Many Australian small and medium enterprises (SMEs) grapple with the question of whether to handle their marketing strategy in-house or bring in an external strategist. It’s a common dilemma, and the right answer isn’t always straightforward. We see businesses successfully take both routes, but understanding your current situation is key to making the best decision for growth.

Essentially, it comes down to capacity, expertise, and the complexity of your marketing goals. If you’re just starting out, or your marketing needs are relatively simple – think consistent social media posting and basic website updates – doing it yourself can be a great way to learn and build momentum. However, as your business grows and your ambitions become more significant, the benefits of a dedicated strategist become clearer.

Here are a few indicators it’s time to consider hiring a marketing strategist:

• You’re lacking a clear marketing roadmap: A strategist doesn’t just *do* marketing; they define *what* marketing should be done, and why. This includes identifying your ideal customer, understanding your competitive landscape, and setting measurable objectives. Without this foundation, your efforts are likely to be scattered and inefficient.
• You’re seeing limited return on your marketing investment: If you’re spending money on marketing activities but aren’t seeing the results you expect, a strategist can analyse your current approach, identify areas for improvement, and optimise your spend. This is about more than just ‘getting more leads’ – it’s about understanding customer lifetime value and building sustainable growth.
• You’re consistently reacting instead of proactively planning: A strategist allows you to move beyond fire-fighting and develop a long-term vision for your marketing. This means anticipating market trends, identifying new opportunities, and building a resilient marketing system that can adapt to change. Thinking ahead to 2026 and beyond requires dedicated strategic focus.
• Your team is stretched too thin: Marketing requires a diverse skillset. Trying to force existing staff to cover too many areas can lead to burnout and subpar results. A strategist can fill skill gaps and free up your team to focus on their core competencies.

Ultimately, a marketing strategist brings an objective perspective, specialised knowledge, and a focus on measurable outcomes. They’re an investment in your business’s future, designed to deliver a strong return through a well-defined and effectively executed marketing plan. If you’re unsure, we recommend booking a consultation to discuss your specific needs and explore whether a strategic partnership is the right fit.