Friday, July 31, 2009

Outsourcing Speeds, Standardizes, and Automates Routine Marketing

Outsourcing Center Wipro Voice: A Conversation with Jessie Paul, Chief Marketing Officer and Member, Wipro Council for Industry Research

Best-selling author Daniel Pink told participants at the May Gartner Outsourcing Summit that companies will continue to offshore work that is routine. Jessie Paul, Wipro's Chief Marketing Officer, agrees with the best-selling author of A Whole New Mind and Johnny Bunko. "Anything that buyers can reduce to a template can be done anywhere," she says. Wipro has a staff of 200 who perform routine marketing functions for Wipro clients.

"Don't fire your ad agency," she says. "If you want to build a brilliant ad campaign, marketing BPO is not for you."

Companies that send their creative work to local ad agencies and outsource their routine marketing work to BPO specialists get the best of both worlds, in her opinion. The BPO does work the ad agency isn't keen on doing. But the outsourcer is glad to have it. "We can improve the quality and the results by adding technology," she explains. Of course, marketing outsourcing also saves money.

Read full article at Outsourcing Center


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