During this time of year, you are likely polishing your marketing budget for 2025. While the cost of digital marketing programs, a new website or even a campaign may be easy to pin down, determining the resources needed in terms of people is always a challenge. The question to outsource or execute with internal resources is a big factor in a budget. Although AOE always welcomes the chance to be an extension of your staff, we recognize there are a myriad of factors that help discern when and what to outsource as well as what is best handled by internal resources. In fact, we regularly help clients figure out where to best use internal resources, ensuring that funds for outsourcing really make sense.
The first step is to clearly identify your stated goals for your marketing programs, followed by a strategic evaluation of your organization's core competencies, resource availability and the ability to leverage both internal and external expertise effectively is key in determining how to source resources. To this end, engaging an external agency may offer significant advantages, particularly in accessing specialized skills that may not be readily available within your organization. For instance, while you may have talented journalistic writers as part of your team, they may lack the relationships needed to get articles places in your key targets. This would be a great example of pulling in an outside source to help with plan execution, with costs minimized if your team can prepare much of the foundational materials. Outside consultants also offer the benefit of working with many entities, so they are likely well versed in the latest industry trends and best practices. Moreover, most agencies often provide cost efficiencies through established relationships with technology providers and media outlets, securing preferential rates and offering technological solutions at a reduced cost. Another critical aspect is the opportunity to stay on the cutting edge of marketing trends. Agencies are immersed in the dynamic marketing landscape and are often the first to adopt new technologies and methodologies, providing your organization with a competitive edge.
On the other hand, in-house marketing teams offer some unique benefits that external agencies may not be able to match. One of the most significant advantages is the level of control and direct communication. In-house teams have the advantage of being embedded within the company culture, ensuring that all marketing activities align closely with the company’s vision and values. They offer an intimate understanding of company-specific knowledge and internal processes, which can lead to more cohesive and integrated marketing efforts.
Additionally, having an in-house team may allow for greater flexibility and faster turnaround times. With direct access to other departments, in-house marketers can collaborate more seamlessly, leading to streamlined decision-making and quicker execution of marketing initiatives.
While both in-house teams and external agencies have their distinct advantages, the most effective approach often involves a combination of both. By leveraging the internal knowledge and control of in-house teams alongside the specialized skills and innovation of external agencies, organizations can create a holistic marketing strategy that maximizes impact.
When combining the two approaches, choosing the right external partner for your marketing needs is crucial. An external marketing agency's experience in collaborating with an in-house team is crucial as it ensures seamless integration, enhances communication and leverages combined expertise to achieve optimal marketing outcomes. Therefore, your ideal external partner should not only possess expertise in delivering innovative solutions but also have a successful track record of working with in-house teams.
The backbone of AOE's success is its team of seasoned professionals with decades of combined expertise across various industries. Our commitment to continuous learning and adaptation ensures that you will benefit from the latest insights and methodologies. In addition, AOE has extensive experience collaborating with in-house teams to ensure the unified execution of your marketing strategy and maximize its impact. Whether you are looking for an external partner to handle all your marketing needs or one that will work with your in-house team, we invite you to contact us today to explore how our proven strategies and industry expertise can elevate your marketing efforts to new heights.
For further insights on this topic, check out the MarketingProfs article, “What to Keep In-House and When to Use an Agency: A Four-Part Decision Framework.”