If you’ve started an in-house agency or are ready to build or formalize one, it’s a good idea to clarify the benefits, choose or adapt to the best model and optimize for performance. Using outside agencies and vendors will always be a part of the marketing ecosystem, yet in-house agencies are increasingly common for today’s marketers and brands.
CMOs Require an Efficient Organization
CMOs require an efficient and effective organization to meet ever-changing business needs. That’s why they look at the benefits of what an in-house agency can bring to the organization. While benefits are widespread, they include:
- Improvements in operational efficiency.
- Driving down costs.
- Higher quality work.
- Convenience aspect.
- Brand consistency.
- Foster innovation and strategic decision making.
Once the decision is made to start an in-house agency and benefits outlined, choosing the best model is critical for sustained success. See Figure 1.
For more details, see CMO Insight: Justify Benefits and Choose the Best Model for Building Your In-House Agency (Gartner for Marketing Leaders/GML seat required to view full research report).
5 Key Areas are Critical to In-House Agency Success
To build and optimize your in-house agency, focus on 5 key areas to address the many challenges you’ll face as you meet the specific needs of your larger organization.
For more details, see CMO Insight: Focus on 5 Key Areas to Build and Optimize Your In-House Marketing Agency (Gartner for Marketing Leaders/GML seat required to view full research report).
This research also includes a chart listing potential roles for designing you in-house agency including:
- Strategic talent
- Creative talent
- Management and technical talent
- Channel talent
- Data and analytics talent
Next steps include:
- Assess your current situation.
- Seek feedback from key requestors of the work and your current team.
- Identify or hire a champion to help implement the plan.
- Meet with your CFO for financial management assistance.