Agencies/contractors can be a tremendous help as you’re scaling your business. They allow you to “rent” expertise and to move quickly. And some functions are often best done externally forever. I have had some AMAZING agency and contractor relationships over the years.
But beware of the siren song of “agency as your marketing solution” — it rarely is. A few things to bear in mind:
Agency incentives are different than yours. They’re running THEIR business, not yours. Their motivation is to sell more services, which may or may not be the right answer for your business.
Agencies/contractors don’t have the urgency or commitment of full-time employees. Why would they? Their level of commitment to your mission is understandably less.
If you can’t spend a lot, you’ll often get the B team. This is what you would do in their shoes, so you can’t blame them. But you should know this going in.
Some skills are best left internal (product marketing, for instance).
When you meet an agency, ask WHO will do the work. After the sales process, you may never see the partner who sold the work.
Agencies must be managed. Without your regular input and partnership, how can you expect them to do their best work? They’re not mind readers or magicians.
Many agencies are spread very thin across multiple clients. Make sure you manage their work carefully to ensure you’re getting the best possible work product. The squeaky wheel really does get the grease here.
All of this said, If you find an agency/contractor you love, commit to them and treat them as an extension of the team. This is the best way to maximize alignment and get the very best work.