HOW TO: Run a decentralised marketing programme

Empowering managers at local level can help create a more customer-centric business, says Gary Howard, business director at Tangent Snowball

A lot of B2B businesses share a similar issue: they have a small central marketing team and multiple outlets or channels to market. Some run their own outlets, such as builder’s merchants, while others sell products to third-party retail networks, such as brewers.

Although these types of organisations may have a recognised national or even international brand, there’s an increasing need to help their individual customers or stores build engagement at a local level. In essence, they need to create the same level of local empowerment as a franchise operation or small business, where each manager feels in charge of their own marketing operations.