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 point
- Build a data-driven marketing strategy
- Iterate, improve and imagine better
- Trust and communication foster successful teams
1. Make Revenue the Focal Point
When an entrepreneur starts a new venture, it isn’t clear whether it’s going to skyrocket to the top or fall flat. Tyler Douglas built his own software company in 2003, just after the dot-com bust of 2000. He and his co-founders spent weeks pacing around the small apartment on the phone each day, hustling to sell their company to clients.
Tyler is a sales and marketing expert, and aimed to surround himself with experts in other areas. At the end of the day, you can’t scale without great people, whether you’re a zero revenue company or a $100 million revenue company.
Tyler sold his company in 2006 and moved to Vision Critical as the Chief Sales and Marketing Officer. To Tyler, growing a marketing organization is much like growing a business. When he first took over marketing at Vision Critical, there wasn’t a lot of process in place and no strong sense of the potential of marketing. It was his job to bring in a modern SaaS marketing vision – one that is scalable and data driven.
2. Build a Data-Driven Marketing Strategy
As the Vice President of Marketing at FINCAD, Lori Aizer leads a fearless group of marketers who help her achieve great things. To keep pace with the changing landscape, she holds annual and quarterly planning meetings with her team. Lori allocates individual budgets based on the estimated cost of planned deliverables, then each team member manages their own budget.
Part of her team includes Scott MacGregor, Manager of Marketing Operations and Go-To-Market Technologies. Scott helps manage the budgets, making sure marketing runs smoothly, and helping lead the team to success. He keeps his eye on his vision, but isn’t afraid to get into the nitty-gritty details to ensure that his marketing department is not just good, but great.
In order to be successful, Lori’s role requires a deep understanding of the customer base, especially when breaking into new markets. By building two-way relationships with customers and listening to their unique challenges, Lori ensures her team’s campaigns are relevant and address key pain points.
Lori focuses on tracking and measuring results so that her team can pivot and adjust course based on what works and what doesn’t. Making conversions happen demands a strategic approach based on numbers and data that are constantly changing.
Lori proves the effectiveness of her team’s actions by showing how marketing contributes to the company’s bottom line. She keeps a handle on things by tracking spend in Allocadia and using the results to benchmark progress. Based on the numbers, she can push ahead with confidence, or find new roads altogether
3. Iterate, Improve, and Imagine Better
In his role as a Business Analyst at Red Hat, David Schermbeck powers the wheel that helps run marketing so that marketers can do more marketing. His behind the scenes work is integral to the success of every marketer in the company. With 207 global Allocadia users across 205 budgets, Red Hat’s marketing organization depends on David’s expertise to ensure the system can support all its moving parts.
Alongside Ryan Danner, Director of Global Marketing at Red Hat, David has made it his personal mission to help marketers reduce time spent on budgeting to only 45 minutes per marketer, per month. “We have to give them the tools, the analytics, and the work flows necessary for that to happen”, he emphasized. His team is focused exclusively on workflows and how Allocadia fits into those workflows. David is constantly improving on processes that are already in place at Red Hat, and he’s ready to scrap the ones that don’t work.
4. Trust and Communication Foster Successful Teams
When she was Director of Global Marketing Operations at Juniper Networks, Susan collaborated with her team to ensure they never lose momentum and cross the finish line. The GTM Ops team manages the integration of different technologies in Juniper Networks’ marketing stack, which receive and hand off a lot of data between systems. The marketing technologies must work together seamlessly to ensure that data flows correctly amongst the various systems.
To be successful, you need an in-depth understanding and alignment to the greater organizational and corporate goals. The marketing organization at Juniper Networks is keenly attuned to its contribution to the business, so they deploy technologies that enable them to make data-driven, strategic decisions that maximize impact. The success of the team depends upon the success of each individual: teamwork happens because of individual preparation and strength.
When Thao Ngo isn’t chasing a ball on the soccer field, she’s the Vice President of Marketing at Vision Critical where she leads a high-performing team of marketers to develop and execute campaigns, tradeshows and webinars to increase brand awareness, generate leads and move opportunities along the pipeline.
Unlike most marketing teams where everyone owns their slice of the marketing budget, Thao and the other marketing leaders regularly discuss how to best spend their combined marketing dollars strategically. This might mean reallocating money from one group to another if they want to invest in something that will help impact team goals. They don’t look at the budget in silos nor do they operate as such.
Having visibility into where their marketing investments are going and how they’re performing gives Thao and her colleagues the ability to have candid conversations about what’s working and not working. Access to industry benchmarks and insights from other high-performing marketers also enables them to determine where to place their next goal posts. The entire team has to work together, with the right communication and strategic analysis to succeed.