Companies are looking to save a buck (or 100,000) these days any way they can. In-sourcing creative services has long been a popular approach to move costs around on the expense side of things. After all, utilizing creative folks that your firm already has on the payroll seems like a good idea from a budget standpoint. Internal creative services departments act alternately as a boon or bane to marketing managers in large organizations everywhere.

It’s great to have someone right down the hall to make your “I-need-this-yesterday” layout edits, yet this group is by definition “inside the box” of your company’s thinking. So when does it make sense to hire an agency?

1. Large Upside Potential

Are you working on a project that could result in a significant increase in your business? Is there a direct marketing element to what you are doing that can be measured and justified? If you answer “yes” to either of those questions, it will likely make sense to hire (some or all of) it out. Agencies understand ROI and will counsel you on ways to maximize the results of your efforts.

2. New Product or Service

If you are launching a new product or service, you will benefit from help with positioning. Smart marketing people outside of your company (i.e. an agency) can lend perspective to your marketing approach. They will enlighten how it fits in with existing and competitive products or services. This could mean the difference between successful market entry and, well, not.

3. Specialization or Technical Needs

Whenever you stress the limits of your internal capabilities or want to try a new approach, seek external resources. Using an expert in a certain area (i.e. direct marketing, internet site usability, social media, etc.) will be worth what you spend. Examples: Your internal IT people aren’t wired for marketing discussions -or- Your boss wants to vet a social media strategy -or- You simply cannot complete all the work at hand. It’s time to call for help.

There are literally hundreds of specialist agencies available to serve corporate clients in any given area of marketing. The best firms will say “no” to requests that do not suit their expertise. Some will take on work and outsource all or part of the projects. It’s a good idea to interview potential agencies in person or by phone and discuss your needs. Find out whether work is done by staff or freelancers and who your key contacts will be. See what kind of questions the agency asks you, too.