With the average tenure of CMOs reportedly being about two years, new CMOs often are brought in as part of a change agenda. Under such circumstances, they must rapidly introduce a new marketing vision and improvements. One way to do that is to develop a framework for sourcing some of marketing’s most important processes, programs, and tasks. With this approach, CMOs can make quick decisions about how to get their team’s work done faster, better, and cheaper.

In this Marketing Tool we list some of the most important processes and programs and offer advice on which ones should be held internally and which ones should be sourced externally.