If you have been to The SocialSteve Blog before, you know I am extremely committed to providing marketing guidance and tips to help you in your professional success. But this blog post is different. I ask more questions than providing answers. I hope the questions that I raise make you think, rethink, and consider how we can drive much greater successes in the organizations we lead, manage, and work for.
So the question as stated in the title is whether there is greater marketing innovation that comes from outside consultants, agencies, and third party partners than in-house marketers? And based upon my experience as a current business marketing strategist and having worked in a digital marketing agency, I would say the resounding answer is yes. But I am not satisfied with my own experience. I have had discussions with a number of people to get their views. I have spoken to CMOs of Fortune 500 companies and much smaller companies. I have spoken to professionals that have graduated Harvard, Columbia, Princeton, other top and mid tier colleges and universities. I have spoken to high-level marketing and business development folks in leading sports, entertainment, retail, B2B, consumer goods, and other business. And yes, I have spoken to some very smart and talented people that have so much to offer but are untapped.
So granted, I have not done a scientific experiment, but I have gone much further than my own personal experience to get a perspective on the question, and further more, an explanation for the answer. And clearly most people agree … there is much greater innovation coming from outsiders than insiders when it comes to marketing. But is this to say that there is better talent in marketing consultants than client side markets? Absolutely not! So what is the issue?
I believe that existing organizations have rules (both formal and informal) that stifle creativity and innovation. Employees have set mandates and protocol they are expected to adhere to. Not that outside consultants have carte-blanche freedom to do whatever they want and are not held to specific tasks and guidelines, but they are not faced with the same rigor and formalities that often hamper innovation.
Now I am speaking as a consultant and so it may be difficult to say, but there is no reason why in-house marketing strategists, planners, and implementers should not be able to deliver the high-quality, highly impactful work of out of house marketers. I believe it is time for established organizations to look at their culture and reassess. I do believe that many start-ups have environments that promote and motivate creativity and innovation, but somewhere along the way businesses often loose this mentality and persona.
As a successful marketer, I find the need to constantly adapt and be agile as my environment and playing field evolve. Heck, I was around before there was any digital marketing, and now I would say a majority of my work, experience, and deliverables are in the area of digital marketing. So if successful marketers must demonstrate agility and evolution to continue to be successful, doesn’t the organizational environment where they practice their trade need to also morph?
As I said in the beginning – I am asking more questions than providing guidance in this post. I believe I have hit upon a couple issues – 1) Greater marketing innovation out-of-house, and 2) An in-house environment that clamps creativity and innovation. But I am not emphatically saying this is the case. My experience and initial investigation has led me to my conclusions. Go ahead. Tell me I am wrong. Give me your perspective. I want to learn from your experience.
Make It Happen,