Outcome-Based Budgets vs. Line Item Belt Tightening
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."
About Laura Patterson:
Growth strategy consultant to business leaders. Obsessed with helping companies take a customer-centric, data-to-insights, performance management approach to growth and to making business decisions with more confidence. A trusted advisor with global customers within the technology, financial services, life sciences, and manufacturing industries.
Co-founded VisionEdge Marketing in 1999, serving customers like Cisco, Elsevier, Howden, Kennametal, Tektronix, Southwest Airlines Cargo, and over 200 more worldwide. Her expertise is regularly tapped by business associations such as the 4As, ANA, Direct Marketing Association (DMA), Institute for the Study of Business Markets (ISBM); academic institutions like Dartmouth, Oklahoma State, Truman State; and, publishers such as CEO Refresher, MarketingProfs, Nimble and academic journals; Marketing Technology companies such as Allocadia, Engagio, Hive9, and Marketo.
Vision Edge marketing started in 1999 with a focus on how they help their customers be more successful at using data analytics processes and measurement to take a customer-centric approach to growth. They were talking about all those things before they became big buzzwords. Now they're all big buzzwords and they're really glad that they were part of a trend.
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