What the Marketing Department of the Future Looks Like

Marketing’s core mission is to connect with key customers where they are and deliver targeted messages about products and services that are relevant, timely and compelling. However, as technology advances and customers are browsing the web, interacting on social media, viewing videos on small screens and relying on technology to enhance their lives, marketing needs to be there, too. For most mid- and small-sized businesses, staying current and relevant in an industry is enough of a challenge. Responding to additional changes in marketing can overwhelm even the most tightly run organizations. It’s time to borrow a concept from IT and use Managed Marketing as a Service (MMaaS) to stay agile and adapt to the latest marketing trends.

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It’s time to borrow a concept from IT and use Managed Marketing as a Service (MMaaS) #marketing

New marketing solutions follow the IT model

managed IT service delivers a collection of benefits to its clients. An outsourced solution ends the break-fix model of calling in an IT service to bring a system or functionality back online. You’ve likely worked in an office that outsourced its IT – where systems and equipment were maintained externally and system issues were monitored to prevent costly repairs and downtime. Agile businesses rely on this model to keep their technology up and running and to update their equipment and functionality. Outsourcing this work allows the business to have access to a team of experts when their business’s budget and size wouldn’t allow them to have these experts on the full-time payroll.

Marketing has become a multi-niched industry and thus can follow this same modeled approach.

The Value of MMaaS

This is a boon for small- and mid-sized businesses, who can benefit by taking advantage of this outsourcing model called MMaaS. Like its IT cousin, MMaaS gives businesses access to a highly skilled team without the expense of these experts’ annual salaries.

The benefits of an MMaaS service are:

  • Access to first-class marketing talent that’s experienced in the latest digital trends, campaign techniques and technologies.
  • A better marketing ROI that includes an increase in marketing effectiveness and a reduction in payroll and overhead expenses.
  • Increased access to media equipment and technology to produce sophisticated marketing campaigns.
  • Marketing scalability so a business can respond to market and revenue fluctuations without reducing personnel.

Brands may still complete some marketing efforts in-house, but time-consuming projects or those that require specialist training or sky high software expenses can be outsourced, freeing up business leaders to explore methods, platforms, venues and audiences to gauge a project’s long-term effectiveness. The flexibility MMaaS provides ensures profitability, while reaching customers in new ways.

Effective Marketing Outsourcing to Accommodate Businesses’ Needs

Many teams hold a misconception that outsourcing is a sign of weakness or even laziness. On the contrary — marketing team diversity provides a competitive edge over organizations who hire one or two people to perform all marketing functions. Consider your current limitations like your team’s access to workflow software. Are you satisfied with the tools your company uses for campaign management, marketing automation, web analytics and standard CRM? Pricing for Salesforce Marketing Cloud starts at $400 per month for email, mobile, and web marketing and Social Studio is even more at  $1,000 per month.

I’m an advocate for MMaaS as a turn-key solution that frees up a brand’s time and capital to focus on the core mission: providing their customers with high-quality goods and services.

Picking a Marketing Agency

Just as your business evaluates purchases and new hires, so too should your business have a process for selecting MMaaS for outsourced work. Check the agency’s references with a call to previous clients. Ask them about their experiences, how easy it was to work with the agency and how committed the agency is to timely delivery.

Ask your agency contact about their processes. Verify that their workflows are intuitive and that they fit well with how your business operates. Request the agency provide you with samples of their work. View their blog to see if the agency blogs regularly with engaging, useful posts.

Ask yourself these questions: Does the agency understand what you want, are they capable of the work and are they a good fit for your company culture? Answer yes to these questions and you can feel good about contracting with them for your outsourced marketing work.

Build Your Business with Managed Marketing Solutions

As you continue to grow your business, your focus should be on continuously improving your product or service; as well as hiring the right people. The time you spend outside your brand’s core mission takes away from your core mission, making it a wise decision to leverage the power and flexibility of MMaaS.

Want to learn more about how your organization can leverage MMaaS or Marketing Solutions? Contact us here

J.C. GrangerWhat the Marketing Department of the Future Looks Like
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