Instead of outsourcing digital ads and remaining dependent, pay an agency with the condition that you 'control the mouse' during work sessions. Have them direct you and explain their reasoning live. This transforms their fee into an intensive training that builds in-house expertise quickly.
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Instead of hiring a 'Chief AI Officer' or an agency, the most successful GTM AI deployments empower existing top performers. Pair your best SDR, marketer, or RevOps person with AI tools, and let them learn and innovate together. This internal expertise is more valuable than any external consultant.
Instead of being intimidated by unfamiliar marketing tactics like creating animated GIFs, use AI platforms as on-demand tutors. Ask the AI to provide step-by-step instructions tailored to your specific software stack (e.g., MailChimp, HubSpot) and skill level, eliminating the "how-to" barrier for implementation.
Brand and communications teams can bridge their data skills gap by using AI. By uploading performance reports to tools like ChatGPT, they can ask for analysis, identify trends, and learn to think like data-driven marketers, boosting their confidence and strategic input.
Instead of being intimidated by technical tasks like creating animated GIFs, marketers can use AI platforms as an on-demand guide. Simply ask the AI to provide step-by-step instructions for a specific tool (e.g., MailChimp, Klaviyo) to overcome knowledge gaps without feeling inadequate or needing to ask colleagues.
Agencies are optimized for efficiency, stifling the creative experimentation needed for platforms like Meta. Top-performing brands employ an in-house strategist whose sole job is generating a high volume of diverse, "wacky" ad concepts—a function that can't be effectively outsourced.
A costly mistake with a Facebook Ads 'expert' taught the speaker to never outsource a function without first developing a foundational understanding of it. This knowledge is crucial for asking the right questions, spotting red flags, and properly vetting external help, preventing expensive errors.
Instead of passively outsourcing paid advertising, Province of Canada applied their bootstrapped mindset to it. They demanded weekly reports from their agency and relentlessly cut underperforming ads. This active management ensured they didn't waste money, a crucial discipline for a business with tight margins.
The goal of an agency partnership should extend beyond task execution. A key qualifying question to ask is, "What will you teach me along the way?" A great partner aims to leave the client more knowledgeable and capable, empowering them to make better marketing decisions independently in the future.
The most significant, yet overlooked, benefit of a strategic AI tool is its ability to upskill the entire team. By embedding the "brains" of top marketers and proven frameworks, the AI acts as a persistent mentor, improving the team's capabilities and output far beyond simple task execution.
To learn a critical skill like ad buying, don't just hire an agency to do the work. Instead, pay them their full fee but mandate that all work is done on live calls where you control the computer mouse. They direct you, you execute, and you learn the skill firsthand.