• by Chris Potts , June 10, 2025

In-housing digital media and marketing measurement is an organizational transformation. It promises speed, control, and performance, but only if the company is truly ready to take the wheel. Here’s some humble advice.

1. Organizational Readiness Starts at the Top
The biggest success factor is leadership. Executive buy-in isn’t optional, it’s foundational. Leaders must champion the transformation and align strategy, structure, and support across the organization. All functions, from Finance to Procurement to IT, need to be on board. And external partners, like your agency and platforms, are equally important. Without this alignment, even the best-built teams will fail.

2. Own the Data. Own the Advantage
Data and technology ownership is the bedrock of in-housing. Control over platforms for clean first-party data pipelines unlocks transparency, real-time optimization, and smarter planning. It also sets the stage for better martech/adtech integrations and long-term agility. The benefits far outweigh any marginal rate increases.

3. Measurement is the Spine
Embed measurement from day one. Build a unified measurement framework that includes attribution, brand equity, creative, competitive, and business impact. Speak the language of the boardroom. Don’t just report metrics, deliver insights that connect media to revenue.

4. Brand + Performance, Not Brand vs. Performance
High-performing in-house teams don’t separate brand and performance, they unify them. A shared vision across the funnel, supported by integrated tools and shared KPIs, leads to smarter investments and better results. Growth comes from both near-term lead generation and long-term brand equity. Executive leaders must advocate for balance to avoid short-termism.

5. Don’t Underestimate Change Management
In-housing changes how marketing works across the enterprise. Success requires documented workflows, clear communications, education sessions, and proactive stakeholder engagement. The more you invest in change management upfront, the fewer roadblocks you’ll hit later. Accountability across all stakeholders is paramount to success.

6. It’s a Journey. Don’t Rush It, But Don’t Plan to Death.
Start with a phased, realistic roadmap based on readiness, talent, and business priorities. Launch small, learn fast, and be ready to pivot often. Avoid perfection paralysis, momentum matters. Just make sure your leadership team is with you every step of the way.

7. Talent Is the Make-or-Break Factor
A solid strategy is worthless without the right people. Look for platform fluency, analytical rigor, and adaptability. But it’s not just about skills, it’s about fit. Look for people who thrive in ambiguity, embrace change, and can build process as they go. Retain talent with development plans and meaningful work. In-house success hinges on recruiting and growing a team built for change.

8. AI Will Accelerate (and Pressure-Test) Your Foundation
AI can supercharge optimization, personalization, and creative testing, but only if your data is clean and your measurement is solid. In-house teams can move faster with AI, but executive teams must treat it as a strategic capability, not a magic button.

Final Thoughts
Treat in-housing as a business strategy to drive growth. It should not be viewed as a cost-saving exercise. When done right, it becomes a powerful engine of accountability, efficiency, and growth.

Chris Potts is a Principal Consultant at Potts Consulting and former AVP, Global Head of Demand Generation and Marketing Measurement at Manulife/John Hancock. Connect with him on LinkedIn here.

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