When is it a wise option? That would depend on several things such as tools, budget, average deal size, company size, timeframe, resources, size of database, complexity of systems and programs, and future activities planned.

In order to manage your email marketing in-house you would need a CRM system, your web and CRM system integrated, and a marketing automation system implemented. You would also need additional employees with experience and knowledge of email marketing, analytical and technical skills, which is hard to find in marketing.

The marketing automation companies will show you all the bells and whistles you could use but the success rate of marketers embracing marketing automation systems are quite low. This is because buying a system will not guarantee success. Many marketers find themselves in a difficult situation because after they sold the systems to upper management, they have a problem showing results.

The cost is also hard to sell to upper management, especially if the average deal size is low and many closed deals would have to be made to cover the cost of the system. In addition to the cost of the marketing system, marketers will find that they either have to hire additional employees or have to allocate budget for a consultant. To manage a successful email marketing program, someone will have to manage the system setup, lead processes, program activities, analysis, and know all of the latest best practices information.

There is a notion that outsourcing the “management” of the marketing automation system reflects badly on the marketer. Thus, marketers often times are afraid that by engaging a consultant for “managing” the system and some programs, would imply that they themselves do not have the know-how or would be lacking the experience they were thought to have.

Marketers of larger organizations with budget, access to consultants, time, and a large enough average deal size will do well when buying, installing, and managing a marketing automation system. However, if you are a smaller company or a department that struggles to get a budget for a system, don't have dedicated experienced people who could manage the system, can't get a consultant, have a low deal size than perhaps a turnkey outsourced email marketing option would be a better choice for you.

It is much easier to sell an outsourced email marketing program to upper management. This is because you are not purchasing a system, changing processes, or needing additional funds for management. Outsourced email marketing can be sold as a “lead generation” or “lead nurturing” program, the cost is much lower, no management required, no technical or analytical skill required, and you can test the waters to see if you would be ready to make the leap to manage email marketing in-house.

Whether you are in the market for marketing automation or need to outsource your email markeitng activities, give us a call us at 949 945-7862 or visit us at www.generationOmarketing.com