10 Things Every Marketing Decision Maker Should Know About MaaS

What does Marketing as a Service, or service-based marketing, practically mean? What kinds of operating models are used to implement it, and what benefits have been observed in the marketing of growth companies?

MaaS is a viable option for forward-thinking growth companies looking to develop their marketing and commercial processes comprehensively. We’ve listed ten things that every marketing decision-maker should know about MaaS.

1. Collaboration is not bound by deadlines or restricted to specific actions

The starting point for MaaS is goals, not just the implementation of precisely defined campaigns or measures, such as carrying out marketing through a specific selected channel in a predetermined way. For this reason, determining actions and exact budgets is difficult or impossible at the beginning, as they become more precise as the collaboration progresses and plans and lessons become clearer. On the other hand, this ensures that the actions are always proportionate to the chosen goals and adaptable to changing situations.

2. Service scales flexibly according to changing needs

Since collaboration is not precisely defined, its framework can be agilely adjusted as needed. Regardless of the service concept, resources can be increased or decreased in response to changing situations, campaigns, seasons, or other surprises. Role allocation should also be critically examined during collaboration, as the initially chosen collaboration approach may not necessarily be the best in the long run. Scalability is an inherent feature in all MaaS service concepts.

3. Integrated into the in-house team – a modern alternative to recruitment

MaaS is not unequivocally outsourcing but rather integrating additional expertise into the internal team. Although service concepts can adapt to the management and operation of a company’s comprehensive marketing, the MaaS partner operates in a selected role closer to the core of the organization than a traditional marketing service provider. MaaS enables the filling of gaps in the expertise of the in-house team, either temporarily or permanently. This can result in a significantly more efficient, scalable, flexible, and professionally diverse contributor to the team than traditional personnel recruitment.

4. Instead of precise budgets and actions, transparency is required from the partner

Because the choice of a MaaS partner cannot be made based on price, transparency is one of the key values to be considered when selecting a partner. Pricing, project management, communication, and the basic principles of collaboration must be clearly understandable and justifiable. Goal orientation must be visible from the first meeting, but on the other hand, performance-based pay is not part of the toolkit for a transparent MaaS service provider, as the partner is paid for skillful service.

5. MaaS partner is not a follower but a proactive developer

If you want a partner to obediently follow and implement the assignments you give, MaaS is the wrong concept for your company. If, on the other hand, you want a proactive partner to do everything to promote your growth goals, actively develop and bring ideas to support growth, considering a MaaS partner is worthwhile. A good partner proactively brings up improvement areas to keep the wheels turning, even when those improvement areas may not be what the customer wants to hear.

6. Not cheap or expensive, but an investment in productive marketing

If your company measures the success of marketing based on how little it spends or consumes resources, MaaS services are not for you either. If you are looking for the cheapest price, it’s worth looking elsewhere. Marketing is an investment in the company’s expertise, future, development, and growth, and when treated as such, MaaS can be a relevant option to support growth.

7. MaaS is integrated into the development of the commercial process, combining sales and marketing processes

A good partner shares many qualities with a good employee: understanding the company’s cash flows, profitability, customer acquisition lifecycle, worst bottlenecks, and critical points. Finding such an employee and partner can be difficult. Therefore, when one is found, it is crucial to provide a complete view of the commercial development life cycle without silos that hinder marketing and sales development. An expert MaaS partner can bring multidisciplinary perspectives and international-level expertise and understanding to the development of the commercial process, allowing it to be utilized unrestrictedly as support for the growth of the entire company.

8. MaaS concepts are practically tested and developed collaboration models based on experience for various needs of companies

The MaaS operating models used today have not emerged by chance. Although the concept is relatively new in the European market, lessons have been learned from the models that have been in use in the United States for many years. In addition, current service concepts have been refined through practical marketing work in growth companies and large enterprises of various industries operating in global markets for over 5 years. According to the principles of lean marketing, there is never a finished state, and service models are in constant development in response to dialogue and changes in the global market.

9. Suitable for growing and larger companies that think innovatively

For whom does MaaS not fit? MaaS is not a relevant option for companies that are satisfied with the current state, aiming for a stable position in the market with current resources, or who want to operate in a familiar and safe manner. For those, on the other hand, who seek growth and want to leverage modern operating models to support sales, marketing, and overall commercial development, MaaS is an excellent option regardless of industry, target market, or company size.

10. The benefits of efficient remote communication and tailored team-specific expertise combine

The efficiency of the MaaS service requires effective project management and smooth, seamless communication. When communication is kept personal, always connecting to the same person, the service provider works best remotely as a seamless part of the company’s commercial team. In addition, the greatest advantage is offered by the expertise and resources available to the entire MaaS team in various marketing areas. Thus, even though communication remains in a 1-to-1 model, the best expert can be selected for each task to provide the best possible know-how.

Read more about MaaS >

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