Gartner Research

CMO Insight: Justify Benefits and Choose the Best Model for Building Your In-House Agency

Published: 15 November 2018

ID: G00376202

Analyst(s): Sally Witzky


Using outside agencies will always be part of the marketing ecosystem, but in-house agencies are increasingly common for today’s marketers and brands. CMOs require an efficient organization to meet ever-changing business needs. Justify your in-house agency based on six key benefits and three models.

Table Of Contents


What You Need to Know

  • Make the Case for Your In-House Agency With These Six Benefits
  • Three Operational Models Drive In-House Agency Success
    • Choose the In-House Agency Model That Best Fits Your Organization
    • Take a “Test and Learn” Approach

What You Need to Do

  • Do This First
  • Priority Actions for You
  • Priority Actions for Your Team

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