Scale Your Marketing Department

Select the right team model and agency for a high-performing organization.

Scale Your Marketing Department

Member Challenge

Inadequate internal team structure and partner choices can lead to:

  • Poor performance, lack of agility, and delivery
  • Higher costs and ineffective marketing strategy development and implementation
  • Limited innovation and creativity in initiatives
  • Low employee morale and high turnover

Our Advice

Critical Insight

Obstacles that can impede the achievement of a well-organized and effective marketing department can include:

  • Limited resources (budget/technology), and difficulty in finding and retaining top talent
  • Lack of alignment between internal teams and external agencies
  • Non-collaborative and non-innovative team models
  • Resistance to change from other departments or senior leadership

Impact and Result

Proper organization of marketing departments can assist companies in:

  • Developing and implementing effective marketing strategies
  • Managing resources more efficiently
  • Fostering collaboration and innovation

Research & Tools

Name Actions

1. Scale Your Marketing Department Executive Brief – A blueprint to guide organizations in scaling up their marketing capabilities by selecting the right team model and partners to simplify processes, foster collaboration, and achieve better results.

This document provides valuable insights on traditional and modern marketing team models and how to effectively integrate agency partners within your team. It also includes self-assessment tools to evaluate your marketing department's efficiency and agency hiring needs, enabling you to enhance your team's agility and performance with external resources.

Name Actions
Scale Your Marketing Department Executive Brief
Agency Evaluation Questionnaire and Log

Onsite Workshop: Scale Your Marketing Department

Onsite workshops offer an easy way to accelerate your project. If you are unable to do the project yourself, and a Guided Implementation isn't enough, we offer low-cost onsite delivery of our project workshops. We take you through every phase of your project and ensure that you have a roadmap in place to complete your project successfully.

Do-It-Yourself Implementation

The slides in this Best Practice Blueprint will walk you step-by-step through every phase of your project with supporting tools and templates ready for you to use.

Project Accelerator Workshop

You can also use this Best Practice Blueprint to facilitate your own project accelerator workshop within your organization using the workshop slides and facilitation instructions provided in the Appendix.

Module 1: Project Requirements and Proposals

The Purpose

Initiate and facilitate the procurement process of hiring an agency partner to execute a project or complement your marketing team and increase your department’s performance.

Key Benefits Achieved

Obtain a clear definition of project requirements, identify potential agency partners, and select the best agencies based on evaluation criteria.

Activities Outputs
1.1 Brainstorm with stakeholders and document a description of the project requirements (RFP), objectives, the scope of work, timelines, and budget
  • A well-documented description of the project requirements, objectives, scope of work, timelines, and budget
1.2 Recommend agencies based on minimum requirements
1.3 Request proposals
  • Agency proposal requests sent

Module 2: Initial Screening and Preparation

The Purpose

Effectively evaluate proposals received from different agencies and select the most suitable agencies for the needs.

Key Benefits Achieved

Save time through efficient proposal evaluation and shortlisting, tailored interview questions and coaching for a fair and effective evaluation, and select the most suitable agencies for the needs.

Activities Outputs
2.1 Review proposals received from different agencies and evaluate them against minimum requirements
2.2 Conduct initial screening and shortlist agencies that meet the minimum requirements for further evaluation
  • Shortlisted agencies that meet the minimum requirements for further evaluation
2.3 Select interview questions based on project requirements and evaluation criteria, interview coaching
  • Interview coaching to effectively evaluate agencies

Module 3: Agency Interviews

The Purpose

Interview agencies and document responses to make informed decisions about pre-selecting the most suitable ones for the needs.

Key Benefits Achieved

Get an objective and unbiased basis for selecting the most suitable agency, with detailed notes and evaluations of each agency’s responses to interview questions.

Activities Outputs
3.1 Conduct structured and consistent interviews with the shortlisted agencies
3.2 Document responses
  • Detailed notes and evaluations of each agency's response to the interview questions

Module 4: Agency Evaluations

The Purpose

Evaluate the shortlisted agencies based on key factors to determine their strengths, weaknesses, and overall fit for the department.

Key Benefits Achieved

Make a well-informed decision on which agency to select based on a thorough and objective evaluation.

Activities Outputs
4.1 Evaluate the shortlisted agencies based on various factors, such as expertise, experience, creativity, communication skills, and project management capabilities
  • A comparison report that includes the strengths, weaknesses, and fit of each agency

Module 5: Negotiation and Final Terms

The Purpose

Finalize the selection of an agency, negotiate the terms of the agreement, sign the contract, and prepare for the hand-off to the agency.

Key Benefits Achieved

Ensure that the chosen agency meets the requirements. Establish clear terms and expectations. Prepare for a smooth transition to working with the agency.

Activities Outputs
5.1 Make a final selection based on an evaluation of all the shortlisted agencies
5.2 Negotiate final terms with the selected agency, including the scope of work, payment structure, and any additional provisions or conditions
  • Revised terms
5.3 Finalize and sign the contract with the selected agency
  • Signed contract
5.4 Prepare the packaging for the agency and for hand-off
  • Hand-off and packaging for agency