<div class="gn-article"><div class="gn-hero gn-reveal"> <div class="gn-hero__image"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/689cd35275fecf0c2e5ca712_669500f4019186e8582b602d_Upping%20the%20investment%20(1).png" alt=""></div> <div class="gn-hero__head"> <span class="gn-kicker"><span class="dot"></span>Growth</span> <h1 class="gn-title">Upping the Investment - How to Get Buy-in for Marketing Agency Support from your C-suite</h1> <div class="gn-meta"> <strong>The GO Network</strong> <span class="pip"></span> <span>1 August 2024</span> <span class="pip"></span> <span>7 min read</span> </div> </div> </div> <div class="gn-body"> <p class="gn-lede gn-reveal">Day by day, marketers are getting access to ever more tools that can demonstrate the ROI from their investment - but when it comes to <strong>C-level approval of new budget for marketing</strong>, it still feels like an uphill climb.</p> <p class="gn-reveal">In this month's editorial, we asked our network of agency leaders to share their thoughts on how in-house teams looking to free up budget for external support can <strong>successfully gain approval from the top decision-makers</strong> in their business, and the role agencies can play when it comes to demonstrating the return on this investment.</p> <p class="gn-reveal"><em>Take a look at our calendar of </em><a href="https://www.thegonetwork.com/events" target="_blank"><strong><em>free virtual strategy workshops</em></strong></a><em>, designed to tackle the key challenges facing in-house marketing leaders</em></p> <h2 class="gn-reveal"><span class="num">01</span>How to gain budget approval for external marketing support, and the role agencies can play in showing the value of this investment</h2> <h3 class="gn-reveal">Selecting an agency that understands your business, and has an understanding of business overall, is imperative.</h3> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img alt="Chloe Humphreys, Digital Marketing Manager, Red Cow Media" src="https://cdn.prod.website-files.com/687a235da6861294eec73166/689cd35ed4d5eb107aed70bf_66aa1ba89398df843f873a66_66aa18b1ce224b68476be665_ChloeH%252520-%252520Article_.png" width="auto" height="auto" loading="lazy"></div> <figcaption><a href="https://www.linkedin.com/in/chloe-humphreys-690abb158/" target="_blank"><strong>Chloe Humphreys</strong></a>, Digital Marketing Manager, <a href="https://www.redcowmedia.co.uk/" target="_blank"><strong>Red Cow Media</strong></a></figcaption> </figure> <p class="gn-reveal">Having <strong>agency expertise and up-to-date knowledge</strong> is something many in-house marketers long for, but from our client-side experience we know it can be difficult to get board executives to buy into external expertise.</p> <p class="gn-reveal">To make this easier, <strong>ensure proposals are tied to actual business goals</strong>. Selecting an agency that understands your business, and has an understanding of business overall, is imperative.</p> <p class="gn-reveal">Having marketing expertise is great, but missing the point of investing in marketing is the <strong>differentiator</strong> between an agency who will deliver against business objectives the board will use to gauge performance, and one who won't.</p> <p class="gn-reveal"><strong>Vanity metrics mean nothing if businesses aren't seeing the impact</strong>, so leaning into an agency that can help you effectively communicate this using business centric information and data driven projections from the outset will make the lives of in-house marketers easier, both in terms of budget sign off, and throughout the campaigns themselves.</p> <div class="gn-divider gn-reveal" aria-hidden="true"></div> <h3 class="gn-reveal">Talk in their language, leverage the metrics that matter most to them.</h3> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img alt="Kate Fitzgerald, Business Development Manager, Assisted" src="https://cdn.prod.website-files.com/687a235da6861294eec73166/689cd35ed4d5eb107aed70c2_66aa1ba89398df843f873a63_66aa18e98db66027bd42e26e_KateF%252520-%252520Article_.png" width="auto" height="auto" loading="lazy"></div> <figcaption><a href="https://www.linkedin.com/in/katefitzgerald30/" target="_blank"><strong>Kate Fitzgerald</strong></a>, Business Development Manager, <a href="https://www.assisted.co.uk/" target="_blank"><strong>Assisted</strong></a></figcaption> </figure> <p class="gn-reveal"><strong>Aligning with the priorities of the C-Suite</strong>. It's important for in-house marketers to know and communicate how this will contribute to achieving business goals.</p> <p class="gn-reveal">Use data to your advantage, provide a cost-benefit analysis, result forecast and return on investment calculation; based on data, previous learnings and successes.</p> <p class="gn-reveal">Talk in their language, <strong>leverage the metrics that matter most to them</strong>. They probably won't care so much for the number of impressions; but if previous data tells us that a certain number of impressions translates into sales, or increased market share - do the calculations.