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BEST PRACTICE: Outsourcing

Outsourcing is a cause celebre. Ink is angrily spilt and column inches mount as the press froths about the frightening rise of call centres in India.

But behind closed boardroom doors, where the sound and the fury of mid-market tabloids are shut out, what do B2B companies need to know about outsourcing? What should be considered when farming out marketing functions to external contractors, suppliers and consultants?

Call centres and IT have long been sourced out, almost to the point of saturation, but marketing has traditionally remained in house.