V3.0

At Allocadia, we have big goals.
In order to accomplish these, we are thoughtful about the team we build
and how we all work together. This includes how we work with our
customers, partners, community, and any Allocadia stakeholder.
Our Culture Code helps us do this.

OUR MISSION
Bring confidence to every
marketer in the world.

More on our Mission…
We have entered into a new era where marketers
must make every dollar count.
Marketers have more responsibility than ever before. As technology has changed
how consumers and businesses buy, it is the CMO who is leading their companies
through this digital transformation.
As a result, CMOs and marketers today need to understand
what’s working and what’s not, and prove business impact.
They need to lead with confidence.

MPM is the discipline used by marketing organizations to evaluate the impact of marketing.
MPM enables marketing to understand return on marketing investment and tell the story
of marketing performance in terms of business impact.
What we do
Marketing Performance Management (MPM) is how you RUN marketing,
while engaging with the customer is how you DO marketing.
Allocadia helps marketing teams RUN marketing.

ResultsPlans
Create, collaborate and share
marketing plans that align with
company objectives and
communicate the business impact
of marketing.
Investments
Manage global marketing
investments and approvals, connect
to ERP, and create scenarios –
enabling data-driven investment
decisions.
Plan revenue goals and apply
conversion metrics to forecast
revenue impact, bring-in actual
results data from campaign and
CRM systems to prove impact.
What we do
With Allocadia, every marketer in an organization gains insights into their marketing plans,
investments, and results. This equips marketers to make better decisions and re-allocate
investments to the initiatives and customer experiences that drive the most business impact.

At Allocadia, we #RunMarketing
As a team, we…
#RunTogether #RunToWin #RunSmart
#RunCreatively #RunHealthy

Trust. We’re in it together. We support each other through
collaboration, compassion, and mutual respect. We are respectful of
our team mates opinions so we can focus and strive toward a
common goal.
Empathy. We care about each other, our customers and partners, our
community, and Allocadia.
Empowerment. We are all leaders in our own right. We are all
empowered to lead each other to execute.
Alignment. We align on clear goals. We are all working with the
same purpose and we hold each other accountable.
Customers. We always have the customer in mind. They are a part
of our team every day and we are a part of theirs.

Responsibility. We understand the tenacity required to win in our
market. We take responsibility for delivering quality results. We
iterate, launch, and execute often. We act with speed and efficiency
and are okay if something isn’t perfect on the first try.
Clarity. We consistently align and strive to create win-win situations
and outcomes. We seek clarity to define the win.
Results. We are proud of what we deliver internally and externally
as well as the relationships we build.
Courage. We are pro-active, curious and courageous in our day-to-
day interactions.
Ownership. We own our path. We are responsible for our actions
and work product. We stick to timelines, communicate respectively
and effectively to others.

Brain Trust. We know our collective strength. We ask for the ball, we
know when to shoot and when to pass.
Experts. We aim to be experts in what we do by taking responsibility
for our own learning. We hone our craft through research, practice,
informal and formal training.
Data-Driven. We respect data but don’t ignore our gut feeling.
Focus. We acknowledge success doesn’t just happen, it’s planned for.
We practice discipline and are focused on our journey to success. We
operationalize our systems so we can focus on making an impact.
Agile. We are agile and flexible in order to solve problems.

Problem Solving. We are ambitious and persevere. We are
solution focused and seek out creative ways to get to results.
Story-Telling. We craft stories to connect a message to people
internally and externally, using past knowledge to show what’s
possible.
Innovation. We trying new processes/practices and do not accept
status quo. We remain open-minded as we learn and attempt big
bold ideas.
Opportunity Seeking. We find wins. We embrace an
entrepreneurial spirit, actively seeking out change, rather than
waiting to adapt. We challenge conventions.
Risk Taking. We take considered risks without fear of failure. We
are not afraid to step outside our comfort zone or fail.

Relationships. We communicate our goals, priorities, victories and
challenges to build healthy trusting relationships with each other, our
customers, partners, and community.
Recognizing people’s lives. We are flexible and accommodating to
foster work/life harmony. The families of Allocadians are part of our
team.
Celebration. We build excitement, bring people together, feel wins
broadly and celebrate with pride.
Positive mindset. We look forward to what’s next. We don’t
complain, we know positivity helps but negativity doesn’t. We re-
frame challenges into opportunities
Well-being. We take care of ourselves and each other. We
encourage healthy habits, following passions, and taking time to
disconnect.

