Why this module exists
Eight deliverables. A strategy, a maturity ladder, a playbook, an advertising guide, a KPI framework, a governance model, a budget ladder, and a content system. The gap between having that information and using it is one of the most predictable failure points in any distributor enablement programme. D9 closes that gap. It does not add new strategy. It builds the mechanism through which the existing strategy reaches the people who need to apply it.
The Problem This Deliverable Solves
Without a sequenced training system, two things happen. Lower-maturity distributors open the toolkit, feel overwhelmed, and do nothing. Higher-maturity distributors skim the content, miss the governance and measurement pieces that would sharpen their operation, and continue with gaps they do not know they have.
D9 solves both problems. It gives every distributor a clear, maturity-differentiated path through the toolkit. It gives HQ the production scaffolding to record eight training module videos. It gives facilitators the script outlines needed to run live sessions in Phase 2. And it gives the network a Watch-Do-Report model that turns passive video completion into active capability building.
The Watch-Do-Report Model
Watch — Do — Report
Watch means completing the video for that module. The video gives the distributor the conceptual framework, the key terminology, and the commercial logic behind the practice.
Do means completing the specific action task assigned to that module immediately after watching. Not a generic exercise — the exact task defined in the script outline: calculating a break-even ACOS for real SKUs, filling in a content brief for content you intend to publish in the next two weeks, completing the Listing Readiness Checklist against your actual highest-volume product. Most tasks take between 30 and 90 minutes.
Report means submitting a one-paragraph note to your regional HQ contact describing what you did and what you found. This is not graded. It is a lightweight signal to HQ that training is being applied, not simply watched.
The cycle matters because video completion alone does not create capability. The distributor who watches Module 7, opens their actual budget allocation, selects a spend scenario, and writes down their platform split for the coming month will remember and apply that content. The one who watches and immediately opens the next video will not.
What This Module Covers
- →Section 9.1 — Video production guide: format, specifications, hosting, and accessibility requirements
- →Section 9.2 — The eight training modules: what each teaches, the commercial outcome it produces, and the action task assigned
- →Section 9.3 — Complete script outlines for all eight modules with opening hooks, teaching beats, learning checks, and calls to action
- →Section 9.4 — Self-onboarding path: recommended viewing sequence differentiated by maturity level
- →Section 9.5 — Post-training support model: how HQ supports distributors after training
- →Section 9.6 — What this system is building toward: Phase 2 additions and the eight principles of effective distributor training
Key Idea
D9 does not create new strategy. It creates the conditions for strategy to be applied consistently across 30 different markets. The toolkit has value only when distributors can move through it, understand it, and execute it. That is what this deliverable delivers.
Who this section is for
This section is written for whoever at HQ or AEON produces the eight training module videos. It is not written for distributors. A presenter who reads only the script outlines without having worked through the full deliverable will produce training content that covers headings without depth.
Format and Technical Approach
The primary format for all eight modules is pre-recorded video using a screen-share and talking-head combination. No broadcast-studio production is required. Clarity, pacing, and structure matter more than visual polish. Minimum technical specifications: 1080p video resolution, stereo audio with no background noise, and stable lighting. Recommended setup: a screen-recording tool such as Loom or Camtasia, a good-quality USB microphone, and a ring light or window-lit recording environment.
Subtitles and captions are mandatory. All videos must be captioned in English before first distribution. Machine-translated captions should be prepared for French, Spanish, German, Portuguese, and Arabic. Markets where those languages are primary should receive professional caption review before publication.
All eight videos should be watchable at 1.5x speed without losing comprehension. If a recording is difficult to follow at 1.5x, it is too fast or too dense at normal speed.
Five-Part Internal Structure
Every module follows the same five-part structure regardless of topic or length.
Opening hook (30–60 sec): states one specific problem this module solves, directly and in the second person. The first sentence should name the problem.
Module overview (60 sec): tells the distributor what they will learn and what they will be able to do when the module is complete.
Teaching content (80% of total length): structured by the section headings from the corresponding deliverable, with a 5-second visual marker between segments.
Learning check (2–3 min): the presenter pauses and asks the distributor to complete a specific task before watching the final section.
Closing call to action (60–90 sec): tells the distributor exactly what to do next. “Review the content” is not a call to action. “Complete the seven-field content brief in D8 for one piece of content you intend to publish in the next 14 days” is.
Target lengths by module
Module 1 (D1 Strategy): 12–15 min — talking head + slides
Module 2 (D2 Maturity Ladder): 10–12 min — slides + walkthrough
Module 3 (D3 Execution Playbook): 12–15 min — screen demo + slides
Module 4 (D4 Marketplace Advertising): 10–12 min — screen demo + slides
Module 5 (D5 KPI Measurement): 8–10 min — screen demo (dashboard walkthrough)
Module 6 (D6 Governance): 8–10 min — slides + decision tree walkthrough
Module 7 (D7 Budget Ladders): 8–10 min — slides + workbook walkthrough
Module 8 (D8 Content Modularisation): 8–10 min — screen demo (DAM walkthrough) + slides
Hosting and Distribution
Host all eight modules on a password-protected video platform accessible by distributor login. Vimeo Business or equivalent is appropriate. Do not use YouTube public hosting or an open Dropbox or Google Drive link. Each module should sit at a permanent URL that does not change after publication. View tracking is required — HQ must be able to see which distributors have completed which modules. The supplementary deliverable material should be downloadable from the same page as the video.
