Introduction
In recent years, many large organisations have embraced the concept of in-housing their marketing services. Having run successful in-housing programmes for a number large organisation over the last five years I’ve put together my thoughts on how to approach the opportunity. While the benefits of this approach can be clear, it’s crucial for senior marketers to understand that in-housing is not a one-size-fits-all solution. Instead, it should be viewed as a strategic tool to help organisations achieve their unique marketing objectives, whilst understanding the challenges across the in-housing journey. In this article, we’ll explore the various goals that can drive an in-house marketing strategy, as well as the importance of finding the right balance between in-house and external support.
The evolution of in-housing marketing services
Over the years, the scope of in-housed marketing services has expanded significantly. We’ve in-housed all elements of marketing services from paid media, to ad operations, to creative. This evolution has presented both opportunities and challenges for organisations seeking to maximise the value of their in-house teams.
Two of the most common mistakes we have observed in the in-housing journey are:
- Lack of clear objectives: Failing to establish well-defined goals that the entire team can work towards can result in a lack of focus and alignment, ultimately undermining the success of in-house marketing operations.
- Replicating agency services: Instead of merely replicating the services provided by external agencies, organisations should seek to improve their operating model by re-imagining how an in-house team can add value. This might involve adopting new technologies, streamlining processes, and fostering a culture of innovation and continuous improvement.
Key objectives of in-Housing marketing services
Establishing clear goals for your in-house marketing services is vital in ensuring that everyone within the organisation is aligned to the overall vision. By setting specific, measurable, and achievable objectives, you can create a roadmap for developing and measuring in-house capabilities. This clarity allows for the efficient allocation of resources, helping to drive success and create a culture of accountability and continuous improvement. Below I’ve highlighted the key objectives which can be considered, optimised and measured through in-housing programmes. They are not mutually exclusive and setting the right balance of objectives is crucial for success:
- Cost savings: By bringing marketing operations in-house, organisations can potentially reduce agency fees and gain more control over their marketing budgets. This enables a more efficient allocation of resources and allows companies to invest in other critical areas of their business.
- Greater transparency and control: In-housing enables organisations to have direct oversight of their marketing operations, which can lead to improved decision-making, faster approvals, and more effective campaign execution.
- Agility: In-house marketing teams can react more quickly to changes in the marketplace, respond to new business opportunities, and pivot their strategies as needed, giving them a competitive edge.
- Effectiveness through integration: By aligning their marketing operations closely with other business functions, organisations can ensure a more seamless and coherent customer experience, ultimately driving better results.
Customising your in-house strategy
Recognising that no two organisations have the same goals, it’s essential to develop an in-house marketing strategy that reflects your unique business objectives. This might involve conducting a thorough assessment of your current marketing capabilities, identifying areas for improvement, and determining the appropriate level of in-house resources needed to achieve your desired outcomes.
Challenges and risks of in-housing marketing services
In-housing marketing services can also present several challenges and risks which need to be solved along the way. Going into the in-housing journey with your eyes wide open is crucial for addressing these risks and ensuring the success of the programme. Common challenges we have seen and addressed with in-housing programmes are:
- Talent acquisition: Attracting and retaining top marketing talent is crucial for the success of an in-house team. However, it can be difficult for organisations to compete with the diverse and dynamic environments offered by marketing agencies.
- Staff training: Ensuring that in-house staff have the necessary skills and knowledge to execute marketing strategies effectively requires ongoing investment in training and development.
- Managing internal resistance: Transitioning to an in-house model may be met with resistance from employees who are accustomed to working with external agencies. To overcome this, organisations must clearly communicate the benefits of in-housing and foster a culture of collaboration and adaptability.
Striking the right balance with external support
Whilst in-housing marketing services can deliver significant benefits, it’s crucial not to overlook the value of external support. Agencies and consultants can provide specialised expertise, fresh perspectives, and access to resources that may not be available in-house. To optimise your in-house marketing strategy, consider the following:
- Evaluate your current partnerships: Review your existing agency and consultant relationships to determine if they are aligned with your in-house objectives and delivering the desired results.
- Identify gaps: Determine any gaps in your in-house capabilities and decide whether to address them internally or through external partnerships.
- Establish clear roles and responsibilities: Ensure that both your in-house team and external partners understand their roles and responsibilities to foster collaboration and avoid duplication of effort.
- Continuously assess performance: Regularly evaluate the performance of both your in-house team and external partners, making adjustments as necessary to ensure the ongoing success of your marketing operations.
Conclusion
In-housing marketing services can be a powerful strategy for organisations seeking to achieve specific objectives such as cost savings, greater transparency, agility, or improved integration. However, it’s essential to approach in-housing with a tailored mindset, recognising that each organisation’s goals and needs will differ. By carefully considering your unique objectives, setting clear goals, and striking the right balance between in-house and external support, you can create a marketing strategy that delivers lasting success.