by Boris Grinkot, Associate Director of Product Development


LPO functions performed by employees vs. outsourced in 2010

Q. 33.0 - Which of the following LPO functions were performed by employees and/or outsourced in 2010?



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This chart demonstrates that in aggregate, LPO is overwhelmingly performed in-house, rather than outsourced. There are some discrepancies between the outsourcing levels reported by corporate marketers, as compared to the popularity of these services from the agency perspective.

Outsourcing of technology and coding in particular is often directed toward technology consultancies and individual freelance developers, which are not represented in this study, rather than marketing agencies.

Thus, while the outsourcing level is relatively high, the popularity of the service from marketing agency perspective is low.

It should be noted that this chart represents functions actually performed. Where expertise or operational gaps are not closed, neither employees nor consultants are likely performing those functions, yet the balance remains unaltered.

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