Marketing Performance

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...
Control Your Marketing Investments, Control Your Business Impact
For most of 2020, marketing budgets and plans were subject to rapid market changes. In other words, they were outside of marketing’s control.  But now marketers are moving back into the driver’s seat. We can control where we invest, and if we drive business impact, can make the case to...
Three Marketing Lessons from Super Bowl Ads
Super Bowl 2021 will look very different than previous years: no parties and limited fans present. But we can all still look forward to one of the best parts of the game: Super Bowl ads. 48% of viewers are tuning in for the big game, but the second biggest reason...
Which Marketing Channels Are Making a COVID-Comeback?
COVID-19 and the ensuing economic recession have changed the way many industries operate – and marketing isn’t immune. We’ve had to change our strategies not only based on shifting budgets and resources, but new health and safety measures that affect everyone across the globe.  Where did marketers shift their spend...
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...
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...
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...
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...
4 Key Success Strategies from Expert Marketing Leaders
We had the pleasure of speaking with six Allocadia customers about how they run marketing in their organizations. Each brings their own perspective to marketing efficiency and marketing performance management.  We’ve identified four key strategies across these marketing experts that led to success in their organizations: Make revenue the focal...
The Secret Trick to Marketing From Home
As the entire world responded to the call for social distancing, those of us who are fortunate enough to have the option of working remotely made that transition. Suddenly the number of employees working from home jumped from 5 million all the way to 75 million. And with so many...
Best-in-Class Financial Management for Crisis Mode and Beyond
By now, we’ve all accepted that 2020 will be very different in terms of budget, campaigns, and ROI. Everyone is focused on saving money, improving productivity, and most importantly, mitigating risk. In these chaotic times marketers should control what they can control, so your first act should be getting your...
Buyer’s Remorse is a Thing of the Past
It’s 8pm and you’ve got ten spreadsheets open trying to corral the data from 12 months of marketing campaigns, before tomorrow’s budget meeting with the CMO. Sound familiar? I bet the whole time you were wading through figures you kept thinking “there has to be a better way!” I’ve got...
Have the Confidence to Innovate and the Freedom to Fail
We all know how much technology there is for marketers today. Marketing is far more of a science now, because of the availability of customer and prospect data enabling marketers to make smarter decisions using precise and granular insights. However, the increase in data and insights bring a new level...
What is Performance Marketing?
You’ve heard this story before: the pressure on marketing to prove its value is at an all-time high, and it’s not getting any easier. The CEO, CFO, and board want to know “what have you done for me lately?”. Within the industry, new digital marketing technologies and necessary skills pop...
Take Control of Your (Marketing) Life
There’s so much in the world that’s outside our control right now. And that lack of control causes all of us distress – it’s one of the greatest contributors to anxiety and depression. While the majority of us cannot control larger world factors like the pandemic, we can and should...
Don't Just Measure Marketing-Prove its Value to the Business. Here's How...
It’s the new year. Your CMO has laid out a vision for what they want your large, global marketing organization to accomplish. To get there, your Marketing Ops team is building a useful and integrated technology stack. They’re also working hard to keep campaign, response, and investment data clean, because...
A Marketing Revolution: The Birth of the Strategic MOps Leader
The Marketing Operations REVolution webinar series paid tribute to the excellent work MOps professionals have done providing beacons to guide us into the future. Previously, Marketing Operations (MOps) was considered a catch-all reporting function and a supporting player in the marketing organization. Over the past few years the position has...
How to Align Marketing and Finance for Peak Performance
John O’Rourke is Vice President of Strategic Marketing at Host Analytics. With a background in accounting and finance, John has over 30 years of experience in the software industry, including 20 years of experience in EPM Product Marketing at Hyperion Solutions, Oracle and Host Analytics. While what goes on in...
Increase Marketing Budgets by Becoming a Revenue Driver
Over 60% of marketers now use opportunities, pipeline, revenue, deals, and ROI to measure marketing performance. In the 4th annual State of Pipeline Marketing Survey, over 400 B2B marketers shared how they build growth for their organization through pipeline marketing methodology which impacts the entire funnel rather than only top...

Pipeline-focused marketers are more likely to hit their revenue goals, report alignment with broader business objectives, and be perceived as revenue drivers. The longer marketers wait to implement these changes, the harder it will be and the farther they will fall behind their peers. The time to change is now.
Best Practices for Managing Your Marketing Budget
Welcome! This post is part 3 of a three-part series on building and managing a marketing budget: Part 1: Best Practices for Organizing Your Marketing BudgetsPart 2: Best Practices for Building Out a Marketing BudgetPart 3: Best Practices for Managing Your Marketing Budget [below] Note: this guide is written with...