In-house is a term used in the business and marketing world to describe a practice in which a company performs certain activities or functions in-house, rather than outsourcing them to third parties or outside agencies. When a company performs tasks internally, it is said to perform them "in-house".
The in-house strategy is commonly used for functions that are considered core or fundamental to the business, and which require a high level of control, confidentiality or specific knowledge. Some of the areas in which companies often choose to work in-house include:
The decision to work in-house or outsource certain functions depends on several factors, such as the complexity of the task, the internal resources available, the expertise required and the associated costs. While the in-house strategy offers greater control and direct knowledge of the business, outsourcing can provide flexibility, specialization and cost savings.
Some companies opt for a mixed approach, keeping certain critical functions in-house while outsourcing other less central tasks. Ultimately, the choice of in-house or outsourcing strategy should be based on the specific needs and objectives of each company.
The Marketing Glossary is a compendium of all the most commonly used terminology in sales strategy. Many of the concepts listed here are used when implementing a CRM system or a digital sales funnel, no matter if they are legacy systems or an online CRM. See also our blog that deals with sales techniques, marketing and sales culture.