Video Production Checklist
- Recording resolution meets 1080p minimum; audio has no background noise, echo, or quality drops
- English captions are attached and reviewed for accuracy
- Machine translation captions prepared for French, Spanish, German, Portuguese, Arabic
- Internal structure follows the five-part pattern: hook, overview, teaching, learning check, CTA
- Learning check task is clearly named and the distributor is given time to pause
- Closing call to action names the specific template or checklist to complete
- Supplementary deliverable material is linked or downloadable from the same page
- Video is watchable at 1.5x speed without losing comprehension
- Module URL is permanent and confirmed live
- Module URL added to the D9 onboarding portal links and distributor access confirmed
The system logic
The eight training modules form a connected learning sequence. Each module builds on the one before it. The sequence matters — but different maturity levels need different starting points. Section 9.4 maps the correct path for each level.
Module 1 — D1
Global Social + E-commerce Strategy
The three-layer system: social creates demand, search captures intent, marketplace converts. The PPP framework and the Symptom In, Sale Out principle.
Action task: Describe the role of one platform you currently use. State its commercial job, the buyer type it primarily serves, and what action it should drive.
Module 2 — D2
Distributor Maturity Ladder
The four maturity levels (0, 1, 2, 3). Progression is defined by demonstrated execution: posting rhythm held for eight consecutive weeks, live listing, first campaign with ACOS data.
Action task: Complete the D2 maturity self-assessment. Identify the single biggest capability gap at your current level.
Module 3 — D3
Execution Playbook
How to build a marketplace presence that converts. Brand Registry as the operational prerequisite. The Listing Readiness Checklist. The dual-campaign structure (automatic + manual targeting).
Action task: Run your highest-volume product through the Marketplace Readiness Checklist. Record every item that fails.
Module 4 — D4
Marketplace Advertising 101
The three ad types and their gates. ACOS formula and break-even calculation from contribution margin. The 30-day optimisation cycle. Reading Seller Central data without third-party tools.
Action task: Calculate break-even ACOS and ROAS for your two highest-margin SKUs using the CM formula from D7.
Module 5 — D5
KPI Measurement Templates
Vanity metrics vs decision-driving metrics. Core KPI set by maturity level. Amazon Attribution (14-day lookback, 28-day restatement). The 30-minute monthly review.
Action task: Fill in row one of the D5 KPI template using last month's actual data. Identify the one metric furthest from benchmark.
Module 6 — D6
Governance and Operating Model
The three-layer operating model. The RACI matrix. Three unconditional HQ approval requirements. Compliance fundamentals: CAP Rule 3.7, CLP Article 48, FTC reasonable basis, Amazon listing restrictions.
Action task: Work through the D6 RACI matrix. Identify two decisions you have been making locally that require HQ input.
Module 7 — D7
Budget Ladders
The four readiness gates. Budget ranges: L0=$0, L1=$200–$400, L2=$500–$1,500, L3=$1,500–$5,000+. Three spend scenarios. Platform split guide. Minimum effective thresholds.
Action task: Open D7. Select your maturity level and spend scenario. Write the total monthly budget and platform split you will apply next month.
Module 8 — D8
Content Modularisation Guidelines
The assemble-don't-create principle. Permission matrix (fixed vs flex elements). DAM Valid From/Valid To discipline. The seven-field content brief. Global campaign calendar coordination.
Action task: Complete the seven-field content brief from D8 for one piece of content you intend to publish in the next 14 days.
How to use these outlines
These are facilitator outlines, not word-for-word scripts. The presenter should know the corresponding deliverable well enough to speak from these outlines without reading them. The outline gives the structure, the key beats, the scenario to use, and the call to action. Each outline follows a consistent five-part structure: opening hook, teaching beats, learning check, and closing call to action.
Module 1 — Global Social + E-commerce Strategy 12–15 min • D1+
Opening hook: You can have the best product in the automotive additives category and lose every commercial opportunity to a weaker competitor because you are posting content that buyers ignore, sending traffic to listings that do not convert, and measuring nothing that tells you why. This module explains the system that prevents that outcome.
Beat 1 — The Three-Layer System
Social, search, and marketplace are three layers in a single commercial system, not three separate channels. Social creates demand at the symptom level. Search captures intent. Marketplace converts. Paid media accelerates both. Teach as a flow: a driver who sees a DPF warning light encounters a problem-led Facebook post, searches "DPF cleaner UK", and clicks a Sponsored Products result.
Beat 2 — Symptom In, Sale Out
Buyers in this category almost never start by searching for a product. They start with a symptom: a warning light, a rough idle, smoke, a drop in fuel economy. Content that meets buyers at the level of their symptom outperforms product-first content at every funnel stage. Every element of this toolkit is built around this principle.
Beat 3 — The PPP Framework
Problem buyers have an active, urgent issue. Prevention buyers are maintaining a vehicle. Performance buyers want to extract more from a vehicle they care about. All three modes exist in every market. Example: one DPF warning post (Problem), one engine flush maintenance post (Prevention), one fuel system treatment post (Performance). Three posts, three different buyers, one product range.
Beat 4 — The Five Platform Roles
Facebook: broad reach, community trust, retargeting infrastructure. Instagram: visual product discovery. TikTok: fast symptom hooks in conversion-ready markets. YouTube: long-form authority and demonstration. LinkedIn: workshop owners, fleet managers, trade buyers. Cover each platform's commercial job without suggesting all five need to be active simultaneously.
