Experiencing a marketing resources gap is like playing executive chef in a premier, 5-star restaurant … on a Saturday night … without any cookware …
Even Bobby Flay couldn’t sauté his way out of that disaster. No marketer wants to work in a marketing department that feels like Hell’s Kitchen. But marketing resource gaps throw off some serious heat, and getting burned is a likely outcome for CMOs.
Without the necessary resources in place, consistently reaching your marketing goals is impossible. Resource gaps also create a disconnect between campaigns and performance metrics, which prevents leaders from proving marketing value. Poor ROI insight doesn’t sit well with the C-suite and puts your job at risk.
How do you know you’ve got a marketing resources gap?
But the biggest indicator of a marketing resource gap is time. If you find yourself constantly burning the midnight oil and sacrificing quality at times to meet demands—you’ve got a resource problem.
The fix? Consider bringing in a marketing agency. But before we get to that, what causes a marketing resource gap?
Most people answer “A”—but in large organizations, funding is less problematic. If you answered “B”—don’t be so hard on yourself or your team! Resource gaps aren’t a reflection of your talent or drive. In fact, if you’re surviving under the pressure of a resource gap, consider yourself a warrior among marketers. It’s not for the fainthearted.
The correct answer is “C”—unawareness. In most cases concerning large organizations, marketing leaders are too busy trying to keep all the metaphorical balls in the air to realize that they don’t have the necessary resources to do so effectively.
Option No. 1: Hire In-House Talent
Your initial instinct may be to expand your marketing team or hire freelance support. This isn’t a bad idea, but it’s important that you consider the true cost of recruiting, hiring and training a new employee. You’re looking at a base investment of $45,000 to $50,000 a year for full-time talent (depending on the role). Plus benefits, payroll taxes, internal equipment and space—the list goes on. And if you require specialized talent like an SEO marketer or a digital marketing manager, bump that base up to $60,000 to $73,000. Don’t forget about the time it will take to onboard and train this individual.
All that money for the perspective and expertise of just one person …
In some cases, it makes sense to hire in-house. But if maximizing your investment is a priority, and putting all your eggs in one basket makes you leery, this may not be your best option.
Option No. 2: Partner with a Marketing Agency
When you partner with a marketing agency, it’s like hiring an entire team of professional writers, SEO experts, social media specialists and graphic designers. No matter what resources your team lacks, an agency will fit the mold. Here are nine other benefits:
Marketing agencies are like the Navy Seals of the digital realm. They are quick-witted, tactical and extremely good at executing strategic plans. They have a keen eye for marketing metrics and understand how every ingredient must work together to serve customers with the best possible brand and buyer experience.
They also know the telltale signs of a poor marketing operation. This makes them uniquely qualified to identify and fix issues in your processes. In short, they make a great support system for your marketing department and deliver the greatest ROI.