Scale Your Marketing Department
Select the right team model and agency for a high-performing organization.
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 |
|---|---|
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Scale Your Marketing Department Executive Brief
|
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Agency Evaluation Questionnaire and Log
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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 |
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| 1.2 Recommend agencies based on minimum requirements |
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| 1.3 Request proposals |
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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 |
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| 2.2 Conduct initial screening and shortlist agencies that meet the minimum requirements for further evaluation |
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| 2.3 Select interview questions based on project requirements and evaluation criteria, interview coaching |
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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 |
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| 3.2 Document responses |
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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 |
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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 |
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| 5.2 Negotiate final terms with the selected agency, including the scope of work, payment structure, and any additional provisions or conditions |
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| 5.3 Finalize and sign the contract with the selected agency |
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| 5.4 Prepare the packaging for the agency and for hand-off |
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