This is an example of the output document from the DocuStar Local-Ready Marketing Assessment that was designed as a lead generation tool.

1. Building a Local-Ready
Marketing Organization
Docustar Results Document
Prepared for
Docustar
Jun 12, 2013
by Liz Schaefer
513.772.5400 ext. 119
liz.schaefer@docustar.com

2. Building a Local-Ready Marketing Organization: RESULTS
What is a Local-Ready
Marketing Organization?
By definition, a local market includes customers located within the region the
product or service is produced or made available. That means an effective local
marketing strategy should engage field sales agents and distributors — those who
know the local market best — to create highly targeted marketing messages. To
do this effectively and be considered “local-ready”, organizations must focus on
four key competency areas:
1. Marketing Asset Management: The ability to provide distributed channels
with ready access to up-to-date materials and to enable them to customize
messaging for their local market.
2. Campaign Management: The ability to provide distributed channels with
multi-channel turnkey campaigns as well as manage lists.
3. Workflow: The ability to leverage automation to streamline collaboration and
approvals and balance time spent on execution versus strategic initiatives.
4. Budgeting: The ability to effectively manage the cost of marketing assets.
Automate the allocation of marketing funds across sales/distribution channels.
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3. Building a Local-Ready Marketing Organization: RESULTS
Local marketing is challenging. For example, many advertising agencies do not offer
localization services to businesses who have distributed sales models. It is just too
difficult because it presents a long-term project that requires commitment, creativity,
technological investment and lots of work. Effective local marketing requires that
organizations understand marketing approval workflow between corporate and field
sales channels. Further, it requires organizations to understand the nuances between
sales agents and corporate when it comes to budgets, brand control and compliance.
The Local-Ready Marketing Assessment focuses on your unique organization, its current
state and where it must evolve to become local-ready. No two marketing organizations
are the same and no two assessments produce the same results; however, the
objectives are the same: to produce a sustainable competitive advantage.
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4. Building a Local-Ready Marketing Organization: RESULTS
Building a Local-Ready Marketing Organization
The LRMA breaks down organizations into four key practice levels:
Gearing Up: The Novice Organization (LRMA score <20)
Organizations at this level simply do not have the foundational processes or technology in place to be
effective in the given local-ready competency area. If your organization is in this situation, the good
news is that there are likely many productivity and compliance improvements on the table waiting to
be grabbed.
Equipped: The Intermediate Organization (LRMA score 21-60)
These organizations are employing some proven practices, but they are not integrated or are
limited in scope. With respect to marketing assets, it is likely difficult for local sales channels to
access compliant, up-to-date marketing materials. Campaigns may not be executed in a consistent
fashion engaging local sales channels. From a workflow standpoint, developing approved, localized
marketing materials may be resource intensive and time consuming. Limited controls may be in
place for managing marketing costs either centrally and/or across local sales channels.
Prepared: The Advanced Organization (LRMA score 61-80)
A Prepared organization is on its way to driving future returns on their localized marketing
investments but has room for improvement. If technology is being used for marketing asset
management, it may not be fully utilized or its functionality might be limited. With respect to
campaigns, they may be limited in frequency, do not integrate multiple channels or do not fully
engage local sales channels. Some workflow automation may be in place for localized marketing
initiatives, but resources are likely still strained. From a budgeting standpoint, cost tracking may be
focused on central marketing functions with limited tracking of marketing expenditures across local
sales channels.
Local-Ready: The Expert Organization (LRMA score 81-100)
Organizations at this level are getting the most out of their field sales force, agents and distributors.
With respect to marketing assets, they are localized, brand and regulatory compliant and easy-to-access
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by distributed sales channels. Campaigns which resonate with local targets likely occur on
a regular basis with little effort on the part of local sales channels. Processes are likely automated
without heavy reliance on technical resources and freeing up marketing to focus on strategic
initiatives. From a budgeting standpoint, the cost of marketing materials and campaigns is likely well
managed both centrally and across local sales channels.

