Case Study: National Instruments achieves global marketing transparency and ROI visibility with Uptempo

How NI Drives Impact and Alignment with Allocadia

National Instruments, a $1.3 billion engineering‑focused company with hundreds of marketers worldwide, faced fragmented global planning—regionally maintained Excel and PowerPoint plans and no single system of record—making it difficult to tie budgets to results. To solve this, NI adopted Uptempo’s marketing performance management platform to centralize planning, budgeting and campaign alignment across the organization.

Uptempo implemented a unified SaaS solution integrated with NI’s existing tools (Salesforce and Eloqua), scaled the SiriusDecisions campaign framework, and introduced features like an Alignment Score and campaign‑level budget allocations (for example a 30/50/20 split across overarching, product/platform demand, and regional activities). The result was transparent, centralized reporting by program, campaign, media, tactic and region; clearer visibility into operational vs. execution spend; stronger marketing‑operations influence on budgeting; and improved ability to measure and optimize marketing ROI.

National Instruments

Helena Lewis

Senior Group Manager for Global Marketing Operations and Technology