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...
3 Ways to Ensure Marketing is Investing in the Right Programs
A century ago, John Wanamaker famously said “half the money I spend on advertising is wasted; the trouble is I don’t know which half.” That saying holds true for many marketers today. Although it’s worse because it’s now more than half – $50 billion in digital marketing and trade spend...
5 Ways Marketing Teams Can Work Better in 2021
Marketer’s to-do lists can seem never-ending. Now that work and home have become so blended, it’s even harder to stop work from creeping in when it shouldn’t. None of us want to burn out, but it can be a hard cycle to break. How can marketers work smarter, faster, and...
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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Three Key Factors to Unlock Your 2021 Marketing Budget
*Hint- it involves your Finance Team In our report, “The 4 Actions of High Growth Marketing Teams,” we found alignment with finance was a key indicator of whether a marketing organization received a post-COVID budget increase. Another important finding was marketing organizations that are viewed as strategic departments by finance...
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...
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...
Three Key Factors to Unlock Your 2021 Marketing Budget
*Hint- it involves your Finance Team In our report, “The 4 Actions of High Growth Marketing Teams,” we found alignment with finance was a key indicator of whether a marketing organization received a post-COVID budget increase. Another important finding was marketing organizations that are viewed as strategic departments by finance...
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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Is Annual Marketing Planning Dead?
Despite an increasing need for mobility, annual marketing plans aren’t relics of a lost age. They provide a clear path for strategic marketing plans that align to company goals and targets. This being said, it isn’t always easy.  We spoke to marketing leaders about planning best practices to determine the...
Is Annual Marketing Planning Dead?
Despite an increasing need for mobility, annual marketing plans aren’t relics of a lost age. They provide a clear path for strategic marketing plans that align to company goals and targets. This being said, it isn’t always easy.  We spoke to marketing leaders about planning best practices to determine the...
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...
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 know the unknowable – but with effective scenario planning you can react quickly to whatever market shifts come your way.  Scenario planning enables marketing organizations to act...
Talend’s AMA: Pivoting Plans While Hitting Targets
Reacting with agility is impossible if you have to spend time scrambling to even understand where you’re at. Talend’s marketing organization wasn’t in that position this spring, thanks to key foundational changes they’d made at the end of 2019.   Although everything seemed to be changing, the only thing that didn’t...

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: Marketers Must Be Stewards of Data
Norman Guadagno is the CMO at Acoustic – an independent marketing cloud with the open platform needed for success in a dynamic world. At the beginning of the pandemic, he was a founding member of CMO Huddles, a group formed to address the vacuum of sharing, caring, and daring among...
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: Marketers Must Be Stewards of Data
Norman Guadagno is the CMO at Acoustic – an independent marketing cloud with the open platform needed for success in a dynamic world. At the beginning of the pandemic, he was a founding member of CMO Huddles, a group formed to address the vacuum of sharing, caring, and daring among...