The decision to create a software product is complex and can be overwhelming. While your marketing and sales staff may be excited by the proposition of generating more revenue and improving the visibility of the brand and customer access to products and/or services, the IT staff and executive management team will probably shy away from creating a software product.
If the IT staff does not have experience in creating and supporting software products, the executive team would be right in turning down this kind of project. But, if the concern is about cost and control, and there is a good case for improving customer satisfaction, revenue and branding and optimizing resources and marketing campaigns, the business should seriously consider outsourcing its software product development.