As with many things the answer is a combination of the two.
Inhouse - the responsibility towards the change management project should be carried out by a company manager!
Outside - Special actions that require professionalism and very specific experience should be carried out by an expert. For example: building a change management plan, developing process training, defining failure scenarios. A lot of the time and skillsets exist within the organization itself. The next stage is to think about cooperation with an external partner to prevent the situation of: "No man is a prophet in his own land."
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