To Build Strategic Relevance, Look Outside Your Organization

That noted, SaaS isn't a panacea.

"You still have to take a leadership role, you must understand the technology and be a subject matter expert," Adoniou says. "It's not just, 'We can do that.' Customers want to be led."

Indeed, as new business models continue to emerge across the dynamic media landscape, in-plants have an opportunity to take a leadership role in reinforcing their strategic relevance. And some of their best opportunities are in capturing new revenues from insourcing, and developing new services by outsourcing and partnering with external firms.