In this blog, Hayley Goff, CEO at Whiteoaks, explores:
- Why marketing resource decisions should start with business outcomes
- How a specialist B2B tech PR agency can strengthen an in-house team
- Why a Performance PR approach makes agencies more accountable
Marketing teams are under constant pressure to deliver more. Growth targets rise, sales teams need stronger support and leadership expects clear evidence that investment is working.
Adding headcount can seem like the obvious answer. Sometimes it is, although it should never be the starting point for a resource decision.
Instead, B2B brands should begin with the outcome their business needs, then decide what capability and structure will deliver it most effectively.
Match the resource to the requirement
A permanent hire makes sense when a business needs long-term ownership of a function and close day-to-day involvement across the organisation.
The challenge comes when the role is expected to cover several specialist areas. A well-executed PR programme that meets business goals may need senior strategy at one stage followed by media expertise, content development or creative support. Finding one person who can deliver across the whole brief to the same high standard is difficult, and expecting them to do so can place immense pressure on the individual.
An alternative and common approach is to partner with a specialist B2B tech PR agency which can give an in-house team access to a wider group of experts without asking one employee to cover every discipline. The agency can bring in the right capability as the programme develops, while the internal team continues to lead on business knowledge and stakeholder relationships.
This also creates greater consistency across the programme. Rather than managing separate suppliers or disconnected strands of activity, the in-house team has one partner working to the same objectives, timelines and measures of success.
Consider the full cost of an internal hire
Salary accounts for only part of the investment in a new employee. Recruitment, onboarding, benefits and management requirements all increase the total cost.
A new team member also needs time to onboard and understand the company, its market and its commercial priorities before they can work at full pace. For a business preparing for a new product launch or pursuing an immediate growth opportunity, that delay can limit progress.
An experienced agency should already have the processes and sector knowledge needed to move quickly. It will still need a strong brief and access to the right people, although learning a client’s business and turning that understanding into action forms part of its role.
Relevant sector experience can shorten that process further. An agency familiar with areas such as fintech, cyber security, digital infrastructure or healthtech should be able to understand a complex proposition quickly and focus on the audiences most likely to influence growth.
Make accountability part of the agreement
Cost and capability are only part of the decision. Any external partner also needs to provide clarity about what it will deliver.
Businesses are right to challenge the traditional agency retainer. Paying for a block of time can leave marketing leaders unsure about what the agency has committed to achieve or how its work will support the wider business.
The 2026 CMO Survey found that marketing leaders rated the CMO-CFO partnership just 4.5 out of seven for building a business case for marketing spend. With investment under close scrutiny, agencies need to explain what they will deliver and how success will be measured.
Performance PR provides that clarity by agreeing the objectives and expected outcomes before the programme begins.
At Whiteoaks, we work on a fixed-fee, fixed-outcomes basis, so clients know exactly what deliverables they are paying for and what has been promised in terms of KPIs. Our money-back guarantee provides additional accountability if those outcomes are not delivered.
The emphasis therefore remains on impact rather than the number of hours spent on an account. The agency must set credible targets, put the appropriate team in place and report clearly against the original objectives.
Those objectives will of course depend on the client’s priorities. A business entering a new market may need top-tier media coverage to build credibility, while an established brand may want to raise awareness or position its spokespeople as recognised thought leaders. In each case, the measures of success should be agreed before PR activity begins.
Use the right mix to fast-track growth
Choosing an agency does not mean replacing an internal marketing team. In many cases, the most effective approach combines the organisation’s knowledge with specialist external support.
A trusted partner should be prepared to challenge the brief where needed, explain its recommendations and take responsibility for delivery. The relationship should ease pressure on the marketing team rather than adding another layer for it to manage.
With budgets under greater scrutiny, businesses need to be deliberate about where they invest. Start with the required outcome, assess the expertise available internally and identify where external support can add the most value.
If your marketing team needs specialist support with clear accountability, talk to Whiteoaks today.
