A Marketing Operations Webinar with Allocadia and Workfront.

1. CMO Leadership Summit
Tim West | Senior Marketing Operations Manager | Box
Sam Melnick | VP Marketing | Allocadia
3 Ways Marketing
Operations Leads
Organizational Growth

2. Join the conversation on LinkedIn & Twitter
#MOpsWebinar
Allocadia @allocadia
Workfront @workfront

3. Speakers
Sam Melnick
VP, Marketing
Allocadia
Brandon Jensen
Director, Marketing Operations
Workfront

4. Agenda
Three focus areas today:
1. Connect marketing strategy and investments to business
outcomes
2. Increase efficiency with automated processes and optimizing
resources
3. Create a system of record for marketing that provides actionable
insights

7. Improve my marketer's
experience so they can
drive more value for the
business
MOpsCMO
Create a technology
ecosystem that is
connected and
automated
Marketer
Understand where to
spend my budget in order
to drive the greatest
impact
How Allocadia Can Help You

8. Modern work management for the
enterprise

9. 9
As companies race to
DIGITIZE…
THE DIGITAL WORK CRISIS
MARKETING
FINANCE
BRAND
CREATIVE
SUPPLY CHAIN
CUSTOMER EXPERIENCE
HR
PROJECTS
RESEARCH
DEVELOPMENT
LAUNCH

10. 10
…digitization creates infinite possibilities bringing new pressures
that today’s organizations are not equipped to handle.
100x faster
Infinite work streams
THE DIGITAL WORK CRISIS
Global complexity
Networked and social
Millions of variations
Exponential work product

11. 11
Why next generation leaders love Workfront
THE WORKFRONT ADVANTAGE
One place
for orchestrating
work
No boundaries
to getting
work done
See everything
across the
organization
Career
changing
results
Platform, DNA of Work Flexible, Simple, Integrated Visibility, Alignment Business outcomes
The Workfront Experience
People, Knowledge, Community

12. Allocadia allows marketers to plan strategically, invest with purpose, measure and optimize impact on the
business. It connects project data from Workfront to investment and results data, to drive ROI measurements.
Asset Management
MARKETING CONTENT
MANAGEMENT
Asset Management
Marketing Content Management
Digital content, workflow,
approvals, and version control
Work Management
MARKETING PROJECTS
Resource Investment Planning &
Actuals
Plans & Financial
Management
MARKETING STRATEGY & PLANNING
Strategic Plans, Activity & Result Plans, and
investment management
Marketing
Measurement
MARKETING ANALYTICS
Spend, result, ROI, and campaign
measurement and visualization.
CRM
Enterprise Planning
CORPORATE GOALS/PLANS
Finance &
Accounting
ACTUAL COMPANY EXPENSES
Campaign
Management
MARKETING EXECUTION
Events, Advertising, Email, ABM.
All customer facing activities

13. 1. Connect marketing strategy
and investments to business
outcomes

14. The Challenge: Connecting marketing strategy
and investments to business outcomes
60 percent of Fortune 1000 CMOs claim they
cannot quantify the impact of marketing

15. Solution
Plans
• Allocate marketing budget strategically
• Ensure alignment across marketing teams
• Plan smart, measure precisely
Investments
• Get visibility into marketings’ actual investments
• Stay on budget and make smarter, faster decisions
• Get an accurate “I” for ROI calculations
Results
• Make ROI possible
• Optimize marketing performance
• Get confidence on where to invest the next dollar

16. Plantronics’ Pain Points
Marketing team seen as cost center
Inconsistent & incompatible spreadsheets
Backwards-facing financial modeling
Manual & redundant workflows

17. Plantronics’ Operational North Star
GLOBAL
REGIONAL

18. ✓ Better alignment to company North Star
✓ Forward facing investment models
✓ Automated workflows to eliminate redundancies
✓ Connected data sets for accurate, timely, and actionable insights
Value from Allocadia & Workfront

19. 6
2. Increase efficiency with
automated processes and
optimizing resources

20. 1
The Challenge: Increasing efficiency with
automated processes and optimizing resources
Marketing organizations use an average of 90
different cloud services to run their teams

21. Solution
• Creates an automated stream of work that reduces human error
• Enables team members to work on strategic problems rather than
manual data entry
• Integrated platforms enable teams to get a better understanding of
how their programs are driving impact

22. Commvault’s Pain Points
No control over marketing budgets
Couldn’t match marketing campaigns to spend
Planning budgets was time consuming
Duplicating manual tasks across platforms
No clear path to ROI
Marketing team was static and reactive

23. Project requested
(Allocadia ID passed)
Program Created
in Marketo
Project is updated in Workfront (Program Name & ID)
Campaign is updated in Workfront
(Campaign Request form data + Allocadia ID)
Campaign is created in SFDC
(Integration with Marketo)
SFDC and Marketo campaign data synched back to Allocadia via Allocadia ID as identifier
Commvault’s Integrated Solution
1
5
6
3
2 4
Results Data (Marketo + SFDC) & Investment data (Allocadia + Workfront)
is reviewed using BI tool by the Marketing Intelligence Team
7

24. ✓ Less emails = less confusion
✓ Visibility into dollars and projects
✓ Clear path to ROI insights
✓ Marketing team is agile and proactive
✓ No more duplicating manual tasks = time saved for all marketers
✓ Better marketer’s experience leads to better customer experience
Value from Allocadia & Workfront

25. 3. Create a system of record for
marketing that provides actionable
insights

26. The Challenge: Creating a system of record
for marketing that provides actionable insight
Half of B2B marketers are unable to measure
results and align teams around common goals

27. Plan. Plan. Plan.

28. Pain Points
Various methods for capturing budget
No central data entry point
Planning and Execution separated
Plan vs Actual for both Budget and ROI unattainable

29. Workfront & Allocadia
Budget allocated,
project established in
Allocadia per channel
Campaign and
project work
managed and
directed in Workfront
Both content and
programs created
Content record
created & campaign
created and synced

30. Operational
System of
Record
New class of
Modern Work
Management
Built for people.
Familiar and intuitive,
easily connect your
business.
Keep using what you have.
Easy to implement and get going,
start small, and shape the
change.
Move at a new pace.
Bring together DNA of work:
collaboration, content and tasks.
Measure anything.
Deep record of every project,
analytic-driven insights and
reporting.
See everything.
Transparency of progress,
resources, outcomes, and
priorities.
Safe and secure.
Built-in security and compliance,
audit with confidence.
One place for work.
Records all work activity across
content and conversations.

31. OSR HCMITERPCRM
MEASURE AND OPTIMIZE
COLLABORATE
Work
execution
Review and
approve
DeliverStrategy and
intake
Budget and plan

33. 3 Ways to Lead Organizational Growth
1. Connecting marketing strategy and investments to business
outcomes ensures marketing is driving quantifiable impact the c-
suite will understand.
2. Increasing efficiency with automated processes and optimizing
resources means that marketers are able to focus their finite
time on projects with strategic value.
3. Creating a system of record for marketing provides actionable
insights for marketers by connecting all of their data and
platforms.

34. Want to Learn More?
http://bit.ly/ROIvAttributionhttp://bit.ly/3MarketingSilos