In this video, I discuss the opportunities and challenges facing mid-level professional services marketers as they manage outsourced service providers for their enterprises. For many mid-level marketers, leading a project with an outside agency is their first chance to steer an initiative on their own. The stakes are high.
Many mid-level professional services marketers find – sometimes the hard way, through mistakes and underperformance -- that these opportunities come with pitfalls. Senior executives have certain expectations. The outside agencies or outsourced service providers, with their own technical or creative capabilities, have their own expectations. Mid-level marketers are at the crux of this triangle, and must deftly pivot between both sides. They must help set – and re-set -- the scope of the project. They must communicate, communicate, and communicate again, as they drive the project to a positive outcome. Disappointments are not only possible, but all too common.
Instead of learning the hard way – on the job – about how best to manage these agency relationships, wouldn’t it be better if mid-level professional services marketers had a chance to learn about these and other issues BEFORE they begin managing a project for their company? That’s what the Professional Services Leadership Initiative (PSLI) is offering currently to 21 marketers from around the world.