Get the Message Out

For implementing marketing plans, outside agencies can be a valuable resource for companies of any size, but especially for those that might not be able to commit to dedicated resources. “Unless you have a full-time marketing person or marketing department, you must use outside agencies for everything from designing your Web site to writing your press materials to creating a booth for a trade show,” says Gurland. In addition, she notes that it can be helpful to get the opinion of someone outside the company.