Every company needs a precise, tailored, and focused marketing strategy to stand out and succeed.The big question faced by CEOs of small to medium-sized companies is which marketing role is best suited for their needs:
Should they choose a strategic marketing consultant, an outsourced marketing manager (CMO as a Service), or a full-time marketing manager? Each option has its advantages and disadvantages, and it's crucial to understand their differences.
External Marketing Consultant: A Fresh Perspective
An external marketing consultant brings an objective view of the business, unburdened by internal structures and politics. The consultant focuses on overall strategy, market research, competitor analysis, and the development of targeted and unique marketing plans.The major advantage of an external consultant is the flexibility to engage them without long-term commitment. They are especially suited for unique projects, new ventures, or periods requiring significant change. However, the lack of continuous involvement may create a gap between planning and execution.
Outsourced Marketing Manager: A Blend of Expertise, Process Consistency, Budget Management, and Supplier Oversight
An outsourced marketing manager is an external professional authority who joins the company’s team in a practical yet partial capacity, serving as an "on-the-ground manager" for all intents and purposes. They are more involved than a one-time consultant and lead the company's ongoing marketing activities. The advantage here lies in cost savings and flexibility – there is no need to pay a high monthly salary like for a full-time manager, but you still receive close management and full functionality. However, relying on external professionals may sometimes be less stable over time.
Range of Services Provided by an Outsourced Marketing Manager
The range of services an outsourced marketing manager can provide may vary depending on the skills, capabilities, and experience they have accumulated over the years. However, typically, most outsourced marketing managers should begin with refining and developing unique messages, creating a strategic plan and conducting competitor research, preparing sales scripts, managing digital projects such as website development, planning creative strategies, budget management, and overseeing external suppliers (digital companies, software houses, graphic designers, etc.). They are also expected to serve as the primary execution arm for all marketing documents and various presentations.
Full-Time Marketing Manager: Comprehensive Management and Deep Involvement
A full-time marketing manager is a permanent company employee who manages all marketing activities. They are involved in all aspects – from strategy, planning, and execution, making them suitable for medium to large companies that need continuous and professional marketing management. The advantage of a full-time manager is their daily presence and deep involvement in business processes. They understand the organizational culture, know how to collaborate with other internal teams, and provide quick responses to emerging challenges. However, the financial cost can be higher, especially in today's competitive job market.
Marketing Manager Salary
The salary of a marketing manager depends on several factors, such as experience, industry, scope of responsibilities, company size, and job location.
In Israel, the salary for marketing managers ranges from approximately 20,000 to 34,000 NIS per month before employer costs. In larger companies or senior roles, the salary can be even higher.
So, What Should You Choose?
The decision between an external marketing consultant, an outsourced marketing manager, or a full-time marketing manager depends on the company's size, budget, and marketing goals. Small businesses with limited budgets may benefit from an external consultant or an outsourced manager, while companies with a particularly broad scope of activities requiring regular and consistent daily management may find an advantage in hiring a full-time marketing manager.
Even for large companies, the secret to success is challenging their marketing managers by incorporating an outsourced marketing manager who can provide a fresh perspective and different thinking from the organization's usual approach.
Ultimately, the right choice is the one that best fits the company's specific needs, available budget, and long-term marketing plans.