Our Story

Today, Allocadia drives confidence in marketing…

10,000

Marketers

$25B

in Marketing Spend Managed

1 Million

Hours Saved

$25B

in Revenue Influenced

Scroll to discover our story

Two marketers saw an opportunity

The Allocadia story begins with the entrepreneurial spirit and ambition of two identical twin sisters who shared a collective desire to create and innovate.

While operating their first venture, a marketing services company, they witnessed their customers struggling with a familiar marketing pain – managing multi-million dollar budgets across multiple spreadsheets dispersed throughout the organization. Their customers lacked visibility into marketing spend, couldn’t answer basic questions about spend forecast or commit, or communicate the ROI on their marketing spend.

They knew there had to be a better way.

2010

Napkin
Jul

An Idea Was Born

Inspired, Kristine and Katherine begin sketching out plans for a software service and start building a prototype.

Napkin
Jan 24

Introducing Allocadia

Their prototype in hand, the sisters hop on a plane to the DMA (Data & Marketing Association) Annual Conference, and quickly sign their first customer. Allocadia is born.

Learn about Allocadia’s Vision

2011

Garage Sessions
Jul

Garage Sessions

Allocadia being bootstrapped in early days meant garage sessions for collaboration were a must! We still do garage sessions today!

Susan Vanin
Sep

Juniper Networks

We sign our first enterprise customer Juniper Networks, soon after, Citrix, VMware, F5 Networks, and we're on our way.

2012

Jan

Eloqua becomes the first of many Allocadia partners to help us bring confidence to marketers.

Marketing Performance Management
Jan

Marketing Performance Management

We choose our category! Should it be MRM – Marketing Resource Management? No, let’s make it MPM – Marketing Performance Management! We're the first to label this, and become category leaders with brands like Microsoft, Philips Lighting, and RedHat choosing us in this space.

2013

Jan

Allocadia Raises $1M Seed Round to Accelerate Growth.

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Kristine presenting at Marketo
Jun

Marketo

Marketo puts our CEO in front of 4,000 marketers to deliver the keynote at the 2013 Marketo Summit, announcing Marketo Financial Management with Allocadia.

2014

Series A tour in the valley
Jun

Allocadia raises $7M in Series A financing to continue exponential growth and expansion (following a tour of Silicon Valley in a Fiat!).

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Butterfly wall mural
Jun

Allocadia’s Purpose-Designed New Space

After four years of shared space, Allocadia moves into its very own office. The focal point of this office is a butterfly wall mural, highlighting our culture of transformation.

Jun

Allocadia Community Engagement program launches, with a strategic focus on empowering girls & women to pursue technology and/or entrepreneurship.

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2015

Values
Oct

We define our values and create our first culture code (version 0.5).

Careers and Culture Code
Dec

Allocadia Raises $16.5M Series B Financing.

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2016

#RunMarketing Soccer Pro
Mar

#RunMarketing

#RunMarketing is born. A marketing campaign that is now entrenched in our brand and culture began as an idea for event season. The idea of Run vs Do marketing continues to spread!

Dec

Microsoft chooses Allocadia to optimize global marketing investments.

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2017

Kristine and Sam at the DMN
Apr

DMN Awards

Allocadia wins big at the DMN Awards, taking home both the Marketing Technology Company of the Year and Analytics Company Winner.

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BCTIA
Jun

Technology Impact Awards

Allocadia wins the BCTIA for Community Engagement. The best award we could win as it celebrates and recognizes how far Allocadians go beyond their job titles.

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Sep

Run Marketing Awards

Being continuously amazed by how marketers #RunMarketing, we launch our own annual awards to celebrate their success. Winners in the inaugural year included exceptional marketers from GE Digital, Microsoft, SmartBear, RedHat & Intralinks.

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2018

Jan

We hit customer milestones - as we hit $20B managed marketing spend in Allocadia we now save our customers 1 million hours & influence $5B in revenue.

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