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Should You Hire An Internal Marketing Person? 

This is another question we get asked all the time when speaking with managed service providers.  Some are in the middle of a growth spurt and need an extra hand to help with marketing, business development or sales administration.

Internal Marketing Person

(In my opinion, these are three very distinct roles that need to be addressed as your MSP continues to grow.)

If you decide you need a marketer on staff, first ask yourself:

“What should I look for in an internal marketing person for my managed services business?”

Quick answer: It depends.

Here’s some of the best advice I can offer you.

  1. Have they worked in the MSP trenches? There are a lot of talented marketing people out there. Many who are book smart and “talk a good game.” Guess what? You don’t want this kind of a “marketer.” Ideally, you want someone who has worked in the MSP industry – someone who knows how to “play the game” and wins. Look for an MSP marketer with a proven track record of success and practical experience, either inside or outside the MSP space. Otherwise, you can say goodbye to your bank account.
  2. Technical marketing trumps creative marketing. OK, I know that I’m going to get a lot of flack on this one. But I would rather have someone who is skilled in video editing, is a passionate writer and even more passionate about editing. Someone with skills in SEO, and who understands the technical side of social media…get my drift here? Technical marketing trumps creative marketing every day of the week.
  3. Conduct a personality test: DISC is a great tool. (Dominance (D), Influence (I), Steadiness (S), and Compliance (C)). Find out who this person is outside of what you see in the job interview process. Do they have the parts and pieces to handle this role?  What are their strengths and weaknesses? The DISC tool is a great first step.  You should DISC every one of your staff members.
  4. Do they have a personal brand? This is a golden ticket. I would hire anyone who has their own personal brand.  Personal brand equates to followers, which means influence and ultimately more potential business opportunities.  Always hire someone who brings a great personal brand to the table.

Will your internal marketing professional have difficulty working with an outsourced MSP company?

We’ve come across many marketing professionals who become combative or resistant to working with an outside marketing agency.

Why is this?

Well, … they fear the agency is going to take their job away.

This is definitely not the case. But, many MSP marketing agencies are forced to deal with this on a daily basis.

Internal marketing professionals who have something to prove may also have a need to make themselves feel like they’re the only ones their employer needs. If your internal marketing manager feels this way, it’s probably time to look for another.

MSP marketing professionals who agree to work closely with an outside MSP marketing agency, and who view the relationship as a collaborative one, consistently outperform their peers who balk at the idea.

Make sure that when you hire a marketing professional for your company that you address this. Even better, have your outsourced marketing agency interview this person first, just to make sure they are the right fit for your company.

What’s the view of your marketing manager?  This is a very legitimate concern and something that you should look into.

Stuart’s thought on this?  Hire a junior person who wants to learn.  They are cheaper, don’t come with baggage, and your outsourced marketing company can train them for you!

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