Allocadia Co-Founders and Kristine Steuart (CEO) and Katherine Berry (Chief Product Officer)
Two marketers saw an opportunity
The Allocadia story begins with the entrepreneurial spirit and ambition of two identical twin sisters (one sales & marketing-y and one tech-y) who shared a collective desire to create and innovate.
In 2005, Allocadia CEO Kristine Berry Steuart was a marketing manager at a global high-tech company in Vancouver, Canada. Like so many marketers, Kristine and her colleagues managed their multi-million dollar marketing budget in multiple spreadsheets spread throughout the organization, causing them all kinds of business pains: they lacked visibility into their marketing spend, and couldn’t answer basic questions about spend forecast or commit. Likewise it was impossible to understand or communicate the ROI on their marketing spend.
Across the globe, her identical twin Katherine was working as a Web Designer and studying for her Masters in Oslo, Norway.
A company is born
When Katherine returned to Vancouver, the entrepreneurial sisters created their first venture – a marketing services company – and witnessed their customers struggling with the same marketing pains Kristine had experienced. They knew there had to be a better way.
Inspired, they built a prototype, hopped a plane to a tradeshow, and quickly signed their first customer. Allocadia was born.
Officially launching in 2010, the sisters bootstrapped the business and focused on providing great customer service and delivering innovative enterprise marketing software that solved a universal pain point with marketers. And, they signed more and more customers including leading global enterprises such as F5 Networks, Juniper Networks, StepStone, PGI, and Trimble. Sales rocketed, with the company growing bookings 321% year-over-year before bringing on investors.
Allocadia’s First Trade Show Booth