Laura Patterson: Data that Drives Growth | Ready Set Exec

From Ready Set Exec: The Podcast by Ready Set Exec Inc.

March 20, 2026 · 45 min · Season 1 · Episode 21

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…

People in this episode

Hosts: John, Patrick

Guest: Laura Patterson

Topics covered

marketing ROI
data analysis
KPI vs vanity metrics
B2B marketing attribution
AI in customer service

Keywords

marketing ROI
data deluge
KPI
B2B marketing
AI customer service

Mentioned in this episode

Organizations: VisionEdge Marketing

Products: PowerBI