Planning to bring in a marketing consultant? This will help him to immediately understand your strategy

Key takeaways:

  • Bringing in an external marketing consultant can be beneficial when implementing a new strategy or addressing underperformance.
  • Some companies are hesitant to collaborate with external consultants due to concerns about understanding the business and high hourly rates.
  • To mitigate these concerns, companies often provide consultants with extensive data and resources, but this approach may not be effective.
  • A customer journey map can streamline the onboarding process for consultants by providing context and visualizing the overall marketing strategy.
  • By using a customer journey map, consultants can quickly understand the company’s marketing approach, leading to more efficient collaboration and better results.

When you need to implement a marketing strategy none of your current marketers has an experience with or your current strategy is underperforming and you want to find out why that may be, it’s probably time to bring in an external marketing consultant.

There is a fraction of marketers and executives that are fundamentally opposed to collaborating with “outsiders” and insist on tackling all challenges in-house. They have this aversion – perhaps even rightfully so to some extent – mainly because they think an outsider simply doesn’t understand the business and therefore his suggestions can’t be in line with the company’s overall strategy, values, and mode of operation. It’s similar to a new employee – before a newbie is given the reins, there is a very intensive period when his main job is not so much to help the company but rather to understand what the company is already doing in the first place.

External consultants also usually bill by the hour spent working on the project. It’s very naive to think they will be able to contribute outright – same as a new employee, they need time to familiarize themselves with the marketing operation they’re supposed to elevate. This is no simple and quick task. Hourly rates reputable external consultants use to charge are not very modest, either which may result in a situation where a significant amount of time is already clocked and the consultant hasn’t contributed anything yet.

There seemingly isn’t much a company can do to mitigate this – the marketers will overwhelm the consultant with a ton of data, grant access to all resources and analytics tools, and finally sit down with him in the hope they will be able to explain it all in a reasonable time. Unfortunately, the relevant information and resources are scattered in many different places, and there’s only so much you can achieve by explaining.

A customer journey map is a concept that can single-handedly streamline this exercise. Having customer journey milestones laid out on a map that puts them all in context and explains how each of them relates to the other is an ideal way to introduce anyone – whether it’s an external marketing consultant or your fellow employee from a different department – to the overall marketing strategy they came into contact with for the first time.

The key word here is context – checking out a bullet-point list of marketing activities is not going to help anyone understand the big picture. And the big picture is precisely what a consultant needs to understand what exactly he’s working with. But the advantage of having a customer journey map goes far beyond being able to save some billable hours and making sure your new consultant is familiar with his assignment. As we’ve mentioned above, it can help anyone in the company who needs to get involved in marketing for one reason or another to get a grasp of it. So in the end, the biggest beneficiaries may in fact be the marketing operatives who will not only find their job much easier when dealing with outsiders but also have a framework that will allow them to visualize their marketing strategy.

Do you want to create an interactive and easy-to-use customer journey map with powerful touchpoints, personas, automatic KPI import & monitoring, and much more?

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