Beat 5 — Why Organic Alone Is Insufficient
A new or reactivated account posting three times a week reaches a few hundred people, not a few thousand. Paid media closes the gap between the organic audience the distributor has and the audience needed to drive conversion. It is not optional for a distributor building from a low base.
Learning Check (2–3 min)
Pause here. Pick one platform you currently use. State in writing what you currently use it for and what D1 says its commercial job should be. If there is a gap between those two answers, that gap is your starting priority.
Closing Call to Action (60–90 sec)
The next step is Module 2. Before you watch it, open the D2 Maturity Ladder and find the self-assessment tool. Do not complete it yet — but read the four level descriptions and make a mental note of where you currently sit.
Module 2 — Distributor Maturity Ladder 10–12 min • D2+
Opening hook: Knowing what the ideal state looks like is not the same as knowing what you should do this month. The maturity ladder solves the second problem. It tells you, based on your current capability, exactly what your priorities are, what you should not attempt yet, and what the specific requirements are to progress to the next level.
Beat 1 — The Four Levels
Level 0 is dormant: no active social presence, no commerce path, no capacity for paid activity. Level 1 is starter: consistent posting, a working route-to-buy, and the beginning of basic paid support. Level 2 is builder: structured paid campaigns, a live optimised listing, and a measurement system. Level 3 is advanced: full multi-channel programme and monthly KPI review discipline. Present each level as a real operational state, not an aspirational category. Concrete capability markers prevent distributors from overestimating their level.
Beat 2 — Progression Is Earned, Not Assigned
Level 1 requires a consistent posting rhythm held for eight consecutive weeks. Level 2 requires a live optimised listing, a first paid campaign with 30 days of ACOS data, and a submitted KPI template. Level 3 requires positive ROAS from Amazon PPC, Amazon Attribution confirming social-to-marketplace conversion, and Brand Registry live. Walk through Level 1 to Level 2 requirements in detail — most of your audience is working in that transition zone.
Beat 3 — What Each Level Can Fund
Level 0: no viable paid spend until the commerce path is established. Level 1: $200 to $400 per month. Level 2: $500 to $1,500. This is not a financial constraint imposed from outside — it is commercial reality. Paid media sent to a weak listing is money thrown away.
Beat 4 — The Self-Assessment
Walk through the D2 self-assessment criteria for Level 0 and Level 1. Use a worked example: a distributor with an active Facebook page but inconsistent posting, no listing, and no paid campaigns. They may assume Level 1. The self-assessment confirms Level 0 and shows exactly what must change.
Learning Check (2–3 min)
Open the D2 self-assessment now. Complete it for your current operation. Do not rate yourself on what you plan to do — rate yourself on what you are currently doing consistently. If the result places you lower than expected, that is useful information, not a failure.
Closing Call to Action (60–90 sec)
Write down your confirmed maturity level and the single biggest capability gap at that level. That gap is your first priority action. Your viewing sequence from this point is determined by your level — Section 9.4 of D9 tells you which modules to watch next and which to defer.
Module 3 — Execution Playbook 12–15 min • D3+
Opening hook: Every dollar of advertising spend you put behind a poorly built listing is a dollar spent confirming that the listing does not convert. This module builds the commercial endpoint that makes advertising worthwhile. By the end, you will know what a ready listing looks like, what Brand Registry unlocks, and how to set up a campaign structure that learns from itself.
Beat 1 — Amazon as Reference Model
Amazon provides the clearest structural benchmark for marketplace quality and advertising capability. Brand Registry is the operational prerequisite: it unlocks A+ Content, Sponsored Brands, Sponsored Display, and Manage Your Experiments. Walk through the A9 algorithm's two primary ranking factors (relevance and sales velocity) and the relationship between listing quality and organic discoverability.
Beat 2 — The Listing Readiness Checklist
A listing is either ready for traffic or it is not. The checklist covers: product title (brand + product name + benefit + size, under 200 characters, symptom language front-loaded), five bullet points (each addressing a distinct benefit), A+ Content if Brand Registry is live, images (hero on white, in-use, infographic), back-end keyword fields (symptom terms, vehicle type, category terms), and reviews (minimum 15 verified, average above 4.0 before scaling paid traffic).
Beat 3 — The Dual-Campaign Structure
Campaign A uses automatic targeting: Amazon's algorithm selects search terms, and the job in weeks one and two is to collect data without intervention. Campaign B uses manual targeting: take the best-performing terms from Campaign A and create a manual campaign with controlled keyword-level bids. Automatic finds the terms. Manual concentrates spend on the proven ones.
Beat 4 — ACOS and Break-Even
ACOS = ad spend divided by ad revenue as a percentage. Break-even ACOS = contribution margin percentage. If CM is 32%, break-even ACOS is 32%. Set your target ACOS before the first campaign goes live, not after reviewing the first month's results.
Beat 5 — Local Marketplace Equivalents
In markets where Amazon is not primary, the same structural logic applies: Lazada and Shopee (Southeast Asia), Jumia (Africa), Takealot (South Africa). The dual-campaign approach, readiness checklist, and attribution discipline all transfer. Confirm what is available on your market's platform, but the commercial principle does not change.
Learning Check (2–3 min)
Take the Marketplace Readiness Checklist from D3 and run your highest-volume product through it right now. Write down every item that fails. Do not move to Module 4 until you have identified the top two gaps and assigned an owner for closing them.
Closing Call to Action (60–90 sec)
Use the 90-day implementation roadmap from D3: weeks one and two for audit and preparation, week three for listing optimisation, week four for first campaign setup. Do not run Module 4 until at least one listing passes the Readiness Checklist in full.
