Gartner Research

Survey Analysis: Marketers Build Hybrid Teams Combining In-House and External Talent

Published: 30 August 2016

ID: G00308867

Analyst(s): Anna Maria Virzi , Christopher Ross


Marketing leaders own an increasingly ambitious and rapidly evolving set of business and customer requirements. Comprehensive, foundational and innovative marketing capabilities typically take an integrated strategy that blends in-house and external marketing service partner capabilities.

Table Of Contents

Survey Objective

Data Insights

  • Fifty-Two Percent of Marketers Operate in an Agency-Centric Model Where Agencies Are the Primary Resource for Execution of Marketing Programs
  • Marketers Give Slightly More Work to Full-Service Agencies Than Specialized Agencies
  • Sixty-Seven Percent of Marketers Say Their Ideal Operating Model Calls for Only Relying on an Agency or Third Party to Fill the Gaps, or to Never or Rarely Use Either
  • Forty-Three Percent of Marketers Plan to Increase Their Use of Marketing Agencies and Other Third Parties, Exposing a Gap Between a Marketer's Ideal Operating Model and the Reality of Hiring and Retaining Talent
  • Marketers Perceive That Agencies Deliver Higher Quality Work and Employ Talent With Better Skills Than In-House Employees
  • Methodology
  • Definitions

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