By Gordon Benzie
Most business professionals have a budget or a fixed level of resources to work with. Those working at startups must be extra vigilant, as extended budget overruns could sink the company. When you are operating within these types of constraints, it is easy to get into the mindset of thinking “I can do it all,” or “I have to do it all” because I can’t afford to pay someone else to do what I can do, which in the end gives me a greater chance for survival.
Entrepreneurs justify these actions under the umbrella of “I can do this task better” than anyone else, further validating the decision to “in source”. Interestingly, this philosophy can be either highly beneficial OR detrimental to a young, growing business’ success. It just depends. An Entrepreneur that spends the time to really understand their client’s needs by giving them a lot of personal attention might be doing the right thing. The same logic, however, may not apply to other activities.
Because of this ambiguity, I thought it might be helpful to provide a checklist of five potential benefits to consider in your decision to hire a third party marketing consultant.
- To obtain a third party perspective from someone who doesn’t have a vested interest in your current marketing strategy, lead generation or messaging campaigns. A consultant will be more likely to point out an inconsistency or ambiguity of your current programs, simply by what questions are asked. Fresh eyes and ears are valuable as a “bouncing board,” such as what your objectives are or who you’re trying to speak to.
- To remove (or at least reduce) politics from making the right marketing decision. Consultants are less likely to be as caught up in office politics for the simple fact that they are typically brought in to “fix” an already acknowledged problem. If you really need to know if a marketing campaign proposed by the founder or CEO, it might be difficult for a Vice President of Marketing to express concern.
- To provide a weighted perspective to break through tough, “logjam” decisions. Product naming exercises are one of the most challenging marketing tasks to perform, right before creating a whole new website. In these complex and often emotional thought processes, a third party consultant can operate better as an intermediary to break “ties,” or even better, to provide the rationale and leadership to make better decisions. If you are paying for a marketing consultant’s advice, why not actually use it!
- To hear an “outside in” perspective, ideally from a perspective gained while working in other industries. Quite often, the marketing challenge you are facing has been dealt with already in another industry, so why re-create the wheel? Well-seasoned consultants benefit from the simple fact that they have worked with clients in similar situations in other markets or geographies. Embrace these other viewpoints to gain greater value from your investment in your consultant.
- To address an issue faster than trying to uncover it yourself, for a problem that might be new or unknown to your marketing team. A consultant typically understands they are there to fix one or a few specific issues, so won’t focus as much on “justifying” their existence to keep collecting a paycheck, as a new hire might be more inclined to do. Of course, there are always exceptions, but consultants typically are laser focused on quickly identify the problem and then remedying it with the fastest solution available. I would propose that this concept further applies to those outside consultants who are in strong demand, as they have other billing clients eager to hire them next.
Hopefully these perspectives help to give you an expanded perspective on why it might not be the right choice to apply the “DIY” philosophy to all marketing activities. It might make sense to hire a consultant if the value delivered is accomplished quickly, or if an issue is fixed that you may not have even understood exists. Of course, there are good consultants and there are bad ones. Each of these objectives all fall by on the wayside if your consultant is not experienced in solving your problem. But, once you find a good one, it can be an excellent investment of your resources to periodically bring them in for a marketing “tune up,” or to review of your current campaigns to help assess whether or not you are on the best path to success!
Gordon Benzie is a marketing adviser and business plan writer that specializes in preparing and executing upon business plans and marketing strategies. Gordon can be found on Google+.