LOCAL MARKETING FIRM A STEP AHEAD OF HARVARD BUSINESS SCHOOL TREND

Bellevue, Wash.—As one of the nation's most authoritative business publications, when the Harvard Business Review talks about trends, it's like Alan Greenspan discussing the economy: Agree or disagree, you pay attention.

In a recent issue (March 2005), the Review published an analysis of a paradigm-shifting business development, especially for smaller and mid-sized companies. In an article titled, "Outsourcing Marketing," the two authors discuss a "fundamental change" emerging across numerous business categories: Companies are beginning to outsource marketing analytics and operations, as well as the ad campaigns and promotions that have traditionally been outsourced to external vendors.

"Outsourcing can provide increasingly critical left-brain marketing expertise many companies lack," wrote authors Gail McGovern, Professor of Management Practice, and John Quelch, Professor of Business Management, both at Harvard University Business School. "Marketing managers tend to be right-brain creatives with a fondness for mass marketing campaigns, when what's needed are left-brain number crunchers who zero in on a 'market of one.'"

Most business owners and marketing managers are comfortable with the concept of "outsourcing," but only as an efficiency aimed at locating external resources, such as copywriters or Web designers. But "marketing outsourcing" aims to provide a single resource for everything from fundamental research to market segmentation to audience tracking to targeted sales messaging.

That approach sounds novel when dissected in a scholarly journal. But in truth, an innovative marketing company based in the Seattle area has been building such a marketing outsourcing model since 1997.

"It's no coincidence that the title of Harvard Busines Review's insightful article and the name of our company are virtually identical," said Patrick Byers, president, CEO and founder of Bellevue, Washington-based Outsource Marketing. "Finding a media and discipline neutral way to deliver truly integrated marketing was the primary goal in the founding of this company. Improved quality, efficiency and effectiveness are a byproduct of better integration." The company's goal since the beginning has been to provide a "third way" for mid-market companies to get marketing done well so it's been satisfying for Outsource Marketing's team members to see the model validated by Harvard Business School.

"It's been exciting to see the trend catch on," Byers said. "For years, our mid-market clients have called us their 'secret weapon.' I hope they won't be too disappointed if we aren't a secret anymore."

ABOUT PATRICK BYERS

As founder, president and CEO of Outsource Marketing, Patrick Byers brings his unique vision and wide experience to marketing plan development, account management, company and brand positioning, messaging and Web strategy. Formerly marketing director for two Seattle law firms and northwest-based telecomunications company, Byers' experience hiring, managing and coordinating a bevy of biased, uncoordinated marketing firms led to the formation of Outsource Marketing and the creation of a new model to deliver seamlessly coordinated, discipline neutral marketing.

About Outsource Marketing

Founded in 1997, Outsource Marketing is a marketing outsourcing pioneer that provides a marketing department for companies that don’t have one, and more strategic and creative horsepower to companies that do.

Services include balanced and unbiased strategic planning, market research, advertising, direct marketing, media planning, Web and new media services, public relations, sales promotion and internal communications. Contact the company at 800.803.3229 or learn more online at www.outsourcemarketing.com.

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