In-House

RightSpend and InnerGroup join forces to revolutionise In-House marketing operations

It’s been possible to benchmark external agency costs for a number of years, but now two leading companies have come together, allowing brands to bring that rigour and analysis to measure their internal marketing investments against real market data, while at the same time, identifing where the inefficiencies are and how to address these opportunities.

RightSpend and Innergroup have announced they are joining forces to tackle one of marketing’s most persistent challenges: how to prove the value of internal marketing operations.

RightSpend, the pioneering marketing data platform for procurement, has partnered with InnerGroup, specialist in-house agency consultants, to deliver a comprehensive solution that transforms how companies invest in their internal marketing engine.

The partnership combines RightSpend’s global benchmarking data with InnerGroup’s proprietary Inner8 assessment framework to give marketing leaders unprecedented visibility into their in-house operational performance.

For the first time, companies can systematically measure and optimise the people, processes, and platforms that drive their marketing results.

The partnership addresses a critical gap in the marketing ecosystem.

While media investments benefit from increasingly sophisticated performance evaluation tools, internal marketing operations have lacked a systematic framework for measuring value and driving improvement. This collaboration changes that dynamic entirely.

RightSpend’s SaaS platform delivers immediate insight into what’s fair, competitive, and achievable by analysing scopes and agency costs against an anonymized, aggregated global dataset.

InnerGroup then applies its Inner8 assessment model to diagnose inefficiencies in process, structure, and tooling before delivering transformation through its advisory practice and offshore Mediaferry AI-enabled creative production platform.

The new partnership says that clients can expect to make savings and gain efficiency on the In-House marketing activities and overall marketing budgets for reinvestment while simultaneously increasing speed to market through improved creative workflows.

This dual benefit enables in-house agencies to attribute spending to outcomes more accurately and deliver on both performance and procurement objectives.

“This opens the possibility of proactive procurement by shifting the conversation from how to divest to where to invest,” said Iain Seers, CEO of RightSpend. “The real value opportunity comes when we combine our clarity on scopes, pricing and performance with InnerGroup’s perspective, systems, and talent to design more effective internal operations.”

The partnership represents a significant evolution in marketing procurement. By establishing a common language of value, the collaboration bridges the traditional divide between marketing and procurement teams.

Marketing leaders gain the tools to manage operations with inherent financial discipline, while procurement professionals can step back from micromanagement, confident that efficiency is built into the system.

“We’re out to help clients react, and adapt smarter, and faster,” said Fred Schuster, CEO of InnerGroup. “So, we’re giving them the most accurate, up-to-date view of spending and effectiveness in critical performance areas with the capability to scale what works, fix what doesn’t, and free up teams to accomplish more.”

This approach transforms the procurement conversation from cost-cutting to strategic investment. Rather than focusing solely on reducing expenses, companies can identify where additional investment will drive the greatest returns.

The framework enables marketing teams to move faster and more effectively while maintaining the financial rigor that procurement demands.

The timing couldn’t be more critical. As marketing budgets continue to face scrutiny and teams are constantly asked to do more with less, the need for operational excellence has never been greater.

This partnership provides the roadmap for companies ready to unlock the full potential of their marketing operations.

If you would like more information about the partnership contact RightSpend directly