Module 4 — Marketplace Advertising 101 10–12 min • D4+
Opening hook: Most distributors who fail at Amazon advertising fail because they sent paid traffic to a listing with a conversion rate too low to justify the spend, or they set a budget too small for the campaign to learn, or they measured ACOS without knowing their break-even point. This module prevents all three.
Beat 1 — The Three Ad Types and Their Gates
Sponsored Products: individual product listings in search results and on product pages. Available from Level 1. No Brand Registry required. The correct starting point for every distributor entering marketplace advertising. Sponsored Brands: branded banner at the top of search results. Requires Brand Registry. Appropriate from Level 2. Sponsored Display: display ads on product pages and, where available, third-party sites. Appropriate from Level 2 or Level 3 depending on budget maturity. Do not unlock higher ad types before Sponsored Products campaigns have produced reliable ACOS data. Note: Amazon Posts was discontinued July 31, 2025. Do not reference it as a current tactic.
Beat 2 — The ACOS Formula and Break-Even Calculation
ACOS = ad spend divided by ad revenue multiplied by 100. Break-even ACOS = contribution margin percentage. CM formula: gross selling price minus referral fee, fulfilment fee, shipping, returns provision, promotional costs, cost of goods sold, and inbound logistics. Every variable in that formula should be known before any advertising spend is committed. This is the single most common reason why well-structured campaigns produce disappointing returns.
Beat 3 — The 30-Day Optimisation Cycle
Weeks one and two: run automatic targeting only. Set daily budget at the minimum effective threshold ($8 to $10 per day). Allow the campaign to gather data without intervention. Week three: export the search term report. Transfer top-performing terms to a new manual campaign. Week four: pause underperforming terms in the automatic campaign. Increase bids on high-converting terms in manual. Review ACOS against break-even target.
Beat 4 — Reading Seller Central Data Without Third-Party Tools
At Level 1 and Level 2, Amazon Seller Central provides all the data needed. Campaign Manager: spend, clicks, ACOS, impressions. Search term report: which queries triggered ads. Business Report: sessions, unit session percentage, units ordered. Paid analytics tools are appropriate from Level 3 only, when campaign volume justifies the cost.
Learning Check (2–3 min)
Before continuing, calculate break-even ACOS for your two highest-margin SKUs using the CM formula. Write the result down. That number is your target ceiling for any advertising campaign on those products.
Closing Call to Action (60–90 sec)
Confirm that your highest-priority SKU passes the Readiness Checklist from D3, that you have calculated a target ACOS, and that you have set a daily budget at or above the minimum effective threshold. When those three conditions are met, your first Sponsored Products campaign is ready to launch.
Module 5 — KPI Measurement Templates 8–10 min • D5+
Opening hook: If your monthly reporting shows that your posts reached 4,000 people, got 230 likes, and grew your following by 47 accounts — you know that content happened. You do not know whether it helped you sell anything. This module defines the metrics that answer the commercial questions.
Beat 1 — Vanity Metrics vs Decision Metrics
Vanity metrics confirm activity. Decision metrics answer commercial questions: ACOS tells you whether advertising is profitable. Conversion rate tells you whether the listing converts traffic. CTR tells you whether the creative compels a click. The D5 KPI template is built around decision metrics. Reach and engagement appear as context, not as primary measures of success.
Beat 2 — Core KPIs by Maturity Level
Level 1: track four metrics monthly — organic reach and engagement rate, marketplace sessions from social (via Amazon Attribution or UTM), listing conversion rate, and listing ACOS if a campaign is live. Level 2: add ROAS alongside ACOS, and track CTR. Level 3: full dashboard including platform ROAS comparison, content contribution margin, and Amazon Attribution cross-channel analysis. Do not build a 20-metric dashboard before the four core metrics are tracked reliably.
Beat 3 — Reading Amazon Attribution
Amazon Attribution generates unique tracking tags for each social post or campaign linking to an Amazon product page. If a buyer purchases within 14 days of clicking a tagged link, the purchase is attributed to that link. Data updates 12 to 72 hours after activity. Attribution data may be restated for up to 28 days after the period closes. Last month's final figures should be checked 28 days after the month ends, not on the first day of the following month.
Beat 4 — The 30-Minute Monthly Review
Five questions: What were the results against last month's plan? Which channel drove the most qualified traffic? Where did the conversion break down? What one thing should change next month? What should stay the same? The output is one to three changes to the next month's plan. Use Looker Studio from Month 1 — it is free. Paid tools (Helium 10, DataHawk, Perpetua) are appropriate from Level 3 only.
Learning Check (2–3 min)
Open the D5 KPI template. Populate row one using last month's actual data. If you cannot retrieve a metric without help, note that gap — access to your own analytics data is itself a measurement readiness issue.
Closing Call to Action (60–90 sec)
Set a named date for your first 30-minute monthly review using the D5 template. Block it in your calendar before finishing this module. The first review will feel imperfect. Do it anyway. The second will be better.
Module 6 — Governance and Operating Model 8–10 min • D6+
Opening hook: Two things go wrong most often in distributed distributor networks. Either distributors wait for HQ approval on decisions they are fully empowered to make, and execution slows to a standstill. Or distributors make decisions locally that require unconditional HQ approval, and the brand takes a compliance hit. This module draws the line clearly.
