I worked on the client-side with 3 companies using Marketing Automation, and we always did Marketo in-house. However, we had enough resources, bandwidth and expertise for that to make sense.
At Revenue Pulse we work with a lot of teams, who either have small marketing departments or do not have the skills in house to make Marketo work effectively for them. Marketo does a really really good job at positioning Marketo as a very simple solution to use, however the reality is that it is not as simple as they may want you to think.
If you, or someone on your team is truly dedicated to learn the ins and outs of Marketo and has the time to dedicate the management of the system (I would say 1 day per week is the minimum amount of time you should be dedicating to management of the system), then perhaps outsourcing does not make sense.
However, if you have a smaller team, or a team that has a ton of other Marketing already on their plates, then you may want to consider going the outsourcing route. I would say in general, its very simple to make the decision. If you have the resources and bandwidth, and people who are truly willing and passionate to learn a new tool, then don’t outsource. If you have a smaller team, or a team who is not interested in learning a new system, look to outsource.
One of the major benefits of outsourcing (especially with Revenue Pulse) is that you get to work with people who are the best in the world at this tool. You won’t spend time figuring out why things didn’t work how you expected them to, and realize a whole new world of possibilities that this powerful Marketing Automation tool is capable of.
If you pick the right partner, it should feel like you just inherited a Marketo expert onto your team. They should be there when you need them, to get a campaign out in a crunch, or jump into troubleshoot if something goes haywire. They should be that person that you just feel confident will get things done, without you having to worry about them doing it, let alone doing it right.
Finally, from a cost perspective, you will likely save money since there will be no ramp-time and things will get done much more efficiently.