Outsourcing When You Need To

Scott Kaufmann | Lucid Agency

Back in the Black: April 28 – 29, 2011

Outsourcing

Outsourcing (Aka “Partnering”)

Is a risk.

Takes expertise.

Takes trust.

Can be or

In House Digital Team

Outsourced Digital Team

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

How to Find a Partner

• Ask your clients

• Ask your employees

• Rankings & News

• LinkedIn Connections

• Do a search in Google (do they come up)?

• Who have you pitched against? (and lost to)

How to Evaluate a Partner• Talk to a few of their current clients

– Ask about relationship (positives and negatives)

– Ask about specific results achieved

• Track down a past client– Ask why they aren’t a current client– Ask about their experience

• Ask to see a sample report• Talk to a few of their employees• Read their blog to understand their perspective• Ask their pitch “win” ratio

How to Evaluate a Partner• Establish industry and thought leadership

expertise:– Find out what events they have spoken at– Read case studies – Check out portfolio

• Talk about how billing works with partners – are you comfortable with this method?

• Ask about other partnerships they’ve had…talk to one or more other partners.

Tip Toe In

1. Try a partnership with a single client at first

2. Do a small, no-risk, client with an isolated project

3. Give it a “fair shake”

4. Measure results

5. Talk to your employees about their experience

6. Evaluate if it’s a natural fit

7. Evaluate if they are being candid and open with your team

8. Evaluate how they are managing the communication with your client and your account team

9. Evaluate if it helped or hurt (overall)

Ongoing

1. Always have candid conversation

2. Have your account team meet with the partner account team at least quarterly to discuss client accounts and develop strategy

• The digital partner can be an extension of your account team if the relationship is managed like this.

3. Schedule “owner to owner” meetings quarterly• Discuss partnership• Open ideas for improvement• New business sharing & client opportunities

Summary

1. Outsourcing/Partnering for digital (or any) specific marketing need can be great, or painful

2. Evaluate your organization, and your needs

3. If you want to try it, do your homework before choosing a partner

4. Evaluate ongoing and grow partnership to for dual party client, revenue and profit growth

Contact Info

Scott Kaufmannemail: scott@lucidagency.com

phone: 480.219.7257x110

web: www.lucidagency.com

Lucid Agency51 W. 3rd St., Suite E101Tempe, AZ 85281

I like phone calls and emails.

(good ones at least)

I like phone calls and emails.

(good ones at least)