How Marketing Asset Management Boosts the ROI of Your Collateral

Learn more about how MAM can not only increase the productivity of you marketing team, but also save you both time and money.

By the Numbers:
Boost the ROI of your collateral with Marketing Asset Management.

So you’ve started hearing more and more about Marketing Asset Management, or “MAM,” as a way to boost your marketing ROI. You’re intrigued, and looking to understand how to quantify ROI more tangibly for your organization.

Let’s look at how MAM will boost your marketing team’s productivity while producing significant cost savings.

How MAM Works:
MAM takes your marketing assets – collateral, direct mail, emails, web landing pages, POP and more –
and creates templates for them. Core branding elements are locked in the templates to guarantee brand
consistency. Other text and graphics are variable to allow customization and localization for different
target markets. A MAM system stores these templates online, along with a library of available graphics
to insert in the templates, and makes them available in an online portal to users in your outside sales and marketing organization. These users can then log into the portal, customize assets within the boundaries set by your internal team, order the exact quantities they need on demand and track delivery to their locations. This is all automated within the portal, requiring no involvement from your marketing team.

Boost ROI with MAM

The MAM system also tracks asset consumption rates to help you gauge which assets are most effective in your campaigns.

Will your company benefit from MAM?
There is a high likelihood that you’ll reap a significant return from investing in MAM if your company has any of the following:
• A distributed sales and marketing organization with many users
• Multiple target markets (by geography, demographics, other characteristics or a combination of these)
• A need to customize marketing assets to better sell to target markets
• Marketing assets that change often
• A wide variety of different assets

Here are the benefits you can expect from having MAM:

Massive time savings: Before MAM, your marketing team would have to manually customize and
produce many versions of marketing assets for local markets. This is laborious and time consuming,
and can require several internal personnel and outside contractors – a hugely inefficient process.

The steps involved include:
a. Team members stopping what they are doing when a request comes in
b. Responding to a localization request
c. Approving the request
d. Specifying the changes to be made by a production artist
e. Producing the art
f. Approving the art

g. Producing the asset (printing, prepping final electronic files for online communications)
h. Fulfillment
i. Delivery

By using MAM, you can remove steps a. through f. for each customization request. Asset customization and order fulfillment essentially become self-service. Instead of your internal team tending to every request manually, the MAM system lets any number of outside users customize and order their own assets using pre-approved templates. Design parameters are preset and the process of customizing assets, creating production-ready artwork and sending it to a production facility is fully automated. The result: your internal team no longer has to spend time fulfilling requests, and your users can receive customized assets much more quickly. The more users in your organization and the more campaign assets you produce, the more time and cost you’ll save by having MAM. Potential savings: substantial.

Much faster campaign rollouts: By eliminating multiple steps in the asset customization process and automating the others, MAM can literally shave weeks or even months off the time to roll out new marketing campaigns. Your users can respond to customers much more quickly with tailored, up-to-date assets, driving revenue that much faster. Quicker rollouts also make it easier to test campaigns and get timely feedback on whether they are working or not. Potential increase in return: substantial.

Opportunity costs: The time your marketing team spends fulfilling customization requests is time taken away from performing more important activities, like developing campaign strategy and creative executions. How much productivity is your team losing because of fulfillment activity? With a MAM solution in place, your marketing team is free to focus on revenue generating activities without interruption. Potential productivity boost: substantial.

Brand control: Templates protect your corporate brand at all touch points while allowing whatever level of local customization you require. Brand consistency is a cornerstone of winning and keeping customer loyalty and may be considered priceless. Value to the brand: incalculable.

Greatly reduced waste: A constant challenge for marketers is estimating the right quantity of marketing materials to produce. Typically, significant quantities of marketing inventory sit unused on shelves, either because pieces are too generic for specific needs or because simply too many were ordered. Eventually these pieces become obsolete and must be thrown away. MAM can dramatically reduce waste by allowing users to order materials that are custom tailored to their exact needs, in just the quantities they need. Potential cost savings from reduced waste and inventory costs: substantial.

Sounds great, you say. But, how about some numbers? How can we quantify these benefits? Your actual
savings will depend on your specific business case. To help you do your own calculations, here is a
basic equation and some real world examples of applying it.

MAM ROI Equation: ANNUAL Customization time & Cost

[ MAM($) x R ] + [ S x H x C x N x R ]


MAM = $ cost of having a MAM asset template produced
R = number of times per year the asset will be revised
S = number of internal staff involved in the customization
H = number of hours required of each staff person to perform the customization
C = $ cost per hour of a staff person’s time (fully burdened)
N = number of custom versions of an asset to be created

ROI Examples:

1. Large healthcare organization with 75 facilities nationally

Situation: All locations need their own custom version of a company brochure, and undertake the customization with staff in their local teams using a design file provided by corporate (an Adobe InDesign file).

Cost without MAM:
MAM = $0
R = one; this brochure is revised once yearly
S = three staff people (marcom coordinator, copywriter and production artist)
H = four hours from each staff person
C = $60/hour fully burdened cost (payroll plus other expenses per employee)
N = 75 locations each needing a local version
[ MAM ($0) x R (1) ] + [ S (3) x H (4) x C ($60) x N (75) x R (1) ] = $54,000

Cost with MAM:
MAM = $1,500 (typical cost of producing a MAM asset template from a finished design)
R = one; this brochure will be revised once yearly
S = one local staff person at each facility (marcom coordinator)
H = two hours to modify the template
C = $60/hour fully burdened cost (payroll plus other expenses per employee)
N = 75 locations (corporate)
[ MAM ($1,500) x R (1) ] + [ S (1) x T (2) x C ($60) x N (75) x R (1) ] = $1,500 + $9,000 = $10,500

Annual savings from MAM for customizing one brochure: $43,500

Opportunity cost saved: 750 person hours that can be applied to other marketing activities (like new business development)

2. Manufacturer with 250 dealer/distributors in its network

Situation: The manufacturer provides catalogs of its product line to all of its dealer/distributors. Each distributor needs a customized version of the catalog featuring a subset of the entire product line, localized with that distributor’s brand and contact information.

Cost without MAM:
MAM = $0
R = two; this catalog is revised twice yearly
S = two staff people (marcom coordinator and production artist)
H = four hours from each staff person
C = $60/hour fully burdened cost (payroll plus other expenses per employee)
N = 250 locations each needing a local version
[ MAM ($0) x R (2) ] + [ S (2) x H (4) x C ($60) x N (250) x R (2) ] = $0 + $240,000 = $240,000

Savings with MAM:
MAM = $1,500
R = two; this catalog is revised twice yearly
S = 0 (customization is done by the distributors themselves using the self-service portal; no company
staff are involved)
H = 0
C = $0
N = 250 locations each needing a local version
[ MAM ($1,500) x R (2) ] + [ S (0) x H (0) x C ($0) x N (250) x R (2) ] = $3,000 + $0 = $3,000

Annual savings from MAM for customizing two catalogs: $237,000

Opportunity cost saved: 2000 person hours that can be applied to other marketing activities (like new business development)

Final Analysis
To estimate your own MAM ROI, compare the cost savings (as shown in the previous examples) to your costs of having the MAM system, which can include:
• Installation fee
• License fee for the system
• Training
• Maintenance fee

Typically, these costs are minuscule compared to the potential savings of using MAM. For more information on Marketing Asset Management solutions and a complimentary evaluation of your business case to see if your company will benefit from using MAM, please contact ZUZA at 800.350.9411 or visit us at