By Alexandre Pelletier June 4, 2018
Data is playing an increasingly important role in marketing decisions, and marketing and martech salaries are on the rise. It’s also getting trickier to find qualified talent, especially when it comes to those who are Marketo experts, as well as those who are well-versed in marketing automation, user experience, and machine learning.
So as a marketing director, VP or CMO who is looking to augment your team, how do you make an apples-to-apples comparison when it comes to determining whether to hire in-house talent or bring on a consulting agency? Let’s take a closer look.
PROJECT WORK: Let’s cover the easiest one first: project work. If your marketing team is interested in tackling a specific project, like an overhaul of your lead scoring system, you’re almost always going to be better off going with a consulting firm to make it happen. For standalone projects that have a defined goal, specialized consulting firms are able to get in, get the job done and move on more quickly than you can get the average employee up to speed!
LARGER INITIATIVES: Larger initiatives that need a driver—like migration from one marketing automation platform to another, or roadmap to scale your marketing operations—aren’t as straightforward. In some situations, a strong in-house leader working with a solid team is the smart approach, but in other scenarios, hiring a consulting firm makes more sense. Cost (and real cost) will be a big part of your decision making, but don’t let it be your only consideration.
CAMPAIGN EXECUTION: And if your main focus is on executing campaigns, you’re typically better off bringing in a consulting firm or agency to make it happen. Why? Because a consulting firm can easily help you execute a much higher volume of campaigns immediately, without the onboarding or training typically necessary for an in-house employee. Additionally, working with an agency means you don’t have to worry about sick days or vacation days. While your campaigns may sit idle or get behind if your in-house marketing manager is out with the flu, if you work with a consulting firm, they’ll shift resources to cover your programs’ needs. And finally, because you have an entire team of people working on your campaigns rather than all of the burden landing on an individual or two, agencies are able to optimize and implement improvements as they execute–making your campaigns faster and more efficient in the process.
Salary+ benefits +
One talented individual
A team of experts
Access to Resources
Rarely have insider access to martech providers
Often have direct relationships with martech providers
No or little experience leading organizational change
Extensive experience leading organizational change
The first thought that comes to mind when comparing an agency versus in-house resource is cost—which approach is more cost-effective? At first glance, the hourly consulting rates of martech consulting firms may make a salaried hire seem like a bargain in comparison. But let’s dive a little deeper.
Gathering listed pricing information and doing competitive research, as well as factoring in our own consulting rates, we estimate $200/hour as an average martech firm consulting rate, which works out to an average yearly salary of $400,000* a year. With the average marketing automation architect making between $145-180K and the typical market data analyst pulling in $80-185K, it’s easy to see why some senior marketers may default to in-house talent as their first choice for solving staffing shortages. But keep two things in mind when you’re comparing the pros and cons of hiring in-house versus hiring an agency:
If cost is important to you (and we’ve yet to meet a marketer for whom it isn’t!) then it’s important you consider the total overall costs associated with each approach to solving your talent shortage. The salary you pay your data scientists, marketing analysts or marketing automation specialists is one part of the equation, but there are other elements that add to the overall cost per employee, including:
And all of those little costs here and there add up. According to a Deltek survey reported in Toptal, each employee typically costs the company roughly twice (1.99 times) their base salary.
With consulting firms, the only fee you pay them is the consulting fee you agreed upon in your contract. There are no “hidden” costs that are buried in other areas of your business; just one straightforward fee that you can budget for every month, and write off as a business expense at the end of the year (though please note that I am a marketer, not a tax advisor, thank goodness!)
Another factor to consider when determining the best approach to your marketing talent needs is to understand that consulting firms bring a wide breadth of talents and experiences that a single marketing hire typically is unable to provide. Because your company is able to benefit from the expertise of an entire team of marketing consultants and not just one individual, you’re often able to overcome challenges, address issues and resolve problems much more quickly than you’d be able to if you put a single person or even two new hires onto the task.
Think about it this way: If you’re looking for a way to streamline your marketing operations and scale your marketing campaigns, and you only have $75K to spend over the next year to make it happen, which path forward is your best bet?
Clearly, both options fit within your budget, but one helps you achieve your goals more efficiently and effectively. And unlike employees who are often drawn to provide input on a number of tasks across the organization, consulting firms live, breathe and work with martech software for clients on a daily basis. They can quickly jump in and begin solving problems, adding value and providing return on your investment because they are up-to-date on every aspect of the technology they’re using.
There’s a lot to be said for getting your issue or your request the notice and attention it deserves from your martech application provider. But if your organization is like most, your product or support request is answered in the order in which it was received.
Consulting firms, however, often have direct relationships with martech providers that give them insider access to resources that aren’t available to the average user, e.g. the average marketing employee—and that insider access can make the difference in how quickly you get what you need. Additionally, consulting firms often have knowledge of which direction the martech application is heading in next and when new changes are anticipated, and can give you an informed opinion on upcoming purchase decisions and what this means for your business.
Another element marketing leaders should keep in mind when determining whether to bring in an employee or hire a consulting team is that of innovation. Someone who offers a creative approach to your organization, bringing a fresh set of eyes and a willingness to shake up the way that things have always been done for the sake of optimizing and enhancing your marketing processes has the potential to create positive change.
However, we’ve found that oftentimes consulting firms are more successful at leading this organizational change than employees. Here’s why:
Making an informed decision—hiring an employee or contracting with a consulting firm for your marketing team’s needs—will have a direct impact on your results and your business’ bottom line. Most times, consulting firms make more sense for project work and campaign initiatives. But when it comes to larger initiatives, you’ll need to choose wisely. Compare the real costs associated with each approach, and consider the enhanced skill set, innovative perspective and access to outside resources that in-house employees simply can’t provide. Then, move forward knowing that you’ve made a true apples-to-apples comparison of your options.