For Australian SMEs grappling with growth, the question of whether to build an in-house marketing team or engage a marketing consultancy is a critical one. It’s not simply about cost; it’s about return on investment – how much revenue will your marketing spend generate? We see businesses make both choices successfully, but understanding the nuances is key to maximising profitability.

Often, the initial appeal of an in-house team is control and deep brand understanding. However, that comes with significant upfront and ongoing costs. Salaries, superannuation, training, software subscriptions, and recruitment all add up. A consultancy, conversely, offers a more flexible cost structure, paying only for the expertise you need, when you need it. This is particularly valuable for SMEs with fluctuating marketing demands.

Here are some key areas where we consistently see differences in ROI:

• Specialist Expertise: Consultants bring focused skills – SEO, paid advertising, content strategy, marketing automation – often at a higher level than a generalist in-house hire. This translates to faster, more effective campaign execution.
• Reduced Risk: Marketing landscapes change rapidly. Consultants are constantly exposed to new trends and technologies, minimising the risk of investing in outdated strategies. An in-house team requires continuous professional development to stay current.
• Objective Perspective: It’s easy for internal teams to become ‘blind’ to their own marketing. Consultants offer an unbiased, external viewpoint, identifying opportunities and weaknesses that might be missed internally.
• Scalability: Need a rapid campaign launch? A consultancy can scale resources quickly. Building an in-house team to meet peak demand takes time and investment.

We’re not suggesting in-house teams are never the right answer. For larger SMEs with consistent, complex marketing needs, a dedicated team can be highly effective. However, many businesses find a hybrid approach – using a consultancy for specialist projects and strategic guidance, supplemented by a smaller in-house team for day-to-day execution – delivers the best balance of cost and control. As we move into 2026, this blended model will likely become even more prevalent.

Ultimately, the best path depends on your specific business goals and resources. To determine the optimal strategy for your SME, we recommend a thorough marketing audit and a clear definition of your key performance indicators. Understanding your current marketing performance is the first step towards maximising your return on investment.