The title of this blog post by Dianna Huff caught my attention: "DIY Marketing No Longer Cuts the Mustard." (DIY=do it yourself.) She makes a convincing case that the tools and techniques of marketing, like the computer-enhanced motors of cars, are no longer the domain of the shade tree mechanic. Marketing, done right, requires specialized skills.

Huff's article is aimed at "B2B mom and pop manufacturers;" small companies where owners and employees wear many hats, including marketing. Of course, larger B2B companies hire professionals who have the specialized skills that today's marketing tactics require. (Paul describes just a subset of those skills in this post.)

Or do they? I think the DIY temptation persists, even in larger companies.

Even when amazing skills are in-house, there's a fine line between doing it right and DIY. That's the line where outsourcing a task would have positive ROI. And finding that line can be tricky, for two reasons.

First, the tools for marketing are so easy to use--but so difficult to use well. Such is the blessing and the curse of web user interface. Google Analytics is a prime example. Even I can log in and see fascinating statistics and graphs. Even I could compose an impressive looking report of current usage. But do I know how to spot negative trends, or make recommendations on complex sites? Would I want to be in charge of analytics for a $100K campaign? No way--that's clear. Somewhere in the middle of these extremes, I'd be tempted to DIY when I shouldn't. And most executives supervising me would be happy to save the budget dollars by stretching my skills perhaps a bit too far.

Second, there's the objective point of view. Whether the effort is as strategic as a new brand design, or as tactical as developing SEO keywords, it is crucial to take the perspective of an outsider looking in. Even the most tenured marketing employees--in fact, especially the most tenured marketing employees--can only have an insider's perspective. They need outside guidance to do this work right. DIY does not cut the mustard.

I tell clients that marketing is a little bit like law and brain surgery: it's really difficult to do it well for yourself. Only an outsider can offer the most difficult, but valuable truths. Is the web site reaching the right audience? Is the content compelling? When you are the seller, it's difficult, sometimes impossible to think like the buyer--and this is what the marketing professional must do.