Allocadia Overview: Operationalizing the SiriusDecisions Campaign Framework

Allocadia | Vancouver, BC | 1-866-684-0935 | sales@allocadia.com | www.allocadia.com 1

Overview | Allocadia Software

Operationalizing the SiriusDecisions Campaign Framework Using Allocadia

Introduction

Measuring global performance across an enterprise-class marketing organization is

a complex process for the CMO and Marketing Operations teams. Without strategic

alignment and visibility into marketing investments, program spend and results, B2B

marketing organizations often waste significant funds on misaligned reputation,

demand creation and sales enablement activities. B2B organizations need a strategic

approach to managing their investments and measuring their performance metrics by

objective, region, channels and teams.

The Approach: The SiriusDecisions Campaign Framework

The SiriusDecisions Campaign Framework is a strategic planning and budgeting

framework developed by leading analyst SiriusDecisions to address the challenges

of global alignment across marketing and sales organizations. Marketing

organizations use The Campaign Framework to define the campaign strategy based

on fundamental characteristics such as buyer’s need, the four program families and

tactics, core corporate initiatives, timeframe and functions via an interlock process.

The Execution: Operationalizing The Campaign Framework

How can a marketing organization achieve full alignment and visibility on a global

scale? After establishing The Campaign Framework to suit your organization, the

challenge is deploying it across your organization. Allocadia is an enterprise

marketing software for marketing planning, budgeting and analysis that helps global

marketing teams operationalize the Campaign Framework to enable and facilitate

this strategic approach. It operates as a tool to manage operational processes, from

planning and budgeting to programming and marketing ROI data.

With the Campaign Framework and Allocadia Software, B2B marketing organizations

can plan and budget strategically while at the same time, gain full alignment and

visibility across the marketing organization.

WEBINAR ONDEMAND

How to Align Marketing Campaign Plans and Budgets

Learn how marketing

organizations can deploy the

SiriusDecisions Campaign

Framework using Allocadia.

Watch the webinar:

resources.allocadia.com/

siriusdecisions

2Allocadia Overview: Operationalizing the SiriusDecisions Campaign Framework

Allocadia | Vancouver, BC | 1-866-684-0935 | sales@allocadia.com | www.allocadia.com

Execution Allocations

This illustration shows how you input the corresponding bottoms-up budget (to compliment your top-down budget from above), so you can send the budget to the marketers who are spending it.

Step 2Identify your corporate organizational hierarchy and assign your quarterly budget.

Step 3Marketers tag their activities to their campaign budget source. As a result, the top-down and bottoms-up budgets can be married up.

Example: Allocate budget functionally across the organization by Global and Regional hierarchy, then by quarter.

Campaign Hierarchy & Allocations

This illustration shows how you can input your campaign hierarchy and top-down quarterly budget allocations from your Campaign Framework into Allocadia.

Step 1Identify your compaign hierarchy and establish your splits between the four core program families depending on your environment and assign quarterly budget.

Example: High-level over-arching corporate campaign “The Data-driven Marketer” and Sub-campaigns by Segment “Enterprise, Mid- Market and SMB.”

High-tech company going into adjacent market, focused on Demand Creation and Reputation for particular segments.

Segment (Enterprise, MidMarket, SMB)

Program Family

Investment Planning and Budgeting in Allocadia Using the SiriusDecisions Campaign Framework

3Allocadia Overview: Operationalizing the SiriusDecisions Campaign Framework

Allocadia | Vancouver, BC | 1-866-684-0935 | sales@allocadia.com | www.allocadia.com

About Allocadia:

Allocadia Marketing Performance Management is planning, budgeting and analysis cloud software for revenue-driven marketing organizations. Allocadia helps enterprise organizations like Juniper Networks, VMware and Hootsuite get rid of cumbersome spreadsheets and gain unprecedented visibility into marketing performance. Learn more at

www.allocadia.com

Real-time Visibility into Marketing ROI and Drill-down

This illustration shows how you can gain visibility into your ROI metrics, so you can assess your return on marketing investment in real-time and gain the agility to reallocate your investments to areas that drive the most revenue.

Step 5Open your Analytics Tab to assess your marketing ROI. Because Allocadia connects to your sales (CRM), finance (ERP) and marketing systems (automation platforms), you can capture your ROI data all in one place.

Example: The Marketing ROI dashboard shows your global ROI, ROI by program and functionally by team as well as your marketing ROI funnel metrics.

Real-time Visibility into Global Budgeting and Drill-down

This illustration shows how you can gain key insights into your marketing operational data to achieve greater accuracy into your marketing spend across all teams.

Step 4Open your Analytics Tab to assess your campaign vs. functional budget allocations with visual dashboards.

Example: The Target vs. Plan dashboard shows your campaign plan by program family and your quarterly functional plan so you can understand how you’re tracking.

Functional Target vs. Plan Quarterly

Functional Target vs. Plan by Team

Campaign Target vs. Plan by Program

Campaign Target vs. Plan by Segment

With Allocadia, you can access over 50

visual reports for marketing or customize

your own within minutes. Marketers have

the critical insight to share with the C-suite,

sales and finance teams where marketing is

investing and why.

4Allocadia Overview: Operationalizing the SiriusDecisions Campaign Framework

Allocadia | Vancouver, BC | 1-866-684-0935 | sales@allocadia.com | www.allocadia.com

Allocadia Marketing Performance ManagementAllocadia is enterprise marketing software for CMOs and marketing teams. It helps global and regional marketing teams manage their planning, budgeting and analysis processes to drive better performance. From small teams to global organizations, Allocadia allows you to collaboratively manage marketing investments and returns quickly and easily.

By connecting marketing operational data to different systems such as CRM and ERP, Allocadia’s solution provides a complete picture of marketing data so CMOs can have clear visibility into their organization and

marketing operations can quickly answer business questions from the C-Suite.

* How Allocadia works. This diagram shows how Allocadia brings your marketing ecosystem together, giving you complete visibility into performance for your marketing team, and across the entire marketing organization.

Watch a Demolearn.allocadia.com/demo