Instructions
For each marketing task or capability (e.g. SEO, content, email platform, media buying), score each resourcing option from 1 (poor) to 5 (excellent) across key decision factors. Then compare total or weighted scores.
Matrix Template (for Notion, Google Sheets, Airtable)
| Decision Criteria |
Weight |
Build In‑House |
Buy / SaaS Tool |
Outsource (Agency/Freelancer) |
| Speed to Launch |
20% |
[1–5] |
[1–5] |
[1–5] |
| Cost (Total Lifetime) |
20% |
[1–5] |
[1–5] |
[1–5] |
| Internal Capability / Expertise |
15% |
[1–5] |
[1–5] |
[1–5] |
| Scalability |
15% |
[1–5] |
[1–5] |
[1–5] |
| Quality / Output Control |
10% |
[1–5] |
[1–5] |
[1–5] |
| Flexibility / Customization |
10% |
[1–5] |
[1–5] |
[1–5] |
| Risk & Dependency |
10% |
[1–5] |
[1–5] |
[1–5] |
| Total Weighted Score |
100% |
=SUMPRODUCT(...) |
=SUMPRODUCT(...) |
=SUMPRODUCT(...) |
Use Case Examples
| Capability |
Final Decision |
Why? |
| Blog content writing |
Outsource |
Fast execution, minimal internal strain, low risk |
| Email automation tool |
Buy / SaaS |
Speed, cost, and vendor support outweighed in-house dev investment |
| Brand design system |
Build in-house |
High creative control and long-term brand ownership |
✅ Best Practices
- Involve stakeholders from Marketing, Product, and Finance
- Reassess quarterly, especially during growth, hiring, or vendor reviews
- Combine with Tool Audit and Freelancer/Agency Tracker