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Outsourcing Your Marketing Services

Posted by: Rod Kurtz on May 14, 2008

Have you ever considered outsourcing some, or even all, of your marketing? Doing so can help you achieve your business goals if you don’t have a marketing department, or it can give you more hands and fresh ideas if you do. Here are some benefits to consider:

• Fill skill gaps. Since media is increasingly fragmented, communications programs are more complicated. You can’t be an expert in every medium and understand the needs of each of your target audiences if your products are sold across vertical industries or have key purchase influencers from several departments.

• Reduce overhead. You don’t need to hire an individual or team for a specific program. Just outsource an expert. That way you don’t bear the hidden costs of recruiting, training, furnishing an office, and employee benefits. Salary is just a fraction of employment costs.

• Eliminate bias and leverage a broader, different perspective. Outsourcing eliminates the "We’ve always done it this way" mentality. You can access the strategic thinking and creative expertise of a marketing professional free of internal political baggage.

• Improve your focus. Outsourcing helps you to focus on the core competencies of your business. Talk to your customers or your sales team. You can then provide strategic, insightful direction and play to your strength. You’ll help to reduce your risks and maximize the return on investment in your marketing programs with input from the front line.

• Jump-start your marketing instantly. Outsourcing gives you access to experienced marketing professionals who can quickly develop plans and campaigns on the tightest of schedules. You can just say "Run with it" and start focusing on the crush of your other competing priorities.

Colleen Edwards
President and CEO
The PowerMark Group
San Juan Capistrano, Calif.

Reader Comments

Nancy Suchoff

May 15, 2008 9:21 PM

Well said. As a Creative Concierge® I have long understood the need for entrepreneurs to rely on a marketing strategist to give them a broader perspective and a deeper well of resources than they could do on their own. Why some dentists design their own advertising or plumbers their own websites has always mystified me. I would never drill my own teeth or replace my home’s plumbing.

Nancy Suchoff
Snap Creative Group
Boca Raton FL

Chris Denny

August 1, 2008 12:08 PM

Fantastic points. We are an outsourced marketing department for small businesses.

I think it's the "run with it" factor our clients like most. That, and the fact that for the cost of a part time or "newbee" employee, they get a complete and professional marketing department.

Chris Denny
Lead Optimize Outsourced Marketing
Houston, TX

Chad J Myers

February 26, 2009 8:57 PM

All great points about Outsourced Marketing. Three Hats Marketing operates as an Outsourced Marketing Director and we specialize in providing a business approach to managing your marketing. We seem to get the most response to the "Eliminate bias and leverage a broader, different perspective" area. Often times Marketing Directors are sucked into the political chaos and internal misdirection created by other influencers. Outsourcing your Marketing Director's position can allow your company to gain clarity and focus.


June 4, 2009 3:12 AM

Well said Colleen. Outsourced marketing is even more relevant in today's troubled times. Market Access Cosnulting is a Bangalore based company providing marketing services to small and emerging companies.

Abha Saxena
Market Access Consulting


July 16, 2009 3:36 PM

In the past year the practice of outsourcing marketing assignments has gained even greater relevance - particularly in the SMB space. Increasingly companies are recognizing the advantages of engaging experts for specific projects with well determined objectives and manageable investment. One point I would add to Colleen's fine article is the matter of 'control'. A major benefit of outsourcing is that the business maintains control of a project during all phases. This not only allows for needed revisions to be made during the course of a project but if necessary the entire process can be stopped. This permits a company to weigh results and costs in a totally different way than with internal resources who are often in the self-preservation game.

Vijay Menon

August 21, 2009 5:34 AM

All excellent points. Here's one more based on my personal experience as a consultant.

Outsourced CMOs are perhaps best engaged when new business is no longer coming through the personal contacts of the CEO and the heroics of the sales people. That is when a startup is open to conversations about putting money and effort behind branding, advertising, PR, influencer marketing, and creating pull--areas where the outsourced CMO can best offer value.

Vijay Menon

May 6, 2010 5:53 PM

Great Article! We completely agree and offer all the mentioned services at

Jay Siverly

August 5, 2010 1:19 AM

Information technology is an area in which there have been rapid changes over the past few decades. This is likely to continue for many decades to come. There will be many opportunities for employment in this field. Importantly, you should be embarking on a course of study in this field only if you believe that you will like doing that type of work.

Anna Rius

November 25, 2010 6:20 AM

Thanks for the article. I am an enterpreneur in Spain trying to convince companies to outsource marketing or even do marketing. This will give some more arguments.

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