No more (marketing) consultants?

In a book published last year entitled ‘No More Consultants’ the authors, Geoff Parcell and Chris Collison, outlined a practical framework for organisations wanting to go about developing their strategy and then implementing that strategy.

The basic premise of the book however begins with an explanation of its title, where the authors observe the all-too-often approach taken by many organisations - namely to employ consultants when we don't really need to.

Organisations are described that see a need to develop their strategy but feel that they must get outside help so they employ consultants. In come the consultants who spend time with members of staff, then go away and prepare a recommended strategy which they then present to the organisation. Now the organisation is faced with implementing their brand new strategy - and, guess what, they feel the need to get in consultants to help them with the implementation... and so it goes on!

This scenario certainly rang bells with the team at Marketing Ability - we've seen this happen in the world of marketing strategy many times, and yet, as the authors emphasise, organisations often have the knowledge and skills within their staff to carry out the exercise themselves without consultants.

The added benefit of the in-house approach is that staff motivation is hugely improved because everyone sees their knowledge and skills being recognised. They take responsibility for the strategy and its implementation because it was their idea in the first place.

Of course, the in-house approach sometimes needs a kick-start and that is where a little outside help can be useful - not to tell the organisation what its strategy should be but rather to provide the stimulation the staff need to start the process themselves.

That's why we introduced our Marketing Stimulation programme, which is an intensive half-day session designed to get marketing teams thinking outside of their comfort zones and start to formulate and agree a strategic marketing plan which they can implement successfully themselves.