This month, we’re excited to welcome Gavin Henry to the Allocadia team. Gavin is a sales leader with experience building sales and channel programs at Business Objects, SAP and AT&T.
Most of us on the Allocadia leadership team have worked with Gavin, either directly or indirectly, at some point in our careers — and now he’s joining us to tackle the exciting challenge of growing our channel sales organization.
Here’s what he had to say about his new role and the future of Marketing Performance Management.
What opportunities do you see for today’s marketers?
I see a big opportunities for modern marketers to understand budgets and costs in a new way. Marketing budget management is a largely painful process with a ton of room for improvement. But, it’s not just about tactical cost management. Now’s the time for innovative marketers to move their organizations toward being revenue-driven and performance-based.
Why are you excited to work in Marketing Performance Management?
Marketing Performance Management is one of the biggest game-changers I’ve seen in the technology space in a long time. We’re in the early days of shifting traditional marketing practices toward trackable, performance-based digital marketing. This is a fascinating place to be right now.
I recently attended a large trade show for marketing automation vendors. There was an overwhelming amount of interest in what Allocadia is doing in the industry. I see a common need for MPM across all sizes of companies. Different companies and industries will have different needs and different levels of complexity, but everyone’s looking for the same kinds of answers.
I’ve heard people in the industry calling marketing campaigns and delivery the “front office” and marketing operations the “back office.” But that might be too simplified. I’d call Marketing Performance Management the “business of the marketing business.”
Why are you interested in a channel or partnership model to spread the word about Allocadia?
I think working with partners is an effective route for Allocadia to work with bigger and more diverse customers. When we go to market with a partner, we can deliver broader solutions and ultimately provide better value to the end user.
The customer comes first. We are open to developing partnerships that best support the goals and needs of Allocadia customers.
Historically, Allocadia has delivered solutions to companies in the high-tech industry. Now, new partnerships are bringing Allocadia and the principles of Marketing Performance Management into companies across diverse markets, including the automotive, beverage and financial services industries.
How is Allocadia different from the other major tech companies you’ve worked for in the past?
First, Allocadia is unique in the industry. We’re defining what the financial operations landscape looks like for a marketer in the cloud. That’s exciting.
And, we’re not working in a clearly-defined market. The Marketing Performance Management space is new, within the Marketing Automation market, which is also relatively young.
But, at the core, my role is similar to what I’ve done at more traditional software companies. Our challenge is to deliver the most effective solution to the customer. If we can deliver broad solutions through partnerships with other vendors or integrators, that’s even better.
Keep reading: Learn more about Gavin and the rest of the Allocadia leadership team.
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