Your Role: You lead a large organization from an executive-level position.
Your Needs: At minimum, fractional expertise. At most, complete outsource of particular skillsets.
You likely have a reasonably sized internal team of marketers that serve a breadth of functions, including those covering your customer’s experience, customer acquisition and customer engagement. These could include functions specifically focused on Product Marketing, Content Marketing, Marcom including creative, event, PR and the like, Demand Generation, Analytics and Operations, and Customer Marketing for loyalty, retention, upsell, renewal and similar functions. You may or may not integrate digital and offline roles and responsibilities. However you structure your organization, you likely have breadth but you may not have depth.
One of the positives and negatives of this era of marketing is the rapid and explosive growth of digital opportunities. On one hand, each new platform or offering may offer a key that unlocks your next level of success, but on the other hand, the breadth of knowledge required to navigate the morass of options is somewhat staggering. This is probably where your greatest source of frustration lies.
What You Require From a Marketing Agency: A partner who doesn’t need much training and management.
You need a strategic partner, one who can quickly get the big picture, help you determine how they can augment and add to your team’s efforts, and then get going. Not a whole lot of hand-holding and oversight, but real depth in management and reporting against leading indicators and performance KPIs. And one who delivers results and helps you set or maintain a high performance bar, all the while seamlessly coordinating with your team to maximize overall results.
How You Define Success: Growth in internal knowledge and knowhow, achievement of marketing goals.
You likely have the obvious marketing objectives that must be attained and then exceeded. Additionally, you have a need for your team to work efficiently and effectively, and to continually improve their knowledge, capabilities and competencies. If a partner can deliver on both fronts, that is a double win.