Sidetrade, a global leader in AI-powered Order-to-Cash applications, has announced the appointment of Allison Barlaz as Chief Marketing Officer. This strategic move is part of Sidetrade's ambitious plan to enhance its market presence and accelerate growth, particularly in North America.

1. Experience and Role

   • Allison Barlaz brings over twenty-five years of experience in product and marketing roles within software companies, including SaaS vendors.
   • As CMO, Barlaz will provide visionary leadership and strategic marketing direction.
   • She will contribute significantly to Sidetrade’s expansion goals.
   • Barlaz will be part of Sidetrade’s executive committee, expanding its membership to 10.

2. Strategic Impact

   • Barlaz’s appointment comes at a pivotal moment as Sidetrade navigates significant Gen AI transformations.
   • Her expertise in building B2B brands and martech will enhance Sidetrade's market reach and growth initiatives.

3. Proven Track Record

   • Barlaz has a proven track record in demand generation and leveraging new marketing technologies to support business objectives and drive revenue growth.
   • She has specific experience in the Order-to-Cash market, notably leading BlackLine's demand generation and digital marketing strategy for over two years.

4. Vision for the Future

   • Barlaz is excited about the opportunities in the Order-to-Cash market, especially with the growing impact of AI technology.
   • Sidetrade’s leadership in the market is highlighted by its three-time positioning as a Leader in the Gartner® Magic QuadrantTM for Invoice-to-Cash Applications.
   • Barlaz looks forward to contributing to Sidetrade’s global growth and market leadership.

5. Background and Education

   • Barlaz is based in the US and holds degrees from INSEAD Business School, UC Berkeley, and the University of Pennsylvania.
   • Her strong educational background underscores her readiness to lead Sidetrade’s marketing endeavors.

Allison Barlaz’s appointment as Chief Marketing Officer marks a significant step in Sidetrade’s strategic growth plans. With her extensive experience and expertise in martech and B2B brand building, Barlaz is well-positioned to drive Sidetrade’s market presence and growth initiatives, particularly in the rapidly evolving Order-to-Cash market.