Observed Signal · Apr 15, 2026 · Best Practices · Source: https://martech.org/feed/ · Impact: 2/5 · Sentiment: Positive
Three audits to guarantee multishoring success
The article argues that multishoring often appears to be a cost-saving shortcut but will amplify existing process and infrastructure weaknesses unless foundations are audited and fixed first. It recommends a three-point audit—process, infrastructure, and alignment—to convert offshore or external teams into an embedded, repeatable extension of onshore operations. The process audit focuses on codifying workflows and a single source of truth; the infrastructure audit targets environmental parity, native access to project systems, automated handoffs, and centralized feedback (e.g., DAM and collaborative proofing); the alignment audit addresses change management, stakeholder buy-in and measurable metrics such as first-pass yield and strategic capacity. The piece is authored by Kelley Bailey of Cella by Randstad Digital and published on MarTech (owned by Semrush).
Practical operational guidance for creative teams, agencies and brands on scaling multishore production; useful for reducing rework and improving creative ops but not industry-shifting.
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Key Takeaways & Evidence Grounding
- Article recommends a three-point audit—process, infrastructure, and alignment—to improve multishoring outcomes.
- Author: Kelley Bailey, Director of Strategic Accounts & Managed Solutions, Cella by Randstad Digital.
- Published on MarTech, which is owned by Semrush.
- Infrastructure recommendations include environmental parity, native access to project management and DAM systems, automated handoffs, and centralized feedback loops.
- Alignment recommendations include measuring first-pass yield (FPY) and strategic capacity and creating change-management narratives for onshore teams and clients.
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