Thoughts

Marketing is the lifeblood of any business, driving visibility, engagement, and ultimately, revenue. As the marketing landscape becomes increasingly complex, the decision of whether to insource (handling it yourself)  or outsource (getting outside experts to help) marketing efforts has never been more critical. CEOs and marketing executives are often torn between building an internal team or leveraging the expertise of external agencies.  Many times, it’s the belief that it needs to be all or nothing that can derail progress.  

I’ve been fortunate to have experience working both in-house and in agencies as a marketer and non-profit fundraiser.  I’ve created a short guide to help any leader working through this dilemma decide what’s best for their organization.

Here’s when I’d recommend keeping things in house.

1. Your Industry’s a Niche Market.  If your industry requires a deep understanding of specific nuances, an in-house team might be your best bet. Your internal team will have a better grasp of your organization’s unique aspects, leading to more effective and targeted marketing strategies.‍
2. You’ve Got a Big Vision. For companies where marketing plays a pivotal role in long-term growth, keeping it in-house ensures tight control over strategy and execution. An internal team can align more closely with your company’s overarching goals and vision.‍
3. Continuous Work and A Long-Term Budget.  If have a full-time workload for marketing staff and  you have the budget to support a marketing team, investing in-house can pay off over time. These employees develop a deep understanding of your organization, fostering more consistent and cohesive marketing efforts.‍
4. Need to Collaborate Often.  When your marketing strategy involves frequent collaboration with other departments (like product development or sales), having an in-house team can streamline communication and enhance efficiency.

Here’s when I prefer to outsource.

1. You Need Specialized Skills. Outsourcing can bring in the expertise you need for complex marketing tasks, that your organization doesn’t have the time or budget to develop in house.  Whether it’s cutting-edge SEO, advanced data analysis, or high-quality design work, agencies have specialized skills that can elevate your campaigns.‍
2. Flexibility and Scalability. Outsourcing offers the flexibility to scale your marketing efforts up or down as needed. This adaptability is particularly valuable if your marketing needs vary throughout the year
3. Access to Fancy Tools Agencies often use the latest marketing tools and technology. If investing in these tools isn’t feasible for your company, outsourcing provides access to these resources at a fraction of the cost.‍
4. Access to expert insight and thought leadership. When you work with an agency, you have access to a broader group of people’s expertise and thought leadership. This can be invaluable and focused crowd sourcing for problem solving and creative thinking.
   

When your making this decision, think through your organizations needs for both short and long term as well as your ability to grow internal capacity in this area.  Weigh your organization’s focus.  Run the numbers and make a plan for how to create the right change over time.  

Deciding to keep marketing in-house or to outsource it isn't a one-size-fits-all decision. It's about finding what works best for your company's needs, budget, and goals. By weighing the pros and cons of each option, you can choose the approach that sets you up for marketing success.

Whether you're leaning towards building an in-house team or partnering with an agency, understanding your unique needs and objectives will guide you to the right decision. If you've got specific marketing scenarios you're considering, drop your questions or thoughts below—I’d love to help out!