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Service 04 · for brands

Is your marketing built to last?

Most marketing teams grow by accident - a hire here, an agency there, a freelancer to plug a gap. We step back and redesign the whole organization on purpose: what sits where, who owns what, and how it all works together.

In short

What a marketing organisation is, and what an operating model decides

A marketing organisation is how a company staffs and steers its marketing: which roles sit inside, which work goes to agencies or freelancers, who decides, and how budget and planning run. The operating model is the agreement underneath: the fixed way of working that carries a request through to delivery.

IKAg has redesigned organisations of this kind across more than 600 projects and continues the work of PitchPoint, active since 2008.

Four decisions set the model. Which capabilities belong inside the walls and which do not. Who decides and who is consulted. How budget is split across brands, markets and channels. And how you measure whether it works.

Most teams do not grow to a model but by occasion: a hire here, an agency there, a freelancer to close a gap. That holds until the organisation outgrows the overview. After that, every channel that gets added costs more coordination than it returns.

The choice between inside and outside is not only a cost question. Work that returns every week and needs company knowledge usually belongs inside. Work that peaks or demands specialist craft usually belongs outside. Reverse the two and you pay twice: once for idle capacity, once for buying it in.

The questions we answer

Four decisions that shape everything.

In-house, external, or a mix?

Which capabilities belong inside your walls, which are better with a freelancer or agency, and where a hybrid model wins. We map skills against need and cost.

What's the operating model?

Clear workflows, roles and governance - between your own teams and your external partners - so work moves without friction or finger-pointing.

Is it future-proof?

We pressure-test your structure against where marketing is heading - AI, in-housing, new channels - so today's setup doesn't become tomorrow's bottleneck.

How should you collaborate?

The rituals, hand-offs and decision rights that make internal and external collaboration actually work, instead of living in everyone's inbox.

How it works

A clear path, in four steps.

Transparent from the start: you pay only for the work. A typical track runs four to ten half-days, depending on the size and complexity of your organization.

1

Intake

We start with a conversation to understand your ambitions, your market and how your marketing runs today. We define what "good" looks like for you.

2

Audit

We x-ray the current organization - people, skills, partners, workflows and costs - and benchmark it against what we see across hundreds of marketing teams.

3

Recommendations

You get a concrete target operating model: the in-house / external mix, roles and governance, and a prioritized roadmap to get there.

4

Implementation support

Optional, but where the value lands. We help you put the new structure in place and make sure your team actually adopts the new way of working.

What you walk away with

Decisions made, on paper.

No fluffy deck that gathers dust. You get the concrete artifacts you need to act - and a partner who's seen this work across 600+ projects.

Request a quote
  • A target operating model for your marketing organization
  • An in-house vs. external map per capability
  • Roles, responsibilities and governance that remove ambiguity
  • A prioritized roadmap from where you are to where you want to be
Good to know

Questions we get a lot.

Will you run our day-to-day marketing?

No. Day-to-day marketing always stays with your internal team or an agency. We help you design the organization and choose the right partners - then we step back.

How much does it cost?

Like an architect, we cannot price "a house" before a first conversation. Transparency is the rule: you pay only for the work. A typical track runs four to ten half-days depending on complexity.

Do you push your own agencies?

Never. We take no commission from agencies. When selection is in scope, we match purely on fit with your needs and culture, using our independent database.

Can we start small?

Yes. You can pick a single step - say, just the audit - and decide on the rest later. Each part of the engagement stands on its own.

Get in touch

Let's talk.

Call us, send an email, or fill in the form. We typically respond within a day.