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Taking Control of Marketing’s Controllables

Written by Sam Melnick, VP Customer Success & Insights at Allocadia

There have been so many changes in the past year, it’s hard to keep track of everything and where to focus. All through 2020 I’ve repeated one piece of advice to customers and friends (and to myself!!!). It’s simple, effective, and I’ll keep saying it throughout 2021. 

Create focus by controlling what you can control.

For marketers the reality is markets will shift, new business cases will arise, and programs will need to pivot. The safest bet you can make is that it’s only going to continue. What we need is to make our jobs, and our lives, easier. While we can’t control our external environment, we can control two very important things:

  1. Where we spend our time 
  2. Where we spend our money

At Allocadia I see it every day in our customer base: when marketers take control of the controllables it creates a domino effect across their organization. A marketing budget is the ultimate expression of your organization’s strategy: everything begins and ends with it. Once that first domino of visibility (and thus control!) into budget falls, it creates a cascading effect of better understanding into which marketing plans are actionable and where to focus to get the best return on investments.

Instead of just pontificating my opinions, I want to share examples of two of our customers and how control impacted their success over the last year. Here’s a sneak peek of their stories…

Do more with less? No problem!

Jenifer Salzwedel, Sr. Director Marketing Operations & Enablement at Poly

When Polycom and Platronics merged, their new Marketing Operations team had to evaluate 150 inherited solutions. They invested in building a best-in-class martech stack empowering their marketers to deliver on planned outcomes, support meaningful customer experiences, and create business impact. Jenifer will share how Poly leveraged Workfront and Allocadia as foundational platforms with insights into project management and investments that empowered their team to decide, and dynamically evolve, how they think about work.

The results? 60% increase in projects completed year over year with less funding. Oh yeah, and landing within 1% of forecasted spend. It’s incredibly impressive even before you remember it was all happening within a merger. 

Calculate digital ROI like it’s 2021, not 2001

Monish Munshi, Sr. Director Global Marketing Strategy & Operations at Freshworks

Digital has been marketing’s biggest channel this past year, and it’s not slowing down anytime soon. But it’s notoriously difficult to measure, and marketers end up wasting $50 billion on digital spend every year. Except for Freshworks.

They wanted to find a way to track spend on Google advertising and measure which conversion touchpoints were most successful to quickly pivot underperforming digital programs. Monish will talk through how they achieved this by turning Allocadia into the nerve center of their tech stack and created a closed loop on reporting to bridge digital and non-digital programs for true ROI. And their timing of Q1 2020 couldn’t have been better. 

Since then, they’ve expanded past the Google Ads integration and tackled LinkedIn Ads. Freshworks marketers can see at a glance where to invest next to meet their short and long-term revenue goals. 

You can register for either (or both) sessions here. Jenifer Salzwedel is sharing Poly’s journey on April 28th at Adobe Summit. The week after on May 3rd, Monish Munshi will be sharing Freshworks story at Forrester B2B Summit. 

Spring season is starting! In the meantime, keep your focus on what you can control and stay safe. 

This blog first appeared on LinkedIn.

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