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When there are revenue headwinds and economic uncertainty, CFOs pay close attention to budgets and expenses. In difficult times, reducing marketing headcount and media spend is a standard cost-cutting measure.
B2B CMOs, on the other hand, are given the goal of creating business growth through more pipeline and revenue impact.
Clearly, these two approaches contradict each other.
But modern CFOs understand that sometimes crises present opportunities, and that focusing on transformation rather than drastic cost cutting can lead to growth and increased operational efficiency.
In fact, CFOs can advocate outsourcing, a marketing vehicle they have used in other areas, even with new service models such as B2B marketing as a service (MaaS).
What is MaaS?
Marketing as a Service is a new operating model designed to bring scale to revenue and marketing leaders.
MaaS brings the concept of managed services to marketing. Execution and operational tasks are outsourced offshore, expanding employee capabilities and freeing in-house staff to focus on more strategic, high-value work.
The MaaS model covers a full range of services, including digital marketing, account-based marketing, analytics, and creative services.
MaaS is more than just cost savings. It is important to drive sustainable efficiency, introduce higher levels of expertise and improve the effectiveness of work, thereby increasing the impact on the bottom line and minimizing costs at the same time.
By leaning toward MaaS, organizations can reduce their personnel expenditures while increasing the resources they have and the experience of those resources, thereby further increasing their marketing effectiveness and ability to drive results.
What you need to know about MaaS opportunities
Marketing outsourcing through MaaS is underutilized
While outsourcing is common in many corporate-level departments, it is less common in marketing. According to Deloitte research, only 5% of sales and marketing services are outsourced, compared to 54% of IT services and 44% of financial operations.
While it’s certainly a relatively new concept in marketing compared to outsourcing IT, finance, and customer service, it’s mature enough that companies are already taking advantage of it. There is now a huge talent pool of outsourced marketers with expertise in many disciplines.
Competition for increasingly expensive executive talent is unsustainable
Massive resignations have complicated the labor pool. Companies have lost employees or are looking to hire in markets where employees have power. As a result, overall salaries have increased, often creating an imbalance between what a resource is paid for and the true value it creates for the organization.
While the rest of the industry competes for local talent, organizations that adopt MaaS can significantly reduce uptime labor costs and build a cost-based competitive advantage through first-mover status. I can.
Organizations need to train and upskill their workforce while maintaining scalability.
Today’s omnichannel and hyper-personalized marketing environment requires employees to maintain constantly evolving talent and skills. They need to know all the best practices for reaching increasingly overwhelmed customers wherever they consume information.
While businesses try to keep up with costly upskilling and training, the MaaS market is solving the skills gap with certified marketers equipped with new-age marketing capabilities.
MaaS builds organizational flexibility for the future
It’s not just small organizations that have had to lay off employees in recent years. Many of the world’s largest companies have recently been forced to cut staff.
Attrition results in the financial cost of severance and overburdening remaining employees, who are then forced to answer difficult questions from the media about the organization’s financial health.
Taking advantage of this opportunity to change your operating model and move toward a more vendor-provided workforce will limit the likelihood of having to do it again. MaaS allows organizations to increase or decrease headcount without creating negative news or incurring additional costs.
MaaS can maximize the ROI of your martech investment
U.S. companies spent more than $22 billion on marketing technology in 2022. However, his 2023 Gartner research found that only 42% of marketers leveraged their martech stack, down from 58% in 2020.
why? The training and development of marketing technologists is rarely a priority for any company, as there are not enough qualified personnel on the market.
As a result, many expensive tools remain unused or underutilized, while employees demand new tools or advanced users are left with native apps or apps that are less robust than the expensive tools the organization has purchased. I’m using a free app.
However, MaaS allows companies to easily combine talent and technology. It only becomes more important if you change technology providers and immediately need new technology experts to run it. Your team may not have the right capabilities to maximize the value of that tool.
MaaS: Value Creator
Ultimately, the important thing to remember is that, just like in other sectors, outsourcing through MaaS maximizes the value of your technology, provides your on-demand workforce with the latest skills, and helps you meet any challenge or opportunity. On the other hand, it is a value creator that maintains employee flexibility. .
If you’re struggling to allocate resources while advancing your organization’s goals, now is the time to embrace MaaS. Her CFO who wants to control resource allocation while increasing the value of her marketing function should look to her B2B MaaS as a unique vehicle.
CFOs can simultaneously address both revenue and cost headwinds while increasing the marketing department’s ability to drive growth.
More resources on marketing outsourcing
5 clear signs you need to outsource your digital marketing
Marketing outsourcing: Does it make sense for you?
4 Advantages and Disadvantages of Outsourcing Marketing
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