Guest: Laura Patterson

CEOs, are your metrics telling the whole story of your company’s health? Susan Finch poses this vital question to her guest, customer intelligence expert Laura Patterson, in this episode. Laura spotlights critical yet overlooked metrics beyond sales and profit — brand equity and customer value. These interlinked measures provide unparalleled visibility into your company’s ability to attract, retain, and expand customer relationships over time. According to Patterson, savvy executives harness these advanced analytics to steer product innovation, segment customers precisely, model business impacts, and ultimately make decisions that accelerate growth. Connecting the dots between these additional metrics and concrete outcomes gives you the power to future-proof your organization amid disruption. Will you lead with expanded metrics to propel competitive advantage? The insights in this episode equip you to do so.
The intro focuses on the bottom-line benefits of the discussed metrics for CEOs and uses Laura Patterson's expertise to compel leaders to incorporate broader intelligence. 
Links from this episode:
VisionEdge Marketing
Laura Patterson on LinkedIn
Speaking Workshop
Advisory Services
About Laura Patterson:
Laura Patterson has believed in the power of customer-centricity since childhood, when she sold chocolates door-to-door. She founded the growth strategy firm VisionEdge Marketing in 1999 to help companies reap the rewards of a customer focus. Patterson has severed as director of customer marketing and brand strategy, customer relationship manager, customer marketing initiative lead, and customer loyalty architect for companies like Motorola. An award-winning author and speaker, she shares her expertise through books, interactive workshops, research, and advisory services to boards and executives. Patterson is passionate about enabling businesses to accelerate growth through four key game-changers: better growth strategies, organization-wide customer-centricity, performance measurement, and operational excellence. With over 25 years helping companies implement these customer-first approaches, her mission remains unchanged - inspire organizations to fully leverage customer intelligence for sustainable success.
 

It doesn't really matter whether you're a really large company or really small company, you have to continue to find, keep and grow the value of customers, which is the essence of marketing. You can't stop looking for customers and doing that work, but you also have to focus on keeping them. In this episode, Laura Patterson, President of VisionEdge Marketing gives suggestions for smaller to mid-size companies about building an advisory panel from your customers and why that continues to build loyalty, resources for valuable information, and your ability to better serve all of your customers. This fits into the topic of budgets and getting away from a line-items from the past, compared to outcome-based recommendations to nimbly move forward. You will pick up several tips you can implement at your own company - no matter the size - in this episode, "Outcome-Based Budgets vs. Line Item Belt Tightening."
 

We're continuing our insightful conversation with Laura Patterson from VisionEdge Marketing. If you missed the first part, I encourage you to go back and listen - but don't worry, we'll catch you up quickly.
In this episode, we dive deeper into the four patterns Laura identified for supporting growth and improving performance in business. Here are some key points we'll explore:
The importance of considering "what if" scenarios in business planning
How data analysis can reveal hidden patterns and opportunities
The value of continuous training and practice, even in areas where you excel
Why surrounding yourself with ambitious, growth-minded individuals is crucial
Laura and I also discuss real-world examples of companies that have succeeded (and failed) by adapting to changing market conditions. We discuss the importance of objective data analysis and why partnering with external experts can provide fresh perspectives.
Whether you're a seasoned business leader or just starting your career, this conversation offers valuable insights on how to stay proactive, plan strategically, and continuously improve your skills. So let's jump back in with Laura Patterson as we explore these critical patterns for business success.
Part 1 is here.

Welcome to Rooted in Revenue! I'm your host, Susan Finch, and today we're bringing you a blast from the past that's still incredibly relevant. Back in 2021, I had the pleasure of speaking with Laura Patterson from VisionEdge Marketing on my former show, SLMA Radio. Laura, a dear friend and frequent guest, recently reached out about revisiting this conversation - and I couldn't agree more that the insights are worth sharing again.
In this episode, we dive into some powerful ideas around business growth and performance improvement. Here are some key points we'll explore:
The importance of being proactive in shaping your business outcomes
Why planning to win is crucial, even if you encounter setbacks along the way
The value of analyzing patterns in your business and personal life
How taking ownership and initiative can lead to positive change
Laura and I also touch on our similar upbringings and the life lessons that have shaped our approaches to business. It's a candid, insightful conversation that I think you'll find both relatable and actionable.
So settle in as we revisit this gem from the archives. Laura Patterson's expertise in marketing and business strategy is always worth a listen, and I'm thrilled to share it with you today on Rooted in Revenue.