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DATA FOCUS: Outsourcing - In or out?

Should B2B marketers outsource their data management?

Accurate, clean data is the lifeblood of any form of marketing. However, to get the most out of it, the data needs to be organised and used effectively. The growing complexity and sophistication of available hard and software means that managing a database effectively as they'd like is often beyond the resources of companies.

Many businesses, particularly smaller organisations, lack internal expertise in database management and consider outsourcing a good way to obtain the skills they need. Expert data analysts – particularly in the B2B sector – are rare and therefore expensive, especially if businesses don't make the maximum use of their skills.