Start with ownership
List the decisions, deliverables, and recurring work that need an owner. If the gap spans strategy, ecommerce operations, campaigns, and site improvements, buying one isolated service may leave the coordination problem unsolved.
When a specialist agency fits
A specialist can be useful when the scope is narrow and your team can coordinate the surrounding work. For example, a defined paid search campaign needs someone internally to own product margins, lead follow-up, and landing-page priorities.
When an in-house hire fits
An employee can build deep institutional knowledge and provide daily availability. Consider the range of skills required, the support the role will need, and whether one person can reasonably own both planning and delivery.
When a Digital Growth Team fits
A fractional team can bring several capabilities into a shared plan. Clarify who will actually do the work, how much capacity is included, what remains with your team, and how priorities change.
Questions to ask before choosing
Who owns the roadmap? Who implements it? What is included? How are requests prioritized? How will you evaluate progress? Ask each provider to explain the handoffs, not just the deliverables.