Is Best-of-Breed the Best Choice for Large FirmsBy Joe Walsh
August 13, 2015
Three scenarios and tips for choosing the right brand, web design, web development and marketing automation partner(s). Whom to consider, when and why.
Every business faces a broad set of challenges in our new digital marketing landscape, but none more dramatic than the shift from web 2.0 marketing to the kind of savvy, personalized and compelling brand and user experiences that users require today. Even as digital marketing matures, many firms lag behind, failing to make the most of their online presence and tools. And no wonder! Design and technology are driving forward at an ear-splitting speed. And no one, no matter how sophisticated their marketing and IT teams, knows how to integrate all the tools and agencies at their disposal (IBM 2015 CMO Survey). But what we are seeing from our most knowledgeable clients and prospects is a rapid shift from considering and hiring one provider—the “one-throat-to-choke” model—to hiring best-of-breed in each category to deliver first class results. (Note: Even hiring best-of-breed in each category can still allow “one throat to choke” with design/developers who work closely together.) Behind this dilemma is a very basic question: Is content king? Or is code? We believe this is not an either/or question but one that needs a both/and solution.