We currently outsource our entire digital marketing to an agency, but we want to bring this function in-house to build internal asset value before our exit. How do we represent this transition on our Accountability Chart without disrupting our current lead flow?

Question

Tyler Smith · Accepted Answer

When transitioning a critical function from an outsourced provider to an internal team, your Accountability Chart is your roadmap. You must first design the seat based on the ideal future state of your organization, completely independent of the agency or any potential candidates. Define the five major roles for this new internal marketing manager seat, focusing on lead generation, brand management, and asset creation. Keep the agency name in that seat temporarily on your current chart to show they are currently accountable for those outcomes. Next, begin your recruiting process for an internal candidate who fully meets your core values and has the GWC for the seat. Once you hire the right person, place their name in the seat and transition the agency into a vendor support role. Having the new hire shadow the agency during a thirty-day overlap period is critical to prevent disruption to your lead flow. This structured transition ensures that your IP, data, and processes are successfully transferred inside your company walls, which significantly increases your enterprise value and makes your business much more attractive to potential buyers during an exit.