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IT consultants and the covert war for the CMO’s purse - Enterprise Innovation

IT consultants and the covert war for the CMO’s purse - Enterprise Innovation | The MarTech Digest | Scoop.it
IT consultants' growing appetite for marketing-based revenues comes as advertising agencies face tighter restrictions on pricing and margins. While they continue to tweak their numbers, IT consultancies are swooping on clients or cross selling their services to the marketing departments.

Another reason for the rise of IT consultancies is their ability to provide a holistic picture. CMOs are no longer running marketing campaigns and improving company brand equity. They need help to develop cross-functional strategies and augment the marketing funnel with strategic IT acquisitions.

Many IT consultancies are already employed to verify the CMO's choice of advertising agencies. Here they are operating at a strategic level, advising CMOs how to evaluate the agencies for executing their marketing visions. It does not take much for the same consultants to also highlight their marketing wing to the CMOs as another option.

Lastly, advertising agencies do not team up with other agencies, not when brand owners want to keep their plans and campaigns a secret. IT consultancies, however, play by a different rule book. By their very nature, many are teams of varied skill set. Where they lack, they are not afraid to work with other agencies. They share methodologies and frameworks to the broader market to become thought leaders and open new opportunity doors.
CYDigital/marteq.io's insight:

I'm starting to conclude that MarTech shouldn't be owned by Marketing.

 

marketingIO’s MarTech Managed Services drives more leads faster. Contact us to see how. #MarTech #DigitalMarketing

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How to choose the best Salesforce consultant: 25 key questions - CIO.com

How to choose the best Salesforce consultant: 25 key questions - CIO.com | The MarTech Digest | Scoop.it
Uncover your assigned Salesforce team’s true capabilities

Dig deeper into your assigned team’s consulting experience

Get the real scoop on client references

Verify your consultant’s Salesforce focus and depth
CYDigital/marteq.io's insight:

These are the categories for the 25 questions. Please CT for the complete set. BTW: these questions apply to ANY consultant.

 

Subscribe to The MarTech Digest: http://bit.ly/miocom #MarTech

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Consultancies are taking out ad agencies … and upending ad-tech and mar-tech - VentureBeat

Consultancies are taking out ad agencies … and upending ad-tech and mar-tech - VentureBeat | The MarTech Digest | Scoop.it
Pitches for sophisticated solutions that bolstered more than individual campaigns fell on deaf ears because agencies were incentivized to put on blinders and hit their metrics, arbitrary as they may be. Employees of ad agencies are also easily swayed by the influence of Google and Facebook despite the continued public fumbles with measurement and metrics. Agencies became convinced that the metrics Google and Facebook are known for were the only ambitions that mattered. That was the direct result of the sheer power of Facebook and Google’s charm offensives (read: expense account) against agency employees, and it worked

However, it’s hard to believe the employees of Accenture and their peers will be so moved by these same tactics. Consultancies are famous for seeing around the corner, and their advocacy for brands will likely have an entirely different flavor. They won’t be so driven by dogmatic thinking and the goalposts of “viewable”, etc. will likely change.

What does this mean for mar-tech and ad-tech platforms? We may see a reversal of fortunes. Those who succeeded in a world of ad agencies were built for a system of selling short-term gains. In an era dominated by the business outcomes and metrics-infused culture of consultancies, the ad-tech and mar-tech platforms that are likely to succeed are more likely to support a brand’s core business (developing lifetime customers and owning the relationship with them) than a short-term sales cycle (using up the budget).
CYDigital/marteq.io's insight:

Conclusion: Inevitable. And watch for the mid-tier consultancies to do the same.

 

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

#MarTech #DigitalMarketing

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5 Reasons to Hire a Marketing Consultant - Duct Tape Marketing

5 Reasons to Hire a Marketing Consultant - Duct Tape Marketing | The MarTech Digest | Scoop.it

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CYDigital/marteq.io's insight:

Today, with the influx of marketing technologies, it's all about resource gaps. The gap between maximizing your investment in marketing technology and the available resources to get this done is formidable. 

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Why You Shouldn’t Hire a Marketing Consultant - QuickSprout

Why You Shouldn’t Hire a Marketing Consultant - QuickSprout | The MarTech Digest | Scoop.it

Digest...


Here’s why you shouldn’t hire a marketing consultant:


Consultants aren’t miracle workers

A lot of small and medium businesses hire consultants because they are looking for miracles. I hate to break it to you, but no consultant is going to take a business that is doing very little in revenue and quickly turn it around. You need to figure out how to create a sustainable business on your own. That’s what being an entrepreneur is all about. If it were easy, everyone would do it instead of working 9 to 5 jobs.

 

You can’t build a skyscraper without laying the foundation

Without a good product or service offering, your business is bound to fail. To prevent that from happening, you need to figure out how to create a business model that allows you to get paid for solving other people’s problems. Don’t worry, your business doesn’t have to be unique. It just has to be different.

 

You need to walk before you run

In essence, you have to try to market your own business first. From optimizing your code for search engines to building your social media profiles and implementing your content marketing, you need to test these initiatives on your own. Here’s what I recommend you do:

-- >  Optimize your code for search engines

-- >  Speed up your site

-- >  Start a blog

-- >  Interact on the social web 

 

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CYDigital/marteq.io's insight:

Moral of the story: a consultant can make the good better. A consultant cannot (and should not) make a bad thing good.

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Twelve Points to Consider When You Choose a Marketing Consulting Services Firm

Twelve Points to Consider When You Choose a Marketing Consulting Services Firm | The MarTech Digest | Scoop.it

It's a dramatically growing field, and we suspect it will grow more as the need for marketing technology increases. This article covers the softer points associated with selecting a marketing consulting firm. We think you need to add more technical points as a part of the evaluation process...


In 1997, there were 12,498 marketing consulting companies in the USA. By 2002, there were 18,892.  More than 50% increase… By 2007, the government census statistics show 23,895. Almost doubled in 10 years.


Here are a few things to consider – besides the price -  before hiring a marketing consultant, check to see if they have:

  1. References – do they have people who will stand up for them?
  2. Experience – have they done projects like yours before?
  3. Analytical thought process – understands business
  4. Emotional connection – understands the hook and can play into it
  5. Chemistry – easy to talk with, pick up the phone or
  6. Resources – strong staff, well networked, knowlegable about who and how to get things done.
  7. Integrity – character to tell the truth and make it right
  8. Ability to communicate – articulate and also strong writer
  9. Compromise – will they meet you part way?
  10. Enthusiasm – are they eager to take on your work?
  11. Extra value – what else can they bring?  (sales support experience? Industry connections)
  12. Backbone – ability to take direction but also push back when appropriate
CYDigital/marteq.io's insight:

 

  • Receive a daily summary of The Marketing Automation Alert directly to your inbox. Subscribe here (your privacy is protected).

 

  • If you like this scoop, PLEASE share by using the links below.

 

  • iNeoMarketing merges marketing automation with content marketing for a powerful lead management solution, configured and managed by our knowledgeable, experienced staff.  Contact us
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