Case Study: VMware achieves faster reporting, budget control & global marketing alignment with Allocadia

How Allocadia Helped VMware’s Marketing Teams Get Better Aligned, Stay On Budget & Make More Strategic Decisions

VMware, a global software company with roughly 18,000 employees and 400 marketers across more than 100 offices, struggled to get visibility into how marketing dollars were spent. Budgeting and investment data lived in disparate spreadsheets, making it difficult to answer basic questions about spend by product, funnel stage or region and forcing the team to spend 850 person-hours in 2012 just to produce a high-level global marketing report.

VMware implemented Allocadia’s cloud-based marketing planning and budgeting platform (rolled out July 2013) to centralize expense inputs, standardize coding and link to finance systems. Beyond change-management work to drive adoption, the result was far faster, more accurate reporting (the same report now takes under 50 hours), easier ERP reconciliation, quicker answers to spend queries, improved forecast accuracy and budget adherence, and better visibility and alignment across global marketing teams—enabling more strategic, data-backed decisions.

VMware

Chethan Chandra

Senior Manager of Business Operations