A Marketing System Built for Outdoor, Western & Industrial Brands
Outdoor, Western, and industrial retail is where Citamark started. Most marketing problems here are not marketing problems. The reporting, naming, and data layer underneath is broken, and you get the brand marketing system that fixes it.
Where it breaks
The problems that show up over and over.
Wholesale and DTC blur into one number
Dealer sell-in, marketplace sales, and your own site all land in the same dashboard. You cannot tell which channel the marketing actually moved.
Co-op dollars vanish into spreadsheets
Dealer co-op funds get spent, but nobody can show which campaigns they funded or what came back. Reconciliation happens quarterly, by hand, from memory.
Every catalog season starts from zero
Spring and fall drops rebuild campaigns, audiences, and reports by hand each time. The playbook lives in one person's head.
A big catalog with no naming system
Thousands of SKUs across brands, categories, and seasons, and every campaign names them differently. Reporting cannot roll up, so nobody trusts it.
How this plays out
The pattern, up close.
Picture a Monday morning at a Western boot brand. The DTC dashboard, the one tracking sales on your own site, says last week was strong, but sell-in to dealers is flat, and nobody can say which one the ads actually moved. Co-op claims from three dealer groups sit in the inbox, each referencing campaigns named by whoever built them. The marketing lead spends the morning exporting spreadsheets to answer one question: what worked. By noon the answer is still a guess.
The usual fixes do not hold here. A new dashboard tool visualizes the same tangled data, so wholesale and DTC still blur underneath it. Hiring another analyst buys a person who spends the week reconciling instead of deciding. Handing the accounts to an outside firm means the playbook walks out the door when the contract ends, usually right before a catalog drop. None of it touches the real problem: the naming, tracking, and reporting layer was never built for a brand that sells through dealers and direct at the same time.
With the system in, Monday looks different. Reporting arrives already split by sell-in, dealer activity, and DTC, before anyone opens a laptop. Co-op claims cite campaign names that trace straight to spend and results, so reconciliation is a lookup, not a quarterly dig. When the next drop comes, the campaign shells, audiences, and reports already exist from last season. Your team runs it, with coaching from the side.
Signs this is you
Your Monday reporting pull takes half a day and still ships with a caveat slide.
Co-op reconciliation happens a quarter late, from memory and old emails.
Nobody can say whether last month's ads moved dealers or your own site.
Every catalog drop rebuilds campaigns from scratch, and one person holds the playbook.
Three teams name the same product line three different ways.
Your dashboards say one thing, your dealer reps hear another, and the two never meet.
What you get
Built for Outdoor, Western & Industrial Brands. Owned by you.
Wholesale vs DTC reporting, split clean
You get reporting that separates sell-in, dealer activity, and DTC revenue, so each channel gets judged on its own numbers. It updates itself weekly, without anyone exporting a thing.
Co-op tracking that survives an audit
Campaign naming and budget tags tie every co-op dollar to the work it funded. Claims and reconciliation come out of the system, not out of memory.
A seasonal launch playbook
Catalog drops become a documented, repeatable operation. Campaign shells, naming, audiences, and reports are built before the season starts, not during it.
Naming that scales with the catalog
One convention across brands, categories, seasons, and channels, so reporting rolls up cleanly. Automation and AI first drafts hang off that structure.
A sales-floor feedback loop
What dealers and floor staff hear becomes structured input to the campaign calendar. Alerts flag when the field and the dashboards disagree.
Your system comes from the team whose systems run behind brands you know in outdoor, Western, industrial, and agricultural retail, including multi-location brands with hundreds of locations. That work sits on $100M+ in managed spend.
The first 30 days
What actually happens after you say go.
Weeks 1 and 2: access and the audit
You grant read access to your ad accounts, analytics, and wherever dealer and co-op data lives, even if that is a spreadsheet. Then the way work actually flows gets mapped, from catalog drop to campaign to report. The output is a written picture of what is broken and the order to fix it in.
Weeks 2 and 3: the plan and the first fixes
You get the build plan, sequenced by impact. The first fixes usually land here: a naming convention that fits your catalog and seasons, and a first cut of the wholesale vs DTC split. Small, visible wins before the month is out.
Week 4: the rhythm starts
Weekly reporting starts arriving on its own, and your team gets walked through it live. The seasonal playbook gets its skeleton, timed to your next drop. From here it is build, coach, repeat, with your team doing more of it each week.
From the blog
Practical thinking on outdoor, western & industrial brands marketing.
Why Nobody Reads Your Dashboard
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ReadMulti-Location Reporting Both Corporate and Locations Trust
How multi-location brands build marketing reporting that corporate and location managers both trust: naming, comparability, rollups, and auto summaries.
ReadGetting a Marketing Team to Actually Use AI
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ReadCommon questions
Straight answers.
You sell through dealers and your own site. Can one system report both?
Yes. Your reporting layer gets the wholesale vs DTC split built in, so each channel has its own view and one roll-up above them. Where dealer sell-through data exists, it gets wired in.
Does this replace your team or your tools?
Neither. You get an audit of how marketing runs today, a build on the tools that already work, and coaching so your team runs the system. You own the accounts, the data, and the automation, and nothing leaves when the engagement ends.
How do you handle seasonal catalog campaigns?
Your drops each become a documented operation with pre-built campaign shells, naming, audiences, and reporting. The second season runs faster than the first. The playbook stays yours either way.
Where does AI fit in all this?
In the engine, not the headline. Reporting writes itself, alerts triage themselves, and copy starts as an AI first draft your team edits. Output multiplies without adding head count.
You are heading into your busy season. Is this the wrong time to start?
Usually it is the best time. The audit does not touch what is running, and the first fixes are reporting and naming, which make the season easier to read, not riskier. Heavier build work waits for the window your calendar allows. Starting after the season means running one more season blind.
Your dealer and co-op data is a mess of spreadsheets. Do you need to clean it up first?
No. Bring it as it is. The audit tells you which of it matters, and the build gives it one structure to land in going forward. The mess is more useful than a tidied version, because the mess shows exactly where the system has to be sturdy.
Find out what is costing you before you spend another dollar.
One call. You tell us what you are running and hear the first move worth making.