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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....
Budget Reallocations: Shift Marketing Dollars with Greater Agility
Budget reallocations happen with every marketing team. A new opportunity arises or you identify a chance to optimize an investment and need extra dollars. But all those reallocations were difficult to track, until now. With Allocadia, users can make seamless budget adjustments within a single plan, as well as between...
Three Best Practices of Marketing Budget Allocation
How many times in the last year did your marketing budget either delay or completely halt your plans? Instead of bringing your marketing strategy to life, it was an anchor weighing everyone down.  Your marketing plans are only as agile as your budget. Realigning investments to meet evolving strategic goals...
CMO Strategy Series: Finance Guides & Marketing Delivers
Written by Julia Stead, CMO at Allocadia  Finance doesn’t always see Marketing as a driver of business growth and capable of creating significant impact, and marketing doesn’t always make their case very clearly. Luckily that’s not the case at Allocadia! CMOs wear a lot of different hats, but at the...
CMO Strategy Series: Marketing & Finance Are Stronger Together
Written by Samantha Bannister, SVP Finance and Operations at Allocadia Change is never easy. But looking at change as an opportunity to improve and to reassess is how we grow – both as individuals and as organizations. In my experience (at other companies, not at Allocadia!), a consistent area for...
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 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...
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,...
CMO Strategy Series: Marketing Investment Strategy for 2021
Written by Julia Stead, CMO at Allocadia In May – what feels like a million years ago – my first CMO Strategy Series blog covered short-term vs long-term spend. Back then I recommended marketers support the growth of immediate revenue streams, adopt an agile budgeting and planning strategy, and make all...
3 Marketing Spend Trends Shaping 2021 Strategy
COVID-19 and the ensuing market-turbulence put marketing teams under a microscope to explain exactly where they are spending and pivoting marketing dollars – and how it is driving business results.  At the Demand Gen Report’s Strategy & Planning Series, our CMO Julia Stead was joined by Bill Dembinski, VP Corporate Marketing...
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...
Everything Marketers Need to Know About Their Budget
Planning, budgeting and marketing performance are links in a chain: when your team builds its marketing plans more strategically, it can budget with greater confidence, accuracy, and efficiency. These pieces are essential to understanding and fine-tuning your overall marketing performance. You don’t own your marketing budget. You rent it. But...
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...
State of Spend - 2020 Marketing Investment Benchmarking Report
COVID and the ensuing market-turbulence put marketing teams under a microscope to explain exactly where they were spending and how it was driving business impact. Faced with the upheaval of all we’ve previously known, marketers need a new set of benchmarks to guide their investment strategy.  We analyzed real-time adjustments...
Build & Manage a Centralized Marketing Budget
The majority of organizations today are using multiple spreadsheets, PowerPoints, Word, and other documents across several teams in order to get a view of their marketing spend status. When data is pulled from so many disparate sources it’s hard to grasp the full picture. What’s been spent? How much is...
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...