Case Study: Demandbase achieves spend-per-opportunity visibility and Finance alignment with Allocadia

How Marketers at Demandbase Solved a Performance Measurement Challenge Set Out by the CMO

Demandbase’s marketing operations team, led by Nanneke Jansen, had strong campaign measurement but hit a roadblock when the CMO asked, “How much are we spending per opportunity?” Finance systems only tracked expenses by category (not by campaign), and marketing relied on disconnected spreadsheets, so the team lacked a single source of truth to answer the question or manage real-time cash (occurred, forecasted, committed).

Demandbase implemented Allocadia’s Marketing Performance Management solution, bringing Finance into the decision and implementation process. The platform gave the team campaign-level spend tracking, up-to-date dashboards, and visibility into spend per opportunity, which improved efficiency, accountability and insights — and strengthened collaboration with Finance for better investment decisions.

Demandbase

Nanneke Jansen

Director of Marketing Operations