Outsourcing your marketing can be a smart move, especially if you're looking to scale without bringing on a full in-house team. It’s cost-effective, gives you access to specialized skills, and frees up your time to focus on other parts of your business.
But here’s the thing: outsourcing doesn’t mean you get to hand over the reins completely and walk away. To get the most out of your outsourced marketing team, you’ll need to manage the relationship carefully.
In this blog, we’ll give you tips on how to effectively manage an outsourced marketing team to help you build a successful, long-term partnership with your external marketing team.
Key Takeaways
Clear goals and open communication are essential to managing an outsourced marketing team effectively.
Trust your outsourced team’s expertise while providing feedback and guidance.
Regularly monitor performance using specific metrics to ensure alignment with business objectives.
Know Your Marketing Needs and Define Your Goals
Before committing to an outsourced marketing relationship, be crystal clear about why you’re outsourcing in the first place. What do you want to achieve? Are you looking to increase website traffic, generate more leads, or maybe raise brand awareness? Defining these needs upfront will help guide the outsourced team and make sure everyone is on the same page.
List down your objectives
The first step is listing down the specific goals you want to achieve. It’s not enough to say, “We need more traffic” or “Let’s get more leads.” Be specific.
For example, instead of “more traffic,” aim for “a 20% increase in organic traffic over the next six months.” The more defined your objectives are, the easier it will be for your outsourced team to craft a strategy that aligns with your business goals.
Use the SMART framework
When setting goals, I recommend following the SMART framework. Make sure each goal is:
Specific: Know exactly what you want to achieve.
Measurable: Have a way to track progress.
Achievable: Set goals that are realistic.
Relevant: Ensure the goal aligns with your overall business objectives.
Time-bound: Give yourself a deadline.
For example, instead of “grow our email list,” a SMART goal might be “grow our email list by 15% over the next quarter by focusing on content marketing and lead magnets.” This gives your outsourced team a clear target to hit.
All your expectations must be laid out
Once your goals are set, it’s time to lay out your expectations. This includes everything from timelines to communication frequency to what deliverables you expect. Having clear expectations upfront ensures that there’s no confusion down the road.
If your outsourced team knows when updates are due and what the final product should look like, they’re much more likely to hit the mark. Regular check-ins to assess progress are also important in keeping everyone aligned.
Establish a Point of Contact and Strong Communication Channels
One of the most important parts of managing an outsourced marketing team is making sure communication flows smoothly. Without clear, consistent communication, even the best marketing strategies can fall short.
Here’s how to keep things running efficiently:
Assign a single point of contact
To avoid confusion and streamline the process, assign one person on your internal team as the main point of contact. This person will be responsible for passing along updates, answering questions, and making sure everyone stays on the same page.
Having a dedicated contact helps minimize the chances of miscommunication, especially when there are multiple moving parts. It also ensures that both teams know exactly who to turn to when something comes up.
On the flip side, you should also ask the outsourced team to designate a point person on their side. Knowing who to contact if you need an update or have questions will save time and reduce back-and-forth emails.
Do regular check-ins
While outsourcing gives you more time to focus on other areas of your business, it doesn’t mean you can go completely hands-off. Regular check-ins—weekly, bi-weekly, or monthly—let you stay updated on progress.
Use the meetings to review deliverables, discuss any challenges, and give feedback on the work. Even a short check-in can make a big difference in keeping the project on track.
If your goals or priorities shift during the course of a project, this is also the time to communicate those changes to the team.
Utilize communication tools
Effective communication tools are non-negotiable in a remote environment. Platforms like Slack or Microsoft Teams are great for quick, real-time communication, while Zoom can be used for more detailed discussions and check-in meetings.
For project management, tools like Asana or Trello can help everyone keep track of tasks, deadlines, and responsibilities. Using the right tools will keep collaboration efficient and transparent so no one is left wondering what’s going on.
Balance Oversight and Autonomy
One of the biggest challenges in managing an outsourced marketing team is finding the right balance between giving them space to do their job and staying involved enough to keep everything on track.
You hired your outsourced team for their expertise, so trust is important, and so is maintaining oversight. Here’s how to strike that balance.
