of overall value. The secret to increasing the organization’s value is to increase its intangible value, that is the organization’s brand equity.” Brands matter. And to create a powerful brand you need a solid brand strategy. This presentation explains the importance of a brand strategy and some of the key steps in developing a brand strategy, looks at the reasons brands matter, and the factors you can impact to improve your brand equity.

“Five Common Pitfalls of a New Product/Service Launch and How to Avoid Them”
Bringing new products and services to market is a critical step and one where we don’t often get second chances. This interactive program reviews five of the most common pitfalls companies experience when launching a product/service and steps for avoiding making them. The program takes a very practical approach to marketing and provides some useful tools and a top-level set of checklists.

“Strategically Marketing Services to Build Value and Beat the Competition”

The U.S., as well as much of the world economy, is dominated by services. In the U.S., approximately 75% of the labor force, 70% of the GNP, 45% of an average family’s budget, and 32% of exports are accounted for by services. This program explores some of the differences between marketing services vs. goods, how to differentiate services for a competitive advantage. A framework for marketing services and some new P’s of marketing from a services perspective will be presented.

“Turning Your Personal Brand Into a Life Asset”

The business world has long recognized the value of creating a recognizable and clearly defined brand. The principles of branding apply to individuals too. As individuals we have a unique blend of skills, talents, personal strengths, and knowledge that we can build upon, market and expand. By understanding your personal brand you are in a greater position to make it a life asset and better prepared for opportunities. This discussion will walk you through some techniques to determine your personal brand, what you can go to build great value into it and ideas for expanding it.

“When the CEO Wears all the Revenue Generation Hats”

In many companies, especially those in the early stage, it is not uncommon for the CEO to wear a number of hats, including both the sales and marketing hats. Yet, many times, these CEOs are more comfortable with developing the product or service than marketing and selling it. When the budgets are lean and adding on people or outsourcing just isn’t viable, the CEO is left to generate the company’s initial revenue. This program provides guidance on what needs to be in the CEOs Marketing Toolkit to enable the company to acquire its first profitable customers.

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    June 9 - 12
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