The document provides an overview of aligning marketing campaign plans and budgets using the SiriusDecisions Campaign Framework and Allocadia software. It discusses defining complete campaigns based on buyer needs rather than products, comprising reputation, demand creation, sales enablement, and market intelligence programs. Budgets should be allocated to campaigns over time using a top-down then bottom-up approach. Allocadia software allows defining a campaign hierarchy, setting targets, aligning to goals, and measuring ROI on spend.
How to Align Marketing Campaign Plans and Budgets with SiriusDecisions
1. How to Align Marketing
Campaign Plans & Budgets
A presentation on Global Marketing Alignment
Using The SiriusDecisions Campaign
Framework and Allocadia Software
26. 4
Key Takeaways
• Campaigns are based on buyer
needs; are long term and integrate
multiple functions via interlocks
• Campaigns comprise 4 key program
groups, that contain tactics
• An allocation approach to budgeting
provides the fuel to energize
campaigns
• Allocadia combines top-down
campaign allocations with bottom-up
with detailed plans and execution
28. Contact Us
Next Steps:
Start a free trial at:
allocadia.com/30-days-free-trial/
Richard Sharp
COO of Allocadia
richard.sharp@allocadia.com
604. 639. 5736 x. 111
www.allocadia.com