BITB -- Outsourcing


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

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BITB -- Outsourcing

  1. 1. Outsourcing When You Need To Scott Kaufmann | Lucid Agency Back in the Black: April 28 – 29, 2011
  2. 2. Outsourcing
  3. 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. 4. In House Digital Team
  5. 5. Outsourced Digital Team
  6. 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. 7. How to Find a Partner <ul><li>Ask your clients </li></ul><ul><li>Ask your employees </li></ul><ul><li>Rankings & 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. 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. 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. 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. 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 & client opportunities </li></ul></ul></ul>
  12. 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. 13. Contact Info <ul><li>Scott Kaufmann email: [email_address] </li></ul><ul><li>phone: 480.219.7257x110 </li></ul><ul><li>web: </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 )