From Outsourcery to Services Sales and Marketing Wizardry

By John Purvis

The notion of investing in the sales and marketing of services continues to be controversial among technology companies. Clear controversy, however, turns to muddled confusion when the idea of outsourcing services sales and marketing is raised.

If great companies value services greatly, why would they consider relinquishing the selling of those services to an outsider? On the other hand, if the whole idea of professionally marketing and selling services is fatally flawed, what is the real nature of the value which outsourcing providers bring to the table?