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5 Tasks You Should NEVER Send to an Offshore Team

The key to success when using an offshore team is to know what to send to them, and even more importantly, what NOT to send to them. Here are 5 types of tasks you shouldn't have your offshore ad operations team do for your company.

  1. Client-facing, free-form written responses. While it can often make sense to use an offshore team to reply to clients, it's best to use an "if this, then this" approach with canned responses for the team to select from. Using this approach, it's a best practice to have an in-house resource available to quickly handle any escalations. For example, depending on your business and the types of client-facing communication you are receiving, your offshore team could be handling around 80% of this volume, with 20% handled in-house for escalations.

  2. Client-facing phone calls. You want to set yourself and your team up for success by not putting your offshore team resource on calls directly with clients. Your in-house resource should be the client-facing person on the call and then any follow-up tasks or additional information gathering post-call could be handled by the offshore team resource.

  3. Media planning. There is so much context for creating a media plan that an offshore team may just not be privy to that it's best to use an in-house resource for this job. Media plans should be created with every client conversation in mind. Clients will often be providing clues and guidance into what they want and those nuances almost never get passed along to the offshore team. What works best is to use an offshore team to create a report of past media campaign performance with insights that you would then be able to use to inform your new media plan. An offshore team could even suggest a basic media plan based on past performance, but new ideas should come from in-house resources.

  4. Product design or road mapping. You know your product and your ideal future state best, so this is something that should definitely stay in-house. What an offshore team could help with is QA for each product release and to identify issue trends, such as where the most user confusions are happening, which can be an indicator for you on what areas of the product need work.

  5. Tasks that require critical thinking and judgement calls. An outsource team should not be treated like an in-house employee, but rather a way to scale effective in-house employees with less cost. All the judgement calls should be happening with the in-house employees and the outsource team should work with that resource to define a very clear "if this, then that" playbook of instructions that cover every foreseeable circumstance. When an unforeseeable circumstance arises, then that unique circumstance should be escalated to the in-house resource, who will then revise the playbook to cover that circumstance next time. It's more work up front to save a ton of time and potential costly errors based on incorrect judgement calls down the road.

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I'm AdTech Emily!

I've been in digital advertising for over 20 years and have worked in almost every AdTech platform!

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