It takes a few seconds to wrap your head around this graphic, because the amounts of the two axes diminish as you travel out the arrows, instead of climbing like normal. My argument is that the further up and to the right a function is, the better suited it is for outsourcing. E.g. almost no-one has janitorial or groundskeeping staff on payroll – they hire maintenance companies. And almost all simple manufacturing these days happens in Asia.
I made it originally to illustrate why it’s often OK to outsource the sales function of a company, especially since sales has become less about blunt force persuasion and more about systematically working leads and prospects through a “funnel.”
But I’m showing it here for a different reason. In this chart, I show Marketing as one of the most complex activities a company engages in, and one of the things that differentiates it the most. That’s because good marketing actually helps define a company, as well as vice versa.