Should marketing be done in-house, or is it best outsourced? How should different parts be organized? These are the questions that a marketing leader often has to figure out. Opinions about whether in-house marketing or outsourcing is more beneficial seem to change from year to year.
News are often covering this, making it sound like the same brands alter every three years between putting their trust on in-housing and placing their confidence in complete outsourcing. One might ask if going from one end of the spectrum to the other is very wise?
Modern models of cooperation for the modern times
The cooperation models of the 2010s combine the best parts of outsourced and in-house solutions. Thanks to client demands, the future will see an increase in cooperation models that are somewhere between an outsourced expert and in-house employee. The client relationship will take its shape based on the needs of the client company, and the model will become a flexible part of their business.
This sets certain requirements both for the business models of agencies as well as the experts working there.
- A more consultative approach and a more extensive insight into the client’s business will be expected from the service provider.
- The role of T-shaped professionals will increase in relation to more conventional specialists.
- Contracts will become more flexible on-demand contracts, meaning that work will be better adjusted to real-time needs.
- Dialogue between experts and clients will become faster and move away from monthly or quarterly reporting and presentations alone.
- Consultation-based cooperation will increase in importance as people no longer just want someone to do the job – they also want to learn about the process.
In the future, lasting and profitable client relationships won’t be built on binding contracts. Rather, client satisfaction and results will drive client engagement, and the experts will be working together with the client to develop their business.
Ultimately, the logic is that the more benefit a client gets from the cooperation, the more likely they want to continue the cooperation. This benefits everyone.
New models in practice – valuable and necessary
For the past three years, we have been applying the above-described model. It was prompted by two things:
- Our frustration with conventional methods when dealing with agencies.
- We noticed that some North American companies were starting to adopt this model, and we anticipated that there will be a need for it worldwide.
We have received a lot of positive feedback from our clients, as the model has ensured that our expertise is conveniently at their disposal. In addition, the ease of starting and ending cooperation with us as well as our flexibility appeal to clients – it’s important that you can also put an end to cooperation if it doesn’t work. For us, this means that our work needs to be justified and business-driven and that we can’t lose our grip.