June 1, 2015

What is the point of working with marketing technology consultants?

When marketing leaders determine their goals for the year, they are often faced with a number of organizational challenges in delivering the projects that will allow them to reach those goals. Marketing technology consultants can help organizations overcome many of these hurdles. In this post, we will identify some common pain points from marketing organizations, and explore how consultants can be a part of the solution.

Just a few examples of marketing technology projects:

  • Re-design marketing process
  • Implement real time interaction
  • Optimize contacts & targeting
  • Enhance dashboarding & reporting

Pain point: We don’t have the internal bandwidth for this project

Our marketers have a lot on their plates. They are focused on their customers, prospects, channels, targeting, messages, content, timing, and reporting, and much more. In addition to these variables, there are often several technologies that they must learn and use day-to-day. They are typically working to the best of their abilities. However, the people that hold these roles and responsibilities often don’t have the time, support, or reach to implement new technologies and process, and to successfully manage change.

Solution: Dedicate consultants to the project

Adding consultants to your team can put the delivery of the work on their shoulders. While your internal resources will still need to participate and provide input on the project, the consultants can be sensitive to the time commitment that your team is able to make. In addition, the consultants will be able to deliver the solution much more quickly and efficiently than your internal resources who often have higher priorities and additional responsibilities. Also, a team of consultants can provide the specific expertise the project needs for success, such as project managers, subject matter experts, or technical architects.



Pain point: Our employees have never before implemented this type of marketing technology project

Our marketers are smart and capable and I trust them in their day-to-day roles. Even if I can free up their time to lead this project, I’m worried that they may not have all the answers. For example, how long will it realistically take to deliver the solution? Will they be aware of all of the dependencies to the implementation? Will they fully consider the change management pieces?

Solution: Rely on the experience and expertise of consultants

Consultants typically have experience with implementing solutions within a variety of organizations. Additionally, they have networks consisting of other experienced consultants, marketing leaders in other companies, and sales resources that they can engage for more information as needed. Marketing technology consultants also have a wide skill set that can cover strategy, planning, execution, reporting, and leadership, both from a business and technical perspective. They have seen approaches that worked, and those that didn’t, and can incorporate best practices into a solution. Most of all, organizational employees can have an opportunity to learn from and benefit from a consultant-led project.

Pain point: We don’t know how to choose the best solution to our identified pain points

For example, our marketing process is working decently well, and my team is working very hard, but as the manager of this team, I have a lot of blind spots when it comes to the big picture around our productivity.

Solution: Consultants can make suggestions that you may not have considered

Marketing Technology Consultants spend time staying up-to-date on the latest solutions and technologies, including the pros and cons of each. They understand that marketing teams have different goals and initiatives. Consultants also know that regardless of these differences, leadership needs insight into their unique processes. As an example, without useful measurement, a Marketing Operations Manager may not be able to quickly identify bottlenecks, report upon status, or track the volume of intake, or appropriately distribute workload. Leadership can use the insight from useful reporting as quantitative support for a number of reasons. Marketing Resource Management solutions may allow them to demonstrate the value of their department, publish a service level agreement, prove the need for additional resources, or highlight areas where additional training would add value.

So what’s the point of using marketing technology consultants? By going that route, you can protect your organization’s productivity, tap into experience and expertise, and open yourself up to fresh ideas.