Problems With Internal Marketing: Getting the Most out of Collaborating with an Agency
In house marketers need to prove to their bosses that they are delivering return on the investment known as their salary. In house types are expected to be able to provide value across a variety of channels. There's a natural tension created between the in house and the agency solvable only by a winning communication pattern.
- Done wrong, the agency and the in house compete for credit and undermine each others' value.
- Done right, both agency and in-house deliver more value than they could alone.
Call us biased but the best value an agency can provide is identifying the work to be done to make their employer profit. Any agency worth its salt will want to have its hands on the steering wheel a bit - and communicate that up front. Doesn't mean an agency shouldn't consensus build and get help from valuable in house people. Marketing agencies need to simply earn the right to be advocates first, service people second.
...by making businesses more profitable.