Trust their expertise
Once you’ve set clear goals and laid out expectations, it’s important to step back and let your outsourced team work their magic. They were hired for their expertise, and part of getting the most from them is giving them the freedom to execute strategies without constant oversight.
Micromanaging every task can slow down progress and may even lead to frustration on both sides. Instead, trust that your team has the skills and knowledge to deliver results.
That said, staying completely hands-off isn’t ideal either. The goal is to be involved just enough to provide support without getting in the way.
Establish a feedback loop
While you want to avoid hovering, a good feedback loop is essential. Create a system where both you and the outsourced team can openly share insights and suggestions.
Your marketing team might have valuable industry knowledge, but remember, your outsourced team is likely working with multiple clients and has its finger on the pulse of the latest trends. Encouraging open, two-way communication can lead to better strategies and outcomes.
This process also ensures that if something isn’t working, you can address it early and keep things moving in the right direction. Regular feedback—whether it’s on content, ad performance, or SEO tactics—keeps everyone aligned and helps fine-tune your strategy over time.
Set up checkpoints
Instead of reviewing every single detail as the project progresses, it’s better to set up checkpoints or milestone assessments. This allows you to monitor progress and make sure things are staying on track without having to oversee every small decision.
These checkpoints provide an opportunity to evaluate results and make adjustments as needed while still giving your outsourced team the autonomy they need to do their best work.
By finding the right balance between giving autonomy and staying engaged, you’ll build trust with your outsourced team and cultivate a more productive, collaborative relationship.
Define Key Metrics and Monitor Performance
Once your outsourced marketing team is in full swing, measure their performance regularly to ensure they’re hitting the targets you've set. Defining key metrics and keeping track of progress helps everyone stay on course and allows for adjustments if needed.
Use specific marketing metrics
To gauge your outsourced team's success, you’ll want to establish clear, specific metrics. Key Performance Indicators (KPIs) should be directly tied to your goals. These could include:
Qualified leads: How many of the leads generated are truly valuable to your business?
Conversion rates: What percentage of site visitors or email subscribers are turning into paying customers?
Return on investment (ROI): Are you getting a positive return on the time and money spent on marketing efforts?
Tracking these metrics gives you a concrete way to measure how well the marketing strategies are performing and whether your outsourced team is delivering the results you need.
Set up dashboards
To make tracking easier, set up performance dashboards that allow you to see important data at a glance. Tools like Google Analytics, SEMrush, or your CRM system provide real-time insights into important metrics like traffic, conversions, and ROI.
Sharing access to these dashboards with your outsourced team ensures everyone is working from the same data set and can make informed decisions quickly. The transparency helps you stay connected to the process without needing to dive into the weeds every day.
Hold regular performance reviews
Finally, schedule regular performance reviews to assess progress. Quarterly reviews are a great way to take a step back and see the bigger picture. During these reviews, you can discuss what's working, what needs improvement, and what adjustments might be needed to meet your goals.
By setting these regular check-ins, you not only hold your outsourced team accountable, but you also give them the opportunity to share insights and suggest changes based on their observations. It's a collaborative way to keep everything on track while continuously optimizing your marketing efforts.
Encourage Collaboration Between In-House and Outsourced Teams
When you're working with an outsourced marketing team, it’s essential to create a sense of partnership between them and your in-house staff. The best results happen when everyone feels like they’re working towards the same goal, not just completing tasks in silos.
Promote teamwork
Your outsourced marketing team should feel like an extension of your in-house staff, not a separate entity. Encourage both teams to collaborate, share ideas, and work together as if they were all part of the same organization.
By treating your outsourced team as part of the family, you create a more cohesive workflow where both teams feel valued and committed to the project’s success. This also makes it easier to integrate strategies and ensure consistency in your brand messaging across all marketing channels.
Use in-house insights
One major advantage your in-house team has is a deeper knowledge of your industry, competitors, and customers. Don’t keep that information to yourself!
Share any relevant insights, such as customer behavior patterns, market trends, and competitors' strategies, with your outsourced team. The more they know about your business and industry, the more tailored and effective their marketing efforts will be.
For example, if your in-house sales team has noticed certain trends in customer questions or pain points, this information can be incredibly valuable for shaping content marketing strategies, email campaigns, or social media posts.
Get cross-team input
Encourage collaboration beyond your marketing teams. Get feedback from other departments—like sales, product development, or customer support—for fresh perspectives that improve marketing campaigns.
