Herding Contractors: Why “Frankenstein Marketing” Fails

By Kristin Oelke, Managing Director, Growth Services, Brightrose Ventures, and author of Trust: Unlocking B2B Growth in Today’s AI World

We’ve all seen it: a business hires a designer here, a copywriter there, maybe a HubSpot freelancer on Upwork, and a part-time demand-gen consultant to glue it all together. On paper, you’ve assembled your dream team. In reality? You’ve got Frankenstein marketing - stitched together but not exactly alive.

The problem isn’t that contractors aren’t talented. Many are amazing. The problem is lack of alignment. Each freelancer is doing their piece, but who’s actually holding the GTM plan together?

A Gartner’ recent CMO Spend Survey revealed that nearly 60% of marketing leaders cite integration across channels as their #1 challenge. And it makes sense: when you’ve got six different contractors, you’ve got six different playbooks. The result? A patchwork of disconnected campaigns that don’t add up to pipeline.

Here’s the kicker: a unified GTM strategy doesn’t come from “more hands.” It comes from a team working off one plan, one set of goals, and one accountable process.

That’s exactly why Brightrose Growth Services built a model that goes beyond “rent-a-talent.” Our Marketing Transformation Growth Assessment gives small and mid-market tech companies a unified, actionable roadmap - one you can execute yourself, or plug in our integrated fractional team to make it happen.

Stop herding contractors. Start scaling with clarity.