long-form

Hindsight Is 2020
Game-Changing Marketing Lessons from a Pandemic Year A new data report based on learnings from North American marketing leaders There hasn’t been a day since Spring 2020 that marketers haven’t had to push themselves to think smarter, react faster, and be more resilient. It was a difficult eighteen months, but...
How Today's CMO Can Leverage ROI to Prove Growth
Key findings from a survey of North American marketing decision makers How are marketers proving that the new and untested strategies they were forced to adopt over the last year were successful? How are they measuring and communicating marketing’s impact on company growth? In our newly-released survey of North American...
The Three Pillars of Your Marketing ROI Strategy
What’s the ROI on that? Does that question make you panic? Take a deep breath and relax – it’s going to be ok. 65% of marketers don’t have confidence in their ability to measure the impact of their marketing investments. In a time of economic uncertainty and resource constraints, it’s...
The 4 Actions of High-Growth Marketing Teams
2021 Planning, Budgeting and Measurement Benchmark Results For the last twenty years, marketing’s been on a crusade to measure revenue impact. But over the last year, the playing field changed.  Marketing teams in high-growth companies shifted their focus from revenue accountability to operational efficiency, or ‘back office’ part of their...
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...
Annual Marketing Planning Is Not Dead
Annual marketing planning is an exciting time when marketing organizations chart their course for the year with the mindset of no goal is impossible and ready to overcome any challenge. Or not. In reality, marketing planning at enterprise organizations is rarely straightforward. Planning is long, there are many moving parts,...
How Talend is Measuring Performance During a Pandemic with Allocadia
Talend is a leading data integration and data integrity company, that enables every business to find clarity amidst the data chaos. In a single platform, Talend provides all the necessary capabilities that ensure enterprise data is complete, clean, compliant, and readily available to everyone who needs it throughout the organization....
Do More With ROI and Marketing Attribution
Data has power, but how can you harness it? Use marketing measurements like ROI and attribution to illustrate the business impact of your results. But which one should you use? Even the savviest marketers have been known to mix the two up. Misunderstanding the difference between ROI and attribution can...
A Guide to the New Era of Agile Marketing Planning
Are you prepared to meet marketing’s goals with less resources, and to do it in a constantly changing landscape? Last spring was a wake-up call to all marketers that the traditional planning process isn’t working anymore. Planning programs and locking in spend a year in advance leaves no room to...
How Skillsoft Gained Crucial Budget Visibility in a Crisis
Skillsoft helps companies unlock the potential in their most valuable asset: their people. Skillsoft democratizes learning through an intelligent learning experience and a customized, learner-centric approach to skills development that drives business impact for modern enterprises. Skillsoft is trusted by thousands of the world’s leading organizations, including 65 percent of...
Budgeting in a Crisis: How to Steer Your Ship Through the Storm
50% of CMOs don’t understand how their budgets are invested Gartner With less resources and more financial scrutiny, it’s critical for marketing organizations to have a strong grasp on their budgets. They don’t just show where funds are invested: budgets are the ultimate expression of strategy for any marketing organization....
Your Marketing Performance Management Maturity Playbook
60% of marketers are missing the right tools to demonstrate the quantitative impact of marketing spend. Don’t be one of them. It’s one thing to say you want to improve and it’s another to put the work in and become a best in class marketer. Drive growth for your organization...
Buyer's Guide to Marketing Performance Management
It’s time for Marketing to have its own system of record. Managing spend in tools built for other departments is frustrating. Planning and reporting is siloed. Teams chase attribution and credit, rather than the big-picture ROI. This all leads to wasted time, mis-spend, and decreased revenue impact. Your team needs...

"Allocadia provides best-in-class money management capabilities... Allocadia was founded specifically to help marketers run marketing like a business — from budget planning to ROI and spend optimization."

Forrester Wave
The Marketing Leader’s Guide to Data Strategy
87% percent of marketers say their top marketing goal for the next year is using data more successfully. We wrote this paper to show you how and provide a path forward. Sam Melnick, Vice President of Marketing Insights & Growth, Allocadia Marketing is hard. Of course it is also fun,...
ROI vs Attribution
ROI and attribution are two terms that marketers are very familiar with – or are they? After noticing a disturbing trend of marketers using these terms interchangeably, we knew we needed to address the problem head-on. They are both valuable measurements in a marketer’s arsenal, but only if they are...
MPM Maturity Benchmarking Report
Original research benchmarking how companies run the business of marketing We surveyed over 200 marketers to determine the industry’s maturity level around Marketing Performance and what the best marketers in the world are doing differently. Here, we present the key findings of this research, including: How the best companies manage...
How Red Hat is Building the Foundation for ROI
It’s easy to get tangled up in a web of ROI data that promises to solve all marketing woes. However, ROI is a tough beast to wrangle, and few will succeed without a solid underpinning strategy to guide the way. We were fortunate enough to participate in a live case...
Podcast: #RunMarketing Like a Submariner
Are you running your marketing organization like a submariner? I recently welcomed Bryan Semple, CMO of SmartBear, to our Marketers Count podcast. I’m always inspired by talking to modern marketers like Bryan and hearing about the strategies they’re using to make an impact in their organizations. While Bryan’s now leading marketing for...
Podcast: How to Run Your Marketing Organization Like A Business
Marketers Count Podcast Episode 1: How to Run Your Marketing Organization Like A Business Our CMO James Thomas recently sat down with Palo Alto Networks‘ David Cohen to talk about how marketers can shift their thinking and run their organizations like business units. The goal? Driving revenue – and making marketers...
The Gold Medal Marketing Planning Playbook
Good strategic plans are what separates the most effective marketing organizations from the rest of the pack. Many marketers would like to improve the strategic planning processes in their companies, but aren’t quite sure where to start. This 14-page playbook outlines the 3 levels of strategic marketing planning: Bronze, Silver...