Beat 1 — The Three-Layer Operating Model
HQ owns brand standards, the claims framework, the asset library, the global campaign calendar, and the governance rules. Regional coordination translates global priorities for specific markets. Distributors own local execution: posting, local adaptation, marketplace management, paid campaign setup within approved parameters, and monthly reporting. Distributors who adapt fixed elements are not localising — they are creating compliance risk.
Beat 2 — The RACI Matrix
Walk through five key rows: brand asset adaptation (Responsible: Distributor; Accountable: HQ); local paid campaign setup (Responsible: Distributor; Consulted: Regional for anything above spend threshold); product claims use (Responsible: Distributor to apply only approved claims; Accountable: HQ to maintain the register); creator engagement (Accountable: HQ to approve all engagements); KPI reporting (Responsible: Distributor; Accountable: Regional to review).
Beat 3 — The Three Unconditional Approval Requirements
First: any engagement of a creator, influencer, workshop partner, or third-party voice. No exceptions, regardless of budget. Second: any claim that falls outside the approved claims register. If the claim is not on the list, it cannot be published. Third: any budget commitment above the distributor's approved spend threshold. Distributors who make any of these three decisions without HQ approval expose Bardahl to compliance liability.
Beat 4 — Compliance Fundamentals
CAP Rule 3.7 (UK): advertising claims must be substantiated before the claim is made. CLP Article 48 (EU/UK): restricts certain advertising representations for chemical products including automotive additives. FTC reasonable basis (US): advertisers must hold substantiation for all claims before publishing. Amazon listing restrictions: no external contact information or URLs pointing away from Amazon in any listing content.
Learning Check (2–3 min)
Open the D6 RACI matrix. Identify two decisions you have made locally in the past six months that, on reflection, required HQ or regional input. Write down what those decisions were and what the correct process should have been.
Closing Call to Action (60–90 sec)
Share your RACI identification exercise with your regional HQ contact in your next Watch-Do-Report note. The goal is not to surface past mistakes — it is to confirm the correct process going forward so you can move quickly and confidently on local decisions.
Module 7 — Budget Ladders 8–10 min • D7+
Opening hook: Spending more money does not fix a broken system. It makes the broken system more expensive. Budget is a capability marker. You should only commit paid spend once the conditions for that spend to work are in place. This module explains what those conditions are, how much to spend at each stage, and how to split that spend across platforms in a way that produces a return.
Beat 1 — The Four Readiness Gates
Gate 1 — Economics: know your contribution margin and confirm advertising is commercially viable. Gate 2 — Conversion path: a working, tested route-to-buy destination must exist. Gate 3 — Measurement: analytics must be in place before campaigns launch. Gate 4 — Execution capacity: someone must have the time and capability to manage campaigns actively. All four gates must be open simultaneously before any paid spend is committed.
Beat 2 — Budget Ranges by Maturity Level
Level 0: zero paid spend until the commerce path is established. Level 1: $200 to $400 per month — basic Sponsored Products ($8 to $10 per day) and a small paid social allocation. Level 2: $500 to $1,500 per month. Level 3: $1,500 to $5,000 or more per month across an integrated paid stack.
Beat 3 — Spend Scenarios
Conservative: appropriate when economics are unproven or conversion paths are new. Base: the recommended default for a distributor with established listings and a working measurement system. Aggressive: appropriate when ROAS is positive and the goal is scaling volume.
Beat 4 — Platform Split and Minimum Effective Thresholds
At Level 1: approximately 60% to marketplace advertising (Amazon SP), 40% to paid social (Meta). Minimum thresholds: Amazon Sponsored Products needs $8 to $10 per day to exit the learning phase. Meta needs approximately $300 per month per ad set to produce statistically meaningful data. Spending below these thresholds produces inconclusive results — the response is to increase to the minimum, not to pause.
Learning Check (2–3 min)
Open the D7 Budget Ladders HTML module. Select your confirmed maturity level and your spend scenario. Write down the total monthly budget, platform split, and daily budget for any marketplace campaign you intend to run. If you are not meeting all four readiness gates, identify which gate is still closed.
Closing Call to Action (60–90 sec)
Apply this budget framework to next month's plan. Use the spend scenario you selected. Confirm the platform split. Set the daily budgets before launching any campaign. Budget decisions made before a campaign launches produce better results than budget decisions made reactively.
Module 8 — Content Modularisation Guidelines 8–10 min • D8+
Opening hook: Creating content from scratch for every platform, every week, is not sustainable. Neither is publishing content that makes unapproved claims, uses expired assets, or sends the buyer to a route-to-buy destination that does not work. This module gives you the system that makes content production efficient, brand-consistent, and commercially connected at the same time.
Beat 1 — The Assemble-Don't-Create Principle
Every piece of content you publish should be an adaptation of an approved brand module, not an original creation. HQ produces the building blocks: headline claims, product images, Canva templates, video assets, campaign copy frameworks. Your job is to adapt them for your market. When content starts from approved assets, the claim is already substantiated. When the visual treatment comes from the DAM, the brand is consistent.
Beat 2 — The Permission Matrix
Fixed elements cannot be changed by any distributor: product claims, formulation descriptions, product names, visual identity, campaign messaging hierarchy. Flex elements are locally controlled: language, route-to-buy destination, seasonal context, format, caption text, local dealer reference. Changing a fixed element is not localisation — it is a compliance risk. Walk through a worked example: a distributor who translates a product claim into colloquial language that softens its technical precision has changed the claim, not just the language.
