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A Data-First Approach to Marketing ROI
We sat down to talk with Janet Driscoll Miller ahead of our webinar together: Proven Strategies for Solving the Marketing ROI Puzzle. Janet is the president and CEO of the award-winning digital marketing firm, Marketing Mojo, and the author of Data-First Marketing: How to Compete and Win in the Age...
How Did the Pandemic Change Marketing Budgets?
COVID-19 impacted every business across the globe. Some saw a complete shutdown. Others experienced a significant slowdown. And lucky ones saw demand for their goods and services grow.  Regardless of how a business was affected by the pandemic, there’s no doubt that it played havoc with marketing plans and budgets....
3 Hot Tips from Marketing Leaders on the ROI Journey
If only there was just one ROI metric that mattered.  Unfortunately, there’s no one right number or even one strategy to measure ROI. Each marketing organization’s journey to measuring, understanding, and ultimately acting on ROI data is unique. We spoke with marketing leaders at Genpact and Visier to get their...
What is Enterprise Performance Management & Why You May Really Need MPM
Enterprise performance management (EPM) was born out of a need to innovate. As the world of business evolved, the spreadsheets that saved everyone from manual calculation now seemed clunky and out of date. A new era needed a new technology that could pace itself with rapid innovation and new demands,...
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,...
4 Ways to Leverage Zero-Based Budgeting Tactics to Improve Productivity
Zero-Based Budgeting (ZBB) isn’t new, but its popularity continues to increase as companies aim to efficiently manage their budgets. But what exactly is ZBB? Despite the name, it’s more than a spend management practice where budgets always start from zero.  ZBB is a process that rigorously reviews every dollar in...
Three Key Factors to Unlock Your 2021 Marketing Budget
*Hint- it involves your Finance Team In our report, “The 4 Actions of High Growth Marketing Teams,” we found alignment with finance was a key indicator of whether a marketing organization received a post-COVID budget increase. Another important finding was marketing organizations that are viewed as strategic departments by finance...
Talend’s AMA: Pivoting Plans While Hitting Targets
Reacting with agility is impossible if you have to spend time scrambling to even understand where you’re at. Talend’s marketing organization wasn’t in that position this spring, thanks to key foundational changes they’d made at the end of 2019.   Although everything seemed to be changing, the only thing that didn’t...
The Three Problems with Your Investment Data Strategy and How to Fix Them
How do you enable the measurement and evaluation of investment data? Go beyond the “R” in ROI. Visibility into budget data and real-time spend gives marketers the ability to see where dollars are going, and pivot quickly when needed. In our report The 4 Actions of High Growth Marketing Teams,...
Mastering Marketing Data Strategy: The Reason Behind Your Next Raise
To defend their budgets this year, marketing organizations are continuously asked to prove that they’re significant drivers of growth. When we surveyed marketing leaders for our report, The 4 Actions of High Growth Marketing Teams, we found a strong correlation between marketing organizations with a mature data strategy and those...
PointClickCare’s AMA: Success Strategies to Move Forward in a Challenging Time
How do you choose between supporting your customers, growing your team, and responding quickly to challenges in a pandemic? If you’re Stephan Serwe, Senior Director of Marketing Operations at PointClickCare, you successfully managed all three this year.   PointClickCare is the leading cloud-based software platform for the senior care market  Because...
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...
How COVID Changed Marketing & What Marketers Should Do About It
The world has changed significantly since the beginning of this year in response to the global pandemic and financial crisis. Marketing is not the same – for better and for worse.  The farther we move from the initial and abrupt challenges, the more marketers need to think about how to...
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...
How to Make Marketing Planning More Agile
Agile is a buzzword marketers have been flirting with for years. But it really took off after spring 2020 when all non-agile marketers came face-to-face with the glaring flaws of the traditional planning processes. Better quality work, bigger impact, and happier marketers? Sign me up! In our newly released data...
5 Ways Marketing Teams Can Work Better in 2021
Marketer’s to-do lists can seem never-ending. Now that work and home have become so blended, it’s even harder to stop work from creeping in when it shouldn’t. None of us want to burn out, but it can be a hard cycle to break. How can marketers work smarter, faster, and...
3 Ways to Ensure Marketing is Investing in the Right Programs
A century ago, John Wanamaker famously said “half the money I spend on advertising is wasted; the trouble is I don’t know which half.” That saying holds true for many marketers today. Although it’s worse because it’s now more than half – $50 billion in digital marketing and trade spend...