Marketing Performance

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ROI or Attribution: The Best Way to Measure Marketing Performance
Marketing activities don’t happen in a vacuum: they move the needle for your company in a multitude of ways. And if you want to move the needle, you need to make better decisions. Both ROI and attribution insights can help with that. But which one is better?  Enter the tug-of-war...
ROI or Attribution: The Best Way to Measure Marketing Performance
Marketing activities don’t happen in a vacuum: they move the needle for your company in a multitude of ways. And if you want to move the needle, you need to make better decisions. Both ROI and attribution insights can help with that. But which one is better?  Enter the tug-of-war...
Beginners Guide to Performance Marketing
What do you get when you combine an increasing reliance on marketing to build pipeline and the longitudinal goal of ROI?  Performance-based marketing is marketing’s response to an increasing need for output that can be traced to objectives and ROI. A performance mindset pushes marketing from individual actions to linked...
What is Enterprise Performance Management & Why You May Really Need MPM
Enterprise performance management (EPM) was born out of a need to innovate. As the world of business evolved, the spreadsheets that saved everyone from manual calculation now seemed clunky and out of date. A new era needed a new technology that could pace itself with rapid innovation and new demands,...
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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5 Ways to Optimize Your Marketing Budget
It seems as though the days of COVID-induced turbulence are numbered. And yet, marketers are still dealing with decreased budgets and how to make the most of their marketing spend. The right tools can drive impact despite budget cuts.  Now is the time for precision and focused initiatives. A smaller...
3 Hot Tips from Marketing Leaders on the ROI Journey
If only there was just one ROI metric that mattered.  Unfortunately, there’s no one right number or even one strategy to measure ROI. Each marketing organization’s journey to measuring, understanding, and ultimately acting on ROI data is unique. We spoke with marketing leaders at Genpact and Visier to get their...
How to Prove Marketing ROI
“What’s the ROI on that?” If that question makes you panic, you’re not the only one. In our new data report, How Today’s CMO Can Leverage ROI to Prove Growth, 84% of marketing leaders say they’re under pressure to prove marketing ROI to justify their investments and any requests for...
5 Ways to Optimize Your Marketing Budget
It seems as though the days of COVID-induced turbulence are numbered. And yet, marketers are still dealing with decreased budgets and how to make the most of their marketing spend. The right tools can drive impact despite budget cuts.  Now is the time for precision and focused initiatives. A smaller...
3 Hot Tips from Marketing Leaders on the ROI Journey
If only there was just one ROI metric that mattered.  Unfortunately, there’s no one right number or even one strategy to measure ROI. Each marketing organization’s journey to measuring, understanding, and ultimately acting on ROI data is unique. We spoke with marketing leaders at Genpact and Visier to get their...

Future of Work

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Is Annual Marketing Planning Dead?
Despite an increasing need for mobility, the annual marketing plan isn’t a relic of a lost age. It provides a clear path for strategic marketing plans that align to company business goals and targets. However, it isn’t always easy.  We spoke to marketing leaders about planning best practices to determine...
Is Annual Marketing Planning Dead?
Despite an increasing need for mobility, the annual marketing plan isn’t a relic of a lost age. It provides a clear path for strategic marketing plans that align to company business goals and targets. However, it isn’t always easy.  We spoke to marketing leaders about planning best practices to determine...
How Did the Pandemic Change Marketing Budgets?
COVID-19 impacted every business across the globe. Some saw a complete shutdown. Others experienced a significant slowdown. And lucky ones saw demand for their goods and services grow.  Regardless of how a business was affected by the pandemic, there’s no doubt that it played havoc with marketing plans and budgets....
Learn How to Do Scenario Planning in 5 Minutes
Marketing planning isn’t about one perfect plan. It’s being able to execute the right tactics and campaigns at the right times. You can’t predict the future – but with effective scenario planning you can react quickly to whatever market shifts come your way.  Scenario planning helps marketing organizations act with...
How to Do Strategic Marketing Planning Right
Strategic planning is a term that quickly gained attention last year – and for a good reason. While the concept isn’t new to marketers, it’s become a critical tool we need to thrive in our new hybrid world. But do we really know what strategic marketing looks like? Because a...

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: Navigating People Management Challenges
Jake Sorofman is the CMO of Visier, the leading analytics solution that helps companies see the truth in their people data and make better decisions. With over 20 years of marketing experience, Jake has a track record of guiding companies through multiple phases of growth: from market acceptance through scalable...
CMO Strategy Series: Marketing & Finance Are Stronger Together
Written by Samantha Bannister, SVP Finance and Operations at Allocadia Change is never easy. But looking at change as an opportunity to improve and to reassess is how we grow – both as individuals and as organizations. In my experience (at other companies, not at Allocadia!), a consistent area for...
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: Navigating People Management Challenges
Jake Sorofman is the CMO of Visier, the leading analytics solution that helps companies see the truth in their people data and make better decisions. With over 20 years of marketing experience, Jake has a track record of guiding companies through multiple phases of growth: from market acceptance through scalable...