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DATA FOCUS: Database management - In or out?

We debate whether B2B marketers should outsource their company's marketing database, or keep it inhouse 

One of the most important decisions for any B2B marketer is whether or not to outsource the marketing database. There are strong arguments on both sides of the debate. According to Nick McConnell, sales & marketing director at data management company Broadsystem, the FTSE100 is split roughly evenly between companies that outsource their databases and those that keep them in-house. Individual circumstances count for everything when making this decision.

Given that making the wrong choice can dramatically reduce the effectiveness of direct marketing campaigns – and in extreme cases put a halt to all marketing activity – it is vital that companies are fully versed, not only in the arguments for and against outsourcing, but also in how to ensure a positive relationship with the database management company.