Laura Patterson Articles by: Laura Patterson

How to Construct Meaningful Customer Journey Maps

How to Construct Meaningful Customer Journey Maps
By January 11, 2016 Marketing

Research by firms such as Forrester and Temkin have found that customer journey mapping is moving front and center for many marketing and customer experience professionals. Why? Because the more you understand your customer’s journey the better you can address opportunities to improve key business results such as product/service adoption, and loyalty.  For example, journey maps can help you uncover breaking points – those points where prospects or customers ride off into the sunset – in your existing processes, enabling you to prioritize process improvements. Read more ›

Service Provider OR Value Creator: Escape the Classic Marketing Catch-22

Service Provider OR Value Creator: Escape the Classic Marketing Catch-22

The sales team loves you – because you are always responsive to their ad hoc requests for a presentation, brochure, case study, or email campaign NOW. The CEO may love you too – because you are filling the pipeline as requested to meet quarterly revenue objectives.  But, despite the love you are uneasy. You know that because you are so busy with tactical marketing initiatives you don’t have the time or budget to fulfill marketing’s strategic role (generating value) and significantly improve organizational results.  And that feels bad. Read more ›

The Win/Loss Analysis: It’s How You Play the Game

The Win/Loss Analysis: It’s How You Play the Game
By October 5, 2015 Marketing, Sales, Social Selling

At a recent meeting, several marketers spoke about the deal flow challenges facing their companies. They were frustrated with the stall out at various stages of the buying process and the number of lost deals. So, I asked, “What kind of analysis do you do to understand your opportunity pipeline movement? For example, do you do win/loss analysis across the customer buying process to understand why opportunities do or don’t convert at each stage, why some opportunities stall vs those that move, and of course, why you won or lost the deal?”  Each of the marketers said in so many words, “we don’t do this analysis on a regular basis and when we do, we leave the research and analysis to our sales team.” Read more ›

How to Avoid Outkicking Your Coverage and Score Big with Your Marketing Initiative

How to Avoid Outkicking Your Coverage and Score Big with Your Marketing Initiative

For decades, companies have applied sports metaphors and techniques to business. In football and in business, all players must work together to execute well-orchestrated plays in order to succeed and weak players create vulnerabilities that can be exploited by the opposing team. But having an overly strong player can actually be harmful to a team’s performance. Consider the example of “outkicking your coverage.” This occurs when an exceptional punter kicks the ball so far down the field that the punt returner, aided by his blockers, actually has a greater chance of gaining precious yardage for the big play. How does “outkicking your coverage” apply to business and marketing?   Read more ›

The Interplay Between Buyer Journey Mapping and Account-Based Marketing

The Interplay Between Buyer Journey  Mapping and Account-Based Marketing
By August 3, 2015 Social Selling

Over coffee, a colleague and I were discussing Account-Based Marketing (ABM) and buyer journey mapping.  He said, “I’ve often thought these were the same, but as we’re talking, I realize there are important nuances.”  Having been in both sales and marketing, I agreed.  Here’s a quick recap of our conversation and how we validated that they are indeed different, and that both are needed to maximize revenue. Read more ›

Seven Steps Marketers Can Take to Foster a Data-Driven Culture

Seven Steps Marketers Can Take to Foster a Data-Driven Culture
By July 9, 2015 Marketing

Culture is defined as the socially transmitted behavior patterns that reflect how a group of people operate. It emerges and evolves wherever groups of people congregate. And that’s true of where we work. An organization’s culture reflects the way its workers think, behave, and work and the way in which people interact internally and externally. It can guide, inspire and motivate or do just the opposite. Culture also affects how well your organization attracts and retains employees, partners, and customers. Read more ›