</p> <p class="gn-reveal">Agencies, listen to your customer, <strong>understand their business</strong>, <strong>their goals and the priorities of their C-Suite</strong>.</p> <p class="gn-reveal">Utilise available tools, like <strong>Google</strong>'s Keyword Planner, <strong>SEMRush</strong>; alongside the customer's analytics; to help create the documents that will aid conversations - and share examples.</p> <p class="gn-reveal">We have shared goals. As an agency, <strong>your success is our success</strong>, the journey should be collaborative.</p> <p class="gn-reveal">View our Round-up: <a href="https://www.thegonetwork.com/news/round-up-5-ways-to-get-more-from-your-marketing-data" target="_blank"><strong><em>5 Ways to Get More from your Marketing Data</em></strong></a></p> <div class="gn-divider gn-reveal" aria-hidden="true"></div> <h3 class="gn-reveal">We often offer a pilot trial project - a single test that the board can judge. We will always ensure that the business goals are achieved and reported during the trial.</h3> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img alt="Kath Darlington, CEO, The Scott Partnership" src="https://cdn.prod.website-files.com/687a235da6861294eec73166/689cd35ed4d5eb107aed70cf_66aa1ba89398df843f873a6d_66aa1a4170a04d09360ffca2_KathD%252520-%252520Article_.png" width="auto" height="auto" loading="lazy"></div> <figcaption><a href="https://www.linkedin.com/in/kathdarlington/" target="_blank"><strong>Kath Darlington</strong></a>, CEO, <a href="https://www.scottpr.com/" target="_blank"><strong>The Scott Partnership</strong></a></figcaption> </figure> <p class="gn-reveal">We are regularly brought in by organisations who do not contract external support. The first step is to <strong>have an advocate who can present the benefits</strong> <strong>of using an agency</strong> to the board.</p> <p class="gn-reveal">Often this is based on a pros &amp; cons analysis, considering <strong>cost versus results,</strong> additional resource and what they can deliver over and above the in-house team.</p> <p class="gn-reveal">We often offer a pilot trial project - <strong>a single test that the board can judge</strong>. We will always ensure that the business goals are achieved and reported during the trial.</p> <p class="gn-reveal">The payback is worthwhile. We have just been appointed by a client organisation with whom we started this process 10 years ago! When a good agency sees a genuine fit and synergy, <strong>they should go out of their way to invest in you</strong>, knowing that they will be well placed to support the business in future.</p> <div class="gn-divider gn-reveal" aria-hidden="true"></div> <h3 class="gn-reveal">The best way by far to get approval for external support budget is to <strong>speak the commercial language</strong>, <strong>not the marketing language</strong>.</h3> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img alt="Charlotte Graham-Cumming, CEO, Ice Blue Sky" src="https://cdn.prod.website-files.com/687a235da6861294eec73166/689cd35ed4d5eb107aed70c6_66aa1ba89398df843f873a90_66aa1a968d3001d5b5c19034_CharlotteGC%252520-%252520Article_.png" width="auto" height="auto" loading="lazy"></div> <figcaption><a href="https://www.linkedin.com/in/charlottegc/" target="_blank"><strong>Charlotte Graham-Cumming</strong></a>, CEO, <a href="https://www.icebluesky.com/" target="_blank"><strong>Ice Blue Sky</strong></a></figcaption> </figure> <aside class="gn-quote gn-reveal"><q>The best way by far to get approval for external support budget is to speak the commercial language, not the marketing language.</q><cite>Charlotte Graham-Cumming · CEO, Ice Blue Sky</cite></aside> <p class="gn-reveal">That means couching your argument in commercial terms, which for outsourcing should mean: it will deliver more pipeline and revenue, and/or it will deliver pipeline and revenue faster than it would if we didn't outsource.</p> <p class="gn-reveal">That's it - agency and marketer need to <strong>work together to make this argument</strong>.</p> <p class="gn-reveal">Read: <a href="https://www.thegonetwork.com/news/in-housing-outsourcing-and-ai---optimising-your-content-production-with-new-tech" target="_blank"><strong><em>In-housing, Outsourcing, and AI - Optimising your Content Production with New Tech</em></strong></a></p> <div class="gn-divider gn-reveal" aria-hidden="true"></div> <h3 class="gn-reveal">I would highlight how external expertise can address skill gaps, bring innovative perspectives, and enhance efficiency.