Vaccinate Yourself Against Consultivitis

By Chris Yeh

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"I'm more of an idea rat."
--Ratbert, Management Consultant ("The Dilbert Principle")

As a once and future consultant, it's a violation of our code of honor to say this, but most consultants aren't worth the cost of a catered lunch, let alone an hourly rate.

To be fair, some consultants are worth it, even at their exorbitant rates. When your organization lacks domain expertise, contacts, or esoteric skills, it makes sense to bring in the gunslingers. For example, many companies use naming consultants to come up with company and product names. These consultants bring a structured, disciplined process to the problem of naming. Even if some on your marketing team are unhappy with the results, they can at least respect the fact that their input has been heard. If the scope of work is specific, the deliverables are tangible, and the consultants are accountable, it also makes sense to look for outside help. A classic example is Sapient, a technology consultancy that has thrived by offering fixed-price, fixed-deadline project pricing and paying penalties for late delivery.

On the other hand, this type of necessary, carefully defined contract is far more rare than the opposite: the vague request for help that's basically a blank check for the lucky consultant that wins the contract.

The problem with consulting is simple. A consultant's incentives are seldom aligned with yours. Most consultants charge an hourly rate. Like lawyers, their incentive is to bill as many hours as possible. In contrast, your marketing budget would be better off if any consultants brought in bill as few hours as possible. Most consultants also get paid in cash. This means that the success or failure of your marketing campaign, or even your company as a whole, means little unless you represent repeat business.

The symptoms of a worthless consultant are fairly easy to detect: long meetings, colorful PowerPoint slides, buzzwords, and a dearth of clear roles, responsibilities, and action items. If these symptoms sound familiar, you could have Consultivitis. Here's how you recognize the warning signs and, better yet, nip them in the bud.

If you watch out for the symptoms of Consultivitis, bringing in hired guns can be an effective way to boost your business. But remember, there's a reason they're called consultants. The buck ultimately stops with you.

Editor's note: Chris Yeh is the Chief Marketing Officer for TargetFirst, maker of Lead Engine, a turnkey solution for online marketing needs. This story first appeared on ClickZ, an internet.com site.