Workfront Joins Allocadia as a Partner and Customer to Enhance the Performance of Global Marketing Organizations

Allocadia, the industry’s leading Marketing Performance Management (MPM) platform, announced that Workfront, the first modern work management application platform, and a partner since 2014 has joined as a customer as well. Together, the two companies enable marketers to break down silos and create a holistic view of marketing activities end-to-end.

Prior to bringing Allocadia into their technology stack, the Workfront marketing team was managing their investments in spreadsheets and other financial systems. The team was proactive about managing their investments, but there was no easy way to align data from financial systems like Netsuite and Coupa with the activities results they pull from Salesforce. Now they’re utilizing Allocadia as a single source of truth for marketing investment and project data, and combining that with the data they pull from their own Workfront instance around workflows and content. These core data integrations will enable them to measure the impact of their activities and help improve ROI.

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“Our marketing organization excels at managing the workflows and content management aspects of our team, but we lacked a way to manage our plans and investments in order optimize the entire team,” said Brandon Jensen, Director of Marketing Ops at Workfront. “With Allocadia, we’ll be able to understand where our investments are making the most impact. The system enables us to optimize the campaign planning and execution process and measure our performance to assure we’re improving our ROI and hitting our corporate goals.”

According to The Forrester Wave: Marketing Resource Management, Q3 2018, “as highly customized, on-premises MRM technology becomes outdated and less effective, improved user adoption will dictate which providers will lead the pack. Vendors that can provide comprehensive yet easy-to-use solutions via modular packaging and third-party integrations position themselves to successfully meet evolving MRM requirements.”

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Workfront and Allocadia together are core elements of this future that Forrester describes, providing easy-to-use, out-of-the box platforms that help marketers better plan, manage and measure the impact of their organization. Together, the two platforms simplify the planning-to-execution workflow, save time and effort with a more streamlined process, give marketers better visibility and control over marketing spend and enable teams to drive more impact by exposing which activities are yielding the efficient results.

“Organizations need a way to run marketing better, and this means having full clarity around where your people and investments are making the greatest impact,” said Gavin Henry, VP, Global Partner and Business Development at Allocadia. “In today’s fast-moving marketing world, it’s table stakes for companies to have financial management and work management capabilities that ensure their activities are fully aligned to business objectives from start to finish. Marketing teams that are implementing Allocadia and Workfront together are better positioned to efficiently drive growth for their organization.”

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