Beat 3 — DAM Access and Valid From/Valid To Discipline
Every asset in the DAM has a Valid From date and a Valid To date. Using an expired asset is a compliance risk as serious as using an unapproved claim. Check validity dates for every asset before publishing. When an asset is missing, escalate through the regional contact to HQ. Do not use an old version because the new one has not arrived. Raise the gap and wait for the correct asset.
Beat 4 — The Seven-Field Content Brief
No content should enter production without a completed brief: which campaign window it belongs to, which PPP mode it serves, which product it features, which approved claim it uses, which route-to-buy destination it links to, which DAM asset it draws from (with asset ID and validity dates confirmed), and the publication date and platform. A brief that cannot be completed signals something is missing. Fix the gap before production begins.
Beat 5 — Global Campaign Calendar Coordination
T-14: HQ releases the campaign pack to regional contacts. T-7: regional contacts distribute assets to distributors. T-3: distributors should have adapted assets prepared and scheduled. Campaign window opening: content goes live across the network. Distributors who miss the T-7 distribution should contact their regional lead immediately.
Learning Check (2–3 min)
Open the D8 content brief template. Complete all seven fields for one piece of content you intend to publish in the next 14 days. Confirm the asset you have selected from the DAM is within its validity period. If any field cannot be completed, note what is missing and how you will resolve it.
Closing Call to Action (60–90 sec)
Submit this completed brief as your Watch-Do-Report note for Module 8. It is the clearest signal you can send HQ that the content modularisation system is working in your market. When you have completed all eight modules and their tasks, move to the Module Closing section of D9 to confirm your training path is complete.
Why a sequenced path matters
Not every distributor should begin at Module 1 and work through all eight in strict order. A Level 3 distributor does not need 90 minutes on Modules 1 and 2. A Level 0 distributor should not watch Module 7 before completing Module 2 — they do not yet have the commercial context to select a spend scenario.
0
Level 0
Dormant
No active digital presence, no marketplace listing, no working route-to-buy
Priority modules: Module 1 (understand the system), Module 2 (confirm Level 0 and identify the two actions that start the path to Level 1), Module 3 (build and submit one compliant listing before any other activity).
Modules to defer: Modules 4, 5, 6, 7, and 8. These modules assume a functioning commerce path, a live campaign, or an active content production system. Watching Module 4 before a listing exists produces no usable output. Watching Module 7 before a conversion path is live produces a budget allocation with nowhere to send it.
First action task: Complete the Level 0 action checklist from D2. Get one social account live with a complete profile. Get one marketplace listing built and submitted for Readiness Checklist review. Confirm one route-to-buy destination that returns a working product page.
Return to training when: You have maintained a consistent posting rhythm for eight consecutive weeks AND at least one product listing passes the full Marketplace Readiness Checklist. Both conditions together define the Level 0 to Level 1 transition.
1
Level 1
Starter
Active social presence, working route-to-buy, ready to begin structured paid activity
Priority modules: Module 1 (if not already completed), Module 2 (confirm Level 1 and identify Level 2 criteria), Module 3 (listing optimisation — close gaps before running paid campaigns), Module 7 (select Level 1 spend scenario before launching any campaign), Module 6 (confirm what requires HQ sign-off before first paid campaign), Module 8 (access the DAM, complete your first content brief).
Modules to defer: Module 4 (advertising detail) and Module 5 (advanced KPI measurement) until your first paid campaign is live and has produced 30 days of ACOS data. Watching Module 4 before a campaign is live produces theoretical knowledge. Watching it with 30 days of actual data produces operational understanding.
First action task: Select your Level 1 spend scenario from D7. Confirm your highest-priority SKU passes the full Readiness Checklist from D3. Set up your first Amazon Sponsored Products campaign using the dual-campaign structure from D3. Complete one content brief using the D8 template.
2
Level 2
Builder
Structured paid campaigns, marketplace presence, working measurement system
All eight modules should be completed in full at Level 2. Priority for quick wins: Module 4 (add Sponsored Brands if Brand Registry is live and Sponsored Products ACOS is below break-even), Module 7 (confirm you are in the right spend scenario), Module 5 (set up the monthly KPI review and confirm Amazon Attribution is tagging all social links), Module 8 (commission the first locally produced content correctly using the permission matrix and content brief).
First action task: Complete the Level 2 compliance check from D6. Confirm Brand Registry status. Run the outsource versus in-house decision framework from D7 for your current activity list. Identify any activity currently managed in-house that should move to an agency or freelancer based on the thresholds in D7.
3
Level 3
Advanced
Full multi-channel programme — governance and operational discipline is the training priority
Priority review modules: Module 6 (re-read the RACI matrix in full — at Level 3, programme complexity increases governance exposure), Module 7 (review Level 3 spend scenarios and confirm the agency vs in-house decision is correctly calibrated), Module 8 (audit DAM compliance and confirm global campaign calendar activation rate is consistent).
First action task: Complete the D8 Action Checklist in full. Identify any pre-launch checklist items not currently part of your standard workflow. Submit the gaps to your regional HQ contact as your Watch-Do-Report note for the review period.
Training and Progression
Completing training modules does not automatically progress a distributor to the next maturity level. Level progression is assessed by HQ based on demonstrated execution outputs. For Level 0 to Level 1: consistent posting rhythm of three posts per week for eight consecutive weeks, and at least one listing passing the full Readiness Checklist. For Level 1 to Level 2: a completed first paid campaign with 30 days of ACOS data, a KPI template submitted to HQ, and positive ROAS from Sponsored Products. Training completion is a prerequisite for a progression assessment conversation, not the progression itself.
