What Are the Differences between Hiring a Marketing Strategy Consultant and Developing a Strategy In-House?

When it comes to crafting an effective marketing strategy, businesses often find themselves at a crossroads: should they hire a marketing strategy consultant or develop the strategy in-house? It’s an important decision that can significantly impact a company’s growth and success.

Marketing strategy

In this blog, we will explore the key differences between these two approaches, shedding light on the benefits and considerations associated with each. By understanding these distinctions, you can make an informed choice that aligns with your business objectives and resources.

Expertise and Experience

One of the most compelling reasons to hire a marketing strategy consultant is their specialised expertise and experience. Marketing professionals have a deep understanding of market trends, consumer behaviour, and effective techniques across various industries. By leveraging their knowledge, they can provide valuable insights and guidance tailored to your specific business challenges. For instance, a consultant might conduct competitor analysis, identify target audience segments, and recommend suitable marketing channels based on proven strategies employed in similar contexts.

On the other hand, developing a strategy in-house allows you to tap into your team’s firsthand knowledge of your industry, brand, and customer base. Your internal team has the advantage of being immersed in your company’s operations and culture. This familiarity can lead to strategic decisions that align closely with your brand identity and business goals. Additionally, your team members bring their unique perspectives, which can foster innovation and creativity when developing the marketing strategy. Want to know what makes a successful marketing campaign? Read our crash course in marketing blog for insights and advice.

Objectivity and Fresh Perspective

Bringing in a marketing agency introduces a fresh set of eyes and an unbiased perspective. They can offer an objective assessment of your business, identify areas of improvement, and challenge existing assumptions. This external viewpoint can be instrumental in uncovering untapped opportunities or highlighting blind spots that may have been overlooked internally. By pushing the boundaries of conventional thinking, a consultant can help your business break free from stagnation and drive meaningful change.

In comparison, developing a strategy in-house allows your team to build upon their existing knowledge and insights. They possess an intimate understanding of your company’s history, culture, and values, which can guide the strategy development process. Internal collaboration can foster a sense of ownership and commitment, as your team members contribute their expertise and work together towards a shared vision.

Cost and Resource Considerations

Cost is a significant factor to consider when deciding between hiring a marketing strategy consultant and developing a strategy in-house. Consultants typically charge fees based on their expertise and time invested, which can vary depending on the scope and duration of the project. While this can be a substantial investment, it allows you to access specialised knowledge and skills without committing to long-term expenses.

Developing a strategy in-house can be a more cost-effective option since you’re utilising existing resources. However, it’s important to assess whether your team has the necessary expertise and bandwidth to handle the strategic planning process effectively. Additionally, dedicating internal resources to strategy development may divert attention from other critical business functions, so it’s important to strike a balance and allocate resources wisely.


Choosing between hiring a marketing strategy consultant and developing a strategy in-house depends on various factors, including expertise, objectivity, resource availability, and budget considerations. Consultants bring valuable external insights, specialised expertise, and fresh perspectives, while an in-house approach leverages internal knowledge, fosters collaboration, and aligns closely with your brand identity.

Ultimately, the decision should be based on your specific business needs and circumstances. Consider the advantages and trade-offs of each option to make an informed choice that propels your business forward in the dynamic world of marketing.

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