Maximizing Your Marketing Department

June 10, 2010 Jared Shusterman

One of the key benefits people receive from practicing yoga is core development, the muscles and support structure that help us remain stable and upright. The same principle also applies to work. Staying focused on core marketing strengths keeps your company strong too. With the rapid increase and evolution of marketing channels and media opportunities available in today’s market, marketing department staff and resources can’t always keep pace.

This is where outside help can be useful.

Recognizing what your marketing team does best, and the willingness to seek outside assistance with other tasks when hiring internal expertise isn’t an option, can give your company at a strategic advantage. It puts employees’ marketing skills to their optimal use and streamlines the execution of other functions that may not be in their range of managerial or functional expertise. Outsourcing marketing activities in which other companies specialize such as public relations, social media, or graphic design may seem like an expense rather than an investment, but it lowers the risk of organization falling down too.

Consider the argument at its most elementary: I’m sure most employees can clean, but how many of companies still have a janitorial service? Recognizing when your marketing department, or any other one for that matter, needs additional assistance isn’t a weakness. It’s an acknowledgment that you are making sure the things people were hired to do are being executed by the best people and in the best manner possible. And that’s a good thing. There is a reason the phrase is “jack of all trades, master of none”. Wouldn’t you rather have a master working for your business? So would the partners in your local marketing network.

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About the Author

Jared Shusterman

Jared is the Chief Executive Officer of SproutLoud. Since 2006, he has been primarily responsible for strategic direction of the Company, as well as the oversight of SproutLoud's Partner ecosystem. Prior to SproutLoud, Jared worked in Thomas Weisel Partner’s internet and online advertising investment banking practice in San Francisco. He served as the lead analyst on a number of Corporate Finance and M&A deals including Newscorps’ buyout of Intermix Media ( Jared graduated with a B.A. in Finance and Marketing from the McIntire School of Commerce at the University of Virginia. Jared has an MBA from the Kellogg School of Management at Northwestern University and is a member of the Young President's Organization (YPO). Jared has been honored as one of the Top 40 Under 40 Entrepreneurs by South Florida Business Journal and a Top 50 Entrepreneur by Business Leader Magazine. Jared lives in South Florida with his wife and two sons.

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