Training completion is not the end
Distributors who have worked through the modules and completed the action tasks will still encounter practical blockers: an asset request that takes longer than expected, a compliance question about a specific product claim, an Amazon listing suppression they cannot diagnose, or a budget question that falls between the scenarios defined in D7. Post-training support runs for three months after a distributor completes their maturity-level training path.
The Three-Level Support Model
Self-Service
The D1 through D9 HTML modules are accessible at all times. For the majority of operational questions, the answer already exists in the toolkit.
Before raising a support request, search the relevant deliverable. A question about whether a specific claim requires HQ approval is answered in D6. A question about which ad type is appropriate at a given level is answered in D4. A question about structuring a content brief is answered in D8.
Regional Contact
Each distributor has a named regional HQ contact. Response target for non-urgent questions: 48 hours.
For urgent issues — an active campaign suppression, a live listing problem, a compliance question on content about to publish — the response target is the same business day. If there is no response within four hours for a confirmed-urgent issue, escalate to the next HQ tier.
Group Q&A
HQ runs monthly 60-minute group sessions segmented by maturity level: one session for Level 0 and Level 1, one for Level 2 and Level 3.
Distributors submit questions in advance. Sessions are recorded and added to the training library so distributors who cannot attend live can access the Q&A within 48 hours.
Live Onboarding — A Phase 2 Investment
Phase 1 is designed to be self-served. Live distributor onboarding — where HQ runs structured training sessions market by market with facilitators — is a Phase 2 commitment. When live onboarding begins in Phase 2, D9 provides the facilitator scripts.
Recommended Live Session Structure for Phase 2
Session 1 (90 min): Modules 1 and 2 — system overview and maturity assessment. Output: confirmed maturity level and 30-day priority action list.
Session 2 (90 min): Modules 3 and 4 — marketplace execution and advertising. Output: completed Listing Readiness Checklist for highest-priority product.
Session 3 (90 min): Modules 7 and 8 — budget and content system. Output: selected spend scenario and completed content brief for next campaign window.
Session 4 (60 min): Modules 5 and 6 — measurement and governance. Output: KPI template populated with current benchmarks.
Measuring Training Effectiveness
Completion tracking: percentage of distributors who have completed each module's video and submitted at least one Watch-Do-Report note. Target: 80% of active distributors complete their maturity-level priority modules by end of the Phase 1 onboarding period.
Execution outputs: after 60 days, HQ reviews whether distributors who completed training have moved toward Level 1 progression criteria. Target: 60% of trained Level 0 and Level 1 distributors progressing toward Level 1 and Level 2 criteria within 90 days.
Common failure points: where distributors consistently fail the learning check tasks or execution outputs, HQ identifies whether the module content is unclear, the task is too difficult, or the source deliverable needs updating. Where the network consistently stumbles on the same step, the step needs to be fixed.
Phase 1 is the beginning
Phase 1 is calibrated for starting, not for scaling. A distributor who completes Phase 1 training and executes the monthly operating rhythm consistently for six months will have built something real — a functional commercial system that is running, measured, and connected to a real buying path.
What Phase 1 Delivers After Six Months of Execution
- →A compliant, optimised listing on at least one marketplace
- →A consistent organic social presence at minimum three posts per week across at least one platform
- →A live Amazon Sponsored Products campaign with 90 days of ACOS data
- →A completed KPI template reviewed monthly
- →A working content brief process using DAM assets
- →A confirmed maturity level and a clear picture of what the next level requires
What Phase 2 Adds
Live onboarding, market by market, facilitated by HQ regional leads. For markets where self-service training has produced strong engagement, live sessions accelerate what the modules have already started. For markets where self-service has produced weak outputs, live sessions diagnose why and rebuild from the right starting point.
Outsourced execution support for distributors who cannot build in-house capability at the pace the commercial system requires. This is Option C from the project scope, deferred from Phase 1 and timed based on Phase 1 progress and campaign readiness.
Advanced toolkit modules covering topics that require demonstrated Phase 1 capability: influencer programme management at scale, Amazon Brand Store full optimisation, YouTube long-form content production workflows, LinkedIn B2B pipeline development, and cross-market reporting and HQ dashboard integration.
Annual toolkit refresh. Platform policies change. Amazon ad types evolve. Compliance thresholds are updated. Market priorities shift as distributor capability data accumulates. The training modules and all corresponding deliverables will be reviewed and updated annually. Minor updates are communicated via release notes. Major structural updates follow the annual review cycle.
Market-specific playbooks. After 12 months of execution data across the 30-market network, HQ will have enough evidence to produce market-specific guidance for the highest-opportunity markets. The global framework stays intact. The market-specific layer adds the local channel mix, platform prioritisation, compliance nuances, and execution sequences most appropriate for each market's commercial reality.
The Eight Principles of Effective Distributor Training
1
Start from the distributor's actual capability level, not the ideal state. A training programme built for an advanced distributor fails a dormant one every time.
2
Every training module must connect to a real task the distributor does next. Watching without doing produces knowledge, not capability.
3
The Watch-Do-Report cycle creates retention. Completion statistics do not.
4
Onboarding sequence matters. Earlier modules create the context that later modules require.
5
Post-training support is a structural commitment, not a service addition. Distributors who complete training and then hit a blocker with no route to resolution will not apply what they learned.
6
Training completion is measured by execution outputs, not video completion rates. A distributor who has watched every module but completed no action task has not completed training.
