Around 2009 while reaching out to client prospects for full-service relationships, international/national award-winning marketing firm The Goss Agency discovered a consistent, somewhat dismissive response “we’re in-house”.
Instead of scratching their heads, or attempting to pour water uphill they decided to conduct a quantitative study to find our more. It was discovered, at the time about 38% of companies spending under $2M were conducting some or all their marketing in house. So inside ideas was born to support in-house marketing teams with decades of marketing experience and expertise in over 70 brands and categories to fill any gaps in capabilities of in-house departments.
However, with in-house marketing in its infancy the in-house marketing team was expected to do it all, and so there was not much acceptance to outside support. The Goss Agency put this new idea on hold for a while, for about 8 years in fact, until industry articles began surfacing in AdAge, Adweek, WSJ to name a few. Articles explaining that marketing positions, with multiple disciplines stacked into one role are among the highest turn-over in the professional world, costing companies significantly, 1.5 times the salaries.
With recent statistics indicating 80+% of marketing budgets $2M and under are handled, or attempted to be handled in house, along with the ever-changing digital marketing landscape the response to inside ideas has changed to “yes help please”. And guess what, upper management, even the CFO, realizing the cost of turnover and the missed marketing opportunity is beginning to get it. The fact is there are more disciplines than 1, 2, 3 or even 5 people can handle effectively. In fact, a company would need to be spending about $10M annually to staff all the disciplines needed in marketing.