Moving Out: Outsourcing is Here to StayWritten by George Schildge
In today’s climate of business, CEOs and executives are cautiously optimistic about economy and their company’s future growth. They realize that they still need to market to drive profitable growth and increase company’s value, but financial strings are being tightened. However, there is a clear growing trend for companies, regardless of size and industry, to outsource (or a term used not to long ago sub-contracting) an element of their business. Why does this trend continue to grow, and how do executives assess their needs? Outsourcing is not a passing fad, but clearly a paradigm shift that can change a business model for better.Outsourcing involves use of resources outside of organization to perform specific tasks required for business. However, there are a variety of ways to use these resources, including business process outsourcing and co-sourcing. Business process outsourcing involves selling off one part of business to create positive cash flow and probable gains in productivity and quality. Co-sourcing involves retaining part of service in-house, and off-loading or outsourcing a portion to a third party partner. This is one we will discuss, and in our case marketing function. Companies often forget to ask basic question: What business are we in? Too often need to perform various functions and to keep a business running does not allow management to step back and ask this question. The answer should bring management to fundamental product/service that generates revenue for this company. In book “Living on Fault Line” (HarperCollins, 2000) by Geoffrey Moore, described an outsourcing concept. He says, all employees should be focused on core activities--that is, things that contribute to company's competitive advantage and increase shareholder value. The opposite of core is context--activities that do not contribute to competitive advantage. Context activities should be outsourced. For example, your head of marketing was hired to develop and coordinate strategies, direct tactics and their implementation, to generate more sales leads by new customers, while maximizing loyalty and profitability of current customers. That is her “Core” function. However, over time she has developed a talent for public relations and as a result has become Communication Manager of company. She edits company web page, makes changes, etc. These responsibilities (those of PR Manager) can be described as “Context.” This is how most companies handle “Context” with respect to positioning, messaging, and public relations, three tasks for marketing. A similar example could be used for any marketing tasks. It is not their core responsibility and yet, they take it on. The problem with “Context” is that it often takes on a life of its own and begins to obscure what “Core” should be. The example above was selected because it represents what actually happens for most small to midsized companies. What management needs to consider is effect that “Context” has on productivity, return-on-sales, ROI and general operation of business.
| | Explode Your Sales With Free & Exclusive ContentWritten by Isaiah Hull
You may use this article for reprint if it remains unaltered and includes author information and resource box. - Isaiah HullExplode Your Sales With Free & Exclusive Content Offering free and exclusive content to ezine publishers and webmasters is one of best ways you can increase exposure for your products and services. There are several effective methods you can use to employ this marketing tactic and subsequently boost your sales. I personally suggest exploring following two methods to increase your exposure: 1. Create exclusive content for websites and ezines. If you have worked to build a website or to promote a product, take your experience and package it into a coherent article that explains specific problems you have encountered and how you overcame them. If you can, design it as a pdf file; make it look professional. Include a five-line personal bio at bottom of your article with URL to your website or product. If you put time into your article and give good advice, people will want to follow link in your resource box back to your website. Once you have finished creating your product, search google for webmasters of high-traffic member sites and ezine publishers. Compile a list of prospective distributers who might accept your article--and then email them individually with an offer to "create exclusive content" for their newsletters. You can include first article as a sample of your writing. Wait for replies and do not make too many offers. Remember: you will have to create exclusive articles for each ezine publisher and webmaster that you mutually contract with. Look for bigger, opt-in mailing list ezines and good-quality small ezines. Also try to get some advertisement for your business out of deal, other than your resource box. Some publishers will agree to run free ads in exchange for free exclusive content. Some webmasters might include your banner or classified ad for free. If you follow these directions carefully and create meaningful content that you would be proud to see your name on, you will undoubtedly see a boost in sales when your articles are distributed.
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