Why hire a marketing
After considering the SEVEN
MAIN THINGS a marketing
consultant actually does, executives will still say, "why can't
we do this ourselves?"
This appears to be an attractive alternative in that the personnel
to do the jobs are already on the payroll. No bills from a
consultant! This can work on certain types of projects and in some
large firms with their own internal consultants. The fallacy is...
it is much cheaper (less expensive) than using an outside firm. The
reality is... using company personnel is likely to cost more
all the hours consumed by the project are logged. Beyond financial
considerations, there are other
very practical reasons an
outside firm can be the best choice.
§ Executives, especially owners and presidents, seldom
realize the full effect they have upon subordinates. Without knowing
it, the wrong words here and there will tilt the results of the
project toward what the troops think the executive wants. Good
consultants are not affected by internal politics, personal agendas
or personalities; they are paid to be thorough and objective. They
deliver unpopular news, when necessary, in a tactful and
§ Company personnel, even if they have
the time and inclination, seldom have the diversity of experience to
be the most effective importers of marketing knowledge. As a
dedicated member of an organization within a certain industry, one's
vision, experiences and scope are more focused and limited. As a
result, the full range of opportunities (or solutions) are never
surfaced, and therefore, not explored.
§ Marketing consultants with diverse,
in-depth experiences, are not bound by conventional company wisdom
nor the "rules-of-the-game" within a particular industry.
§ Consultants are engaged on a project
they complete the
tasks at hand, they are on to the next challenge and off the monthly
income statement. It is a clean and efficient arrangement. The
project is often completed and paid for in the time it takes an internal effort
to be marshaled.
§ Like other professionals, the best marketing consultants have an
innate flair for marketing and the ability to spot opportunities and
assess problems that are not readily apparent to others. Anyone can
swing a bat and qualify as a ball player, but a few can do it much
better than anyone else. They are known as the "BIG
same is true of marketers. The best marketing consultants will bring
another dimension to the game that will augment and possibly enhance the
skills of the company's marketing team.