</h3> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img alt="John Ward, Business Development Director, 26PMX" src="https://cdn.prod.website-files.com/687a235da6861294eec73166/689cd35ed4d5eb107aed70cc_66aa1ba89398df843f873a6a_66aa1ac233cd7ea93dba0677_JohnW%252520-%252520Article_.png" width="auto" height="auto" loading="lazy"></div> <figcaption><a href="https://www.linkedin.com/in/john-w-20690160/" target="_blank"><strong>John Ward</strong></a>, Business Development Director, <a href="https://26pmx.com/services/" target="_blank"><strong>26PMX</strong></a></figcaption> </figure> <p class="gn-reveal">When seeking budget approval from the board for external digital marketing support, I would emphasize the <strong>performance benefits</strong>, <strong>value add and returns</strong> a digital agency can bring.</p> <p class="gn-reveal">I would highlight how external expertise can address skill gaps, bring innovative perspectives, and enhance efficiency, ultimately driving <strong>superior campaign performance</strong> <strong>and revenue growth</strong>.</p> <p class="gn-reveal">I would focus on data-driven arguments, showcasing case studies from the perspective agencies and metrics that demonstrate the success of similar external collaborations.</p> <p class="gn-reveal">As an agency, we provide detailed proposals with clear KPIs and measurable outcomes; offering programmes of change or phased engagements that help <strong>demonstrate quick wins and build trust</strong>.</p> <p class="gn-reveal">Additionally, we support in-house teams with robust reporting tools and regular updates, <strong>ensuring transparency and illustrating progress</strong>. It's important to align our efforts quickly with the company's strategic goals and deliver tangible performance improvements around profit.</p> <p class="gn-reveal">Discover: <a href="https://www.thegonetwork.com/news/7-ways-to-get-genuine-stakeholder-buy-in-for-your-marketing-strategy" target="_blank"><strong><em>7 Ways to Get Genuine Stakeholder Buy-in for your Marketing Strategy</em></strong></a></p> <div class="gn-divider gn-reveal" aria-hidden="true"></div> <h3 class="gn-reveal">Emphasize that engaging with an agency is an investment in growth or impact, not merely a budgetary expense.</h3> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img alt="Becky Holland, CEO, BH&P" src="https://cdn.prod.website-files.com/687a235da6861294eec73166/689cd35ed4d5eb107aed70d5_66aa1ba89398df843f873a35_66aa1af82591fc7b16868727_BeckyH%252520-%252520Article_.png" width="auto" height="auto" loading="lazy"></div> <figcaption><a href="https://www.linkedin.com/in/rebeccaholland/" target="_blank"><strong>Becky Holland</strong></a>, CEO, <a href="https://www.bhandp.com/" target="_blank"><strong>BH&amp;P</strong></a></figcaption> </figure> <p class="gn-reveal">When seeking board approval for external support, in-house teams should keep these three key points in mind:</p> <aside class="gn-callout gn-reveal"> <div class="gn-callout__label">What this means for you</div> <h4>Three key points for securing board approval.</h4> <ul> <li><strong>Understand Leadership's Priorities.</strong> Adopt the adage, 'The most important thing you can do to make someone interested in you is to be interested in them.' Listen closely to the leadership team's goals and challenges, and align your proposal to address their specific needs and objectives.</li> <li><strong>Frame as an Investment, Not a Cost.</strong> Emphasize that engaging with an agency is an investment in growth or impact, not merely a budgetary expense. Highlight the potential return on investment by providing proof points or case studies from the agency.</li> <li><strong>Leverage the Agency's Expertise.</strong> Invite the agency to assist in crafting the strategy or writing the brief. Their involvement in presenting the proposal can add credibility and support your internal advocacy efforts.</li> </ul> </aside> <div class="gn-divider gn-reveal" aria-hidden="true"></div> <h3 class="gn-reveal">The strongest independent agencies will <strong>act as an extension of your in-house team</strong>, saving you valuable resource, and providing you with industry-leading expertise.</h3> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img alt="Beckii Flint, Director and Co-Founder, Pepper Agency" src="https://cdn.prod.website-files.com/687a235da6861294eec73166/689cd35ed4d5eb107aed70c9_66aa1ba89398df843f873a57_66aa1b43e08ddf4baea71710_BeckiiF%252520-%252520Article_.png" width="auto" height="auto" loading="lazy"></div> <figcaption><a href="https://www.linkedin.com/in/beckiiflint/" target="_blank"><strong>Beckii Flint</strong></a>, Director and Co-Founder, <a href="https://www.pepperagency.com/" target="_blank"><strong>Pepper Agency</strong></a></figcaption> </figure> <p class="gn-reveal"><strong>An agile independent agency will be adaptable</strong> - they'll be able to provide you with a range of investments and consequential payoffs, allowing you to share the scale of opportunity with your stakeholders for the resulting buy-in, rather than an all-or-nothing approach, which can be intimidating especially for new ventures.