To outsource or not to outsource martech, that is the question. Marketers often find themselves wearing many hats, performing tasks that range all the way from content development to paid advertising campaigns. It’s a constant game of balance where marketers stack their responsibilities on each side of the scale to see exactly what takes priority at any given time. One of the demands that often monopolizes the attention of marketers is martech.
In our digitally driven world, no company can truly compete without martech. But, the question that often arises is whether martech should be implemented internally or outsourced. Below are five reasons that outsourcing martech makes the most sense.
Outsourced martech is cost effective.
Decisions are rarely made without a cost analysis—that’s just smart business. When it comes to martech, decision makers often see the price tag without understanding what lies beneath. Outsourced martech does come with a financial investment. However, the reliance on outsourced martech frees your internal marketing teams from rote tasks to focus on more substantial demands, such as campaigns. If you’ve gone to the trouble of building a team of talented marketers, let them do what they do best instead of weighing them down with tasks that divert their attention from more beneficial projects.
Con: The initial investment can sometimes cause difficulties when attempting to get executive buy-in. But, when you crunch the numbers, outsourced martech will lead to greater productivity. When you are able to execute more timely and effective campaigns, reaching a wider audience and providing an improved customer experience, you will actually save money.
Outsourced martech enables an improved customer experience.
In the modern world of multiple touchpoints, social interactions, and channel management, the customer experience reigns supreme. According to SuperOffice, 73% of buyers state that customer experience is an “important factor in purchasing decisions,” while another 65% cite that a positive experience is “more influential than great advertising.” Outsourcing your martech stack allows you to provide an exceptional customer experience.
Con: Even with the best outsourced martech, it’s essential that your internal employees are appropriately trained on effective customer service methods.
Outsourced martech takes the guesswork out of hiring.
Companies can spend hundreds of thousands of dollars building the right team. Glassdoor reports that the average U.S. company spends approximately $4,000 dollars per hire and 24 days to bring on a new employee. In addition, significant internal efforts are exerted to post jobs, screen candidates, conduct interviews, manage prospects, and make final hiring decisions. If a candidate is not a good fit, your efforts and investment result in a loss. Outsourcing your martech eliminates the need to attract the right talent because you will already have access to a community of specialists. Companies who specialize in outsourced martech are experts in their field.
Con: Even with on-demand experts on hand, internal efforts are still needed to ensure the success of your outsourced martech. Ultimately, it is up to you to outline your goals and objectives while working collaboratively to determine what you need for your martech solution.
Outsourcing martech allows you to leverage changes in digital marketing trends.
What is driving the most sales? Which trend is successful in drawing your audience to your brand? These are questions that are constantly at the forefront of marketers’ minds. With outsourced martech, you can leverage the knowledge of your aforementioned experts to ensure you are driving your goals with the latest in digital marketing trends.
Con: Similar to the issue that arises with on-demand experts, internal teams will still need to ensure they are indicating how to best align trends with campaign goals.
Outsourced martech provides access to the latest tech.
Digital transformation constantly has marketers on their toes, seeking the newest, most efficient marketing tools. With outsourced martech, you can leverage the latest tech more quickly, giving you an edge over your competitors. When companies adopt new technology, extensive testing and infrastructure preparation is needed before the new tools can be leveraged. With outsourcing, that prep work is completed without needing to engage your internal resources.
Con: Leveraging the latest sometimes means early adoption, which can seem a little daunting. But with outsourced martech, risk is limited because external firms have already tested and evaluated the technology.
Interested in learning more about outsourced martech? Let’s have a conversation.