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BITB -- Outsourcing
BITB -- Outsourcing
BITB -- Outsourcing
BITB -- Outsourcing
BITB -- Outsourcing
BITB -- Outsourcing
BITB -- Outsourcing
BITB -- Outsourcing
BITB -- Outsourcing
BITB -- Outsourcing
BITB -- Outsourcing
BITB -- Outsourcing
BITB -- Outsourcing
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BITB -- Outsourcing

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Scott Kaufmann's presentation at agencyside's 'Back in the Black' account team training.

Scott Kaufmann's presentation at agencyside's 'Back in the Black' account team training.

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  • 1. Outsourcing When You Need To Scott Kaufmann | Lucid Agency Back in the Black: April 28 – 29, 2011
  • 2. Outsourcing
  • 3. Outsourcing (Aka “Partnering”) <ul><li>Is a risk. </li></ul><ul><li>Takes expertise. </li></ul><ul><li>Takes trust. </li></ul><ul><li>Can be or </li></ul>
  • 4. In House Digital Team
  • 5. Outsourced Digital Team
  • 6. Evaluate Your Position I have capital to build a team I do not have the capital to build a team I want to stay focused on my core business I want to build a digital agency practice I would like the opportunity to get more new clients faster I’d prefer to focus on growing revenue with each of my current clients Outsourcing Digital Outsourcing Digital
  • 7. How to Find a Partner <ul><li>Ask your clients </li></ul><ul><li>Ask your employees </li></ul><ul><li>Rankings &amp; News </li></ul><ul><li>LinkedIn Connections </li></ul><ul><li>Do a search in Google (do they come up)? </li></ul><ul><li>Who have you pitched against? (and lost to) </li></ul>
  • 8. How to Evaluate a Partner <ul><li>Talk to a few of their current clients </li></ul><ul><ul><li>Ask about relationship (positives and negatives) </li></ul></ul><ul><ul><li>Ask about specific results achieved </li></ul></ul><ul><li>Track down a past client </li></ul><ul><ul><li>Ask why they aren’t a current client </li></ul></ul><ul><ul><li>Ask about their experience </li></ul></ul><ul><li>Ask to see a sample report </li></ul><ul><li>Talk to a few of their employees </li></ul><ul><li>Read their blog to understand their perspective </li></ul><ul><li>Ask their pitch “win” ratio </li></ul>
  • 9. How to Evaluate a Partner <ul><li>Establish industry and thought leadership expertise: </li></ul><ul><ul><li>Find out what events they have spoken at </li></ul></ul><ul><ul><li>Read case studies </li></ul></ul><ul><ul><li>Check out portfolio </li></ul></ul><ul><li>Talk about how billing works with partners – are you comfortable with this method? </li></ul><ul><li>Ask about other partnerships they’ve had…talk to one or more other partners. </li></ul>
  • 10. Tip Toe In <ul><li>Try a partnership with a single client at first </li></ul><ul><li>Do a small, no-risk, client with an isolated project </li></ul><ul><li>Give it a “fair shake” </li></ul><ul><li>Measure results </li></ul><ul><li>Talk to your employees about their experience </li></ul><ul><li>Evaluate if it’s a natural fit </li></ul><ul><li>Evaluate if they are being candid and open with your team </li></ul><ul><li>Evaluate how they are managing the communication with your client and your account team </li></ul><ul><li>Evaluate if it helped or hurt (overall) </li></ul>
  • 11. Ongoing <ul><li>Always have candid conversation </li></ul><ul><li>Have your account team meet with the partner account team at least quarterly to discuss client accounts and develop strategy </li></ul><ul><ul><ul><li>The digital partner can be an extension of your account team if the relationship is managed like this. </li></ul></ul></ul><ul><li>Schedule “owner to owner” meetings quarterly </li></ul><ul><ul><ul><li>Discuss partnership </li></ul></ul></ul><ul><ul><ul><li>Open ideas for improvement </li></ul></ul></ul><ul><ul><ul><li>New business sharing &amp; client opportunities </li></ul></ul></ul>
  • 12. Summary <ul><li>Outsourcing/Partnering for digital (or any) specific marketing need can be great, or painful </li></ul><ul><li>Evaluate your organization, and your needs </li></ul><ul><li>If you want to try it, do your homework before choosing a partner </li></ul><ul><li>Evaluate ongoing and grow partnership to for dual party client, revenue and profit growth </li></ul>
  • 13. Contact Info <ul><li>Scott Kaufmann email: [email_address] </li></ul><ul><li>phone: 480.219.7257x110 </li></ul><ul><li>web: www.lucidagency.com </li></ul>Lucid Agency 51 W. 3 rd St., Suite E101 Tempe, AZ 85281 I like phone calls and emails . (g ood ones at least )

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