I have worked for and with CEO’s and CMO’s for the better part of 20 years, and in the last five, I have begun to see a disturbing trend.
While marketing is getting better, more strategic and more measurable, the C-Suite is demanding less strategy and less dependence on data to make decisions. Then because your marketing efforts do not seem to be bearing as much fruit as expected, you cut marketing budgets and downsize your marketing teams to the point where they are ineffective.
You probably need to make a decision. You either let your marketing team do their job or manage the ebbs and flows of your marketing needs through agencies or contractors.
By tightening your marketing belt, you’re not giving your team the breathing room to research, plan, execute and measure success. You’ve also probably hired the best, most experienced people so you are wasting a ton of money on an expert level experience that you are not taking advantage of.
You might as well go and hire a staff of interns.
This is what the typical mid-sized company marketing department looks like.