Marketing & Finance Story: VMware

April 18, 2017

Empowering the Marketing Finance team to focus on high-value activities​

In many enterprise organizations, you’ll find finance professionals who sit within the marketing organization. VMware is one such company, and Chethan Chandra, Senior Manager of Business Operations is one such person.

Chethan and his team are the critical links between the wider Marketing and Sales groups. One of their main functions is to manage the way marketing dollars are spent, tracked and optimized. But with hundreds of marketers worldwide managing investments in disparate spreadsheets, Chethan and his team had very little visibility before bringing in Allocadia. 

“Allocadia has built visibility and trust among our global marketing teams.”
Chethan Chandra, Senior Manager of Business Operations, VMware

While Allocadia has made VMware Marketing Finance team more efficient (for example, a report that used to take 850 person hours to compile now takes just 50), the larger benefit Chethan sees is in the high-value conversations that are now possible. Instead of chasing a money trail and having conversations about aligning spend to plan, his team can focus on priority finance, planning, and analysis activities for the CMO.

At VMware, Allocadia has brought outsized value to the team that bridges the Marketing and Finance groups, helping them become more strategic. They, in turn, are able to deliver more value to their own internal customers.  

“It’s helping people analyze spend patterns,” Chethan says. “Now we have real data and facts to support big decisions.”

Read the full VMware case study

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