The Suppliers & Agencies You Need to Work With

As mentioned, the marketing teams of yore were grouped by function along with the agencies that supplied or supported them. Unfortunately, this meant that marketers were often the glorified Project Managers for their network of suppliers.

Today, there is less need for agencies because the majority of a brand’s marketing efforts are handled internally through the use of fast, more cost-effective technology. So where does that leave traditional agencies?

While the plethora of intuitive tools are seemingly endless, it’s impossible for one marketing team to have all the answers. This is where an agency or a gig economy professional can step in to offer support in the areas that machines fail. Their skills are often used for creative or technological support, with the latter being MarTech management and extrapolation of data insights and analytics to support an organisation’s strategy.

In addition, should an A-player in your organisation be out-of-action, an agency can quickly supply someone with the necessary experience to fill the position in the short term.

With so much changing, traditional roles have had to adapt:

Account Managers

It’s no longer about keeping clients entertained. Today, an Account Manager needs to have a deep understanding of how technology fits into a client’s marketing needs, as well as how every aspect of the strategy informs it.

Strategists

While sharp research and persona targeting are as important as ever, a modern Strategist has to ensure that their strategy can be carried across all channels in a MarTech stack.

Back End Developer

A role that demands an understanding of the marketing strategy and tools at play, and how best to incorporate them into an effective, results-driven MarTech stack for the business.

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