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1. Cultural fit.
“If you’re a well-established company with a brand to protect, you might have a more difficult time working with an organization that’s much more aggressive and active. You could find yourself in a cultural clash,” says Clifford. “Just because you move a function outside your four walls doesn't mean you don’t have anything to do with it anymore. You’re going to be working with this partner very, very closely for the duration of the contract. Like any marriage, you've got to make sure it’s a good fit from a philosophical and cultural standpoint.”


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