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MARKNADSFÖRING

En otroligt kort guide om att flytta marknadsföring offshore

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An incredibly brief guide on shifting marketing offshore

With the pandemic’s boon to virtual work, the viability of leveraging budget-friendly labor markets becomes more attractive. 

While product, IT, and support organizations have successfully done this for years, marketing has been slower to adopt, insisting that its creative essence can’t just be “lifted and shifted.”

But can it?

Läs nästa: What is digital transformation?

Context vs. skill

Before transitioning marketing tasks to new labor markets, it’s critical to understand what tasks must stay “close to home” and what can be done “away from home.” Making that determination comes down to context and skill.

Context represents the cultural, social, or business environment that must be deeply understood to do the work successfully. 

The higher the need for context, the more likely workers need to be immersed in that environment to be successful. The lower the need for context, the more likely the work can be done elsewhere without compromise. 

Contextual understanding is often lived rather than learned and isn’t acquired through training or certifications.

Consider these examples for writing:

  • Lower context. A description of a marketing event to be published on a registration page.
  • Higher context. A humorous marketing campaign in the U.K. requiring native English-speaking skills, a deep understanding of British culture, and a high degree of “cheek.”

In the high context example, if the campaign’s humorous tagline hinges on the word “nappy” but somehow “diaper” is used, the copy misses the mark. The writer’s immersion in, and familiarity with, British culture is critical as high-context work is subjective, with success having many possible approaches.

In contrast, writing the event description is more straightforward, requiring less context to hit the mark successfully.

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Now let’s understand the role of skill.

Skill is the level of expertise needed to perform work. The more difficult the work, the more skilled the worker. The easier the task, the more likely a less skilled worker can pick it up quickly and deliver it effectively. 

In contrast to contextual understanding, which is lived, skills can be learned and earned through education, training, certifications, or years of experience.

Consider these examples for websites:

  • Lower skill. Copying and pasting copy into a webpage using a basic webpage editor. 
  • Higher skill. Creating a custom web app requiring a deep understanding of Python. 

In the higher skill example, mastering Python requires dedicated time and learning to cultivate the expertise. On the other hand, copying and pasting text into a webpage can be done effectively with minutes of training. 

Highly skilled work is harder to shift around, while lower-skilled work is more transferrable.

Läs nästa: What is marketing work management and how do these platforms support agile marketing?

Putting it together

The intersection of context and skill determines the types of marketing tasks that can be successfully shifted across labor markets without impacting the quality of delivery.

The below diagram is illustrative.

1. Low context x low skill

If possible, this should be automated, removing humans from the equation. If automation isn’t feasible, this work is the best candidate to be done away from home in a lower-cost labor market using emerging talent. The low levels of context and skill required mean tasks can be picked up quickly and effectively. 

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Example. Resizing of digital assets.

2. High context x low skill

This work should be done close to home with emerging talent. 

While the skill required is lower, the tasks require a deeper contextual understanding of surroundings to achieve the success that cannot be sourced from anywhere.

Example. Social media monitoring and posting.

3. High context x high skill

This should be done close to home with highly skilled talent.

Since this type of work is the most intricate, it needs the highest degrees of skill and contextual understanding to be done effectively.

Exempel. Go-to-market strategy creation.

4. Low context x high skill

These tasks are a hybrid of close to home och away from home talent.

It may involve a close to home resource with more contextual understanding working in tandem with away from home resources who help deliver the work.

Example. Website creation and development.

The case against offshoring marketing

A common argument marketers make is that their work is special and must be done closer to home.

While it can be hard to let go, applying the principles above helps distill what is truly special and what tasks can be done from anywhere.

Where to start?

Stay tuned for part two of this article, where I will be breaking down the marketing tasks that are the best candidates to be done away from home, as well as how to save money and speed delivery, all while retaining quality.


Åsikter som uttrycks i den här artikeln är gästförfattarens och inte nödvändigtvis MarTech. Personalförfattare är listade här.


