Getting past the “O” word

Funny thing. Marketers have been outsourcing stuff for years. But we never called it that. Instead, we just picked up the phone and rung up those nice (and creative!) folks at the agency. So recently, we’ve been thinking about what other marketing functions might be right to hand off to an outside partner and why. If you’re HP, you may have 400 people responsible for analyzing customer interactions and doing root-cause analysis. But if you’re a smaller player, it’s more likely that you can count the people in your company who handle these functions on one hand. One-handed functions like these are ripe for outsourcing. Functions that are outside of your company’s core competence should …