Marketing Localisation Index

GLOBAL-TO-LOCAL MODEL

In this first section, we would like to understand the way your global marketing organisation is set up and the relations between global, regional and local teams.

Question Title

* 1. What would best describe your current global-to-local marketing operations model?

Federal model. Distributed budgets and responsibilities. Centrally driven narrative with campaigns being adapted and implemented in market.

Highly centralised. Strategy, budgets and creative development are managed centrally. Initiatives are delivered with minimum local market involvement.

De-centralised model. Markets operate with a high degree of autonomy. Creating and delivering campaigns in their respective markets.

We don’t have local marketing teams.

Question Title

* 2. How effective is the collaboration between global and local marketing teams within your organisation?

Perfect harmony. Global and local teams work towards the same goals, responsibilities are clearly defined and campaigns are executed in collaboration.

Mostly smooth sailing. Global and local collaborate well most of the time, there are some disagreements over priorities and responsibilities.

One-way relationship. Global makes the decisions, with limited input from local field marketers, either due to lack of integration of local teams, or lack of local resources.

Rocky. There is tension between global and local teams - we do not agree on goals, timelines or use of the budget, leading to delays and frustrations.

We don't have a local marketing team