Laura Patterson Articles by: Laura Patterson

How to Employ the Practice of Benchmarking for Best Practices

How to Employ the Practice of Benchmarking for Best Practices
By March 8, 2017 Marketing

The Practice of Benchmarking

To survive and thrive in today’s competitive environment, companies must continuously adapt and deliver more, faster, better and less expensively. Today’s emphasis for more and faster growth is the focus for many organization’s strategic planning. Companies use the strategic planning process to identify what the business should become and how to best achieve their vision. Part of this process entails appraising, then improving, the company’s capabilities and processes.  Read more ›

Make the Magic of Your Martech More than an Illusion

Make the Magic of Your Martech More than an Illusion
By February 15, 2017 Marketing

In the Modernizing the Mix: Transforming Marketing through Technology and Analytics” report from DataXu, 78 percent of the respondents indicated that understanding Marketing Technology (MarTech) is an increasingly important skill. Unsurprisingly, the more important a task becomes, the more people it takes to do the trick. Today, most organizations claim to have at least one person on the Marketing team dedicated to managing MarTech. That doesn’t mean that every system is created equal. It is one of the tricks of the Marketing trade that there is a suitable MarTech platform available to meet just about any company’s requirements and budget. You just have to know how to use them. Read more ›

How to Use Analysis to Craft Your Marketing Strategy

How to Use Analysis to Craft Your Marketing Strategy
By January 11, 2017 Marketing

We’ve just come out of planning season for many organizations.  To support our customers we’ve been reviewing their plans. When we conduct these reviews we’re evaluating a number of aspects, such as how well the plan is aligned to the business, the measurability and performance targets of the plan, and whether the plan is focused on creating value for the customers and the organization.  One of the characteristics we examine is the analysis supporting the plan.   Read more ›

Going Agile: Improve Your Marketing Performance and Productivity

Going Agile: Improve Your Marketing Performance and Productivity
By November 16, 2016 Marketing

Agile marketing has become an everyday term; it even has its own manifesto. What is agile marketing? Workfront asserts that it “is a tactical marketing approach in which teams identify and focus their collective efforts on high value projects, complete those projects cooperatively, measure their impact, and then continuously and incrementally improve the results over time.”  Seems obvious and what Marketing should be at its core.   Read more ›

From Being In Love With Your Data to a Lasting Relationship

From Being In Love With Your Data to a Lasting Relationship
By October 19, 2016 Marketing

Good marketers desire to engage in long-term relationship with data. They develop a deep attachment for the abundant riches embedded with their data. These marketers recognize all the possibilities data makes available. Yet, the continuous onslaught of data, leaves many marketers feeling somewhat overwhelmed maybe even smothered. In this case, the love affair with data comes to a chilly halt. Read more ›

Your Marketing Forecast: Now, New and Next

Your Marketing Forecast:  Now, New and Next
By September 14, 2016 Marketing

Some days it may seem like the weather forecast came from gazing into a crystal ball. In fact, being able to forecast the weather is the single most important reason for the existence of meteorology as a science. Forecasting is the process of making predictions of the future based on past and present data and analysis of trends. Despite being fraught with risk and uncertainty, forecasting is as important in business as it is in the weather.  Business depends on forecasts for financial and staff planning and prioritizing investments and initiatives.   Read more ›