Every business has goals. It knows where it is heading, and in simple terms, that is the strategy.
But how you get there, how long it takes, how enjoyable the journey is, and what it costs along the way is what really matters. Getting that balance right has implications across the whole business, from founders and shareholders thinking about growth, earn outs and dividends, through to every member of staff considering their development, opportunities, and yes, the part we all think about but do not always say out loud… salaries and benefits. It all feeds into that underlying question of “what’s in it for me”.
At Frankly Consultants, we spend a lot of time talking to businesses that have clear ambition but are making difficult trade offs in how they access the right marketing expertise.
One of the biggest choices is how that expertise is brought into the business. Do you lean on your existing team and spread their time across multiple functions, or do you bring in people who specialise in it?
Spreading time is something we see a lot, and not just in smaller businesses. It is very common for a Head of Business Development or Operations to take on marketing alongside their core role. They already have a full time remit, and then effectively add a full time Head of Marketing role on top.
It can work, to a degree, but when you look at what really matters, the time it takes to achieve your goals and the cost involved will almost always increase.
Time is the obvious one, but cost is often misunderstood. Doing it in house feels like the cheaper option, but over the longer term it rarely is.
The phrase “buy cheap, buy twice” applies here. Without the right level of marketing expertise, supported by the right technology, processes and insight, decisions can lack impact and often need to be revisited. Campaigns are reworked, plans are adjusted, and before long months or even years have passed, with both time and money steadily adding up.
By working with Frankly Consultants, businesses are able to access senior marketing expertise from the outset, which means faster progress, better decisions and more effective use of budget across the board.
And, just as importantly, it tends to be a far more enjoyable process for everyone involved.
