Managing the ecosystem: When outsourcing replaces ownership-Suppliers and middleman

Suppliers and middleman

Video Transcription

Video Summary

A manager reviews a long list of vendors and questions why each one is needed. Jamie explains that different suppliers handle content, thought leadership, executive branding, events, audience growth, and engagement. When asked what Jamie does, he says he “manages the marketing ecosystem.” The manager then points out the absurdity: Jamie seems to be a middleman between the company and its own business functions.

Keywords

marketing ecosystem

vendor management

content marketing

thought leadership

executive branding