Business:Management & Marketing
Tip: You can get big insights from little data.
Susan's guest, Laura Patterson, President, VisionEdge Marketing dove right in with her core belief: It's always about customers, or members, or your community.
Without those relationships you don't bring in the money.
When asked the most valuable services she and VisionEdge Marketing brings to their clients, Laura responded, "Data analytics, data insights, measurements and an action plan." When she started in 1999, those terms were foreign to most.
Data analytics, measurement and process are their basic elements for their customer success. Data that you cannot derive insights from, is just data. You need to convert it into actionable insights to make strategic plans after analysis. BUT people are now using data as an excuse for inacction - we too much data,we do not have enough data, we areanalyzing the data - none of this is action.
You can make big insights from little data. You don't have to have volumes of data to get valuable insights. It gets back to action.
Two groups: More medium or smaller size and very large enterprise companies.
BEST REVENUE TIP: It's always about customers.
She asks of her team every day, "What are you going to do today that is going to help our customers be or become more sucessful?"
Think about the tasks on your list: C next to the ones that have direct impact for the customers, and then everything else. The priorities need to be on those with the C.
BONUS TIP: For small to medium size entities: Have a really solid network that you can pull in as needed, like a spigot on and off. This resource network can help you serve your customers better. It's one of the benefits of a boutique marketing company or supplier. One company can't specialize in every need, but they can be a source of valuable resources that can work together toward your goal.
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About Laura Patterson
Laura takes a practical, no-nonsense approach to proving and improving the value of Marketing. Laura 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. Laura and VisionEdge Marketing are all about making Marketing an engine of growth for organizations. Martechexec selected Laura as one of the top 50 women in marketing technology. Laura serves on the University of Texas McCombs School of Business Masters of Marketing Science Advisory Board.
About VisionEdge Marketing
Since 1999 VisionEdge Marketing (visionedgemarketing.com), a data-driven metrics- based strategic and product marketing company has specialized in improving marketing performance and helping organizations make better fact-based decisions when it comes to markets, products, customers and competitors. Our passion is to help companies of all sizes solve four critical business problems: How to acquire and keep profitable customers, how to successfully define and launch market-leading products and services, how to create performance-driven marketing organizations, and how to accurately measure and improve marketing’s contribution to the business.
It is Free