July 14, 2011

Welcome Partner Organizations

UCI University Club
801 East Peltason Dr.
Irvine CA 92697


Complimentary parking in UClub parking lot (18B). No permit is needed in the UClub parking lot.


7:30 - 8:00 AM Networking
8:00 - 9:30 AM Program

Technology Council Members $15
Non-members $30

Complimentary Parking

Link here to become a member



Or Call (310) 325-4000

"Creating a Competitive Advantage with Customer Insights"

Presented by the Marketing & Sales Executives Society

July 14, 2011

The Marketing and Sales Executives Society meets every two months to discuss the key challenges facing marketing and sales leaders in technology companies today.  The Society utilizes round table discussions, guest speakers and moderators for rich, peer-based knowledge sharing and problem solving.  Attendance is open to Marketing & Sales professionals and higher level executives of technology companies.

About our July 14th program: 

Businesses that excel at meeting the expectations of their customers are the ones most likely to prosper in today’s tough market.  Do you know what your customers really want, what they want improved, and why you win, keep or lose your customers and prospects?  This presentation focuses on two techniques any organization, regardless of size or industry, can use to get to know their customers better:  Voice of the Customer and Win/Loss Analysis. 

  • Voice of the Customer:  Learn how to use this customer research technique to help your company better understand customers’ wants and needs and prioritize these in order to positively affect the customer experience.
  • Win/Loss Analysis:  Gain clarity and insights into your customers’ perceptions of your product, experience throughout the sales cycle, and expectations created by your company messaging. 


Laura Patterson, co-founder of VisionEdge Marketing

About our speaker: 

Laura Patterson’s marketing and sales career spans over 30 years having worked for both large public companies such as State Farm and Motorola and as well as start-ups.  In 1999 she co-founded VisionEdge Marketing (, a data-driven metrics based strategic and product marketing company that specializes in improving marketing performance and helping organizations create a competitive advantage designed to attract, secure and retain profitable customers.

The company’s customers span the globe and include well-known firms such as Adobe, Briggs and Stratton, Freescale, Howden Buffalo, ING, LexisNexis, Tektronix, TransUnion, TUV SUD, and Southwest Airlines and smaller organizations across many industries.  Laura is the author of dozens of published marketing and branding articles and the books Gone Fishin' and Measure What Matters and the recently published Metrics in Action:  Creating Performance-Driven Organizations.

Attendance Restrictions:

Attendance is targeted to Marketing & Sales professionals and higher level executives. 


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