Marketing is increasingly complex. Gone are the days when a business could hire one jack-or-jill-of-all-trades marketer and expect to achieve excellent ROI across the full spectrum of marketing activities.
To execute and grow a business with precision now requires a breadth and depth of expertise and best practice that one individual will find difficult to deliver. For this reason, large organisations who can accommodate a bigger marketing team with multiple hires have held a competitive advantage. Until now.
With the growth of the Gig Economy, freelance workers and the reassessment of work/life balance triggered by Covid-19, that same competitive advantage can now be gained by medium-sized businesses by leveraging a Marketing Stack. An agile resourcing model, a Marketing Stack can scale up or down with your company’s growth, without fixed overhead commitments or skill restrictions.
While the term may be new to you, a Marketing Stack is comparable to a Tech Stack in that it is the combination of frameworks, technologies and solutions selected for your business based on your business priorities that you can scale as you go. In the same way, a Marketing Stack tailors a fit-for-purpose marketing function to your business needs and adjusts as those needs change. In applying a Marketing Stack you’re aligning a right time, right fit integration of marketing specialists with the right breadth and depth of marketing skills needed to deliver best practice in every deliverable at each phase of your marketing plan.
So, what are the benefits of many versus one?
De-risk the hiring process
Hiring new employees is a major undertaking and commitment, of both your time and money. With such an expansive breadth of marketing disciplines that could be used, many businesses struggle to understand or identify the skill sets their marketer needs to bring to the table to deliver to their business goals at each stage of growth. With a Marketing Stack you avoid the potential for marketing mis-hires by applying the right skills, at the right time, in the right place to deliver results based on your marketing strategy at any one time. Consistently.
Team of experts for the cost of a single marketing hire
Businesses with a single marketer often end up accruing additional costs, and not just financial ones. Because a single marketer can not be an expert in all facets of marketing, many businesses end up outsourcing tasks to on-demand agencies at a higher rate. Or your marketer ‘has a go’ at something they haven’t done before (with the best intentions) and you end up with lower level outputs that either don’t work or, at worst, damage your brand. The Marketing Stack model offers a cost-effective alternative, providing the option to utilise a broader team of experts each at a fraction of the cost and commitment of individual hires. If across a week you need 20 hours of PR, 10 hours of web optimisation, six of video editing and four of graphic design, a Marketing Stack permits you to hire a team of four people who specialise in those fields vs one internal hire who has to brief PR and web to external contractors or agencies.
Turn the tap on and off as you need it
Businesses with an individual marketer often face workload consistency challenges. Growth and degrowth is not a smooth curve of resource, there will be periods of growth where you need 150% of that person’s time, but equally periods where you don’t have quite enough work for a FTE marketer. Working with a Marketing Stack provider allows marketing specialists to easily dovetail in and out as required, enabling resources to be dialled up or down to fit the focus and help your business pull different growth levers as and when needed.
Is technology moving faster than your marketing?
Technology is revolutionising marketing and, as a result, almost every aspect of marketing is rapidly changing. Companies with individual marketers will struggle to stay across the complex evolutions happening in every marketing channel. With specialists working across the full breadth and depth of the marketing ecosystem, the Marketing Stack model provides access to the latest marketing innovations and the team who can leverage those trends and research to drive results for your business.
While still a relatively new marketing resource model, a Marketing Stack provides scaling medium-sized organisations affordable, agile access to a range of expertise that would otherwise be unaffordable. And those who are leveraging a Marketing Stack for their business can’t sing its praises loudly enough.
Objective is a Marketing Stack provider
Objective offers high-growth, medium-sized businesses, with aspirations to become purpose-driven market leaders in their category, the competitive advantage of a full marketing department via our Marketing Stack.
We have depth and breadth of expertise in each area of the marketing ecosystem, from strategy to implementation and analytics. Keeping your team fluid, we custom assemble the right combination of experienced, results-oriented, naturally inquisitive marketers and comprehensive services to ensure the strongest ROI for your business.
If you want more confidence that you have the right people, capable of the right marketing work, at the right time to deliver your businesses’ goals, get in touch.