How to Hire and Manage a Marketing Consultant

In the fast-evolving business landscape, the need for expert guidance in marketing has never been more pronounced. Caroline Rothwell, an experienced Chief Marketing Officer with a rich background in various sectors like fashion, real estate, and tech marketing, shares her insights in a podcast interview with Dave Reske, CEO of Now Speed Marketing. Her advice illuminates the path for businesses of all sizes looking to leverage the expertise of a marketing consultant effectively.

Unraveling the Consultant’s Role

Rothwell begins by addressing common misconceptions about consultants. Contrary to popular belief, consultants are not always walking encyclopedias with all the answers. Their true strength lies in their problem-solving capabilities, identifying core issues, and developing collaborative solutions. This revelation breaks the stereotype of consulting as a glamorous job, highlighting its demanding nature involving extensive travel and long hours.

Beyond Recommendations: The Active Role of Consultants

A significant insight from Rothwell is the consultant’s active role in not just crafting strategies but also in their implementation. This ensures that the devised strategies are not only theoretically sound but are also actionable and relevant in real-world scenarios.

The Value of Industry Agnosticism

With her diverse experience, Rothwell champions the value of industry-agnostic consultants. These professionals, adept at handling multifaceted problems, bring a broad and rich perspective gained from their exposure to various sectors.

Debunking Consulting Myths

Rothwell dispels several myths surrounding the consulting world. The perceived glamour and high pay often eclipse the true nature of the work, which is both challenging and demanding. Consultants rely on research, analysis, and collaboration with subject matter experts rather than just flaunting expertise.

Hiring a Marketing Consultant: A CEO’s Perspective

For CEOs contemplating hiring a marketing consultant, Rothwell suggests a strategic approach:

• Identify the Core Need: CEOs must dive deep into the specific needs or challenges facing their company.
• Use Your Network: Platforms like LinkedIn and professional networks can be invaluable in finding suitable consultants.
• Time Investment: It’s crucial for CEOs to commit time to work alongside consultants to ensure alignment with business objectives.
• Understand Your Business Stage: Recognize whether your business is a startup or a large corporation to determine the type of consultant needed.
• Define Success: Clearly understand what success looks like for your business to align the consultant’s efforts accordingly.

The Consultant-Client Relationship

Trust and credibility form the bedrock of the consultant-client relationship. Consultants should provide honest, objective insights, fostering a strong collaboration foundation for impactful results.

Marketing Consultants vs. Fractional CMOs

Rothwell also draws a line between marketing consultants and fractional CMOs. While consultants typically handle short-term, specific projects, fractional CMOs may play a more extended role in broader strategic initiatives. The choice depends on the specific needs and growth stage of the company.

Embracing Change and Innovation

In the current digital era, Rothwell acknowledges the necessity for companies to adapt and innovate continually. Consultants bring fresh perspectives and strategies, helping businesses navigate the rapidly changing market and consumer behavior dynamics.

Conclusion

Successfully hiring and working with a marketing consultant requires a thoughtful and strategic approach. CEOs must be clear about their needs, use their networks effectively, be ready to invest time, understand their business stage, and define what success looks like for their company. Consultants, in return, offer more than expertise; they provide a partnership in problem-solving and strategy implementation. Rothwell’s insights clearly demonstrate that the right consultant can be a transformative asset for any company, guiding them through the complexities of today’s dynamic marketing environment.