Executive Corner

CMO Strategy Series: Finance Guides & Marketing Delivers
Written by Julia Stead, CMO at Allocadia  Finance doesn’t always see Marketing as a driver of business growth and capable of creating significant impact, and marketing doesn’t always make their case very clearly. Luckily that’s not the case at Allocadia! CMOs wear a lot of different hats, but at the...
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: 5 Key Learnings from 2020
From great challenges, come great opportunities – and 2020 brought more than enough challenges across every spectrum of our lives.  This year was full of more strategic pivots than any other. But every one of those pivots was an opportunity to learn and grow. Marketers learned to adapt to new...
CMO Strategy Series: Marketing Investment Strategy for 2021
Written by Julia Stead, CMO at Allocadia In May – what feels like a million years ago – my first CMO Strategy Series blog covered short-term vs long-term spend. Back then I recommended marketers support the growth of immediate revenue streams, adopt an agile budgeting and planning strategy, and make all...
CMO Strategy Series: Aligning as One Team
Written by Jocelyn Brown, SVP Customers and Revenue, Allocadia There’s no stepping around the fact that the way we communicate and work in 2020 has drastically changed. Allocadia already had remote employees – including myself and our CMO Julia – so we had the infrastructure to support the shift to...
CMO Strategy Series: Navigating the Digital Buyer’s Journey with Sales
Written by Julia Stead, CMO at Allocadia 2020 has provided no shortage of challenges for marketers. This shift to all-digital has had ramifications across multiple facets of how we work together, within our own teams and across departments. While I long for the future when I can hug my colleagues again,...
CMO Strategy Series: Marketing & Sales Alignment Delivers Revenue
Elissa Fink joined Tableau Software in 2007 as CMO, and helped build it from a start-up with $5 million in annual revenue to a public company that was valued at $10.79 B prior to its acquisition by Salesforce. After retiring in 2018, she now divides her time teaching at University...
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: Shifting Paradigms: The Future of Marketing Planning
Written by Kathleen Schaub, former IDC Analyst Innovation adoption in marketing happens in a predictable pattern. In my years as an IDC analyst I saw that strong early indicators appear when a trend is likely to become more widely adopted.  Today, those indicators point to a significant paradigm shift in...
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...
Bringing a Customer-Centric Mindset to B2B Sales
Written by Jocelyn Brown, SVP Customers and Revenue at Allocadia Being a customer-first organization is something we take very seriously at Allocadia. This also naturally makes Allocadia a people-first organization.  In my role, I am fortunate to work alongside our customers from start to finish, welcoming them to our community...
CMO Strategy Series: How Can We Measure Success During and Post-COVID
Written by Julia Stead, CMO at Allocadia As we near the end of the quarter, measuring performance is being pushed to the forefront of conversations. This first full quarter with COVID-19 impacting businesses has been a whirlwind: we went from chaos and triage to building a roadmap to recovery. You can’t...
CMO Strategy Series: Short-term vs Long-term Spend During COVID-19
Written by Julia Stead, CMO at Allocadia After our recent MarTech session, I received a really interesting question from Erica Seidel, Founder of The Connective Good, about marketing spend: Some CMOs are asking about how to respond when a CEO tells a CMO to only focus on short-term spending. Should...
Allocadia: Bringing confidence to every marketer in the world.
Our vision at Allocadia has always been to build a world where marketers make every dollar count and solve the big problem of Marketing ROI. The starting point behind achieving this was helping marketers manage their marketing investments, and we have dramatically extended our product since then to become the Run Marketing...
Opportunities Abound to Become the Next CMO
In her bestselling book Lean In, Sheryl Sandberg shares her best advice for women looking to grow their careers and become leaders: join growing companies, she recommends, because they represent the best opportunity for growth. My experience at a fast-growing technology company called Crystal Decisions (which was bought by BusinessObjects,...
Three Trends CMOs Should Be Talking About
Keeping an eye on marketing trends is critical for CMOs to help them stay ahead of the curve. These days, we are hearing a lot of talk about three key trends that are influencing CMO’s today: 1) The impact of big-data 2) The impact of marketing technology 3) Measuring the...
Setting a Strategy for Success
During times of rapid growth and change, leaders have to be clear on company strategy, and communicate this to their teams. Recently, our Board member Nanon de Gaspé Beaubien-Mattrick, suggested I check out the book Playing to Win, which provides a framework to lay out your company strategy. I’ve been...
Great People Equal Progress
As a CMO, you need to build a strong, trustworthy team to help you navigate the new world of marketing and drive the results you want for your company. Building a team for a company is no different. My co-founder Katherine and I often heard successful leaders say, “people are...
Finding the Harmony
As we come back from the holidays, our brains are often buzzing with the many things we want to accomplish in the upcoming year. As leaders, whether we are CMOs or CEOs, we are always battling a long list of “to dos” at the start of a new year, which...