5. Building a Local-Ready Marketing Organization: RESULTS
Your Local-Ready Scores
Marketing Asset Management
(20 out of 100)
100
80
60
40
20
Budgeting Campaign Management
0
(50 out of 100)
Scores for Docustar:
Marketing Asset Management:
Campaign Management:
Workflow:
Budgeting:
Workflow
(35 out of 100)
(35 out of 100)
Gearing Up: The Novice Organization (20 out of 100)
Equipped: The Intermediate Organization (35 out of 100)
Equipped: The Intermediate Organization (35 out of 100)
Equipped: The Intermediate Organization (50 out of 100)
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6. Building a Local-Ready Marketing Organization: RESULTS
Recommendations
Consider implementing the following recommendations in order to build a local-ready
marketing organization.
Marketing Asset Management
The ability to provide distributed channels with immediate access to up-to-date materials and
to enable them to customize messaging for their local market.
• Create core content that resonates with targets and nurtures them through the decision journey.
• Provide up-to-date materials through a searchable online system; make sure it is intuitive/
easy to use.
• Harness the expertise of your sales force by empowering them to customize core content and
create highly targeted personalized messaging.
• Provide best practices for using and customizing the content.
• Track creation dates and review dated materials to be sure to keep your message fresh.
Campaign Management
The ability to provide distributed channels with multi-channel turnkey campaigns as well as
manage lists.
• Make sure strict processes are in place to ensure sales channels cannot contact customers/
prospects who have opted out of communications.
• Communicate to sales channels the availability of turnkey campaigns, make it easy to enroll and
remove the burden of execution from the sales channel.
• Remove any barriers that may prevent sales channels from participating in campaigns. For
example, if sales channels require list confidentiality, ensure proper security is in place, use third
parties for campaign execution.
• Encourage sales channels to customize campaign materials to resonate with local targets.
• Be sure to provide turnkey campaigns not just for attracting new customers but also for building
relationships with current customers.
• Demonstrate results and communicate success to encourage future participation.
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7. Building a Local-Ready Marketing Organization: RESULTS
Workflow
The ability to leverage automation to streamline collaboration and approvals and balance time
spent on execution versus strategic initiatives.
• Ensure strict processes are in place to ensure brand consistency and regulatory compliance before
materials are distributed.
• Leverage workflow automation to ensure necessary approvals are secured and to reduce the time
spent on obtaining approvals, tracking versions and reporting on compliance.
• Identify non-strategic tasks associated with executing marketing initiatives that could be off-loaded
to marketing partners.
• Make sure automation solutions include sufficient support to reduce reliance on internal IT/
technical resources.
Budgeting
The ability to effectively manage the cost of marketing assets. Automate the allocation of
marketing funds across sales/distribution channels.
• Take control of co-op marketing to stay on budget and to ensure money is not left on the table
(missed opportunity for messaging).
• Track and analyze expenses associated with marketing materials to identify opportunities for cost
savings.
• Manage quantities of printed marketing materials, especially when localizing messaging, to limit
obsolescence.
• Reduce waste by ensuring processes are in place to attain necessary approvals before production
and distribution of materials.
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8. Contact us to learn more!
For more tips and to continue the
conversation, follow DocuStar online:
www.linkedin.com/companies/docustar
www.twitter.com/docustar
www.facebook.com/docustar
DocuStar provides state-of-the-art production services and digital
marketing management solutions designed to help businesses create and
deliver communication that is local, mobile and personal. Able to integrate
20 years of digital print and fulfillment experience with MarketHUB+
marketing resource and creative production management software,
DocuStar is uniquely equipped to offer customizable, comprehensive
solutions to challenges facing businesses in any industry.
To see how DocuStar can assist you
in becoming a local-ready marketing
organization, contact Liz Schaefer
today or visit www.docustar.com.
513.772.5400 ext. 119
liz.schaefer@docustar.com