</p> <p class="gn-reveal">To demonstrate ROI, your most important questions for any agency should be of measurement - how do they plug in with your in-house metrics to <strong>save you time and add value</strong> to your own insights? Will they be providing mid-campaign check-ins to allow room for optimisation?</p> <p class="gn-reveal">Providing you with a <strong>thorough analysis</strong> of the campaign's performance will in turn allow you to evaluate the economics of the campaign against your other marketing channels.</p> <p class="gn-reveal">Overall, the strongest independent agencies will <strong>act as an extension of your in-house team</strong>, saving you valuable resource, and providing you with industry-leading expertise, upweighting your ability to deliver against all marketing channels and objectives.</p> <div class="gn-divider gn-reveal" aria-hidden="true"></div> <h3 class="gn-reveal">Agencies are very experienced in demonstrating a return on marketing spend but it's difficult to do well in isolation. <strong>A joined-up approach works best every time</strong>.</h3> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img alt="Rob Shaw, CEO, HUB" src="https://cdn.prod.website-files.com/687a235da6861294eec73166/689cd35ed4d5eb107aed70d2_66aa1ba89398df843f873a40_66aa1b6f56a636b59a8d7375_RobS-%252520Article_.png" width="auto" height="auto" loading="lazy"></div> <figcaption><a href="https://www.linkedin.com/in/robertbshaw/" target="_blank"><strong>Rob Shaw</strong></a>, CEO, <a href="https://thisishub.com/" target="_blank"><strong>HUB</strong></a></figcaption> </figure> <p class="gn-reveal">Over the years, I've had the opportunity to work with and support a broad range of successful client-side marketers in justifying and securing the necessary budgets to achieve the <strong>best possible ROI</strong>.</p> <p class="gn-reveal">Companies and personalities vary - as does the budget approval process - but, in my experience, the common theme for success is when Marketing Directors are <strong>open and transparent</strong> with their agency (or potential agency) about what they are trying to achieve and being open to input from the agency when building a business case or justification.</p> <p class="gn-reveal">Too often, clients are reticent to <strong>discuss budgets at an early stage</strong> with their agency as they believe that the agency will simply push as hard as they can to secure the absolute maximum available.</p> <p class="gn-reveal">In reality, agencies are very experienced in demonstrating a return on marketing spend but it's difficult to do well in isolation. <strong>A joined-up approach works best every time</strong>.</p> <p class="gn-reveal"><em>If you're seeking external support to bolster your marketing strategy, make sure you're getting the most out of your investment. The GO Network offer cost-free advice on best-practise, provide independent agency recommendations, pitch management, and more - </em><a href="https://www.thegonetwork.com/get-in-touch" target="_blank"><strong><em>get in touch</em></strong></a><em> to get started.</em></p> </div></div> <aside class="gn-related gn-reveal" data-auto="related-reading"> <div class="gn-related__label">Related reading</div> <ul class="gn-related__list"> <li class="gn-related__item"> <a href="/articles/round-up-in-house-agency-or-freelance---getting-the-best-from-your-marketing-budget" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">Round-up: In-house, Agency, or Freelance – Getting the best from your marketing budget</span> <span class="gn-related__excerpt">Senior brand leaders share when to review your marketing resource mix and how to extract maximum value from agency, freelance, and in-house </span> </a> </li> <li class="gn-related__item"> <a href="/articles/dodging-the-drift-how-marketers-can-manage-successful-web-build-projects" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">Dodging the Drift - How Marketers Can Manage Successful Web Build Projects</span> <span class="gn-related__excerpt">Agency leaders share the blockers, planning priorities, and external support strategies that keep web build projects on time and on budget.</span> </a> </li> <li class="gn-related__item"> <a href="/articles/roi-101-driving-buy-in-for-your-strategy-with-cross-team-collaboration" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">ROI 101 - Driving Buy-In for your Strategy with Cross-Team Collaboration</span> <span class="gn-related__excerpt">Senior marketing leaders share tactics for board approval, stakeholder engagement, and proving ROI across your organisation. Get the framewo</span> </a> </li> <li class="gn-related__item"> <a href="/articles/leadership-panel---maximising-your-marketing-budget-with-in-house-and-external-support" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">Leadership Panel - Maximising your Marketing Budget with In-house and External Support</span> <span class="gn-related__excerpt">Senior brand leaders share how to frame resources, build the right team structure, and future-proof marketing growth for maximum budget impa</span> </a> </li> </ul> </aside>