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How To Outsource Digital Responsibility Successfully


I recently wrote about a new trend, the outsourcing of the CMO (see here), and received several follow-up emails regarding the general challenge of outsourcing—specifically, when does it make sense (and when it doesn’t). Few individuals have experience making outsourcing decisions by the time they hit the C-suite. And yet, the decision regarding whether and when to outsource can have a significant impact on cost and the quality of outcomes. This becomes more challenging when considering outsourcing specialized skills such as digital responsibility.

According to Gartner, up to 50% of digital marketing activities are now being outsourced, as both large and small companies seek support for their marketing functions. However, there are still marketing leaders who believe nothing should be outsourced to an agency. This likely occurs because of a lack of experience in knowing when and how to outsource.

To shed more light on this decision, I sought insight from David Rodnitzky, CEO of digital marketing agency 3Q Digital. What follows are Rodnitzky’s insights.

Read full article at Forbes: How To Outsource Digital Responsibility Successfully

March 16, 2016 |

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