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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Transcript

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