Outsourced CMO Eddie Reeves says, “The businesses that will be successful as this confusion grows will be those who proactively build into their structure, function, and culture an overt bias towards multidisciplinary execution. By bringing to bear seasoned professionals from outside their organisations who offer deep levels of proven expertise across a wide expanse of sectors and industries, they can more quickly and efficiently realise significant, profitable growth.”
For the single location owner-managed agency this is a tricky proposition to fulfil.
So rather than seeing ‘in-sourcing’ as a threat, our partners are exploring the opportunities it can bring to get closer to their clients. We hear of clients looking to ‘in-source’ design, which is forcing some partners to look at new models to help get closer to their business, including working from their offices. While bigger organisations like Microsoft are ‘in-housing’ specific marketing activities driving the model to a more consultative approach from pure executions, where there is, in fact, higher profitability.
On the flip side, we hear far more instances of partner-marketing as a complete outsourced service, which could provide substantially increased revenue opportunities for a highly collaborative organisation like BBN.