Over the past decade or two, it has become increasingly common for marketing organizations to outsource the bulk of their writing, design, and fulfillment services to outside vendors.
From a business perspective, it makes a lot of sense. It’s typically more cost-effective to bring in outside help only when needed rather than hire—and pay for—full-time staff. It’s largely a transactional relationship that lasts only as long as the project in question, and it works well for both sides.
Managing those relationships so that they continue to benefit both sides, however, requires some work. It’s natural to grow comfortable with the vendors you’ve carefully groomed over the years, steeping them in your corporate culture. They know you; you trust them. It’s comfortable. It’s…easy.
That’s when it’s time to take a close and critical look at the relationship.