The Allocadia Blog

Insights that help your marketing organization run like a business.

Marketing Performance

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Demand vs Awareness: Where Marketers Should Invest in 2021
Short-term vs long-term. Demand vs awareness. Where did you invest? Marketers had expectations for 2020, and by March the reality of how this year would go was already very different. Facing an unknown future, everyone was asking the same question: Where do I pivot my marketing budget and strategy for...
Demand vs Awareness: Where Marketers Should Invest in 2021
Short-term vs long-term. Demand vs awareness. Where did you invest? Marketers had expectations for 2020, and by March the reality of how this year would go was already very different. Facing an unknown future, everyone was asking the same question: Where do I pivot my marketing budget and strategy for...
Amazon Prime Day: An Experiment for 2020 Holiday Shopping
Six months into remote working and social distancing, it’s pretty safe to say we’re all very familiar with Amazon.  And if you’ve been using Amazon for more than a handful of deliveries, you’ve probably invested in Amazon Prime which means free deliveries, a streaming service, and access to their annual...
Seven Things You Should Know About Allocadia
Over the course of a few months, spend management jumped to the forefront of every marketer’s mind. But at Allocadia, that’s always top of mind for us. We help companies like Unilever, VMware, and Signify confidently manage their marketing investments.  Did you know that’s what Allocadia does?  We’re addressing some...
Growth Hacking: Can You Do It Without Marketing & Finance Alignment?
When talking about marketing and finance, we’re usually talking about their differences. Marketing is creative, while finance is by-the-book. We never talk about all the similarities finance and marketing share, and that contributes to the divide.  The CFO’s mandate is to drive efficient growth despite economic and business hurdles. Today’s...

Tips & Tricks

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How to Make Marketing Planning More Agile
Agile is a buzzword marketers have been flirting with for years. Better quality work, bigger impact, and happier marketers? Sign me up! The problem? Implementing a completely new methodology for how work gets done is overwhelming. And time consuming. And it gets pushed further and further down the list of...
5 Insider Tips for Marketing and Finance Unity
Marketing and finance are often depicted as opponents. But are we really on opposite sides?  Most of our blogs are from a marketing perspective, but we thought we’d switch it up. We talked with Samantha Bannister, Allocadia’s SVP of Finance and Operations, to get her five tips for building a...
How Agile is Your Budget? The New Trend in Marketing Spend
Every marketer is talking about agility right now – but only in regards to planning. This is a huge mistake. Agile marketing plans are half of the equation. To execute on new plans you need full visibility into your marketing budget and the flexibility to move funds around as scenarios...

To create an agile budget, you need to focus on three interdependent elements: scenario planning, reallocations and transfers, and frequent forecasting.
How to Make Marketing Planning More Agile
Agile is a buzzword marketers have been flirting with for years. Better quality work, bigger impact, and happier marketers? Sign me up! The problem? Implementing a completely new methodology for how work gets done is overwhelming. And time consuming. And it gets pushed further and further down the list of...
5 Insider Tips for Marketing and Finance Unity
Marketing and finance are often depicted as opponents. But are we really on opposite sides?  Most of our blogs are from a marketing perspective, but we thought we’d switch it up. We talked with Samantha Bannister, Allocadia’s SVP of Finance and Operations, to get her five tips for building a...

Future of Work

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The Road to Recovery Relies on Marketing Efficiency
We’ve been hearing for months about the new normal, but many of us are still guilty of thinking “when things return to normal…” in the back of our minds. Let’s rip the bandaid off together. There is no return to normal. This is it. We’re at the beginning of our...
The Road to Recovery Relies on Marketing Efficiency
We’ve been hearing for months about the new normal, but many of us are still guilty of thinking “when things return to normal…” in the back of our minds. Let’s rip the bandaid off together. There is no return to normal. This is it. We’re at the beginning of our...
How to Do Strategic Marketing Planning Right
Strategic planning is a term being thrown around a lot right now – for good reason. While the concept is not new to marketers, it’s become a critical tool we need to thrive in our current climate. But do we really know what strategic marketing looks like? Because a list...
Why Scenario Planning Keeps Me Agile with Marina Antestenis from Comcast Business
Four years ago, Marina Antestenis joined Comcast where she successfully builds and leads campaigns to drive rapid revenue growth, cross sell to existing customers, and grow customer relationships. In her 20 years of experience, Marina has held senior leadership roles with technology and marketing firms including Comcast Business, Avoka Technologies,...
Skillsoft's AMA: Facing the Ultimate Test of Marketing Agility
Marketers have faced some of the hardest challenges of their careers this year. Our agility has been tested like never before. Skillsoft’s Jeremie Audran, VP Performance Marketing & Operations, is successfully leading a growing team thanks to new processes and technologies they’ve adopted to stay ahead of the curve. We...

Executive Corner

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CMO Strategy Series: Climbing the Career Jungle Gym with Drift's CMO
Allocadia CMO Q&A Series with Tricia Gellman, CMO at Drift 1. What was your first marketing role? I actually didn’t start in marketing. I have a BA in graphic design and was originally hired as an “evangelist” helping designers understand why to use a Mac, at Apple. The challenge of...
CMO Strategy Series: Three New Approaches to Planning Amidst the Pandemic
Written by Julia Stead, CMO at Allocadia The economic recession caused by COVID is still in its infancy, and most experts agree that the effects will be long-lasting. The intensity of focus on marketing spend is exponentially higher during a recession, so it’s paramount that all marketing plans are tied to...
CMO Strategy Series: Climbing the Career Jungle Gym with Drift's CMO
Allocadia CMO Q&A Series with Tricia Gellman, CMO at Drift 1. What was your first marketing role? I actually didn’t start in marketing. I have a BA in graphic design and was originally hired as an “evangelist” helping designers understand why to use a Mac, at Apple. The challenge of...