Seven Easy Steps to Outsourcing Advertising and Marketing Production
Keep in mind, the employees who work in the pilot will be the ones who train additional resources added when higher volumes are turned over. The better the input they receive, the better the information they will share with others.
6. Ramp-Up—Provider Implementation and Production Teams
- Assess pilot results.
- Update documentation.
- Train resources in specific requirements.
- Capture increasing volumes according to desired schedule.
Now that all the systems, workflow, requirements and other aspects of the relationship have been established and tested during the pilot, greater volumes of ads and/or marketing materials are turned over to the provider. Any changes required to the output or other aspects of the relationship are implemented at this time. In our relationships, the transition is typically done in increments of 25% until we reach 100%, which is the go-live stage.
7. Go Live—Provider Implementation and Production Teams
- Participate in weekly quality assurance calls.
- Share satisfaction levels.
- Ask for adjustments as needed and review reports.
The relationship is in full swing and you move into a monitoring mode, collecting feedback from your team and passing it along. If you wait for a monthly meeting or provide input sporadically, you don't give the provider a chance to make quick adjustments. Your comments should be specific and, if at all possible, measurable. For example: "Five ads in the first week were not accepted by clients because instructions on logo placement were not followed" is actionable. However, "The sales team doesn't like the workflow" is not.
In all likelihood, as the relationship stabilizes, the number of meetings and conversations will become less frequent. With our clients, we find the conversations move from being tactical to strategic as they look to build on initial successes and expand the services we deliver for greater benefits.
What you can see from these seven easy steps is that the process is straightforward. Although quite a bit of work is done by the outsourcing provider, your responsibilities are vital: disclosing facts, sharing requirements and communicating early and often. The difference between successful and unsuccessful outsourcing partnerships is just that: partnership. When you outsource a process that is part of your revenue stream and is sold to clients' end customers, continual input and monitoring is essential. If you approach it with this perspective, your selected provider will deliver better service and your company will reap measurable benefits that may even exceed your expectations.