Choosing the right marketing structure to scale up your business

A few years ago, you were probably sitting around the kitchen table wondering how you could get your business started. There was just you, and a cup of coffee. Before long, you’d hired a part time support person as the work started to come in; and today – you have a small team around you.

Sound familiar?

So what’s the next step? Scaling up. And how do you do that?

Obviously marketing is a part of this, but effective marketing needs a great backing team and if you want to know the best way to get the right support as your grow – keep reading.

There are a lot of options out there and it’s easy to get frazzled while you’re trying to assess them all, so we wanted to help by providing you a summary of three structures for a marketing team that can help you grow your business to the next level.

Structure One: External Team managed by an Internal Marketing Employee or You

Pros: Having an external marketing team working for you means you have a range of expertise, and it’s not just one person trying to do it all. If you have someone in the office managing the team and reporting to you; or if you have the time to manage it yourself, you can make use of existing resources. That means, you don’t have to pay someone to work 40 hours a week for you as you would if they were employed by you.

Cons: Managing a team of marketers can be time consuming, so you need to ensure you have someone available on your current payroll who has both the time, and the skills, to manage external suppliers. Or, if you’re planning on doing it yourself – do YOU have the time?

Structure Two: External Team with External Marketing Manager

Pros: By outsourcing 100%, you won’t have any added strain or stress on your existing team members. You’re getting the expertise of a range of external marketing suppliers and the expertise of a trained marketing manager. You can also rest assured knowing that these people are 100% focused on marketing and are not going to be distracted by other operational tasks that are involved in running your business.

Cons: It’s going to take some time to find the right team and manager. Where do you search? What do you look for? It could be a long process of trial and error (or you could find the perfect assistance straight away). You need to make sure you invest enough time to make informative decisions.

Structure Three: Internal Team with Internal Marketing Manager

Pros: If you’re working with a team that you already have on board (or you’re planning on hiring), you get full visibility of all team members and can control what they’re doing and when. And if anything isn’t running efficiently, you can address it immediately in-house.

Cons: If you’re using existing team members they may not have the skills to deliver all marketing activity effectively and efficiently – or they may need extra training. If you’re planning on hiring someone new specifically for the job, this can be a long and tiring process. It’s expensive, and as you’re no doubt aware, it can be hard finding the right person to fit seamlessly in with your company’s culture.

Marketing your business to scale up is not a decision to take lightly and it’s important that you weigh up the positive and negative aspects to decide what option fits better with your company’s marketing requirements. Hopefully we’ve helped make the decision a little easier for you.

And if you need any advice, we’re waiting to take your call.