Allocadia Announces Key Milestones Achieved by #RunMarketers in 2017

By Sudipto Ghosh On Jan 17, 2018

Allocadia Announces $25 Billion in Global Investment Managed by Over 10,000 Marketers Through Platform, Saving Over 1 Million Work Hours and Driving an Estimated $5 Billion in Growth

A Top-150 MarTech RADAR company and the creators of the #RunMarketing movement, Marketing Performance Management (MPM) technology firm, Allocadia, has announced $25 billion of the global marketing budget has been managed through its award-winning platform by over 10,000 marketers.

This announcement represents an important milestone in the Marketing Performance Management market, which has been redefined by technological advances and new pressures on the marketing function. It also cements Allocadia’s leadership position in the MPM industry.

At the time of this announcement, Allocadia CEO and Co-Founder, Kristine Steuart, said, “Helping global organizations manage over $25 billion in marketing budget dollars with confidence is a tremendous validation of our mission from day one. This milestone represents a bellwether of change in the marketing industry, as CMOs take on a strategic, measurable role in driving business growth.”

Kristine added, “It’s clear that Marketing Performance Management is now a critical infrastructure in a marketing technology stack, and a core discipline for every marketing team to adopt. We are driven by the trust of our customers around the world who rely on Allocadia to invest with certainty and measure the impact of each dollar spent. On to $50 billion!”

With an average performance increase of 15% for marketing budget managed through the Allocadia platform, the company estimates that $5B in global business growth has been influenced to-date with today’s milestone announcement. In addition, marketers worldwide have saved over 1 million work hours through Allocadia by reducing the time spent planning, budgeting and measuring marketing results by an average of 30%.

The company also announced rapid customer expansion in recent months, becoming a core part of how more than 200 enterprise organizations “#RunMarketing.” Companies including Box, Demandbase, GE Digital, Canon (EMEA), Doctors Without Borders/Médecins Sans Frontières (MSF)-USA, Rockwell Automation, and LogMeIn all leverage Allocadia to gain confidence in how they allocate marketing budgets, through full control over their marketing plans, investments, and results.

Glenn Thomas, Chief Marketing Officer at GE Healthcare, said, “Our decision to adopt Marketing Performance Management is about visibility and transformation. Allocadia enables our team to better execute our plans, make the right investment decisions and prove return.”

“The rapid growth and momentum demonstrated by Allocadia in 2017 is evidence of the critical importance of MPM today,” said Kathleen Schaub, Program Vice President for the CMO Advisory and Customer Experience practices at IDC. “Modern day marketers are tasked with becoming a revenue driver and an architect of the customer experience, meaning they must guide, build support, and energize what happens behind the scenes. Allocadia’s trajectory is proof of the immediate priority MPM presents to organizations, who must look beyond marketing execution to the operational scaffolding that makes success possible.”

The news follows a series of achievements for Allocadia including–

Notable Industry Recognition

Allocadia was recently recognized in an independent Forrester Research study on Marketing Resource Management, which noted that “marketers looking to refine their planning and measurement techniques should evaluate Allocadia’s SaaS-based approach to closed-loop performance management.”

The company has also earned several awards in 2017 including; “Best Marketing Technology Company of the Year” and “Best Analytics Company” from DM News; one of Canada’s fastest-growing companies on the Deloitte Technology Fast 50 program; two 2017 Stackie Awards for both marketing technology infrastructure and marketing team infrastructure by ChiefMarTech; A Top Rated CEO Award from Owler for Allocadia CEO Kristine Steuart; the Ready to Rocket Award given to high-growth firms in British Columbia; the BC Technology Impact Award for Community Engagement recognizing corporate social responsibility; the Content Experience Explorer Award celebrating trailblazing content marketing efforts; a Top Canadian Women in Tech award from theBoardlist for CEO Kristine Steuart, and recognition as a Top B2B Marketing Influencer.

Expanded Partnerships

This release comes on the heels of an announcement from Marketo naming Allocadia as a new partner to the Marketo® Accelerate ecosystem, the MarTech industry’s first partner accelerator.

Allocadia also recently announced partnerships with leading experts in marketing guidance as part of its expanded Partner Sales Channel program, announced earlier this year. These include Pedowitz Group, aiding marketing operations leaders on a path to revenue accountability, Sojourn Solutions helping enterprise organizations optimize marketing performance, leading analytics resource Allant Group, and Bluprint to expand MPM in the United Kingdom and Europe.

Allocadia continued its partnership with IBM, working with sellers and business partners worldwide to deliver MPM as part of the IBM Watson Marketing capability set. Allocadia is available both as an embedded component of Watson Campaign Automation and as a stand-alone, co-branded solution.

Innovative Technology Developments

The company also shared its rapid product development progress, deploying a range of customer-centric product enhancements in the past few months.

In early 2017, Allocadia introduced new analytics dashboards on data health and other prescriptive marketing performance insights at a glance. The team also launched a Customer Journey Insights solution to enable marketers to optimize investments throughout stages of the customer lifecycle. In addition, the team set forth a new Strategic Marketing Planning solution, offering a streamlined workflow and collaborative toolset to facilitate the creation of strategic marketing plans. For global organizations, Allocadia introduced enhanced multi-currency capabilities and workflows for ease of use across regions.

As many companies rely on more than a dozen different technologies in a single marketing stack, Allocadia also strengthened its Allocadia Connect initiative. These deep API integrations into various systems help organizations to drive investment, planning, and measurement insights within critical business operations tools, ensuring Allocadia as the central system of record for marketing teams.

The First-Ever Marketing Performance Management Awards

The 2017 #RunMarketing Awards from Allocadia recognized leading brands using MPM to foster greater accountability, transparency, and impact in their organizations. Winners were selected by a committee of experts including judges from IDC and TOPO, and were announced in the fall. GE Digital, Microsoft, Red Hat, SmartBear, and Intralinks were recognized for demonstrating best practices across various facets of MPM.

Industry Thought Leadership

Following the introduction of the landmark Marketing Performance Management Benchmark Study, executives from Allocadia were invited to speak at marketing and business industry events including Marketo’s Marketing Nation Summit, MarTech, Incite Marketing Summit West, ANA/BMA Masters of B2B Marketing, IBM Amplify, INBOUND, MarketingProfs B2B Forum, SiriusDecisions Summit, SiriusDecisions Technology Exchange, MarTech Boston, SAAS North and Brand Marketing Summit East.