Gartner Research

CMO Insight: Focus on 5 Key Areas to Build and Optimize Your In-House Marketing Agency

Published: 19 December 2018

ID: G00377093

Analyst(s): Sally Witzky


CMOs must build and optimize in-house agency performance by focusing on five key areas: cultivating specific leadership priorities, hiring the right talent, executing efficient processes, establishing financial guidelines and promoting value delivered.

Table Of Contents


What You Need to Know

  • Leadership Strategy: Set Realistic Vision and Goals
  • Talent Strategy: Design Roles and Training for High Performance
  • Process Strategy: Assess and Systematize to Gain Efficiency
  • Financial Strategy: Manage the In-House Agency Like a Startup
  • Value Strategy: Solidify Client Partnerships, Promote the Work and Proven Results

What You Need to Do

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

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