Laura Patterson is the author of 'Measure What Matters': Reconnecting Marketing to Business Goals, 'Gone Fishin': A Guide to Finding, Keeping, and Growing Profitable Customers, and numerous articles on marketing subjects. She is president and co-founder of VisionEdge Marketing, Inc, a leading data-driven metrics-based strategic and product marketing firm located in Austin, Texas. The company specializes in consulting and learning services associated with measuring marketing performance, customer acquisition and retention initiatives, marketing and sales alignment, and go-to-market strategies. For more information, go to www.visionedgemarketing.com .