This post is by Darren Woolley, Founder of TrinityP3. With his background as analytical scientist and creative problem solver, Darren brings unique insights and learnings to the marketing process. He is considered a global thought leader on agency remuneration, search and selection and relationship optimisation.
We regularly have marketers and procurement come and ask us to benchmark their agency resources. Do they have the right level of account management? Or too much strategy? Is the media trading team right? Or do they need a higher technology resource level?
We have the methodology and data to be able to accurately calculate and benchmark the level and mix of resources required to deliver the scope of work.
We can also provide the same process for the marketing communications resources within the organisation. A common issue within some marketing departments is that they have grown organically to become bloated and ineffectual, while other marketing teams suffer from not keeping pace with the growth in their work scope without a corresponding increase in their resources. Either can lead to inefficiencies and under-performance.
This is important because just as marketing has become more complex and diverse, we are particularly focused on the communication component, which can include:
- Campaign management
- Agency / Supplier Management
- Media (Traditional)
- Media (Digital)
- Advertising Production
- Customer Relationship Management
- Customer Data & Analytics
- Social Media
- Production Management
- Corporate Design
The list is extensive, but is specifically focused on the communications component of the marketing mix and excludes marketing functions such as NPD, pricing, distribution and the like.