Marketing Services Providers: Separating the Contenders from the Pretenders
For Wisely, it made more sense to bring aboard an existing marketing expert as opposed to spending the time necessary to get a greenfield operation thriving. "If you find the right person to lead that organization, it's 24 to 36 months before you get any real traction. Then, the sales cycle is a 12 to 18 month proposition. Basically, you're now out there five years and the marketplace might blow right past you."
In the final analysis, Wisely says, it's not just about having a set of capabilities; it takes a company that can strategically weave these capabilities together in the name of a marketing plan. Early in the process, GLS realized it didn't have the mindset to think like a marketer or an agency. It needed to bring that capability in-house.
"I've seen too many company Websites where they claim to be an MSP, but it's not authentic," he says. "It's just a facade they're putting out there to say they can do creative, Websites or whatever. The integration of the marketing strategy, from beginning to end, is very fragmented and, over time, customers will sniff that out. They'll figure out you don't really have your act together." PI