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How NI Revamped Marketing Planning

Every marketing action starts with investment, and every investment starts with a plan.

Still, budgeting and planning processes are among the most hair-pulling exercises marketing teams go through each year. That’s why NI (formerly National Instruments) turned to SiriusDecisions’ Campaign framework to bring sanity back to this annual activity.

For this 400-member global marketing team, selecting an industry accepted framework, leveraging technology, and doubling down on collaboration led to huge strides in their planning and budgeting process.

Helena Lewis, Sr. Group Manager, Global Marketing Operations and Technology at NI joined Sam Melnick, Director, Customer and Marketing Insights at Allocadia to share how her team turned this framework into reality.

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 strategically, invest with purpose, measure the performance of their activities, and ultimately maximize marketing’s impact on the business. This gives marketers the ability to drive greater performance, increase ROI and improve alignment with corporate goals. Companies like VMware, GE Healthcare, Box and Charles Schwab manage more than $25 billion marketing dollars within Allocadia, which enables them to save up to 40% of the time they spend on budgeting and planning as well as double their pipeline-to-spend ratio and ROI. Learn how your team can start running marketing at