Transforming the Marketing Organization
Hosted by Marcus Tewksbury
Episode 8 - Using Marketing Measurement for Continuous Improvement
featuring Laura Patterson, Co-Founder & President, Vision Edge Marketing
You can’t manage what you can’t measure,” is an element of Peter Drucker’s teachings that has been adopted by successful teams in fields ranging from athletics to hospital administration. While it’s certainly not a foreign concept to marketers, there really are shockingly too few instances of it being effectively executed in a marketing context. Limited quantitative ability, poor data management, and wrong metric selection all certainly play their part in this, but the central issue is usually the lack of a continuous improvement plan that provides a stable framework for benchmarking and repeatable measurement.
In this episode, Marcus and Laura Patterson, Co-Founder & President of Vision Edge Marketing, will look to determine what metrics marketing organizations should use to help drive their marketing efforts further and make them more accountable.
A little bit about Vision Edge Marketing:
Laura Patterson’s marketing and sales career spans over 30 years having worked for both large public companies such as State Farm and Motorola and as well as start ups. In 1999 she co-founded VisionEdge Marketing (
www.visionedgemarketing.com
), a data-driven metrics based strategic and product marketing company that specializes in improving marketing performance and helping organizations create a competitive advantage designed to attract, secure and retain profitable customers.