7
Live onboarding in Phase 2 builds on self-service in Phase 1. It does not replace it.
8
The toolkit is a living system. Annual refresh is as important as the original build.
Five Questions Distributors Ask After Completing Training
Do I have to watch all eight modules before I can start doing anything?+
No. Your maturity level determines which modules to watch first and which to defer. A Level 0 distributor should watch Module 1, Module 2, and Module 3, then complete the action tasks before proceeding. Watching all eight before taking any action is the wrong approach. The toolkit is designed for progressive application. The self-onboarding path in Section 9.4 gives you the correct sequence for your level.
Our regional contact takes three or four days to respond. What do we do when we are blocked on something urgent?+
For same-business-day issues — an active campaign suppression, a live listing problem, a compliance question about content about to publish — use the urgent flag and escalate to the next HQ tier if there is no response within four hours. For non-urgent questions, the answer is almost always already in the toolkit. Search the relevant deliverable HTML before raising a support request.
We completed the training modules but our HQ contact says we have not progressed from Level 1 to Level 2. Why?+
Training completion is a prerequisite for progression, not the progression itself. Level 2 requires demonstrated execution outputs: a consistent posting rhythm of at least three posts per week for eight consecutive weeks, a live and optimised marketplace listing, a completed first paid campaign with 30 days of ACOS data, and a submitted KPI template. Identify which output is missing and focus on closing that gap. When all outputs are in place, request a formal progression review from your regional HQ contact.
We want to run the live onboarding session for our market before Phase 2 is formally launched. Can we use the script outlines from D9?+
Yes. The script outlines in Section 9.3 are designed to be facilitator-ready. A person who knows the toolkit material can run a 90-minute condensed onboarding session using the Module 1 and Module 2 scripts as the core, plus whichever deep-dive modules are most relevant for your market's current capability level. Notify HQ before running a live session — they track which markets have completed live onboarding, and that information shapes Phase 2 planning.
How often will the training modules be updated?+
The toolkit is reviewed annually. Minor updates — platform policy changes, new Amazon ad types, compliance threshold changes — are made as they arise and communicated via release notes to regional contacts. Major content updates follow the annual review cycle. Always check the version date on any deliverable before using it.
Phase 1 Completion Gate Questions
A distributor who can answer all four questions below is ready for the monthly operating rhythm. A distributor who cannot should identify which module to revisit.
1
Name your current maturity level and the single most important action that will move you to the next level.
2
What are the three metrics you will track every month, and where do you find the data for each one?
3
Walk through one complete monthly cycle: what do you do in Week 1, Week 2, Week 3, and Week 4?
4
Name one decision you can make without HQ approval and one that always requires it. Explain what happens if you make the second type of decision without approval.
Self-Onboarding Checklist
Use this checklist to confirm that your maturity-level training path is complete and your monthly operating rhythm is ready to begin.
- I have confirmed my current maturity level using the D2 maturity self-assessment
- I have completed the priority training modules for my maturity level (the ones defined in my level's viewing sequence in Section 9.4)
- I have completed the specific action task for each module I watched: completed brief, calculated ACOS, selected spend scenario, or other assigned output
- I have submitted a Watch-Do-Report note to my regional HQ contact for at least the three priority modules
- I have identified my regional HQ contact and confirmed their response time expectation for urgent versus non-urgent questions
- I know which three to five core KPIs I will track monthly using the D5 template
- I have selected my spend scenario from D7 and confirmed my platform split for the next month
- I have DAM access credentials and can download an asset for my market today
- I have confirmed my route-to-buy destination is live and returns a working product page
- I know which decisions I can make locally and which require HQ sign-off, based on the D6 RACI matrix
- I have a named date for my first monthly planning session and know which templates I will use
Nine Deliverables. One Commercial System.
D1 established the strategic architecture: three layers — social, search, marketplace — connected by the Symptom In, Sale Out principle and the PPP framework that describes how buyers in this category actually arrive at a purchase.
D2 established the maturity ladder: four levels of capability, each with defined progression requirements, and the self-assessment that places every distributor at the right starting point.
D3 established the execution standard: listing readiness, Brand Registry as the operational prerequisite, the dual-campaign structure, and local marketplace equivalents for markets where Amazon is not the primary commerce channel.
D4 established the advertising framework: the three ad types and their gates, ACOS calculation, the 30-day optimisation cycle, and the commercial discipline that separates profitable advertising from expensive activity.
D5 established the measurement system: decision-driving metrics, the KPI template, Amazon Attribution discipline, and the 30-minute monthly review that turns data into decisions.
D6 established the governance model: the three-layer operating model, the RACI matrix, the three unconditional approval requirements, and the compliance framework that protects the brand at scale.
D7 established the budget framework: the four readiness gates, spend scenarios by maturity level, platform split guidance, minimum effective thresholds, and the outsource versus in-house decision logic.
D8 established the content system: the assemble-don't-create principle, the permission matrix, DAM discipline, campaign calendar coordination, and the seven-field content brief that gates every piece of content before production begins.
D9 built the delivery mechanism: the video production guide, the script outlines, the self-onboarding pathways, and the Watch-Do-Report cycle that turns a toolkit into a training system.
Start with the monthly rhythm. Run the system. Measure what happens. Adjust based on what the data shows. The distributors who execute consistently, review monthly, and apply the Watch-Do-Report discipline will show the commercial results that Phase 2 investment is designed to scale. Begin.