The Power of Internal Teams: How Building the Right Marketing Team Fuels Success in Tech and Supply Chain

In the rapidly evolving supply chain technology landscape, where innovation and adaptability are crucial, the strength of a company’s marketing strategy often boils down to one key factor: the effectiveness of its internal team. My journey of growing up in a team environment and building my own group of insanely smart marketers has been instrumental in driving the success of ProShip, a leading multi-carrier shipping software platform. Due to this, I strongly believe that the benefits of fostering an internal marketing team, especially in this dynamic industry, are profound and multifaceted.

Learning from a Collaborative Environment

From a young age, I was immersed in environments that thrived on teamwork. Whether it was participating in team sports or collaborating on academic projects, I learned the importance of working together towards a common goal. These early experiences instilled in me a deep appreciation for the synergy that a well-coordinated team can achieve.

As I ventured into the world of business, these lessons became the cornerstone of my leadership approach. When I was passed the torch to truly own ProShip’s marketing efforts, I was determined to build a team that mirrored the collaborative spirit I’ve always valued. Too often, I see companies choose to outsource their marketing efforts to agencies and faulter from mediocre messaging, mismatched branding, and subpar content, effectively wasting time, efforts, and budgetary resources.

This commitment to fostering a strong internal team has been a defining factor in ProShip’s success, particularly in the supply chain tech sector, where the market’s pace and complexity requires an agile approach.

The Value of Internal Knowledge

One of the primary advantages of an in-house marketing team is the depth of product and branding knowledge it brings as campaigns and other projects are executed and mature. Unlike external agencies that juggle multiple clients and campaigns, an internal team is deeply immersed in your company’s ethos. This intimate understanding allows for more informed and nuanced marketing strategies.

For instance, in the supply chain industry, where product details and technological advancements are intricate, having a team that lives and breathes these elements thoroughly means that marketing campaigns can be heavily targeted and effective.

Cohesion and Agility

Building an internal marketing team offers unmatched cohesion and agility. In-house teams are better positioned to respond quickly to changes in the market or shifts in company strategy. This agility is crucial in today’s fast-paced environment, where the competitive landscape can change overnight.

When the team is internal, there is a streamlined process for communication and decision-making. For example, if a new tech innovation or supply chain disruption occurs, an internal marketing team can quickly adapt the marketing strategy without the delays that often accompany external agency interactions. This rapid response capability not only enhances the effectiveness of marketing initiatives but also ensures that campaigns remain relevant and timely.

Cost Efficiency

While agencies offer a range of services, they come with a cost that often includes overheads and markups. While I’ve had some decent agency experiences, many of them were plagued by concept misreads and lackluster projects that never really “got it right”, leading to numerous back and forth, timeline delays, and expanded costs. Building an internal team can be more cost-effective in the long term. By investing in internal talent, you avoid these additional expenses and can allocate resources that play into your strategic vision.

Additionally, internal teams can offer more flexibility in resource management. They can be scaled up or down based on the company’s needs without the need for lengthy negotiations or contract adjustments. This flexibility is especially beneficial for tech companies that may experience fluctuating demands or project scopes.

Fostering Innovation and Collaboration

An internal team creates a culture of continuous learning and collaboration. Within a cohesive team, members share insights and ideas freely, which fosters innovation. This environment encourages creative problem-solving and allows for the development of cutting-edge marketing strategies that can set your company apart from competitors.

At ProShip, for example, the collaborative nature of our team has led to numerous successful campaigns that might not have emerged from a more segmented or externally managed approach. The synergy within the team drives collective brainstorming sessions, where diverse perspectives contribute to our overall strategic vision.

Strategic Alignment

An internal team ensures strategic alignment from planning through execution to review. With a shared understanding of the company’s goals and values, internal marketers can craft and implement strategies that are consistent with the company’s broader objectives. This alignment is crucial for maintaining a unified brand message and achieving long-term marketing success.

For tech and supply chain companies, where strategic shifts can be frequent and impactful, having an internal team that is aligned with the company’s vision and can collaborate with other internal departments, such as Research & Development and Support teams, allows for seamless integration of marketing efforts with overall business goals. This unity enhances the effectiveness of marketing campaigns and contributes to a more cohesive brand presence.

Building a Resilient Team

Beyond the immediate advantages, building a resilient internal marketing team also contributes to long-term success. A team that grows and evolves together develops a strong sense of loyalty and commitment. This resilience is particularly valuable in industries like tech and supply chain, where navigating challenges and seizing opportunities requires a dedicated and adaptable workforce.

Reflecting on my own journey, I see how the lessons learned from collaborative environments have shaped our approach to team-building. The commitment to nurturing an internal team has not only driven our marketing success but also fostered a culture of collaboration and innovation that permeates every aspect of our business.

For tech and supply chain businesses navigating the complexities of the post-COVID landscape, the strategic decision to invest in a strong internal marketing team can be transformative. The benefits-ranging from enhanced product knowledge and strategic alignment to cost efficiency and agility-are significant.

Building and nurturing an internal team has been central to our success, and I firmly believe that it is a key driver of sustained excellence in today’s competitive parcel shipping technology market. This strategic approach has led to the ProShip marketing team never missing a pipeline KPI.

So, here’s my challenge to you. Don’t always believe that going with an agency is your only option. Don’t be fooled by what some suggest as a “resource saver” or an “extension to your team”. Although some agencies are wonderful at what they do, from experience they pale in comparison to having an embedded group.

Convinced? Next step? Don’t be afraid to hire those smarter than you. As General Electric CEO, Jack Welch, said, “If you’re the smartest person I the room, you’re in the wrong room.”