Sales teams can offer insights into customer needs and objections, while customer support can highlight common issues that marketing can help address.
A cross-team input ensures your marketing efforts are well-rounded, relevant, and rooted in real-world feedback. Plus, it helps build a unified strategy where all departments are contributing to the company’s overall success.
Ensure Flexibility and Transparency
Outsourcing your marketing requires flexibility and open communication. Ensuring transparency with your outsourced team keeps everyone working toward the same goals—even when things change.
Here’s how to keep the partnership adaptable and transparent.
Adapt to changes
Business priorities can shift quickly, and it's important to communicate these changes to your outsourced marketing team as soon as possible. The more your team understands the bigger picture, the better they can adjust their strategies to meet your new objectives.
Being proactive about sharing updates keeps your marketing efforts aligned with your evolving goals. Always keep your outsourced team in the loop so that they can pivot when needed and deliver results that match your business needs.
There must be transparency
One of the keys to a successful outsourcing relationship is transparency—on both sides. Make sure your outsourced team is open about what’s working, what’s not, and any challenges they’re facing. Regular, transparent reporting helps everyone stay on the same page.
Encourage your outsourced team to share both successes and setbacks. This way, you can celebrate the wins and address any issues before they become major roadblocks. In return, be transparent with them about any internal challenges that might impact the project.
Problem-solve together
Issues can pop up even in the best partnerships. For example, there may be missed deadlines, underperforming campaigns, or unexpected challenges. Address these problems promptly and professionally. Avoid letting small issues fester—bring them up in your regular check-ins and work together to find a solution.
A collaborative approach to problem-solving can prevent minor issues from escalating and keep the project moving forward. If something goes off course, having open and honest conversations allows both teams to adapt quickly and stay focused on achieving your goals.
Turn Your Outsourced Team into a Strategic Powerhouse
When you treat your outsourced marketing team as true partners, not just external help, you unlock the full potential of collaboration. It’s more than just handing off tasks—it’s about working together to achieve better results, smarter strategies, and a stronger return on investment.
By building a relationship based on trust, transparency, and teamwork, your outsourced team can drive the kind of growth that feels seamless and aligned with your business goals. Ready to transform your marketing efforts with a team that feels like part of the family?
Let’s start building that partnership today. Contact LeaseMyMarketing today for your free consultation. Want to avoid common outsourcing mistakes? Click here for insights on making smarter decisions and maximizing your results.
Frequently Asked Questions
How to manage an outsourced team?
Managing an outsourced team requires clear communication, setting specific goals, and building a collaborative relationship. Start by defining what success looks like, assigning a single point of contact to streamline communication, and using tools like Slack or Zoom for regular updates.
It’s important to maintain transparency and provide feedback so the team knows what’s working and what needs improvement. Regular check-ins and performance reviews will help keep the project on track without micromanaging.
How do you manage outsourcing effectively?
To manage outsourcing effectively, it’s essential to establish clear expectations from the start. This includes setting measurable goals, defining deliverables, and ensuring your outsourced team has a thorough understanding of your business objectives.
Use project management tools like Asana or Trello to track progress and keep communication lines open through regular check-ins. Trust your outsourced team’s expertise, but stay involved enough to provide guidance and feedback.
Monitor key performance indicators (KPIs) and adjust strategies when needed for long-term success.
How do you manage a marketing team?
Managing a marketing team—in-house or outsourced—starts with setting clear objectives and ensuring everyone is aligned on the strategy. It’s important to foster open communication, encourage collaboration between team members, and regularly review progress through performance metrics like conversion rates or lead generation.
Provide constructive feedback to help the team improve and give them the autonomy to execute their strategies. At the same time, periodic check-ins help you stay informed and make adjustments as necessary to meet evolving business goals.
What is an outsourced marketing department?
An outsourced marketing department is an external team of professionals hired to handle a company’s marketing efforts. Instead of managing an in-house team, businesses outsource specific marketing tasks—like content creation, SEO, social media management, and advertising—to specialized agencies or freelancers.
This approach provides access to a wide range of expertise without the overhead costs of hiring full-time staff, allowing businesses to scale their marketing efforts efficiently while focusing on their core operations.
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