Laura Patterson Articles by: Laura Patterson

Winning on the Customer-Centricity Stage

Winning on the Customer-Centricity Stage
By August 2, 2016 Marketing

When you search under the term Customer Centricity, there are over 865,000 hits. When you look for the term customer experience, you find over 51 million items. Clearly, Forrester wasn’t kidding when they said we’ve entered the Age of the Customer. Today, with customers in the driver seat, the proliferation of marketing channels, and the equalizing forces of the Internet, it has become a challenging environment in which to be a customer-centric Marketer. Read more ›

Why You Need to Know What You Need to Know

Why You Need to Know What You Need to Know
By June 1, 2016 Marketing

Many organizations are opting for listening as a way to gain insights rather than trying to secure dollars for research. There are some very important differences, so you need both.  We hate to break it to you, while listening is good it is NOT research. Sentiment analysis, content analysis, and Twitter search are not the same as doing research. Social media listening, although an important tool, won’t give you the insights into customer behavior you need to innovate and gain competitive advantage. Read more ›

Want To Do The Right Things Right? Marketing Ops Can Help You

Want To Do The Right Things Right? Marketing Ops Can Help You
By April 27, 2016 Marketing, Social Selling

Marketing Operations (MarketingOps), is the vital backbone function within Marketing. Its efforts are essential, but often go unsung. Typically the processes, systems, tools and skills necessary to link Marketing to business outcomes exist within the MarketingOps function, which has the responsibility to track and report results in order to improve and prove marketing’s value. Read more ›

Your Marketing Plan Is Dead. Here’s How to Revive It

By April 6, 2016 Marketing

Although most marketers create marketing plans, all too often these plans end up “sitting on a shelf collecting dust.” Your marketing plan should be guiding you and your team’s daily activity. It should be a go-to resource you revise, adapt and refer to often for the long haul. In other words, it should be evergreen.
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Why and How to get an “A” in Business Acumen

Why and How to get an “A” in Business Acumen
By March 7, 2016 Marketing

Got Business Acumen? Business acumen reflects your ability to assimilate information from many different sources in order to make good business decisions quickly and to devise appropriate strategies. Marketers who consistently demonstrate business acumen are more likely to be considered among the “A” marketers, the marketers who regularly get high marks from their leadership team.  These marketers take a holistic view in that they can see how the decisions they make affect the rest of the organization and effectively communicate with all the functional areas within the organization. With solid business acumen they can take more easily see and take advantage of opportunities and manage potential pitfalls. Read more ›

Fortify Your Marketing Center of Excellence with Process and Technology

Fortify Your Marketing Center of Excellence with Process and Technology
By February 16, 2016 Marketing

Organizations are adopting agility best practices as a way to respond faster to changes in the internal and external environment in productive and cost-effective ways without losing momentum.  An article in Forbes revealed that 70% of the companies that were on the Fortune 1000 list a mere ten years ago have now vanished – unable to adapt to change. The article reinforces the importance of agility. Forrester defines business agility as “the quality that allows an enterprise to embrace market and operational changes as a matter of routine.” For an organization to be agile its infrastructure, that is its processes, systems, and tools, need to be designed for agility. Read more ›