Sessions and Events

2018 TMSA Logistics Marketing & Sales Conference

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Are You Rich in Metrics But Struggle to Prove Value?
In an environment where Marketing is being asked to prove its value every day, what can you do to not merely survive, but to thrive? The answer is that Marketing leaders need to see themselves as champions of growth, able to anticipate customer needs, develop their organizations’ Marketing capabilities, and measure Marketing’s impact on the business in terms that matter to their CEOs, CFOs, and leadership teams. Focusing on lead generation, pipeline management, branding, and customer acquisition in no longer enough. The most important ingredient for thriving Marketers is their ability to connect the dots between all Marketing activities and the corresponding investments and business results. That means that you’re going to have to provide metrics that are relevant to your CEO and CFO.

In this interactive session, based on industry case studies, you will learn:

  • The difference between measures and metrics, and easy ways to start with the right marketing metrics
  • How to track the right marketing metrics and create a corresponding dashboard to prove marketing’s value, impact, and contribution, and gain C-level buy-in
  • How to use your dashboard to facilitate strategic decisions and mitigate risk
  • Increase your personal credibility and influence with the right metrics

About the Presenter: Laura Patterson takes a practical, no-nonsense approach to proving and improving the value of Marketing. She 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. Patterson and VisionEdge Marketing are all about making Marketing an engine of growth for organizations. Patterson serves on the University of Texas McCombs School of Business Masters of Marketing Science Advisory Board.