Originally published on Target Marketing.
Marketers need a complex and diverse set of skills to meet business goals. When should you partner for marketing and technology support and when should you bring those skills and talents in-house?
This critical question touches many issues including the organization’s historical leaning, how that function will benefit (or not) from brand access and proximity, how able are you to recruit the right talent, how effectively can you manage those resources to their optimal capabilities, how integrated are they with other key functions in partners, how sensitive these skills are to constant update and access to other subject matter inputs, how committed are you to this effort long term. Whew.
It’s not just more headcount for all the kingdom builders out there. It’s additional functional responsibility for everything from hiring, training and development, to vetting and maintaining the best tools and resources, all the way to organizational integration and reporting and analytics. Most importantly, it is an extension of the core mission of your team. Is it the right one?
To answer this complex question, work through these three steps:
Review Your Core Mission First
Even if it is a high profile project or sounds like a blast, you might be better served by outsourcing to a consultant, agency or other expert partners if this fills a need far different from your group’s current role. There may also be a competency gap if this is requires a set of a complex, specialized or rapidly evolving skill sets that aren’t currently in residence in your team. Using outside help allows you to keep your focus in your areas of key contribution instead of getting ramped up in unfamiliar territory and distracting your team from their critical initiatives. It also takes advantage of the specialists who have put in their 10,000 hours and who by virtue of their specialty stay current on trends, tools and best practices that will ultimately support your success.
However, if this function or effort is an extension of your core activities and is skills compatible with your current team, then adding new competencies with training is great for morale and for team development. Make sure you are not overloading your teammates and allow them realistic training time and access to materials and education to help you collectively to succeed. If you do bring in new talent to expand your overall capabilities take the time to onboard them with the existing team so they can function as a cohesive unit working against that core mission together.