How to Build an Effective Internal Marketing Team by Working with External Agencies
Brian Bowman | March 02, 2019
All companies should be building internal digital marketing as their core competence. This is ultimately the way that companies will achieve and sustain the highest net profit, so it’s vitally important to build this internal skill set in order to understand how to maximize revenue. At the same time, there is tremendous strategic value in benchmarking the internal team against external marketing teams. The values are that it will help management both validate the performance of the internal team, and it will increase intensity or competition, but in a healthy way so that the business owners understand that everyone is really putting in their best efforts and that they’re not resting on their laurels. This will allow both the internal team and the external team to gather new ideas, both on the media buying side and on the creative execution side, and this helps eliminate tunnel vision. Further, internal teams that work in a silo for months will understand quickly what tactics work and what doesn’t work, and then they can often stop thinking outside the box, and get stuck in a rut in coming up with very similar variations of concepts, instead of new concepts, or similar media buying strategies. So, the idea is to constantly be generating new creative ideas. Here are the best practices on structuring the internal and external marketing teams to work effectively together for excellent results: We believe in 100% in transparency and open communication. Internal marketing teams and external agencies working together should share their ideas, their strategies, and creative wins with one another in order to build trust and generate more successes together. Ultimately, the internal marketing team owns all of these ideas and strategies.