Outsourcing Marketing as a Strategic Approach
Deciding whether to outsource marketing efforts or keep them in-house is a choice any company aiming to maximize growth and efficiency has to face. Outsourcing offers a strategic advantage by providing access to specialized expertise and innovative strategies that can drive business success. This approach allows companies to stay current with industry trends, scale operations rapidly, and benefit from the diverse perspectives of external professionals. It also requires careful consideration of the team you choose to work with – potential challenges of outsourcing include maintaining control and ensuring alignment with company goals.
Insights from Metova’s Chief Strategy Officer, Jonathan Sasse
Jonathan provides insight into the benefits of hiring fractional professionals, particularly when it comes to outsourcing marketing functions. Fractional professionals, such as fractional CMOs or consultants, bring a wealth of experience and expertise to the table at a fraction of the cost of full-time hires. This can be a game-changer for companies that may not have the budget or need for a full-time marketing executive.
Pros:
1. Cost-Effectiveness
Fractional professionals offer high-level expertise without the financial commitment of a full-time salary, benefits, and other overhead costs. This makes it easier for companies, especially startups and small businesses, to access top-tier marketing strategies and leadership.
2. Flexibility
Outsourcing to fractional professionals provides the flexibility to scale marketing efforts up or down based on current needs and budget. This adaptability is particularly beneficial for companies navigating fluctuating market conditions or rapid growth phases.
3. Specialized Expertise
Fractional professionals often bring a wealth of experience from various industries and projects. This diversity of knowledge can offer fresh perspectives and innovative solutions that an in-house team may lack.
Cons:
1. Less Control
With external professionals, there may be less direct oversight and control compared to an in-house team. Ensuring alignment with company goals and maintaining consistent communication can be more challenging. Choose an agency that aligns with your organization and meets your communication expectations.
2. Integration Issues
Integrating fractional professionals with existing teams and processes can sometimes be difficult. There may be initial hurdles in ensuring that external consultants fully understand the company’s culture and objectives. Introducing all relevant stakeholders in the early stages of the vision alignment process will determine whether the agency you choose can identify and address your needs and expectations.
3. Dependence on External Resources
Relying on fractional professionals means that critical knowledge and expertise are not always readily available in-house, which can create challenges if the external resource is unavailable or transitions out. In this instance, a well-defined Time & Materials Managed Service Agreement can ensure that your team will have timely access to the resources you need, when you need them.
Outsourcing marketing functions to fractional professionals can provide significant advantages in terms of cost and expertise. It’s also essential for companies to carefully manage and integrate these external resources to ensure they align with organizational goals and contribute effectively to long-term success.
Consider it a partnership, where mutual success is achieved through collaboration!
Contributions from Forbes Communications Council Members:
Read the original Forbes Communications article here.
