How has the pandemic affected the shape of marketing teams? According to the 2021 State of In-Housing report from BannerFlow, it’s pretty much an even split in terms of how marketing teams shape up coming out of 2020.
About 36% of teams are at a full digital competency model, or a marketing team with full digital ability with no regular external support needed. Around 33% have a marketing team assisted by specialized external agencies, and 30% have a hybrid marketing model: separate in-house agency set apart from the marketing team, with occasional contract work with other agencies.
Deciding what to in-house and what to keep with third-party marketing agencies isn’t always a decision guided by creative or inspirational juices, of course: 38% of those that had to decrease their headcount by up to five people also significantly decreased their agency spend since the pandemic, with both the in-house team and agency taking a hit, according to Bannerflow data.
So, there’s the money factor. All told the report states that 32% of in-house teams have increased by one to two marketers, 32% increased by three to five marketers, 18% stayed the same, 16% decreased by one to two marketers and 2% decreased by three to five marketers.
In-House Marketing: Not “If” but When
Here’s what we definitely know: the way marketers work matters. Adobe spent $1.5 billion on software that supports it last fall. So marketers face the question of how to run their teams…