This scenario repeats itself in most of the small and medium sized enterprises. The company is growing or stagnating and the clarion call is: “we need marketing”. Sales says: “we can’t do it all!”

Management turns to HR – “get us a good marketing resource that will fit our culture!” HR comes up with either with a one-liner or an elaborate job spec and waits for the perfect match.  Days, weeks and months go by! No one spotted. No one fits the bill. Out of desperation, Management hires a marketing consultant with little clarity on marketing deliverables and outcomes.

So as a decision maker what do you do to get this right? Speaking for the hiring a marketing specialist part, I think the solution lies in signing up with the right outsourced marketing partner that will fit your size and ambition. More importantly, pick a partner who will define and measure marketing results and outcomes for you. Sign up on mutually agreed numbers or percentages that the outsourced marketing partner will deliver.

If your high-flying, sleek-talking marketing consultant evades you to give the numbers or percentages you can expect the very high-octave initial engagement turning into a pointless and ‘bottom-line-less’ exercise over a period of time.

So why would a flashy and name-dropping consultant refuse to give the numbers! Because he doesn’t know how to measure or achieve! He is in the same boat…with you as a co-passenger.

Obviously, you can afford to travel alone!