Laura Patterson

Laura Patterson is the President of VisionEdge Marketing, a company that provides a data-driven approach to accelerate growth, create value and improve performance. She is a leading authority in Marketing Performance Management (MPM) with over 25 years of experience in sales, customer success, strategy, product marketing, analytics, and marketing operations. She has provided expertise to companies to improve processes and develop their team’s talent. In 2001, she launched the unique Marketing Performance Benchmark study, which has served as a valuable roadmap for organizations tackling marketing measurement. Her patented methodology has helped connect marketing activity and investments to business results and giving more marketing leaders a seat at the C-level table. Laura has been recognized as one of the top 50 women in marketing technology by Martech Exec and one of the Top 20 Women in Business by the Sales Lead Management Association. She has also served on the University of Texas McCombs School of Business Masters of Marketing Science Advisory Board and authored four acclaimed books, including “Fast-Track Your Business” (2020).

Four Game Changers

It doesn’t matter if you’re a big company or a smaller firm, the focus of this interactive keynote is how to achieve more profitable and sustainable growth. We live in the age of the empowered customer; which demands every business be more customer-centric. These 4 Game Changers enable you to be more customer-centric and are applicable for every stage of growth.

• Expand customer-centricity throughout your organization
• Improve the conversion of data into actionable and relevant insights
• Identify a strategy that connects data to action
• Achieve Operational Excellence via enhanced processes and measurement focused on growth and revenue

Driving Business Growth Through Data-Driven Marketing Performance Management

Gaining insight using data-driven Marketing Performance Management (MPM) strategies to accelerate growth, create value, and improve performance for businesses. We will discuss how to use metrics and analytics to identify areas for improvement, set measurable goals, and track progress to achieve desired results.

• Learn how to use data-driven strategies to identify areas for improvement and set measurable goals for their businesses.
• Gain insight into how to track progress and measure the success of their marketing efforts.
• Learn how to connect marketing activity and investments to business results and get a seat at the C-level table by implementing MPM in their organizations.
• Learn how to improve processes and knowledge transfer to develop their team’s talent.
• Gain insights into the importance of giving back to the profession and how to do so effectively.

Accelerating Growth Through Customer-Centric Strategies

In this presentation, business leaders will learn how to use a practical customer-centric framework to drive sustainable organic growth for their organizations. The speaker will provide a systematic process for putting the customer first and using upstream marketing to navigate the path to growth.

• Learn how to make customer-centricity more than just a buzzword by implementing a practical framework.
• Gain insight into how to use upstream marketing to drive growth.
• Learn how to use a framework to accelerate traction in the market.
• Learn how to use customer-centric strategies to drive sustainable organic growth for their organizations.
• Learn how to navigate and accelerate a sustainable path to organic growth.

Demonstrating Marketing’s Value to the C-Suite

This presentation will provide marketers with a framework for building a culture of accountability that demonstrates their organization’s delivery of real business value to the C-suite. The speaker will discuss how to gain insight into marketing’s contribution and impact strategy, making every investment count.

• Learn how to gain insight into marketing’s contribution to the organization and demonstrate its value to the C-suite through the use of a marketing dashboard.
• Gain insight into how to impact strategy and make every investment count to prove marketing’s value to the C-suite.
• Learn how to build a culture of accountability in their organization that drives and demonstrates their marketing team’s delivery of real business value to the C-suite
• Learn how to communicate effectively with the C-suite and align their goals.
• Learn how to use data and analytics to measure and track marketing performance and prove their value to the C-suite.

Transforming Marketing into a Center of Excellence

This presentation will provide a framework for transforming marketing organizations into agile and operationally excellent centers of excellence (CoE). The speaker will discuss how to establish marketing as a CoE, fulfill the organization’s potential, and unleash the power of marketing operations.

• Learn how to establish marketing as a center of excellence to drive operational excellence in planning and execution across the organization.
• Gain insight into how to fulfill the organization’s potential by strengthening operational capabilities and becoming more agile.
• Learn how to unleash the power of marketing operations to drive real value for the business.
• Learn how to align their team’s goals with the overall organizational strategy
• Learn how to use data and analytics to measure and track marketing performance and prove their value to the organization.

B2B Consultant

I have used Laura’s excellent “Managing Touchpoint Value” 10-step process as a stimulating exercise for MBA students, with great success.

Growth Strategist

Laura is a true leader, exceptional team builder AND strategic thinker who can drive RESULTS.

Specialists at Google

It’s been an honor to work with Laura, I reached out to her while preparing a series of interviews on marketing analytics. Laura was super kind to make the time to share her knowledge and wisdom.

Growth doesn’t just occur–growth takes the right culture, processes and discipline.

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