Influencer Agency: Why Cash Flow Decides In-House vs Outsourced

Molly Savage, Director of Marketing at Boba Bam and CPG consultant, lays out a practical framework for scaling an influencer marketing team without burning out a small internal crew.

Her core argument: internal stakeholders must own goal-setting and decide what metrics matter, but execution at scale, especially recruiting and managing hundreds of creators, is too time-consuming for one or two people to handle alone. Molly identifies three legitimate paths for filling that gap: hiring a dedicated internal resource, leaning on an influencer agency, or bringing in a platform or freelancer to consolidate the workload. She makes a point most marketers avoid saying out loud, that cash flow is the actual variable determining which approach is right, and that there is no universally correct answer, only the right fit for where a company sits in its lifecycle. If your team is already stretched thin and influencer volume is growing, this video gives you a clear decision framework for figuring out exactly when and how to get external help.