Seven Easy Steps to Outsourcing Advertising and Marketing Production
2. Discovery—Client and Provider Implementation and Production Teams
- Discuss data collection results.
- Share additional detail on SLAs, workflow, best practices, etc.
- Review pilot plan and schedule follow-up calls with required resources.
At this stage, you'll review together the information you provided to answer questions and clarify. It is also your opportunity to be very specific on your expectations. Maybe your team has turn times of four to six days for microsite design but you want to achieve one- or two-day turn times. Make this very clear.
Discuss whether the provider needs to use your existing workflow or can provide a separate workflow. Understand the differences and benefits to each approach. You also want to get more detail on how a pilot program will work and agree on how it will be evaluated.
Just as in the data collection phase, you will need to have your resources available to work with the provider. Many companies designate an internal champion who is incented to contribute to the transition and given the authority to coordinate with the internal team at all levels.
3. Workflow Discussion—Provider Implementation, Technology and Production Teams
- Discuss project assumptions, schedule, risks and constraints.
- Involve appropriate team members on both sides to configure workflow and communication tools.
It might be easiest for you if your provider integrates to your existing workflow, but you will have to contribute training and access to the system. If you are adopting a proprietary or third-party workflow from your provider, the reverse is true and detailed training methodology should be supplied. Discuss any costs involved on either side. You may find that a Software-as-a-Service or cloud approach from the provider means that you don't have to invest in technology and may benefit from best practices established across many clients.
Beyond workflow, at this time, you want to agree on reporting. Determine the metrics you will use to measure the provider. Typically, you will want to see turn times, costs, quality, escalations and the like. Make sure you understand the communication plan and have a full list of contacts. If there is an issue, you want to know who your team should contact and the escalation process.