Do you really ‘need’ an agency?

You’ve likely heard the phrase, “doing more with less” a lot in the last couple of years. With growing global economic uncertainty and marketing budgets still below pre-pandemic levels, marketing teams, and partner managers are looking for ways to reduce costs while maintaining their business-as-usual activities.

This belt-tightening could pose an issue for growing channel organizations. The need to scale versus a lack of budget is stunting growth and leaving CMOs with few options. The cost of hiring and training an entire marketing team is too much for some.

Agencies can help you to expand the capabilities of your existing in-house partner marketing team, or help out teams on a tighter budget. Or if you don’t have one, they can provide you with access to a capable and knowledgeable team of channel specialists who are ready to go on day one. Let’s take a closer look at the challenges facing channel organizations right now, and how hiring an agency could help you continue to grow your network during difficult times.

The state of partner marketing in the 2020s

For vendors that previously enjoyed a channel environment that favored them, the transfer of power over to the partners has been a bit of a shock to the system. Where a simple website and a brochure may have sufficed in the past, it’s now imperative that you use personalized marketing effectively and target the right partners to grow your network. For that, you’re going to need someone to do your to-partner marketing.

There are two options here: Build a team yourself or hire an agency to take care of it for you. Building your own team may seem like the best option at first, but you could face many more challenges than simply filling seats, such as:

– It can take months, or even years, to hire the right people
– Hiring a whole team will take a large chunk out of the overall budget
– Training further increases the time and money spent
– Attracting and retaining employees in a competitive market is costly
– It can anything from 3-12 months for new employees to settle in
– If you’re in a niche market, it may take employees longer to build knowledge

This isn’t to say that in-house teams don’t work. Many organizations build successful and highly capable in-house partner marketing teams that produce exceptional work. But often these teams are the result of decades of hiring, structuring, restructuring, and so on. If you want to start your partner marketing operations right now, there’s really only one option: an agency.

4 benefits of working with an agency

Working with an agency should be a breeze, if you find the right one. Within the often-niche world of channel marketing, there are some agencies that are equally as niche, with certain specializations that could help or hinder your relationship. So, choose wisely, and make sure you find an agency that complements your organization’s goals.

Once you’ve found the right one, you’ll realize that working with an agency comes with a number of benefits:

1. It’s cost-effective

When it comes to juggling sales and marketing responsibilities in-house, the costs can add up quickly. Hiring and training an in-house team, providing the necessary tools and resources, and waiting for them to gain the experience required can strain your budget. On the contrary, working with an agency often translates into more cost-effective annual payments. You can leverage the agency’s existing infrastructure and expertise without the overhead costs associated with hiring and training employees.

2. You get access to knowledge

Agencies like Purechannels are hubs of talent and expertise. They attract professionals who are well-versed in the intricacies of B2B technology sales and marketing. This expertise extends across various facets of the industry, from content marketing and SEO to lead generation and partner support. By collaborating with such agencies, you gain access to a wealth of knowledge and experience that would take decades to accumulate in-house.

3. It eliminates training costs and delays

Building an in-house team capable of executing effective sales and marketing strategies often requires time and significant investment in training. The learning curve can be steep, especially in niche markets, and the delay in achieving results can be frustrating. Partnering with an agency means you bypass the need for extensive training and the associated wait time. You can hit the ground running, utilizing the agency’s immediate proficiency.

4. You benefit from earned industry-specific experience

The channel is unique, with its own set of challenges and opportunities. When you work with a channel-specific agency, you are collaborating with professionals who have specific experience in your industry. As such, they understand the nuances of your market, the competitive landscape, and the unique pain points of your target audience. They tend to be up to date with the latest industry news and trends, and their industry-specific knowledge can make a significant difference to the success of your sales and marketing efforts.

Let’s work together

By partnering with an agency like Purechannels, you’re not just acquiring a service; you’re gaining a strategic partner dedicated to helping you achieve your sales and marketing goals. The benefits extend far beyond cost savings. You’re tapping into a wellspring of expertise, eliminating training costs and delays, and benefiting from professionals with a deep understanding of your industry.

So far, we’ve helped some of the world’s biggest organizations harness their partner network power and grow their network. To find out if we’re the right fit for you, get in touch.

Daren Bach

Daren Bach (FCIM)

Chief Creative & Digital Officer
The Channel Agency: Purechannels
Helping Channel Marketing teams unleash indirect revenue through creativity, digital and storySelling.