#RunHealthy
Relationships. Recognizing
People’s Lives. Celebration.
Positive Mindset. Well-
Being.
#RunCreatively
Problem Solving. Story-
Telling. Innovation.
Opportunity Seeking. Risk
Tasking.
#RunTogether
Trust. Empathy.
Empowerment. Alignment.
Customers.
#RunToWin
Responsibility. Clarity.
Results. Courage
Ownership.
#RunSmart
Brain Trusts. Experts. Data-
Driven. Focus. Agile.

To support living our values, these are some of the systems and tools we use at Allocadia.
Leader/Leader
Framework
Recognition
Programs
Flexible Work
Options
Wellness
Programs
Ongoing
Training
Officevibe:
Anonymous
feedback
Leadership
Transparency
Community
Engagement
Program
Customer
Onsites
Celebrations:
big & small wins
Coffee
Connections
Personal &
Professional
Goal Setting
Team Involved
Planning
Process
Professional
Development
Budget

Leader/Leader Framework
Clarity
State goals clearly, openly, &
honestly
Competence
Give tools to be technically
competent
Courage
Trust team to deliver even
in adversity
Control
Give control, not take
control
This is a core tool we use to help live our values. Our values
are influenced by the belief that we are all leaders. We
encourage every Allocadian to read Turn Your Ship Around
to better understand and live Allocadia’s culture.
The 4 Cs of Leadership are embedded in our values.

LIVING IT - All team members, we…
• GIVE FEEDBACK – We help to
create and give feedback on goals &
strategies
• UNDERSTAND – We understand our
goals, strategies & key metrics & how
our actions impact them
• ALIGN - We ensure our day-to-day
activities align to & impact goals
• SEEK TO CLARIFY – When we do
not understand our goals or how our
actions align
• MENTAL CLARITY- We aim to
achieve a balanced perspective
• SEEK TO BE EXPERTS – We aim to
be the best at what we do
• CONTINUOUSLY LEARN – We take
responsibility for continuously
learning
• HONE OUR CRAFT – We hone our
craft through research, practice,
informal and formal training
• QUALITY – We work smart & hard
to deliver the best quality work we
can
• PROUD – We are proud of what we
deliver internally and externally
• TRY – We try new things that take
us out of our comfort zone and are
not afraid if we fail
• EXPRESS – We are not afraid to
share our opinions & ideas
• ENCOURGE – We encourage one
another to “try and express” and to
move forward when we face
adversity
• SHARE LEARNINGS - We take
learnings from things that did not
work and we share learnings openly
• CELEBRATE - We celebrate when
team members “try and express”
• OWN – We have a sense of ownership
over our work
• PRO-ACTIVE – We are pro-active in our
day-to-day interactions
• THOROUGH – We do not assume or rely
on others to ensure that something gets
done
• TAKE RISKS – We take calculated risks
to make decisions within our sphere of
reference
• ANTICIPATE– We anticipate what might
happen and we take steps to address in
advance
LIVING IT - Team leads, we… (in addition to the above)
• STATE & RELATE – We state goals
clearly, early and often, We relate
daily actions to goals to reaffirm
alignment
• ELICIT FEEDBACK – We encourage
feedback and address it.
• COMMUNICATION STYLE – We ask
and understand how best team
members like to be communicated to
• FEEDBACK – Give immediate and
actionable feedback on areas of
improvement
• TOOLS – We give the tools to be
technically competent
• SUPPORT – We support team
members in professional
development programs
• OPPORTUNITIES – We provide
opportunities for team members to
push themselves into new unknown
areas
• OPEN – We discuss learnings from
failures and provide constructive
feedback
• RECOGNIZE – We recognize team
members for trying something new
and expressing their opinion
• DELEGATE & SUPPORT – We
delegate and give room to team
members to deliver/make decisions
• PROVIDE THE OBJECTIVE – We
outline the goal and the end result and
don’t dictate the approach
• TRUST – We trust team members to
find and follow best path forward and
let them fail if that’s what’s necessary
Clarity Competence Courage Control

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