IN- HOUSE DIGITAL EXPERIENCE VS. OUTSOURCING	

orlNNIE	
   OUTIE	
  
.	
  
@ trump29	
  
Did you
redesign
internally or
use an
external
agency?	

Survey of 164 in-house marketers
This presentation is full of generalizations. Your situation may
be entirely different (though it probably isn’t).
“All ge...
n idea is always a generalization,
and generalization is a property of
thinking.
To generalize means to think.
-Georg Wilh...
trengthsS	
  
In-house
•  Cost per hour	

•  Strong business understanding	

•  Design shepherding	

•  Ability to change directive
Outsourced
•  Up on trends and innovations	

•  Built for speed	

•  Attractive to strong talent	

•  Not as subject to en...
is not which to choose,
but how to balance the
relationship.
T	
  he real question
Implementation Shops
Strategic Partners
Move toward a
single supplier for
any one item, on a
long-term
relationship of loyalty
and trust. -W. Edwards Deming
-W. Edwards Deming
The result of long-
term relationships is
better and better
quality and lower
and lower cost.
hese may make theT	
  decision for you
COMPANY SIZE	

Small companies will benefit from outsourcing,where large
companies have an opportunity to hire internal tea...
TEAMAVAILABILITY	

Digital team demands tend not to be consistent.Even large
in-house teams will have overflow.
“All genera...
RECRUITINGAPPEAL	

Many in-house corporations don’t have the cool factor to
recruit top talent at reasonable cost.
“We don...
TURNOVER	

High turnover eliminates much of the value of having internal
teams handling your digital experience.
“All gene...
Fast Good
Cheap
Pay for
quality
Low
priority
Low
quality
Pick two:
astF	
  
•  Are there internal politics that will slow internal
teams?	

•  Is there high user or business complexity that will
req...
heapC	
  
•  Is the need consistent?	

•  What is more important? Cost per man-hour or cost
predictability?	

•  Is niche expertise ...
oodG	
  
•  Is the product customer-facing?	

•  Does your company have the“cool-factor”to attract
top talent?	

•  Is this a long-...
Fast Good
Cheap
Pay for
quality
Low
priority
Low
quality
Pick two:	

 Strategic
Partner
Hire upImplementation
Shops
Speedtomarket	

Budget	

Desireforquality	

•  This project is the business’s main source of revenue
HIGH VISIBILITY	

LOW VISIBLITY	

HIGHUSERCOMPLEXITY	

LOWUSERCOMPLEXITY	

STRATEGIC PARTNER	

OUTSOURCE	

IMPLEMENTATION
...
Speedtomarket	

Budget	

Desireforquality	

•  We’re behind, and it’s hurting us
HIGH VISIBILITY	

LOW VISIBLITY	

HIGHUSERCOMPLEXITY	

LOWUSERCOMPLEXITY	

STRATEGIC PARTNER	

OUTSOURCE	

IMPLEMENTATION
...
Speedtomarket	

Budget	

Desireforquality	

•  We have moderate turnover and recruiting struggles
HIGH VISIBILITY	

LOW VISIBLITY	

HIGHUSERCOMPLEXITY	

LOWUSERCOMPLEXITY	

STRATEGIC PARTNER	

OUTSOURCE	

IMPLEMENTATION
...
ips for
partnershipsT	
  
•  Don’t choose… partner	

•  Also outsource bad news	

•  Outsource your weaknesses	

•  Find a partner locally	

•  Limi...
•  Don’t rely on reports	

•  Bring content owners in-house	

•  Core business should be created
internally	

•  Use desig...
AKE TRUEMPER	
  J	

@ trump29	
   -- truemper@ gmail.com	
  
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"Innie" or "Outie" In-house Digital Experience vs. Outsourcing

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Is it better to have an “innie” or an “outie?” For belly buttons the answer is clearly an innie (sorry, but you shouldn’t have picked at it). For your digital customer experience the question is far more difficult to answer. This session will dive into the considerations for deciding whether a digital experience should be handled internally or outsourced, and how to effectively communicate a winning strategy to your boss.

