Allocadia

Allocadia is a leader in marketing performance management.

Joined Portfolio

2013

Sector

media

Allocadia is the leader in Marketing Performance Management and creators of the #RunMarketing movement. The company's award-winning technology empowers marketers with confidence in their plans, investments, and ROI. Founded in 2006 by twin sisters Kristine Steuart and Katherine Berry, Allocadia today serves more than 10,000 marketers worldwide, managing over $25B in marketing investment to date for enterprise companies including Microsoft, Juniper Networks, VMware, Red Hat and Charles Schwab.

The story of our investment in Allocadia is part and parcel of our desire to foster an inspiring and vibrant community. We received a last minute introduction to Co-Founder Kristine, and made time to grab a quick coffee while on our way to hear a pitch from another company. We were immediately taken with the conviction in Kristine and Katherine's entrepreneurial journey — they had lived the problem they set out to solve, quit their jobs, built a product and attracted some major customers.

Initially, they didn't want to raise venture capital, but soon realized we weren't going to stop pursuing them until they partnered with us. Ultimately, we passed on investing in the other company, and have had the great opportunity to support Allocadia's path as they transform media.