Every marketing action starts with investment. And every investment starts with a plan.
Still, budgeting and planning processes are among the most hair-pulling exercises marketing teams go through each year. That’s why National Instruments turned to SiriusDecisions’ Campaign framework to bring sanity back to this annual activity.
For this 400-member global marketing team, selecting an industry accepted framework, leveraging technology, and doubling down on collaboration led to huge strides in their planning and budgeting process.
Helena Lewis, Sr. Group Manager, Global Marketing Operations and Technology at National Insrtuments joined Sam Melnick, Director, Customer and Marketing Insights at Allocadia to share how her team turned this framework into reality.