Circle of Traction: Fast-Tracking Business Growth With AI and Customer Focus

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Circle of Traction: Fast-Tracking Business Growth With AI and Customer Focus

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Sara Sheehan’s guest in this episode is Laura Patterson, Co-Founder and President of VisionEdge Marketing and author of “Fast-Track Your Business”. Sara and Laura discuss what prompted her to write her latest book and the themes it addresses. Laura delves into what customer-centric means to her and why it’s key to growth strategies. From software that assists companies in finding individualized success measures to what she’s learned from mistakes in business, Laura provides an insightful look into how she built her success. One of the driving themes of Laura’s book, and her career, is the idea of being customer-centric. She uses a term called “the circle of traction” to illustrate how to create a customer and then find ways to keep them and grow their value. She and Laura talk about eliminating random acts to focus on deliberate, customer-centric approaches to business instead. Laura shares where to source insights and data for clients, and marketing software platforms that she recommends. She weaves her customer-centric approach into all the questions that drive research; by focusing on what the customer needs, the data sourced will drive growth that is specifically tailored to creating and sustaining customers. Laura asks ‘How do we help our people grow’ when contemplating future choices in order to maintain focus on investing in people. The lessons she’s learned and advice she has to share are invaluable for any business looking to grow and foster greater customer success. About Laura Patterson: No newcomer to customer-centricity and its accelerators (performance management and operational excellence), Laura’s passion for customer-centricity, as the definitive growth engine, started at Motorola in the ‘90s. During her corporate career, she’s held the roles of director of customer marketing and brand strategy, customer relationship manager, customer marketing initiative lead, and customer loyalty architect.Laura is an award-winning author. Her fourth book is Fast-Track Your Business: A Customer-Centric Approach to Accelerate Growth. She has won 12 thought leadership awards including Most Powerful Thought Leaders to Follow. Laura holds numerous marketing certifications and received a patent for her performance management software. She is also a peer-reviewed researcher and is a trusted advisor to CXOs and board members.Growth is in her DNA. As president and co-founder of VisionEdge Marketing, Laura has helped grow 250+ companies worldwide and of all sizes. Most of her customers have been in the B2B space in these industries: technology, cybersecurity, financial services, manufacturing software, and medical devices/bioscience.Laura is a medal-winning triathlete and brings high energy to everything she does. She lives in Austin, TX where she is Mom to Riley, a toy Aussie. She is a superfan of hummingbirds and maintains a garden to attract them. She keeps her Zen with Yoga and reenergizes with a long run.— Contact Sara Sheehan | Sara Sheehan Consulting:SaraWSheehan.comSara Sheehan on LinkedInMeet with SaraContact Laura Patterson:Website: VisionEdgeMarketing.comLinkedIn: LauraPattersonVEMBook: “Fast-Track Your Business: A Customer-Centric Approach to Accelerate Market Growth” by Laura Patterson__TranscriptSara Sheehan: [00:00:02] Hi there, I'm Sara Sheehan and welcome to my podcast, Transformational Thinkers with Sara Sheehan. Today I'm talking with Laura Patterson. Laura is a recognized and trusted authority for enabling companies to take a customer centric, outcome based approach to organic growth by enabling them to use analytics, accountability, alignment, and operational excellence to attract, retain and grow the value of customers. Laura leads VisionEdge Marketing, and she is frequently asked to speak and facilitate workshops for educational institutions, associations and company meetings. Laura has been recognized for her thought leadership and has won numerous awards, including Engati's Top 30 Marketing Influencers and Top 200 Thought Leaders, Piktale's Top 100 Influencers and 20 Women to Watch in Business by the Sales Lead Management Association. Laura, welcome to the show. I'm so glad to have you here today.Laura Patterson: [00:01:18] I'm really glad to be here, Sara. Thank you for having me.Sara Sheehan: [00:01:21] Laura, your backstory is important because it is what got you here, but what I would love to focus on is your book, 'Fast-Track Your Business', which I have read and I think is fantastic. Can you speak with me about what your through line is for the book?Laura Patterson: [00:01:43] First of all, thank you for reading my book. I really appreciate that. It's so kind of you to do so.Sara Sheehan: [00:01:49] You're so welcome.Laura Patterson: [00:01:49] 'Fast-Track Your Business' is my fourth book, which I never intended to write. So I want to tell you a little bit about how it ended up becoming a book. It is actually the result of a customer, a ...