Why marketing collaboration fails
A guide to identifying gaps in your marketing team
Most marketing is not done in isolation. In today’s fast-paced marketing environment, most teams aren’t operating alone.
Whether you’re a founder, a marketing leader, or a freelancer juggling multiple roles, odds are you’re collaborating with external partners — agencies, consultants, contractors, or fractional CMOs. That’s the norm now.
Here are some stats that confirm where we’re at today:
83% of businesses use some form of external marketing support
57% of CMOs say their team is a blend of in-house, agency, and freelance partners
And yet, 70% of businesses say they struggle with alignment across those teams
So where’s the disconnect?
I led a workshop with the SocialNext community for marketers called Marketing Collaboration Myths: Aligning Agencies, Consultants & In-House Teams. The session focused on what really breaks down collaboration, and how we can fix it through clarity, structure, and better partnerships.
I won’t get into the myths here, but will definitely leave you with some value.
So what model works?
I recommend a hub-and-spoke model where at the center is a Marketing Strategist or Advisor — someone responsible for alignment and leadership. Surrounding them are specialist partners (freelancers, consultants, or agencies) who focus on their unique craft: paid media, SEO, design, content, analytics, and more.
Marketing isn’t about choosing between in-house, agency, or consultant support.
It’s about creating a hybrid model that works for you — a marketing ecosystem that blends the right expertise, sets clear expectations, and ensures everyone’s working from a shared strategy.
How do you know what roles you need or identify gaps on your marketing team?
To help you put this into action, I’ve put together a detailed downloadable resource, which includes:
Role Map of key marketing functions
Gap-Finding Table for assessing your in-house vs outsourced mix
Guide to what type of support to bring in—freelancer, advisor, specialist, or agency
Looking for more support?
If you’re looking for guidance and support with your marketing, you can book a one-on-session with me, or learn more about my advising for brands and nonprofits.