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Om författaren

Spence Darrington är verkställande direktör och expert på marknadsföringsskala Bridge Partners. Innan Bridge arbetade Spence för Microsoft, Expedia Group och Ford Motor Company och hjälpte till att transformera sina marknadsföringsmodeller för att uppnå skala. Medan han var på Microsoft var han banbrytande för B2B-marknadsföring av delade tjänster för leverans, och byggde upp en organisation med över 500 exekveringsexperter baserade i hubbar runt om i världen. Spence har en kandidatexamen i internationella relationer från Brigham Young University och en magisterexamen i företagsekonomi från Purdue University. Spence bor i Seattle, WA-området.

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MARKNADSFÖRING

Vad är försäljningsacceleration?

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What is Sales Acceleration?

We exist in a fast-paced world where everyone wants to get things done quickly. Businesses are expected to deliver products and services in the shortest time possible. They also have to reply to customer queries as soon as possible.

When it comes to sales operations, companies have to prioritize speed and efficiency. So most sales teams are always under pressure to meet targets. And it’s more difficult when dealing with outdated technology and inefficient processes.

What is sales acceleration?

Sales acceleration involves a set of strategies, processes, and software that help to automate and streamline the entire sales process. Such software enables sales teams to prospect, qualify leads, and close more deals in no time.

A sales CRM tool allows companies to easily manage their relationships with prospects or customers. Some CRMs provide acceleration features such as sales engagement tools, power dialers, forecasting tools, etc.

How can sales acceleration tools benefit businesses?

According to the stats, 40% of sales reps say prospecting is the most difficult part of the sales process. When trying to convert prospects into customers, you should ensure that your sales funnel is well-optimized for success. Here are some benefits of using sales acceleration tools:

  • Increases connection and call-back rates

Sales acceleration empowers businesses with the ability to reach out to more prospects and customers. According to Intelliverse, sales reps average around 20 calls a day without sales acceleration software. This increases to around 40 calls a day with sales acceleration software. That equates to approximately 1200 more dials and 14 more appointments per month.

  • Increases efficiency in the overall sales process
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Enligt Crunchbase, sales reps spend an average of 6 hours per week researching sales prospects. With the help of sales acceleration, sales teams won’t have to perform lots of manual tasks. It can boost efficiency in sales prospecting and every other step of the sales journey, i.e. lead scoring, sales engagement, tracking sales activity, sales forecasting, etc.

  • Improves sales and revenue generation

Since sales acceleration is all about efficient processes and automation, sales teams will be able to reach their targets more quickly. 2 out of 3 sales teams saw a return on investment in the first 6 months of implementing sales acceleration software. Over half of businesses surveyed that implemented sales acceleration software reported double-digit revenue growth.

What are the features of sales acceleration software?

Sales acceleration software often provide many features that enable sales reps to optimize their sales operations. Below are features/tools that are included in a sales acceleration software:

Email tracking tools allow sales teams to track their email marketing efforts. They can easily access valuable data such as email open rates, clicks, and attachment downloads. This helps companies to create more compelling email copy and establish more effective schedules.

  • Inbound and outbound call tracking

Inbound call tracking helps to track the source of inbound sales calls and determine which campaigns are attracting leads and prospects. While outbound call tracking software allows sales reps to track outbound calls, automate voicemails, and analyze phone conversations.

Contact management software makes it easier to organize and manage the contact details of leads, prospects, and customers. With such a feature, sales teams would keep accurate lists of contacts and track interactions with them.

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After going through the process of generating and qualifying leads, sales reps have to figure out a way to manage these leads. But a sales acceleration software with a lead management feature will simplify the prospecting process.

Sales dialers are software that can dial phone numbers automatically. They help to eliminate the need for repetitive tasks such as dialing numbers and leaving voicemails or messages. With it, sales reps can focus on conversations.

Sales acceleration software often allows sales teams to predict future sales opportunities. This feature works by using prediction algorithms to analyze customer data and past performance. It helps to spot potential issues, determine favorable periods and estimate future revenue.

Salesforce automation involves using tools or software to automate the repetitive tasks that sales teams are required to do. SFA helps to reduce their workload so they can actually spend more time on selling and converting.

Sales acceleration software should include a feature for data analytics. This would help sales teams to make sense of complex data. It allows them to gain useful insights from their numerous prospects or customer data.

Slutsats

Sales acceleration is a good way to optimize your sales process and get more done quickly. It’s also a good idea to incorporate automation into your overall business strategy to improve efficiency and scale your business faster.

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