Sales is a tough old game, especially when you’re relentlessly trying to solve the outbound search for new opportunities and ultimately drive predictable and sustainable growth for your business.
That’s why many businesses opt to outsource the problem. But to create a sustainable pipeline, is that really a solution?
Does outsourcing work?
Maybe - because while outsourcing may seem like a convenient and quick solution, it comes with its own set of challenges that can hinder your long-term success.
In contrast, building an in-house sales engine empowers businesses to take control of their narrative, visibility and scalability, paving the way for more sustainable growth and success.
Yet, when outsourcing sales to external providers it can often lead to a loss of control over the narrative surrounding your brand. When you entrust your demand generation efforts to a third party, you relinquish control over the messaging and positioning of your products or services. Sound scary? It is!
More critically, this lack of control can result in misaligned communication strategies, ultimately diluting your brand's identity and message in the market. Additionally, external providers may not have the same level of understanding or passion for your brand as your in-house team, which can further compromise the consistency and authenticity of your messaging.
Maintaining visibility and ownership
Maintaining visibility in the demand generation process is another critical challenge when outsourcing to external providers. While you may receive regular reports and updates from your chosen provider, these insights often lack the depth and granularity required to make informed decisions.
Yet, critically, without real-time visibility into the demand generation pipeline, you may miss out on valuable opportunities to optimise your strategies and pivot in response to market dynamics.
In-house sales engines, on the other hand, provide full transparency and control over the entire demand generation process, allowing you to closely monitor performance metrics and make data-driven adjustments as needed.
Finding scale
Scalability is another key consideration when deciding between outsourcing and building an in-house sales engine. External providers may offer scalability in terms of resources and reach, but they often come with limitations in flexibility and customisation. As your business grows and evolves, you may encounter changing needs and priorities that require a tailored approach to demand generation.
Meanwhile, in-house sales engines offer the flexibility to adapt quickly to these changes, allowing you to experiment with new strategies, iterate on existing ones, and scale your operations in alignment with your business objectives.
Getting a return on your investment
Building an in-house sales engine requires a significant investment of time, resources, and expertise, but the long-term benefits far outweigh the initial challenges. By taking ownership of your demand generation efforts, you can ensure alignment with your brand's values, messaging, and objectives, fostering stronger connections with your target audience.
Additionally, maintaining control over the demand generation process enables you to iterate and optimise strategies based on real-time insights, driving continuous improvement and innovation.
Empowering your business
An in-house sales engine empowers your team to develop deep domain expertise and industry knowledge, enhancing their ability to engage prospects effectively and deliver value at every touchpoint. This level of expertise is difficult to replicate with external providers who may lack the same level of understanding and commitment to your business.
To illustrate the advantages of building an in-house sales engine, let's consider the case of a fast-growing technology startup. In the early stages of their journey, companies often rely on external demand-generation providers to fuel their growth. While this approach initially yielded promising results, the lack of control and visibility eventually became major pain points as the company scaled.
Creating sustainability in your pipeline
With full control over your demand generation process, you too, can align your messaging with its brand values and objectives, resulting in more authentic and compelling communication with prospects.
Moreover, real-time visibility into the sales pipeline allows you to identify and address bottlenecks proactively, driving efficiency and productivity across the organisation. As a result, you’ll likely experience accelerated growth, increased market share, and enhanced customer satisfaction, solidifying your position as a leader in the industry.
Let's wrap this up
While outsourcing demand generation may offer short-term convenience, building an in-house sales engine provides greater control, visibility, and scalability in the long run. By taking ownership of your lead generation efforts, you can take that control back and ensure alignment with your brand's identity and objectives. All while driving continuous improvement and innovation and ultimately achieving sustained growth and success in today's unrelenting and competitive business landscape.