Sourcing the Expertise You Need
Deep down, buried beneath all the challenges and opportunities of measurement that we have described, lurks a pointed question: How do you source the expertise you need to do it all?
Measurement is—or at least should be—a technical business. So to do it well, sooner or later you either need to have technical expertise yourself or access to someone else who does.
We call it a “pointed” issue because organizations often struggle with it. Many, especially smaller firms, lack internal expertise and so rely on external experts. Yet choosing and managing technical vendors when you do not have expertise yourself has its challenges. An increasing number of larger companies therefore employ internal experts. This approach ...