Deciding whether to bring marketing in-house is a big step for any Australian small to medium enterprise. It’s a question of timing, resources, and understanding what marketing actually *does* for your business. We see many SMEs hesitate, and that’s understandable. It’s not always the right move immediately, but it’s a conversation worth having when growth stalls or feels unpredictable.

Let’s be clear: marketing isn’t just about social media posts or pretty ads. It’s about systematically understanding your ideal customer, crafting a message that resonates, and then getting that message in front of the right people, consistently. It’s a process of testing, measuring, and refining – a growth engine, really. So, here are a few things we consider when advising businesses like yours.

• Are you consistently generating leads? If your sales pipeline is healthy and full of qualified prospects, you might not need a dedicated marketing person *yet*. However, if lead flow is erratic or drying up, that’s a strong signal.
• Do you have a clear understanding of your Customer Acquisition Cost (CAC)? Knowing how much it costs to win a new customer is fundamental. If you don’t know this, marketing can help you work it out, and then optimise to lower it. Without this metric, you’re flying blind.
• Is your brand message consistent? A disjointed brand confuses potential customers. A dedicated marketing person ensures a unified voice across all touchpoints – website, social media, email, even customer service interactions.
• Do you have the time to dedicate to strategic marketing? Many business owners are fantastic at *doing* the work, but lack the time to step back and plan the marketing strategy. This is where a dedicated resource adds significant value.

Often, businesses start with outsourcing specific tasks – content creation, social media management, or paid advertising. This is a great way to test the waters and see the impact of focused marketing efforts without the commitment of a full-time hire. As you see a return on investment, and your business grows, then bringing someone on board becomes a more strategic decision. Don’t underestimate the power of a well-defined marketing strategy to unlock growth in 2026 and beyond.

Our recommendation? Start by auditing your current marketing activities (or lack thereof). Identify the biggest bottleneck to growth. Then, explore whether outsourcing or an in-house hire is the best way to address it. A clear understanding of your current situation is the first step towards a more profitable future.