Sales & Marketing Management Magazine

Erin Strout

Experts For Hire: By Outsourcing Key Marketing Positions, Companies Are Importing Fresh Ideas

Because companies don't have to fund employee benefits for out-sourced staff, the concept has proven to be economically efficient. Mark Adams of Bell Atlantic estimates he has saved about 30% compared to what it would cost to hire full time staff.

But temporary marketing employee’s aren't just for start-ups. TRG, Inc., a Raleigh, NC based sales automation training and support company, looked for outside help when it eliminated the position of VP Sales and Marketing. Management was seeking a dedicated person who could build a total marketing strategy. So the company out-sourced marketing management to David Chapman, president of 919 Marketing Inc., a marketing consultancy also based in Raleigh.

Taking on the role of TRG's EVP Marketing, Chapman has been hiring the marketing and business development staff and establishing a brand identity for TRG.

Both employer and employee benefit from bringing in someone with a fresh outlook. "I'm more focused on results and I take an honest approach to everything," Chapman says.

TRG plans to maintain that outside perspective into 2000, when CEO John Wingen says he will evaluate if it's still necessary to retain Chapman. "The biggest reason we hired him was because as employees of the company, we have tainted views," Wingen says. "He is not afraid to tell me how it is. You could argue that it might help from a financial perspective. It might, but that's not the driving force behind our decision."