Author Archive | Laura Patterson

Highly effective organizations demonstrate superior market performance compared to their less effective peers. To realize superior market performance your Marketing organization must operate at the top of their game. If you are interested in making sure you’re Marketing leaders stay focused on the big picture and have the inside track on best practices, the time […]

You are probably missing a few design capabilities when it comes to having an effective Marketing dashboard. If your Marketing dashboard isn’t helping you gauge whether your Marketing organization is within proper operating and performance target parameters as well as guiding your strategic and investment decisions, it is time to return to the drawing board.

Business leaders know that a good strategy that is well executed has the ability to impact a market, competitive position or business model. Yet companies often fail in their move from plan to execution. Follow these steps to improve the odds of execution success.

For many companies, growth has moved to the top of the priority list. Growth requires mobilizing the organization and investing differently. Organizational structure and the metrics companies need to use survive, let alone thrive, mustevolve. Read this article to learn what that looks like for Marketing.

As the CEO, your perception of Marketing is critical for your Marketing team to secure the resources and funding it needs to help your business succeed. This article identifies three things every CEO can do to help Marketer’s become stronger members on your leadership team.

The traditional value chain is product-centric. It calls for designing, making, and selling the product or service—precisely in that order. Shifting to a customer-centric position requires companies to “reverse the value chain.”

If you feel your marketing performance is good enough, congratulations. Stop reading. If you’d like to see Marketing improve its ability to measure impact on key business metrics, this article offers six concrete capabilities to incorporate into your marketing performance management roadmap.

Keep the customer front and center to keep your team focused on driving and delivering growth. Learn how to employ S.W.E.A.T -Strategy, Workflow, Engines, Accountable Actions, and Talent – to keep marketing, sales, product and service operating on all cylinders.

This article offers the three ingredients your marketers need to ensure analytics are a gateway to your organization’s revenue growth.