Tips & Tricks

Create a Framework to Control Marketing Budget Chaos
When the markets are chaotic and constantly in flux, it’s smart to save money and not spend. Unless you’re a marketer and part of your job is to spend money. What should we do? Marketers need to create a budget framework that reins in the chaos. As our budgets shrink,...
How Agile is Your Budget? The New Trend in Marketing Spend
Every marketer is talking about agility right now – but only in regards to planning. This is a huge mistake. Agile marketing plans are half of the equation. To execute on new plans you need full visibility into your marketing budget and the flexibility to move funds around as scenarios...

To create an agile budget, you need to focus on three interdependent elements: scenario planning, reallocations and transfers, and frequent forecasting.

Planning is No Longer Planning - It’s Marketing Fitness and Agility
And 9 other tips from CMOs on how to lead in a crisis We spoke with an expert panel of marketing leaders to talk through the challenges faced by marketing organizations and how they’re leading through this crisis by adopting a ‘wartime CMO’ mentality. Our CMO Julia Stead hosted and...
Impactful Investing During a Crisis: The Six Tips You Need
This spring, every marketing organization across the globe stepped back and reevaluated their plans. After cancelling any in-person events and direct-mail programs, we all had the same thought: “where are these funds going now?”   Marketing never sleeps – even during an economic crisis, marketers are tied to the mandate of...
How to Master Financial Planning in Times of Chaos
During times of uncertainty, it can be hard to know what to do next – plans are no longer relevant, buying patterns have changed, and hard decisions must be made. In these situations, simplifying and creating clarity is imperative.  A simple, but effective, piece of advice to remember is: “control...
3 Steps to Become a More Agile Marketer Today
Becoming agile is the topic de jour for marketers, with more teams adopting the practices of their development counterparts, especially in today’s uncertain economic climate. Today’s marketers need flexibility in order to pivot programs when faced with the cancelation of all in-person events. With global economies bracing for a recession,...
How to Get Better Data to Make Better Marketing Decisions
The stats don’t lie, 89% of marketers believe data quality drives the right sales and marketing campaigns. Yet 50% are not confident in the quality of their company’s data and 48% of marketers rely heavily on intuition and experience to make marketing decisions. Why is it that marketers know data...
The Ultimate Hierarchy of Marketing Measurements
Imagine you’ve just been hired as VP of Marketing for a division of a Fortune 1000 company, and you’re in the throes of your first week on the job. You’ve met your team and even started to dig into strategy a little. One of the next things you’ll want to...
Three Guiding Factors When Changing Your Data Strategy
Change is inevitable. This undeniable truth is something a forward-thinking marketing leader needs to keep in the back of their mind always. There are going to be changes in their market, with their technology, people shifting roles and a multitude of other developments ranging from disruptive to minute. But a...
Best Practices for Building Out a Marketing Budget
Welcome! This post is part 2 of a three-part series on building and managing a marketing budget: Part 1: Best Practices for Organizing Your Marketing Budget Part 2: Best Practices for Building Out a Marketing Budget [below] Part 3: Best Practices for Managing Your Marketing Budget Note: this guide is...
From Walk to RUN: 3 Essential Steps in Marketing Performance Management
Get started with MPM with three incremental steps that gather momentum and drive long-term marketing success. Originally from IBM’s THINK Marketing blog. Allocadia’s Run Marketing Platform gives marketers the confidence to know where to invest their next dollar. The recognized leader in Marketing Performance Management (MPM), Allocadia enables marketers to plan...
Best Practices for Organizing Your Marketing Budget
Welcome! This post is part 1 of a three-part series on building and managing a marketing budget:  Part 1: Best Practices for Organizing Your Marketing Budget [below] Part 2: Best Practices for Building Out a Marketing Budget Part 3: Best Practices for Managing Your Marketing Budget Note: this guide is...
How to Manage Your Marketing Spend In-Quarter
Marketers and their teams spend months planning and strategizing for the upcoming year, but they often overlook what happens once execution begins. The trickiest time to manage marketing spend is after a quarter has begun — once programs are happening, budgets are changing, and those crystal-clear goals everyone agreed upon...
6 Ways To Improve Marketing Performance Today
As marketers, we talk a lot about the pursuit of excellence.  How you run marketing influences how you do marketing. But how exactly can we run marketingbetter How do we figure out where improvements will make the most impact, what those changes should be, and where do we even start...
5 Insider Tips for Marketing and Finance Unity
The tradition has always been to have Marketing and Sales work together as partners. Makes sense right? Marketing is creating the atmosphere and supplying the resources that Sales uses to close deals. Another tradition as old as time, has been to set up Marketing and Finance as opponents. But are...
The Metrics You Need to Create the Best Marketing Plan
When marketing planning season comes around each year, is your team ready? Do you come to the table armed with all the data and metrics needed to make sound, data-based choices for the year ahead? Planning season seems to cause a surprising number of companies to scramble for the data...
How GE Digital Fixed Their Marketing Planning Process
As GE Digital’s VP, Marketing Strategy and Operations, Neenu Sharma’s job is all about enabling the marketing organization — in other words, setting marketers up for success. She creates and manages the structure, processes and technology that GE Digital’s marketers need to be effective. Neenu and her team run marketing,...
Stop the Madness: How to Simplify Marketing Planning
Every marketing action starts with an investment. And every investment starts with a plan. But let’s be honest, nobody in Marketing actually looks forward to the annual marketing planning and budgeting process. Every year it’s tedious, time-consuming, and has a host of challenges: Spreadsheet chaos: Spreadsheets weren’t designed for marketing...