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"Innie" or "Outie" In-house Digital Experience vs. Outsourcing

  1. 1. IN- HOUSE DIGITAL EXPERIENCE VS. OUTSOURCING orlNNIE   OUTIE   .   @ trump29  
  2. 2. Did you redesign internally or use an external agency? Survey of 164 in-house marketers
  3. 3. This presentation is full of generalizations. Your situation may be entirely different (though it probably isn’t). “All generalizations are false, including this one.” –Mark Twain WARNING
  4. 4. n idea is always a generalization, and generalization is a property of thinking. To generalize means to think. -Georg Wilhelm Friedrich Hegel A  
  5. 5. trengthsS  
  6. 6. In-house •  Cost per hour •  Strong business understanding •  Design shepherding •  Ability to change directive
  7. 7. Outsourced •  Up on trends and innovations •  Built for speed •  Attractive to strong talent •  Not as subject to entrenchment •  Ability to house niche skillsets
  8. 8. is not which to choose, but how to balance the relationship. T  he real question
  9. 9. Implementation Shops
  10. 10. Strategic Partners
  11. 11. Move toward a single supplier for any one item, on a long-term relationship of loyalty and trust. -W. Edwards Deming
  12. 12. -W. Edwards Deming The result of long- term relationships is better and better quality and lower and lower cost.
  13. 13. hese may make theT  decision for you
  14. 14. COMPANY SIZE Small companies will benefit from outsourcing,where large companies have an opportunity to hire internal teams. “All generalizations are false, including this one.” –Mark Twain
  15. 15. TEAMAVAILABILITY Digital team demands tend not to be consistent.Even large in-house teams will have overflow. “All generalizations are false, including this one.” –Mark Twain
  16. 16. RECRUITINGAPPEAL Many in-house corporations don’t have the cool factor to recruit top talent at reasonable cost. “We don’t need your money, money, money. We just wanna make the world dance.” –Jessie J, Millennial
  17. 17. TURNOVER High turnover eliminates much of the value of having internal teams handling your digital experience. “All generalizations are false, including this one.” –Mark Twain
  18. 18. Fast Good Cheap Pay for quality Low priority Low quality Pick two:
  19. 19. astF  
  20. 20. •  Are there internal politics that will slow internal teams? •  Is there high user or business complexity that will require longer ramp-up time for an external team? FAST
  21. 21. heapC  
  22. 22. •  Is the need consistent? •  What is more important? Cost per man-hour or cost predictability? •  Is niche expertise required that would require training of internal resources? CHEAP
  23. 23. oodG  
  24. 24. •  Is the product customer-facing? •  Does your company have the“cool-factor”to attract top talent? •  Is this a long-term initiative (e.g.a product that is intended to continuously evolve)? GOOD
  25. 25. Fast Good Cheap Pay for quality Low priority Low quality Pick two: Strategic Partner Hire upImplementation Shops
  26. 26. Speedtomarket Budget Desireforquality •  This project is the business’s main source of revenue
  27. 27. HIGH VISIBILITY LOW VISIBLITY HIGHUSERCOMPLEXITY LOWUSERCOMPLEXITY STRATEGIC PARTNER OUTSOURCE IMPLEMENTATION SHOPS IN-HOUSE
  28. 28. Speedtomarket Budget Desireforquality •  We’re behind, and it’s hurting us
  29. 29. HIGH VISIBILITY LOW VISIBLITY HIGHUSERCOMPLEXITY LOWUSERCOMPLEXITY STRATEGIC PARTNER OUTSOURCE IMPLEMENTATION SHOPS IN-HOUSE
  30. 30. Speedtomarket Budget Desireforquality •  We have moderate turnover and recruiting struggles
  31. 31. HIGH VISIBILITY LOW VISIBLITY HIGHUSERCOMPLEXITY LOWUSERCOMPLEXITY STRATEGIC PARTNER OUTSOURCE IMPLEMENTATION SHOPS IN-HOUSE
  32. 32. ips for partnershipsT  
  33. 33. •  Don’t choose… partner •  Also outsource bad news •  Outsource your weaknesses •  Find a partner locally •  Limit the number of partners •  Choose a partner with scale who can implement end-to-end
  34. 34. •  Don’t rely on reports •  Bring content owners in-house •  Core business should be created internally •  Use design reviews and workshops to combat entrenchment
  35. 35. AKE TRUEMPER  J @ trump29   -- truemper@ gmail.com  

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