About this episode

Laura Patterson discusses frameworks for measuring marketing ROI and the challenges of data in modern marketing.

In this episode of Ready Set Exec, hosts John and Patrick sit down with Laura Patterson (President of VisionEdge Marketing and creator of Accelance®) to break down the exact frameworks required to measure true marketing ROI. Drawing from over two decades of experience, Laura exposes the reality of the modern "data deluge," why million-dollar PowerBI dashboards fail, and the critical difference between a vanity metric and a true KPI. For executives struggling to prove marketing's value to the board or navigating the risks of AI customer service, this data-driven masterclass is mandatory listening. Key Takeaways: How to measure true marketing ROI and build a genuinely customer-centric organization. The modern "data deluge" and why million-dollar PowerBI dashboards are abandoned in 30 days. The critical difference between a vanity measure, a metric, and a true KPI. How to build a B2B marketing attribution model using the "golf scorecard" metaphor. The AI commoditization risk: why relying heavily on chatbots can destroy brand loyalty. About Ready Set Exec: Founded by Managing Partners Patrick Shea and John Pezoulas, Ready Set Exec is a premier North American executive leadership…

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