However, there’s a larger question to outsourcing than simply time and money. The bigger issue is in outsourcing core competencies. I’ve seen this all too often; companies deciding to sub out certain sales and marketing functions in the hopes of raising profits by reducing the associated overhead. That may look good on paper at first, but beware – doing so will negatively affect an organization’s bottom line faster than just about anything.

Case in point: I’ve seen many BtoB companies hire an outside telemarketing firm to make calls with the intention of securing initial meetings for the right sales folks. While that sounds like a better way to free up some of the staff’s time, reality tells us that internal sales people are far better suited to perform this task. The good ones know the company’s product lines and markets inside and out as well as the right questions to ask to get to the first meeting, let alone a follow up one.

Another more recent example is how many firms outsource the content development and management of its social media presence. It might be a good idea to get some help on the technical and strategic aspects of launching such an initiative, but the actual writing should be handled internally. It’s much more authentic, relevant and effective when done this way.
Regardless, companies should not be so concerned about time and money when outsourcing marketing initiatives, but rather what is better suited to be done by internal staff who understands in the “in’s and out’s” of the organization, its customers and industries. Maintaining credibility is of significant and direct financial value for any business.