2010 Leading Providers of Outsourced Sales and Marketing Services

Introduction

The sales and marketing outsourcing (SMO) model has evolved from a simple method of outsourcing internal sales into the outsourcing of end-to-end sales and marketing activity. This report combines primary research into customer satisfaction with outsourced SMO services with assessments of market activity to present a multifaceted view of the SMO outsourcing industry.

Features and benefits

* Results of the world's largest primary research project on customer satisfaction with SMO service provision.
* Analysis of activity by region, industry and service type in the global SMO market.

Highlights

An SMO service provider's ability to resolve problems was selected by the most respondents as being "very important."
The use of technology in the SMO industry is expected to increase.
Sales and marketing agencies (SMAs) work as links between CPG companies, retailers, and vendors.

Your key questions answered

* Which SMO service providers provide the highest levels of customer satisfaction?
* Which factors do clients consider most important when assessing satisfaction with SMO service delivery?

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Executive Summary
Service users represented majority of respondents
SMO is a market for small deals
SMO is more prevalent in the CPG and pharmaceuticals industries
The evolving sales outsourcing model
Emergence of integrated marketing service providers
Increasing use of technology to gain consumer insights
OVERVIEW
Introduction
Summary
Methodology
Satisfaction criteria
Questionnaire design
SURVEY FINDINGS 2010: OVERALL SATISTFACTION
Introduction
Overall satisfaction
Five-step quality assurance procedure
Service users represented the majority of respondents
The survey population was global, with around 48% respondents being in EMEA
Professional services, manufacturing, and healthcare professionals made up the majority of respondents
Problem resolution and requirements awareness were among the most important criteria
SURVEY FINDINGS 2010: PERFORMANCE CRITERIA
Requirements awareness
Shared goals
Financial benefits
Risk mitigation
Partnership approach
Problem resolution
Corporate reputation
Skills and resources
Future orientation
GLOBAL SALES AND MARKETING OUTSOURCING CONTRACTS ACTIVITY
Introduction
SMO is a market for small deals
KPO/BPO vendors offer basic sales outsourcing services
Technology providers received most of the SMO contracts
List of SMO contracts
SMO contracts signed by SMAs and advertising agencies
SMO contracts signed by technology providers
SMO contracts signed by KPO/BPO and contact center service providers
GLOBAL SALES AND MARKETING OUTSOURCING MARKET TRENDS
Introduction
The evolving sales outsourcing model
Emergence of integrated marketing service providers
SMO outsourcing expected to flourish as CPG companies increase sales and marketing budgets
Increasing competition will encourage the use of alternative delivery channels among CPG companies
Increasing use of technology to gain consumer insights
Social media and marketing
Use of sales and dealer management tools among CPG companies
Downsizing sales departments encourages the use of contract sales organizations
The shift in the promotional mix to improve ROI has proved to be a tailwind for SMAs
GLOBAL SALES AND MARKETING OUTSOURCING VENDOR LANDSCAPE
Diversified vendor landscape
BPO providers are building their SMO capabilities
Pure-play SMO vendors are also consolidating
Introduction of new services
SALES AND MARKETING OUTSOURCING VENDOR PROFILES
Introduction
3FORWARD
Business description
Clients
Major services and solutions
Key facts
Recent developments
ACCENTURE
Business description
Clients
Revenue breakdown
Major services and solutions
Key facts
Recent developments
ACQUIRENT
Business description
Clients
Major services and solutions
Key facts
CALLBOX
Business description
Clients
Major services and solutions
Key facts
Recent developments
CMO AXIS
Business description
Clients
Major services and solutions
Key facts
CYDCOR
Business description
Clients
Major services and solutions
Key facts
ECLERX
Business description
Clients
Revenue breakdown
Major services and solutions
Key facts
Recent developments
GENPACT
Business description
Clients
Revenue breakdown
Major services and solutions
Key facts
Recent developments
GOOGLE
Business description
Clients
Revenue breakdown
Major services and solutions
Key facts
Recent developments
HARTE-HANKS
Business description
Clients
Revenue breakdown
Major services and solutions
Key facts
Recent developments
HEWLETT-PACKARD
Business description
Clients
Revenue breakdown
Major services and solutions
Key facts
Recent developments
IBM
Business description
Clients
Revenue breakdown
Major services and solutions
Key facts
Recent developments
MARKETSOURCE
Business description
Clients
Major services and solutions
Key facts
MARKETSTAR
Business description
Clients
Major services and solutions
Key facts
Recent developments
THE NIELSEN COMPANY
Business description
Clients
Revenue breakdown
Major services and solutions
Key facts
Recent developments
XEROX
Business description
Clients
Revenue breakdown
Major services and solutions
Key facts
Recent developments
APPENDIX
Methodology
Further reading
Ask the analyst
Disclaimer

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