Marketing database building and data management is critical. No doubt about it. However it is one of those activities that can be outsourced or done elsewhere provided ofcourse you have located a vendor who does the job just as well if not better than you can in-house.  From speaking to a number of marketing professionals we understand that outsourcing inside sales may require some more thought from case to case. With inside sales it involves a third party vendor being in direct contact with your customer and representing your company. A number of marketers we have spoken to have mentioned that is something they would like to keep a closer tab over and it makes more sense for them to keep that activity in house which is perfectly understandable. With database building and management however the evaluation criteria is simpler and assuming it can be outsourced at a cost lower than what you would incur internally, the only question that remains is that of quality and reliability of your vendor. So when you are looking to outsource your lead data management:

• Evaluate a number of vendors and select the one that delivers the best value. Dont base it completely on cost because quality of your data is directly releated to the results you can generate from it. 
• Try out a smaller project or insist on sampling the services even if it is paid. Its better to start off with a smaller project which gives you a chance to evaluate especially when you have a larger requirement or you are looking for a long term relationship with your vendor. 
• Be very specific about your data requirements while conveying them to your vendor so as to avoid disappointment later. If you run email campaigns extensiely on your data make sure they understand that email ids are critical for you. If you run direct mail campaigns ensure they know that accuracy of location and address details are very important. 
• Select a vendor you can rely on to deliver quality and reliability. In the end, if you are spending more time and resources with getting your vedor to deliver, then it defats the purpose of outsourcing to free up resources that can be better allocated somewhere else.

View Comments to “Why Outsourcing Marketing Database Building Makes Sense”

1. Gale Says:
   October 6th, 2008 at 7:15 am

   Good article!

2. Eli S Says:
   November 7th, 2008 at 11:56 am

   Definitely a great option for many organizations because building up a database can be very time consuming. I think that inside sales are almost always better kept in house, though, for the reasons mentioned above. It's hard enough to get an employee to represent a company appropriately, much less an outsourced contractor who doesn't work for the business directly.

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