The advantage of outsourcing sales and marketing to third parties is that it takes a great deal of time and skill to become expert in the many technologies and sales & marketing programs required to grow revenue and even more time, skill and dogged determination to continuously do so over the long haul.

While we’ll admit that Sales Renewal is not the only firm that can do this, we truly believe we are fundamentally different because our commission compensations means we’re not motivated to amass billable hours. Instead, our motivation is to increase our commissions by growing your sales. And this alignment of economic interests leads to some very interesting situations.

Billable Hours vs. Productivity – or Why We Fired Ourselves

When we can deliver a service at a world-class level, we will do so; when we can’t, we subcontract it. Do we have an example? Glad you asked.

Initially, we provided advertising services in-house. However, once we realized we were foregoing commissions, we fired ourselves and hired an outstanding ad agency to do the job.

It came down to this: advertising is a skill that might take a lifetime to master because its ground rules constantly changes (Google has to protect its billion dollar revenue stream doesn’t it?). And online search advertising – because the search engines provide lots of “knobs” you can turn to affect performance, pricing, and targeting (and change them weekly!) – is even harder to master. When we took over an account we felt we got about 90% of the way there, but reaching the last 10% was getting increasingly difficult. Quite simply, we realized we’d reached a point of diminishing returns. Extending our efforts in self-education – especially after identifying some truly excellent advertising agencies – didn’t make sense, for Sales Renewal or for our clients.

Although telling our clients that we had effectively “outsourced” their advertising felt a little strange, they welcomed the news, and the results. We were doing a good job with online advertising, but we’d identified advertising experts who could do better. And that allowed us to focus on our clients’ greatest goals: increasing sales.

The difference between Sales Renewal and some other sales and marketing firms is that we’re not satisfied with doing a “good” job with sales and lead-generation activities when we can find others who will do a great job with the same tasks. After all, you wouldn’t be, and thanks to our aligned economic interests, neither are we.

When we partner with a client, we operate as a General Contractor. As such, we expect the best from each player on the team – whether those players are permanent members of the Sales Renewal Team, or specialists we depend on for discrete tasks.

As the inspirational t-shirt put it: Do you want to be good or do you want to be great?

We always aim for great. Want to hire us? Great. If we can’t do the very best for you, we’ll find someone who will.

— Keith Loris