Hypothesis

Marketers and business managers should always focus on improving the efficiency of their marketing operations. One area of marketing operations that offers huge opportunities for improvement involves the procurement, production, storage, and distribution of marketing documents. This part of marketing operations typically produces a significant amount of waste and is filled with processes that are highly manual and inefficient.

To eliminate these wastes and inefficiencies, a growing number of companies are implementing marketing collateral management systems that automate the process of ordering, producing, and fulfilling requests for marketing documents. In the right circumstances, these systems will produce substantial cost savings and streamline the processes that surround document production and handling.

Methodology

The core component of our collateral management system is an online catalog that contains images of all of the marketing collateral documents that a company uses. The catalog also includes a digital version of each marketing document. If a document is revised or replaced, the new document is added to the online catalog, and the old document is removed. When a sales rep or a channel partner needs to order marketing materials, he or she logs into a secure website, selects the desired documents from the catalog, specifies the desired quantity of each document, and submits the order.

We use digital printing technology to produce marketing documents on an order-by-order basis. Therefore, in most cases, there is no physical inventory of your marketing collateral. Once an order has been produced, our shipping department packages and ships the requested documents.

Objectives

A well-designed and properly implemented collateral management system meets the following objectives:

1. Eliminates the internal costs of processing and fulfilling requests for marketing collateral materials.
2. Eliminates the costs associated with storing marketing materials and frees up valuable space for other uses.
3. Greatly reduces the waste (and cost) associated with marketing document obsolescence.
4. Simplifies and automates the process of creating customized marketing documents, thus lowering the cost of customization.
5. Reduces the time required to process and fulfill requests for marketing collateral materials.
6. Improves the sustainability and reduces the carbon footprint of marketing.

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